Six SMART AND PRETTY
Note:6@@@@@@@@@@@@@FALSI TRADE OFF
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The aesthetic imperative is here to stay.
Note:TESI
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Every start-up, product, or public space calls for an aesthetic touch.
Note:DATO DI FATTO
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demands new forms of attention and offers new sources of pleasure
Note:COMPETIZIONE X L ATTENZIONE
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Aesthetic proliferation
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more choices, opportunities,
Note:NE SEGUE
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We expect look and feel to express,
Note:ESPRESSIONE OVUNQUE
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establish, the identity
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Function alone does not suffice.
Note:OGGI
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Hubbard Street Grill closed
Note:UN CASO DI FALLIMENTO
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David Schy blamed competition
Note:IL COLPEVOLE...GRANDI CATENE
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“he didn’t spiff up the loft warehouse space that housed
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He didn’t even buy new tables
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Schy gave Hubbard Street Grill no aesthetic identity.
Note:DI FATTO
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expanding the menu but did nothing to improve the restaurant’s atmosphere.
Note:DI FATTO...
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real business of dining was the food.
Note:IERI...OGGI NN PIÙ
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$3 million [decorating budget] with lousy food
Note:IL GIUDIZIO SPREZZANTE SULLA CONCORRENZA
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the quality of restaurant food has improved greatly, making look and feel the deciding factors
Note:IN REALTÀ...
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between lousy food and good food but between good food in an appealing environment and better food in an unappealing one.
Note:LA SCELTA FALSA E LA VERA SCELTA
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“The décor stinks, it’s too loud, you can’t hear. But the food is good.”
Note:NESSUNO GIUDICA COSÌ
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education writer Joanne Jacobs complains that schools teach children PowerPoint rather than critical writing
Note:ALTRO FALSO TRADE OFF
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“Dumb, But Pretty.”
Note:L DEA DI JACOBS
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Solving the problem wasn’t enough.
Note:OGGI
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a good-looking cover matters only on the margin.
Note:PROBLEMI AL MARGINE
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not “dumb but pretty” but “smart and pretty.”
Note:ET ET
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no inherently worse than rewarding history students for well-wrought prose,
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NON È UNA NOVITÀ
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what schools are really giving up to spend more time on aesthetics.
Note:LA DOMANDA
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putting together “creative” projects like skits and posters.
Note:GLI STUDENTI PRIMA DI PIWERPOINT...STESSI ISTINTI
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plenty of marginally productive hours—some of them devoted to repetitive or insignificant academic instruction—that could be more valuably used to develop aesthetic skills.
Note:LO SPAZIO X IL BELLO PUÒ ESSERE EFFICIENTE
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The “smart and pretty” standard reflects what’s happening in the nonacademic world,
Note:DIFFERENZA AL MARGINE
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they have to choose between brains and beauty,
Note:SCELTA FACILE
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avoid such false dichotomies.
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trade-offs we make aren’t all-or-nothing choices. They’re decisions on the margin:
Note:MARGINE
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Piro’s humanities class offers a better model for using aesthetics
Note:ESPERIMENTO
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movies combine aesthetics with communication,
Note:FILMARE ANZICHÈ SCRIVERE
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serious thought about how most effectively to convey ideas
Note:LA SOSTANZA DELLA SUPERFICIE
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understanding of utopian literature and the rhetorical skill
Note:SOSTANZA E COMUNICATIVA
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Jacobs is voicing the frustrations of the intellectually adept student confronted with academic demands she can’t easily meet.
Note:LA FRUSTRAZIONE DELL INTELLO TRADIZ
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What does graphic design have to do with math?
Note:SI CHIEDONO
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My project was stupid because my aesthetic skills weren’t good enough to support substantive thoughts.
Note:RICORDO XSONALE
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teacher viewed artwork as intuitive and innate, the opposite of intellect or skill.
Note:VISIONE NAIVE
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aesthetics enhances communication.
Note:UL FATTO TRASCURATO
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good schools will cultivate aesthetic skills,
Note:INCITAMENTO
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How well students deploy these skills for rhetorical effect is still a test of intellectual mastery,
Note:MIX INESTRICABILE
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Verbal aptitude faces competition from new media,
Note:COMPETIZIONE TRA TALENTI
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An insightful student who writes poorly may be able to produce an effective multimedia presentation,
Note:I SALVATI
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they nonetheless help us to perceive and understand the world.
Note:DOTI ESTETICHE TALENTI REALI
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If a science teacher accepts a diagram that contradicts Galileo, the teacher’s ignorance, not the graphic design, is to blame.
Note:BERSAGLI SBAGLIATI
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recorded his lunar observations in watercolors.
Note:GALILEO STESSO
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drawing and painting were both common scientific tools
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PRIMA DEL ROMANTICISMO
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David Hume
Note:PARLANDO DEL LUSSO DIFENDE L ESTETICA
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Luxury
Note:NON DI SOLO PANE
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great refinement in the gratification of the senses;
Note:SENSO
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These indulgences are only vices when they are pursued at the expense of some virtue,
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Aesthetics is prerational or nonrational, not irrational or antirational.
Note:RAZIONALISMI
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Behind this aesthetic trend, as behind so many others, are falling prices.
Note:COSA C È DIETRO
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Consider women’s shoes.
Note:UN ESEMPIO
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Embroidered and beaded shoes
Note:UN TEMPO COSTOSISSIME X IL LAVORO ARTIGIANALE
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in the late 1990s, automation drove down the cost of these adornments
Note:MA...AUTOMAZIONE E CINA
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Did fancy shoemakers suddenly garner enormous profits?
Note:CHI CI GUADAGNA?…IL CONSUMATORE
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“profit margins are no greater on these shoes than on unadorned Mary Janes.”
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increasing total sales.
Note:CIÓ A CUI SI PUNTA
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shoe industry productivity hasn’t increased much, if at all. But the standard of living
Note:PRODUTTIVITÀ E STANDARD...LA MISURA DELLA PRODUTTIVITÁ È OBSOLETA
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consumers can get more aesthetic value for the same price.
Note:DECISIVO
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more pleasing without becoming more profitable.
Note:IL MONDO
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Much of the value created through aesthetics doesn’t make it into the economic data
Note:NO PIL
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Intangible goods like aesthetics are inherently difficult to measure
Note:MISURA
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value isn’t reflected in higher prices.
Note:IL BELLO
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improvements like computer memory or car features,
Note:TENTATIVI VANI DI AGGIUSTARE
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Adjusted for inflation, the price of a movie ticket in 2001 was lower than in 1990 and much lower than its peak in 1971, yet sound systems and special effects are substantially improved.
Note:ESEMPIO CINEMA
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The benefits of rising technical standards go to ticket buyers,
Note:TRADOTTO
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quality goes up while price stays the same,
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FENOMENO
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quality improvements without price increases usually don’t affect economic statistics,
Note:CPI BIAS
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if aesthetic quality is accelerating,
Note:DISTORSIONE NEI DATI....
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intangible advantages such as variety,
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quality increases everywhere
Note:OGGI
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“productivity paradox”
Note:NOME
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overestimating inflation and understating growth.
Note:L ERRORE
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fighting inflation that doesn’t exist
Note:ERRORE INDOTRO NELKE POLITICHE
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spending programs, by contrast, tend to treat the data as perfect, automatically ratcheting up
Note:ERRORE CONSEG AL CPI BIAS
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data’s psychological effect. Incomes look stagnant even while living standards are rising.
Note:ANCORA PIÙ GRAVE
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accustomed to higher aesthetic standards,
Note:DIMENTICHIAMO TUTTO
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we believe pessimists who say progress has effectively ended.
Note:PESSIMISMO
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The more we invest in aesthetics,
Note:IL PAESE NN È APPREZZATO NELLE STATISTICHE
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one reason such common communications tools seem frivolous to old-fashioned managers.
Note:IPOTESI SUL PP
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This is true not just for places and things but for personal appearance.
Note:LA BELKEZZA DEI CORPI
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dermatologist visits, gym workouts, or hair care.
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“The emphasis now on grooming for women in public life is just so intense,”
Note:OGGI CI TENIAMO DI PIÙ
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but they reflect what people value and what we can now achieve.
Note:UN VALORE VERO
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future would have no jobs for anyone but computer programmers
Note:I PESSIMISTI ANNI 90
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Pat Buchanan on Crossfire,
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responded Jeremy Rifkin, author of The End of Work.
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The End of Work.
Note:PESSIMISTI DA SINISTRA
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These pessimists didn’t count on the aesthetic imperative.
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MA
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we increasingly contract out our aesthetic puzzles.
Note:SETTORE IN CRESCITA
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Turning once-amateur activities into professional
Note:NUOVI LAVORI
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Sewing and basic cabinetry were once tasks done inside the family.
Note:ARREDI CASALINGHI...DEMANDATI
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buy our clothes and tables from commercial experts
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from hairdressing to landscaping,
Note:NUOVI LAVORI
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aesthetic economy is in no way limited to “very elite,
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paying people to shop for you, walk your dog, clean your house, cook for you, color your hair, nails, face, toes, wax you, massage you, exercise you, tan you.
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sixteen or seventeen other people to help me
Note:AIUTANTI
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Instead of spending precious weekends planting grass
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looking for a special outfit wishes she could hire someone with impeccable fashion sense
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All those room-makeover TV shows
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interior designers
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don’t work just for rich people.
Note:X TUTTI
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assumptions we’ve inherited from the romantics, who opposed art to technology and feeling to rationality;
Note:TUTTO ROVESCIATO
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ornament as crime and commerce as corruption;
Note:VECCHI VIZI
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Designers have long lived in fear that people will think they’re frivolous,
Note:IL TERRORE
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Good design is a renaissance attitude that combines technology, cognitive science, human need, and beauty
Note:COS È IL DESIGN
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“interior design is more than decorating.” It’s “about making people feel comfortable and perform properly in their space.”
Note:A TUO AGIO
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Design provides pleasure and meaning
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making things beautiful can also make them work better.
Note:MESSAGGIO DELLE NEIROSCOENZE
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usability guru Donald Norman
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“Attractive things work better.
Note:SLOGAN
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color computer displays
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“We’re turning out too many hairdressers and cosmetologists, and not enough skilled factory workers”
Note:UNA NENIA OBSOLETA
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asking which they’d choose: a machine shop job with high pay and job security or hairdressing with lower pay and more risk.
Note:LA DOMANDA DI RI CHARD FLORIDA
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most people chose the hair salon,
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RISP
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flexibility, freedom from supervision, stimulation, creativity, and the immediate satisfaction of their customers’ pleasure.
Note:RAGIONI
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tattooing needle, DJ turntable
Note:ANALOGIE
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those jobs will enjoy increasing prestige.
Note:PREVISIONI
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Their talents can be the essential complements to the skills of others.
Note:I CREATIVI
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How do artists, engineers, and business executives communicate
Note:INTERROGATIVO
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Can we recapture the wisdom of the Renaissance,
Note:NEO RINASCIM
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why can’t it deliver personal beauty at a lower cost in time and money? There should be pills for it!
Note:APOELLO ALLA TECNOLOGIA...LA PILLOLA
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personal appearance,
Note:L ESTETICA PIÙ IMPORTANTE
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We are not just visual, tactile creatures; we are visible, touchable
Note:CHI SOAMO
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Our bodies are us.
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Moss had experimental surgery to change her looks.
Note:UN CASO DI VOLTO DEFORME
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“Just cut away everything that’s not me.”
Note:IL SUO PENSIERO FISSO
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Advancing biomedical technologies give us control over biological conditions
Note:OGGI È POSSIBILE
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Moss’s old face was unusual and ugly, the unwanted product of genetic bad luck,
Note:NN UNA MALATTIA
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We unnecessarily torture the language when we insist that every undesirable biological condition must be called a disease
Note:CI PIACE PENSARE ALLA MALATTIA
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more responsibility we face not only for who we are and how we act but for how we appear.
Note:RESPONSABILITÀ
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But suppose cosmetic surgery, or a substitute technology, really were “hassle-free”
Note:ESPERIMENTO MENTALE
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even people who care only a little about their looks will do it,
Note:LOGICO ATTENDERSI
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Good teeth and clear skin
Note:ES
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those falling costs keep look and feel from crowding out all other values. We may be able to have more of everything,
Note:BASSI COSTI...ZERO SPIAZZAMENTO
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The age of look and feel is a product of those shifting relative costs.
Note:CHE SIA CHIARO
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Just as athletes and intellectuals lead unbalanced lives by the standards of those with other priorities, so some people find enormous meaning and pleasure in personal beauty.
Note:CIÒ NN TOGLIE CHE
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make a disturbing cultural model.
Note:CHI PENSA SOLO ALL APPARENZA
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they seem boring and superficial.
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They’re just a subculture, a specialized niche
Note:NN PREOCCUP
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Everybody will use them, and we’ll all wind up looking the same.
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PREOCCUP SULLA TECNOBELLEZZA
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If changing eye color becomes too easy, people will alter what nature decrees.
Note:TUTTI CON GLI OCCHI AZZURRI
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weird and homogeneous.
Note:IL MONDO
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alter a person’s genetic makeup before birth,
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cosmetic gene therapy will “spread like wildfire”
Note:PREVISIONE
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we will alter our outer selves to match our inner selves.
Note:COINCIDENZA
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it’s foolish to dread a uniformly blue-eyed world.
Note:NON CERTO UN DESTINO
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Plenitude and self-expression are as central to the age of look
Note:DIVERSITÀ E ABBONDANZA
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We want to look good but also to look special,
Note:SPECIALI
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against a single aesthetic standard—whether
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When aesthetic choices are left to individuals, we wind up with variety,
Note:TESI
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Every cultural and economic change produces the same fundamental fear: that in the unknown future, there will be no place for people like me,
Note:LA PAURA DEOL FUTURO
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“The Beautiful and the Sublime,” Bruce Sterling
Note:UN RACCONTO
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rational thought is no longer considered a particularly human activity.
Note:IN UN MONDO DOVE IA È DIFFUSA ECONOMICA E DISPONIBILE
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Art, emotion, and grand gestures are in.
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indefinable elements that separate humanity from the shallow logic
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The aesthetic imperative requires integrating art and science, emotion and cognition,
Note:NN SARÀ N MONDO SUPERFICIALE
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The age of look and feel runs on specialization.
Note:ANCHE LORO
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The innovations that today seem exciting, disturbing, or both will eventually become the backgrounds of our lives.
Note:CE NE ACCORGIAMO SOLO QUANDO MANCANO
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Without a life to be lived, look and feel have no purpose or meaning.
Note:ARTE E VITA
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They don’t matter apart from our subjective experience
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What really endures are artifacts, effigies, things that speak about a time, place or civilization.
Note:MA D ALTRA PARTE
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Objects outlive us,
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We have the pots, jewelry, and wall decorations of our ancient ancestors, and a few of their stories.
Note:UN REPEETO CHE DICE MOLTO
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“Every object in one’s life,”
UNA VITA
