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If you're a Cubs fan like myself than you (hopefully) accepted the fact that all the Tommy John surgeries in the world (not a reference to how many he could have, but actually did have) would not bring Kerry Wood's arm back to what we all hoped it would be. I don't even say "what it was" because it wasn't healthy long enough for us to see what it was. We collectively had this belief until about 2005 that just one more trip into the operating room would bring back the pitcher we saw in 1998 striking out 20 Astros. But now we've largely given that up. It's just easier and, frankly, more realistic.But the corporate advertising world still seems to be stuck in the "It'll all work out" phase familiar to Cubs fans, survivors huddled in the basement after nuclear wars and people who think J.J. Abrams has a plan for "Lost." Advertisers still see a situation wherein a company or retailer faces the challenge of gaining market share or stemming sales declines and think that celebrities are the answer. Macy's picked Donald Trump and Martha Stewart, meaning they can cash in both their "place" and "show" tickets "The Apprentice" window. Ben McConnell dissects this effort nicely. HP has tapped rocker Gwen Stefani for a new campaign, since she had that big hit "Color Cartridge #22" and so is known as a printing industry guru. And don't get me started on The Gap, which launches celebrity-driven campaigns with the same regularity Sisyphus pushes the boulder of the hill, and with about the same effect. Wouldn't it be better for companies to spend a fraction of what they are on lining up celebrities - celebrities that will endorse their competitors at the drop of a larger check - on seeing how they can build up their existing customers and empower them to spread their own word-of-mouth? They could create online communities where people talk about the brand, share their own stories and meet other like-minded people. And all this could probably done for a fraction of what Trump asked to utter a couple lines and pose for a handful of pictures. People want to connect with each other - it's a natural human instinct. The myth of the celebrity has been almost shattered by tabloids - both print and online - and that has taken much of their endorsement credibility with it.

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我从Arnold Lobel的小故事"Cookies"找到灵感,写下这段对话.感觉挺有意义的. Will power意志力 Mike(M) Danny(C), Tommy(T)---classmates Scene----in the college dorm Danny is playing a computer game on his laptop. Tommy is sleeping. Mike came back from a morning jogging. M: hi, Dan, what are u doing? D: I am playing war craft. M: Where is Tommy? D: Shiiiii! M:What? What's the matter? D: Don't u see? He is still sleeping. M: My goodness! I can't believe this! It’s almost nine. He got to get up now. Don't u remember we are required to make up a three people dialogue for tomorrow's oral class? D: Yes, I do. You wake up Tommy and I will play one more round of war craft. M: You'd better stop playing right now. We don't have much time to prepare this dialogue. Tommy! Tommy! Wake up! Time to wake up! T:five more minutes, please. Mike: No way, Jose. Time really flies.We still have a lot to do. Hurry up. T: (Tommy sits up in his bed) Can I lie down two more minutes, please, just two more minutes? when Danny finishes his game, I will be fine.(Yawns) I don't know why I am so so sleepy. (Tommy lies down again.) M: Guys!!! I am really angry now. Time waits for nobody. If you two don't stop what you are doing now, I will find somebody else to be my partners. D and T: all right. All right. We listen to u. M: That's more like it. We need will power. D and T: what is will power? M: Will power is trying hard not to do something that you really want to do. D: You mean like trying not to play war craft? Mike: right. T: you mean like trying not to stay up late? M: right. Danny turns off his computer. Tommy gets up and goes to the bathroom. Two minutes later the three maskeetters are working on their assignment. Danny: Mike, can I take a little break? Let me play one round and we will continue our work? Tommy: Mike, Can I lie down a minute? My back hurts. Mike: No! No! No! Let's finish our work first before we do anything. We need will power!!! Danny and Tommy: that's true. We need will power! We listen to you.