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公司头像的诅咒(下)
- Authors
有一些研究表明，个人资料照片在商业环境中可以产生有用的影响。人类看到面容后能很快对他人做出判断。
双语精读
The awkwardness is amplified if the photographer has decided to show more than a person's head and shoulders. Pity the executives who have been forced to stand side on to the camera, tilt their heads slightly like a giant parrot, fold their arms and told to look natural. If you ever saw someone standing like this in real life, you would think "better cross to the other side", not "I bet that person is great at creating shareholder value."
如果摄影师决定把头和肩膀之外的部分也放入镜头，这种尴尬就会被放大。这些高管被迫侧身站在镜头前，像一只巨大的鹦鹉一样微微倾斜头部，双臂交叉，还要表现得很自然，可怜可怜他们吧。如果你在现实生活中看到一个人像这样站着，你会想"最好从另一边走过去"，而不是"我打赌那个人很擅长创造股东价值"。
What on earth is going on? There is some research to suggest that profile photos can have a useful effect in commercial settings. Humans are quick to form judgments about others by looking at their faces: baby-faced people are regarded as more trustworthy than those who look older, for example, whereas more mature faces convey expertise.
到底是怎么回事？有一些研究表明，个人资料照片在商业环境中可以产生有用的影响。人类看到面容后能很快对他人做出判断：例如，娃娃脸的人被认为比那些看起来更老的人更值得信任，而更成熟的脸则看起来更专业。
A recent paper from Stuart Barnes of King's College London and Samuel Kirshner of the University of New South Wales looked at the impact of facial characteristics on the prices that Airbnb hosts can charge their guests. They found that hosts with attractive and trustworthy faces could charge up to 5% more per night than their peers for similar apartments. Unsurprisingly, perceived trustworthiness mattered more for small, shared accommodation.
伦敦国王学院的斯图尔特·巴恩斯和新南威尔士大学的塞缪尔·基什纳最近发表了一篇论文，研究了面部特征对爱彼迎房东向客人收取费用的影响。他们发现，拥有迷人和值得信赖的相貌的房东每晚能比同类公寓的房东多收取5%的费用。不出所料，人们感觉到的信任度对小户型和共享的住宿更重要。
But the decisions made by consumers on online marketplaces do not explain corporate headshots. Maybe some people try to choose between Disney+ and Netflix by going to the About Us section of their websites, but it seems unlikely. And even if executive profiles were somehow feeding into the subconscious decisions of investors and job applicants, it is not at all clear what type of photograph should follow. Managers will already be trying to convey an impossible brew of leadership qualities, from breezy confidence to naked vulnerability. Now they have to look baby-faced too? No wonder people end up gurning.
但消费者在网上市场做出的决定并不能解释企业的头像拍摄。也许有些人会访问迪士尼+和网飞的官网，点击"关于我们"，然后决定选择二者中的哪一个，但这似乎不太可能。即使高管简介以某种方式影响了投资者和求职者的潜意识决策，也完全不清楚应该出现哪种类型的照片。经理们已经在努力传达一系列不可能的领导力品质，从轻松的自信到不加掩饰的脆弱。现在他们也要看起来像娃娃脸了？难怪人们最后开始扮鬼脸。
So what does lie behind this strangely pervasive custom? A headshot is something for a new executive to show their mother, and for a weary one to show recruiters. It is useful for employees who have no idea what their ultimate boss looks like.
那么，这种奇怪的普遍习俗背后隐藏着什么呢？头像是新任高管给他们的母亲看的东西，也是疲惫的高管给招聘人员看的东西。对于不知道大老板是什么样子的员工来说，这是很有用的。
Leadership galleries increasingly serve as a crude but quick measure of diversity. Perhaps the most plausible explanation is that it is just something that everyone else does. It is odd to have a leadership team that does not show their faces. Odd but not impossible. Alphabet lists its board members' names and eschews photos altogether. You just have to imagine them, shaking their heads in amazement at a graph.
领导层照片集越来越多地被用作衡量多样性的粗略但快速的指标。也许最合理的解释是，这只是因为其他所有人都在这样做。有一个不露面的领导团队是很奇怪的。很奇怪，但也不是不可能。Alphabet列出了董事会成员的名字，但完全不用照片。你只能想象他们的模样：对着一张图表惊讶地摇头称叹。
词汇预习
increasingly [高考]
美[ɪnˈkriːsɪŋli] | 英[ɪnˈkriːsɪŋli]
adv. 逐渐地；越来越多地
impact [高考]
美[ˈɪmpækt , ɪmˈpækt] | 英[ˈɪmpækt , ɪmˈpækt]
n. 影响；冲击力；撞击 vt. 挤入；压紧；撞击；对 ... 发生影响 vi. 冲击；撞击；产生影响
giant [高考]
美[ˈdʒaɪənt] | 英[ˈdʒaɪənt]
n. 巨人；巨物；大公司 adj. 巨大的
executive [高考]
美[ɪɡˈzekjətɪv] | 英[ɪɡˈzekjətɪv]
adj. 行政的；决策的；经营的；[计算机]执行指令 n. 行政主管；行政部门；决策者
unlikely [高考]
美[ʌnˈlaɪkli] | 英[ʌnˈlaɪkli]
adj. 不太可能的
corporate [高考]
美[ˈkɔːrpərət] | 英[ˈkɔːpərət]
adj. 法人的；公司的；社团的；共同的；全体的
bet [高考]
美[bet] | 英[bet]
v. 打赌；确信无疑 n. 赌注；确信
diversity [高考]
美[daɪˈvɜːrsəti] | 英[daɪˈvɜːsəti]
n. 多样性；差异
amazement [高考]
美[əˈmeɪzmənt] | 英[əˈmeɪzmənt]
n. 惊愕；惊异
odd [高考]
美[ɑːd] | 英[ɒd]
adj. 奇数的；古怪的；零散的；剩余的
whereas [高考]
美[ˌwerˈæz] | 英[ˌweərˈæz]
conj. 然而；鉴于
trustworthy [高考]
美[ˈtrʌstwɜːrði] | 英[ˈtrʌstwɜːði]
adj. 可信赖的
naked [高考]
美[ˈneɪkɪd] | 英[ˈneɪkɪd]
adj. 裸体的；无掩饰的；明白的；无覆盖的
section [高考]
美[ˈsekʃn] | 英[ˈsekʃn]
n. 部分；部门；章节；区域；断面；剖面图；零件；路段；切开 v. 划分；切开
per [高考]
美[pər] | 英[pə(r)]
prep. 每；每一；经过；按照
charge [高考]
美[tʃɑːrdʒ] | 英[tʃɑːdʒ]
n. 责任；电荷；指控；费用；照顾；主管 vi. 要价；充电；向前冲，冲锋；记在账上 vt. 控诉；赊账；给…充电；委以重任；归罪于；装填（炸药等） 【名】（Charge）（英）查奇
accommodation [高考]
美[əˌkɑːməˈdeɪʃn] | 英[əˌkɒməˈdeɪʃn]
n. 膳宿；和解；住处；适应
graph [高考]
美[ɡræf] | 英[ɡræf]
n. 图表；曲线图 vt. 用曲线图表示
explanation [高考]
美[ˌekspləˈneɪʃn] | 英[ˌekspləˈneɪʃn]
n. 解释；说明
commercial [高考]
美[kəˈmɜːrʃl] | 英[kəˈmɜːʃl]
adj. 商业的 n. 商业广告
convey [高考]
美[kənˈveɪ] | 英[kənˈveɪ]
vt. 表达；传达；运输；转移
altogether [高考]
美[ˌɔːltəˈɡeðər] | 英[ˌɔːltəˈɡeðə(r)]
adv. 总共；完全；总的来说
mature [高考]
美[məˈtʃʊr] | 英[məˈtʃʊə(r)]
adj. 成熟的；(保单）到期的；考虑周到的 v. 成熟；长成
serve as [高考]
美[sɚv æz] | 英[sə:v æz]
vt. 担任(充当； 起 ... 的作用)
profile [高考]
美[ˈproʊfaɪl] | 英[ˈprəʊfaɪl]
n. 侧面；轮廓；形象；简介 v. 描绘 ... 轮廓；评论人物
expertise [高考]
美[ˌekspɜːrˈtiːz] | 英[ˌekspɜːˈtiːz]
n. 专门知识；专门技术；专家的意见
ultimate [高考]
美[ˈʌl.tə.mət] | 英[ˈʌltɪmət]
adj. 根本的；极限的；最后的；终极的 n. 终极；极品；根本
weary [高考]
美[ˈwɪri] | 英[ˈwɪəri]
adj. 疲倦的；厌烦的 v. 疲倦；厌烦；生厌
would [高考]
美[wʊd , wəd] | 英[wʊd , wəd]
aux. 将；可能；大概；总会；愿意；will的过去式
crude [四级]
美[kruːd] | 英[kruːd]
adj. 天然的；未加工的；粗鲁的；粗糙的；简陋的 n. 原油；天然的物质
brew [四级]
美[bruː] | 英[bruː]
v. 酿造；泡（茶）；酝酿；策划 n. 酿造物；（酿造物的）质地；混合物
vulnerability [四级]
美[ˌvʌlnərə'bɪləti] | 英[ˌvʌlnərə'bɪlətɪ]
n. 易受攻击；弱点，脆弱；[计]漏洞
strangely [四级]
美[ˈstrendʒlɪ] | 英[ˈstreɪndʒli]
adv. 奇妙地；奇怪地；不可思议地
awkwardness [四级]
美[ˈɔkwɚdnɪs] | 英['ɔ:kwədnəs]
n. 笨拙
up to [四级]
美[ʌp tu] | 英[ʌp tu]
胜任；直到；多达；该由 ... 决定
plausible [六级]
美[ˈplɔːzəbl] | 英[ˈplɔːzəbl]
adj. 似真实合理的；动听的；看起来有道理的，貌似可信的
tilt [六级]
美[tɪlt] | 英[tɪlt]
vt. (使)倾斜，(略微)倾侧(身体部位)；(使)倾向于 vi. 抨击；争论 n. 倾斜，倾侧，倾斜度；尝试，努力
decided [专四]
美[dɪˈsaɪdɪd] | 英[dɪˈsaɪdɪd]
adj. 确定的；坚决的
saw [专八]
美[sɔː] | 英[sɔː]
n. 锯；谚语，格言 v. 锯，用锯割开；看见，明白（see的过去式）
subconscious [专八]
美[ˌsʌbˈkɑnʃəs] | 英[ˌsʌbˈkɒnʃəs]
adj. 潜意识的；下意识的 n. 潜意识
standing [专八]
美[ˈstændɪŋ] | 英[ˈstændɪŋ]
n. 持续；地位 adj. 永久的；不动的；直立的；不流动的
trying [专八]
美[ˈtraɪɪŋ] | 英[ˈtraɪɪŋ]
adj. 难受的；令人厌烦的
pervasive [考研]
美[pərˈveɪsɪv] | 英[pəˈveɪsɪv]
adj. 普遍的；渗透的；遍布的
trustworthiness [考研]
美['trʌstwɜðɪnəs] | 英['trʌstwɜ:ðɪnəs]
n. 可信赖；确实性
重点讲解
The awkwardness is amplified if the photographer has decided to show more than a person's head and shoulders. Pity the executives who have been forced to stand side on to the camera, tilt their heads slightly like a giant parrot, fold their arms and told to look natural. If you ever saw someone standing like this in real life, you would think "better cross to the other side", not "I bet that person is great at creating shareholder value."
如果摄影师决定把头和肩膀之外的部分也放入镜头，这种尴尬就会被放大。这些高管被迫侧身站在镜头前，像一只巨大的鹦鹉一样微微倾斜头部，双臂交叉，还要表现得很自然，可怜可怜他们吧。如果你在现实生活中看到一个人像这样站着，你会想"最好从另一边走过去"，而不是"我打赌那个人很擅长创造股东价值"。
amplify v. 放大;增强(声音等);阐发;充实(故事、事情、陈述等)
【例】to amplify a guitar/an electric current/a signal
放大吉他声音 / 电流 / 信号
She refused to amplify further.
她拒绝提供详情。
【近义词】amplify/enlarge/expand/increase v. 扩大；增加
1. amplify v. 放大（指放大声音等，尤指音乐声）
【例】Can you amplify the signal?
你能把信号放大吗？
2. enlarge v. 扩大（指放大尺寸、面积、容量等）
【例】An effective way to enlarge your vocabulary is to read newspapers.
扩大词汇量的一个有效办法就是看报纸。
3. expand v. （使）扩大，膨胀（强调向外扩张）
【例】The city's population expanded rapidly in the 1970s.
20世纪70年代，该城市的人口迅速增加。
4. increase v. 增加（指增加数目或数量）
【例】The number of female students has increased.
女学生的人数增加了。
What**** on**** earth is**** going on****?**** There is**** some**** research**** to**** suggest that**** profile photos**** can have**** a useful**** effect**** in**** commercial**** settings****.**** Humans**** are quick to**** form**** judgments about others**** by**** looking at**** their faces:**** baby****-faced people**** are regarded**** as**** more**** trustworthy than**** those who look**** older,**** for example,**** whereas more**** mature**** faces convey**** expertise.****
到底是怎么回事？有一些研究表明，个人资料照片在商业环境中可以产生有用的影响。人类看到面容后能很快对他人做出判断：例如，娃娃脸的人被认为比那些看起来更老的人更值得信任，而更成熟的脸则看起来更专业。
A recent**** paper from**** Stuart**** Barnes**** of**** King****'s College London**** and Samuel**** Kirshner**** of**** the University**** of**** New South Wales looked**** at**** the impact**** of**** facial**** characteristics on**** the prices**** that**** Airbnb**** hosts can charge**** their guests****.**** They**** found that**** hosts with**** attractive**** and trustworthy faces could charge**** up**** to**** 5%**** more**** per night than**** their peers for similar apartments****.**** Unsurprisingly****,**** perceived trustworthiness mattered**** more**** for small,**** shared**** accommodation.****
伦敦国王学院的斯图尔特·巴恩斯和新南威尔士大学的塞缪尔·基什纳最近发表了一篇论文，研究了面部特征对爱彼迎房东向客人收取费用的影响。他们发现，拥有迷人和值得信赖的相貌的房东每晚能比同类公寓的房东多收取5%的费用。不出所料，人们感觉到的信任度对小户型和共享的住宿更重要。
But the decisions made by consumers on online marketplaces do not explain corporate headshots. Maybe some people try to choose between Disney+ and Netflix by going to the About Us section of their websites, but it seems unlikely. And even if executive profiles were somehow feeding into the subconscious decisions of investors and job applicants, it is not at all clear what type of photograph should follow. Managers will already be trying to convey an impossible brew of leadership qualities, from breezy confidence to naked vulnerability. Now they have to look baby-faced too? No wonder people end up gurning.
但消费者在网上市场做出的决定并不能解释企业的头像拍摄。也许有些人会访问迪士尼+和网飞的官网，点击"关于我们"，然后决定选择二者中的哪一个，但这似乎不太可能。即使高管简介以某种方式影响了投资者和求职者的潜意识决策，也完全不清楚应该出现哪种类型的照片。经理们已经在努力传达一系列不可能的领导力品质，从轻松的自信到不加掩饰的脆弱。现在他们也要看起来像娃娃脸了？难怪人们最后开始扮鬼脸。
brew n. & v.
1. 作名词：（尤指某地酿造的）啤酒
【例】I thought I'd try the local brew.
我想我还是尝尝本地的啤酒。
2. 作名词：（茶）一次的冲泡量
【例】I'll make a fresh brew.
我来重新沏壶茶。
3. 作名词：（不同思想、事件等的）交融，混合
【例】Most cities generate a complex brew of pollutants.
多数城市都会产生各种物质混杂的污染物。
4. 作动词：酿制（啤酒），沏（茶）；煮（咖啡）
【例】The beer is brewed in the Czech Republic.
这种啤酒是在捷克共和国酿造的
So what does lie behind this strangely pervasive custom? A headshot is something for a new executive to show their mother, and for a weary one to show recruiters. It is useful for employees who have no idea what their ultimate boss looks like.
那么，这种奇怪的普遍习俗背后隐藏着什么呢？头像是新任高管给他们的母亲看的东西，也是疲惫的高管给招聘人员看的东西。对于不知道大老板是什么样子的员工来说，这是很有用的。
weary adj. 疲倦的;(尤指长时间努力工作后)疲惫的; 使人厌烦的
【例】She suddenly felt old and weary.
她突然感到了衰老和疲倦。
a weary sigh 疲倦的叹息
Students soon grow weary of listening to a parade of historical facts.
学生们很快便对听连串史实厌烦起来。
【近义词】tired/exhausted/fatigued/weary/worn out
1. tired adj. 疲倦的（泛指因工作紧张、劳累过度、休息不足等而感到疲惫的、困倦的）
【例】She was so tired that she fell asleep quickly.
她非常疲劳，很快就睡着了。
2. exhausted adj. 筋疲力尽的（指体力、精力等耗尽的）
【例】He looks absolutely exhausted.
他看上去一幅疲惫不堪的样子。
3. fatigued adj. 精疲力竭的（指极度劳累的，与 exhausted 同义，但通常用于正式文体）
【例】The builders were too fatigued to push on.
建筑工人们十分劳累，再也干不下去了。
4. weary adj. 疲倦的，厌倦的（尤指因长期做某事或从事某项活动而非常疲劳的，含有感到厌烦之意）
【例】He stood up with a weary sigh.
他疲倦地叹口气站了起来。
5. worn out 疲惫不堪的（指因辛勤工作而精疲力竭的，通常作表语）
【例】She was really worn out after two sleepless nights.
经过两个不眠之夜，她真的累坏了。
Leadership galleries increasingly serve as a crude but quick measure of diversity. Perhaps the most plausible explanation is that it is just something that everyone else does. It is odd to have a leadership team that does not show their faces. Odd but not impossible. Alphabet lists its board members' names and eschews photos altogether. You just have to imagine them, shaking their heads in amazement at a graph.
领导层照片集越来越多地被用作衡量多样性的粗略但快速的指标。也许最合理的解释是，这只是因为其他所有人都在这样做。有一个不露面的领导团队是很奇怪的。很奇怪，但也不是不可能。Alphabet列出了董事会成员的名字，但完全不用照片。你只能想象他们的模样：对着一张图表惊讶地摇头称叹。
crude adj.粗略的; 简略的; 粗鲁的
【例】He showed us a crude sketch of the building.
他给我们看了那栋建筑物的粗略的草图。
I condemn such crude manners.
我痛恨这种粗鲁的态度。
课后练习
The research on Airbnb hosts showed that ____.
A. business owners’ faces could affect their profits
B. customers would pay more to familiar-looking hosts
C. people unconsciously judged a person by his look
D. trustworthiness mattered more than expertise for hosts
Disney+ and Netflix was mentioned to show that ____.
A. corporate headshots could attract potential customers
B. corporate website could convey more detailed information
C. profile photos were ineffective for online transactions
D. headshots might lead customers to make wrong decisions
A headshot can be used to ____.
A. display the executive’s leadership qualities
B. foster trust between employees and their boss
C. show someone what an executive looks like
D. improve the diversity in a company’s workforce
The author believed that corporate headshots ____.
A. are necessary for the leadership team
B. exist for no obvious or valid reason
C. can serve many useful purposes
D. can not be substituted by names