Strolling down a stone path surrounded by Japanese dogwood trees, visitors to the Smithsonian Institution's Hirshhorn Museum and Sculpture Garden might notice hundreds of paper tags (1) gently swaying from the Japanese dogwood trees' branches.  These pieces of (2) paper —a favorite installation with Hirshhorn patrons-decorate the trees every year from July 1 through Labor Day. Entitled Wish Tree for Washington, DC, this exhibit was the brainchild of Yoko Ono, an artist and musician who has spent decades creating interactive art — art designed to encourage and incorporate the participation of its viewers- as a platform for peace.

For her Wish Trees series, (3) which is perhaps her best-known interactive project; Ono was inspired by the temple courtyards she visited as a child in Japan, where people could write wishes on small paper tags and then tie them to trees. Ono once compared the stunning visual result to "white flowers blossoming from afar (4) Often using everyday items to create her art, she created Wish Trees, an ongoing project that showcases trees and invites visitors to write and attach their own wishes to the branches. By encouraging people to reflect on their aspirations and to (5) attribute to a large, collective project, Ono believes Wish Trees will promote global harmony.

[1] Ono's trees have been shown in museums around the world, with each exhibit featuring tree species­ typically indigenous ones—selected to complement the venue. [2] The exhibits have proved very (6) popular, in fact more than a million wishes have been written over the past ten years. [3] Visitors have filled tags with diverse hopes, ranging from goals for (7) its families to desires for "equality, respect and fair opportunity for all." [4] In addition to museum installations, Ono has provided instructions for schools, (8) workplaces, and communities that are interested in creating their own wish trees, further expanding the interactivity of the project. (9)

Once an exhibit ends or a tree becomes full, the wish tags are collected and then deposited in capsules at the base of the Imagine Peace Tower on Vioey Island, near Reykjavik, Iceland. (10) The tower was also designed by Ono. Ono's tower is a beam of light that shines each winter from a base carved of stone into the aurora-graced Icelandic night. Radiating symbolically from a well of wishes, the tower is a reminder of (11) Ono’s international reputation: "A dream you dream alone is only a dream. A dream you dream together is reality."

The Hubble Space Telescope (HST) was launched in 1990 to provide researchers with views of the universe undiminished by interference from Earth's atmosphere. After a misshapen mirror was fixed, the HST began returning clear, breathtaking images that greatly advanced scientific understanding of the known universe. However, the director of the Space Telescope Science Institute, Bob Williams, suspected that the HST (12) needed a boots in public opinion: he thought it might be used to study the farthest reaches of space and answer fundamental questions about the history of the universe. 

At the time, no one knew exactly how far the HST could see into space. Williams wanted to test the (13) telescopes' capabilities' by directing it at a part of the sky with no known objects and recording images over an extended period. Successfully detecting far-off galaxies, those billions of light-years away, would allow scientists to see these objects as they were billions of years ago. (14) However, with ongoing observation scientists could also determine how galaxies changed as time passed.

Some of Williams's colleagues thought that it was unwise to spend so many hours trying to look in to seemingly empty space. They argued that Williams should use his observation time for other projects. These scientists were concerned that the study (15) will show only the telescope's limitations —that is, what it could not do. (16) "I had 10 percent of the telescope time," Williams said later as he recalled the experience. He vowed that he would resign from his position if the effort proved (17) as an embarrassment.

Williams assembled a small team of researchers and conducted his study for 10 days in December 1995. Under his supervision, the HST focused on a small patch of sky for a (18) total of 100 hours and captured hundreds of images. The researchers then processed and combined the images into a composite (19) picture. They called the composite picture the Hubble Deep Field (HDF) as it turned out, the HDF significantly reshaped scientific understanding of the universe. It showed an area filled with galaxies —more than 3,000—and it prompted scientists to change their estimate of the number of galaxies in the universe from l0 billion to 50 billion. Some of the galaxies were as much as 12 billion years old. (20) There colors, shapes, and other attributes provided scientists with insights into what galaxies were like at a much earlier stage in the history of the universe.

The HDF was a major breakthrough in astronomy, illuminating the early history of the universe and helping astronomers construct a more complete picture of how (21) do galaxies evolve over time? Williams's gamble had paid off, and (22) the whole community of scientists who study space, even those who were initially skeptical, shared in the reward.

One proven way for marketers to appeal to a target audience is through identity marketing: advertisements that demonstrate the fit between a product and the audience's sense of (23) identity, traditional wisdom holds that the more directly an advertisement connects a product to a particular identity, the more effective that advertisement will be with consumers who share that identity. However, recent evidence suggests that direct identity marketing may no longer be as effective as it once was.

A team of researchers led by marketing Professor Amit Bhattacharjee conducted a study of different types of identity-marketing messages. The study included both "green" (24) consumers, people whose purchases arc especially influenced bv the perceived environmental friendliness of a product, and neutral consumers. The researchers divided the participants into three (25) groups. The researchers also showed each of the three groups a different advertising message for a cleaning product, Charlie's Soap. One message proclaimed that the product was necessary for those who think of (26) ourselves as green ("Charlie's: The only good choice for green consumers!"), while another message indicated that the product was an attractive option for that group ("Charlie's: A good choice for green consumers"). A control message was also used ("Charlie's: A good choice for consumers"). The researchers then (27) asked, the participants to rate, on a scale of 1 to 7 their likelihood of purchasing the product, with 1 indicating that they were "not at all likely" and 7 that they were "very likely" to do so. At the same time, (28) a group of marketing executives was simultaneously asked which message would be most effective with the target group.

The results of the study (29) suggest that the marketing executives (30) have discovered an effective new strategy. The message (31) least effective with neutral -identity consumers, with an average likelihood rating of 4.36, was the one that appealed to their identity without insisting that the product was necessary for them: "Charlie's: A good choice for green consumers." (32) As a result, the lowest average rating in the study, 2.74, was assigned by green-identity consumers to the message that the marketing executives had rated the highest: "Charlie's: The only good choice for green consumers!"

In conclusion, while consumers do seem to favor products that claim to fit with their identity, messages that boast of a product's superior link to a group identity seem to turn off the very group to which they were designed to appeal. To continue being successful, marketers will need to take these findings in to consideration and (33) aim for more direct appeals to consumer tastes.  

Until the 1960s, buildings of more than thirty stories were (34) mainly found in North America. The thick interior columns and walls necessary to fortify these buildings against forces such as powerful winds and earthquakes reduced the amount of rentable floor space. Moreover, taller (35) buildings requiring additional concrete and steel to resist increased lateral (side-to-side) forces, and the high cost of these materials often deterred development. To address these challenges, Bangladeshi American engineer and (36) architect, Fazlur Rahman Khan developed novel forms of structural tubing, (37) which were later used in the Willis Tower in Chicago.

Metropolitan population growth in the 1950s encouraged the construction of tall structures to house people and support growing businesses.  Khan realized that if a building's exterior walls could be made to bear more weight and withstand lateral forces more effectively than they traditionally had, the result would be a taller, safer, and more cost-effective building. Khan applied this idea to his 1961 design for Chicago's Brunswick Building, which contains a shear-wall core and an exterior frame of closely spaced columns. With support at both the center and perimeter, (38) this "tube-within-a-tube" layout could resist strong winds and reduce the need for space­ consuming columns to be placed throughout the floor plan.

Realizing the advantages of the tube structure, Khan developed the "bundled tube" system. Chicago's Willis Tower, designed by Khan, (39) was originally intended to be only seventy stories tall. Instead of being a single rectangular tower, the building is composed of nine square tubes of varying (40) heights and resulting in a multi-leveled structure with the two tallest tubes surrounded by progressively shorter ones. The tubes are structurally sound on their (41) own. However, those tubes get added stability from the bundled structure that connects the tubes in the lower fifty stories. This design allows the building to retain its lateral strength and to use steel more economically; in fact, the Willis Tower contains about as much steel as do shorter structures built at that time. Opening in 1973 at 110 stories, it was the world's tallest building for more than two decades.

[1] Once buildings had demonstrated the effectiveness of tubular designs, engineers and architects were free to imagine even loftier projects. [2] The result was (42) an inflation of extremely tall buildings. [3] Structures such as the 163-floor skyscraper Burj Khalifa, completed in 2010 by the engineering firm with which Khan worked, (43) continues to pay homage to the person who heralded the modern age of the skyscraper. [4] The fact that this record did not endure is a testament to the success of Khan's design. (44)