錄音一
Well, my current research is really about consumerbehavior.
那個(gè)，我目前的研究實(shí)際上與消費(fèi)者行為相關(guān)。
So recently, I've looked at young people's drinkingand it's obviously a major concern to Government atthe moment.
因此最近我調(diào)查了年輕人飲酒行為，它明顯是政府當(dāng)前最擔(dān)心的問(wèn)題。
I've also looked at how older people are representedin the media;
我還調(diào)查了老年人在媒體中呈現(xiàn)出來(lái)的形象;
again, it's of major current interest with older people becoming a much larger proportion ofUK and indeed, world society.
同樣，隨著老年人在英國(guó)乃至整個(gè)世界的人口中占的比重越來(lái)越大，所以它也成為了當(dāng)前的一個(gè)重要關(guān)注點(diǎn)。
I'm also interested in how consumers operate online,
我還對(duì)消費(fèi)者如何在線上運(yùn)作、
and how that online behavior might be different from how they operate offline when they go tothe shops.
以及他們線上的行為與線下購(gòu)物時(shí)的行為有什么不同感興趣。
Well, I think that the important thing here is to actually understand what's happening from theconsumer's perspective.
那個(gè)，我認(rèn)為這里最重要的一點(diǎn)是真正從消費(fèi)者的角度來(lái)理解正在發(fā)生的事情。
One of the things that businesses and indeed Government organizations often fail to do is toreally see what is happening from the consumer's perspective.
真正站在消費(fèi)者角度看問(wèn)題經(jīng)常是企業(yè)和政府部門沒(méi)能做好的事情之一
For example, in the case of young people's drinking,
就拿年輕人飲酒行為來(lái)說(shuō)吧，
one of the things that I've identified is that drinking for people say between the ages of 18 and 24 is all about the social activity.
我其中的一個(gè)發(fā)現(xiàn)是年齡在18至24歲之間的人完全是因?yàn)樯缃换顒?dòng)才飲酒。
A lot of the Government advertising has been about individual responsibility,
而政府的很多宣傳一直在強(qiáng)調(diào)個(gè)人的責(zé)任，
but actually understanding that drinking is very much about the social activity and finding waysto help young people get home safely, and not end up in hospital is one of the things thatwe've tried to present there.
但對(duì)這一行為的真正理解應(yīng)該是，飲酒與社交活動(dòng)密切相關(guān)，找到幫助年輕人安全回家、而沒(méi)有最終進(jìn)醫(yī)院的方法才是我們?cè)噲D在這里表明的事情之一。
The key thing about consumer behavior is that it's very much about how consumers change.
消費(fèi)者行為的關(guān)鍵之處是它與消費(fèi)者如何改變關(guān)系緊密。
Markets always change faster than marketing; so we have to look at what consumers are doing.
市場(chǎng)的變化永遠(yuǎn)要比市場(chǎng)營(yíng)銷的變化更快;因此我們必須要關(guān)注消費(fèi)者行為。
Currently I teach consumer behavior to undergraduates in their second year
我目前教授大學(xué)二年級(jí)學(xué)生的消費(fèi)者行為課程。
and we look at all kinds of things in consumer behavior and particularly how consumers arepresented in advertising.
我們關(guān)注涉及消費(fèi)者行為的所有事情，尤其關(guān)注消費(fèi)者是如何在廣告中呈現(xiàn)的。
So they get involved by looking at advertising and really critically assessing the consumerbehavior aspects of it and getting involved sometimes, doing primary research.
因此，他們通過(guò)觀看廣告參與進(jìn)來(lái)并且真正帶著批判性眼光評(píng)估該廣告涉及的消費(fèi)者行為，他們有時(shí)還做初步的研究。
For example, last year my students spent a week looking at their own purchasing and analyzedit in detail from shopping to the relationship that they have with their retail banks and theirmobile phone providers.
比如，上一年我學(xué)生花了一周時(shí)間來(lái)分析他們自己的購(gòu)買行為，并從購(gòu)物和他們與零售銀行和手機(jī)供應(yīng)商的關(guān)系的角度來(lái)詳細(xì)分析這一行為。
I think they found it very useful and it also helped them identify just what kind of budgets theyhad too.
我認(rèn)為他們發(fā)現(xiàn)這個(gè)方法非常有效，它還能幫助他們辨別他們的預(yù)算究竟屬于哪種類型。
The fact of the matter is that there's a whole range of interesting research out there
事實(shí)上，未來(lái)還有各種各樣有趣的研究，
and I think as the years go on, there's going to be much more for us to consider and certainlymuch more for students to become involved in.
并且我認(rèn)為，隨著時(shí)間的推移，有關(guān)消費(fèi)者的行為，我們要考慮的因素會(huì)更多，而且肯定會(huì)有更多的研究等待學(xué)生的參與。
Questions 16 to 18 are based on the recording you have just heard.
問(wèn)題16至18是基于你剛才所聽到的那篇錄音。
Question 16: What is the speaker currently doing?
問(wèn)題16：說(shuō)話者目前在做什么?
Question 17: What has the speaker found about young people's drinking?
問(wèn)題17：關(guān)于年輕人的飲酒行為，說(shuō)話者有什么發(fā)現(xiàn)?
Question 18: What does the speaker say that his students did last year?
問(wèn)題18：說(shuō)話者說(shuō)他的學(xué)生上一年做了什么事?
