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  µ¿½ÃÁ¢¼ÓÀÚ:     093
 
ÀÛ¼ºÀÏ : 12/11/19
2013Çг⵵ ¼ö´É ¿Ü±¹¾î ¿µ¿ª 43¹ø Çؼ³
 ±Û¾´ÀÌ : songgok
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   2013-43.hwp (61.5K)


2013³â ¼ö´É ¿Ü±¹¾î ¿µ¿ª 43¹ø Á¤´ä ¹× Çؼ³ - ¼Û°î´åÄÄ(songgok.com)
 
43. ±ÛÀÇ È帧À¸·Î º¸¾Æ ÁÖ¾îÁø ¹®ÀåÀÌ µé¾î°¡±â¿¡ °¡Àå ÀûÀýÇÑ °÷À» °í¸£½Ã¿À.
 
[But now rock radio is in seemingly terminal decline and MTV doesn¡¯'t show many music videos anymore.]
 
Once upon a time, there was only one way to launch a hit album: radio. Nothing else reached as many people, as often. Getting on a radio playlist was difficult, but once a song was in heavy rotation on the radio, it had a high probability of selling. Then, in the 1980s, came MTV, which became the second way to create a hit. ( ¨ç ) It had even more limited capacity for new music, but its influence over a generation was unparalleled. ( ¨è ) For the music labels, those were good times; it was a brutally competitive business, but it was a business they knew. ( ¨é ) They understood the rules, and they could earn their keep by working them. ( ¨ê ) So how to market music? ( ¨ë ) Labels know the answer lies online, tapping the word-of-mouth forces that are replacing traditional marketing in creating demand, but they¡¯e still trying to figure out exactly how best to do it.  * label: À½¹Ý»ç
 
1. ³»¿ëÇ®ÀÌ
¿îÀüÀÚµéÀº ¾ÈÀüÀåÄ¡°¡ Ãß°¡µÉ¼ö·Ï À§±âÀǽÄÀ» ´ú ´À³¢°Ô µÇ¾î ´õ ¸¹Àº ¸ðÇèÀ» ¹«¸¨¾²´Â °æÇâÀÌ ÀÖ´Ù´Â ³»¿ëÀÇ ±ÛÀÌ´Ù. µû¶ó¼­ (A)¿¡´Â contribute to(~ÀÇ ¿øÀÎÀÌ µÇ´Ù, ~¿¡ µµ¿òÀÌ µÇ´Ù), ±×¸®°í (B)¿¡´Â tempts(ºÎÃß±â´Ù, À¯È¤ÇÏ´Ù)°¡ ÀûÀýÇÔ.
 
2. ±¸¹®Çؼ³
¨ç [¡°Why, (in country after country that mandated seat belts,) was it impossible to see the promised reduction / in road accident fatalities?¡± John Adams, (professor of geography at University College London,) wrote in one of his many essays on risk.]
¡Øthe promised reduction: ±â´ëÇÑ(¸¸Å­ÀÇ) °¨¼Ò ¡Øroad accident fatalities:µµ·ÎÀ§ÀÇ »ç°í·Î ÀÎÇÑ »ç»óÀÚ(¼ö) ¡Øfatalities:»ç¸ÁÀÚ(¼ö), Âü»ç cf)casualties »ç»óÀÚ ¡Øone of his many essays: ±×ÀÇ ¸¹Àº ±Ûµé Áß ÇÑ°÷¿¡ ¢Ñ¿Ö ¾ÈÀüº§Æ®¸¦ Àǹ«È­ÇÑ ³ª¶óµé¿¡¼­ µµ·Î»óÀÇ »ç°í·Î ÀÎÇÑ »ç¸ÁÀÚ ¼ö°¡ ±â´ëÇÑ ¸¸Å­ °¨¼ÒÇÏ´Â °ÍÀ» º¸´Â °ÍÀÌ ºÒ°¡´ÉÇÑ°¡? ·±´ø´ëÇÐÀÇ ºÎ¼Ó ´Ü°ú´ëÇÐ Áö¸®Çб³¼öÀÎ John Adams´Â À§Çè¿¡ °üÇÑ ÀÚ½ÅÀÇ ¸¹Àº ±Ûµé Áß Çϳª¿¡ (´ÙÀ½°ú °°ÀÌ) ½è´Ù.
 
¨è [(It appears that) measures (that protect drivers from the consequences of bad driving) encourage bad driving.] = [Measures (that protect drivers from the consequences of bad driving) appear to encourage bad driving] ¡Ø´Ü¼øºÎÁ¤»ç ¡ØIt appears that = It seems that: ~ó·³ º¸ÀÌ´Ù, ~ÀÎ °Í °°´Ù. ¡ØÁÖ¾î: measures (¼ö´Ü, Á¶Ä¡), ¡Øµ¿»ç: encourage(Á¶ÀåÇÏ´Ù, ºÎÃß±â´Ù) ¡Øprotect ¨Í from ¨Î: ¨Î·ÎºÎÅÍ ¨Í¸¦ º¸È£ÇÏ´Ù ¡Øthe consequences of bad driving: À߸øµÈ ¿îÀüÀÇ °á°ú ¢Ñ¿îÀüÀÚµéÀ» À߸øµÈ ¿îÀüÀÇ °á°ú·ÎºÎÅÍ º¸È£ÇÏ´Â ¼ö´ÜµéÀÌ ¹Ù¶÷Á÷ÇÏÁö ¾ÊÀº ¿îÀüÀ» Á¶ÀåÇÏ´Â °Íó·³ º¸ÀδÙ.
 
¨é [The principal effect of seat belt legislation has been a shift (in the burden of risk) from those (who are)¡¡(already best) protected in cars, to the most vulnerable, pedestrians and cyclists, outside cars.] ¡ØThe principal effect of seat belt legislation:¾ÈÀüº§Æ® ¹ý·üÁ¦Á¤ÀÇ ÁÖ¿ä È¿°ú ¡Øin the burden of risk:À§ÇèºÎ´ã¿¡ À־¡¡ ¡Øthose (who are)¡¡already best protected in cars: Â÷¾È¿¡¼­ ÀÌ¹Ì °¡Àå Àß º¸È£¹Þ´Â »ç¶÷µé ¡Øthose who~:~ÇÏ´Â »ç¶÷µé ¡Øthe most vulnerable: °¡Àå °ø°Ý¹Þ±â ½¬¿î »ç¶÷µé(°¡Àå Ãë¾àÇÑ »ç¶÷µé) ¡Øa shift in the burden of risk:À§Çè¿¡ ´ëÇÑ ºÎ´ã¿¡ ´ëÇÑ ºÎ´ãÀÌ ¿Å°Ü°¡´Â °Í ¡Øfrom ¨Í to ¨Î:¨Í¿¡¼­ ¨Î·Î   ¢Ñ¾ÈÀüº§Æ® ¹ý·ü Á¦Á¤ÀÇ ÁÖ¿ä È¿°ú´Â Â÷·® ¾È¿¡¼­ ÀÌ¹Ì °¡Àå Àß º¸È£¹Þ°í ÀÖ´Â »ç¶÷µé·ÎºÎÅÍ °¡Àå Ãë¾àÇÑ »ç¶÷µé, Áï, Â÷ ¹Û¿¡ ÀÖ´Â º¸ÇàÀÚµé°ú ÀÚÀü°Å¸¦ Ÿ´Â »ç¶÷µé·Î À§Çè¿¡ ´ëÇÑ ºÎ´ãÀÌ ¿Å°Ü°¡´Â °Í À̾ú´Ù
 
¨ê [Adams started to group these counterintuitive findings under the concept of risk compensation, the idea that humans have an inborn tolerance for risk.] ¡Øgroup these counterintuitive findings: ¹ÝÁ÷°üÀûÀÎ ¹ß°ßµéÀ» Á¤¸®ÇÏ´Ù. ¡Øcounterintuitive Á÷°ü¿¡ ¹ÝÇÏ´Â(intuit Á÷°üÀ¸·Î ¾Ë´Ù, intuition Á÷°ü, intuitive Á÷°üÀûÀÎ) ¡Øunder the concept of risk compensation:À§Çè º¸»óÀ̶õ °³³äÇÏ¿¡¼­ ¡Ørisk compensation:À§Ç躸»ó ¡Øthe idea that~:thatÀº idea¿Í µ¿°ÝÀ» ÀÌ·ç°í ÀÖÀ¸¸ç, ¾Õ¿¡ ³ª¿Â À§Ç躸»ó(risk compensation)À» ºÎ¿¬ ¼³¸íÇÏ°í ÀÖ½À´Ï´Ù. ¡Øan inborn tolerance:Ÿ°í³­ ³»¼º ¢ÑAdams´Â ¡®À§Ç躸»ó¡¯, Áï Àΰ£Àº À§Çè¿¡ ´ëÇØ Å¸°í³­ ³»¼ºÀÌ ÀÖ´Ù´Â »ý°¢¿¡ ÀÇ°ÅÇÏ¿© ÀÌ·¯ÇÑ Á÷°ü¿¡ ¹ÝÇÑ ¿¬±¸ °á°úµéÀ» Á¤¸®Çϱ⠽ÃÀÛÇß´Ù.
 
¨ë [As safety features are added to vehicles and roads, drivers feel less vulnerable and tend to take more chances.] ¡Øas: ~ÇÔ¿¡ µû¶ó ¡Øsafety features:¾ÈÀü ÀåÄ¡µé ¡Øfeel less vulnerable: °ø°ÝÀ» ´ú ¹ÞÀ» °ÍÀ̶ó ´À³¢´Ù(À§±âÀǽÄÀ» ´ú ´À³¢´Ù) ¡Øtend to take more chances:´õ ¸¹Àº À§Çè(¸ðÇè)À» ÇÏ´Ù ¡Øchance À§Çè, ¸ðÇè ¢ÑµÎµå·¯Áø ¾ÈÀüÀåÄ¡µéÀ» Â÷·®À̳ª µµ·Î¿¡ Ãß°¡ÇÒ¼ö·Ï, ¿îÀüÀÚµéÀº À§±âÀǽÄÀ» ´ú ´À³¢°Ô µÇ°í ´õ ¸¹Àº ¸ðÇèÀ» ÇÏ´Â °æÇâÀÌ ÀÖ´Ù.
 
¨ì [The phenomenon can be observed in all aspects of our daily lives. Children (who wear protective gear during their games) have a tendency to take more physical risks. Hikers take more risks when they think (that) a rescuer can access them easily.] ¡Øcan be observed:°üÂûµÉ ¼ö ÀÖ´Ù. ¡Øall aspects of our daily lives:¿ì¸® »îÀÇ ¸ðµç Ãø¸é ¡Øprotective gear:º¸È£ Àåºñ ¡Øhave a tendency to = tend to ~ÇÏ´Â °æÇâÀÌ ÀÖ´Ù. ¢Ñ±×·¯ÇÑ Çö»óÀº ¿ì¸®ÀÇ ÀÏ»óÀûÀÎ »îÀÇ ¸ðµç ¸é¿¡¼­ °üÂûµÉ ¼ö ÀÖ´Ù. °ÔÀÓÀ» ÇÏ´Â µ¿¾È º¸È£ À屸¸¦ Âø¿ëÇÑ ¾î¸°À̵éÀº ´õ ¸¹Àº ½ÅüÀûÀÎ À§ÇèÀ» ¹«¸¨¾²´Â °æÇâÀÌ ÀÖ´Ù. µµº¸ ¿©ÇàÀ» ÇÏ´Â »ç¶÷µéÀº ±¸Á¶ÀÚ°¡ Àڽŵ鿡°Ô ½±°Ô Á¢±ÙÇÒ ¼ö ÀÖ´Ù°í »ý°¢ÇÒ ¶§ ´õ À§ÇèÀ» ¹«¸¨¾´´Ù.
 
¨í [According to John Adams, the phenomenon (that safety measures contribute to careless driving) may be accounted for by the notion that a greater sense of security tempts people to take more risks.] ¡Øcontribute to: ~¿¡ ±â¿©ÇÏ´Ù, °øÇåÇÏ´Ù ¡Øsafety measures:¾ÈÀüÀåÄ¡µé ¡Ømay be accounted for:¼³¸íµÉ ¼ö ÀÖ´Ù.(account for:¼³¸íÇÏ´Ù, Â÷ÁöÇÏ´Ù) ¡Øa greater sense of security:´õ Å« ¾ÈÀü°¨ ¡Ø tempt ~ to: ºÎÃß±â´Ù, À¯È¤ÇÏ´Ù ¡Øthe notion that: thatÀº the notion°ú µ¿°Ý ¢ÑJohn Adams¿¡ µû¸£¸é, ¾ÈÀüÀåÄ¡µéÀÌ ºÎÁÖÀÇÇÑ ¿îÀü¿¡ ¿øÀÎÀÌ µÇ´Â Çö»óÀº ´õ Å« ¾ÈÀü°¨ÀÌ »ç¶÷µé·Î ÇÏ¿©±Ý ´õ ¸¹Àº À§ÇèÀ» °¨¼öÇϵµ·Ï ºÎÃß±ä´Ù´Â »ý°¢À¸·Î ¼³¸íµÉ ¼ö ÀÖÀ» °ÍÀÌ´Ù.
 
3. ´Ü¾îÁ¤¸®
*mandate ¸í·É[À§ÀÓ]ÇÏ´Ù, ¸í·É, Áö·É *fatality »ç¸ÁÀÚ(¼ö), Âü»ç cf)casualties »ç»óÀÚ *promised °¡¸Á ÀÖ´Â, ±â´ëµÇ´Â *geography Áö¸®ÇÐ *measures ¼ö´Ü, ¹æÃ¥ *legislation ÀÔ¹ý, ¹ý·ü Á¦Á¤ *shift º¯µ¿, º¯È­, º¯Ãµ, ¹Ù²Ù´Ù, À̵¿ÇÏ´Ù ¡æ shift from ¨Í to ¨Î :¨Í¿¡¼­ ¨Î·ÎÀÇ º¯µ¿ *vulnerable »óó¸¦ ÀԱ⠽¬¿î, °ø°Ý ¹Þ±â ½¬¿î *counterintuitive Á÷°ü¿¡ ¹ÝÇÏ´Â(intuit Á÷°üÀ¸·Î ¾Ë´Ù, intuition Á÷°ü, intuitive Á÷°üÀûÀÎ) *finding ¿¬±¸ °á°ú, ¹ß°ß *compensation º¸»ó, ¹è»ó *phenomenon Çö»ó *inborn Ÿ°í³­ *tolerance ³»¼º, Àγ»·Â *protective gear º¸È£ Àåºñ *safety ¾ÈÀü(ÀåÄ¡) *have a tendency to = tend to ~ÇÏ´Â °æÇâÀÌ ÀÖ´Ù *chance À§Çè, ¸ðÇè *access Á¢±ÙÇÏ´Ù (recess ÈÞ½Ä) *account for ~À» ¼³¸íÇÏ´Ù, ³ªÅ¸³»´Ù *notion °ü³ä, °³³ä
 
4. Àü¹®Çؼ®
¿Ö ¾ÈÀüº§Æ®¸¦ Àǹ«È­ÇÑ ³ª¶óµé¿¡¼­ µµ·Î»óÀÇ »ç°í·Î ÀÎÇÑ »ç¸ÁÀÚ ¼ö°¡ ±â´ëÇÑ ¸¸Å­ °¨¼ÒÇÏ´Â °ÍÀ» º¸´Â °ÍÀÌ ºÒ°¡´ÉÇÑ°¡? ·±´ø´ëÇÐÀÇ ºÎ¼Ó ´Ü°ú´ëÇÐ Áö¸®Çб³¼öÀÎ John Adams´Â À§Çè¿¡ °üÇÑ ÀÚ½ÅÀÇ ¸¹Àº ±Ûµé Áß Çϳª¿¡ (´ÙÀ½°ú °°ÀÌ) ½è´Ù. ¡°¿îÀüÀÚµéÀ» À߸øµÈ ¿îÀüÀÇ °á°ú·ÎºÎÅÍ º¸È£ÇÏ´Â ¼ö´ÜµéÀÌ ¹Ù¶÷Á÷ÇÏÁö ¾ÊÀº ¿îÀüÀ» Á¶ÀåÇÏ´Â °Íó·³ º¸ÀδÙ. ¾ÈÀüº§Æ® ¹ý·ü Á¦Á¤ÀÇ ÁÖ¿ä È¿°ú´Â Â÷·® ¾È¿¡¼­ ÀÌ¹Ì °¡Àå Àß º¸È£¹Þ°í ÀÖ´Â »ç¶÷µé·ÎºÎÅÍ °¡Àå Ãë¾àÇÑ »ç¶÷µé, Áï, Â÷ ¹Û¿¡ ÀÖ´Â º¸ÇàÀÚµé°ú ÀÚÀü°Å¸¦ Ÿ´Â »ç¶÷µé·Î À§Çè¿¡ ´ëÇÑ ºÎ´ãÀÌ ¿Å°Ü°¡´Â °ÍÀ̾ú´Ù.¡± Adams´Â ¡®À§Ç躸»ó¡¯, Áï Àΰ£Àº À§Çè¿¡ ´ëÇØ Å¸°í³­ ³»¼ºÀÌ ÀÖ´Ù´Â »ý°¢¿¡ ÀÇ°ÅÇÏ¿© ÀÌ·¯ÇÑ Á÷°ü¿¡ ¹ÝÇÑ ¿¬±¸ °á°úµéÀ» Á¤¸®Çϱ⠽ÃÀÛÇß´Ù. µÎµå·¯Áø ¾ÈÀüÀåÄ¡µéÀ» Â÷·®À̳ª µµ·Î¿¡ Ãß°¡ÇÒ¼ö·Ï, ¿îÀüÀÚµéÀº À§±âÀǽÄÀ» ´ú ´À³¢°Ô µÇ°í ´õ ¸¹Àº ¸ðÇèÀ» ÇÏ´Â °æÇâÀÌ ÀÖ´Ù. ±×·¯ÇÑ Çö»óÀº ¿ì¸®ÀÇ ÀÏ»óÀûÀÎ »îÀÇ ¸ðµç ¸é¿¡¼­ °üÂûµÉ ¼ö ÀÖ´Ù. °ÔÀÓÀ» ÇÏ´Â µ¿¾È º¸È£ À屸¸¦ Âø¿ëÇÑ ¾î¸°À̵éÀº ´õ ¸¹Àº ½ÅüÀûÀÎ À§ÇèÀ» ¹«¸¨¾²´Â °æÇâÀÌ ÀÖ´Ù. µµº¸ ¿©ÇàÀ» ÇÏ´Â »ç¶÷µéÀº ±¸Á¶ÀÚ°¡ Àڽŵ鿡°Ô ½±°Ô Á¢±ÙÇÒ ¼ö ÀÖ´Ù°í »ý°¢ÇÒ ¶§ ´õ À§ÇèÀ» ¹«¸¨¾´´Ù.
¡é
John Adams¿¡ µû¸£¸é, ¾ÈÀüÀåÄ¡µéÀÌ ºÎÁÖÀÇÇÑ ¿îÀü¿¡ ¿øÀÎÀÌ µÇ´Â Çö»óÀº ´õ Å« ¾ÈÀü°¨ÀÌ »ç¶÷µé·Î ÇÏ¿©±Ý ´õ ¸¹Àº À§ÇèÀ» °¨¼öÇϵµ·Ï ºÎÃß±ä´Ù´Â »ý°¢À¸·Î ¼³¸íµÉ ¼ö ÀÖÀ» °ÍÀÌ´Ù.
 
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