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.
28. 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.
29. 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
30. 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
BAC
社会现象类阅读概念:
这类文章通过写人记事来揭示文章的主题,显示其社会意义,一般采用顺序或倒叙来叙述。题目经常是一些细节问题。考查的方面可以是原因和其中引发的思考。
社会现象类阅读解题技巧:
这类文章通过写人记事来揭示文章的主题,显示其社会意义,一般采用顺序或倒叙来叙述。题目经常是一些细节问题。考查的方面可以是原因和其中引发的思考。阅读这类文章要理清思路。
1、浏览试题,明确要求。
在阅读文章前,最好先浏览一下文章后面的题干和选项。知道了问题后再去看文章,可使思路更敏捷,而且也便于阅读时留意文中出现的与选项有关的信息。
2、通读全文,抓住主要内容。
在不影响理解的前提下,尽可能地阅读以便在尽可能短的时间内理解文章或段落的内容。阅读时,如遇到不熟悉的单词、词组或一时看不懂的句子,不要停下来苦思冥想,继续读下去,通过上下文的词语和句子可能就理解了。
3、抓住中心思想和段落大意。
通读全文时,要特别注意主题句。每篇文章或每个段落都有与文章有关的句子,尤其是科技、政论性文章的主题句一般都在文章的开头或结尾,插在中间的很少。所以,文章的第一段或开头的第一、二个句子往往包含着文章的中心思想、作者的意图或全文的概述,因此要特别注意,彻底理解。
4、有针对性地仔细阅读,找寻所需信息。
在前面的基础上,可进行有针对性地阅读了。把与问题无关的内容一扫而过,而对于和问题有关的内容认真阅读,还可以用笔在下面做出记号。再把这些信息与问题的要求结合起来,逐条分析,综合判断,找出正确答案。
5、进行合理的推理判断。
对文章有了全面的了解之后,可以按照文章要求以及上下文之间的关系,做出推理判断。在进行推理判断的时候,需要综合考虑句型、语法、句子之间的逻辑关系、文化背景等方面的因素。
6、认真复读,验证答案。
要用全文的中心思想统帅各个题目,研究其内在联系和逻辑关系,并依次审核那些还未打上的题目,确保理解无误。
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