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1、Unit5CreativityandInnovationLead-in2.CaseStudy1)E2)Alexpersonifiesimportantcharacteristicsofanewworldwherecreativeconsumershaveunprecedentedtechnologyattheirfingertipstoenvisionambitiousdreams.TextAI.ReadingComprehension1.Determinewhetherthefollowingstatementsaretrueo
2、rfalse.WriteaTfortrue,anFforfalse,andanNGfornotgiven.1)T2)F3)NG4)F5)T6)F7)T8)NG9)T10)T2.EssayQuestions1)RadiatorSpringsisimplicativeofthepowerofcreativityfromtwoperspectives.Firstly,thedepictionofRadiatorSpringsintheanimatedmovieCarssprangfromtheimaginationofPixar,the
3、animationhouserenownedforitscreativityinfilmmaking.Secondly,inthemovieCars,RadiatorSpringsissymbolicofthepurecreativityinstillingenergyandenthusiasmintowhatusedtobeconsideredobsoleteanddead.2)Modernismintoxicateduswiththeideathatweareonthewaytoabrighterfutureintheligh
4、tofmaterialpossessions.Itreassuresusthatwedeservetheprogressandimprovementbymaterialacquisition.Postmodernismdismisseswhatistakenforgrantedbymodernism.Withthedawningofthepostmodernera,Westerncultureisinvolvedinastateofturbulenceduetothelossofacentralizedprinciple.Wear
5、eledastraybycomplexity,cynicismsanddoubtinourquestofpurposeandmeaningoflife.Consumerismandmaterialismoffernoelixirforourbewilderments.3)Inthepostmoderneraofamazingtechnologyandknowledge-basedprogress,thereisasignificantnegativecorrelationbetweenhappinessandmaterialwea
6、lth.Manystudieshaveshownthatthematerialwealthdoesn’tspontaneouslygiverisetohappiness.Onthecontrary,peoplefindenergybrandsimbuedwithcreativityirresistiblebecausetheyfeeldelighted,inspired,elevated,empoweredandamused.Creativitybringsconsumersasenseofwell-being,thepercep
7、tionofajoyouslifeandthebeliefinabrighterfutureahead.4)Anincrementalideareferstoaninnovativeideathatemploysexistingtechnologyandaimsataregularimprovementinexistingprocesses,productsandservices.Onthecontrary,anexponentialideacanproduceradicalinnovationsembracingbreakthr
8、oughtechnologiesandtargetingdramaticperformanceimprovement.5)Followingthelureofcreativebrands,consumersgetmoreactivelyinvolv
