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 fanning. He planted seeds, tended the fields» and harvested and sold his crops. At the same lime, 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 fanning and working with iron, Mr. Plowright invented a plow that made fanning easier. Mr. Plowright did not really like fanning himself and wanted to specialize in making really good plows. Perhaps, he thought, other farmers will trade what they grow far 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 $hop 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 yean; ago. Even before most people could read, they understood such signs. Shopkeeper« would carve into stone, clay, or wood symbols for the product 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 b 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.

41. 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 fanning techniques.

42. To advertise his plows, Mr. Plowright ______.

A. praised his plows in public                 R. placed a sign outside the shop

C. hung an arrow pointing to the shop     D. showed hut products to the customers

43. 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

44. 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 fanners

D. functioned like today's TV or radio commercial

45. 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

They’re WILD animals

By Ernst-Ulrich Franzen

March 11, 2010 (3) Comments

The story about the woman who lost some fingers while feeding a bear at a zoo in Manitowoc, after she ignored warnings and barriers(栅栏), reminded me of the story I heard about a couple who put their baby on the back of a wild horse in South Dakota to get a really cute picture. We all do silly things at times — no one is immune — but treating wild animals as lovely pets has to fall into a special category. Teddy bears and Disney movies aren’t actually representative of real bears.

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1. TosaLeft - Mar 11, 2010 10:46AM

Don’t you think that maybe, just maybe some alcohol was involved?

2. tk421 - Mar 11, 2010 11:09 AM

It was already approved that alcohol was involved. Stories that begin with a drunk person saying “Hey, I got an idea, watch this!” rarely end well.

3. Tristan Kloss - Mar 11, 2010 11:41 AM

Alcohol certainly isn’t involved when people decide to keep “pets” like chimpanzees, baby tigers, etc. Stupidity, definitely. Dogs are pets because of thousands of years of domestication. Even farm animals, which have been kept by humans for thousands of years as well, aren’t let in the house. So why keep animals that treat human contact with, at best, indifference(冷淡、不在乎) and, at worst, violence?

60.In Ernst-Ulrich Franzen’s opinion, the woman lost her fingers because ________.

A. the zoo keepers didn’t warn her of the danger       

B. she didn’t know the bear was a wild animal

C. she was somehow influenced by cartoon characters

D. she climbed over the barriers and angered the bear

61.TosaLeft thinks the wounded woman ________.

A. may have been drunk                                          B. may be a little stupid

C. was addicted to wine                                           D. fed wine to the bear

62.tk421 means a drunk person ________.

A. should be forbidden to enter the zoo                     B. usually gets himself into trouble

C. is often fond of making up stories                         D. usually likes to show himself off

63.What does Tristan Kloss think of people treating wild animals as pets?

A. Kind.                       B. Illegal.                                   C. Loving.                           D. Stupid.

 

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