Unit 5 Creativity and InnovationLead-in2. Case Study1) E2) Alex personifies important characteristics of a new world where creative consumers have unprecedented technology at their fingertips to envision ambitious dreams.Text AI.Reading Comprehension1. Determine whether the following statements are true or false. Write a T for true, an F for false, and an NG for not given.1) T 2) F 3) NG 4) F 5) T 6) F 7) T 8) NG 9) T 10) T2. Essay Questions1) Radiator Springs is implicative of the power of creativity from two perspectives. Firstly, the depiction of Radiator Springs in the animated movie Cars sprang from the imagination of Pixar, the animation house renowned for its creativity in filmmaking. Secondly, in the movie Cars, Radiator Springs is symbolic of the pure creativity instilling energy and enthusiasm into what used to be considered obsolete and dead. 2) Modernism intoxicated us with the idea that we are on the way to a brighter future in the light of material possessions. It reassures us that we deserve the progress and improvement by material acquisition. Postmodernism dismisses what is taken for granted by modernism. With the dawning of the postmodern era, Western culture is involved in a state of turbulence due to the loss of a centralized principle. We are led astray by complexity, cynicisms and doubt in our quest of purpose and meaning of life. Consumerism and materialism offer no elixir for our bewilderments.3) In the postmodern era of amazing technology and knowledge-based progress, there is a significant negative correlation between happiness and material wealth. Many studies have shown that the material wealth doesn’t spontaneously give rise to happiness. On the contrary, people find energy brands imbued with creativity irresistible because they feel delighted, inspired, elevated, empowered and amused. Creativity brings consumers a sense of well-being, the perception of a joyous life and the belief in a brighter future ahead.4) An incremental idea refers to an innovative idea that employs existing technology and aims at a regular improvement in existing processes, products and services. On the contrary, an exponential idea can produce radical innovations embracing breakthrough technologies and targeting dramatic performance improvement.5) Following the lure of creative brands, consumers get more actively involved in building deeper and more meaningful relationships with energy brands. They soberly stay away from blind consumerism and give priority to brands that continuously surprise, inspire, and lead them forward.II.Vocabulary1. Blank-filling: Complete the following sentences with the words given in the box. Change the form when necessary.1) diversions 2) sprang from 3) instill 4) paradigms 5) depopulated 6) posited 7) proclaims 8) subliminally 9) suspend 10) perpetuate2. Word Derivation1) elusive 2) hypocritical 3) skeptical 4) subtlety 5) inspirational III.Paraphrasing1.Rewriting: Rewrite the underlined part of each sentence in your own words.1) Creativity is now an economic force, reshaping the work world, sending the Industrial Age on to the next step.2) The advantage of being creative is now where competitive advantage is achieved through amazing innovation and thought bringing about a radical change to accepted patterns.3) Yet we’ve found that creative brands go beyond their disbelief of marketing, allowing them to believe without feeling hypocritical, thus resolving this conflict.4) In some ways, creativity acts as a quality or element, a sprinkling of which makes life more delightful for some unknown reasons.5) Innovation experts have long expressed their support for the opinion that innovations must supply motive force for the corporations in the future.2.Sentence Transformation: Complete the following sentences based on the structures given.1) Today it is increasingly widely recognized that creativity, art, and culture are far more than a mere ornament.2) Like Radiator Springs, Creative industries brought into White River Junction, Vermont and Pittsfield have led these old factory cities to start a revival process.3) Intellectually and spiritually, no longer do we feel we understand the human purpose; day by day, many of us escape the understanding of how to derive meaning out of life.4) The spirit of irresistible brands involves creativity as an integral part.5) They would rather take their reference from the future, where nothing is impossible, than take it from the past.IV.Translation1. Sentence Translation1) 温泉镇探寻到的创新之路吸引人们和商业重新回到了这个一度变为鬼城的小镇, 使它恢复了往日的时运，从这个例子我们见识到完美的创造力。