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[1] 2023 06 – 18여름 휴가 패키지 상품 광고  

① ACC Travel Agency Customers:

 ACC 여행사 고객님께:

② Have you ever wanted to enjoy a holiday in nature?

 자연 속에서 휴가를 즐기는 것을 원한 적이 있습니까?

③ This summer is the best time to turn your dream into reality.

 이번 여름이 당신의 꿈을 현실로 바꿀 최고의 시간입니다.

④ We have a perfect travel package for you.

 우리에게는 당신을 위한 완벽한 패키지 여행 상품이 있습니다.

⑤ This travel package includes special trips to Lake Madison as well as massage and meditation to help you relax.

  패키지 여행 상품은 당신이 편히   있도록 돕는 마사지와 명상뿐만 아니라 Lake Madison으로의 특별한 여행을 포함합니다.

⑥ Also, we provide yoga lessons taught by experienced instructors.

 또한우리는 숙련된 강사의 요가 강의도 제공합니다.

⑦ If you book this package, you will enjoy all this at a reasonable price.

 만약 당신이  패키지를 예약한다면당신은  모든 것을 합리적인 가격으로 즐길 것입니다.

⑧ We are sure that it will be an unforgettable experience for you.

 우리는 그것이 당신에게 잊지 못할 경험이  것을 확신합니다.

⑨ If you call us, we will be happy to give you more details.

 우리에게 전화하시면우리는 당신에게  많은 세부 사항을 기꺼이 알려드리겠습니다.

 

[1] 2023 06 – 19마술  관람  잠시 분실된 가족을 찾은 이야기

① When I woke up in our hotel room, it was almost midnight.

 내가 호텔 방에서 깨어났을 때는거의 자정이었다.

② I didn't see my husband nor daughter.

 남편과 딸이 보이지 않았다.

③ I called them, but I heard their phones ringing in the room.

 나는 그들에게 전화를 걸었지만나는 그들의 전화가 방에서 울리는 것을 들었다.

④ Feeling worried, I went outside and walked down the street, but they were nowhere to be found.

 걱정이 되어나는 밖으로 나가 거리를 걸어 내려갔지만그들은 어디에도 없었다.

⑤ When I decided I should ask someone for help, a crowd nearby caught my attention.

 내가 누군가에게 도움을 요청하려고 했을 근처에 있던 군중이  주의를 끌었다.

⑥ I approached, hoping to find my husband and daughter, and suddenly I saw two familiar faces.

 나는 남편과 딸을 찾으려는 희망을 안고 다가갔고갑자기 낯익은  얼굴이 보였다.

⑦ I smiled, feeling calm.

 나는 안도하며웃었다.

⑧ Just then, my daughter saw me and called, "Mom!"

 바로 그때딸이 나를 보고 "엄마!"라고 외쳤다.

⑨ They were watching the magic show.

 그들은 마술쇼를 보고 있는 중이었다.

⑩ Finally, I felt all my worries disappear.

 마침내나는  모든 걱정이 사라지는 것을 느꼈다.

 

[1] 2023 06 – 20업무와 개인 일정을 하나의 캘린더에 통합하는 것이 효율적임

① Research shows that people who work have two calendars: one for work and one for their personal lives.

 연구는 일하는 사람들이  개의 달력을 가지고 있다는 것을 보여준다하나는 업무를 위한 달력이고 하나는 개인적인 삶을 위한 달력이다.

② Although it may seem sensible, having two separate calendars for work and personal life can lead to distractions.

 비록 그것이 현명해 보일지도 모르지만업무와 개인적인 삶을 위한  개의 별도의 달력을 갖는 것은 주의를 산만하게   있다.

③ To check if something is missing, you will find yourself checking your to-do lists multiple times.

 누락된 것이 있는지를 확인하기 위해당신은 스스로가 자신의   목록을 여러  확인하는 것을 깨닫게  것이다.

④ Instead, organize all of your tasks in one place.

 대신당신의 모든 일들을  곳에 정리하라.

⑤ It doesn't matter if you use digital or paper media.

 당신이 디지털 매체를 사용하든 종이 매체를 사용하든 중요하지 않다.

⑥ It's okay to keep your professional and personal tasks in one place.

 당신의 업무와 개인 용무를  곳에 두는 것은 괜찮다.

⑦ This will give you a good idea of how time is divided between work and home.

 이것은 당신에게 일과 가정 사이에 시간이 어떻게 쪼개지는지에 대해  알게 해줄 것이다.

⑧ This will allow you to make informed decisions about which tasks are most important.

 이것은 어떤 일이 가장 중요한지에 대한 정보에 입각한 결정을 내리게  것이다.

 

[1] 2023 06 – 21고객 만족도 모니터링의 중요성과 입소문 효과

① Why do you care how a customer reacts to a purchase?

  당신은 고객이 구매품에 어떻게 반응하는지에 대해 신경 쓰는가?

② Good question.

 좋은 질문이다.

③ By understanding post-purchase behavior, you can understand the influence and the likelihood of whether a buyer will repurchase the product (and whether she will keep it or return it).

 구매  행동을 이해 함으로써당신은  영향력과 구매자가 제품을 재구매 할지(그리고 그녀가 제품을 가질지 또는 반품할지) 가능성을 이해할  있다.

④ You'll also determine whether the buyer will encourage others to purchase the product from you.

 당신은 구매자가 다른 사람들에게 당신으로부터 제품을 구매하도록 권장할지 여부도 또한 알아낼 것이다.

⑤ Satisfied customers can become unpaid ambassadors for your business, so customer satisfaction should be on the top of your to-do list.

 만족한 고객은 당신의 사업을 위한 무급 대사가   있으므로고객 만족이   목록의 최상단에 있어야 한다.

⑥ People tend to believe the opinions of people they know.

 사람들은 그들이 아는 사람들의 의견을 믿는 경향이 있다.

⑦ People trust friends over advertisements any day.

 사람들은 언제든 광고보다 친구를  신뢰한다.

⑧ They know that advertisements are paid to tell the "good side" and that they're used to persuade them to purchase products and services.

 그들은 광고에는 "좋은 " 말하기 위해 돈이 쓰이고 그리고 그것들이 제품과 서비스를 구매하도록 그들을 설득하는  사용된다는 것을 알고 있다.

⑨ By continually monitoring your customer's satisfaction after the sale, you have the ability to avoid negative word-of-mouth advertising.

 판매  고객의 만족을 지속적으로 모니터함으로써당신은 부정적인 입소문 광고를 피할  있는 능력을 가진다.

 

[1] 2023 06 – 22기술 발전으로 소비자에게 떠넘겨진 노동의 증가

① The promise of a computerized society, we were told, was that it would pass to machines all of the repetitive drudgery of work, allowing us humans to pursue higher purposes and to have more leisure time.

 컴퓨터화된 사회의 약속은우리가 듣기로는그것이 모든 반복적인 고된 일을 기계에 넘겨우리 인간들이  높은 목적을 추구하고  많은 여가 시간을 가질  있게 해준다는 것이었다.

② It didn't work out this way.

 그것은 이런 식으로 되지는 않았다.

③ Instead of more time, most of us have less.

  많은 시간 대신에우리 대부분은  적은 시간을 가지고 있다.

④ Companies large and small have off-loaded work onto the backs of consumers.

 크고 작은 회사들은 일을 소비자들의 등에 떠넘겼다.

⑤ Things that used to be done for us, as part of the value-added service of working with a company, we are now expected to do ourselves.

 회사에 맡겨 해결하던 부가가치 서비스의 일환으로우리를 위해 행해지던 것들을 이제 우리 스스로가 하도록 기대된다.

⑥ With air travel, we're now expected to complete our own reservations and check-in, jobs that used to be done by airline employees or travel agents.

 항공 여행의 경우항공사 직원이나 여행사 직원들에 의해 행해지던 일인 우리의 예약과 체크인을 이제는 우리가 직접 완수하도록 기대된다.

⑦ At the grocery store, we're expected to bag our own groceries and, in some supermarkets, to scan our own purchases.

 식료품점에서는우리가 우리 자신의 식료품을 직접 봉지에 넣도록그리고 일부 슈퍼마켓에서는우리 자신이 구매한 물건을 스캔하도록 기대된다.

 

[1] 2023 06 – 23사람들은 자신의 능력을 과대평가하는 경향이 있음

① We tend to believe that we possess a host of socially desirable characteristics, and that we are free of most of those that are socially undesirable.

 우리는 우리가 사회적으로 바람직한 특성들을 많이 지니고 있고그리고 우리는 사회적으로 바람직하지 않은 특성들의 대부분은 지니고 있지 않다고 믿는 경향이 있다.

② For example, a large majority of the general public thinks that they are more intelligent, more fair-minded, less prejudiced, and more skilled behind the wheel of an automobile than the average person.

 예를 들어대다수의 일반 대중들은 그들이 보통 사람보다  지적이고 공정하고 편견을 가지고자동차를 운전할   능숙하다고 생각한다.

③ This phenomenon is so reliable and ubiquitous that it has come to be known as the "Lake Wobegon effect," after Garrison Keillor's fictional community where "the women are strong, the men are good-looking, and all the children are above average."

  현상은 너무 신뢰할  있고 어디서나   있기 때문에 "여성들은 강하고남성들은 잘생겼으며모든 아이들은 평균 이상" Garrison Keillor 허구적인 공동체의 이름을 따서 "Lake Wobegon effect"라고 알려지게 되었다.

④ A survey of one million high school seniors found that 70% thought they were above average in leadership ability, and only 2% thought they were below average.

 고등학교 최고 학년 학생 100 명을 대상으로  설문조사에서 70% 자신이 리더십 능력에 있어 평균 이상이라고 생각했고, 2%만이 자신이 평균 이하라고 생각했다는 것을 발견했다.

⑤ In terms of ability to get along with others, all students thought they were above average, 60% thought they were in the top 10%, and 25% thought they were in the top 1%!

 다른 사람들과  지내는 능력에 있어서모든 학생들은 자신이 평균 이상이라고 생각했고, 60% 자신이 상위 10% 속한다고 생각했고, 25% 자신이 상위 1% 속한다고 생각했다!

 

[1] 2023 06 – 24부유한 국가일수록 시간적 압박감이 높음

① Few people will be surprised to hear that poverty tends to create stress: a 2006 study published in the American journal Psychosomatic Medicine, for example, noted that a lower socioeconomic status was associated with higher levels of stress hormones in the body.

 가난이 스트레스를 유발하는 경향이 있다는 것을 듣고 놀랄 사람은 거의 없을 것이다예를 들어미국의 저널 Psychosomatic Medicine 발표된 2006 연구는  낮은 사회 경제적 지위가 체내의  높은 수치의 스트레스 호르몬과 관련이 있다고 언급했다.

② However, richer economies have their own distinct stresses.

 하지만 부유한 국가는 그들만의 뚜렷한 스트레스를 가지고 있다.

③ The key issue is time pressure.

 핵심 쟁점은 시간 압박이다.

④ A 1999 study of 31 countries by American psychologist Robert Levine and Canadian psychologist Ara Norenzayan found that wealthier, more industrialized nations had a faster pace of life ─ which led to a higher standard of living, but at the same time left the population feeling a constant sense of urgency, as well as being more prone to heart disease.

 미국 심리학자 Robert Levine 캐나다 심리학자 Ara Norenzayan 31개국을 대상으로  1999 연구는  부유하고 산업화  국가들이  빠른 삶의 속도를 가지고 있다는  ─ 그리고 이것이  높은 생활 수준으로 이어졌지만동시에 사람들에게 지속적인 촉박함을 느끼게 했고 그뿐만 아니라 심장병에 걸리기  쉽게 한다는 것을 알아 냈다.

⑤ In effect, fast-paced productivity creates wealth, but it also leads people to feel time-poor when they lack the time to relax and enjoy themselves.

 사실빠른 속도의 생산력은 부를 창출하지만그것은 또한 사람들이 긴장을 풀고 즐겁게 지낼 시간이 없을  시간이 부족하다고 느끼게 한다.

 

[1] 2023 06 – 25: 1990년과 2019 지역별 산림 면적 비율 그래프

① The above graph shows the share of forest area in total land area by region in 1990 and 2019.

  도표는 1990년과 2019년의 지역별  토지 면적에서 산림 면적의 점유율을 보여준다.

② Africa's share of forest area in total land area was over 20% in both 1990 and 2019.

 아프리카의 전체 토지 면적에서 산림 면적의 점유율이 1990년과 2019   20% 넘었다.

③ The share of forest area in America was 42.6% in 1990, which was larger than that in 2019.

 1990 아메리카의 산림 면적 점유율은 42.6%였고이는 2019년의 그것보다  컸다.

④ The share of forest area in Asia declined from 1990 to 2019 by more than 10 percentage points.

 아시아의 산림 면적 점유율은 1990년부터 2019년까지, 10 퍼센트 포인트 이상 감소했다.

⑤ In 2019, the share of forest area in Europe was the largest among the five regions, more than three times that in Asia in the same year.

 2019 유럽의 산림 면적 점유율은 다섯  지역  가장 컸고같은  아시아의 그것의  배가 넘었다.

⑥ Oceania showed the smallest gap between 1990 and 2019 in terms of the share of forest area in total land area.

 오세아니아는 1990년과 2019 사이에  토지 면적에서 산림 면적의 점유율에 있어 가장 작은 차이를 보였다.

 

[1] 2023 06 – 26노벨 경제학상 수상자 게리 베커 소개

① Gary Becker was born in Pottsville, Pennsylvania in 1930 and grew up in Brooklyn, New York City.

 Gary Becker 1930 Pennsylvania  Pottsville에서 태어났고 New York City Brooklyn에서 자랐다.

② His father, who was not well educated, had a deep interest in financial and political issues.

 교육을 제대로 받지 못한 그의 아버지는 금융과 정치 문제에 깊은 관심이 있었다.

③ After graduating from high school, Becker went to Princeton University, where he majored in economics.

 고등학교를 졸업한 , Becker Princeton University 진학했고거기서 그는 경제학을 전공했다.

④ He was dissatisfied with his economic education at Princeton University because "it didn't seem to be handling real problems."

 "Princeton University에서의 경제학 교육이 현실적인 문제를 다루고 있는 것처럼 보이지 않았기때문에 그는 그것에 불만족했다.

⑤ He earned a doctor's degree in economics from the University of Chicago in 1955.

 그는 1955년에 University of Chicago에서 경제학 박사 학위를 취득했다.

⑥ His doctoral paper on the economics of discrimination was mentioned by the Nobel Prize Committee as an important contribution to economics.

 차별의 경제학에 대한 그의 박사 논문은 노벨상 위원회에 의해 경제학에 대한 중요한 기여로 언급 되었다.

⑦ Since 1985, Becker had written a regular economics column in Business Week, explaining economic analysis and ideas to the general public.

 1985년부터, Becker Business Week 경제학적 분석과 아이디어를 일반 대중에게 설명하는 경제학 칼럼을 정기적으로 기고했다.

⑧ In 1992, he was awarded the Nobel Prize in economic science.

 1992년에그는 노벨 경제학상을 수상했다.

 

[1] 2023 06 – 29아이에게 긍정적 자아상을 심어주는 칭찬의 중요성

① Although praise is one of the most powerful tools available for improving young children's behavior, it is equally powerful for improving your child's self-esteem.

 칭찬은 어린 아이들의 행동을 개선하는  사용할  있는 가장 강력한 도구  하나이지만그것은 아이의 자존감을 향상시키는 데에도 똑같이 강력하다.

② Preschoolers believe what their parents tell them in a very profound way.

 미취학 아동들은 그들의 부모가 그들에게 하는 말을 매우 뜻깊게 여긴다.

③ They do not yet have the cognitive sophistication to reason analytically and reject false information.

 그들은 분석적으로 추론하고 잘못된 정보를 거부할  있는 인지적 정교함을 아직 가지고 있지 않다.

④ If a preschool boy consistently hears from his mother that he is smart and a good helper, he is likely to incorporate that information into his self-image.

 만약 미취학 소년이 그의 어머니로부터 그가 똑똑하고 좋은 조력자라는 것을 계속 듣는다면그는  정보를 그의 자아상으로 통합시킬 가능성이 높다.

⑤ Thinking of himself as a boy who is smart and knows how to do things is likely to make him endure longer in problem-solving efforts and increase his confidence in trying new and difficult tasks.

 스스로를 똑똑하고 일을 어떻게 하는지 아는 소년으로 생각하는 것은 그가 문제 해결 노력에 있어  오래 지속하도록 하고 새롭고 어려운 일을 시도하는 것에 있어 그의 자신감을 증가시킬 가능성이높다.

⑥ Similarly, thinking of himself as the kind of boy who is a good helper will make him more likely to volunteer to help with tasks at home and at preschool.

 마찬가지로자신을 좋은 조력자인 그런 부류의 소년으로 생각하는 것은 그가 집에서와 유치원에서 일을 자발적으로 돕게  가능성을  크게 만들 것이다.

 

[1] 2023 06 – 30광고를 통한 상품 재포지셔닝 사례

① Advertisers often displayed considerable facility in adapting their claims to the market status of the goods they promoted.

 광고주들은 그들이 홍보하는 상품의 시장 지위에 맞게 그들의 주장을 조절하는 상당한 능력을 자주 보여주었다.

② Fleischmann's yeast, for instance, was used as an ingredient for cooking homemade bread.

 예를 들어, Fleischmann 효모는 집에서 만든 빵을 요리하는 재료로 사용되었다.

③ Yet more and more people in the early 20th century were buying their bread from stores or bakeries, so consumer demand for yeast decreased.

 하지만 20세기 초에 점점  많은 사람들이 가게나 빵집에서 빵을 사고 있었고그래서 효모에 대한 소비자 수요는 감소했다.

④ The producer of Fleischmann's yeast hired the J. Walter Thompson advertising agency to come up with a different marketing strategy to boost sales.

 Fleischmann 효모의 생산자는 판매를 촉진하기 위해서 다른 마케팅 전략을 고안하려고 J. Walter Thompson 광고 대행사를 고용했다.

⑤ No longer the "Soul of Bread," the Thompson agency first turned yeast into an important source of vitamins with significant health benefits.

 Thompson 광고 대행사는 먼저 효모를  이상 "Soul of Bread" 아니라 상당한 건강상의 이점이 있는 비타민의 중요한 공급원으로 바꾸었다.

⑥ Shortly thereafter, the advertising agency transformed yeast into a natural laxative.

  직후광고 대행사는 효모를 천연 완하제로 바꾸었다.

⑦ Repositioning yeast helped increase sales.

 효모의 이미지 전환을 꾀하는 것은 매출을 증가시키는 것을 도왔다.

 

[1] 2023 06 – 31명성에 대한 존경심을 활용한 자선 행위 에피소드

① Individuals who perform at a high level in their profession often have instant credibility with others.

 자신의 직업에서 높은 수준으로 수행하는 사람들은 흔히 다른 사람들에게 즉각적인 신뢰를 얻는다.

② People admire them, they want to be like them, and they feel connected to them.

 사람들은 그들을 존경하고그들처럼 되고 싶어 하고그들과 연결되어 있다고 느낀다.

③ When they speak, others listen ― even if the area of their skill has nothing to do with the advice they give.

 그들이 말할 다른 사람들은 비록 그들의 기술 분야가 그들이 주는 조언과 전혀 관련이 없을지라도 경청한다.

④ Think about a world-famous basketball player.

 세계적으로 유명한 농구 선수에 대해 생각해 보라.

⑤ He has made more money from endorsements than he ever did playing basketball.

 그는 그가 농구를 하면서 그간 벌었던 것보다 광고로부터  많은 돈을 벌었다.

⑥ Is it because of his knowledge of the products he endorses?

 그것이 그가 광고하는 제품에 대한 그의 지식 때문일까?

⑦ No. It's because of what he can do with a basketball.

 아니다그것은 그가 농구로   있는  때문이다.

⑧ The same can be said of an Olympic medalist swimmer.

 올림픽 메달리스트 수영 선수도 마찬가지이다.

⑨ People listen to him because of what he can do in the pool.

 사람들은 그가 수영장에서   있는  때문에 그의 말을 경청한다.

⑩ And when an actor tells us we should drive a certain car, we don't listen because of his expertise on engines.

 그리고 어떤 배우가 우리에게 특정 자동차를 운전해야 한다고 말할 우리는 엔진에 대한 그의 전문 지식 때문에 경청하는 것은 아니다.

⑪ We listen because we admire his talent. Excellence connects.

 우리는 그의 재능을 존경하기 때문에 경청한다. 탁월함이 연결된다.

⑫ If you possess a high level of ability in an area, others may desire to connect with you because of it.

 만약 당신이 어떤 분야에서 높은 수준의 능력을 갖고 있다면다른 사람들은 그것 때문에 당신과 연결되기를 원할 수도 있다.

 

[1] 2023 06 – 32두뇌는 도시처럼 복잡한 상호작용의 결과물임

① Think of the brain as a city.

 뇌를 도시라고 생각해보라.

② If you were to look out over a city and ask "where is the economy located?" you'd see there's no good answer to the question.

 만약 당신이 도시를 내다 보며 "경제가 어디에 위치해 있나요?"라고 묻는다면  질문에 대한 좋은 답이 없다는 것을 알게  것이다.

③ Instead, the economy emerges from the interaction of all the elements ― from the stores and the banks to the merchants and the customers.

 대신경제는 상점과 은행에서 상인과 고객에 이르기까지 모든 요소의 상호 작용으로부터 나타난다.

④ And so it is with the brain's operation: it doesn't happen in one spot.

 그리고 그것은 뇌의 작동도 그러하다그것은  곳에서 일어나지 않는다.

⑤ Just as in a city, no neighborhood of the brain operates in isolation.

 도시에서처럼뇌의 어떤 지역도 독립적으로 작동하지 않는다.

⑥ In brains and in cities, everything emerges from the interaction between residents, at all scales, locally and distantly.

 뇌와 도시 안에서모든 것은모든 규모에서근거리에서든 원거리에서든거주자들 간의 상호 작용으로부터 나타난다.

⑦ Just as trains bring materials and textiles into a city, which become processed into the economy, so the raw electrochemical signals from sensory organs are transported along superhighways of neurons.

 기차가 자재와 직물을 도시로 들여오고그것이 경제 속으로 처리되는 것처럼감각 기관으로부터의 가공되지 않은 전기화학적 신호는 뉴런의 초고속도로를 따라서 전해진다.

⑧ There the signals undergo processing and transformation into our conscious reality.

 거기서 신호는 처리와 우리의 의식적인 현실로 변형을 겪는다.

 

[1] 2023 06 – 33특정 행동을 취하면 그에 상응하는 감정이 유발됨  

① Someone else's body language affects our own body, which then creates an emotional echo that makes us feel accordingly.

 다른 사람의 보디 랭귀지는 우리 자신의 신체에 영향을 미치며그것은   우리가 그에 따라 느끼도록 하는 감정적인 메아리를 만들어낸다.

② As Louis Armstrong sang, "When you're smiling, the whole world smiles with you."

 Louis Armstrong 노래했듯이, "당신이 미소 지을  세계가 당신과 함께 미소 짓는다."

③ If copying another's smile makes us feel happy, the emotion of the smiler has been transmitted via our body.

 만약 다른 사람의 미소를 따라 하는 것이 우리를 행복하게 한다면 미소 짓는 사람의 감정은 우리의 신체를 통해 전달된 것이다.

④ Strange as it may sound, this theory states that emotions arise from our bodies.

 이상하게 들릴지 모르지만 이론은 감정이 우리 신체에서 발생한다고 말한다.

⑤ For example, our mood can be improved by simply lifting up the corners of our mouth.

 예를 들어우리의 기분은 단순히 입꼬리를 올리는 것으로 좋아질  있다.

⑥ If people are asked to bite down on a pencil lengthwise, taking care not to let the pencil touch their lips (thus forcing the mouth into a smile-like shape), they judge cartoons funnier than if they have been asked to frown.

 만약 사람들이 연필을  방향으로  물라고 요구받으면연필이 그들의 입술에 닿지 않도록 조심하면서 (그리하여 억지로 입을 미소 짓는 것과 같은 모양이 되도록), 그들은 인상을 찌푸리라고 요구받은 경우보다 만화를  재미있다고 판단한다.

⑦ The primacy of the body is sometimes summarized in the phrase "I must be afraid, because I'm running."

 신체가 우선함은 "나는 두려운 것이 분명하다왜냐하면 나는 도망치고 있기 때문이다."라는 구절로 때때로 요약된다.

 

[1] 2023 06 – 34제한된 구매 수량이 판매를 증가시키는 사례

① Restricting the number of items customers can buy boosts sales.

 고객이 구입할  있는 품목의 개수를 제한하는 것은 매출을 증가시킨다.

② Brian Wansink, Professor of Marketing at Cornell University, investigated the effectiveness of this tactic in 1998.

 Cornell University 마케팅 교수인 Brian Wansink 1998년에  전략의 효과를 조사했다.

③ He persuaded three supermarkets in Sioux City, Iowa, to offer Campbell's soup at a small discount: 79 cents rather than 89 cents.

 그는 Iowa Sioux City 있는  개의 슈퍼마켓이 Campbell 수프를 약간 할인하여 제공하도록 설득했다: 89센트가 아닌 79센트로.

④ The discounted soup was sold in one of three conditions: a control, where there was no limit on the volume of purchases, or two tests, where customers were limited to either four or twelve cans.

 할인된 수프는  가지 조건  하나의 조건으로 판매되었다구매량에 제한이 없는 하나의 대조군또는 고객이 4개의 캔으로 제한되거나 12개의 캔으로 제한되는  개의 실험군.

⑤ In the unlimited condition shoppers bought 3.3 cans on average, whereas in the scarce condition, when there was a limit, they bought 5.3 on average.

 무제한 조건에서 구매자들은 평균 3.3캔을 구입했던 반면제한이 있던 희소 조건에서는평균 5.3캔을 구입했다.

⑥ This suggests scarcity encourages sales.

 이것은 희소성이 판매를 장려한다는 것을 보여준다.

⑦ The findings are particularly strong because the test took place in a supermarket with genuine shoppers.

  실험은 진짜 구매자들이 있는 슈퍼마켓에서 진행되었기 때문에  결과는 특히 타당하다.

⑧ It didn't rely on claimed data, nor was it held in a laboratory where consumers might behave differently.

 그것은 주장된 데이터에 의존하지 않았고소비자들이 다르게 행동할지도 모르는 실험실에서 이루어진 것도 아니었다.

 

[1] 2023 06 – 35새로운 기술 도입  생산성에 미치는 영향

① Although technology has the potential to increase productivity, it can also have a negative impact on productivity.

 기술은 생산성을 높일  있는 잠재력을 가지고 있지만또한 생산성에 부정적인 영향을 미칠  있다.

② For example, in many office environments workers sit at desks with computers and have access to the internet.

 예를 들어많은 사무실 환경에서 직원들은 컴퓨터가 있는 책상에 앉아 인터넷에 접속한다.

③ They are able to check their personal e-mails and use social media whenever they want to.

 그들은 원할 때마다 개인 이메일을 확인하고 소셜 미디어를 사용할  있다.

④ This can stop them from doing their work and make them less productive.

 이것은 그들이 일을 하는 것을 방해하고 그들의 생산성을 떨어뜨리게 만들  있다.

⑤ Introducing new technology can also have a negative impact on production when it causes a change to the production process or requires workers to learn a new system.

 또한 새로운 기술을 도입하는 것은 생산 공정에 변화를 야기하거나 직원들에게 새로운 시스템을 배우도록 요구할  생산에 부정 적인 영향을 미칠  있다.

⑥ Learning to use new technology can be time consuming and stressful for workers and this can cause a decline in productivity.

 새로운 기술을 사용하는 것을 배우는 것은 직원들에게 시간이 많이 걸리고 스트레스를   있으며 이것은 생산성 저하를 야기할  있다.

 

[1] 2023 06 – 36시간 측정의 역사와 시계의 중요성

① Up until about 6,000 years ago, most people were farmers.

  6,000 전까지대부분의 사람들은 농부였다.

② Many lived in different places throughout the year, hunting for food or moving their livestock to areas with enough food.

 많은 사람들은   내내 여러 장소에서 살았고식량을 찾아다니거나 가축을 충분한 먹이가 있는 지역으로 옮겼다.

③ There was no need to tell the time because life depended on natural cycles, such as the changing seasons or sunrise and sunset.

 변화하는 계절이나 일출과 일몰 같은자연적인 주기에 삶이 달려있기 때문에 시간을  필요가 없었다.

④ Gradually more people started to live in larger settlements, and some needed to tell the time.

 점점  많은 사람들이   정착지에서 살기 시작했고어떤 사람들은 시간을  필요가 있었다.

⑤ For example, priests wanted to know when to carry out religious ceremonies.

 예를 들어성직자들은 언제 종교적인 의식을 수행해야 하는지 알고 싶었다.

⑥ This was when people first invented clocks ― devices that show, measure, and keep track of passing time.

 이때 사람들이 시간을 보여 주고측정하고흐르는 시간을 추적하는 장치인 시계를 처음으로 발명했다.

⑦ Clocks have been important ever since.

 시계는  이후로도 중요했다.

⑧ Today, clocks are used for important things such as setting busy airport timetables ― if the time is incorrect, aeroplanes might crash into each other when taking off or landing!

 오늘날시계는 바쁜 공항 시간표를 설정하는 것과 같은 중요한 일에 사용된다 ― 만약 시간이 부정확하다면비행기는 이륙하거나 착륙할  서로 충돌할지도 모른다!

 

[1] 2023 06 – 37분업을 통한 생산성 향상 방안  

① Managers are always looking for ways to increase productivity, which is the ratio of costs to output in production.

 관리자들은 항상 생산성을 높일  있는 방법을 찾고 있는데생산성은 생산에서 비용 대비 생산량의 비율이다.

② Adam Smith, writing when the manufacturing industry was new, described a way that production could be made more efficient, known as the "division of labor."

 제조 산업이 새로 등장했을  저술한 Adam Smith 생산이  효율적으로   있는 방식을 설명했고, "노동 분업"으로 알려져 있다.

③ Making most manufactured goods involves several different processes using different skills.

 대부분의 공산품을 만드는 것은 다른 기술을 사용하는 여러 가지 다른 과정을 포함한다.

④ Smith's example was the manufacture of pins: the wire is straightened, sharpened, a head is put on, and then it is polished.

 Smith 예는 핀의 제조였다철사는 곧게 펴지고뾰족해지고상부가 놓이고그러고 나서 그것이 다듬어진다.

⑤ One worker could do all these tasks, and make 20 pins in a day.

  명의 노동자가  모든 작업들을   있고하루에 20개의 핀을 만들 수도 있다.

⑥ But this work can be divided into its separate processes, with a number of workers each performing one task.

 그러나  일은 많은 노동자가 각각  가지 작업을 수행하며 별개의 과정으로 분리될  있다.

⑦ Because each worker specializes in one job, he or she can work much faster without changing from one task to another.

  노동자는  가지 작업을 전문으로 하기 때문에  또는 그녀는  작업에서 다른 작업으로 변경하지 않고도 훨씬  빠르게 일할  있다.

⑧ Now 10 workers can produce thousands of pins in a day ─ a huge increase in productivity from the 200 they would have produced before.

 이제 10명의 노동자가 하루에 수천 개의 핀을 생산할  있다이는 이전에 그들이 생산했던 200개로부터 생산성 측면에서 크게 증가한 것이다.

 

[1] 2023 06 – 38시간이 지남에 따라 우리 모습도 변화함

① Sometimes the pace of change is far slower.

 때때로 변화의 속도는 훨씬  느리다.

② The face you saw reflected in your mirror this morning probably appeared no different from the face you saw the day before ― or a week or a month ago.

 오늘 아침 거울 속에 비춰진 당신이  얼굴은 아마도 당신이  전날 또는 일주일이나   전에  얼굴과 다르지 않은 것처럼 보였을 것이다.

③ Yet we know that the face that stares back at us from the glass is not the same, cannot be the same, as it was 10 minutes ago.

 그러나 우리는 거울로부터 우리를 쳐다보는 얼굴이 10 전에 그랬던 것과 같지 않고같을  없다는 것을 안다.

④ The proof is in your photo album:

 증거는 당신의 사진 앨범에 있다:

⑤ Look at a photograph taken of yourself 5 or 10 years ago and you see clear differences between the face in the snapshot and the face in your mirror.

 5 또는 10 전에 찍힌 당신의 사진을 보면 당신은 스냅사진 속의 얼굴과 거울  얼굴 사이의 명확한 차이를 보게  것이다.

⑥ If you lived in a world without mirrors for a year and then saw your reflection, you might be surprised by the change.

 만약 당신이  년간 거울이 없는 세상에 살고  이후 (거울에비친 당신의 모습을 본다면당신은  변화 때문에 깜짝 놀랄지도 모른다.

⑦ After an interval of 10 years without seeing yourself, you might not at first recognize the person peering from the mirror.

 당신 자신을 보지 않고 10년의 기간이 지난 당신은 거울에서 쳐다보고 있는 사람을 처음에는 알아보지 못할지도 모른다.

⑧ Even something as basic as our own face changes from moment to moment.

 심지어 우리 자신의 얼굴같이 아주 기본적인 것조차도 순간순간 변한다.

 

[1] 2023 06 – 39아이의 호기심이 점차 줄어드는 이유

① According to educational psychologist Susan Engel, curiosity begins to decrease as young as four years old.

 교육 심리학자 Susan Engel 따르면호기심은   정도의 어린 나이에 줄어들기 시작한다.

② By the time we are adults, we have fewer questions and more default settings.

 우리가 어른이  무렵질문은  적어지고 기본값은  많아진다.

③ As Henry James put it, "Disinterested curiosity is past, the mental grooves and channels set."

 Henry James 말했듯이, "흥미를 유발하지 않는 호기심은 없어지고정신의 고랑과 경로가 자리잡는다."

④ The decline in curiosity can be traced in the development of the brain through childhood.

 호기심의 감소는 유년 시절을 통한 뇌의 발달에서 원인을 찾을  있다.

⑤ Though smaller than the adult brain, the infant brain contains millions more neural connections.

 비록 성인의 뇌보다 작지만유아의 뇌는 수백만   많은 신경 연결을 가지고 있다.

⑥ The wiring, however, is a mess; the lines of communication between infant neurons are far less efficient than between those in the adult brain.

 그러나 연결 상태는 엉망이다유아의 뉴런 간의 전달은 성인 뇌의 그것들 간의 전달보다 훨씬  효율적이다.

⑦ The baby's perception of the world is consequently both intensely rich and wildly disordered.

 결과적으로 세상에 대한 아기의 인식은 매우 풍부하면서도 상당히 무질서하다.

⑧ As children absorb more evidence from the world around them, certain possibilities become much more likely and more useful and harden into knowledge or beliefs.

 아이들이 그들 주변의 세상으로부터  많은 증거를 흡수함에 따라특정한 가능성들이 훨씬  커지게 되고  유용하게 되며 지식이나 믿음으로 굳어진다.

⑨ The neural pathways that enable those beliefs become faster and more automatic, while the ones that the child doesn't use regularly are pruned away.

 그러한 믿음을 가능하게 하는 신경 경로는  빠르고 자동적으로 이루어지게 되고 반면에아이가 주기적으로 사용하지 않는 경로는 제거된다.

 

[1] 2023 06 – 40건강한 식단을 위해서는 식품 분류가 아닌 균형 잡힌 섭취가 중요함

① Nearly eight of ten U.S. adults believe there are "good foods" and "bad foods."

 미국 성인 10  거의 8명이 "좋은 음식" "나쁜 음식" 있다고 믿는다.

② Unless we're talking about spoiled stew, poison mushrooms, or something similar, however, no foods can be labeled as either good or bad.

 하지만우리가 상한 스튜 버섯또는 이와 유사한 것에 대해 이야기하고 있지 않는 어떤 음식도 좋고 나쁨으로 분류될  없다.

③ There are, however, combinations of foods that add up to a healthful or unhealthful diet.

 하지만결국 건강에 좋은 식단이나 건강에 좋지 않은 식단이 되는 음식들의 조합이 있다.

④ Consider the case of an adult who eats only foods thought of as "good" ― for example, raw broccoli, apples, orange juice, boiled tofu, and carrots.

 "좋은음식이라고 생각되는 음식만 먹는 성인의 경우를 생각해보라 ― 예를 들어생브로콜리사과오렌지 주스삶은 두부와 당근.

⑤ Although all these foods are nutrient-dense, they do not add up to a healthy diet because they don't supply a wide enough variety of the nutrients we need.

 비록  모든 음식들이 영양이 풍부하지만그것들은 우리가 필요로 하는 충분히 다양한 영양소를 공급하지 않기 때문에 그것들은 결국 건강한 식단이 되지 않는다.

⑥ Or take the case of the teenager who occasionally eats fried chicken, but otherwise stays away from fried foods.

 또는 튀긴 치킨을 가끔 먹지만그렇지 않으면 튀긴 음식을 멀리하는 십대의 경우를 예로 들어보자.

⑦ The occasional fried chicken isn't going to knock his or her diet off track.

 가끔 먹는 튀긴 치킨은 그나 그녀의 식단을 궤도에서 벗어나게 하지 않을 것이다.

⑧ But the person who eats fried foods every day, with few vegetables or fruits, and loads up on supersized soft drinks, candy, and chips for snacks has a bad diet.

 하지만 채소나 과일을 거의 먹지 않으면서 매일 튀긴 음식을 먹고간식으로 초대형 탄산음료사탕그리고 감자 칩으로 배를 가득 채우는 사람은 나쁜 식단을 가지고 있다.

 

[1] 2023 06 – 41~42농업 발달로 잉여 식량이 생기면서 전문 직업이 생겨남

① Early hunter-gatherer societies had minimal structure.

 초기 수렵 채집 사회는 최소한의 구조만 가지고 있었다.

② A chief or group of elders usually led the camp or village.

 추장이나 장로 그룹이 주로 캠프나 마을을 이끌었다.

③ Most of these leaders had to hunt and gather along with the other members because the surpluses of food and other vital resources were seldom sufficient to support a full-time chief or village council.

 식량과 기타 필수 자원의 잉여분이 전임 추장이나 마을 의회를 지원할 만큼 거의 충분하지 않았기 때문에 대부분의 이러한 지도자들은 다른 구성원들과 함께 사냥과 채집을 해야 했다.

④ The development of agriculture changed work patterns.

 농업의 발전은 작업 패턴을 변화시켰다.

⑤ Early farmers could reap 3-10 kg of grain from each 1 kg of seed planted.

 초기 농부들은 심은 씨앗 1kg마다 3-10kg 곡물을 수확할  있었다.

⑥ Part of this food/energy surplus was returned to the community and provided support for nonfarmers such as chieftains, village councils, men who practice medicine, priests, and warriors.

  식량/에너지 잉여분의 일부는 지역 사회에 환원되었고 족장마을 의회의술가사제전사와 같은 비농민에 대한 지원을 제공했다.

⑦ In return, the nonfarmers provided leadership and security for the farming population, enabling it to continue to increase food/energy yields and provide ever larger surpluses.

  대가로비농민들은 농업 인구에게 리더십과 안보를 제공하여그들이 식량/에너지 생산량을 지속적으로 늘리고 항상  많은 잉여를 제공할  있게 하였다.

⑧ With improved technology and favorable conditions, agriculture produced consistent surpluses of the basic necessities, and population groups grew in size.

 개선된 기술과 유리한 조건으로농업은 기본 생필품의 지속적인 흑자를 창출했고인구 집단은 규모가 커졌다.

⑨ These groups concentrated in towns and cities, and human tasks specialized further.

 이러한 집단은 마을과 도시에 집중되었고인간의 업무는 더욱 전문화되었다.

⑩ Specialists such as carpenters, blacksmiths, merchants, traders, and sailors developed their skills and became more efficient in their use of time and energy.

 목수대장장이상인무역업자선원과 같은 전문가들은 기술을 발전시키고 자신의 시간과 에너지 사용을  효율적으로 하게 되었다.

⑪ The goods and services they provided brought about an improved quality of life, a higher standard of living, and, for most societies, increased stability.

 그들이 제공한 재화와 서비스로 인해 향상된 삶의  높은 생활 수준그리고대부분의 사회에서향상된 안정성을 가져왔다.

 

[1] 2023 06 – 43~45아들을 간호하며 임종을 지켜준 병사의 인간애 실화

① A nurse took a tired, anxious soldier to the bedside.

  간호사가 피곤하고 불안해하는 군인을 침대 곁으로 데려갔다.

② "Jack, your son is here," the nurse said to an old man lying on the bed.

 "Jack, 당신 아들이 왔어요."라고 간호사가 침대에 누워있는 노인에게 말했다.

③ She had to repeat the words several times before the old man's eyes opened.

  노인이 눈을 뜨기 전에 그녀는  말을 여러  반복해야 했다.

④ Suffering from the severe pain because of heart disease, he barely saw the young uniformed soldier standing next to him.

 심장병 때문에 극심한 고통을 겪고 있어그는 제복을 입은 젊은 군인이 그의 옆에  있는 것을 간신히 보았다.

⑤ He reached out his hand to the soldier.

 그는 손을  군인에게 뻗었다.

⑥ The soldier gently wrapped his fingers around the weak hand of the old man.

  군인은 노인의 병약한 손을 부드럽게 감쌌다.

⑦ The nurse brought a chair so that the soldier could sit beside the bed.

 간호사는 군인이 침대 옆에 앉을  있도록 의자를 가져왔다.

⑧ All through the night the young soldier sat there, holding the old man's hand and offering him words of support and comfort.

 밤새 젊은 군인은 거기에 앉아노인의 손을 잡고 그에게 지지와 위로의 말을 건넸다.

⑨ Occasionally, she suggested that the soldier take a rest for a while.

 가끔그녀는 군인에게 잠시 쉬라고 제안했다.

⑩ He politely said no.

 그는 정중하게 거절했다.

⑪ Whenever the nurse came into the room, she heard the soldier say a few gentle words.

 간호사가 병실에 들어올 때마다그녀는  군인이 부드러운  마디의 말을 하는 것을 들었다.

⑫ The old man said nothing, only held tightly to him all through the night.

 밤새도록 그에게 손이  쥐어진 채로 노인은 아무 말도 하지 않았다.

⑬ Just before dawn, the old man died.

 동트기 직전에 노인은 죽었다.

⑭ The soldier released the old man's hand and left the room to find the nurse.

  군인은 노인의 손을 놓고 간호사를 찾기 위해 병실을 나갔다.

⑮ After she was told what happened, she went back to the room with him.

 그녀가 무슨 일이 있었는지 들은 그녀는 그와 함께 병실로 돌아갔다.

⑯ The soldier hesitated for a while and asked, "Who was this man?"

 군인은 잠시 머뭇거리고는 " 남자는 누구였나요?"라고 물었다.

⑰ She was surprised and asked, "Wasn't he your father?"

 그녀는 깜짝 놀라서 물었다. "그가 당신의 아버지가 아니었나요?"

⑱ "No, he wasn't. I've never met him before," the soldier replied.

 "아니요그는 아니었어요저는 그를 이전에 만난 적이 없어요."라고 군인이 대답했다.

⑲ She asked, "Then why didn't you say something when I took you to him?"

 그녀는 물었다, "그러면 내가 당신을 그에게 데리고 갔을   아무 말도 하지 않았나요?"

⑳ He said, "I knew there had been a mistake, but when I realized that he was too sick to tell whether or not I was his son, I could see how much he needed me. So, I stayed."

 그가 말했다, "저는 실수가 있었다는 것을 알았지만그가 위독해서 제가 그의 아들인지 아닌지 구별할  없다는  알게 되었을 저는 그가 얼마나 저를 필요로 하는지   있었습니다그래서저는 머물렀습니다."

 

 

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