27. 노숙하다.

We couldn't get any hotel rooms so we had to rough it in my car.

Scouts like to rough it in the woods on the weekend hikes.

Smartwatches become the Trend

Watches are small devices designed to tell the time. People put them around their wrists. Before mobile phones became popular, watches were important. Many people relied on their watches to know the time, without looking for big clocks in public places or asking other people for the time.

Aside from the basic function of telling the time, watches have also served as accessories and fashion items for both men and women. Luxury watches have been one of the items that many people want to have, making them nice gifts for very special occasions like weddings. A luxury watch shining on the wrist used to be a symbol of one’s social status, especially for men. For this reason, watches worn by celebrities often get media attention, and superstars often advertise high-end watches.

Switzerland is a country well known for producing the finest watches in the world. Several Swiss watch brands are perceived as luxury watches, making the watch industry a major industry for Switzerland. 

The growing popularity of smartwatches, however, now has a significant impact on the watch industry especially in Switzerland. Statistics show that in the last quarter of 2015, the number of smartwatches sold exceeded the sales of Swiss watches for the first time. 

Led by Apple’s Apple Watch, smartwatches are rapidly becoming popular not only in North America, but also in other parts of the world including Europe and Asia. With improvement in design, smartwatches no longer look like cheap toys for kids, and with advanced technology, they have useful functions that smartphones or portable computers have. These contribute to the growing popularity of smartwatches. Consumers from different countries show their interest in wearing a smartwatch in the near future.

Swiss watch brands see the boom of this wearable gadget as a serious threat to the industry. They are actively preparing measures, such as promotional campaigns targeting the younger generation to counter the declining demand for Swiss watches. Some brands seem to be interested in creating their own smartwatches but the prospects are not quite positive.

Smartwatches may become as popular as smartphones. Someday, people who wear them may be easier to spot than people who wearconventional watches. This new trend in the digital age is now forcing Swiss watch manufacturers to seek new strategies and make new changes to adapt and survive.

26. 잘 정돈된, 깔끔한

Let's get this house shipshape.

At the end of the summer we left the cottage shipshape for the next occupants.

A Look at Product Placement Advertisements

In our modern society, people are bombarded with hundreds of advertisements. Although obvious electronic display advertisements can easily be avoided, other means of advertising that subconsciously affect people are not so easy to detect. Product Placement Advertisement (PPL) refers to advertisements that appear subtly in television programs, movies, or other forms of media. 

Korea has relatively lenient regulations regarding PPL. As a result, the PPL market is one of the fastest growing industries in Korea. Since the government passed the law that allows indirect advertisements to be shown on TV programs in 2010, almost all Korean TV programs use an excessive amount of artificial PPL that often greatly disturbs the audience. 

Of course, using PPL advertisements in moderation can benefit both the advertising companies as well as TV programs. TV programs (especially high quality movies or dramas) require large funding from external sources. Without sponsorship, the quality of the programs also drops naturally. With PPL advertisements, TV programs can earn money through sponsorship and companies can expect an increase in their sales and improve their brand image. However, the problem arises when it becomes tooexcessive. 

One of the biggest problems that arise is that these artificially fitted advertisements often times ignore the TV program’s innate characters. For example, there have been many criticisms regarding abrupt PPL advertisements that affect the overall flow of the TV programs. In fact, many big companies can manipulate the storyline of movies or TV dramas so that they can advertise their products within these programs. If TV shows center around the PPL advertisements and change their storylines accordingly, this will defeat the original purpose of TV programs. Instead, these programs will just turn into another form of advertisement. 

Another problem related to PPL advertisements is that it subconsciously encroaches into people’s minds. Many viewers, whose original purpose was to enjoy the TV shows, are affected by advertisements without even realizing it. This could be infringing people’s rights, since these advertisements are forced into the audience without forewarnings. This could be against ethics, as it violates the people’s right to watch TV shows without getting brainwashed by hidden advertisements. 

PPL advertisements are unavoidable parts of our lives. However, there should be certain regulations that could better control the excessive use of PPL. In order to achieve this, the broadcasting stations, advertisement firms, and the government should work together to find a rational way of controlling PPL.

25. 시시한 물건

A : Is any of this stuff valuable?

B : No, they're all just trinkets.

Are TV and movie celebrities automatically role models? Why did you say so?

Interviewee’s Answer: 
People turn to the Internet or television to get valuable news on current events from around the world and seek entertainment amidst a life of monotony and routine. 

When too much hype revolves around celebrities like actors and actresses, bands and singers, trends are easily absorbed by thesusceptible audience, especially children and adolescents. When Miley Cyrus adopts a new hairstyle or manner of dressing, it is automatically mirrored by some of her fans almost overnight. When celebrities argue on Twitter, fans take sides and bash each other online. 

Since the advent of the Internet, it became harder and harder to keep the private lives of the celebrities from the public. The pressure to become role models has become a question of choice, rather than social obligation. During a time like this when identity is given so much importance, it becomes increasingly difficult for the celebrity to assume one when the media is so keen on reporting his or her every move. 

Celebrities argue that they have the right to assume an identity of their choosing. Certain things, some celebrities say, is beyond their control. They cannot be completely at fault for influencing the behavior of the public. As much as non-show business personalities, celebrities have free will as much as we do. I would argue that some of the responsibility rests on the audience, too. As people who have free will, the audience bears the duty to be critical thinkers. A critical thinker must be able to separate Lindsay Lohan, the artist from Lindsay Lohan, the drug addict. However, the audience is not only limited to discriminating adults. This is where acompromise needs to be made between the celebrities and the audience. 

Celebrities do not choose their fans. Fans choose them, and children and adolescents are among those fans. During their crucial stages of human development, they need an environment that help mold their identity. An immediate environment that is supportive is not enough for them. I believe that the media and everystakeholder, including celebrities, needs to play an active role in ensuring that children are exposed to good influences. 

Therefore, celebrities have to act and behave without forgetting that they are role models with a position to influence people’s decisions and behaviors. The public, on the other hand, must be vigilant and responsible enough to determine how much of what they see on TV should affect their lives.

24. (물건에) 바람을 쏘이다.

A : This blanket smells terrible. We'd better air it out.

B : It needs washing instead of airing.

Limitations of Artificial Intelligence in Replacing Humans in Jobs

The development of technology has allowed machines and devices to possess artificial intelligence which would allow them to have cognitive functions that are similar to those of the human brain.Such developments bring the likelihood of machines and devices replacing humans in performing specific tasks and working in different trades. 

It is said that machines and robots can easily substitute humans in performing tasks that are highly repetitive and those that require simple or basic calculations. Some even believe that machines and robots can surpass human abilities in terms of speed, accuracy and efficiency. This is especially true since robots are able to process and store information in bulks which is a distinct limitation of human intellect. 

However, the possibility of having machines with artificial intelligence replace humans has certain shortcomings. For example, IBM’s supercomputer, Watson, already substantiated that machines can take over the jobs of human doctors but it did not exhibit high levels of professionalism. Watson may have been able to make accurate diagnoses and treatment plans for patients yet it cannot perform well in all processes involved in all clinical processes, specifically in disease prevention. 

A more general drawback is that machines equipped with artificial intelligence do not have metacognition, the ability of humans to acknowledge one’s scope of knowledge. Metacognition is a person’s ability to distinguish things that are already known and those that still need to be learned. A person has the innate desire to learn more about things that are not yet fully understood. Machines do not possess this trait as they only rely on the availability of information stored in their databases. Machines rely on humans to input information. They are not capable of thinking and learning independently. 

Moreover, metacognition is a skill that human beings develop overtime. Experiences and added learning make a person more capable of practicing cognition and have better decision-making skills. Metacognition may be likened to a car driver who is capable of applying certain principles to make a car work and to make sure that the car works properly. Machines do not have that special ability of being able to decipher which principle will work best in a certain situation. This would be a big hindrance in performing humanly jobs, especially in the field of medicine. 

Machines or supercomputers that possess artificial intelligence can overpower human abilities that can eventually lead to the replacement of humans in performing jobs. However, there are still limitations that will not allow robots and devices to totally take over all humanly functions. They may be expected to bring new hope to the human race but it is still too early to conclude that they will render humans jobless.

23. 기상해!

Get up! Rise and shine! It's late.

It's time for him to rise and shine on his own.

Up and at them! The sun is shining.

Come on, Dick. Up and at 'em!

Air Force One to be Upgraded

Air Force One is perhaps the most well-known aircraft in the world. Not only aviation enthusiasts but also ordinary people may have heard about the plane at least once through the media. 

Air Force One, in fact, is not the name of a specific plane. It is a call sign for air traffic control that refers to the aircraft of the U.S. Air Force with the U.S. president on board. Technically, any plane can become Air Force One as long as it carries the incumbent President of the United States for a flight mission. 

The current Air Force One is a special version of the 747-200B aircraft, widely known as the jumbo jet. Order for the aircraft was made during the Reagan administration and it officially started flying the commander in-chief in 1990. The former President George H.W. Bush had the privilege of using this aircraft for the first time. Since then, it has served several U.S. presidents for about 30 years until now. 

This iconic plane will retire in the near future with plans to replace Air Force One with a new plane. According to Pentagon, the new aerial transport for the president will be based on the 747-8. This aircraft is the newest version of the iconic 747 series widely used for intercontinental flights made by Boeing. Far more advanced than the 747-200B, the 747-8 is bigger and more efficient. The passenger version of the 747-8 is already used by some major airlines including Korea’s national flag carrier. 

The next-generation Air Force One will be made applying the latest technology to protect the president and the staff from external threats while in flight. The aircraft can evade heat-seeking missiles. It is also protected against the electromagnetic pulse that can cause electronic devices to malfunction. 

Also capable of refueling using in-flight refueling tankers, the airborne White House can stay up in the air for many days anywhere in the planet. 

The cost of a new 747-8 aircraft is about $368 million, but with all the features applying advanced technology, the budget needed for the project gets more and more costly. 

President Obama is also known for his affection for the Air Force One. He once mentioned that the biggest privilege of being the president is being eligible to use the Air Force One. Unfortunately, President Obama won’t be able to fly with the new Air Force One since it is scheduled to be ready for operation by 2023. The new president, if he or she gets reelected, may become the first to fly the new Air Force One during his or her second term.