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.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

3.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

根据短文内容,从短文后的选项中选出能填入空白处的最佳选项。选项中有两项为多余选项。

There are three things that will get you ahead in life: good looks, smarts, and being considered as being smart. 1. And unluckily most of us are not good-looking. Let’s explore some different ways to become smarter.

2. College doesn’t necessarily mean you’ll be smarter, just educated. It means you’ll be exposed to many different ideas and hopefully you’ll learn how to think. Being able to think outside the box and for yourself are features smart people possess.

Read books and educational magazines. 3. Educational magazines are a wealth of knowledge you can share with others, thus making you sound very smart. If you do watch television, try watching something that you can learn.

Expand your vocabulary. Try to learn one new word a week. It doesn’t seem like much, but adding 52 new words to your vocabulary will really make you appear much smarter. Subscribing(订阅)to vocabulary. com is a good start. 4. This way you’re actually getting 365 words a year, but that is usually more than most people can absorb.

Don’t repeat everything people tell you until you know that it’s true. 5. They hear a strange claim and they repeat it to the nearest ear. You can do much harm to your seek for being smart if you are known for giving bad information.

A. Go to college and get an education.

B. The first is God-given.

C. Get educated inside or outside college.

D. You will have a new word sent to your email address daily.

E. The programs actually provide you with information you can use.

F. Uneducated people and people not considered as being smart tend to do this.

G. Reading books works the brain out more than viewing television.

Wilma was born on June 23, 1940 in St Bethlehem, Tennesse. By the time she was 6, Wilma Rudolph was given metal braces(支架) to aid her in walking. She started receiving treatment with help from her family. A few years later, she walked without any assistance into the church.

When she was in junior high, she joined the basketball team. She finally made an appeal to compete in games again and when her wish was finally permitted, she amazed everyone by leading the team to an undefeated season and the state championships. Though they lost the championship title in the end, Wilma Rudolph earned the attention of the women’s track coach, Ed Template at Tennessee State University and was invited to join the “Tigerbelles”. Her efforts paid off as she turned out to be so good that the Tigerbellers invited her to join them in the national Olympic team trails. Not only did she make it into the team, but she won a bronze medal in the 4×100m relay at the 1956 Melbourne Olympics. Four years later, Rudolph set a world 200m record(22.9 seconds) at the 1960 US Championships. At the Rome Olympics in 1960, she competed in the 100m, 200m and 4×100m relay, and equaled the world record of 11.3 seconds in the semifinals (半决赛) of the 100m. She won the final by three metres in 11.0 seconds, but it was not accepted as a world record. Wilma Rudolph’s extraordinary achivevements in Rome made her a darling of the European press who gave her the nickname “the Black Gazelle(羚羊)” and “The Black Pearl”. She also became the first woman in American history to win 3 gold medals in the Olympics and was crowned “the Fastest Woman in the World”. Wilma Rudolph’s spirit inspired people such as Jackie Joyner Kersee and Florence Griffith Joyner who became the next woman to win 3 gold medals.

1.What problem did Wilma face according to Paragraph 1?

A. Not being able to walk

B. Not being able to speak

C. Losing her sight

D. Losing her hearing

2.According to the passage, Wilma could join the “Tiger-belles” mainly because of .

A. her being Ed Template’s favourite athlete

B. her strong appeal to Ed Template

C. her outstanding performances in basketball games

D. her winning the championship title

3.We learn that Wilma broke the world record in .

A. the 4×100m relay at the 1956 Melbourne Olympics

B. the semifinals of the 100m at the Rome Olympics

C. the final of the 100m at the Rome Olympics

D. the 200m at the 1960 US Championships

4.How many people that at least won 3 Olympics gold medals in American history are mentioned in the passages?

A. Three B. One C. Four D. Five

阅读下面短文,掌握其大意,从每题所给的A、B、C、D四个选项中,选出最佳选项,并在答题卡上将该项涂黑。

Every fast-food employee knows that the drive-through window is the worst position. The window sticks with constant ice; the roar of engines hurts your _________; your words are lost in the howling wind.

On a _________ afternoon, everything changed.

Every once in a while, the sub-zero temperatures seal a _________ windows shut. Drivers don’t exactly enjoy having to stand outside in the cold, _________ their orders into a speaker box, when they expect to drive through on their heated leather seats. In such cases, most customers tend to show their annoyance to the employees.

This woman was _________ .

“I’ll get the next car’s _________ as well,” she said as she came up to the window to pay. She stood outside, _________ much snow on her hair. Though she was obviously freezing, her bright _________lit up her face like a fire.

“You can’t _________ their drinks,” I said, confused and tired.

“No, but I’ll buy them,” she said. “Pay it forward and all that.”

Completely puzzled, I charged her as _________ , and when the next customer arrived at the window I explained what had just happened. I watched as his _________ changed — first angry to be out in the cold, then _________ at the random act of kindness, and finally, delighted by his _________ .

“I suppose I’ll pay for the next order then,” he replied, nodding and waving at the impatient driver _________him. He _________ over the cash and received his pre-paid hot drink.

The trend continued. Customers arrived annoyed, only to leave _________ and pleased. Some were shocked to spend much more than they had expected, _________ others ended up receiving their order for less than half the price.

Five vehicles passed, then ten, then twenty. No one refused to pay. Customers stood at my window _________ a fist-full of change to buy drinks for a complete stranger. Cars drove off, honking (鸣笛) and _________ their thanks.

It only takes one customer, one person, to change the entire _________ of traffic. It only takes one moment, one smile, to warm up even the coldest of days.

1.A. ears B. hands C. feet D. back

2.A. freezing B. sunny C. warm D. usual

3.A. truck’s B. vehicle’s C. car’s D. lorry’s

4.A. offering B. throwing C. screaming D. cancelling

5.A. polite B. angry C. popular D. different

6.A. number B. coffee C. fee D. order

7.A. covering B. increasing C. gathering D. falling

8.A. eyes B. smile C. hair D. annoyance

9.A. pay B. take C. buy D. bring

10.A. instructed B. requested C. directed D. suggested

11.A. gesture B. expression C. figure D. feeling

12.A. inspired B. upset C. surprised D. disappointed

13.A. turn B. sense C. deed D. luck

14.A. beyond B. before C. beside D. behind

15.A. took B. looked C. handed D. thought

16.A. shy B. calm C. anxious D. regretful

17.A. while B. since C. as D. unless

18.A. making B. emptying C. lying D. holding

19.A. explaining B. sending C. introducing D. casting

20.A. jam B. row C. flow D. line

Section C

Directions: Read the passage carefully. Then answer the questions or complete the statements in the fewest possible words.

Walking will be banned on escalators as part of a trail designed to reduce congestion(拥堵) at some of the country’s busiest stations.

In the first move of its kind, all travelers will be forced to stand on both sides of escalators on the London Underground as part of a plan to increase capacity(容量) at the height of the rush hour.

A six-month trial will be introduced at Holborn station from mid-April, eliminating the rule of standing on the right and walking on the left. The move, imitating a similar structure in Far eastern cities such as Hong Kong, is designed to increase the number of people using long escalators at the busiest times . it could be expanded across the Tube network in coming years.

According to London Underground, only 40 percent of travelers walk the full length of long escalators, leaving the majority at the bottom as they wait to get on to the “standing “side.

A three-week trial at Holborn last year found that the number of people using escalators at any time of could be raised by almost a third. Peter McNaught, operations director at London Underground, said: “It may not seem right that you can go quicker by standing still, but our experiments at Holborn have proved that it can be true. This new six-month trial will help us find out if we can influence customers to stand on both sides in the long term.”

Holborn has one of the longest sets of escalators on the Underground network at 23.4 high. Tube bosses claim that capacity was limited because so few people wanted to walk up—meaning only one side was used at all times. Research has shown that it is more effective use of escalators over 18.5 to ban walking.

The previous trial found that escalators at the station normally carried 2,500 people between 8:30am and 9:30am on a typical day, rising to 3,250 during the researching period.

In the new trial, which will be launched from April 18, one of three “up” escalators will be standing only, with a second banning walking at peak times. A third will remain a mix of walking and standing.

(Note: Answering the questions the questions or complete the statements in NO MORE THAN TEN WORDS.)

1.What is the existing problem with standing on the right and walking on the left?

2.What did last year’s three-week trial at Holborn station prove?

3.The research suggests that walking should be forbidden on escalators that are at least _________ in height.

4.In the new trail, in addition to one escalator banning walking in rush hours, the other “up” escalators will be used for_________________.

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