No one knows for sure when advertising first started. It is possible that it grew out of the discovery that some people did certain kinds of work better than others did them. That led to the concept of specialization, which means that people would specialize, or focus on doing one specific job.
Let’s take a man we’ll call Mr. Fielder, for example. He did everything connected with farming. He planted seeds, tended the fields, and harvested and sold his crops. At the same time, he did many other jobs on the farm. However, he didn’t make the bricks for his house, cut his trees into boards, make the plows (犁), or any of other hundreds of things a farm needs. Instead, he got them from people who specialized in doing each of those things.
Suppose there was another man we shall call Mr. Plowright. Using what he knew about farming and working with iron, Mr. Plowright invented a plow that made farming easier. Mr. Plowright did not really like farming himself and wanted to specialize in making really good plows. Perhaps, he thought, other farmers will trade what they grow for one of my plows.
How did Mr. Plowright let people know what he was doing? Why, he advertised, of course. First he opened a shop and then he put up a sign outside the shop to attract customers. That sign may have been no more than a plow carved into a piece of wood and a simple arrow pointing to the shop door. It was probably all the information people needed to find Mr. Plowright and his really good plows.
Many historians believe that the first outdoor signs were used about five thousand years ago. Even before most people could read, they understood such signs. Shopkeepers would carve into stone, clay, or wood symbols for the products they had for sale.
A medium, in advertising talk, is the way you communicate your message. You might say that the first medium used in advertising was signs with symbols. The second medium was audio, or sound, although that term is not used exactly in the way we use it today. Originally, just the human voice and maybe some kind of simple instrument, such as a bell, were used to get people’s attention.
A crier, in the historical sense, is not someone who weeps easily. It is someone, probably a man, with a voice loud enough to be heard over the other noises of a city. In ancient Egypt, shopkeepers might hire such a person to spread the news about their products. Often this earliest form of advertising involved a newly arrived ship loaded with goods. Perhaps the crier described the goods, explained where they came from, and praised their quality. His job was, in other words, not too different from a TV or radio commercial in today’s world.
1.What probably led to the start of advertisement?
A. The discovery of iron. B. The specialization of labor.
C. The appearance of new jobs. D. The development of farming techniques.
2.To advertise his plows, Mr. Plowright __________.
A. praised his plows in public B. placed a sign outside the shop
C. hung an arrow pointing to the shop D. showed his products to the customers
3.The writer makes up the two stories of Mr. Fielder and Mr. Plowright in order to __________.
A. explain the origin of advertising B. predict the future of advertising
C. expose problems in advertising D. provide suggestions for advertising
4.In ancient Egypt, a crier was probably someone who __________.
A. owned a ship B. had the loudest voice
C. ran a shop selling goods to farmers D. functioned like today’s TV or radio commercial
5.The last two paragraphs are mainly about __________.
A. the history of advertising B. the benefits of advertising
C. the early forms of advertising D. the basic design of advertising
We’ve considered several ways of paying to cut in line: hiring line standers, buying tickets from scalpers (票贩子), or purchasing line-cutting privileges directly from, say, an airline or an amusement park. Each of these deals replaces the morals of the queue (waiting your turn) with the morals of the market (paying a price for faster service).
Markets and queues—paying and waiting—are two different ways of allocating things, and each is appropriate to different activities. The morals of the queue, “First come, first served, have an egalitarian (平等主义的) appeal. They tell us to ignore privilege, power, and deep pockets.
The principle seems right on playgrounds and at bus stops. But the morals of the queue do not govern all occasions. If I put my house up for sale, I have no duty to accept the first offer that comes along, simply because it’s the first. Selling my house and waiting for a bus are different activities, properly governed by different standards.
Sometimes standards change, and it is unclear which principle should apply. Think of the recorded message you hear, played over and over, as you wait on hold when calling your bank: “Your call will be answered in the order in which it was received.” This is essential for the morals of the queue. It’s as if the company is trying to ease our impatience with fairness.
But don’t take the recorded message too seriously. Today, some people’s calls are answered faster than others. Call center technology enables companies to “score” incoming calls and to give faster service to those that come from rich places. You might call this telephonic queue jumping.
Of course, markets and queues are not the only ways of allocating things. Some goods we distribute by merit, others by need, still others by chance. However, the tendency of markets to replace queues, and other non-market ways of allocating goods is so common in modern life that we scarcely notice it anymore. It is striking that most of the paid queue-jumping schemes we’ve considered—at airports and amusement parks, in call centers, doctors’ offices, and national parks—are recent developments, scarcely imaginable three decades ago. The disappearance of the queues in these places may seem an unusual concern, but these are not the only places that markets have entered.
1.According to the author, which of the following seems governed by the principle “First come, first served”?
A. Taking buses. B. Buying houses.
C. Flying with an airline. D. Visiting amusement parks.
2.The example of the recorded message in Paragraphs 4 and 5 illustrates ______.
A. the necessity of patience in queuing
B. the advantage of modern technology
C. the uncertainty of allocation principle
D. the fairness of telephonic services
3.The passage is meant to ______.
A. justify paying for faster services
B. discuss the morals of allocating things
C. analyze the reason for standing in line
D. criticize the behavior of queue jumping
高一的同学们,进入高中以来,有没有发现和初中的英语学习生活有所不同呢。新一期的校刊将征集一些关于高中生英语学习习惯培养的文章,请你根据以下要点,写一篇100词左右的英语短文（开头已给出,不计入总词数）。
主要困惑 | 1.难以适应高中英语的学习；2.不知如何提高英语成绩 |
好习惯的重要性 | 1.激发学习英语的兴趣； 2.减轻学习英语的压力 |
个人建议
| 1.课上专心听讲,认真记笔记；课后…… 2.制订计划,并且坚持,然后你会发现…… 3.寻找一位好搭档（partner）,于是…… |
At present, some Senior One students have problems with English study.
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用所给词的适当形式填空或在空白处填入一个恰当的词。
1.He bought two dictionaries, both of ____________ are very useful.
2.We were swimming ____________ we heard someone calling “ Help ! Help !”
3.Hobby can be almost anything ___________ a person likes to do in his spare time.
4.At 7 a.m. she says goodbye to her parents and sets ___________ to her school.
5.This lifestyle may seem very hard to many European schoolchildren, who are accustomed ___________ going out most weekends.
6.People take up hobbies because these activities offer enjoyment, friendships, knowledge, and ___________ (relax).
7.It is feared that people living near the power station may have_________ (expose) to radiation.
8.Anyone, rich or poor, old or young, sick or well, can follow a ______ (satisfy) hobby.
9.After the miserable war, he got hurt _____ (mental) and physically.
10.Hundreds of people were invited ________ (attend) the wedding.
11.I’m looking forward to ___________ (receive) your letter soon.
12.The students acted graciously when success___________ (come) their way.
13.Doctors have found that hobbies are ___________ (value) in helping patients recover.
14.Hobbies provide interests that keep bedridden patients from thinking about ___________ (them).
15.Having an extra day off made students___________ (happy) than ever before.
单词拼写
1.The coffee ___________ (使…能够) me to keep awake during the dull concert last week.
2.In the school, we have___________ education（义务的）.
3.She has artistic ___________ (潜能) for music.
4.Even in this small village, you can find some ___________ (典型的) British clubs.
5.The two girls stood up ___________ (同时).
6.Tom had not p___________ well in his exams, which really let down his parents.
7.R___________ of danger, he climbed the tower.
8.I got a note from Moira u_________ me to get in touch.
9.The two girls had a lot in c___________, making it easy for them to become close friends.
10.She always has a busy day and gets home at midnight, completely e___________.
In your life, sometimes you may be asked to speak in front of a large group of people. Although it sounds a little scary, even those with stage fright can speak successfully to the group with adequate preparation.
Practice your speech before the big day. 1. If possible, practice the speech in front of a friend or family member to get used to saying it to real people. If you feel you must have note cards, limit the amount to about three cards. This will force you to keep your speech concise and help you keep your eyes focused on your audience.
Remember why you’ve been invited to speak. If you’re battling fear over speaking to a large group of people, keep your mind on the fact that you were selected for this important role. The speech organizers must have seen something valuable in you or your expertise. 2.
Remember that fear of public speaking is very common. 3. Most of the people in the audience would be feeling the same fear and stress that you do in your position. Knowing this may make you feel better.
4. What you say should be tailored to why you’re there and who you’re speaking to in order to avoid sounding general. If speaking to a charity group, mention the good work certain specific individuals have done for the cause. If speaking at a business conference, briefly state why you want to help these people.
Keep eye contact with the crowd. 5. Pick one person in each section and look at him while you’re speaking. After each important point in your speech, switch your focus to another section. When you focus only on one person at a time, the size of the crowd isn’t as frightening.
A.A good memory is really helpful.
B. Show appreciation to your audience.
C. Mention your audience in your speech.
D. The more you have it memorized, the better.
E. In fact, it’s normal to feel nervous or stressed out before a big speech.
F. Separate the crowd into three sections mentally as you get up to speak.
G. The knowledge of other people’s respect for you should reduce some of the fear.
