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Unit 5
Appearance
After-Class Reading
PASSAGE I Dress for Success
Since I had very early on discovered that the socioeconomic value of a man's clothing is important in determining his credibility with certain groups, his ability to attract certain kinds of women and his acceptance to the business community, one of the first elements I undertook to research was the socioeconomic level of all items of clothing.
Take the raincoat, for example. Most raincoats sold in this country are either beige or black; those are the two standard colors. Intuitively I felt that the beige raincoat was worn generally by the upper-middle class and black by the lower-middle class.
First I visited several Fifth Avenue stores that cater almost exclusively to upper-middle-class customers and attempted to ascertain the number of beige raincoats versus black raincoats being sold. The statistical breakdown was approximately four to one in favor of beige.[1] I then checked stores on the lower-middle-class level and found that almost the reverse statistic applied.[2] They sold four black raincoats to each beige raincoat.
This indicated that in all probability my feeling was correct, but recognizing that there were many variables that could discredit such preliminary research, I set the second stage in motion. On rainy days, I hired responsible college students to stand outside subway stations in determinable lower-middle-class neighborhoods and outside determinable upper-middle-class suburban commuter-stations, all in the New York area. The students merely counted the number of black and beige raincoats. My statistics held up at approximately four to one in either case, and I could now say that in the New York area, the upper-middle class generally wore beige raincoats and the lower-middle class generally wore black ones.
My next step was to take a rainy-day count in the two different socioeconomic areas in Chicago, Los Angeles, Dallas, Atlanta and six equally widespread small towns.[3] The research again held up; statistics came back from the cities at about four to one and from the small towns at about two-and-a-half to three to one. (The statistics were not quite that clear-cut, but averaged out into those ranges.[4])
From these statistics I was able to state that in the United States, the beige raincoat is generally worn by members of the upper-middle class and the black raincoat generally worn by members of the lower-middle class. From this, I was able to hypothesize that since these raincoats were an intrinsic part of the American environment, they had in all probability conditioned people by their predominance in certain classes, and automatic reactions could be expected.[5]
In short, when someone met a man in a beige raincoat, he was likely to think of him as a member of the upper-middle class, and when he met a man in a black raincoat, he was likely to think of him as a member of the lower-middle class. I then had to see if my hypothesis would hold up under testing.
My first test was conducted with 1362 people-a cross section[6]of the general public. They were given an "extrasensory perception" test in which they were asked to guess the answers to a number of problems to which the solutions (they were told) could only be known through ESP.[7] The percentage of correct answers would indicate their ESP quotient.[8] Naturally, a participant in this type of test attempts to get the right answer every time and has no reason to lie, since he wants to score high.
In this test, among a group of other problems and questions, I inserted a set of almost identical "twin pictures." There was only one variable. The twin pictures showed the same man in the same pose dressed in the same suit, the same shirt, the same tie, the same shoes. The only difference was the raincoat-one black, one beige. Participants were told that the pictures were of twin brothers, and were asked to identify the more prestigious of the two. Over 87 percent, or 1,118 people, chose the man in the beige raincoat.
I next ran a field test.[9] Two friends and I wore beige raincoats for one month, then switched to black raincoats the following month. We attempted to duplicate our other clothing during both months.[10] At the end of each month, we recorded the general attitude of people toward us-waiters, store clerks, business associates, etc. All three of us agreed that the beige raincoat created a distinctly better impression upon the people we met.
Finally, I conducted one additional experiment alone. Picking a group of business offices at random, I went into each office with a Wall Street Journal in a brown envelope and asked the receptionist or secretary to allow me to deliver it personally to the man in charge. When wearing a black raincoat, it took me a day and a half to deliver twenty-five papers. In a beige raincoat, I was able to deliver the same number in a single morning.
The impression transmitted to receptionists and secretaries by my black raincoat and a nondescript suit, shirt and tie clearly was that I was a glorified delivery boy, and so I had to wait or was never admitted. But their opinion of me was substantially altered by the beige raincoat worn with the same other clothes. They thought I might be an associate or friend of the boss because that is what I implied, and they had better let me in. In short, they reacted to years of preconditioning and accepted the beige raincoat as a symbol of authority and status while they rejected the black raincoat as such.[11]
The experiment will give you an idea of why I have spent so many years and so much money in determining what constitutes upper-middle-class dress. It is obvious from the experiment that secretaries and receptionists, who generally were not members of the upper-middle-class, did in fact recognize upper-middle-class clothing, if not consciously then at least subconsciously, and they did react to it. Their reactions indicate that dress is neither trivial nor frivolous, but an essential element in helping a man to function in the business world with maximum effectiveness.
But does everyone react as the secretaries did?
For years, some companies have been attempting to increase the efficiency of employees by prescribing dress and establishing dress codes.[12] Most of these schemes have proved ineffective because they have been created by amateurs who don't understand the effect clothing has on the work environment. Dress codes can work, but the assumption that clothing has a major, continuing impact on the wearer is erroneous. True, you may feel shabby when you wear shabby clothes, and your morale may perk up a bit when you splurge on an expensive tie. But clothing most significantly affects the people whom the wearer meets and, in the long run, affects the wearer only indirectly because it controls the reaction of the world to him. My research shows that in most business situations the wearer is not directly affected by his clothing, and that the effect of clothing on other people is mainly controlled by the socioeconomic level of the clothing.
Let me say it straight out: We all wear uniforms and our uniforms are clear and distinct signs of class. We react to them accordingly. In almost any situation where two men meet, one man's clothing is saying to the other man: "I am more important than you are, please show respect"; or "I am your equal and expect to be treated as such"; or "I am not your equal and I do not expect to be treated as such." (1274 words)
Proper Names
Fifth Avenue
（纽约市的）第五街
Wall Street Journal
华尔街日报（1889年由查尔斯.H.道创办的报道商业和金融消息的美国报纸，1940年起它同时报道商业金融消息和一般消息。）
New Words
amateur
n.
1) a person inexperienced or unskilled in a particular activity ；外行，粗通某一行的人
e.g. I) The repair work on this house was clearly done by a bunch of amateurs.
II) The fact that the line was not straight showed that it was the work of an amateur.
2) a person who takes part in a sport or an activity for pleasure, not for money as a job 业余爱好者，业余运动员
e.g. The tournament（比赛）is open to amateurs as well as professionals.
ascertain
v. (formal) discover (the truth about something), make certain 查明，弄清，确定
e.g. I) It was difficult to ascertain where he was born.
II) At this stage it is almost impossible to ascertain the truth.
beige
1) n. the color that is pale dull yellowish brown 米黄色
e.g. Beige is a popular color for trousers.
2) adj. pale dull yellowish brown 米黄色的
e.g. His beige sweater did not look good with his orange pants.
determinable *
adj. capable of being determined 可确定的，可测定的
discredit
v. cause something to be distrusted, refuse to believe in something 使不相信，使怀疑
e.g. I) The new scientific evidence discredits earlier theories.
II) Unfortunately, modern research tends to discredit the legend.
distinctly *
adv. clearly, noticeably 清楚地，显然
e.g. I) He heard a voice distinctly calling, "Tommy."
II) He was looking distinctly nervous before his interview this morning.
duplicate
v.
1) do or perform again, repeat 重复
e.g. We don't want to duplicate the work of other departments.
2) make an exact copy of 复制，复印
e.g. I) Can you duplicate this key for me?
II) She duplicated a few copies of my letter and handed me the original.
erroneous
adj. incorrect, mistaken错误的，不正确的
e.g. He held the erroneous belief that the more it cost the better it must be.
extrasensory
adj. beyond the normal range of the senses?
e.g. He claims he has extrasensory powers and can predict the future.
extrasensory perception
the ability to know things without using hearing, seeing, touch, taste or smell超感知觉
e.g. She has extrasensory perception or ESP and knows when someone is thinking about her.
frivolous
adj. unimportant, unnecessary?不重要的，无意义的
e.g. She spends money on frivolous things.
glorify
v. cause to appear more important than in reality 使显得更重要，美化
e.g. I) She calls it a country house, but I call it a glorified hut.
II) I wouldn't glorify it with the name of a dictionary; it's more of a phrase book.
hypothesis
n. (pl. hypotheses) an idea that is suggested as a possible explanation for something 假设，假说
e.g. I) Several hypotheses for global warming have been suggested.
II) The hypothesis has been put forward that some chemicals used in food can affect children's behavior.
hypothesize *
v. put something forward as a hypothesis 假设，假定，猜测
e.g. There's no point hypothesizing about how the world began, since we'll never know.
ineffective*
adj. not effective 无效的，效率低的
e.g. I) Attempts to persuade him proved ineffective.
II) This kind of thinking is ineffective in generating new ideas.
intrinsic
adj. belonging to or being part of a thing by its very nature 固有的，内在的，本质的
e.g. I) Dependency is an intrinsic part of love.
II) In recent years I have realized that many of my intrinsic attitudes are very Chinese.
intuitively
adv. instinctively 直觉地
e.g. He seemed to know intuitively what to do.
neighborhood
n.
1) the area or region around or near some place or thing, vicinity 邻近地区，附近
e.g. I) The houses in that neighborhood are expensive.
II) Are there any hotels in the neighborhood?
2) a number of persons living in a particular area or place 四邻，街坊
e.g. You're going to wake up the whole neighborhood with that noise.
nondescript
adj. undistinguished or dull, not easily noticed 平凡无奇的，无明显特征的
e.g. Her clothes were so nondescript that I can't remember what she was wearing.
perk
v. become more cheerful or lively 振作，活跃起来
e.g. The little girl perked up immediately when I told her we could go to the zoo.
precondition *
v. prepare or influence beforehand for a particular event, situation, or use 预先影响或处理，使先有准备
predominance *
n. the state of being greater in strength, numbers, etc. （力量，数量等的）优势
e.g. I) There is a predominance of women among the company's new employees.
II) Japanese companies have predominance in the world electronics market.
preliminary
adj. coming before a more important action or event, preparatory 初步的，预备的
e.g. I) The students take a preliminary test in March, and the main exam in July.
II) During the second year, students begin preliminary work on their dissertation (博士论文).
receptionist *
n. a person who welcomes or deals with people arriving in a hotel or place of business, etc. 接待员
e.g. Make another appointment with the receptionist.
shabby
adj.
1) poor, inferior, poorly dressed 不体面的，衣衫褴褛的
e.g. I) She looks rather shabby in those clothes.
II) Samuel was decidedly feeling shabby, but luckily Bobby mistook this for shyness.
2) in poor condition through much use or being badly cared for 破旧的
e.g. The old house has grown shabby with age.
splurge
v. spend (money) on some luxury or pleasure, especially a costly one 挥霍，乱花
e.g. We went to Paris and splurged on expensive meals in restaurants.
statistic
n. a numerical fact or datum, especially one computed from a sample 统计数值，统计资料
e.g. I) Here's an alarming statistic: A car is stolen every two minutes.
II) The latest crime statistics show that there has been an increase in violent assaults.
statistics
n. a branch of mathematics concerned with facts or information expressed in numbers 统计学
e.g. Statistics is an easy subject for someone who is good at mathematics.
statistical *
adj. of, relating to, or based on the principles of statistics 统计（上）的，统计学（上）的
e.g. These days it is hard to find industries, government departments or services which do not use mathematical and statistical methods.
subconsciously *
adv. unconsciously 下意识地，潜意识地
e.g. I suppose that, subconsciously, I was reacting against my unhappy childhood.
suburban *
adj. of or in a suburb 城郊的，在郊区的
e.g. A surprising number of birds and animals can be found in the suburban garden.
versus
prep.
1) as compared to, in contrast with 与......相比之下，与......相对
e.g. I) It's a question of quality versus price.
II) The Finance Minister must weigh up the benefits of a tax cut versus those of increased public spending.
2) (used in sport for showing that two teams or people are playing against each other) against (比赛等中)以......为对手，对......
e.g. It's going to be England versus Argentina in the final.
Phrases and Expressions
at random
not in any special order or for any special reason 随意地，任意地
e.g. I) The competitors were chosen at random from the audience.
II) Prizes will be awarded to the first 30 correct entries (答案正确的参赛者) selected at random by our computer.
average out (at/to/into)
calculate the average, have as the average number 平均（为......）
e.g. I) The weekly profits averaged out at 20 % .
II) My time off work this year averages out at two days at week.
III) When I average out what I spend on clothes, it comes to about ￡150 a month.
cater to
provide what somebody or something needs or wants 迎合，投合
e.g. I) Those hotels cater especially to foreign tourists.
II) Music shows that cater to older audiences tend to be more traditional.
clear-cut
distinct, definite and unambiguous 清楚的，明显的，不含糊的
e.g. I) There are differences, but I think they are not as clear-cut as some people would say.
II) Nearly 200 students took part in this experiment and the results were clear-cut.
early on
at or near the beginning of something 在初期，在早期
e.g. I) He realized early on that he would never pass the exam.
II) The wheel was invented very early on in human history.
hold up
prove true, remain convincing after close examination 证明属实，经受考验
e.g. I) The police were doubtful at first, but Tom's story held up.
II) Your argument, though romantically appealing, doesn't hold up.
in all probability
very probably, very likely 很可能，十之八九
e.g. I) In all probability Jason will simply get a strong warning not to do it again.
II) There will, in all probability, be parts that you do not understand.
in charge
in control or command 主管，掌管
e.g. I) I'd like to speak to the person in charge.
II) She was put in charge of the wedding arrangements.
in the long run
after a long period, in the end 从长远看，终究
e.g. I) We ought to buy a car-it will be cheaper in the long run.
II) I am sure that in the long run he will prove to be your best friend.
set something in motion
make something start happening, especially by means of an official order 开动，使某物开始运转转达或工作
e.g. I) Pull the handle towards you to set the machine in motion.
II) The government is to set in motion a wide-ranging review of defense spending.
straight out
in an honest and direct way坦率地，直言地
e.g. I) She told him straight out that she wouldn't work on Sunday.
II) I shall tell her straight out that I'm not going to do it.
PASSAGE II Neat People versus Sloppy People
I've finally figured out the difference between neat people and sloppy people. The distinction is, as always, moral. Neat people are lazier and meaner than sloppy people.
Sloppy people, you see, are not really sloppy. Their sloppiness is merely the unfortunate consequence of their extreme moral sense. Sloppy people carry in their mind's eye a heavenly vision, a precise plan, that is so great, so perfect, it can't be achieved in this world or the next.
Sloppy people live in Never-Never Land.[1] Someday is their profession.[2] Some-day they are planning to alphabetize all their books and set up home catalogs. Some-day they will go through their wardrobes and mark certain items for tentative mending and certain items for passing on to relatives of similar shape and size. Someday sloppy people will make family scrapbooks into which they will put newspaper clippings, postcards, locks of hair, and the dried corsage from their senior prom.[3] Some-day they will file everything on the surface of their desks, including the cash receipts from coffee purchases at the snack shop. Someday they will sit down and read all the back issues[4] of The New Yorker.
For all these noble reasons and more, sloppy people never get neat. They aim too high and wide. They save everything, planning someday to file, order, and straighten out the world.[5] But while these ambitious plans take clearer and clearer shape in their heads, the books spill[6] from the shelves onto the floor, the clothes pile up in the laundry basket and closet, the family mementos accumulate in every drawer, the surface of the desk is buried under mounds of paper and the unread magazines threaten to reach the ceiling.
Sloppy people can't bear to part with anything. They give loving attention to every detail. When sloppy people say they're going to tackle the surface of the desk, they really mean it. Not a paper will go unturned; not a rubber band will go unboxed.[7] Four hours or two weeks into the excavation, the desk looks exactly the same, primarily because the sloppy person is carefully creating new piles of papers with new headings and routinely stopping to read all the old book catalogs before he throws them away. A neat person would just clear off the desk.
Neat people are not good at heart. They have cavalier attitudes toward possessions, including family heirlooms. Everything is just another dust-catcher[8] to them. If anything collects dust, it's got to go and that's that.[9] Neat people will toy with the idea of throwing the children out of the house just to cut down on the clutter.[10]
Neat people don't care about process. They like results. What they want to do is get the whole thing over with[11] so they can sit down and watch TV. Neat people operate on two unvarying principles: never handle any item twice, and throw everything away.
The only thing messy in a neat person's house is the trash can. The minute something comes to a neat person's hand, he will look at it, try to decide if it has immediate use and, finding none, throw it in the trash.
Neat people are especially vicious with mail. They never go through their mail unless they are standing directly over a trash can.[12] If the trash can is beside the mailbox, even better. All ads, catalogs, pleas for charitable contributions, church bulletins and money-saving coupons go straight into the trash can without being opened. All letters from home, postcards from Europe, bills and paychecks are opened, immediately responded to, then dropped in the trash can. Neat people keep their receipts only for tax purposes. That's it.[13] No sentimental salvaging of birthday cards or the last letter a dying relative ever wrote. Into the trash it goes.
Neat people place neatness above everything, even economics. They are incredibly wasteful. Neat people throw away several toys every time they walk through the den. I knew a neat person once who threw away a perfectly good dish drainer because it had mold on it. The drainer was too much trouble to wash. And neat people sell their furniture when they move.
Neat people are no good to borrow from. Neat people buy everything in expensive little single portions.[14] They get their flour and sugar in two-pound bags. They wouldn't consider clipping a coupon, saving a leftover, reusing plastic containers or rinsing off tin foil and draping it over the dish drainer.[15] You can never borrow a neat person's newspaper to see what's playing at the movies. Neat people have the paper all wadded up and in the trash by 7:05 A.M.
Neat people remove everything that is in their way. People, animals, and things are all one to them.[16] They are so insensitive. After they've finished with the pantry, the medicine cabinet, and the attic, they will throw out the red geranium (too many leaves), sell the dog (too many fleas), and send the children off to boarding school (too many footprints on the hardwood floors).[17] (835 words)
Proper Name
The New Yorker
《纽约人》杂志
New Words
alphabetize *
v. put or arrange according to the order of the letters in the alphabet 依字母顺序排列
e.g. The listings（目录）are arranged by state and alphabetized by city.
band
n.
1) a thin, flat, narrow piece of material used for fastening something, or put around something, often to hold it together 带，带形物
e.g. I) The oak box was strengthened with bands of iron.
II) The cards were held together by a rubber band （橡皮筋）.
2) a group of musicians who play together 乐队
e.g. The band had recorded half of the material for their new album with Young.
boarding school
n. a school where pupils live and study 寄宿学校
e.g. They have maintained their position when some boarding schools are facing a tough time.
bulletin
n.
1) a short newspaper that a club or organization produces 小报，会刊
e.g. I) As a member of the fan club, she receives a monthly bulletin.
II) The college bulletin lists all of the classes offered this semester.
2) a short news report on TV or radio 简明新闻，新闻快报
e.g. I) The next news bulletin on this channel is at ten o'clock.
II) Here is the latest bulletin about the President's health.
catalog
n. a list of items, usually in alphabetical order, with a description of each item 目录（册），一览表
e.g. I) Look in the catalog to see whether the library has this book.
II) The store sent us a catalog of their merchandise.
cavalier
adj. thoughtless and disrespectful 满不在乎的，轻蔑的
e.g. I'm annoyed at your cavalier attitude towards this serious matter.
charitable*
adj. kind and generous, especially in giving help to the poor 仁慈的，慷慨的，慈悲为怀的
e.g. I) The entire organization is funded by charitable donations.
II) The money was raised by a number of charitable institutions.
clipping*
n. an article or picture that has been cut out of a newspaper or magazine剪报
e.g. My friend showed me a clipping about her school.
closet
n. a small room or cabinet for storing clothing, food, etc.壁橱，橱柜
e.g. We keep our coats and umbrellas in the closet by the front door.
corsage
n. a small bunch of flowers worn on special occasions （佩带的）装饰花束
coupon
n. a small piece of printed paper that gives you the right to pay less for something or to get something free 优惠券，礼券
e.g. She clipped a few discount coupons from the paper.
den
n. a room for relaxation and study 舒适的房间、私室或书斋
e.g. The kids are watching TV in the den.
drainer *
n. something used for water to flow off (dishes) 滴水用具，滤干器
excavation
n. an area in which digging out or uncovering has been done or is in progress挖掘或发掘现场
e.g. In time these new excavations will requrie conservation.
flea
n. a small jumping insect without wings that feeds on the blood of humans and animals 跳蚤
e.g. Throw away the dustbag from your vacuum cleaner after use to prevent any flea eggs from developing.
foil
n. a very thin sheet of metal used to wrap or line things 箔，金属薄片
e.g. The cook wrapped the chicken in foil.
geranium
n. a garden plant with attractive red, pink or white flowers 天竺葵
e .g. His mother grows geraniums in window boxes.
hardwood*
n. & adj. wood with a hard surface and texture 硬木（的）
e.g. We have hardwood oak(橡木) floors in our house.
heading
n. the words used as a title to summarize writing 标题
e.g. I) She gave Chapter Two the heading "An Old Flame".
II) Here the subject may be dealt with under four headings.
heirloom
n. something handed down in a family for several generations 传家宝
e.g. The silver tea set is a family heirloom.
memento
n. an object that reminds one of someone or something 纪念品
e.g. The couple has maps and photos as mementos of their vacation in London.
messy *
adj. in a state of disorder, dirty 零乱的，杂乱的，肮脏的
e.g. Her room is always messy with magazines and clothes everywhere.
plea
n. an urgent, serious or emotional request 恳求，请求
e.g. I) He at last responded to her pleas for help.
II) Her plea that she be allowed to keep the house she was living in went unanswered.
profession
n. an occupation that requires training and specialized study 职业，专业工作
e.g. I) What made you choose law as a profession?
II) He wants a career in one of the professions, probably either law or journalism.
reuse*
v. use something again再使用
e.g. If we reuse our bottles and cans, there will be less garbage each week.
rinse
v. wash with clean water to remove unwanted substances 冲冼
e.g. He rinsed the teapot to get rid of the tea leaves.
salvage
v. save something of value from loss or ruin 挽救，抢救
e.g. We will salvage the car parts from the accident.
sloppiness
n. the quality or condition of being messy and careless 凌乱，马虎
unvarying*
adj. not changing, staying the same 经久不变的，从无变化的
e.g. This'familiarity is provided by the unvarying breakfast menu.
wad
v. press something such as a piece of paper or cloth into a small tight ball使......成一团
e.g. He wadded up the paper and threw it onto the floor.
wardrobe
n. a piece of furniture for keeping or storing clothes 衣橱
e.g. We didn't have enough built-in closets, so we bought a wardrobe.
Phrases and Expressions
at heart
in one's real nature, in contrast to how one may appear 本质上，实际上
e.g. I) My father seems strict but he is a very kind man at heart.
II) Mr. Hawkins seems friendly, but he is just a ruthless businessman at heart.
clear off
remove (something) from an area to make clean 清理，清除
e.g. I) Let's clear off the table now that dinner is over.
II) I'll just clear all my papers off the table.
cut down (on)
reduce 减少
e.g. I) The doctor advised her to cut down on fatty foods.
II) I'm trying to cut down on the amount of sugar I eat.
III) You can save time for yourself by cutting your shopping down to twice a week.
finish with (something)
have nothing more to do with something, stop using or needing something 完成，结束，用好
e.g. I) I hope you will finish with my book this week.
II) Tomorrow we shall have finished with this unfortunate business once and for all.
in one's mind's eye
in the imagination, in the memory 在想像中，在记忆中
e.g. I) Frowning, the old man saw the chart now in his mind's eye, but not clearly.
II) The old lady can still see in her mind's eye the house where she lived as a child.
in one's way
in a position that blocks or interferes 挡道的，妨碍人的
e.g. I) I do not want to be in your way.
II) The men stood in the way and would not let us enter the building.
part with
give away, stop having 放弃，舍弃
e.g. I) It's not easy to part with one's favorite possessions.
II) Joanna could not bear to part with her favorite toy.
pass something on (to someone)
give something (to somebody else) 传给（另外的人）
e.g. I) Could you pass it on to Laura when you've finished reading it?
II) She handed a typewritten sheet to John to pass on to George.
pile up
form into a mass or large quantity, accumulate 堆积，积聚
e.g. I) The bills keep piling up.
II) The papers she was meant to be reading piled up untouched on her desk.
toy with the idea (of doing something)
consider an idea not very seriously 随随便便地对待，不很认真地考虑
e.g. I) He toyed with the idea of becoming an actor.
II) I've been toying with the idea of moving abroad for some time.
PASSAGE III Turning Boys into Girls
I love Men's Health[1] magazine. There! I've told you and I am not ashamed. My affection for Men's Health is driven by pure gender politics-by the realization that this magazine, and a handful of others like it, are evening things out in a way that Ms.[2] can only dream of. With page after page of bulging biceps and masculine jaws, robust hairlines and silken skin. Men's Health is advertising a standard of male beauty as stereotyped and unrealistic as the female version sold by those large-eyed, very young girls seen on the covers of Glamour and Elle.[3] And with a variety of helpful features on "Foods That Fight Fat," "Banish Your Potbelly," and "Save Your Hair (Before It's Too Late)," Men's Health is well on its way to making the male species as insane, insecure, and irrational about physical appearance as does any women's magazine.
The days when men scrubbed their faces with regular soap and viewed gray hair and wrinkles as a badge of honor are fading. Last year, international market analyst Euromonitor placed the U.S. men's toiletries market-hair color, skin moisturizer, tooth whiteners, etc. -at $3.5 billion.[4] According to a survey conducted by researchers for Men's Health in November 1996, approximately 20 percent of American men get manicures or pedicures, 18 percent use skin treatments such as masks or mud packs, and 10 percent enjoy professional facials.[5] That same month. Psychology Today reported that a poll showed that "6 percent of men nationwide actually use traditionally female products to create the illusion of a youthful appearance."
What men are putting on their bodies, however, is nothing compared with what they're doing to their bodies: While in the 1980s only an estimated one in 10 plastic surgery patients were men, as of 1996, that ratio had shrunk to one in five.[6] The American Academy of Cosmetic Surgery estimates that nationwide more than 690,000 men had cosmetic procedures performed in '96, the most recent year for which figures are available.
Granted, Men's Health and its journalistic cousins (Men's Journal, Details, etc.) cannot take all the credit for this breakthrough in gender leveling.[7] The fashion and glamour industries have perfected the art of creating consumer "needs", and with the women's market pretty much saturated, men have become the obvious target by? manufacturers and sellers of everything from masculine cosmetics to special clothing. Meanwhile, advances in medical science have made cosmetic surgery a quicker and safer option for busy executives.
There are also underlying social factors. With women growing more financially independent, aspiring suitors are discovering that they must offer more than a full wallet if they expect to win (and keep) the fair young lady.[8]
Whatever combination of factors is causing the big increase of male vanity, magazines such as Men's Health provide the ideal meeting place for men's insecurities and marketers' greed. Like its more established female counterparts. Men's Health is an affordable, efficient delivery vehicle for the message that physical imperfection, age, and an underdeveloped fashion sense are potentially crippling disabilities.[9] As with women's magazines, this cycle of insanity is self-perpetuating. The more men obsess about growing old or unattractive, the more marketers will exploit and expand that fear; the more marketers bombard men with messages about the need to be beautiful, the more they will obsess. Younger and younger men will also be drawn into this cycle of self-doubt.
Having elevated men's physical insecurities to the level of a mental disorder, men's magazines can then start doing what really matters: selling merchandise. On the cover of Men's Health each month, in small type just above the magazine's title, appears the phrase "Tons of useful stuff."[10] Thumbing through an issue or two, however, one quickly realizes that a more accurate description would read: "Tons of expensive stuff." They're all there: Calvin Klein, Versace, Nike, Omega... The magazine even has those annoying little perfume strips guaranteed to make your nose run and to alienate everyone within a five-mile radius of you.[11]
Masters of psychology, marketers use their sexiest messages and most popular male models to tempt or intimidate the readership of Men's Health. And just like in women's magazines, the articles themselves are designed to sell stuff. All those helpful tips for choosing blazers, ties, and belts come complete with[12] information on the who, where, and how much. The strategy is brilliant: Make men understand exactly how far short of the ideal they fall, and they too become vulnerable to the lure of high-priced underwear, running shoes, hair dye, skin softener, suits, and boots. As Mark Jannot, the grooming and health editor for Men's Journal, told "Today" show host Matt Lauer, "This is a huge, booming market. I mean the marketers have found a group of people that are ripe for the picking.[13] Men are finally learning that aging is a disease."
To make all this "girly" image obsession acceptable to their audience, men's magazines employ all their creative energies to transform appearance issues into "a guy thing."[14] It appears that, no matter how much skin lotion and hair gel you're trying to sell them, men must never suspect that you think they share women's insecurities. If you want a man to buy wrinkle cream, marketers have learned, you should encourage it as part of the usual masculine shaving routine. Aramis, for example, assures men that its popular Lift Off! Moisture Formula[15] will help cut their shave time by one-third. "The biggest challenge for products started for women is how to transfer them to men," explained George Schaeffer, the president of OPI cosmetics. Shaeffer's Los Angeles-based company is the maker of an almost unnoticeable nail polish that has proved a hit with men.
On a larger scale, advertising a physical makeover or trip to a weight reduction clinic as a smart way to help one in his career seems to help man rationalize their image obsession. "Whatever a man's cosmetic shortcoming, it's apt to be a career liability," noted Alan Farnham in a recent issue of Fortune. "The business world is prejudiced against the ugly." Obvious rationalization can be seen in Forbes' poor attempt to differentiate between male and female vanity in its article on cosmetic surgery: "Plastic surgery is more a cosmetic thing for women. They have a thing about aging. For men it's an investment that pays pretty good dividend." Whatever you say,[16] guys.
The irony is rich and bittersweet. Gender equity is at last headed our way-not in the form of women being less obsessed with looking like Calvin Klein models, but of men becoming hysterical over the first signs of wrinkles.[17] (1099 words)
Proper Names
Alan Farnham
（男子名）艾伦.法纳姆
Aramis
（著名化妆品品牌）阿拉米斯
Calvin Klein
(著名服装、化妆品品牌)卡尔文.克莱
Details
《细节》杂志
Elle
《世界时装之苑》杂志
Euromonitor
an organization specialized in the analysis of the international market
Forbes
《福布斯》杂志
Fortune
《财富》杂志
George Schaeffer
(男子名)乔治.谢弗
Glamour
《魅力》杂志
Mark Jannot
（男子名）马克.雅诺
Matt Lauer
（男子名）马特.劳尔
Men's Health
《男性健康》杂志
Men's Journal
《男士杂志》
Ms.
《女士》杂志
Omega
（著名手表品牌）欧米茄
OPI cosmetics OPI
化妆品公司
Psychology Today
《今日心理学》杂志
American Academy of Cosmetic Surgery
美国整容外科手术学会
Versace
（著名服装品牌）范思哲
New Words
affordable*
adj. capable of being paid for without difficulty, not too expensive支付得起的，不太昂贵的
e.g. There are few affordable apartments in big cities.
alienate
v. make someone feel very distant from or not welcome to someone else使疏远，使不友好
e.g. I) His conduct alienated the whole family.
II) He alienated most of his friends by drinking too much.
aspiring
adj. having a strong desire or hope to do or have something 积极追求的，有抱负的
e.g. Aspiring ballet dancers need to be strong as well as agile (敏捷的).
biceps
n. the large muscle on the front of the upper arm 二头肌
e.g. The boy lifts weights to strengthen his biceps and shoulders.
bittersweet *
adj. happy and sad at the same time 又苦又甜的，苦乐参半的
e.g. She had bittersweet thoughts about moving to a new city.
blazer
n. a type of jacket that does not match the pants worn, especially by men (与裤子不配套的)男式便上装
e.g. He wore a blue blazer to the party.
bombard
v.
1) continue giving someone something, or asking a lot of questions at once 不断给予，连珠炮似地发问
e.g. I) When they got married, they were bombarded with presents.
II) After she had stopped speaking, the children bombarded her with questions.
2) attack a place by firing a lot of guns or throwing bombs continuously at it 炮击，轰炸
e.g. The troops bombarded the city, killing and injuring hundreds.
bulge
v. swell or stick out in a rounded shape 膨胀，鼓起
e.g. Her eyes bulged in surprise when she saw the house.
cosmetic
adj. related to improving one's appearance 美容用的，整容的
e.g. He had cosmetic surgery done to straighten his nose.
crippling *
adj. causing a severe problem 造成严重后果的
e.g. They've got crippling debts of ￡ 2 million.
dividend
n.
1) a benefit or advantage, usually surprising 回报，效益
e.g. I) All John's hard work eventually paid dividends.
II) Learning poetry and literature by heart when your memory is young pays dividends in later life.
2) money paid to stockholders in a company as a share of company profits 红利，股息
e.g. The board of directors of this company declares a quarterly dividend, then sends out checks.
elevate
v. raise or lift something up 提高，使上升
e.g. I) They want to elevate the status of teachers.
II) Earth movements in the past elevated great areas of the seabed.
equity
n. the quality of being fair or impartial 公平，公正
e.g. Ultimately, their aim is for a society based on equity and social justice.
financially*
adv. in relation to finances, with respect to money matters 经济是，财政上
e.g. I) This company is not financially sound.
II) I don't worry financially because I'm fast at translating and can be highly paid for it.
gel
n. a soft, clear substance between a liquid and a solid state 凝胶体
e.g. She uses gel in her hair to keep the style in place.
girly *
adj. having qualities traditionally thought of as belonging to or relating to girls 像少女的，女人气的
greed
n. a strong desire for more food, money, power, etc. than you really need 贪心，贪婪
e.g. Greed often makes people take foolish risks with their money.
hairline *
n. the line around the head, especially above the forehead, where the hair starts growing 头发轮廓线，发际线
e.g. His hairline recedes (向后) as he grows bald.
handful
n.
1) a very small number of people or things 少数，少量，一小撮
e.g. I) A handful of people were already waiting in the hall.
II) Only a handful of countries have implemented these regulations.
2) an amount that you can hold in your hand 一把
e.g. I) She picked up a handful of snow and threw it at me.
II) He pulled out a handful of coins from his pocket
hysterical
adj. panicked, emotionally out of control 歇斯底里的，情绪异常激动的
e.g. I) Hysterical fans tried to stop Madonna's car at the airport.
II) The mother became hysterical when she realized her child was lost.
insane
adj. 1) ridiculous, foolish 蠢极的，荒唐的
e.g. She has insane ideas about how to get rich overnight.
2) seriously ill in the mind, mad 精神错乱的，疯狂的
e.g. I) The horrible experiences drove the man insane.
insanity *
n.
1) extreme foolishness and irrationality 极端的愚蠢，荒唐
e.g. The match became more and more violent, almost to the point of insanity.
2) the state of being seriously mentally ill, madness 精神错乱，疯狂
e.g. She suffered from phases of insanity.
jaw
n. either of two tooth-bearing bones, the part of the face covering these bones 上、下颌，下巴，口部
e.g. She couldn't eat because of her broken jaw.
journalistic *
adj. of or relating to journalism 新闻业的
e.g. He had some journalistic experience on the student newspaper.
liability
n. a disadvantage, drawback 不利条件
e.g. I) His lack of education is a liability.
II) That business has excellent products, but its debt is a big liability.
lotion
n. a liquid used to clean, soften, moisturize, or protect skin 护肤液，洗剂
e.g. People use suntan lotion to protect against sunburn.
manicure
n. care and beautification of the fingernails 修指甲
e.g. My wife had a manicure at the beauty salon.
manufacturer
n. a firm that produces goods 制造商，制造公司
e.g. I) Read the manufacturer's instructions before using your new dishwasher.
II) Faulty goods should be returned to the manufacturer.
moisture
n. small amounts of water that are present in the air, in a substance, or on a surface 潮湿，湿气
e.g. I) Plants use their roots to absorb moisture from the soil.
II) The desert air hardly contains any moisture.
moisturizer*
n. cream put on the skin to make it less dry 润肤霜
mud
n. very wet earth in a sticky mass 泥，泥浆
e.g. Her feet were stuck in the mud.
nationwide*
1) adv. throughout a nation 在全国范围内
e.g. I) The President's speech will be broadcast nationwide.
II) The company plans to go nationwide very shortly, with new branches in every major city.
2) adj. happening or existing in every part of the country 全国性的
e.g. The police carried out a nationwide search for the criminals
pedicure
n. a cosmetic treatment of the feet and toenails 修脚趾甲，足部治疗
perpetuate
v. make something continue to exist for a long time 使永久存在
e.g. He worked hard to perpetuate the name of his family's business.
self-perpetuating
continuing to exist for a long time by itself
potbelly
n. (informal) a large round stomach that sticks out 大肚皮，大腹
e.g. He's got a potbelly from drinking too much beer.
radius
n.
1) a stated circular area measured from its center point 半径范围
e.g. I) They searched within a radius of one mile from the school.
II) All vegetation was destroyed within a 2-kilometer radius of the volcano.
2) (the length of) a straight line going from the side of a circle to the center 半径
e.g. In geometry class, we learned how to measure the radius of a circle.
readership *
n. the people who read a particular newspaper or magazine （某一报刊杂志等的）读者们
e.g. I) The paper has a very well-educated readership.
II) The readership of the New Yorker is interested in art, literature, and theater.
saturated*
adj. having or holding as much as can be absorbed of something 饱和的，充满的
e.g. I) That book is saturated with incorrect facts.
II) These college students face a huge task to establish themselves in a saturated marketplace.
shortcoming
n. a fault or weakness 缺点，短处
e.g. I) We all have our shortcomings.
II) The present system, whatever its shortcoming, has worked well for several years.
silken *
adj. soft, smooth, and pleasing to the touch like silk 柔软光滑的
e.g. He stroked her silken hair.
softener *
n. a substance that makes something softer or less stiff 起软化作用的东西，软化剂，柔软剂
suitor
n. a man who wants to marry a particular woman 求婚者
e.g. Fortunately, her suitor married another, leaving her free to head for New York.
toiletries
n. items used for personal care, such as soap, shampoo, lotions, etc. 梳妆用品，化妆品
e.g. Women's toiletries are at the other end of the shop, madam.
underdeveloped*
adj. not having grown or developed as much as is usual or necessary不发达的，落后的，发育不全的
e.g. I) The child psychologist worked with poor, undernourished, underdeveloped children in the slums of Edinburgh.
II) The European parliament gives grants to help underdeveloped countries in Africa.
underlying
adj. important but hidden 含蓄的，内在的，潜在的
e.g. I) What do you think are the underlying causes of the disaster?
II) Most people want the symptoms of illness treated, as well as the underlying disease.
underwear *
n. clothing that is worn next to the skin under other clothes 内衣裤
e.g. I packed my prettiest underwear and bought new clothes for the trip.
vanity
n. unreasonable pride in oneself or one's appearance, abilities, etc.虚荣心
e.g. His vanity about his appearance is ridiculous; he is always looking at himself in the mirror.
whitener *
n. a substance that makes something whiter 增白剂
Phrases and Expressions
even out
(cause to) become level or equal (使)相等，（使）平均
e.g. I) The loss of their best player has evened out the difference between the teams.
II) He pays for some things and I pay for others and in the end it all evens out.
fall short of
fail to reach a desired result, standard, etc. 未达到目标、令人满意的标准等
e.g. I) The movie fell short of our expectations.
II) Hygiene in some hospitals falls far short of recognized standards.
have a thing about
(informal) be annoyed by or concerned with（非正式）对......有某种强烈的感情，对......讨厌，关注
e.g. I) My neighbor has a thing about children riding their bicycles in her driveway.
II) He has a thing about noise; he can't stand it.
on one's way
in the process (of doing or becoming something) 正在（做......），正在（变成......）
e.g. I) She is on the way to becoming a great doctor.
II) That bright young man is on his way up in the company.
put on
put (make-up or cream) onto one's skin 搽，抹
e.g. I) Jane puts on too much face powder.
II) She put on some cream to soothe her sunburn.
thumb through
turn the pages, looking at them quickly or reading small parts of them 浏览
e.g. I) She was thumbing through the dictionary.
II) He went to the shelf, took down a book, thumbed through it quickly, and chose another.
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