I look in the mirror, and I'm not happy with what I see. I don't have a "perfect" face. I look in the magazines and all I see are girls with fair hair, blue eyes, and, of course, a pretty little nose. They're on the outside of the buses that I take home, the television programs I watch, and the billboards（广告牌） I walk under. Almost every advertisement I see shows this human physical "perfection". These billboards not only tell me what to drink, but also how to look.

    Our society place more importance on a person's physical beauty, rather than their ability, honesty and character. We have influenced women to go through painful surgeries（手术）and starve themselves to become this society built physical model. To be a beautiful woman in the 21st century doesn't mean that you are a brilliant doctor or caring mother. It means you have the perfect jaw, eyes and lips. It means that you can be six feet tall and weigh one hundred and ten pounds.

But what about the women who are starting to leave their youth? Instead of looking at aging as a sign of wisdom, we try to prevent the aging process(过程）. It's a kind of funny thing to want to look eighteen when fifty. Fifty is a relaxed age, when you can step back and look at all you've achieved (successfully complete something). It is when your hard work pays off. Unfortunately, our society just sees you as "old". To stop the aging process, women buy wrinkle（皱纹） creams, do eye lifts and face lifts. They spend thousands of dollars to win the hopeless battle against age.

    I remember when I was about thirteen years old and going through teens, I had oily hair, and a half developed body. I hated the way I looked. I used to cry to my mother all the time, but she would just laugh and tell me that "you don't want anyone to like your appearance. It's your heart that is important, because beauty fades.（消逝）" I knew that she was right. If you work on your heart enough, people will start to see the beauty in you, which lasts and remains on even after you die.

    It was close to midnight and it was unusual to see vehicles on the road. However, several trucks pulled over and workers silently unloaded camera equipment and cardboard boxes, and then carried them inside the Morgenson family home.

    What took place over the next eight weeks was inspired by a Hollywood movie called The Joneses about a family of marketers who move into a local neighborhood to sell their products secretly to their neighbors. The idea was to test the power of word-of-mouth marketing. By filming a 'rear' family in unscripted (无剧本的) situations, my team and I would document how the Morgensons' circle of friends responded to brands and products the Morgensons bought into their lives.

    With the help of 35 video cameras and 25 microphones hidden inside the furniture, the operation done secretly showed something shocking. The most powerful hidden persuader of all isn't in your TV or on the shelves of your supermarket. It's a far more important influence that's around you almost every waking moment: your very own friends and neighbors. There is nothing quite so persuasive as observing someone we respect or admire using a brand or product.

    Our analysis also found that the brands the Morgensons used went faster. About one third of the Morgensons' friends began promoting these same brands to their friends. We also found that the brands their friends were most likely to buy at the Morgensons' suggestion were the bigger and better-known ones. This proved my thoughts that traditional marketing and secret marketing work well together. The most persuasive advertising strategies are strengthened by word-of-mouth advertising.

    Whenever I meet with company managers, I tell them that the people who hold the real marketing power are mouse-clicking consumers and their wide circles of real-life friends. In other words, the people who hold the real power are us.

    Tickets for the 2014 World Cup in Brazil have gone on sale, with fans able to apply on FIFA's website. FIFA is expecting a similar demand to that in Germany 2006, when there were about seven applicants for every ticket of the 64 matches. And now around 3.3 million tickets will be available for the matches in 2014.

    Tickets will range in price from￡58 for first-round matches to￡632 for the final at Maracana Stadium in Rio de Janeiro. Brazilian citizens over 60, local students and members of some social programs can purchase tickets for ￡15.

    The Price of Football - World Cup 2014

    "It's always difficult to predict," said FIFA marketing director Thierry Weil. "But I truly believe that it will be more similar to what happened in Germany than in South Africa in 2010." According to FIFA, the 2006 World Cup was attended by more than 3.3 million fans. Almost two million tickets were sold to the general public in South Africa, although the number of applications during the first ticketing phase was significantly lower.

    All applications made before 10th October 2013 will enter a random selection draw if there are not enough tickets available to fulfill all requests. The sales of the leftover tickets will begin on 5th November on a first-come, first-served basis. Another phase（阶段） will begin on 8th December after the draw is made. The tournament begins on 12th June, with Brazil playing the opener in Sao Paulo.

    A study on the price of World Cup 2014 looked at the ticket prices and the cost of travelling to Brazil and found that our English fans face hotel costs of between￡46 and￡797 a night, while packages range from￡2,999 to￡14,999.

    It has been described as art by some people, but to others it's an ugly part of modern life. What is it? Graffiti (涂鸦), of course. Look around cities in the UK today and you can see graffiti on buildings, walls, doors and even on buses or trains that have stayed in one place for too long. But where modern technology creates a problem, it also finds a way to deal with it. Last week, The Weekend West was shown around the factory of a small but successful company, Hubdean.

    Hubdean's achievement is a series of special paints which are graffiti-resistant. How do they work? It couldn't be simpler. Take any graffiti-covered surface. First, a treatment called Agproclear is used. Then, using a very hot pressure jet (压力喷嘴), this treatment is taken away and the graffiti disappears at the same time. Now you have a clean wall. But before this clean wall can be painted on by graffiti lovers, a new product, Agproshield, is used. This paint has a special surface which gives it two important advantages. Firstly, spray paint (喷雾颜料) won't stick to the surface very well, and secondly, the whole surface can be cleaned very easily, just using water. Once the surface is painted, no specialist equipment is needed to keep the area clean and graffiti-free.

    Not surprisingly, Hubdean's products are used by both local governments and private companies all over the UK, and now orders are being received from around the world. This brings the company a problem, however. Can they increase production to satisfy the needs? Of course, they can build a second factory or work with a large international company to make their products. The future is looking good for Hubdean!

    Many studies have hinted(暗示) that alcohol, in moderation, can do a heart good. But new research suggests that moderate drinkers are no more likely than non­drinkers to have clear arteries(动脉).

    The scientists looked at almost 2,000 patients who underwent CT test. Overall, there was no association between people's drinking habits and their heart diseases. Researchers said an advantage of the new study is that it used objective measurements.

    “No prior studies have assessed the relationship between alcohol consumption and the presence of heart disease,” said lead researcher Dr Julia Karady. "We could not find any relation between the presence of heart disease and alcohol consumption," Karady said. At the same time, she added, there was no evidence that heavier drinking raised the risk of heart disease.

    However, groups like the American Heart Association(AHA) warn against excessive drinking, because it can raise blood pressure and contribute to heart failure and other problems.

    In general, "moderate" is defined as no more than one glass of alcohol a day for women, and no more than two a day for men. But those studies do not prove that alcohol, itself, protects the heart—in large part because alcohol also carries risks.

By now you've probably heard about the "you're not special" speech, when English teacher David McCullough told graduating seniors at Wellesley High School: "Do not get the idea you're anything special, because you're not." Mothers and fathers present at the ceremony — and a whole lot of other parents across the Internet — took issue with McCullough's ego-puncturing words. But lost in the uproar was something we really should be taking to heart: our young people actually have no idea whether they're particularly talented or accomplished or not. In our eagerness to elevate their self-esteem, we forgot to teach them how to realistically assess their own abilities, a crucial requirement for getting better at anything from math to music to sports. In fact, it's not just privileged high-school students: we all tend to view ourselves as above average.

Such inflated self-judgments have been found in study after study, and it's often exactly when we're least competent at a given task that we rate our performance most generously. In a 2006 study published in the journal Medical Education, for example, medical students who scored the lowest on an essay test were the most charitable in their self-evaluations, while high-scoring students judged themselves much more strictly. Poor students, the authors note, "lack insight" into their own inadequacy. Why should this be? Another study, led by Cornell University psychologist David Dunning, offers an enlightening explanation. People who are incompetent, he writes with coauthor Justin Kruger, suffer from a "dual burden": they're not good at what they do, and their very incapability prevents them from recognizing how bad they are.

In Dunning and Kruger's study, subjects scoring at the bottom of the heap on tests of logic, grammar and humor "extremely overestimated" their talents. What these individuals lacked (in addition to clear logic, proper grammar and a sense of humor) was "metacognitive skill": the capacity to monitor how well they're performing. In the absence of that capacity, the subjects arrived at an overly hopeful view of their own abilities. There's a paradox here, the authors note: "The skills that lead to competence in a particular domain are often the very same skills necessary to evaluate competence in that domain." In other words, to get better at judging how well we're doing at an activity, we have to get better at the activity itself.

There are a couple of ways out of this double bind. First, we can learn to make honest comparisons with others. Train yourself to recognize excellence, even when you yourself don't possess it, and compare what you can do against what truly excellent individuals are able to accomplish. Second, seek out feedback that is frequent, accurate and specific. Find a critic who will tell you not only how poorly you're doing, but just what it is that you're doing wrong. As Dunning and Kruger note, success indicates to us that everything went right, but failure is more ambiguous: any number of things could have gone wrong. Use this external feedback to figure out exactly where and when you screwed up.

If we adopt these strategies — and most importantly, teach them to our children — they won't need parents, or a commencement (毕业典礼) speaker, to tell them that they're special. They'll already know that they are, or have a plan to get that way.