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 |
The passengers on the subway who caught a glimpse of me may have thought I was strange. In particular a gentleman sitting opposite me was always staring at me, looking at the cheese bread on the floor in front of me and then staring back at me. A passenger probably dropped it by mistake and got off at a previous stop, but the gentleman might not think so. “Next stop, St. Patrick Station” — my stop was quickly coming up. I had few minutes to either take the cheese bread, which nobody else was claiming, or left it there.
In those few minutes I felt my pride getting in the way. “What would others on the subway think of me if I took the cheese bread? Would they think that I was poor and hungry? Would they think that I was stealing?” The ignorant thing to do was say “yes” to any of those self-imposed questions. Actually, they were just my own thoughts. Though I would leave the subway, walk a block to my office, get settled at my desk, and sit comfortably in my office for the whole day, I couldn’t get rid of the enormous sense of guilt and regret.
My thoughts once pushed me towards pride and ignorance, but finally I had to admit I was wrong. This missing cheese bread could be a gift for a homeless person who suffered from cold and hunger. So why not overcome a little bit of my pride and pass along so much kindness?
Just as the doors opened at my stop, I grabbed the cheese bread and left the subway. It felt awesome, but I didn’t care if people were looking at me or what they were thinking. Instead of going directly to my office as usual, I walked a few more blocks up to Queen’s park, where I often saw a homeless man sitting outside. I always wanted to give him something, but only today I walked toward him, who wrapped himself in a sleeping bag. I was full of satisfaction, and so did the homeless man, I thought.The gentleman kept staring at the author because _______.
| A．he wanted to talk to the author |
| B．he might think the author dropped the bread |
| C．the author appeared too nervous |
| D．the author was going to get off |
The underlined word “self-imposed” in paragraph 2 probably means “_______”.
| A．easily obtained |
| B．strongly supported |
| C．deliberately created |
| D．completely unaccepted |
Why did the author grab the cheese bread when he got off?
| A．He noticed that no one was looking at him. |
| B．He didn’t want to see the cheese bread to go to waste. |
| C．He remembered a homeless man at that very moment. |
| D．He valued kindness more than his own pride. |
A new study suggests that the roundtheclock availability that cell phones have brought to people's lives may take a toll on family life. The study，which followed more than 1,300 adults over 2 years, found that those who consistently used a mobile phone throughout the study period were more likely to report negative “spillover” between work and home life—and，in turn，less satisfaction with their family life.
Spillover essentially(本质上)means that the line between work and home begins to become unclear. Work life may invade home life when a parent is taking jobrelated calls at home，for instance—or family issues may start to take up work time. For example，a child may call mum at work，telling her “microwave exploded”，explained Noelle Chesley，an assistant professor of sociology at the University of WisconsinMilwaukee and the author of the study. The problem with cell phones seems to be that they are allowing for even more spillover between work and home.
This may be especially true for working women，the study found. Among men，consistent use of mobile phones seemed to allow more work issues to creep (潜入)into family time. But for women，the spillover tended to go in both directions. Being “connected” meant that work cut into home time，and family issues came into work life.
Cell phones seem to be opening more lines for stressful exchanges among family members. But there may be ways to control the spillover，according to Chesley. Employers, she said，could look at their policies on contacting employees after hours to make sure their expectations are “reasonable”．For their part，employees could decide that cell phones go off during family time, Chesley said.What does the underlined phrase “take a toll on” probably mean in Paragraph 1?
| A．Explaining. | B．Founding. | C．Extending | D．Damaging. |
According to Chesley，what is the best solution to the problem caused by cell phones?
| A．Separate work hours from family time. |
| B．Refuse to use cell phones. |
| C．Ignore coming calls during family time. |
| D．Encourage women to stay at home. |
We can learn from the passage that ________.
| A．cell phones affect men as much as women |
| B．cell phones seem to be convenient to families |
| C．cell phones make the line between work and home unclear |
| D．we can do nothing to solve the problem |
What is the main idea of the passage?
| A．How to control the negative spillover caused by cell phones. |
| B．How work life invades home life. |
| C．Consistent use of cell phones makes people feel less satisfied with their work. |
| D．Cell phones cause negative “spillover” between work life and home life. |
Inside the pleasingly fragrant cafe, So All May Eat(SAME) in downtown Denver ,the spirit ofgenerosityis instantly noticeable :donation box stands in place of a cash register. Customers here pay only what they can afford, no questions asked.A risky business plan, perhaps, but SAME Café has done one unchangeable thing in the Mile High City for six years: Open only at midday, the restaurant allows poor local customers who cannot pay to work as volunteers instead. They can act as waiters and waitresses, and dishwashers, or look after the buildings and equipment for the cafe.
It’s based on trust, and it’s working all right”, says co-owner Brad Birky, who started the café in 2006. Previously volunteering at soup kitchens, the Birkys were dissatisfied with the often unhealthy meals they served there. “We wanted to offer quality food in a restaurant where everyone felt comfortable, regardless of their circumstances,” Birky says. SAME’s special lunch menu changes
daily and most food materials are natural and grown by local farmers. The café now averages 65 to 70 customers (and eight volunteers) a day. And the spirit of generosity behind the project appears to be spreading. In early 2007,one volunteer who had cleared snow for his meals during t he long
winter said goodbye to the Birkys, He said he was going to New Orleans to help with the hurricane clearing up,” says Birky. What can we learn about the soup kitchens the Birkys previously worked for?
| A．They refused to have volunteers. |
| B．They offered low quality food. |
| C．They provided customers with a good environment. |
| D．They closed down because of poor management. |
According to the passage, which of the following is TRUE?
| A．The customers who cannot pay can work as volunteers instead. |
| B．More volunteers will go to new Orleans for the hurricane cleanup. |
| C．Many new cafes will be opened to offer free lunches in the town. |
| D．The lunch menu has remained the same since the café was started. |
The author’s attitude towards running such a café is_______
| A．unfavorable | B．doubtful | C．cautious | D．approving |
What’s delicious to eat and comes in a variety of colors? Eggplant! And no, it has nothing to do with chickens! This strangely named vegetable is, however, as versatile as an egg．It can be steamed, fried, and baked．It can be eaten by itself or combined with meats and other vegetables．
Eggplant was first grown in India in the 5th century BC．Its popularity soon spread to China and then throughout Asia．Finally, during the Middle Ages the vegetable made its way to Europe．At that time, eggplant was not the shiny purple vegetable most people know today．Instead, it’s like a white egg．Due to this egg - like appearance, eggplant got its name．In its early days, the vegetable was so bitter that people often called it a “mad apple.” This nickname started because people believed its bitterness was bad for one' s health．People actually thought eggplant could cause madness and cancer．
Fortunately today people know that eggplant doesn't cause insanity or cancer．In fact eggplant is so healthy that it may prevent cancer．In addition, the brain and the heart benefit from this super vegetable．Since it's high in fibre, eggplant can improve digestion．
Italy, Turkey, Egypt, China and Japan are the leading growers of eggplant in the world today．Depending on its location, eggplant may be purple, green, orange or yellow - white．And it can be as small as a tomato or as large as a cucumber．Dish varieties range from simple to complex, with all of them being delicious．
Today, thousands of people gather in Loomis, Calif, for the annual Loomis Eggplant Festival．The main activity at the festival is eating delicious eggplant dishes．There is plenty more to do and see, though．Recipe contests, arts and crafts, performers, races and children's activities all “egg – cite” festival - goers．Most people at the festival would agree—eggplant is an “egg—cellent” vegetable．Eggplant got its name because of its _____．
| A．appearance | B．taste | C．color | D．value |
Which of the following does NOT belong to the qualities of eggplant?
| A．It can be cooked in various ways． |
| B．It is easy to digest． |
| C．It can prevent cancer． |
| D．It is valuable and priceless． |
Which of the following is true according to the passage?
| A．Eggplant can be eaten to cure cancer |
| B．Eggplant used to taste bitter． |
| C．India produce the most eggplant in the world today． |
| D．Eggplant has a history of nearly 1,000 years． |
Most people come to the Loomis Eggplant Festival to_____．
| A．see arts and crafts |
| B．enjoy food with eggplants |
| C．take part in recipe contests |
| D．promote eggplant |
When Frida Kahlo's paintings were on show in London, a poet described her paintings as “ a ribbon （丝带）around a bomb”. Such comments seem to suggest Kahlo had a big influence on the art world of her time. Sadly, she is actually a much bigger name today than she was during her time.
Born in 1907 in a village near Mexico City , Kahlo suffered from polio（小儿麻痹症）at the age of seven. Her spine （脊柱）become bent as she grew older. Then, in 1925, her back was broken in several places in a school-bus accident. Throughout the rest of her life, the artist had many operations, but nothing was able to cure the terrible pain in her back. However, the accident had an unexpected side effect. While lying in her bed recovering, Kahlo taught herself to paint.
In 1929, she got married to Diego Rivera, another famous Mexican artist. Rivera’s strong influences on Kahlo’s style can be seen in her early works, but her later works from the 1940s, known today as her best works, show less influence from her husband.
Unfortunately, her works did not attract much attention in the 1930s and1940s, even in her home country. Her first one-woman show in Mexico was not held until 1953.For more than a decade after her death in 1954, Kahlo’s works remained largely unnoticed by the world, but in the 1970s her works began to gain international fame at last. What does the phrase “a much bigger name” in paragraph 1 most nearly mean?
| A．a far better artist |
| B．a far more gifted artist |
| C．a much stronger person |
| D．a much more famous person |
The terrible pain Kahlo suffered was caused by .
| A．polio |
| B．back injuries |
| C．the operations she had |
| D．her bent spine |
Kahlo’s style had become increasingly independent since the .
| A．1950s | B． 1930s | C．1940s | D．1970s |
What is author’s attitude toward Kahlo?
| A．Devotion | B．Sympathy | C．Worry | D．Encouragement |