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

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_________________.

C

A scientist working at her lab bench and a six-old baby playing with his food might seem to have little in common.After all,the scientist is engaged in serious research to uncover the very nature of the physical world,and the baby is,well, just playing…right?Perhaps,but some developmental psychologists()have argued that this“play”is more like a scientific investigation than one might think.

Take a closer look at the baby playing at the table.Each time the bowl of rice is pushed over the table edge,it

falls in the ground---and, in the process, it belongs out important evidence about how physical objects interact ; bowls of rice do not flood in mid-sit, but require support to remain stable. It is likely that babies are not born knowing the basic fact of the universe; nor are they ever clearly taught it. Instead, babies may form an understanding of object support through repeated experiments and then build on this knowledge to learn even more about how objects interact. Though their ranges and tools differ, the baby’s investigation and the scientist’s experiment appear to share the same aim(to learn about the natural world ), overall approach (gathering direct evidence from the world), and logic (are my observations what I expected?).

Some psychologists suggest that young children learn about more than just the physical world in this way---that they investigate human psychology and the rules of language using similar means. For example, it may only be through repeated experiments, evidence gathering, and finally overturning a theory, that a baby will come to accept the idea that other people can have different views and desires from what he or she has, for example, unlike the child , Mommy actually doesn’t like Dove chocolate.

Viewing childhood development as a scientific investigation throws on how children learn ,but it also offers an inspiring look at science and scientists. Why do young children and scientists seem to be so much alike? Psychologists have suggested that science as an effort ---the desire to explore, explain, and understand our world---is simply something that comes from our babyhood. Perhaps evolution provided human babies with curiosity and a natural drive to explain their worlds, and adult scientists simply make use of the same drive that served them as children. The same cognitive systems that make young children feel good about feel good about figuring something out may have been adopted by adult scientists. As some psychologists put it, ”It is not that children are little scientists but that scientists are big children.”

1.According to some developmental psychologists,

A. a baby’s play is nothing more than a game.

B. scientific research into babies; games is possible

C. the nature of babies’ play has been thoroughly investigated

D. a baby’s play is somehow similar to a scientist’s experiment

2.We learn from Paragraph 2 that

A. scientists and babies seem to observe the world differently

B. scientists and babies often interact with each other

C. babies are born with the knowledge of object support

D. babies seem to collect evidence just as scientists do

3. Children may learn the rules of language by

A. exploring the physical world B. investigating human psychology

C. repeating their own experiments D. observing their parents’ behaviors

4. What is themain idea of the last paragraph?

A. The world may be more clearly explained through children’s play.

B. Studying babies’ play may lead to a better understanding of science.

C. Children may have greater ability to figure out things than scientists.

D. One’s drive for scientific research may become stronger as he grows.

5. What is the author’s tone when he discusses the connection between scientists’ research and babies’ play?

A. Convincing. B. Confused. C. Confidence. D. Cautious.

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