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To begin with,"muzak"(音乐广播网 )was intended simplyto createasoothing(安慰)atmosphere.Recently,however,it's ecome big business —thanks in part to recentresearch.Dr.Ronald Milliman,an American marketing expert,hasshown that music can boost sales or increase factory roduction by as much as a third.But,it has to be light music.A fast one has no effect atall on sales.Slow music can increase receipts by 38%.This isprobably because shoppers slow down and have more opportunityto spot items they like to buy.Yet,slow music isn't alway sanswer.Dr.Milliman found,for example,that in restaurants slowmusic meant customers took longer to eat their meals,whichreduced overall sales.So restaurants owners might be welladvised to play up-tempo music to keep the customers moving—unless of course,the resulting indigestion leads tocomplaints!
练习：
1.The reason why background music is so popular isthat ______.
A.it can have a powerful effect on those who hear it
B.it can help to create a soothing atmosphere
C.it can boost sales or increase factory production erywhere
D.it can make customers eat their meals quickly
2.Background music means ________.
A.light music that customers enjoy mostB.fast music that makes people move
fast
C.slow music that can make customers enjoy their meals
D.the music you are listening to while you are doingomething
3.Restaurant owners complain about background musicbecause ______.
A.it results in indigestion
B.it increases their sales
C.it keeps customers moving
D.it decreases their sales
4.The word"up-tempo music"probably means_____.
A.slow music
B.fast music
C.light music
D.classical music
Rogue theory of smell gets a boost
1.A controversial theory of how we smell, which claims that our fine sense of
odour depends on quantum mechanics, has been given the thumbs up by a team of
physicists.
2.Calculations by researchers at University College London (UCL) show that
the idea that we smell odour molecules by sensing their molecular vibrations
makes sense in terms of the physics involved.
3.That's still some way from proving that the theory, proposed in the
mid-1990s by biophysicist Luca Turin, is correct.But it should make other
scientists take the idea more seriously.
4."This is a big step forward," says Turin, who has now set up his own
perfume company Flexitral in Virginia.He says that since he published his
theory, "it has been ignored rather than criticized."
5.Most scientists have assumed that our sense of smell depends on receptors
in the nose detecting the shape of incoming molecules, which triggers a signal
to the brain.This molecular 'lock and key' process is thought to lie behind a
wide range of the body's detection systems: it is how some parts of the immune
system recognise invaders, for example, and how the tongue recognizes some
tastes.
6.But Turin argued that smell doesn't seem to fit this picture very
well.Molecules that look almost identical can smell very different — such as
alcohols, which smell like spirits, and thiols, which smell like rotten eggs.And
molecules with very different structures can smell similar.Most strikingly, some
molecules can smell different — to animals, if not necessarily to humans —
simply because they contain different isotopes (atoms that are chemically
identical but have a different mass).
7.Turin's explanation for these smelly facts invokes the idea that the smell
signal in olfactory receptor proteins is triggered not by an odour molecule's
shape, but by its vibrations, which can enourage an electron to jump between two
parts of the receptor in a quantum-mechanical process called tunnelling.This
electron movement could initiate the smell signal being sent to the brain.
8.This would explain why isotopes can smell different: their vibration
frequencies are changed if the atoms are heavier.Turin's mechanism, says
Marshall Stoneham of the UCL team, is more like swipe-card identification than a
key fitting a lock.
9.Vibration-assisted electron tunnelling can undoubtedly occur — it is used
in an experimental technique for measuring molecular vibrations."The question is
whether this is possible in the nose," says Stoneham's colleague, Andrew
Horsfield.
10.Stoneham says that when he first heard about Turin's idea, while Turin was
himself based at UCL, "I didn't believe it".But, he adds, "because it was an
interesting idea, I thought I should prove it couldn't work.I did some simple
calculations, and only then began to feel Luca could be right." Now Stoneham and
his co-workers have done the job more thoroughly, in a paper soon to be
published in Physical Review Letters.
11.The UCL team calculated the rates of electron hopping in a nose receptor
that has an odorant molecule bound to it.This rate depends on various properties
of the biomolecular system that are not known, but the researchers could
estimate these parameters based on typical values for molecules of this
sort.
12.The key issue is whether the hopping rate with the odorant in place is
significantly greater than that without it.The calculations show that it is —
which means that odour identification in this way seems theoretically
possible.
13.But Horsfield stresses that that's different from a proof of Turin's
idea."So far things look plausible, but we need proper experimental
verification.We're beginning to think about what experiments could be
performed."
14.Meanwhile, Turin is pressing ahead with his hypothesis."At Flexitral we
have been designing odorants exclusively on the basis of their computed
vibrations," he says."Our success rate at odorant discovery is two orders of
magnitude better than the competition." At the very least, he is putting his
money where his nose is.
Questions 5-9
Complete the sentences below with words from the passage.Use NO MORE THAN
THREE WORDS for each answer.
5.The hypothesis that we smell by sensing the molecular vibration was made by
______.
6.Turin's company is based in ______.
7.Most scientists believed that our nose works in the same way as our
______.
8.Different isotopes can smell different when ______ weigh differently.
9.According to Audrew Horsfield, it is still to be proved that ______ could
really occur in human nose.
