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.

    Life often requires people to join in unpleasant situations. Rather often, these unpleasant situations do not happen on their own, but happen because of other people's actions and words. Fortunately, there are useful ways to deal with conflicts(冲突).

    The best way to solve a conflict is not to let it happen. Nothing useful comes out of a conflict. It is a total waste of time and energy for both sides and thus everyone should try his best to prevent conflict. To do this, you will need to learn the points of view your potential opponents (对手) share and the benefits of understanding people around you.

    If the conflict has already arisen, one of the best methods to settle disagreements is to treat the situation with humor. It does not mean, however, that you must ignore（忽视） your opponent's arguments and make jokes about them; it means that you should be in a friendly atmosphere, saying difficult-to-express things with a bit of humor. Humor will help you reduce anger and re-think problems to make them look easier to settle, and set your opponent's mind to working on a problem with you, not against you. This way, a conflict can become an opportunity for building a greater connection between you and your opponent.

    If the situation turns verbally abusive (恶语中伤), put a stop to it. Firmly but calmly state: "You're very angry right now and you're saying things you don't mean. I'm going to excuse myself. We can talk again after you calm down." Then leave the room or ask them to leave.

    How could we possibly think that keeping animals in cages in unnatural environments -mostly for entertainment purposes - is fair and respectful? Zoo officials say they are concerned about animals. However, most zoos remain “collections” of interesting “things” rather than protective habitats.

    Zoos teach people that it is acceptable to keep animals bored, lonely, and far from their natural homes. Zoos claim to educate people and save endangered species, but visitors leave zoos without having learned anything meaningful about the animals' natural behavior, intelligence, or beauty. Zoos keep animals in small spaces or cages, and most signs only mention the species' name, diet, and natural range.

    The animals' normal behavior is seldom noticed because zoos don't usually take care of the animals' natural needs. The animals are kept together in small spaces, with no privacy and little opportunity for mental and physical exercise. This results in unusually and self-destructive behavior called zoochosis. A worldwide study of zoos found that zoochosis is common among animals kept in small spaces or cages. Another study showed that elephants spend 22 percent of their time making repeated head movements or biting cage bars, and bears spend 30 percent of their time walking back and forth, a sign of unhappiness and pain.

    Furthermore, most animals in zoos are not endangered. Captive breeding(圈养繁殖) of endangered big cats, Asian elephants, and other species has not resulted in their being sent back to the wild. Zoos talk a lot about their captive breeding programs because they do not want people to worry about a species dying out. In fact, baby animals also attract a lot of paying customers. Haven't we seen enough competitions to name baby animals?

    Actually, we will save endangered species only if we save their habitats and put an end to the reasons people kill them. Instead of supporting zoos, we should support groups that work to protect animals' natural habitats.

    It is not only praise or punishment that determines a child's level of confidence. There are some other important ways we shape our kids—particularly by giving instructions and commands in a negative or positive choice of words. For example, we can say to a child "Don't run into traffic!" or "Stay on the footpath close to me." In using the latter, you will be helping your kids to think and act positively, and to feel competent in a wide range of situation, because they know what to do, and aren't scaring themselves about what not to do.

    Actually, it is all in the way the human mind works. What we think, we automatically rehearse. For example, if someone offered you a million dollars not to think of a blue monkey for two minutes, you wouldn't be able to do it. When a child is told "Don't fall off the tree," he will think of two things: "don't" and "fall off the tree". That is, he will automatically create the picture of falling off the tree in his mind. A child who is vividly imagining falling off the tree is much more likely to fall off. So it is far better to use "Hold on to the tree carefully."

    Clearly, positive instructions help kids to understand the right way to do things. Kids do not always know how to be safe, or how to react to the warning of the danger in negative words. So parents should make their commands positive. "Sam, hold on firm to the side of the boat" is much more useful than "Don't you dare to fall out of the boat?" or worse still "How do you think I'll feel if you drown?" The changes are small but difference is obvious.

    Children learn how to guide and organize themselves from the way we guide them with our words, so it pays to be positive.

    For over one hundred and fifty years, Americans of all social classes have worn blue jeans. {#blank#}1{#/blank#} Whether they are worn for work or for fashion today. Strauss' invention continues to be popular not only among Americans but also among people around the world.

    Levi Strauss was born in Germany in 1829. {#blank#}2{#/blank#}He grew up in Kentucky before moving to New York in 1847. Before becoming an American citizen and moving to the West in 1853, Strauss worked in his brother's dry goods business. This gave him a chance to produce his famous invention. After the gold rush of 1849, Strauss decided to move to the West to seek his fortunes.

    Strauss did not want to be a person who searched an area for minerals. Instead, he knew he could make a good living by selling supplies to the miners. At first, he planned to sell sewing supplies and cloth. {#blank#}3{#/blank#}When he heard miners complaining that their clothes were easily broken or they usually tore their pockets during mining, he decided to use a special fabric to make pants for the miners. These pants proved so popular that he quickly ran out of materials to make more.

    In 1873, Strauss received a letter from a Jewish tailor named Jacob Davis who had invented a process of connecting pockets with copper rivets(铆钉). This made the pants last a long time. Because Davis did not have the money to patent his idea, he offered to share it with Strauss if Strauss would agree to pay for the patent. {#blank#}4{#/blank#} 

    By the time Strauss died in 1902, he had made a great contribution to American fashion. {#blank#}5{#/blank#}The business has been growing ever since and Levi Strauss' company is now one of the largest clothing companies in the world.

A. As a young boy, he moved with his family to the United States.

B. Nobody knew what kind of material was suitable.

C. He did and Levi jeans have been made with metal rivets ever since.

D. However, he did not get much business for those products.

E. He also made a great contribution to America's clothing industry.

F. Since they were invented by Levi Strauss, they have become a symbol of American consumer culture.

G. As the business grew, Strauss got much money from it.

    My grandmother often said to me, "You can count the number of your true friends on the fingers of one hand." For a long time I thought this was true. However, I've now discovered my grandmother was only half right. Maybe we do only make a few "best" friends in our lifetime, but those aren't the only people that we can call friends. There are many different types. Let me tell you about a few of them.

    One type of friends is the type I call the "football mom friends". My neighbour Sally is a good example. We both have kids who play football in a football club, and someone has to take them to practise and pick them up. Sally and I and two other mothers do this. We meet sometimes and have tea and talk about what our kids are doing, but those are the only times that we meet each other. I enjoy being with these women, but we don't do anything else together.

    Another type is called the "hobby friend". That's the person you share an interest or a hobby with. Michael and Cater, who are brothers, are a good example of this type. We're all in a bird watching club. Every few weekends the members of the club go on a trip to watch different kinds of birds. There's nothing romantic about my relationship with Michael and Cater, of course. We just share interest in birds.

    Then there's the "other half the couple" type of friends. Jim is married to Rose, a friend that I have known since college. When Rose married Jim, I realized that I would have to be Jim's friend if I want to continue to be Rose's. Jim and I don't share so many interests, but we do have a friendly relationship.