Multitasking

    What is the first thing you notice when you walk into a shop? The products displayed (展示) at the entrance? Or the soft background music?

    But have you ever notice the smell? Unless it is bad, the answer is likely to be no. But while a shop's scent may not be outstanding compared with sights and sounds, it is certainly there. And it is providing to be an increasing powerful tool in encouraging people to purchase.

    A brand store has become famous for its distinctive scent which floats through the fairly dark hall and out to the entrance, via scent machines. A smell may be attractive but it may not just be used for freshening air. One sports goods company once reported that when it first introduced scent into its stores, customers' intension to purchase increased by 80 percent.

    When it comes to the best shopping streets in Pairs, scent is just as important to a brand's success as the quality of its window displays and goods on sales. That is mainly because shopping is a very different experience to what it used to be.

    Some years ago, the focus for brand name shopping was on a few people with sales assistants' disproving attitude and don't touch what you can't afford displays. Now the rise of electronic commerce (e-commerce) has opened up famous brands to a wider audience. But while e-shops can use sights and sounds, only bricks-and-mortar stores (实体店) can offer a full experience from the minute customers step through the door to the moment they leave. Another brand store seeks to be much more than a shop, but rather a destination. And scent is just one way to achieve this. Now a famous store uses complex man-made smell to make sure that the soft scent of baby powder floats through the kid department, and coconut (椰子) scent in the swimsuit section. A department store has even opened a new lab, inviting customers on a journey into the store's windows to smell books, pots and drawers, in search of their perfect scent.

    The Healthy Habits Survey shows that only about one third of American seniors have correct habits. Here are some findings and expert advice.

    ⒈How many times did you brush your teeth yesterday?

    Finding: A full 33% of seniors brush their teeth only once a day.

    Step: Remove the 300 types of bacteria in your mouth each morning with a battery-operated toothbrush. Brush gently for 2 minutes, at least twice a day.

    ⒉How many times did you wash your hands or bathe yesterday?

Finding: Seniors, on average, bathe fewer than 3 days a week. And nearly 30% wash their hands only 4 times a day—half of the number which doctors recommend.

    Step: We touch our faces around 3,000 times a day-often inviting germs（病菌）to enter our mouth, nose, and eyes. Use toilet paper to avoid touching the door handle. And, most important, wash your hands often with hot running water and soap for 20 seconds.

    ⒊How often do you think about fighting germs?

    Finding: Seniors are not fighting germs as well as they should.

    Step: Do you know it is not your toilet but your kitchen sponge（海绵）that can carry more germs than anything else? To kill these germs, keep your sponge in the microwave for 10 seconds.

    I am Henry Jekyll. I was born in the 1 800s. I inherited(继承) a large fortune, a healthy body and an excellent mind. I was naturally hard-working and soon I was very successful in my job. So the outside world saw a serious, hard-working, successful doctor. Behind this quiet character, however, was a wild, fun-loving, irresponsible young man. Both of them were me. They lived together in the same body.

    “Was it possible," I wondered, “to find a drug that could give each side of my character its own separate face and body?"

    After much thought and careful study I believed I had found the answer. I had read many scientific books and spent many hours in my laboratory, searching for the right mixture of chemicals to make my drug. At last I got everything ready.

    Late one night, I mixed everything together and prepared my drug. I watched the smoke rising from the liquid as its color changed from red to purple and at last to green. Then, bravely, I drank every bitter drop.

    I felt a violent sickness in my stomach and a terrible pain in all my bones. The room seemed to turn round and round and I trembled with fear. Then the fear and pain disappeared and a strange, sweet feeling took its place. Wild thoughts danced through my mind- the wild passions of an evil and cruel stranger. But inside myself I felt younger, lighter, more carefree than ever before. "If this is pure evil," I thought, “I like it.”

    I stood there, enjoying these strange new thoughts and passions and suddenly realized that I was shorter. So I decided to go to my bedroom in my new body and take a look at myself in the mirror there. As I came into my room, I saw Edward Hyde for the first time.

    At that time, the good side of my character was stronger than the evil side. Henry Jekyll had his faults, but he was mostly a good, kind man. I believe that is the reason why Edward Hyde was so much smaller than Henry Jekyll. But that was not the only difference between the two men. Henry Jekyll had a kind, open, honest face. But pure evil stared out of Edward Hyde's eyes. I felt no dislike, however. Indeed, I welcomed him. Edward Hyde was me, young and strong and full of life.

    The movie The Wizard of Oz has thousands of fans around the world. But back in 1939 when the film opened, audiences were not particularly fond of it. It was only a modest box office success. It was nominated for Best Picture at that year's Academy Awards, but so were nine other great films. It lost out to Gone with the Wind.

    The Wizard of Oz really gained an audience when it was broadcast regularly on TV. That began in the 1950s. The film's plot follows young Dorothy who is knocked unconscious during a tornado. She dreams about following a Yellow Brick Road through the Land of Oz to the Emerald City. She wants to meet the Wizard of Oz who lives there. He's the only one who can help her to return home to Kansas. Along the way she makes friends with the Scarecrow, the Tin Man and the Cowardly Lion. They help her and her dog Toto overcome the Wicked Witch of the West!

    According to the Library of Congress, The Wizard of Oz is the most watched movie of all time. What is it about the film that appeals to people? It includes themes that people can relate to. Through most of the movie Dorothy is trying to get home to Kansas. When she finally gets to go, she speaks the words, "there's no place like home." People identify with that thought. Home is the welcoming place where they feel secure.

    At the beginning of the film, Dorothy sings of a place "over the rainbow." There, the dreams that you dare to dream really do come true. So while home is a great place, dreaming about something different is all right too.

    The Wizard of Oz also deals with courage. Dorothy learns that true courage isn't being unafraid. It's facing danger when you are afraid. Her friends face plenty of danger to rescue her.

    As one of the true classics of American literature, The Wizard of Oz has stirred the imagination of young and old alike for over four generations. Celebrate the 80th year of this fabulous film by watching it again.

    When young, I loved going on trail(小路) runs. It was my favorite way to escape stress. So, when I was back in my hometown after a tough first year of my Ph. D. program, I thought a trail run was just what I needed. But instead of helping me relax, the run did just the opposite.

    After I moved to the city for college, where my runs were on flat concrete paths instead of winding dirt trails, I used a GPS watch. When I went on trail runs again in the country, it constantly reminded me of the fact that I wasn't keeping up with my usual pace. I turned my watch off, thinking that would allow me to enjoy my surroundings and find the peace I expected, but I worried I was underperforming. "Why can't I let go and just enjoy myself?" I wondered. But after some introspection(反省), I realized why I was struggling­both on trail runs and in graduate school.

    Going into my Ph. D. , I had thought that my solid undergraduate track record would set me up for instant success. To my surprise, I was wrong. I lacked confidence in my research abilities which I thought stopped me performing well and I constantly felt my progress was too slow. Other students'self-confidence and their excellent results made me feel insecure. Finally, one day I broke down in tears in my adviser's office.

    Then came my visit home: I was having trouble because I hadn't properly adjusted my expectations to the differences between an urban run and a trail run.

    A Ph. D. is like a trail run: Sometimes you can run fast. Sometimes you might find yourself climbing up a steep, winding trail at a snail's pace. And that's OK. Barriers are unavoidable, and success looks and feels different on a challenging trail than it does on a smooth, flat path. Sometimes it's best to take a deep breath and do your best to meet the challenge.

A good story. That's what influences our choice to buy a book the most. Right? Some of the biggest-selling novels of all time just so happened to be attached to major publishers. Indeed, any reading lover will be familiar with the countless publishing houses that have brought brilliant works to the market. So in theory, perhaps a publisher does matter. 

Every time you read a book that you enjoy, you likely look at the publisher attached to it. That name is a signal that they will produce other content that fits with that same style. It makes a lot of sense to continue to purchase texts from a company that is telling the kinds of stories that you enjoy the most. Consumer habits are thus based on trust that a publisher will be consistent in the books they deliver and that investing time in them is more reliable than an untested source.

The strength of the author themselves can also play into that. After all, well-liked authors are often signed to a book deal with a select few publishers, strengthening the brand further. 

Of course, a publisher would be nothing without its logo, which is a major call-to-arms for all fans of the brand. The top publishers in the world instantly recognizable imagery, which catch the attention while summing up the name of a brand in an instant. That thus builds our association with a given name. The fun penguin shape of Penguin Random House is so iconic, for example, that it could not be confused with any other publishing business.

There might be a place for those indie (独立经营的) book companies, with occasional stories breaking through and forcing people to take notice. In truth that's far less common than you expect. Expert Cassandra Davis, however, provides a hopeful insight. "Indie bookshops are more likely to stock an indie publisher's books, especially if the author is local to the bookshop." She says. Therefore, supporting local bookshops is a vital way to keep the indie industry alive and change these trends.