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, grind the wheat for his flour, or cut his trees into boards. He also did not make the plows(犁), the work boots, or any of the 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 primitive 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?
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| 2． |
To advertise his plows, Mr. Plowright.
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| 3． |
The writer makes up the two stories of Mr. Fielder and Mr. Plowright in order to.
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| 4． |
In ancient Egypt, a crier was probably someone who.
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| 5． |
The last two paragraphs are mainly about.
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It’s been seven days since a 7. 0-magnitude strong earthquake hit Ya’an, in Sichuan Province. How the earthquake has affected one of Sichuan Province’s special residents—pandas. How are the animals coping? And do they have enough food to eat?
There are more than 80 pandas living here at the Chengdu Panda Breeding Base. 7 baby pandas have just left their mothers and have begun to learn how to fend for themselves.
The quake was felt strongly in Chengdu. Fortunately, all of the pandas here were out on the grounds when the earthquake hit, so they were very safe. Although no deaths or injuries have been reported among the Baoxing panda population so far, they’ve been badly frightened by the earthquake. Several days has passed and the earthquake seems to have made no discernible(可辨别的)negative impact on the pandas. These two baby pandas Chengshuang and Chengdui are play fighting with each other and climbing trees. When they climbed too high, the breeders have to rescue them from the trees.
The visitors are amused by the scenes and think it’s like a fantastic acrobatics show.
The quake zone is not only the home of these pandas, it’s also the source of their food. Fortunately, enough bamboo has been stored away in five bamboo storehouses for the pandas, so there are no worries with regard to food supplies.
Wu Kongju, Breeder, Chengdu Panda Breeding Base, said, “When the Wenchuan earthquake happened in 2008, we were unprepared and had a shortage of bamboo. But we’ve been able to handle this earthquake event more smoothly. There are no problems with the food supply. ”Apart from the pandas’ favorite Baijia Bamboo, breeders also give them bamboo shoots, which are very rich in nutrients.
Wu Kongju said, “Bamboo shoots contain more protein than ordinary bamboo, and they’re also very succulent because they contain more water. ”
The passage mainly tells us that .
| A．a 7. 0-magnitude strong earthquake hit Ya’an |
| B．food supply to pandas is enough |
| C．impact of Ya’an earthquake on China’s pandas |
| D．two baby pandas Chengshuang and Chengdui are in good condition |
When the earthquake hit Ya’an, which of the following statements about the pandas is WRONG?
| A．All of the pandas here were out on the grounds. |
| B．Some pandas are injured but no deaths are made. |
| C．They’ve been badly frightened by the earthquake. |
| D．The earthquake seems to have made no discernible negative impact on the pandas. |
During Ya’an earthquake, there is no need to worry about pandas’ food because .
| A．the pandas eat less food because of frightening |
| B．the Panda Breeding Base was slightly hit by this earthquake |
| C．the Panda Breeding Base received the food supply from foreign countries |
| D．the Panda Breeding Base has stored away enough bamboo in advance |
The underlined word“succulent”in the last paragraph means .
| A．多汁的 | B．高蛋白的 | C．多糖的 | D．有营养的 |
What’s the author’s attitude towards the reaction of Chengdu Panda Breeding Base?
| A．Supportive. | B．Disappointed. | C．Indifferent. | D．Objective. |
A full-time nanny is employed by the parents to provide high quality childcare for their children and to undertake all tasks related to the providing of that care. Nannies provide childcare in the family’s private home.
Full-time nannies with parents meet the physical, social, emotional and intellectual needs of the children. They typically do the children’s laundry, keep the children’s areas neat and clean, and prepare meals and snacks for the children. Depending on the age of the child and the family’s needs, the nanny may be responsible for bathing the child, transporting the child to activities and assisting the child with homework.
Since nannies work in the private home and serve as caretakers, and educators, nannies must be trustworthy. Nannies are often hired so that parents can fulfill their personal and professional tasks. For this reason, nannies must be dependable and reliable.
Full-time nannies work on average 40 to 60 hours per week and may live with the family as live-in nannies. For parents who hire a live-in nanny, at minimum they should provide a separate bedroom and bathroom and all meals and snacks. One of the benefits of nanny care is that the parents set the nannies weekly schedule. Nannies are typically required to have some scheduling flexibility.
Nanny employers must pay what is commonly referred to as the nanny tax, which includes social security taxes and medicare taxes, total about 7. 65% of the nanny’s wages. The other federal tax is referred to as FUTA. It is the Federal Unemployment Tax. State unemployment taxes may also apply and vary from state to state.
In addition to nanny employer taxes the nanny is responsible for her share of the FICA taxes. Nannies are responsible for paying their own income tax payments, however many employers agree to manage the payments for them.
Typical nanny benefits include 2 weeks of paid vacation, paid sick days and paid personal days and full contributions to health insurance. Nanny employers may also wish to contribute to a retirement savings plan for their nanny.What does a full-time nanny usually do?
| A．She should do all the tasks connected with childcare. |
| B．She must be able to communicate well with parents. |
| C．She should provide excellent care for the family. |
| D．She must avoid dealing with her private secrets. |
We can learn from the second paragraph that .
| A．the nanny should stop the kid from eating snacks |
| B．the parents must prepare every meal for the nanny |
| C．the nanny should be a person with education |
| D．the parents must take responsibility for the nanny |
If you applied to be a full-time nanny .
| A．you would work at most 8 hours a day | B．you would get your private space |
| C．you would work seven days a week | D．you would have no time of your own |
What do you know about the nanny tax?
| A．The nanny must pay such a tax according to her wages. |
| B．The tax almost covers one-fifth of the nanny’s wages. |
| C．The employers should pay the nanny tax for nannies. |
| D．The tax is said to be the highest of all walks of life. |
Which one is NOT the benefit of the typical nanny?
| A．Having a 2-week holiday with payment. |
| B．Getting paid for sick leave. |
| C．Having full contributions to health insurance. |
| D．Having personal days but without pay. |
Before leaving work, Steve Lee likes to use his cell phone to turn on his heat and air condition system at home. So by the time he gets through traffic into his front door, the temperature inside is perfect. You may wonder what a so-called smart home can do inside.
Lee works for a company called Smarthome. com, testing and living with many of his company’s home automation gadgets(自动化小配件), like this multifunction touch screen that controls devices around the house and even connects to the Internet traffic cameras.
“I have cameras, and they follow all the way down the freeway to work, ”said Lee with pride, “What’s going on at home when you are away? No problem, install some wireless cameras and controllers and from any computer in the world with an Internet connection, you can watch your house. ”
“You can check on the house, and I can look at the temperature. Believe it or not, if I want to turn on lights ahead of time, I can, ”added Lee.
We sat in Steve’s California kitchen and with the right password, turned on the kitchen counter lights at his boss’ house in Wisconsin. Steve did have permission to log on(登录).
“If you do know the password and you want to play a trick on your wife, you could turn lights on and off remotely. ”
This new technology, which can automatically turn on water sprinklers when humidity is low, or turn off a pool pump when it is not in use, is no longer expensive. Several hundred dollars for a basic system is enough and it is not hard to install.
Sure the convenience is nice but many people who like the security advantages like making sure kids are safe with the help of camera monitors and bedside alerts.
“I can notice that maybe one of my children wakes up in the middle of the night once the light switch is turned on. ”
What a smart home can’t do is get you a snack and you have to leave the couch for that.
What does the underlined word “password” in Paragraph 5 mean?
| A．Security code. |
| B．Crossword. |
| C．Passport. |
| D．Touch screen. |
What can be inferred from this passage?
| A．Steve’s boss trusted him very much. |
| B．Steve doesn’t like to play jokes on his family. |
| C．Steve could log on his boss’ home because he had been given the key. |
| D．It’s expensive and difficult to apply a basic smart home system. |
According to the passage, the following is often a must for a smart home EXCEPT a .
| A．cell phone | B．computer |
| C．camera | D．car |
What can’t a smart home do according to the passage?
| A．Turning on the light automatically. |
| B．Getting the owner some food. |
| C．Turning off a pool pump. |
| D．Watching over the home’s safety. |
In which section of a newspaper will this passage probably be found?
| A．Entertainment. |
| B．Science & Technology. |
| C．Health & Care. |
| D．Biography. |
Some colors people see late at night could cause signs of the condition mental health experts call clinical depression(临床抑郁症). That was the finding of a study that builds on earlier study findings. They show that individuals who live or work in low levels of light overnight can develop clinical depression.
Doctors use the word clinical depression to describe severe form of depression. Signs may include loss of interest or pleasure in most activities, low energy levels and thoughts of death or suicide.
In the new study, American investigators designed an experiment that exposed hamsters（仓鼠）to different colors. The researchers chose hamsters because they are nocturnal, which means they sleep during the day and are active at night. The animals were separated into four groups. One group of hamsters was kept in the dark during their night-time period. Another group was placed in front of a blue light, a third group slept in front of a white light, while a fourth was put in front of a red light. After four weeks, the researchers noted how much sugary water the hamsters drank. They found that the most depressed animals drank the least amount of water.
Randy Nelson, at Ohio State University, says animals that slept in blue and white light appeared to be the most depressed. “What we saw is that these animals didn’t show any sleep interruptions at all but they did mess up biological clock (生物钟) genes and they did show depressive sign but if they were in the dim red light, they did not.” He says there’s a lot of blue in white light. This explains why the blue light and white light hamsters appear to be more depressed than the hamsters seeing red light or darkness. From the text we know that ________ made the hamster feel depressed.
| A．the amount of the water |
| B．the colour of the light |
| C．the loss of pleasure |
| D．the level of energy |
What was the purpose of the experiment on hamsters?
| A．To show how well they slept. |
| B．To see how much sugary water they drank. |
| C．To explain why they liked dark colours. |
| D．To find out what caused the depression on them. |
The author explains the clinical depression by _________.
| A．reporting an experiment process |
| B．presenting research data |
| C．setting down general rules |
| D．giving his own experience |
Where can we probably find the text?
| A．In a science magazine. |
| B．In a physics textbook |
| C．In a tourist guidebook. |
| D．In an official announcement. |
“Selfie” (自拍) joins ranks of dictionary words.
In 2002, an Australian man went to his friend’s 21st birthday party. He got drunk, tripped on some steps and cut his lip. He took a picture of his injuries and shared it with his friends on an online forum. “And sorry about the focus,” he wrote, “it was a selfie.” That was the first recorded use of the word “selfie”, according to linguistic experts at Oxford Dictionaries.
On Nov 19, Oxford Dictionaries declared “selfie” Word of the Year for 2013, in honor of the term having taken over the world thanks to millions of smart phone self-portraits and the resulting shares on social media.
So what does the choice of the word say about our culture? Mary Elizabeth Williams, writing in Salon magazine, says the word reminds us that contemporary culture is defined by our narcissism(自恋).Megan Jackson from a local newspaper points out a selfie may only focus on appearance.
Selfies invite judgment based on appearance alone. What kind of cultural influence does this have on women? Erin Gloria Ryan on Jezebel says selfies teach young woman to obsess over their appearance and judge themselves on the basis of beauty rather than accomplishments. “They’re a reflection of the warped way we teach girls to see themselves as decorative,” said Ryan.
In Slate magazine, Rachel Simmons has the opposite view. She argues that selfies are an example of young women promoting themselves and taking control of their own self-presentation. Think of each one, she says, as “a tiny pulse of girl pride —a shout-out to the self”. Which of the following is true about the first use of “selfie”?
| A．The Australian man created it to celebrate his friend’s 21st birthday. |
| B．The Australian man created by chance when he got drunk and shared his photo online. |
| C．The Oxford Dictionary used it to thank the creation of smart phone. |
| D．The social media were so advanced that they made the word transmitted. |
The underlined word “tripped” in the first paragraph probably means “________”.
| A．traveled | B．stepped lightly |
| C．fell down | D．made mistakes |
Who holds a positive opinion towards selfie in the life of women?
| A．Mary Elizabeth. | B．Megan Jackson. |
| C．Erin Gloria Ryan. | D．Rachel Simmons. |
The text is mainly concerned with ________.
| A．the introduction of the word “selfie” |
| B．the choice of the word “selfie” |
| C．the history of the word “selfie” |
| D．the characteristics of the word “selfie” |
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