If Confucius（孔子）were still alive today and could celebrate his September 28 birthday with a big cake, there would be a lot of candles. He'd need a fan or a strong wind to help him put them out.

    While many people in China will remember Confucius on his special day, few people in the United States will give him a passing thought. It's nothing personal.  Most Americans don't even remember the birthdays of their own national heroes.

    But this doesn't mean that Americans don't care about Confucius. In many ways he has become a bridge that foreigners must cross if they want to reach a deeper understanding of China.

In the past two decades, the Chinese studies programs have gained huge popularity in Western universities. More recently, the Chinese government has set up Confucius Institutes in more than 80 countries. These schools teach both Chinese language and culture. The main courses of Chinese culture usually included Chinese art, history and philosophy（哲学）. Some social scientists suggest that Westerners should take advantages of the ancient Chinese wisdom to make up for the drawbacks of Westerners philosophy.  Students in the United States, at the same time, are racing to learn Chinese.  So they will be ready for life in a world where China is an equal power with the United States.

    Businessmen who hope to make money in China are reading books about Confucius to understand their Chinese customers. 

    So the old thinker's ideas are still alive and well.

    Today China attracts the West more than ever, and it will need more teachers to introduce Confucius and Chinese culture to the West.

    As for the old thinker, he will not soon be forgotten by people in the West, even if his birthday is.

    Rainforests, it turns out, are not created equal. Take the Amazon rainforest, an area that covers about 7 million square kilometers. But within that huge expanse are all kinds of ecological zones, and some of these zones, says Greg Asner, are a lot more crowded than others.

    “Some forests have many species of trees,” he said, “others have few. Many forests are unique from others in terms of their overall species composition…” And all of these different small areas of forest exist within the giant space that is the Amazon Rainforest.

    So Asner, using the signature technique called airborne laser-guided imaging spectroscopy, began to map these different zones from the air. “By mapping the traits of tropical forests from above,” he explains, “we are, for the first time, able to understand how forest composition varies geographically.”

    The results show up in multicolored maps, with each color representing different kinds of species, different kinds of trees, the different kinds of chemical they are producing and using, and even the amount of biodiversity, the animal and plant species that live within each zone.

    Armed with this information, Asner says decision-makers now have “a first-time way to decide whether any given forest geography is protected well enough or not. If not, then new protections can be put in place to save a given forest from destruction.”

    Asner says the information is a great way for decision-makers to develop a “cost-benefit ratio type analysis.”  Conservation efforts can be expensive, so armed with this information, government leaders can ensure they are making the most of their conservation dollars by focusing on areas that are the most biologically diverse or unique.

    The next step, Asner says, is to take his project global, and to put his eyes even higher in the sky, on orbital satellites. “The technique we developed and applied to map Peru is ready to go global.” Asner said. “We want to put the required instrumentation on an Earth-orbiting satellite, to map the planet every month, which will give the best possible view of how the world's biodiversity is changing, and where to put much needed protections.

    Businesses are witnessing a difficult time, which has in turn produced influence on consumers, desire to go green. However, shoppers are still laying stress on environmental concerns.

    Two thirds of customers say that environmental considerations inform their purchases to the same degree as they did a year ago, while more than a quarter say that they are now even better aware of the environmental effect on what they buy.

    This may help to influence how shops store goods on their shelves. And the companies should still make efforts to become more environmentally friendly. Two out of three people think it is important to buy from environmentally responsible companies, with about one in seven saying that they had even decided to take their custom elsewhere if they felt a company's environmental reputation was not good enough.

Harry Morrison, chief executive (主管) of the Carbon Trust, sympathizes: "I understand this situation where survival is very important now. But from environmental considerations, the clock is ticking—we don't have much time. In addition, cutting carbon has an immediate effect as costs drop and a medium-term benefit for the brand."

    Larger companies have an extra motivation to look at reducing their carbon footprint, as new rules next year will require businesses to buy carbon allowances to make up for their emissions (排放). Those that have taken early action will have a head start. More than two thirds of consumers are not clear about which companies are environmentally responsible. This suggests that firms that are able to relay clearly their message to the public will be in a pole position to attract shoppers.

The Carbon Trust believes that it can help by informing customers about the good work companies are doing. "When companies are granted (授予) the standard, they can use a logo (标识) in all their marketing which makes it clear that they are working towards cutting emissions," Mr. Morrison said.

    “He is the best choice for goodwill ambassador.” Indian movie fans in China say.

    Indian actor Aamir Khan has got his major celebrity status in China. Aamir Khan was in China last week to promote his latest Hindi film Secret Superstar. During his weeklong stay, first in Shanghai and then in Beijing, the Indian actor also found out that he has become a major celebrity in a country where Hollywood's reach has been traditionally limited.

    Some local analysts compare his star status in China to that of Hollywood actors Tom Hanks, Tom Cruise and Leonardo DiCaprio. Others wonder if Khan is an activist actor. Still others describe him as a feminist（女权主义者）. The Chinese media seem to have called him Mishu, or Uncle Aamir. The surprising rise in popularity of the 52-year-old Bollywood star is owing to his striking movies. At more than 1 million, Khan has the most followers as an Indian on Sina Weibo, the country's Twitter-like platform.

    Secret Superstar had made more than 400 million yuan（$63 million）earlier this week. The story of a teenage Muslim girl's fight against ugly patriarchy（父权制）to realize her dreams was released in China on Jan 19.

    Last year, his film Dangal, inspired by the real journey of an Indian wrestler through a conservative landscape to turn his daughters into world-class athletes, had made nearly 1.3 billion yuan.

    In 2011, Khan's work first got major attention from Chinese moviegoers with Three Idiots, which was released in India much earlier. A statement on India's orthodox education system, similar to that of China, the Hindi film went along with the local audience. Film critics and fans alike recommended it to their friends.

    Some film critics say the education systems, gender discrimination（性别歧视）and domestic violence（家庭暴力）that Secret Superstar shows are among similarities of social issues in India and China. A series of “masterpieces” have made Khan an effective brand in China, in addition to his movie marketing and film devotion.

    There are so many expressions in American English that sound pleasant but are not.

    “Face the music” is a good example. When someone says they have to face the music, it does not mean they are going to a musical performance or concert. To face the music means to accept the unpleasant results of an action.

    Imagine a friend asks you to take care of her beautiful red sports car. She gives you the keys and says, “Thanks so much for watching my car while I'm away. But please do not drive it. It is an extremely fast car and you are not on the insurance (保险).”

    But you do not listen. You want to show off to some friends and pretend the car is yours. So, you drive it around town one night. As bad luck would have it, you lose control of the car and drive it into a stop sign. The damage is severe. When your friend returns you must tell her what you have done and “face the music”.

    The “music” here is the consequence or result of your actions. It could be losing her friendship or paying for repairs to her sports car or both. Whatever the music is, you must face it.

    There are other American expressions that mean the same as “face the music”.

    To “take your medicine” means to accept the results from something bad you have done. And if someone says, “You made your bed. Now lie in it.” He means you created a bad situation and now you will experience the results, or as we say in American spoken English, you must deal with it!

    “Pay the piper” also means the same as “face the music”. But, that expression has its own very interesting beginning. We will talk about that on another Words and Their Stories.

    Drug companies have spent billions of dollars searching for therapies to reverse or significantly slow Alzheimer's disease, but in vain. Some researchers argue that the best way to make progress is to create better animal models for research, and several teams are now developing mice that more closely imitate how the disease destroys people's brains.

    The US National Institutes of Health (NIH), the UK Dementia Research Institute and Jackson Laboratory (JAX) - one of the world's biggest suppliers of lab mice - are among the groups trying to genetically design more suitable mice. Scientists are also exploring the complex web of mutations(突变) that influences neurological (神经学的) decline in mice and people.

    "We appreciate that the models we had were insufficient. I think it's sort of at a critical moment right now." says Bruce Lamb, a neuro-scientist at Indiana University ~ho directs the NIH-funded programme.

    Alzheimer's is marked by cognitive impairment(认知损伤) and the build-up of amyloid-protein plaques (淀粉样蛋白块) in the brains of people, but the disease does not occur naturally in mice. Scientists get around this by studying mice that have been genetically modified to produce high levels of human amyloid protein. These mice develop plaques in their brains, but they still do not display the memory problems seen in people.

    Many experimental drugs that have successfully removed plaques from mouse brains have not lessened the symptoms of Alzheimer's disease in people. One focused stumble came last month, when three companies reported that their Alzheimer's drugs had failed in large, late-stage clinical trials. Although the drugs successfully blocked the accumulation of amyloid protein in mice, they seemed to worsen cognitive decline and brain shrinkage in people.

    The drive for better mouse models comes as genomics studies are linking the most common form of Alzheimer's to dozens of different genes. This diversity suggests that each case of the disease is caused by a different combination of genetic and environmental factors. "There is no single Alzheimer's disease," says Gareth Howell, a neuro-scientist at Jackson Laboratory (JAX) in Bar Harbor, Maine.

    Howell argues that scientists' reliance on lab mice with only a few genetically engineered mutations might have limited research. His own work suggests that in mice, just as in people, genetic diversity plays a part in determining how Alzheimer's develops.