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What impact can mobile phones have on their users’ health Many people worry about the supposed ill effects caused by radiation from handsets and base stations, (1) the lack of credible evidence of any harm. But evidence for the beneficial effects of mobile phones on health is rather more (2) Indeed, a systematic review (3) out by Rifat Atun and his colleagues at Imperial College, rounds up 150 (4) of the use of text-messaging in the (5) of health care. These uses (6) three categories: efficiency gains; public-health gains; and direct benefits to patients by (7) text-messaging into treatment regimes.Using texting to (8) efficiency is not profound science, but big savings can be achieved. Several (9) carried out in England have found that the use of text-messaging reminders (10) the number of missed appointments with family doctors by 26-39%, and the number of missed hospital appointments by 33-50%. If such schemes were (11) nationally, this would translate (12) annual savings of ￡256-364 million.Text messages can also be a good way to deliver public-health information, particularly to groups (13) are hard to reach by other means. Text messages have been used in India to (14) people about the World Health Organization’s strategy to control lung disease. In Iraq, text messages were used to support a (15) to immunize nearly 5 million children (16) paralysis.(17) , there are the uses of text-messaging as part of a treatment regime. These involve sending reminders to patients to (18) their medicine, or to encourage accordance with exercise regimes. However, Dr. Rifat notes that the evidence for the effectiveness of such schemes is generally (19) , and more quantitative research is (20) 3（）
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[A] Energising money[B] The dilemma of smart-card systems[C] The future of money[D] Sending money home[E] Flashing the plastic[F] A cash call[G] How to pay in TokyoSmart cards and mobile phones are quickly emerging as ways to pay with electronic cash.41. ______.Nowadays, some of the hottest nightclubs have a new trick for checking the identity of their VIP guests: they send an entry pass in the form of a super bar code to their mobile phones. Mobile phones are becoming an increasingly popular way to make all sorts of payments. In America fans of the Atlanta Hawks have been testing specially adapted Nokia handsets linked to their Visa cards to enter their local stadium and to buy refreshments. It reckons worldwide payments using mobile phones will climb from just $ 3.2 billion in 2003 to more than $ 37 billion by 2008.42. ______.More banking services are also being offered on mobiles. On February 12th, 19 telephone operators with networks in over 100 countries said that people would be able to use their handsets to send money abroad. MasterCard will operate the system in which remittances will be sent as text messages. Sir John Bond, formerly chairman of the HSBC banking group and now chairman of Vodafone, has 10rig been convinced that payments and mobiles would somehow converge. "Mobile phones have the ability to make a dramatic change to village life in Africa," he says.43. ______.The various "contactless" payment systems rely on a technology called "near-field communication" (NFC). But mobile phones can be much smarter. They can be de-activated remotely; they have a screen which can show information, like a credit balance and product information; they have a keyboard to enter information and they can communicate. This means they can also be used to auth0rise larger payments by entering PIN codes directly on the handset or topped up with stored credit from an online bank account without having to go to an ATM.44. ______.To see the potential of mobile-phone money, start in Japan. Most Japanese have at least one credit card, but they tend to stay in their owners’ pockets. Housewives routinely peel off crisp YI0 000 ($ 82) notes to pay for their shopping. Utility bills and other invoices are dutifully taken to the bank and paid in cash, or more likely these days at the local convenience store. Yet despite the popularity of cash, the mobile phone is starting to change even Japan’s traditional habits."However, many smart-card systems do not work with each other, but that will change on March 18th when 26 railways and 75 bus companies in the greater Tokyo area will begin sharing a new stored-value system, called Pasmo. This too will be available both as a plastic smart-card or built into mobile phones.45. ______.Unlike the Japanese, Americans prefer to use plastic for their purchases. Cards account for more than half of all transactions, up from 29% a decade ago, according to Nilson Report, a trade publication. More than 1.5 billion credit cards are stuffed into Americans’ wallets. The average household has more than ten. Banks and credit-card firms hope to convert more cash and cheque payments to plastic with new smart cards. Some versions are already very successful. Many Americans use EasyPass, in which drivers pay for highway tolls wirelessly.A decade ago some observers predicted that internet banking would render retail banking from high-street branches obsolete. But JPMorgan, Bank of America and others are adamant that people are nowadays using bank branches more than ever. Even if the phone and the smart card replace cash, who gets to collect the fees remains open to contention. 43（）
What impact can mobile phones have on their users’ health Many people worry about the supposed ill effects caused by radiation from handsets and base stations, (1) the lack of credible evidence of any harm. But evidence for the beneficial effects of mobile phones on health is rather more (2) Indeed, a systematic review (3) out by Rifat Atun and his colleagues at Imperial College, rounds up 150 (4) of the use of text-messaging in the (5) of health care. These uses (6) three categories: efficiency gains; public-health gains; and direct benefits to patients by (7) text-messaging into treatment regimes.Using texting to (8) efficiency is not profound science, but big savings can be achieved. Several (9) carried out in England have found that the use of text-messaging reminders (10) the number of missed appointments with family doctors by 26-39%, and the number of missed hospital appointments by 33-50%. If such schemes were (11) nationally, this would translate (12) annual savings of ￡256-364 million.Text messages can also be a good way to deliver public-health information, particularly to groups (13) are hard to reach by other means. Text messages have been used in India to (14) people about the World Health Organization’s strategy to control lung disease. In Iraq, text messages were used to support a (15) to immunize nearly 5 million children (16) paralysis.(17) , there are the uses of text-messaging as part of a treatment regime. These involve sending reminders to patients to (18) their medicine, or to encourage accordance with exercise regimes. However, Dr. Rifat notes that the evidence for the effectiveness of such schemes is generally (19) , and more quantitative research is (20) 4（）
The enlightenment needs rescuing, or so thinks Jonathan Israel, the pre-eminent historian of 17th-century Holland. In 2001 he published Radical Enlightenment. He now offers a second Volume with a third to come. (46) The three volumes will be the first comprehensive history of the Enlightenment for decades--and Mr. Israel’s groundbreaking interpretation looks set to establish itself as the one to beat.The period was once thought of as a glorious chapter in the history of mankind, a time when the forces of light (science, progress and tolerance) triumphed over the forces of darkness (superstition and prejudice). Today, the Enlightenment tends to be dismissed. (47)Post-modernists attack it for being biased, self-deceived and ultimately responsible for the worst in Western civilization. Post-colonialists accuse it of being Eurocentric, an apology for imperialism. Nationalist historians reject the idea of a coherent universal movement, preferring to talk about the English, French, even Icelandic Enlightenments.Mr. Israel has set himself the task oil repelling these critics and re-establishing the period as the defining episode in the liberation of man. His arguments are convincing. He contends that there were two Enlightenments, one Radical, and the other Moderate. The Radicals, inspired by Spinoza, were materialists, atheists and equalities. (48)The Moderates, who followed Locke and Newton, were conservative and more at home than the Radicals in the hierarchical and deeply religious world of 18th-century Europe. They advocated only a partial Enlightenment.In Mr. Israel’s opinion, the Radicals offered the only true Enlightenment, giving us democracy, equality, individual liberty and secular morality. The Moderates, on the other hand, have left an ambiguous and, in the end, harmful legacy. While promoting tolerance, they remained uncomfortable with the idea of universal equality. While advancing reason, they failed to divorce morality from religion and tried to rationalize faith. (49) Mr. Israel argues that for as long as historians treat the two wings of the Enlightenment as a single movement, they have misunderstood the phenomenon. Worst still, they supply today’s critics with the evidence they need to blacken the movement.This re-evaluation makes for an unfamiliar picture of the Enlightenment and its torchbearers. According to Mr. Israel, "enlightened values" were born not in England but in Holland, and he re-casts men such as Locke, Voltaire and even Hume, once thought of as champions of the party of light, as apologists for colonialism and enemies of equality. In addition, Mr. Israel would like his book to be studied beyond academia. In an ideal world everyone would be reading it. (50) His stupendous research and grasp of the sources are such that few will contest his core argument that the Enlightenment was a coherent, Europe-wide phenomenon, intellectual in origin, which represented a profound shift in the way that men thought about themselves and the world around them. 49
Internet advertising is booming. The industry has gone from $ 9.6 billion in revenue in 2001 to $ 27 billion this year, according to Piper Jaffray, an investment bank. And it is still early days. The internet accounts for only 5% of total spending on advertising, but that figure is expected to reach at least 20% in the next few years. The single largest category within this flourishing industry, accounting for nearly half of all spending, is "pay-per-click" advertising, which is used by firms both large and small to promote their wares. The benefits of the pay-per-click approach over traditional advertising (television, radio, print and billboards are obvious. Since advertisers pay only to reach the small subset who actually respond to an advertisement, the quality of the leads generated is very high, and advertisers are prepared to pay accordingly. The price: per click varies from $ 0.10 to as much as $ 30, depending on the keyword, though the average is around $ 0.50. Google made most of its $ 6.1 billion in revenue last year from pay-per-click advertising. But as pay-per-click advertising has grown into a huge industry, concern has mounted over so-called "click fraud"--bogus clicks that do not come from genuinely interested customers. It takes two main forms. If you click repeatedly on the advertisements on your own website, or get other people or machines to do so on your behalf, you can generate a stream of bogus commissions. Click fraud can also be used by one company against another: clicking on a rival firm’s advertisements can saddle it with a huge bill. Bogus clicks are thought to account for around 10% of all click traffic, though nobody knows for sure. A few months ago Mr. Gross pioneered an alternative to the pay-per-click model. In February, Snap, a search engine backed by Mr. Gross, launched "pay-per-action" (PPA), a new model in which advertisers pay only if a click on an ad is followed by an action such as a purchase or a download. Might this put an end to click fraud Don’t bet on it, says Mike Zeman at Starcom, an advertising agency. Payper-action will be a niche, he predicts, since converting a click into an action depends on a variety of factors such as the ease of use of the advertiser’s website. Google and its peers will be reluctant to be so dependent on factors outside their control. But Mr. Tobaccowala thinks pay-per-action could become a real alternative to pay-per-click. As bigger companies spend more on internet advertising; they will demand more accountability and a wider range of options, he says. At the very least, that means clamping down on click fraud; but it also presents an opportunity for entrepreneurs to invent new models that are less vulnerable to abuse. The situation of "pay-per-click" advertising can be described as ______.
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