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 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 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.What probably led to the start of advertising?
| A．The discovery of iron. |
| B．The specialization of labor. |
| C．The appearance of new jobs. |
| D．The development of farming techniques. |
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 |
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 |
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 |
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 |
My father is a smart man. He spent many years of his life listening to people’s arguments, first as assistant district lawyer and then as a judge. My dad knows rubbish rhetoric when he hears it.
One of his favorite phrases is: “If you don’t have anything smart to say, then don’t say it at all.” Yet, for all of his legal training and life experience, he can’t help but keep talking about the Mega Millions jackpot.
We all know the odds(几率)of winning the jackpot this evening with one ticket are extraordinarily low ... 1 in 175, 711, 536, to be exact. Still, people go out and buy hundreds of tickets with the hopes of becoming wealthier beyond their dreams. Why? There are two possible explanations for this “irrationality”(不理智).
One idea is that the way we calculate odds in our heads has nothing to do with mathematical odds in the traditional sense. We don’t go to the mathematical odds table and say, “Well, this would be a terrible investment. I think I’m better off putting my money in the bank!” Rather, it has everything with the ability to picture an event happening.
My father, for instance, watches the news every night and sees people winning the lottery(彩票). Therefore, he thinks the chance of him winning the lottery is much higher than they actually are.
The second thought is that the expected effect of playing cannot be represented merely by the odds. My father and, I’m sure, others get a thrill from the mere idea of winning. He loves imagining what it would be like to actually win and losing doesn’t really affect him. Sure, he’s disappointed, but it’s “better to have loved and lost than never to have loved at all.” When you combine the utility of thinking you can win with the utility of actually winning (no matter how small the chance of that occurring), it’s worth it for many people to spend the one dollar on a ticket.
My analysis is that both factors are at play in taking a chance on the lottery. My father and others really do underestimate the odds of winning, but the thrill of participation is not denied by a realistic assessment of the odds. Still, I would probably put my finger on the scale for the first explanation.
All told, a review of the odds of other events happening confirms that there just aren’t many events that occur with less frequency than your winning the Mega Millions jackpot. Look at the graph below, you may understand some:
In many ways, it’s like the lottery, something that features often on television and about which people fantasize, but that rarely happens.
So, when you watch, along with my Pa, to see if your lucky number is drawn this evening, keep in mind three things: that your number almost certainly won’t come up; that you are still going to have fun; and that, finally, a lot of other things are more likely to happen—but getting eaten by a shark isn’t one of them. It can be learned from the article that ________.
| A．the Mega Millions jackpot is the last lottery to win in the world |
| B．a judge in that country can’t talk about lottery because it is illegal |
| C．the writer doesn’t buy lottery, for he never hopes to become rich |
| D．In spite of little possibility, a lot of people spend money on lottery |
The function of the graph is to ________.
| A．show chances that those things take place are fewer |
| B．support the writer’s arguments on the lottery tickets |
| C．indicate no one can win the Mega Millions jackpot |
| D．say shark attack death will seldom happen this year |
Which of the following do you think the writer would probably agree with?
| A．If one has mathematical odds, he can win the prize more easily. |
| B．Only those who have irrationality buy hundreds of lottery tickets. |
| C．The Mega Millions jackpot is very popular in the writer’s country. |
| D．Winning lottery is a shortcut to achieve the dream of being rich. |
The underlined phrase “at play” in the 7th paragraph most probably means ________.
| A．effective | B．ridiculous | C．contradictory | D．astonishing |
What do you think is the best title?
| A．The Popular Mega Millions Jackpot | B．Lottery is Merely a Trick |
| C．Mega Million is Like a Shark Attack | D．Be rich, Buy Lottery Soon |
Below are Top 10 Scholarly Stars in America in 2011.
It’s not always about fame and fortune for these celebs – education is a priority in their lives. Find out what scholarly stars have earned degrees and diplomas or are returning to the classroom as you head back to school.
No. 10: James Franco
James has attended FOUR prestigious universities in his life: UCLA, New York University, Columbia University and Yale University. We hear he’s is so serious about school, he missed the Oscar nominations to attend class!
No. 9: Natalie Portman
Natalie Portman is so Ivy League: she graduated from Harvard University in 2003, thanks to her parents, who she says always made sure she put her studies before her acting.
No. 8: Haley Joel Osment
When students at NYU heard Haley Joel would be joining them as a freshman in 2006, they chalked the campus’ sidewalks with his famous Sixth Sense movie line: “I see dead people.”
No. 7: Emma Watson
Although Emma Watson put her education on hold to wrap up the Harry Potter film series, in July 2011 she announced that she was going back to school at Brown University to complete her degree.
No. 6: Dakota and Elle Fanning
Celeb sisters Dakota and Elle Fanning are stars on screen and in class. Dakota was her high school’s homecoming queen two years in a row while Elle, who still attends middle school, somehow manages to balance her acting career with math tests and gym class.
No. 5: Mara Wilson
Mara Wilson graduated from NYU in 2009. Mara, who played the adorable Nattie in Mrs. Doubtfire, eventually grew up and headed to New York to attend NYU’s Tisch School of the Arts; she graduated in 2009.
No. 4: Tyra Banks
Tyra Banks is known for being a savvy businesswoman, but even the best could use some formal training. She enrolled in Harvard Business School in 2011 and even went so far as to live in a dorm with her fellow classmates!
“We live in dorms,” confirmed the TV star. “I have my own room but we share a kitchen, living room and study area. It’s mandatory dorms. I freaked out. In the beginning I was like, ‘Oh yes, I’m going to Harvard and I’ll be at the Four Seasons down the street.’ And they were like, ‘Girl, you’re living in dorms!’”
No. 3: Shakira
Singer Shakira is resting her hips and giving her brain a workout at UCLA, attending classes on the history of western civilization so she could “learn from the best”.
No. 2: Steven Spielberg
Director Steven skipped getting a formal education to be an unpaid intern at Universal Studios, where he learned his tricks of the trade. But eventually he did go back and earned his film degree in 2002.
No. 1: Danica McKellar
Danica McKellar is a math whiz. She used to be known for starring as Winnie Cooper in the Wonder Years, but Danica is also a UCLA graduate, math whiz and education advocate who’s written three best-selling books encouraging middle-school girls to have confidence and succeed in mathematics.What Danica McKellar and Natalie Portman share in common is that ________.
| A．both put their education in the first place |
| B．they graduated from the same university |
| C．the two actresses wrote best-selling books |
| D．both of them will abandon their acting |
From the above, we can come to the conclusion that ________.
| A．Spielberg received a formal film education before he turned director |
| B．both sisters Dakota and Elle have not finished middle school education |
| C．Tyra Banks is sharing the same room with her classmates in Harvard |
| D．Shakira and Haley Joel Osment are studying in university separately |
The underlined word “ trade” in the passage is closest to ________.
| A．business | B．corporation | C．studio | D．occupation |
How many stars referred to in the material studied or will go to UCLA?
| A．Three. | B．Four. | C．Five. | D．Six. |
Being beautiful means a lot to teenage girls. Once it did to me too. I was the vainest person in the world, but that all changed one December night.
It was a Thursday, and I was getting ready for the wrestling tournament the following day. I was so excited; it was going to be my first tournament as a cheerleader. I walked past the mirror and stopped to check my appearance. I noticed my eyebrows were a little bushy, and that’s when my vanity kicked in. The brows could be easily fixed with the waxing kit I had purchased. I put the jar of wax in the microwave. But instead of heating the wax for 30 seconds, I pressed too many zeros and heated it for three minutes. As I reached for the jar, I dropped it, spilling it all over myself.
My mother came running when she heard my screams. The hot wax was rolling down my face and arm. My mom took a wet washcloth and tried to wash the wax off my face. This proved to be a bad idea, because the wax was honey based, and it pulled my skin off with the wax.
The 15-mile drive to the emergency room seemed to take hours. When we finally arrived, the nurse didn’t waste any time. They took me straight to a doctor and gave me extra-strength painkillers, so my mind was in confusion. The doctor explained how severe my burns really were: my arm was a combination of first-, second- and third-degree burns, and needed to stay bandaged. My face was first- and second-degree burns. If the wax had gotten any closer to my right eye, I would have lost my sight. I was covered in multi-colored “goop(药膏)”, wrapped, and sent home to recover.
I got up the next morning and the first thing I wanted to do was wash off the remaining wax. I unwrapped the bandages and “degooped”, letting warm water gently remove the rest of the wax. The next step was to do a self-evaluation of the damage. I couldn’t believe how horrible I looked. A horror-movie monster stared back at me from the mirror. All I could think was, my life is over. For someone as vain as me, this was very true. I thought I was going to be horribly disfigured(毁容的)for the rest of my life! All I could do was cry.
My mom made it worse by forcing me to go out in public. She dragged me to the grocery store and wherever else she felt like taking me. Everywhere we went, people had a million questions, none of which I wanted to answer. Then my mom declared she was going to put me through even more torture—I had to go to school on Monday. School only led to more questions from more people.
Now, two years later, my wounds have healed, leaving a few scars. I still feel self-conscious if I don’t wear make-up, and I’ve discovered that three-quarter length sleeves are wonderful for covering the scars on my arm.
After spending several months adjusting to this injury, I realized how vain I was. I had made beauty important, but it never was or will ever be that important. It took this event to teach me that no matter how much you change on the outside, you’re still the same person on the inside. After the accident, the writer has come to realize that ________.
| A．teenage girls care too much about their appearance |
| B．loving beauty will necessarily make one disfigured |
| C．we can never judge a person merely by one’s looks |
| D．sometimes being beautiful can cost you something |
Which of the four statements is a fact?
| A．The severe damage to her sight and face weren’t recovered. |
| B．The mother wished the writer to face her misfortune bravely. |
| C．From the lesson we conclude that “once bitten, twice frightened”. |
| D．The severe burns were caused by her mother’s lack of first-aid. |
The underlined sentence in the last paragraph is closest to ________.
| A．beauty is not everything | B．a student shall not make up |
| C．beauty is not important | D．loving beauty will spoil you |
The author develops her composition by ________.
| A．offering accurate facts | B．giving contrast and comparison |
| C．using logical arguments | D．representing own experiences |
Which of the following can be the best title?
| A．The Price of Vanity | B．An Unexpected Ending |
| C．A Disfigured Girl | D．Beauty Ruins Everything |
Are some people born clever, and others born stupid? Or is intelligence developed by our environment and our experience? Strangely enough, the answer to these questions is yes. To some degree our intelligence is given to us at birth, and no amount of education can make a genius out of a child born with low intelligence. On the other hand, a child who lives in a boring environment will develop his intelligence less than one who lives in rich and different surroundings. Thus the limits of persons’ intelligence are fixed at birth, and whether or not he reaches those limits will depend on his environment. This idea, now held by most experts, can be supported in a number of ways.
It is easy to show that intelligence is to some degree something we are born with. The closer the blood relationship between two people, the closer they are likely to be intelligent. Thus if we take two unrelated people at random from population, it is likely that their degree of intelligence will be completely different. If, on the other hand, we take two twins, they are very likely to be as intelligent as each other. Relations like brothers and sisters, parents and children, usually have similar intelligence, and this clearly suggests that intelligence depends on birth.
Imagine now that we take two identical twins and put them in different environments. We might send one, for example, to a university and the other to a factory where the work is boring. We would soon find differences in intelligence developing, and this shows that environment as well as birth plays a part. This conclusion is also suggested by the fact that people who live in touch with each other, but who are not related at all are likely to have similar degree of intelligence.If a child is born with low intelligence, he can ______.
| A．become a genius |
| B．not reach his intelligence in his life |
| C．reach his intelligence limits in rich surroundings |
| D．still become a genius if he should be given special education |
In Paragraph 2, the underlined sentence “if we take two unrelated people at random from population” means “______.”
| A．if we pick any two persons |
| B．if we take out two different persons |
| C．if we choose two persons who have relations |
| D．if we choose two persons with different intelligence |
The example of the twins going to a university and to a factory separately shows ______.
| A．the part that birth plays |
| B．the importance of their relations |
| C．the importance of their intelligence |
| D．the role of environment on intelligence |
The best title of the passage can be “______”.
| A．Surroundings | B．Intelligence |
| C．Dependence on Environment | D．Effect of Education |
Why Rent Textbooks?
Renting textbooks is a relatively new idea for everyone. Back in the old days, the idea of renting one never existed since the books are affordable or readily available in libraries. But the time has changed and with the changes in educational system and various economic challenges happening across the globe, the price of textbooks increased.
Given such fact, textbook renting is now a new fashion among college students. Research was made to find out if renting helps one save money and time rather than buying new textbooks and realized that it really is. Let’s examine carefully further and see why renting books is a cost-effective way to still get to have your textbooks without shelling too much money from your pocket.
Gives value for your money
You don’t have to buy all of your textbooks. Those non-major subjects, are better acquired through renting. It saves one money and helps you give out the money you save on some other personal possessions you need in college.
Renting textbooks allows you to save at least 50% off the standard retail (零售) price for each item. You can tell, with a little research, that renting is a lot cheaper compared to buying used books aside from looking way better than the former.
Saves time
You can save a great deal of time when renting a textbook. Instead of browsing your way for hours trying to look for better deals online, you can simply go to a popular book renting marketplace online and just order away. There is literally no need to skimming for hours and see where you can find a great deal. Often, the rental company gives you prepaid postage slip just to get you going and do the same when you decide to return the book.
This process not only saves you time, it also saves other resources like gas if you decide to go to the nearest bookstore to buy books or spend hours using electricity just to find a good deal.
User Friendly
Aside from being able to save money and time, renting textbooks brings convenience to all users. Imagine trying to scan the virtual bookshelf and checking on comments of previous users and figuring out which ones got bad comments and which had great ones. It could be fun at first but if you are short of time, the process can become annoying.
If you rent books, you will only be needing the book’s ISBN number and find it right away. No more time-wasting site search. Type in the ISBN number, order the book, and wait for it to get shipped to your home.The reason why people haven’t the habit of renting textbooks in the old days is that ______.
| A．the educational system has not changed by now |
| B．people can afford books or get books easily in libraries |
| C．different economic challenges happen across the world |
| D．the price of textbooks is much higher than that of nowadays |
The underlined word “shelling” in paragraph 2 means “______”.
| A．saving | B．spending | C．removing | D．wasting |
The following statements are the reasons why textbook renting is now a new fashion among college students EXCEPT ______.
| A．One can save a great deal of time in browsing for better deals online |
| B．It brings convenience to all the users apart from saving money and time |
| C．The process saves other resources if you don’t go to the nearest bookstore |
| D．It saves one money and helps him spend money on what he need most in college |
The passage mainly tells us that ______.
| A．renting textbooks allows you to save a lot of money |
| B．renting a textbook can also save you a great deal of time |
| C．textbook renting was a relatively new fashion among college students |
| D．textbook renting is a money-saving, fun, and, convenient way for college students |
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