江蘇省2019屆高三年級(jí)上冊(cè)期末考試英語(yǔ)考試試卷匯編：閱讀理解

閱讀理解

南京市鹽城市

第三部分閱讀理解（共15小題：每小題2分，滿(mǎn)分30分）

請(qǐng)認(rèn)真閱讀下列短文，從短文后各題所給的A、B、C、D四個(gè)選項(xiàng)中，選出最佳選項(xiàng)，并在答題紙上

將該項(xiàng)涂黑。

A

CompanyNamesThatHaveSecretMeanings

Co-founderLarryPagewasatabrainstormingsessionat

Stanfordforanewmassivedataindexingwebsite.Someone

Googlesuggested“googolplex”-oneofthelargestdescribable

NUMBERS.Pageshorteneditto"googol.''Whenhelater

checkedfortheavailabilityofthedomainname,hemadea

mistakeandtypedin<4google^^instead.Buthelikedthename

andregistereditforhimselfandco-founderSergeyBrin.

ThisluxurycarmakercombinedelementsfromtheFord

andOldsmobilecompanieswhenitwasstartedin1902and

laterbecameknownforitsinnovationandhighquality.The

companywasnamedfortheFrenchexplorerAntoineLaumet

delaMotheCadillac,whofoundedthecityofDetroitin1701.

Companyco-founderGordonBowkerhassaidthatwhile

brainstormingnames,someonebroughtoutamapthatfeatured

o

theoldminingtownofStarbo.Thatmayhaveledhimtothink

ofStarbuck,thefirstmateinHermanMelville'sfamousnovel,

STARBUCKS^MobyDick.Notonlythecompanynamebutalsotheoriginof

itslogohasarousedgreatcuriosity.

TheinventorofRolex,HansWilsdorf,waslookingto

makeanelegant,yetprecise,wristwatch.Hewantedaname

?fthatwaseasytosay,workedindifferentlanguages,andlooked

ROLEXgoodonthewatches.HesettledonRolexin1908.

56.Whichcompanynamehasacloserelationshipwithliterature?

A.Google.B.Cadillac.C.Starbucks.D.Rolex.

57.WhichofthefollowingstatementsisTrue?

A.Googlewasadoptedbecause“googol“wasnotavailablethen.

B.Cadillacwasnamedafterthefoundingfatherofthecompany.

C.Starbuckswasusedduetotheco-founder^loveforhistown.

D.HansWilsdorfintendedRolextobeuniversallyaccepted.

B

Ifyoucouldtravelbackintimefivecenturies,you'dencounterafreshlypainted“MonaLisa"inRenaissance

EuropeandcoolertemperaturesacrosstheNorthernHemisphere.ThiswasaworldinthemidstoftheLittleIce

AgeandaperiodofvastEuropeanexplorationnowknownastheAgeofDiscovery.

Butwhatifwecouldlook500yearsintothefutureandglimpsetheEarthofthe26thcentury?Wouldtheworld

seemasdifferenttousasthe21slcenturywouldhaveseemedtoresidentsofthe16century?Forstarters,whatwill

theweatherbelike?

Dependingonwhomyouask,the26thcenturywilleitherbealittlechillyorextremelyhot.Somesolaroutput

modelssuggestthatbythe2500s,Earth'sclimatewillhavecooledbackdowntonearLittleIceAgeconditions.

Otherstudiespredictthatongoingclimatechangeandfossilfuelusewillleavemuchoftheplanettoohotfor

humanlifeby2300.SomeexpertsdatethebeginningofhumanclimatechangebacktotheIndustrialRevolutionin

thel8oos,otherstoslash-and-burnagriculturalpracticesinprehistorictimes.Eitherway,tool-wieldinghumans

altertheirenvironmentandour26lhcenturytoolsmightbequiteimpressiveindeed.

TheoreticalphysicistandfuturistMichioKakupredictsthatinamere100years,humanitywillmaketheleap

fromatypezerocivilizationtoatypeIcivilizationontheKardashevScale.Inotherwords,we'llbecomeaspecies

thatcanusetheentiresumofaplanet'senergy,masteringcleanenergytechnologiessuchasfusionandsolarpower.

Furthermore,theyHlbeabletohandleplanetaryenergyinordertocontrolglobalclimate.

Technologyhasimprovedsignificantlysincethe1500s,andthispacewilllikelycontinueinthecenturiesto

come.PhysicistStephenHawkingproposesthatbytheyear2600,thisgrowthwouldsee1()newtheoreticalphysics

paperspublishedevery10seconds.IfMoore'sLawholdstrueandbothcomputerspeedandcomplexitydouble

every18months,thensomeofthesestudiesmaybetheworkofhighlyintelligentmachines.

Whatothertechnologieswillshapetheworldofthe26lhcentury?FuturistandauthorAdrianBerrybelieves

theaveragehumanlifespanwillreach140yearsandthatthedigitalstorageofhumanpersonalitieswillenablea

computerizedstateoflivingforever.Humanswillfarmtheoceans,travelinstarshipsandresideinbothlunarand

Martiancolonieswhilerobotsexploretheoutercosmos.

58.WhydoestheauthormentiontheLittleIceAgeinthefirstparagraph?

A.Toshowtheseverityofthecurrentglobalwarming.

B.Tostressthecloseconnectionwiththecurrentclimate.

C.Toprovidecontrasttothepredictionoffutureclimate.

D.Toillustratetheimportanceofprotectingtheenvironment.

59.ThepredictionthatEarthwillcooldownisbasedon

A.changesinsolaractivityB.ongoingclimatechange

C.previousgeneralassumptionsD.currentconsumptionoffossilfuel

60.Whateffectwillthe26thcentuiytechnologieshaveonhumanbeings?

A.Humanswillsufferfromsevereglobalwarming.

B.Cybertechnologyhelpshumanpersonalitiessurvive.

C.Humansneedn'tworkwiththeapplicationofrobots.

D.Highlyintelligentmachineswillreplacehumans.

C

Howwouldyoudescribeyourstyle?Formal?Classical?Casual?Smart?Firstofall,whatisstyle?Let'sheara

fewwordsofwisdomfromthewise."'Styleisknowingwhoyouareandwhatyouwanttosay,"(GoreVidal);

“Styleisanexpressionofindividualismmixedwithcharm,"(JohnFairchild);"Styleistheperfectionofapointof

view75(RobertEberhart);44Styleisasimplewayofsayingcomplicatedthings,(JeanCocteau);uStyleisthedress

ofthoughts,(LordChesterfield).

So,nowyouknowwhatstyleis,you'llneedtobuysomeclothes.Butwhere?IntheUK,youcangetreally

cheap,stylish,second-handclothesatcharityshops.They'regreatifyouwantexclusivelabelsbutdon'twantto

paytheprice.Theonlydifficultyisdiscoveringwherethereallygoodbargainsare.Butdon'tworry,LeilaGraycan

helpyouhere.She'stheproudownerofavintageHardyAmiescoat,pickedupatacharityshopfor￡20—agood

dealwhenyourealizeitcostmorethan￡800new."Ybuhavetogotothericherareasofacity,^^shesays."That's

whereallthelabelsare.Itcantakeabitofhuntingaround,butthatishalfthefun,andthere'salotofburied

treasurejustwaitingtobediscovered.^^

So,nowyouknowwheretobuyyournew,stylishclothes,howdoyouacquireyourstyle?Expertssaythat

mixingandmatchingfromcharityshopscanhelpyoufindyourownstyle---somethingthat'sreallyyou.That's

whatScottishmusicianMorusdid."Myfashiontipisthis,"hesays,“Lookatyourselfwiththeeyeofagraphic

designer.Ifyoucan'lbeattractive,aimfor4interesting9or'original'."Momus'uniquestylecouldevenmakehim

happier,too.AspsychologistMarilynEliasexplains,thehappiestpeople4judgethemselvesbytheirownyardsticks,

neveragainstwhatothersdoorhave,,.

ShoichiAoki,thefounderofJapanesestreetstylemagazineFRUiTS,agrees.<6Ithinkrealfashioniswhat

peoplewearonthestreets,theclothesthattheywear,thewaythattheywearthem,“hesays."Whatyouseein

fashionmagazinesandonmodelshasbeenstyledandit'smorecommercial.Hesaysthathisinspirationfor

FRUiTScamefrompeoplecombiningtraditionalJapaneseclothingsuchasthekimonoand46getaM(Japanese

woodenclogs)withWesternfashion."Thisreallycaughtmyeye,^^Aokiadds.Thesestylesmayseemwild,but

Aoki'sideaisnot:bebold,becreativeandfindsomethingthatsuitsyou.

Maybeit'stimetocreateyourownlook.Therearemanyonlineguidestohelpyou.Perhapsthebestadvice

comesfromawebsitecalledwikiHow,“Ifyouseesomethingyoulike,,,itsays,“feelfreetocopy,butdon'tmake

yourselfaclone...mixitupandmakeityours."Thinkaboutit!

61.Whatshouldyoufirstdotochoosetheystylethatbestsuitsyou?

A.Followtheimagesofthewisepeople.B.Goforwhateverisfashionable.

C.Simplifycomplicatedexpressions.D.Figureoutwhatatruestyleis.

62.Whatdoestheunderlinedword"that"inParagraph2referto?

A.Gettingclothesofleadingbrands.B.Buyingclothesatratherlowprices.

C.Searchingforreallygoodbargains.D.Startingacharityshopsellingclothes.

63.WhatisthefocusofShoichiAokiandhismagazineFRUiTS?

A.Commercializationoffashionmagazines.

B.Expressionofsomethingpersonalandcreative.

C.Designingfashionablewearformeninthestreet.

D.PromotingJapanesetraditionalclothingworldwide

64.Whatisprobablythebesttitleforthepassage?

A.HowtofindthestylethatsuitsyouB.Wheretopickupabargain

C.WhattoweartodevelopyourstyleD.Whomtomodeltobepopular

D

J.K.Rowlingistheauthorofthemostsuccessfulbookseriesinhistory,butherattempttotakeonanew

careerasascreenwriterhasn'tbeenassmoothasshemayhavethoughtitwouldbe.Thesequel（續(xù)篇）,“Fantastic

Beasts:TheCrimesofGrindelwald^^,showsthateventhemostsuccessfulauthorintheworldisinneedofchecks

andbalanceswhenmakingthetransitiontocinema.

FollowingthesaleofhalfabillioncopiesoftheHarryPotterseries,Rowlingisworkinghardtoextendand

enrichthemythologyshecreatedaroundthechildwizard.IncontrasttotheeightHarryPottermovies,whichwere

basedonthesevenbooksandmostofwhichwerewrittenbyexperiencedscreenwriterSteveKloves,the“Fantastic

Beasts“seriesisscriptedonlybyRowling.Thistimesheskippedthebookstoresandwentstraighttothemovie

theater.

The“FantasticBeasts“seriestakesitstitlefromoneofHarryPotter'stextbooks.Theleapbackwardintime,a

newsetofadultheroesandaglobe-spanningbackgroundshowthatRowlingisintunewithherfansandthespirit

ofthetimes.HarryPotterandhisfriendsstartedoutasatypicalproductof1990snaivety,butsincethentheloyal

veteranaudiencehasexperiencedtheshocksofthe21stcenturyandgrownmatureanddiscouraged.The''Fantastic

Beasts“seriesfeellesslikechildren'sfare;theydealwithadultsandfrighteningeventsthatoccurredinEuropeat

theendofthe1920s.

Ifs1927,andthecriminalGrindelwaldhasescapedfromprisontoEurope.Thehero,NewtScamander,a

zoologistoffantasticbeasts,preferstodistancehimselffrompoliticsandmaintainhisimprovisednaturereservein

London.ButtheyoungProf.Dumbledoreremindshimthatneutralityisnotanoptioninhardtimes.Dumbledore

urgeshimtocrosstheChanneltoParisandstopGrindelwald,whoistryingtoplotawartoensurethepurityofthe

wizardrace.

Theroughoutlineoftheplotconstitutesonlypartofthemovie.Therearemanyothercharacterswhoappear

inthemystery.IwillmentiontheboyCredencewhocontinuestohaveacentralroleinthestrugglebetweenthe

heroandthevillain,evenashisbackgroundremainsamystery.Similarly,Newt'sbrotherandpartner,the

snake-womanNagini,andothernewandoldcharactershintatanobscurepastandfuture.Rowlingpopulatesher

worldwithcharacterslargeandsmall,oddbeastsandsimplifiesitsstorytolaythefoundationworkoftheuniverse.

Thefilmlaysstrongfoundationsofmystery,butforgetstobuildanysortofstructureabovethem.It'slikea

constructionsitewherethebudgetranouttoofast.

Withmoviescreensfullofsuperheroesandfantasyfilms,andeverystudiotryingtofloatafictionaluniverse,

Rowlingistoday'smostcreativebuilderofcinemaworlds,butthere?sstilladifferencebetweenheranda

mega-corporationlikeDisney.EverycharacterandbeastistherebecauseRowlingsaidso,notbecausethe

marketingdivisionthoughtitwouldpromotesalesofmerchandise.Rowlingclearlyhasatruepassiontocreatea

mythology,andjustasclearly,shehasn'tyetfinishedcreatingit.

The"FantasticBeasts^^seriesoffersaworldevenfullerthanthatofHarryPotter.Oncemoreshecollaborates

withDavidYates,whodirectedthelastfourHarryPottermoviesandnowthetwo“FantasticBeasts“pictures.Still,

theworldshe'screatedwouldbeevenmorewondrousifRowlinghadonlyfilleditoutwithacrystallizedoratleast

coherentplot.IntheHarryPotterseries,shemostlysucceededinmakingthefilmsintoindependentworks.But

withoutexperiencedscreenwriterstomediatebetweenherimaginationandthescreen,thetwo"FantasticBeasts”

episodesaremorelikeachessgameinwhichthecreatormovescharactersfromAtoBaspartofabroader

strategy-whichremainsunclear.

“FantasticBeasts:TheCrimesofGrindelwald^^isafilmmadeforexistingfansanddoesn'tbothertoappealto

anewaudience.Notbychancedoesitofferamorematureworldfbrfanswhohavegrownupatleastasmuchas

DanielRadcliffe.Forthem,themoviedeliversthegoods,butlittleofthemagicremains.IfRowlingcontinuesto

putoutfilmswithoutabeginningandanend,herworldwillcollapse,leavingonlythemiddle.Itmaybe

entertainmentwithcaptivatingcharactersandeffects,butit'snotamovie.

65.WhatchangeshasJ.K.Rowlingmadeinherwritingcareer?

A.Shewasforcedtoabandonheroriginalwritingcareerandstartanewone.

B.Shewasdeterminedtoskipthebookstoresandpublishbooksonherown.

C.ShestartedanewfantasybookhavingnothingtodowiththeHarryPotterseries.

D.ShetriedtoenrichtheHarryPotterseriesasascreenwriterratherthananovelist.

66.Whoareprobablythetargetaudienceofthe"FantasticBeasts“series?

A.Kidsnewlyintroducedtomagic.B.Teenagestudentswithgranddreams.

C.Adultsgoingthroughlifechanges.D.Professionalcriticsoffantasybooks.

67.Whatarethefeaturesofthe"FantasticBeasts,,series?

A.Complexstoryandexcitingcharacters.

B.Simplestorybutabundantcharacters.

C.Childishstoryandstrangecharacters.

D.Sadstorybutinspiringcharacters.

68.BigcorporationslikeDisneychoosemoviecharactersandbeastsbasedon.

A.potentialprofitabilityofthemoviesB.preferenceoftheirscreenwriters

C.consultationwiththeoriginalauthorD.investigationintosuccessfulfilms

69.HowdoestheauthorexplainRowling'sfailuretocreateaclearplot?

A.Bydescribingshootingprocesses.B.Bylistingofficialstatistics.

C.Bydrawingacomparison.D.Bycitingexamples.

70.WhatdoestheauthorthinkofJ.K.Rowling'sperformanceasascreenwriter?

A.Itisreallyadisappointmentformoviegoers.

B.Itiswidelyacknowledgedbyherbookfans.

C.Thereexitsmuchmoremagicinherscreenplay.

D.Thereisstillmuchroomforimprovement.

第三部分閱讀理解（共15小題；每小題2分，滿(mǎn)分30分）

56.C57.D58.C59.A60.B61.D62.C63.B64.A65.D66.C67.B68.A69.C70.D

閱讀理解：

A篇

本文講述了四家公司名背后蘊(yùn)藏的故事，摘自外網(wǎng)。

56.答案為C,題目設(shè)問(wèn)是公司名和文學(xué)相關(guān)，根據(jù)原文中星巴克聯(lián)合創(chuàng)始人由小鎮(zhèn)名Starbo,聯(lián)想到

了HermanMelvilletl\l《白鯨》可得知。

57.答案為D,選項(xiàng)A錯(cuò)在google源于拼寫(xiě)錯(cuò)誤，而不是googol域名不可用；B選項(xiàng)中，Cadillac取名

于Frenchexplorer,底特律的創(chuàng)始人而不是公司的foundingfather；C選項(xiàng)中，Starbuck源自于《白鯨》的角

色,Starbo才是小鎮(zhèn)的名字；D選項(xiàng)由原文“Hewantedanamethatwaseasytosay,workedindifferentlanguages,

andlookedgoodonthewatches.“可得知。

B篇

本文對(duì)5世紀(jì)之后地球的氣候做了預(yù)測(cè)，摘自外網(wǎng)。

58.答案為C,本題考察寫(xiě)作手法。作者借由談?wù)摎v史出現(xiàn)的LitterIceAge來(lái)和5世紀(jì)后預(yù)測(cè)的形成對(duì)

比。

59.答案為A,根據(jù)設(shè)問(wèn)中“cooldown”得知考察的是地球?qū)⒆儧隹斓募僭O(shè)，根據(jù)文章第三段第二句“Some

solaroutputmodelssuggestthatbythe2500s,Earth'sclimatewillhavecooledbackdowntonearLittleIceAge

conditions.“可知。

60.答案為B,根據(jù)設(shè)問(wèn)定位至文章最后兩端，通過(guò)最后一段第二句可得知答案，人們可將人格進(jìn)行數(shù)

字話(huà)儲(chǔ)存，實(shí)現(xiàn)點(diǎn)電腦的永生。

C篇

C篇講述的是風(fēng)格時(shí)尚是什么，如何實(shí)現(xiàn)自我的風(fēng)格時(shí)尚，摘自外刊。

61.答案為D,第一段可帶領(lǐng)學(xué)生進(jìn)行賞析。摘錄了幾名知名人士對(duì)“風(fēng)格時(shí)尚''的理解，結(jié)合文章第二

段第一句的過(guò)渡句可得知，首先要弄明白究竟什么是“style”。

62.答案為C,本題考察指代。that通常指代上文的事務(wù)，再根據(jù)本句后半部分halfthefun得知答案為

C選項(xiàng)。

63.答案為B,注意干擾選項(xiàng)D,原文中和服給ShoichiAoki帶來(lái)的是創(chuàng)刊的靈感，題目設(shè)問(wèn)則是focus,

因此答案根據(jù)倒數(shù)第二段最后一句可知。

64.答案為A,本題考察標(biāo)題的選擇，根據(jù)文章整體得知A為正確選項(xiàng)。

D篇

本文對(duì)J.K.Rowling的新角色一《神奇動(dòng)物在哪里》編劇做了評(píng)價(jià)，同時(shí)涉及到部分《神奇動(dòng)物在哪里》

情節(jié)和人物相關(guān)知識(shí)，摘自外網(wǎng)。

65.答案為D,考察細(xì)節(jié)，根據(jù)文章第一段“herattempttotakeonanewcareerasascreenwriterhasn'tbeen

assmoothasshemayhavethoughtitwouldbe”可知。

66.答案為C,考察細(xì)節(jié)，根據(jù)文章第三段得知《神奇動(dòng)物在哪里》是?本《哈利波特》粉絲向作品，

但是經(jīng)歷歲月變遷之后，書(shū)的內(nèi)容變得“l(fā)esslikechildren'sfare;theydealwithadultsandfrighteningeventsthat

occurredinEuropeattheendofthe1920s.”

67.答案為B,總結(jié)歸納題。根據(jù)文章第四段和第五段對(duì)《神奇動(dòng)物在哪里》一書(shū)的情節(jié)和角色描寫(xiě)可

得出答案為B選項(xiàng)。

68.答案為A,考察細(xì)節(jié)，根據(jù)文章第六段“EverycharacterandbeastistherebecauseRowlingsaidso,not

becausethemarketingdivisionthoughtitwouldpromotesalesofmerchandise.“可知。

69.答案為C,考察寫(xiě)作手法，根據(jù)文章第五段最后一句"Thefilmlaysstrongfoundationsofmystery,but

forgetstobuildanysortofstructureabovethem.It'slikeaconstructionsitewherethebudgetranouttoofhst.“可

知。

70.答案為D,考察情感與態(tài)度，根據(jù)最后一段可知。

宿遷市

第三部分：閱讀理解（共15小題；每小題2分，滿(mǎn)分30分）

請(qǐng)認(rèn)真閱讀下列短文，從短文后各題所給的A、B、C、D四個(gè)選項(xiàng)中，選出最佳選項(xiàng)，并在答題紙上將

該項(xiàng)涂黑。

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Ourcitieshaveneverbeendenser,taller,orbusierthantheyarenow,andwiththat,comestheconstantbattle

forland.Butifwelookataerialimagesofanycitycenter,wecanquicklyspotplentyofunusedspace—the

rooftops.

Sowhatcanweusethispreciousresourcefor?Inagrowingnumberofhigh-densitycities,someofitis

dedicatedtorecreation—everythingfrombarsandpools,tosoccerpitchesandrunningtrackscannowbefound

atopskyscrapers.Butwhenarooftopoffersaccesstosunlight,therearetwomoreobviouscandidatesforitsuse-

agricultureandsolarpower.

Greenroofshavebeengrowinginpopularityformorethanadecade,andinsomecases,growinginscaletoo.

Greenroofscanprovideahabitatforbirdsandinsectsinanotherwisehostileenvironment.

Citiescanbeseveraldegreeswarmerthanthesurroundingcountryside.Greenroofscomewiththeadded

benefitofmitigatingthedreadedurbanheatislandeffect.Treesandgreenspacescanabsorbshortwaveradiation,

anduseittoevaporatewaterfromtheirleaves—akindof'doublecooling,effect.

Withfoodsecurityandurbannutritionever-higherontheagendafortheUnitedNations,there*salsoa

worldwidemovementofusinggreenroofsforhyper-localfoodproduction.Inregionswithsuitableclimates,

hundredsofdifferentvegetables,fruits,andsaladleavescanbegrownonrooftops.

Butwhataboutsolarpower?Withsomanycitiesnowstoppingusingfossilfuels,andthecostsofsolarpanels

droppingdramatically,PVsystemshavebecomethe'goto'optionforgeneratingdistributedpowerinbuilt-up

areas.And,evenwithstandardcommercialpanels,theenergygainsaredramatic.ItisestimatedthatrooftopPV

systemscouldgeneratealmost40%ofelectricitydemandsnationwide.

There'snodoubtthatinbothcases,anetworkof'productiverooftops9couldbenefitthelocalcommunityby

supplyingaportionofanecessaryresource—eitherfoodorelectricity—whilealsoreducingtheirenvironmental

burden.Butisonebetterthantheother?

ThiswasthequestionposedbyresearchersfromMITandtheUniversityofLisboninarecentpaperinthe

journalCities.Focusingontherooftopsofamixed-useneighborhoodinLisbon,theycarriedoutaCost-Benefit

Analysis.Startingwithexistingdataoneverythingfrominstallationcostsandresourcesused,tocarbonfootprint

andyield,theymodelledtheimpactthateachinstallationwouldhaveonthelocalcommunityoveraperiodof50

years.

Andbylookingatitthatway,theyconcludedthatforLisbon,theuseofrooftopsforfoodproductioncould

yieldsignificantlyhigherlocalvaluethansolarPVenergygeneration.Ofcourse,thisisverysite-specific.Thereis

noone-size-fits-allsolutiontomakecitiesmoresustainable,andanyonewhotellsyouotherwiseismassively

over-simplifyingacomplexissue.Now,allIhopeisthatsomeofthosedecisionmakersstartusingit.

58.Accordingtothepassage,greenroofsdon'tmakeadifferenceto.

A.medicineB.agricultureC.electricityD.ecology

59.Whatdoestheunderlinedsentencemeaninthelastparagraph?

A.Lisbonistheperfecttargetedcityforresearchers.

B.Inanothercity,theoppositeconclusioncanbedrawn.

C.TheconclusionaboutLisboncanapplytoallothercities.

D.Itdoesn'tmakesensetoinstallrooftopPVsystemsinLisbon.

60.Theauthorwritesthisarticleinorderto.

A.instructdecisionmakerswhattodo

B.informusoftheriseofurbanrooftops

C.predicttwofieldswherewecanuserooftops

D.persuadeustomakecitiesmoresustainable

C

Itisapsychologicalstrategythatallparentswillbefamiliarwith:insteadofscoldinganmisbehavingchild,

focusinsteadinrewardingthemforgoodbehaviour.

Nowtheideaiswellreceivedoutsidethenursery,withimplicationsfbreverythingfromrecyclingclothesto

policing.

Consumersendupwithpilesofunwantedclothes.EveryyearintheUK,300,000tonnesendsupinlandfill——

235millionindividualitems.

Nowhowever,appssuchasReGain,RegiveandStuffstraremakingitsimpler-andmoreworthwhile-for

peopletoreturntheirunwantedclobber.

TheReGainappcanbeusedtofindoneof20,000drop-offpoints.Inreturn,thediligentconsumerearns

rewardssuchasdiscountcouponsforhighstreetretailers.StuffstrworksinpartnershipwithJohnLewistohelp

peoplegetcashinreturnforunwanteditemsfromthechain.

“Possiblytheonepredictionthatweeconomistsgetrightisthatifyouincentivise（激勵(lì)）abehaviour,youwill

getmoreofit,"saysDrMatthewLevy,alecturerineconomicsattheLondonSchoolofEconomics.

Hecitesresearch,includinghisown,showingthatfinancialincentivesencouragingregularexercise,stopping

smokingandlosingweighteffectivelypromotehealthybehavioursandthatthereisnobacklashwhenthe

incentivesareremoved.4tIfanything,theincentivescanbeusedtojump-startahealthyhabitthatkeepsgoing,“he

says.

Inthefourmonthsafteritslaunch,theReGainschemereceivedalmost17,000parcelscontaining47tonnesof

usedclothesandshoes,ofwhich95%couldpotentiallybereused,accordingtoitsfounderJackOstrowski.

“Weneedtofindawaytoinfluencebehaviour,anddiscountcouponshelp,^^hesays.Theplatformisalso

workingwithbrandsandretailerstofindwaystodivertusedclothesfromlandfillsandintotheproductionofnew

clothes,headds.

Otherrewardschemeshavehadsuccessinencouragingbehaviouralchange.

WhenpoliceinCanadaissuedt4positivetickets”—couponsforfreefoodormovietickets—torewardgood

behaviouramongyoungpeople,theyreportedanalmost50%dropinyouth-relatedservicecalls.

“Myofficerswouldsay4Intheolddayswe'ddriveupinthepolicecarandthekidswouldrunawayfromus,

nowtheyruntous,.^^

Inasimilarventure,Hullcitycouncilhaveannouncedpla