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, 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.What probably led to the start of advertisement?
| A．The discovery of iron. |
| B．The development of farming techniques. |
| C．The appearance of new jobs. |
| D．The specialization of labor. |
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．provide suggestions for advertising |
| D．expose problems in advertising |
In ancient Egypt, a crier was probably someone who __________.
| A．had the loudest voice |
| B．took possession of a ship |
| C．functioned like today’s TV or radio commercial |
| D．ran a shop selling goods to farmers |
The last two paragraphs are mainly about __________.
| A．the basic design of advertising |
| B．the early forms of advertising |
| C．the benefits of advertising |
| D．the history of advertising |
I began to send my first e-mail when I was 17. I discovered Google 5 years later. Now, I use the Internet all the time. Internet has become so popular that 90 percent of 12-to-17-year-olds in the United States use the Internet, according to one recent survey, and about half of those kids use it every day. They visit chat rooms and send e-mails. They go to Websites to get information for homework. “Kids are now living in a virtual(虚拟的) world,” says Greenfield, “As the Internet is becoming more and more important for our life, we should worry about one question: Is the Internet good or bad for kids?”“It’s X to answer the question because the Internet involves so many things,” says Justine, a media expert at Northwestern University. “They include networked computer games, news about politics, instant messaging and e-mails to your grandmother. ” So, more and more studies shows that the online world can be helpful in some ways and dangerous in others. “Although it’s not easy to tell whether it’s good or bad,” says Justine, “the Internet, at least, is very useful and can be used widely by everyone in the world. ”
1. What percentage of American 12-to-17-year-olds use the Internet every day?A. About 45% B. About 50% C. About 80% D. About 90%
2.. Greenfield _______. A. is an expect from Northwestern UniversityB. wants to stop all the kids from using the InternetC. is worrying about whether the Internet is good or bad for kidsD. thinks that the Internet is good or bad for kids
3. “X” in the passage should be the word “_______”. A. possible B. difficult C. easy D. good
4. Which is the best title of the passage?A. Don’t Use the Internet B. Kids and EmailsC. Is the Internet Good or Bad D. Two Experts from Universities
Very few people were coming to eat at the White Rose Restaurant and its owner did not know what to do . The food in its restaurant was cheap and good , but nobody seem to want to eat there .Then he did something that changed all that , and in a few weeks his restaurant was always full of men with their lady friends .Whenever a gentleman came in with a lady , a smiling waiter gave each of them a beautiful menu . The menu looked exactly the same on the outside , but there was an important difference inside . The menu that the waiter gave to the men gave the correct price for each dish and each bottle of wine , while the menu that he gave to the lady gave a much higher price . So when the man calmly ordered dish after dish and wine after wine , the lady thought he was much more generous than he really was .
1. How was the food in the White Rose Restaurant ?___________ .
A. Its quality had always been good and its price low
B. It was poor and expensive at first and became much better and less expensive later
C. It was cheap and good at the beginning but became more expensive later
D. It looked beautiful on the outside but it was became more different inside
2. How did the restaurant attract so many people ?______________ .
A. By lowering the price of its food
B. By improving the quality of its food
C. With waiters smiling at the guests when they came into the restaurant and giving them better service while they are
D. By showing men and women menus with different price on them
3. According to this passage , when a man and a woman ate at the restaurant the food was paid by whom ?_____________ .
A. Usually by the man and sometimes by the woman
B. Always by the man only
C. Sometimes by the man only and sometimes by both of the man and the woman
D. Normally by the woman
4. The White Rose succeeded because__________ .
A. women liked their men friends to be generous
B. men liked their women friends to be generous
C. men were more generous than women
D. women were more generous than men
5. People who came to eat at this restaurant were often_________ .
A. men and their old friends B. husbands and wives
C. women and their best friends D. men and their women friends
第三部分：阅读理解（共两节，满分40分）
第一节选择题（共17小题；每小题2分，满分34分）
阅读下列短文，然后从各题所给的四个选项（A、B、C、D）中，选出最佳选项, 并在答题卡上将该项涂黑。
2. 26-meter-tall Yao Ming made his NBA debut （初次登台） on October 23, 2002 and got 6 points for the Houston Rockets in the game. The next day, he got 13 points in another game. 
Most people think that Yao Ming is a born basketball player. But Yao said, “When you watch it on TV, it looks very easy. But when you are playing in the NBA, it is really not so easy. ” He said that joining the Houston Rockets was a new start and a new challenge. “I hope that through very hard work I can make everyone happy and help the Rockets win more games,” he said
Yao Ming speaks some English. Both he and his teammates can understand each other. They don't think there is a language problem. While Yao Ming faces this new challenge, the people of Houston have shown great interest in him and they hope Yao Ming will bring new energy （活力） to the Rockets. The team has started having lessons to learn more about China, and many people who work for the Rockets have learned to speak some Chinese.
1. Yao Ming got 13 points on October _____, 2002.
A. 22 B. 23 C. 24 D. 26
2. Yao Ming said that _____.
A. playing in the NBA was difficult B. it’s hard watching NBA games on TV
C. he was not an NBA star at all D. it was rather boring to play basketball
3. From the passage we can know that Yao Ming ________.
A. will work hard for his team
B. made the highest score in his first NBA game
C. can't understand his teammates
D. teaches the Rockets workers Chinese himself
4. The passage is probably ______.
A. an ad B. a notice C. a news report D. a diary
Thirteen vehicles lined up last March to race across the Mojave Desert，seeking a million in prize money. To win，they had to finish the 142mile's race in less than 10 hours.
Teams and watchers knew there might be no winners at all，because these vehicles were missing a key part—drivers.
DARPA，the Defense Advanced Research Projects Agency，organized the race as part of a push to develop robotic vehicles for future battlefields. But the Grand Challenge，as it was called，just proved how difficult it is to get a car to speed across an unfamiliar desert without human guidance. One had its brake lock up in the starting area. Another began by throwing itself onto a wall. Another got tied up by bushes near the road after 1.9 miles.
One turned upside down. One took off in entirely the wrong direction and had to be disabled by remote(远距离的) control. One went a little more than a mile and rushed into a fence；another managed to go for six miles but stuck on a rock. The “winner，” if there was any，reached 7.8 miles before it ran into a long，narrow hole，and the front wheels caught on fire.
“You get a lot of respect for natural abilities of the living things，” says Reinhold Behringer，who helped design two of the car size vehicles for a company called SciAutonics. “Even ants(蚂蚁) can do all these tasks effortlessly. It's very hard for us to put these abilities into our machines.”
The robotic vehicles，though with necessary modern equipment such as advanced computers and GPS guidance，had trouble figuring out fast enough the blocks ahead that a two-year-old human recognizes immediately. Sure，that very young child，who has just only learned to walk，may not think to wipe apple juice off her face，but she already knows that when there's a cookie in the kitchen she has to climb up the table，and that when she gets to the cookie it will taste good. She is more advanced，even months old，than any machine humans have designed.
48.Watchers doubted if any of the vehicles could finish the race because ______.
A．they did not have any human guidance
B．the road was not familiar to the drivers
C．the distance was too long for the vehicles
D．the prize money was unattractive to the drivers
49.DARPA organized the race in order to ______.
A．raise money for producing more robotic vehicles
B．push the development of vehicle industry
C．train more people to drive in the desert
D．improve the vehicles for future wars
50.From the passage we know “robotic vehicles” are a kind of machines that ______.
A．can do effortlessly whatever tasks living things can
B．can take part in a race across 142 miles with a time limit
C．can show off their ability to turn themselves upside down
D．can move from place to place without being driven by human beings
14 days for just ￡2090 pp
Fully inclusive from the UK
Price covers：International airfares，departure taxes，fuel charges，local transportation，accommodation，all meals，entrance fees，guides，daily tours and visas for UK citizens.
◆Days 1-3：UK—Shanghai
Fly to the great city of Shanghai and in the evening, sample traditional Shanghai food. Visit the beautiful Yu Gardens，Old Town，Shanghai Museum，cross the Great Nanpu Bridge and tour the Pudong area .Also explore Xintiandi with its 1920's style Shikumen buildings and end your stay in Shanghai with an amazing Huangpu River evening tour.
◆Days 4-7：Shanghai—Yangtze River Tour
Fly to Yichang and change (approx.one hour)to board your Yangtze River ship for the next four nights. Enjoy a tour of the Three Gorges Dam(三峡大坝)before sailing on the grand Yangtze River，passing through the impressive Three Gorges. We take a side trip to the Lesser Three Gorges or travel up the Shennong Stream in a peapod boat and enjoy various shore trips along the way.
◆Day 8：Chongqing—Chengdu
Get off in Chongqing and drive to Chengdu for an overnight stay.
◆Days 9-10：Chengdu—Xi'an
Visit the famous Panda Reserve to see the lovely animals. We then fly to the historic city of Xi'an for two nights' stay and enjoy traditional Shuijiao. Next day explore one of the most important discoveries of the 20th Century—the Terracotta Warriors(兵马俑)，followed by the ancient City Wall and a performance of Tang Dynasty dancing.
◆Days 11-13：Xi'an—Beijing
Visit Little Wild Goose Pagoda and see the ancient objects at the well-known Shaanxi Provincial Museum before walking through the lively Muslim Quarter to see the Great Mosque. Later fly to Beijing for three nights' stay and try Peking Duck.During our stay in Beijing，we stroll through Tian'anmen Square to the Forbidden City，the largest and best preserved collection of ancient buildings in China，and visit the Summer Palace. Next day we take a walk on the Great Wall，tour the unique Temple of Heaven and enjoy an attractive Chinese Acrobatic Show.（杂技）
◆Day 14：Beijing—UK
Fly back to the UK，arriving home later the same day filled with happy memories.
44.The underlined word “sample” in the passage probably means “______”．
A．buy B．reserve C．taste D．make
45.The first and last scenic spots to be visited in Xi'an are______.
A．the Terracotta Warriors and the Great Mosque
B．the Terracotta Warriors and Shaanxi Provincial Museum
C．Little Wild Goose Pagoda and the Great Mosque
D．Little Wild Goose Pagoda and the Muslim Quarter
46.Which of the following is TRUE according to the ad?
A．The tourists will have to pay extra for fuel and meals.
B．The tourists will visit the 1920's Shikumen buildings in Beijing.
C．The tourists will take a side trip to the Three Gorges Dam during the tour.
D．The tourists will stay in Beijing for three nights before leaving for the UK.
47.The ad is mainly intended to______.
A．encourage the British to travel in China
B．attract the British to traditional Chinese food
C．offer services of booking air tickets to tourists
D．provide the British with a better understanding of China