26 수능특강 수업용 [5.6.7. 11-13]

 

LESSON 12 [어휘 추론]

01. Our brains evolved when food was scarce; thus, we are compelled by our genetic heritage to eat whatever and whenever possible. Animals have a tendency to eat a great deal of food when tasteful food is readily available. In addition, we also subconsciously prevent others from taking our food source. We ② defend our access to tasty food when it is within easy reach and is at risk of being consumed by other humans. Studies have shown that humans will eat more when more food is available even when the food is stale or otherwise unappealing. Furthermore, even if you point out to others that the food is stale or that they have eaten more than their fair share, they will continue to eat. Our biological drive to consume tasty food to completion outweighs any opposing cognitive or motivational factors. Even after we have gained a lot of weight, our bodies want to gain more.

02. The world is shrinking in many ways. For better or worse, satellite television, mobile phone networks and the internet have created conditions for instantaneous and friction free communication. Spatial distance is no longer a decisive hindrance for close contact and new, deterritorialized social networks or even ‘virtual communities’ have developed. At the same time, individuals have a larger palette of information to choose from than they previously did. The economy is also increasingly globally integrated. In the last decades, transnational companies have grown exponentially in numbers, size and economic importance. The capitalist mode of production and monetary economies in general have become nearly universal in the twenty-first century. In politics as well, global issues increasingly dominate the agenda. Issues of war and peace, the environment and poverty are all of such a scope, and involve so many transnational linkages that they cannot be handled satisfactorily by single states alone. Pandemics and international terrorism are also transnational problems which can only be understood and addressed through international coordination.

03. You could think of fluency as the brain’s attempt at making a fast and intuitive truth judgment as opposed to a more deliberate, analytical assessment. Of course, the fact that the brain processes familiar things more fluently isn’t a bad thing in itself. In fact, in all likelihood it’s probably a useful and adaptive heuristic, or rule of thumb, in many situations. It would be absolutely exhausting for your brain if you had to process every bit of information completely anew. You know that 2×2 = 4 when you read it - this has been repeated to you many times, you can process it fast and fluently. The real problem is that something can be true or false for many reasons other than familiarity. If I were to ask you, for example, how many animals of each kind Moses took with him on the Ark, most people would say ‘two’, despite the fact that in the biblical story it wasn’t Moses on the Ark, it was Noah. This doesn’t matter to your brain though; it’s just predicting familiar answers.

04. Targeting and segmentation are of prime importance to media strategy. The increase in the number of media channels and vehicles, and the consequent fragmentation of media audiences, mean that target groups of consumers are both easier and more difficult to reach. They are easier to reach in the sense that audiences have fragmented into narrow interest groups that are served by thousands of special interest magazines and TV channels. If an advertiser wants to reach, say, trout fishermen, sports car enthusiasts or TV drama fans, there are specialist publications and TV shows that are ideal vehicles for targeting such narrowly defined audiences. But consumer groups are also more difficult to reach because agencies have great difficulty in categorising audiences into target groups that are sufficiently large to be workable for general advertisers. Being able to target trout fishermen is useful if you are selling fishing tackle, but not for general fast-moving consumer goods sales that require varied target groups. While trout fishermen probably have other consumer interests too, media vehicles that cater for one hobby are of limited use to most advertisers.

 

 

2026학년도 수능특강 수업용 [PART 1].pdf

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