题目内容
There was the public male realm (领域)of "rational accomplishment" and cruel competition,
and the private female and child-rearing sphere of home, intuition (直觉) and emotion. The
private realm was supposed to be isolated firm the realities of adult life. For both better and
worse, television and other electronic media tend to break down the difference between
those two worlds. The membrane around the family sphere is much more permeable
(可渗透的). TV takes public events and transforms them into dramas that are played
out in the privacy of our living rooms, kitchens and bedrooms.
Parents used to be the channel through which children learned about the outside world.
They could decide what to tell their children and when to tell it to them. Since children
learn to read in stages, books provide a kind of natural screening process, where adults
can decide what to tell and not tell children of different reading abilities. Television
destroyed the system that separated adult from child knowledge and separated
information into year-by-year slices for children of different ages. Instead, it presents the
same information directly to children of all ages, without going through adult filters.
So television presents a real challenge to adults. While a parent can read a newspaper
without sharing it with children in the same room, television is accessible to everyone in
that space. And unlike books, television doesn't allow us to flip (翻转) through it and see
what's coming up. We may think we're giving our children a lesson in science by having
them watch the Challenger take off, and then suddenly they learn about death, disaster and
adult mistakes.
Books allow adults to discuss privately what to tell or not tell children. This also allows
parents to keep adult material secret from children and keep their secret keeping secret.
Take that same material and put it on The Today Show and you have 800,000 children
hearing the very things the adults are trying to keep from them. "Television takes our kids
across the globe before parents give them permission to cross the street."
More importantly, children gradually learn that adults are worried and anxious about
being parents. Actually, television has also places families under a lot of stress.
6. difference 7. Content 8. decided/chosen 9. adult 10. challenges
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| Advertising is a form of communication that uses all kinds of media, and is visible everywhere these days. Typical customers of advertising companies are other companies, or businessmen, who want to persuade potential customers to buy more of what they make or sell. But there are other kinds of customers. Some organizations spend large sums of money on advertising a political party or other group that sells what is not, strictly speaking, a product or service. Such non - profit organizations are not typical advertising customers, and they prefer ways of spreading knowledge, changing attitudes, and improving society. Many advertisements are designed to increase sales of products and services by either improving brand image or, in the case of non - profit organizations, expressing ideas. In order to achieve th~s, advertisements will often pass on truthful information while delivering their messages. Every major medium is a means of delivering these messages, including television, radio, cinema, magazines, newspapers, video games, the Internet and billboards (大幅广告牌). Advertising will usually be created and. placed by an advertising agency on behalf of company or other organization. Spending on advertising has increased greatly in recent years. In 2006, spending was estimated at $155 billion in the United States and $385 billion worldwide; the latter is expected to reach more than $500 billion by 2010. While advertising can be seen as a necessity for economic growth and social development, it is not without social costs. Advertisement emails and other forms of junk mail have become so popular that ~they have become a major burden to users of I nternet email services, as well as a financial burden on Internet email service providers.
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