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.
【小题1】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. |
| 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 |
| A．explain the origin of advertising |
| B．predict the future of advertising |
| C．expose problems in advertising |
| D．provide suggestions for advertising |
| 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 |
| A．the history of advertising |
| B．the benefits of advertising |
| C．the early forms of advertising |
| D．the basic design of advertising |
阅读快车系列答案科目：高中英语 来源： 题型：阅读理解
Science is a dominant theme in our culture. Since it touches almost every facet of our life, educated people need at least some acquaintance with its structure and operation. They should also have an understanding of the subculture in which scientists live and the kinds of people they are. An understanding of general characteristics of science as well as specific scientific concepts is easier to attain if one knows something about the things that excite and frustrate the scientist.
This book is written for the intelligent student or lay person whose acquaintance with science is superficial; for the person who has been presented with science as a musty storehouse of dried facts; for the person who sees the chief objective of science as the production of gadgets; and for the person who views the scientists as some sort of magician. The book can be used to supplement a course in any science, to accompany any course that attempts to give an understanding of the modern world, or – independently of any course – simply to provide a better understanding of science. We hope this book will lead readers to a broader perspective on scientific attitudes and a more realistic view of what science is, who scientists are, and what they do. It will give them an awareness and understanding of the relationship between science and our culture and an appreciation of the roles science may play in our culture. In addition, readers may learn to appreciate the relationship between scientific views and some of the values and philosophies that are pervasive in our culture.
We have tried to present in this book an accurate and up-to-date picture of the scientific community and the people who populate it. That population has in recent years come to comprise more and more women. This increasing role of women in the scientific subculture is not an unique incident but, rather, part of the trend evident in all segments of society as more women enter traditionally male-dominated fields and make significant contributions. In discussing these changes and contribution, however, we are faced with a language that is implicitly sexist, one that uses male nouns or pronouns in referring to unspecified individuals. To offset this built-in bias, we have adopted the policy of using plural nouns and pronouns whenever possible and, when absolutely necessary, alternating he and she. This policy is far form being ideal, but it is at least an acknowledgment of the inadequacy of our language in treating half of the human race equally.
We have also tried to make the book entertaining as well as informative. Our approach is usually informal. We feel, as do many other scientists, that we shouldn’t take ourselves too seriously. As the reader may observe, we see science as a delightful pastime rather than as a grim and dreary way to earn a living.
【小题1】According to the passage, ‘scientific subculture’ means
[A] cultural groups that are formed by scientists.
people whose knowledge of science is very limited.
[C] the scientific community.
[D] people who make good contribution to science.
【小题2】We need to know something about the structure and operation of science because
[A] it is not easy to understand the things that excite and frustrate scientists.
Science affects almost every aspect of our life.
[C] Scientists live in a specific subculture.
[D] It is easier to understand general characteristics of science.
【小题3】The book mentioned in this passage is written for readers who
[A] are intelligent college students and lay person who do not know much about science.
are good at producing various gadgets.
[C] work in a storehouse of dried facts.
[D] want to have a superficial understanding of science.
【小题4】According to this passage,
[A] English is a sexist language.
only in the scientific world is the role of women increasing rapidly.
[C] women are making significant contributions to eliminating the inadequacy of our language.
[D] male nouns or pronouns should not be used to refer to scientists.
【小题5】This passage most probably is
[A] a book review.
the preface of a book.
[C] the postscript of a book.
[D] the concluding part of a book.
Vocabulary
subculture 亚文化群（指在一个社会或一种文化内具有独特性的一群人）
superficial 肤浅的，浅薄的，表面的
lay person 外行，门外汉，俗人
musty 发毒的，老朽的，陈腐的
gadget 小玩意儿，小配件，新发明
pervasive 渗透的，弥漫的，遍布的
populate 居住于……中，在……中占一席之地
implicit 含蓄的，内含的
unspecified 未特别提出的
offset 抵消，补偿
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科目：高中英语 来源： 题型：阅读理解
Today's word, pan, takes us back to the days of the gold rush in California.
On January 24th, 1848, a man named James Wilson Marshall discovered gold in California. The news spread quickly. Thousands rushed west. They traveled on foot, on horseback and by boat to reach the gold fields. By 1849, the great gold rush was on. Towns and cities grew overnight. Throughout California --- in the mountains, along the streams and rivers --- thousands of people searched for gold.
Some found areas of mountain rock thick with gold. These men got rich. But such areas were few and quickly claimed by the first men to find them. Others searched for gold in the rivers coming down the mountains. They were after pieces of gold that the rains had washed down from above .
The only way to find this gold was by panning. First a gold miner put dirt in a metal pan and added water. Then he shook the pan so that the water would wash the dirt. Slowly, he poured the water out of the pan. If he was a lucky miner, pieces of gold would remain.
Across the nation, newspapers carried stories of the gold being found. Each one hoped that the place he claimed panned out well --- had some gold.
For many, gold mining did not pan out. For a few, it panned out well. But in time, huge machines were built that could wash many tons of dirt at a time. Panning died out.
The word, however, remained in the language. Today, Americans still say, “ It panned out well ,” when something they have done pleases them. A business, a discovery, a simple event pans out well if it is successful. Unhappily, sometimes things do not pan out.
In recent years, the word pan has taken on another meaning. Today, it also means to criticize. How it got this meaning is hard to discover. But the job of a critic is to sometimes pan the work of a writer, artist or singer.
【小题1】Why did so many people flood to California in 1848?
| A．Because towns and cities there developed quickly. |
| B．Because the mountains in California were a great place for travel. |
| C．Because they wanted to get rich by looking for gold. |
| D．Because the land of California was fertile at that time. |
| A．Everything turned out well | B．Nothing could be worse |
| C．It's not the case | D．It's a pity |
| A．To tell us some stories about the gold rush. |
| B．To introduce the word "pan" in American English. |
| C．To teach us how to look for gold in rivers. |
| D．To introduce the history of the gold rush in California |
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科目：高中英语 来源： 题型：阅读理解
People often say that money talks. They mean that a person with a lot of money can say how he or she wants things done. But it is not easy to earn enough money to gain this kind of power. Ask anyone in a business, they will tell you that it is a jungle out there. The expression probably began because the jungle is filled with wild animals and unknown dangers that threaten people. Sometimes people in business feel competing businesses are as dangerous as wild animals. And they feel that unknown dangers in the business world frighten the survival of their business.
People in business have to be careful, if they are to survive the jungle out there. They must not be led into making bogus investments. Bogus means something that it is not real. Nobody is sure how the word got started. But it began to appear in a American newspapers in 1800s. A newspaper in Boston Massachusetts said the word came from a criminal whose name was Bogazy. The newspaper said Bogazy wrote checks to people, although he did not have enough money in the bank. After he wrote the checks, he would flee from town. So people who were paid with his checks received nothing. The newspaper said Americans shortened and changed to the criminal's name Bogazy to bogus.
People try to earn money also must be aware of being ripped off. A person who is ripped off has had something stolen or at least has been treated very unfairly. A writer for the magazine American Speech said he first saw the expression used in 1971. It was on a sign that a student carried during a protest demonstration at a university. The message on the sign was that the student felt ripped off or cheated. Perhaps the best way to prevent getting ripped off in business is to not try to get rich quickly.
To be successful, a person in business works hard and tries to get down to brass tacks. This expression means to get to the bottom or most important part of something. For example, a salesman may talk and talk about his product without saying the price. You get down to brass tacks when you say it sounds good but how much does it cost？
Word expert Charles Funk thinks the expression comes from sailors on ships. They clean the bottom of a boat. When they have removed all the dirt, they are down to the brass tacks, the copper pieces that hold the boat together. So if we get down to brass tacks, we can prevent rip-offs and bogus ways of earning money in that jungle out there. And some good luck will help too.
【小题1】This passage is mainly written to________.
| A．explain several expressions related to money |
| B．tell us some skills of learning English words |
| C．tell us the secret of how to do business |
| D．tell us the power of money |
| A．doing business is as exciting as living in a jungle |
| B．businessmen are as dangerous as animals in a jungle |
| C．doing business is as difficult as living in a jungle |
| D．businessmen are as careful as people living in a jungle |
| A．real | B．beautiful | C．good | D．new |
| A．The name of a very successful businessman. |
| B．The name of a criminal who cheated others. |
| C．The name of a famous newspaper in Boston. |
| D．The name of a check written by a criminal. |
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科目：高中英语 来源： 题型：阅读理解
(2013·高考新课标全国卷Ⅱ，B)In 1947 a group of famous people from the art world headed by an Austrian conductor decided to hold an international festival of music，dance and theatre in Edinburgh.The idea was to reunite Europe after the Second World War.
It quickly attracted famous names such as Alec Guinness，Richard Burton，Dame Margot Fonteyn and Marlene Dietrich as well as the big symphony orchestras(交响乐团)．It became a fixed event every August and now attracts 400,000 people yearly.
At the same time，the “Fringe” appeared as a challenge to the official festival.Eight theatre groups turned up uninvited in 1947，in the belief that everyone should have the right to perform，and they did so in a public house disused for years.
Soon，groups of students firstly from Edinburgh University，and later from the universities of Oxford and Cambridge，Durham and Birmingham were making the journey to the Scottish capital each summer to perform theatre by littleknown writers of plays in small church halls to the people of Edinburgh.
Today the“Fringe”，once less recognized，has far outgrown the festival with around 1,500 performances of theatre，music and dance on every one of the 21 days it lasts.And yet as early as 1959，with only 19 theatre groups performing，some said it was getting too big.
A paid administrator was first employed only in 1971，and today there are eight administrators working all year round and the number rises to 150 during August itself.In 2004 there were 200 places housing 1,695 shows by over 600 different groups from 50 different countries.More than 1.25 million tickets were sold.
【小题1】What was the purpose of Edinburgh Festival at the beginning?
| A．To bring Europe together again. |
| B．To honor heroes of World War Ⅱ. |
| C．To introduce young theatre groups. |
| D．To attract great artists from Europe. |
| A．They owned a public house there. |
| B．They came to take up a challenge. |
| C．They thought they were also famous. |
| D．They wanted to take part in the festival. |
| A．Popular writers. |
| B．University students. |
| C．Artists from around the world. |
| D．Performers of music and dance. |
| A．has become a nonofficial event |
| B．has gone beyond an art festival |
| C．gives shows all year round |
| D．keeps growing rapidly |
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科目：高中英语 来源： 题型：阅读理解
Each year on February 2nd, there is special festival called Groundhog Day (土拨鼠日 )' forecasting event in Punxsutawney, Pennsylvania. When it comes, people from around the world, including 5,000 in the small town today, watch this tongue-twisting(发音饶舌的) small town for a sign from one groundhog that supposedly predicts when that years' spring will arrive.
If it's a cloudy day outside when the groundhog pops from its cave, then spring will arrive early that year. However, if it is sunny outside, the groundhog will supposedly be scared by its own shadow, hiding underground for six more weeks of cold weather.
Of course, Punxsutawney Phil's prediction is no more able to guarantee the extended forecast than your local weatherman. ABC News reports that an analysis by the National Climate Data Center found that Phil's predictions are more often wrong than right.
Philis is also found to have made some unpleasant predictions. Ever since 1887, he has predicted 99 extended winters and just 16 early springs .Nine of the years' predictions were unavailable, according to ABC.
The holiday began as a German tradition in 18th century and became even more of a cultural phenomenon after the 1993 film Groundhog Day starring Bill Murray.
Punxsutawney Phil has become a celebrity in his own right. Each year, the fatter animal with long teeth is watched by millions as he emerges from a cave in the town he is named after. Phil has become so beloved by the town that he actually lives in the local library with his “wife" Phyllis.
Taking inspiration from the hard state of Bill Murray’s character in the classic film, Yahoo contributor Owen Rust says Groundhog Day is a good time to reflect on one’s routines.
【小题1】The underlined word “pops” means “ ”.
| A．escapes | B．appears | C．increases | D．hides |
| A．some of the predictions were unavailable |
| B．Phil wants to do that for fun |
| C．Phil likes to make unpleasant predictions |
| D．he has predicted more late springs |
| A．By an accident. |
| B．From people's life improving. |
| C．By his own attractive force |
| D．From much money raised by the town. |
| A．The National Climate Data Center |
| B．A German tradition |
| C．A tongue-twisting small town |
| D．Groundhog Day weather forecasting |
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科目：高中英语 来源： 题型：阅读理解
American colleges and universities consider a number of things about a student who wants to be admitted. Experts say the most important thing is the students’ high school record. Besides, student's interests and activities may also play a part in getting accepted. But in most cases another consideration is how well the student did on college entrance exams. Here we’d like to discuss two of these tests: the SAT and the ACT. Most American schools accept either one.
The SAT measures reasoning skills in mathematics and language. Students have almost four hours to complete the SAT. The newest part is an essay. Students have twenty-five minutes to write an answer to a question.
The SAT costs 41.5$. Besides, the international processing charge is 22$ more. And test-takers in India and Pakistan must also pay a 21.5 $ security charge.
Students may also need to take SAT subject tests in areas like history, science and foreign language. Subject tests cost eighteen dollars each.
The ACT is an achievement test. It is designed to measure what a student has learned in school. Students are tested in mathematics, English, reading and science. A writing test is offered but not required. Without it, the ACT takes about three hours to complete. The essay part adds thirty minutes.
The ACT costs forty-nine dollars to take outside the United States. The writing test costs an additional fourteen dollars.
【小题1】What’s most important in students’ admission to American colleges and universities?
| A．High school record |
| B．Interests and activities |
| C．Performances in SAT and ACT |
| D．Skills in mathematics and language |
| A．21.5 dollars | B．63 dollars | C．85 dollars | D．43.5 dollars |
| A．It usually takes about three hours to complete the SAT. |
| B．There are only two ways for students to enter a college or a university. |
| C．The ACT measures mathematics, English, reading and science. |
| D．The two tests are specially designed for students outside America. |
| A．College Entrance Exams in America |
| B．The Way to America Colleges |
| C．The Cost of American Colleges |
| D．Important Things in College Entrance |
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科目：高中英语 来源： 题型：阅读理解
Americans use many expressions with the word dog. People in the United States love their dogs and treat them well. They take their dogs for walks, let them play outside and give them good food and medical care. However, dogs without owners to care for them lead a different kind of life. The expression, to lead a dog's life, describes a person who has an unhappy life.
Some people say we live in a dog-eat-dog world. That means many people are competing for the same things, like good jobs. They say that to be successful, a person has to work like a dog. This means they have to work very, very hard. Such hard work can make people dog-tired. And, the situation would be even worse if they became sick as a dog.
Still, people say every dog has its day. This means that every person enjoys a successful period during his or her life. To be successful, people often have to learn new skills. Yet, some people say that you can never teach an old dog new tricks. They believe that older people do not like to learn new things and will not change the way they do things.
Some people are compared to dogs in bad ways. People who are unkind or uncaring can be described as meaner than a junkyard dog. Junkyard dogs live in places where people throw away things they do not want. But mean dogs are often used to guard this property. They bark or attack people who try to enter the property. However, sometimes a person who appears to be mean and threatening is really not so bad. We say his bark is worse than his bite.
Dog expressions also are used to describe the weather. The dog days of summer are the hottest days of the year. A rainstorm may cool the weather. But we do not want it to rain too hard. We do not want it to rain cats and dogs.
【小题1】A person who lives an unhappy life can be described as “_______”.
| A．becoming sick as a dog | B．leading a dog’s life |
| C．living in a dog-eat-dog world | D．Working like a dog |
| A．violent | B．selfish | C．wild | D．Poor |
| A．Everyone can be successful if he learns from the old. |
| B．It might be difficult for the young to learn new skills. |
| C．Junkyard dogs are careful in money arrangement. |
| D．Fierce persons aren’t so awful as their appearance sometimes. |
| A．listing reasons | B．using idioms |
| C．giving examples | D．Making comparisons |
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科目：高中英语 来源： 题型：阅读理解
People in the United States honor their parents with two special days：Mother＇s Day, on the second Sunday in May, and Father＇s Day, on the third Sunday in June．These days are set aside to show love and respect for parents．They raise their children and educate them to be responsible（有责任感的） citizens．They give love and care．These two days make us think about the changing roles of mothers and fathers．More mothers now work outside the home．More fathers must help with child care．
These two special days are celebrated in many different ways．On Mother’s Day people wear carnations．A red one symbolizes a living mother．A white one shows that the mother is dead．Many people attend religious services to honor parents．It is also a day when people whose parents are dead visit the cemetery（墓地）．On these days families get together at home, as well as in restaurants．They often have outdoor barbecues for Father＇s Day．These are days of fun and good feelings and memories．
Another tradition is to give cards and gifts．Children make them in school．Many people make their own presents．These are valued more than the ones bought in stores．It is not the value of the gift that is important, but it is “the thought that counts”．Greeting card stores, florists, candy makers, bakeries, telephone companies, and other stores do a lot of business during these holidays．
【小题1】Which is NOT a reason for children to show love and respect for parents?
| A．Parentsbringchildren |
| B．Parentsgiveloveandcaretochildren |
| C．Parentseducatechildrentobegoodpersons. |
| D．Parentspassawaybeforechildrengrowup |
| A．Mother’sDayandFather’sDayarebothinMay. |
| B．Fewerwomenworkedoutsidethehomeinthepast |
| C．Notallthechildrenrespecttheirparents |
| D．Fathersarenotasimportantasmothersathome |
| A．It has only two kinds of colors． |
| B．It refers to the special clothes people wear on Mother’s Day or Father’s Day． |
| C．People can wear carnations only on the second Sunday in May． |
| D．It’s a kind of flower showing love and best wishes． |
| A．everyone goes to visit the cemetery |
| B．people usually have family parties |
| C．children always go to parents’ home |
| D．hand-made cards are the most valuable gifts |
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