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 |
【小题1】B
【小题2】B
【小题3】A
【小题4】D
【小题5】C
解析【小题1】解析 细节理解题。根据第一段第二、三句和下文所举的两个例子可知：劳动的专业化导致广告业的开始。
答案 B
【小题2】解析 细节理解题。根据文章第四段中的“First he opened a shop and then he put up a sign outside the shop...”可知。
答案 B
【小题3】解析 推理判断题。作者通过讲故事用简单的逻辑推理知识解释广告业的起源。
答案 A
【小题4】解析 细节理解题。根据文章最后一句“His job was，in other words，not too different from a TV or radio commercial in today’s world.”可知，crier所起的作用就是我们今天电视或收音机里的商品广告。
答案 D
【小题5】解析 概括大意题。最后两段描述了广告业的原始的、早期的形式，故C项符合。
答案 C
名校课堂系列答案科目：高中英语 来源： 题型：阅读理解
Londoners are great readers. They buy vast numbers of newspapers and magazines and of books --- especially paperbacks, which are still comparatively cheap in spite of ever-increasing rises in the costs of printing. They still continue to buy “proper” books, too, printed on good paper and bound (装订) between hard covers.
There are many streets in London containing shops which specialize in book-selling. Perhaps the best known of these is Charring Cross Road in the very heart of London. Here bookshops of all sorts and sizes are to be found, from the celebrated one which boasts of being “the biggest bookshop in the world” to the tiny, dusty little places which seem to have been left over from Dickens’ time. Some of these shops stock, or will obtain, any kind of book, but many of them specialize in second-hand books, in art books, in foreign books, in books on philosophy, politics or any other of the countless subjects about which books may be written. One shop in this area specializes only in books about ballet!
Although it may be the most convenient place for Londoners to buy books, Charring Cross Road is not the cheapest. For the really cheap second-hand books, the collector must venture off the beaten track, to Farringdon Road, for example, in the East Central district of London. Here there is nothing so impressive as bookshops. The booksellers come along each morning and pour out their sacks of books onto small hand carts. And the collectors, some professionals and some amateurs, have been waiting for them. In places like this they can still, occasionally, pick up for a few pence an old one that may be worth many pounds.
【小题1】”Londoners are great readers” means that ___________.
| A．Londoners are great because they read a lot. |
| B．There are a great number of readers in London. |
| C．Londoners read a lot. |
| D．Londoners are readers who read only great books. |
| A．is in the suburbs of London | B．is the busiest street in London |
| C．contains various kinds of shops | D．is famous for its bookshops |
| A．move away from a busy street |
| B．buy books in a most busy street |
| C．waste time looking for books |
| D．take a risk of losing one’s life |
| A．you can find fine bookshops for the latest books |
| B．there are only small bookshops for the second-hand books |
| C．you can see book sellers selling books on hand-carts |
| D．the same books as the ones in the bookshops of Charring Cross Road are sold |
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科目：高中英语 来源： 题型：阅读理解
Tattoos and body piercings(穿孔) have moved up on the trend list in recent years.Around Western schools lots of teens are sporting new holes and “flesh ink”(纹身)．As with all other subjects, the Chinese will surely have to deal with this situation with respect to their children.To get a better view of what has happened in the West, let's sit down and hear what they say.
Tiara from Indiana：
I personally think body piercing is sickening.If there were supposed to be holes in your body, you would have been born with them.I do, however, think that ear piercing is not wrong.There is a difference between ear piercing and belly button piercing.Ear piercing is not nearly as dangerous.I would be sick if someone stuck a needle in my belly button.
Lee from Illinois：
Hi! I live in Illinois.I am 23.I have 12 tattoos and three piercings.I love my tattoos and consider myself an art collector.You would be surprised at who has given me the thumbs up on my art work.People on the street stop me to look at the tattoo on my leg.Most of them don't know what it is.They just think the work itself is great.
Subotai from California：
I'm not forbidden of selfexpression, but when I see high school students getting these piercings, I really wonder.In some cases, the drive is deeper and darker than mere fashion.A friend of mine tried piercing her own tongue with a safety pin.It got infected and she had a tongue the size of a cow's.
Jackson from Ohio：
I don't think it is wrong, but when people do it all over the place like their face and everything—I think that's ridiculous.People who get the big “dragons that cover the whole body—I don't think that's necessary.” When I see naked chicks on guys, I think, “You have no respect for women.”
【小题1】Who doesn't think tattoos and piercings except ear piercing are beautiful?
| A．Jackson. | B．Lee. | C．Tiara. | D．Subotai. |
| A．tattoos and piercings are a new kind of elegant art |
| B．all the teachers in the West are in favour of tattoos and piercings |
| C．everything is changeable as time goes on |
| D．it is necessary to live with different views of beauty |
| A．Body Art or Causing Damage |
| B．Doing Damage to the Young People's Bodies |
| C．Young People's Different Curiosities |
| D．The Latest Fashion |
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科目：高中英语 来源： 题型：阅读理解
Most people buy a lot of gifts just before Christmas. But some people think we buy too much. They have started a special day called Buy Nothing Day. They don’t want anyone to go shopping that day.
Buy Nothing Day is November 29. It’s 25 days before Christmas. It’s after Thanksgiving and often the first day of Christmas shopping. At this time, we see ads in newspapers and on TV telling us to “buy, buy, buy!”
The idea for Buy Nothing Day started in Vancouver, British Columbia. Now people all over the world celebrate Buy Nothing Day. In California, parents and children get together to read stories, sing songs, and paint pictures. The children talk about why they don’t need a lot of toys. This year, in Manchester, England, people dressed up to tell people that we buy too much.
In Albuquerque, New Mexico, high school students wanted to tell other students about Buy Nothing Day. They organized a spaghetti dinner to give people information about Buy Nothing Day. They asked restaurants in the neighborhood to donate the food. They made posters and talked to other students about it. The dinner was a big success, and many students agreed not to buy anything on November 29. The students at high school liked the idea of this new tradition. Next year, they want to have another dinner to tell more people about Buy Nothing Day!
【小题1】Which of the following is NOT the day for people to celebrate Buy Nothing Day?
| A．The first day after Christmas. | B．25 days before Christmas. |
| C．After Thanksgiving. | D．November 29 |
| A．Before Thanksgiving. | B．On Christmas. |
| C．Anytime. | D．Before Christmas. |
| A．In California, parents and children get together to play games. |
| B．In England, people celebrated by performing plays. |
| C．They bought nothing and made the others decide not to. |
| D．In Mexico, high school students dressed up. |
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科目：高中英语 来源： 题型：阅读理解
Men are spending more and more time in the kitchen encouraged by celebrity (名人) chefs like Gordon Ramsay and Jamie Oliver, according to a report from Oxford University.
The effect of the celebrity role models, who have given cooking a more manly picture, has combined with a more general drive towards sexual equality and men now spend more than twice the amount of time preparing meals than they did in 1961.
According to the research by Prof. Jonatahn Gershuny, who runs the Centre for Time Research at Oxford, men now spend more than half an hour a day cooking, up from just 12 minutes a day in 1961.
Prof. Gershuny said, “The man in the kitchen is part of a much wider social trend. There has been 40 years of sexual equality, but there is another 40 years probably to come.”
Women, who a generation ago spent nearly two hours a day cooking, now spend just one hour and seven minutes—a great fall, but they still spend far more time in the kitchen than men.
Some experts have named these men in aprons as “Gastrosexuals (men using cooking skills to impress friends)”, who have been inspired to pick up a kitchen knife by the success of Ramsay, Oliver as well as other male celebrity chefs such as Hugh Fearnley-Whittingstall, Marco Pierre White and Keith Floyd.
“I was married in 1974. When my father came to visit me a few weeks later, I was wearing an apron when I opened the door. He laughed,” said Prof. Gershuny. “That would never happen now.”
Two-thirds of adults say that they come together to share at least three times a week, even if it is not necessarily around a kitchen or dining room table. Prof. Gershuny pointed out that the family meal was now rarely eaten by all of its members around a table—with many “family meals” in fact taken on the sofa in the sitting room, and shared by family members. “The family meal has changed a lot, and few of us eat—as I did when I was a child—at least two meals a day together as a family. But it has survived in a different format.”
【小题1】What is one reason behind the trend that men spend more time cooking than before?
| A．The improvement of cooks’ status. |
| B．The influence of popular female chefs. |
| C．The change of female’s view on cooking. |
| D．The development of sexual equality campaign. |
| A．Men spend more time cooking than women nowadays. |
| B．Women spend much less time on cooking than before. |
| C．It will take 40 years before men spend more time at the stove than women. |
| D．There is a sharp decline in the time men spend on cooking compared with 1961. |
| A．It has become a thing of the past. |
| B．It is very different from what it used to be. |
| C．It shouldn’t be advocated in modern times. |
| D．It is beneficial to the stability of the family. |
| A．The Changes of Family Meals |
| B．Equality between Men and Women |
| C．Cooking into a New Trend for Men |
| D．Cooking—a Thing of the Past for Women |
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科目：高中英语 来源： 题型：阅读理解
Pop stars today enjoy what once only belonged to the royalty(皇室)．Wherever they go，people turn out in their thousands to greet them.The crowds go wild trying to catch a brief glimpse of their smiling，colorfully dressed idols.The stars are transported in their chauffeur driven Rolls Royces，private helicopters or executive aeroplanes.They are surrounded by a permanent entourage(随从)of managers，press agents and bodyguards.Photographs of them appear regularly in the press and all their comings and goings are reported，for，like royalty，pop stars are news.If they enjoy many of the privileges of royalty，they certainly share many of the inconveniences as well.It is dangerous for them to make unscheduled appearances in public.They must be constantly shielded from the adoring crowds who idolize them.They are no longer private individuals，but public property.The financial rewards they receive for this sacrifice cannot be calculated，for their rates of pay are great.
And why not？Society has always rewarded its top entertainers lavishly.The great days of Hollywood have become legendary：famous stars enjoyed fame，wealth and adulation(奉承)on an all time scale.By today's standards，the excesses of Hollywood do not seem quite so spectacular.A single gramopphone record nowadays may earn much more in royalties than the films of the past ever did.The competition for the title“Top of the Pops”is fierce，but the rewards are truly huge.
It is only right that the stars should be paid in this way.Don't the top men in industry earn enormous salaries for the service they perform to their companies and their countries？Pop stars earn vast sums in foreign currency—often more than large industrial companies—and the taxman can only be grateful for their massive annual contributions to the exchequer(国库)．So who would begrudge them their rewards?
It's all very well for people in boring jobs to complain about the successes and rewards of others.People who make envious remarks should remember that the most famous stars represent only the tip of the iceberg.For every famous star，there are hundreds of others struggling to earn a living.A man working in a steady job and looking forward to a pension at the end of it has no right to expect very high rewards.He has chosen security and peace of mind，so there will always be a limit to what he can earn.But a map who attempts to become a star is taking enormous risks.He knows at the outset that only a handful of competitors ever get to the very top.He knows that years of concentrated effort may be rewarded with complete failure.But he knows，too，that the rewards for success are very high indeed：they are the payback for the huge risks involved and once he makes it，he will certainly earn them.That's the essence of private enterprise.
【小题1】The author develops the passage mainly by ________.
| A．comparing different ideas |
| B．giving explanations |
| C．inferring |
| D．listing typical examples |
| A．be jealous of | B．be satisfied with |
| C．be anxious about | D．be crazy about |
| A．He who laughs last laughs best. |
| B．If you venture nothing，you will gain nothing. |
| C．He who makes no mistakes makes nothing. |
| D．Success belongs to the persevering. |
| A．People are blind in idolizing stars. |
| B．There is fierce competition in becoming pop stars. |
| C．The government taxes pop stars very little. |
| D．Pop stars' life is more luxurious than that of royalty. |
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科目：高中英语 来源： 题型：阅读理解
A father in Wuhan, nicknamed "Eagle Dad" for his controversial parenting style, has dismissed critics' claims that he pushes his 4-year-old son too hard.
Police officer Wang Shaoyan came under the spotlight this month after his child took part in an 18-kilometer race in the Hubei provincial capital.
Some parents attacked his methods of extreme physical training, while others reacted strongly to his admission that he regularly exposes the youngster to cold showers. "I just want my son to reach his full potential," Wang said, adding that 4-year-old son not only runs 3 km every day he also takes cold showers from time to time to strengthen his body's resistance and willpower.
"He has never taken any sick leave from kindergarten," he said proudly. However, some parents find his methods too extreme.
"I'm not sure a 4-year-old is prepared for such intense training," said Zhang Ruxia a woman who gave birth to two boys in October in Tianjin. "You can have good intentions to train your child at an early age but you also have to consider whether he can take it." Wang responded by saying children are too young to make decisions, and it is up to parents to lead them on the right path.
"I read many materials before and the whole process is step-by-step without pushing or imposing on my son," Wang said. The father said he was not acting rashly but following a scientific way of education. He said the doubts about his methods reflect the declining standards of modern education.
"Many people in Japan give their children cold showers too ,and no one is fussing about it，" he said. The traditional way of education applied by most of his peers might not necessarily help bring the best out of a child he said.
Wang said in addition to the physical training, he has also laid out a detailed and particular program to strengthen the intelligence of the child. "I have hired some university students to expand his knowledge in natural sciences, while playing the video for English-language teaching as well," he said.
【小题1】For what reason was Wang made known to the public?
| A．He employed some college students to teach his son. |
| B．He made his kid take a long distance race. |
| C．He exposed his 4-year-old to cold showers. |
| D．He forced his youngster to run 3 km every day. |
| A．Extreme physical training can explore children's full potentials. |
| B．Taking cold showers regularly is beneficial for children's development. |
| C．It's up to parents to lead children on the right path. |
| D．The way to educate children should agree with their age. |
| A．Minding about. | B．Paying attention to. |
| C．Laughing at. | D．Talking about. |
| A．he didn’t take it step by step in a scientific way |
| B．the highly tense work-out was misunderstood |
| C．modern education is not challenging enough |
| D．some parents were jealous of his success |
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科目：高中英语 来源： 题型：阅读理解
Waste can be seen everywhere in the school. Some students ask for more food than they can eat and others often forget to turn off the lights when they leave the classroom. They say they can afford these things. But I don't agree with them.
Waste can bring a lot of problems. Although China is rich in some resources , we are short of others, for example, fresh water(淡水). It is reported that we will have no coal or oil to use in 100 years. So if we go on wasting our resources, what can we use in the future and where can we move? Think about it. I think we should say no to the students who waste things every day. Everybody should stop wasting as soon as possible.
In our everyday life, we can do many things to prevent waste from happening, for example, turn off the water taps when we finish washing, turn off the lights when we leave the classroom, try not to order more food than we need, and so on. Little by little, everything will be changed. Waste can be stopped one day, if we do our best.
【小题1】From the passage we know that some students often ________ in the school.
| A．waste things | B．don't work hard |
| C．eat too much | D．throw rubbish everywhere |
| A．Forest. | B．Fresh water. | C．Oil. | D．Coal. |
| A．We may still have enough oil. |
| B．We may still have enough coal. |
| C．We may have a little oil. |
| D．We may have no coal or oil to use. |
| A．School life | B．Stop Wasting |
| C．Waste in the School | D．Rich Resources in China |
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