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 |
科目：高中英语 来源： 题型：阅读理解
Grasshoppers are having to change their song — one of the iconic sounds of summer — to make themselves heard above the noise of road traffic, ecologists have discovered. The study, published in the British Ecological Society's journal Functional Ecology, is the first to show that human-made noise affects natural insect populations. Animals use sound to communicate for many reasons, including marking out territory, warning of predators and finding mates, and although previous research shows birds, whales and even frogs change their calls in noisy environments, the impact of human-made noise on insects has been neglected until now. Ulrike Lampe and colleagues from the University of Bielefeld in Germany caught 188 male bow-winged grasshoppers, half from quiet locations and half from beside busy roads. The grasshoppers use their song to attract mates.
The team then studied the differences in the two groups' songs in the laboratory. To encourage them to sing they exposed the males to a female grasshopper, and then recorded their courtship songs. Analysis of almost 1,000 recordings revealed grasshoppers living beside noisy roads produced different songs to those living in quieter locations.
According to Lampe: "Bow-winged grasshoppers produce songs that include low and high frequency components. We found that grasshoppers from noisy habitats increase the volume of the lower-frequency part of their song, which makes sense since road noise can mask signals in this part of the frequency spectrum(频谱)."
The team's findings are important because traffic noise could be upsetting the grasshopper's mating system(交配系统). "Increased noise levels could affect grasshopper courtship in several ways. It could prevent females from hearing male courtship songs properly, prevent females from recognizing males of their own species, or impair females' ability to estimate how attractive a male is from his song," Lampe explains.
Having discovered that human-made noise affects insect communication, the researchers now want to learn more about how the mechanism works, and whether the grasshoppers adapt to noise during their development as larvae（幼虫）, or whether males from noisy habitats produce different songs due to genetic differences.
The bow-winged grasshopper is a common species in Central Europe. Adults occur mainly between July and September, preferring dry grasslands. Around 1.5 cm long, they vary in colour from green and browns to red and purple. The male's song consists of 2 second-long phrases that increase in amplitude (振幅) towards the end. The beginning of a phrase is characterized by slower ticking sounds that increase in speed and amplitude, leading to a buzzing sound towards the end of the phrase. A courtship song usually includes 2 phrases.
【小题1】The author wrote the article to _________________.
| A．introduce how grasshoppers make noises to attract mates. |
| B．raise the awareness of protecting bow-winged grasshoppers. |
| C．inform us of a recent discovery of ecological research. |
| D．warn us that human-made noise has changed ecological system. |
| A．Bow-winged grasshoppers use their songs to communicate. |
| B．Grasshoppers change their songs to adapt to the noisy environment. |
| C．Grasshoppers’ songs include both low and high frequency components. |
| D．Bow-winged grasshoppers are a common species in Central Europe. |
| A．repair | B．develop |
| C．weaken | D．improve |
| A．Road noise can cover the lower-frequency part of their song. |
| B．Animals make sounds only for the purpose of finding mates. |
| C．Grasshopper larvae learn to adapt to human-made noise. |
| D．Bow-winged grasshoppers grow up into adults in spring. |
查看答案和解析>>
科目：高中英语 来源： 题型：阅读理解
London has become a cycle friendly zone after the launch of a new bike hire scheme. It has been designed to encourage more people to cycle in and around central London.
So how does it work? First you have to sign up to the scheme to be sent a key. The key will unlock one of the bikes, which are kept at docking stations in and around central London. You have to pay an access fee for the key and then you pay as you go, for the length of time you use the bike.
Transport for London, which runs the scheme, is hoping to have 6,000 bikes and 400 docking stations in place by the end of the year. The new hire system is hoping to ease congestion (拥挤 ) in London and is expected to create up t0 40 ,000 extra cycle trips a day into the city centre. London Mayor Boris Johnston launched the scheme and said London had been 6ifilled with thousands of gleaming machines that will transform the look and feel of our streets and become as commonplace on our roads as black cabs and red buses".
However, there have been a few problems since the scheme was launched last Friday. On the first day some people found they couldn't dock their bike properly and their usage of the bike had not registered. Transport for London did admit they had been expecting a few "teething problems" and have said they wouldn't charge for the first day as a "gesture of goodwill". Some other people have criticized the lack of docking stations and locks for the bikes as well as the price it costs to hire the bicycles.
Despite the comments, the green-thinking London Mayor still seems very positive about things, saying, "My campaign for the capital to become the greatest big cycling city in the world has taken a big pedal-powered push forwards. "
【小题1】. London Mayor Boris Johnston launched the new bike scheme in order to______.
| A．reduce the air pollution of the city |
| B．deal with the city's traffic problems |
| C．increase employment opportunities |
| D．encourage the citizens to take exercises |
| A．b→a→c→d | B．b→d→c→a |
| C．d→c→b→a | D．d→b→c→a |
| A．the high cost to hire a bike |
| B．docking the bikes properly |
| C．not registering their usage of the bikes |
| D．not charging for the first day of the scheme |
| A．the cycling revolution is not successful |
| B．all the citizens in London support the scheme |
| C．the London Mayor is confident in the scheme |
| D．the scheme will be cancelled because of the problems |
查看答案和解析>>
科目：高中英语 来源： 题型：阅读理解
(2014·德州模拟)Some animals will defend their territory by fighting with those who try to invade it.Fighting，however，is not often the best choice，since it uses up a large amount of energy，and can result in injury or even death.Most animals rely on various threats，either through sounds or smells.The songs of birds，the drumming of woodpeckers and the loud calls of monkeys are all warnings that carry for long distances，advertising to possible invaders that someone else’s territory is being approached.Many animals rely on smells to mark their territories or leaving droppings around the territories.Other animals will be warned off the territory without ever meeting with the territory’s defender. 
Sometimes，these warnings may be ignored，and an invader may move accidentally into a neighboring territory，or two animals may meet near the border of their nearby territories.When the two animals meet，they will generally threaten each other with visual (视觉的) displays.These displays will often exaggerate an animal’s size by putting up feathers or fur，or will show off the animal’s weapons.The animals may go through all the behavior of fighting without ever actually touching each other.The displays are generally performed best near the center of an animal’s territory，where it is more likely to attack an invader and where retreating becomes more of a choice.
Actual fighting usually only happens in overcrowded conditions，when resources are not enough.Serious injury can result，and old or sick animals may die，leading to a more balanced population size.Under most natural conditions，territoriality is an effective way of maintaining a healthy population.The study of social behaviors such as territoriality in animals may also help us to understand human society.
【小题1】What topic is the passage mainly involved in?
| A．What animals’ territory is usually like. |
| B．How animals deal with different threats. |
| C．How animals defend their territory. |
| D．Where animal fights take place frequently. |
| A．Fighting in groups. |
| B．Threatening and warning. |
| C．Escaping before being hurt. |
| D．Asking partners for help. |
| A．enlarge | B．change |
| C．shake | D．shrink |
| A．animals meet near the border of their territories |
| B．the invader enters the defender’s territories |
| C．the defender notices the invader smaller than itself |
| D．the living resources are limited in the territory |
| A．communication | B．condition |
| C．population | D．migration |
查看答案和解析>>
科目：高中英语 来源： 题型：阅读理解
Nuclear power's danger to health, safety, and even life itself can be summed up in one word: radiation.
Nuclear radiation has a certain mystery about it, partly because it cannot be detected by human senses. It can't be seen or heard, or touched or tasted, even though it may be all around us. There are other things like that. For example, radio waves are all around us but we can't detect them, sense them, without a radio receiver. Similarly, we can't sense radioactivity without a radiation detector. But unlike common radio waves, nuclear radiation is not harmless to human beings and other living things.
At very high levels, radiation can kill an animal or human being immediately by killing masses of cells in vital organs. But even the lowest levels can do serious damage. There is no levels of radiation that is completely safe. If the radiation does not hit anything important, the damage may not be serious. This is the case when only a few cells are hit, and if they are killed immediately. Your body will replace the dead cells with healthy ones. But if the few cells are only damaged, and if they reproduce themselves, you may be in trouble. They can grow into cancer. Sometimes this does not show up for many years.
This is another reason for some of the mystery about nuclear radiation. Serious damage can be done without the victim being aware at the time that damage has occurred. A person can be irradiated(辐射)and feel fine, then die for cancer five, ten, or twenty years later as a result. Or a child can be born weak as a result of radiation absorbed by its grandparents.
Radiation can hurt us. We must know the truth.
【小题1】Which of the following statements is true?
| A．Nuclear radiation is just like common radio waves. |
| B．Nuclear radiation can cause cancer to human beings. |
| C．Nuclear radiation can be detected by human senses. |
| D．Nuclear radiation can be safe to human beings if its level is low. |
| A．By damaging its heart. |
| B．By killing a few cells. |
| C．By hitting any place in its body. |
| D．By killing many cells in important organs. |
| A．die of cancer after many years |
| B．die immediately |
| C．have a child who may be born weak |
| D．all of the above |
查看答案和解析>>
科目：高中英语 来源： 题型：阅读理解
New findings from Queen’s University biologists show that in the plant world, bigger isn’t necessarily better.
“Until now most of the thinking has suggested that to be a good competitor in the forest, you have to be a big plant,” says Queen’s Biology professor Lonnie Aarssen. “But our research shows it’s virtually the other way around.”
Previous studies showed that larger plant species monopolize(垄断) sunlight, water and other resources, limiting the number of smaller plant species that can exist around them. But the research has proved that this is not generally the case in natural vegetation.
In the Queen’s project, PhD student Laura Keating targeted the largest “host plants” of 16 woody plant species growing in the Okanogan Valley, British Columbia. The research team calculated the number and variety of plants that neighbored each large host plant. They then randomly selected plots without host plants and calculated the plant species there as well. The research showed that the massive trees have no effect on the number of species with which they coexist.
Smaller plants have many advantages over their overbearing neighbors, Professor Aarssen notes. Larger species generate physical space niches under their shelters where smaller species grow well. Smaller plants are much more effective than large trees at using available resources. They also produce seeds at a much younger age and higher rate than their bigger counterparts, and settle down much more quickly—thuscompeting with the newly-born plants of larger species.
【小题1】 What’s the main idea of the text?
| A．Smaller plants may have many advantages over their neighbors. |
| B．In the plant world, the bigger is better than the smaller one. |
| C．To be a good competitor in the forest, you have to be a small plant. |
| D．Queen’s University’s students made a new research. |
| A．large and small plants can grow together in harmony |
| B．larger plant species limit their smaller neighbors’ growth |
| C．small plant species have their own advantages |
| D．large and small plant species can never coexist |
| A．Larger plant species limit the number of smaller ones around them. |
| B．Smaller plants can limit the number of plant species around them. |
| C．Smaller plants produce seeds at a higher rate than their bigger counterparts. |
| D．Larger trees are more effective than small plants at using available resources. |
| A．a, b, c | B．c, b, a |
| C．b, c, a | D．a, c, b |
查看答案和解析>>
科目：高中英语 来源： 题型：阅读理解
DNA left at a crime scene could be used in the future to build up a picture of an offender’s face, it was revealed tonight.
A first step towards genetic mugshots has been taken by researchers in the US who link specific DNA markers with face shape. To identify the genes, they focused on known mutations(突变) that cause changes of the face and head. Normal versions of these genes were found to influence individual features. For instance, one gene affected the lips, another the shape and configuration of bones around the eyes, and a third the appearance of the mid-face and skull. In total, 20 genes had “significant effects” on facial appearance.
Lead scientist Professor Mark Shriver, from Pennsylvania State University, said: “We use DNA to match to an individual or identify an individual, but you can get so much more from DNA. Currently we can’t go from DNA to a face, or from a face to DNA, but it should be possible.” The implications are far reaching, raising the possibility of creating a data bank of facial types based on genetic markers. DNA from a crime scene could then be used to produce a rough image of the face of an offender or victim. Such genetic mugshots may be more reliable than computer-generated “e-fits” based on witnesses’ recollections. Other uses of the technique might include proving the identity of fathers in paternity cases, or visualising our remote ancestors from fossil DNA.
The scientists wrote in the online journal Public Library of Science Genetics: “Such predictive modelling could be forensically useful; for example, DNA left at crime scenes could be tested and faces predicted in order to help to narrow the pool of potential suspects. Further, our methods could be used to predict the facial features of descendants, deceased ancestors, and even extinct human species. In addition, these methods could prove to be useful diagnostic tools.” The team developed a model which first established a range of physical face shapes from people of mixed West African and European ancestry from the US, Brazil and Cape Verde. Measurements were taken of thousands of point co-ordinates on grids placed over 3D images of the faces.
Statistical methods were then used to determine the relationship between facial differences and the effects of gender, ethnic ancestry and individual gene variants.
【小题1】The underlined word “mugshots” in the second paragraph most probably means _________.
| A．different faces | B．characteristics | C．pictures of faces | D．genders |
| A．they can merely match to an individual or identify an individual |
| B．there is a possibility of going from DNA to a face |
| C．DNA could be used to produce a rough image of an offender’s face |
| D．this technology is more reliable than computer-generated “e-fits” |
| A．Creating a data bank of DNA |
| B．Recognizing the DNA of criminals |
| C．Predicting the location of offence using DNA |
| D．Building image of offender’s face from DNA |
查看答案和解析>>
科目：高中英语 来源： 题型：阅读理解
Smart home applications can share all kinds of helpful information with homeowners. There appears a new housing platform which can detect the stress on electricity — and the stress on the heart.
“There is a growing population of elderly people, and there are statistics to show that more and more of them are going to live alone in the home,” said Johann Siau, a senior lecturer at the University of Hertfordshire in the U.K., who was leading the InterHome project.
The system was originally designed to provide remote access (远程访问) to a house so owners could be more energy-efficient. In a small type of the system, set-in controller devices connect securely to the Internet. The owner can then monitor them with a cell phone or computer. User feedback helps the system adapt to routines, saving on electricity.
While thinking about responding to user behavior and an increasingly elderly population, the researchers decided to add wristband (手腕带) technology that senses important organs of the body such as body temperature and pulse, Siau said. “If someone were to fall, it would detect the fall and it would immediately start the monitor of the pulse to see if the person has gone into shock (休克),” he said.
The wristband communicates with the home system wirelessly. Data from the band can be securely transmitted to the home network and accessed by authorized users. “We’re working on trying to reduce it to a level where it could potentially be a wrist-sized product,” Siau said.
But he warned that the technology presented new challenges. “When you start using that on a larger scale, you have issues of privacy or security,” he said. Siau said the InterHome home system isn’t intended to invade privacy. “We’re thinking about the elderly people who are living alone with no one looking after them,” he said. “Hopefully this will be able to decrease some concerns and possibly save a few lives.”
【小题1】The system was first designed for a house owner to .
| A．keep watch on his house |
| B．keep his house safe |
| C．monitor the elderly people inside |
| D．save electricity |
| A．sense important organs of a person |
| B．keep an old man from falling |
| C．get the medical information of a sick person |
| D．record a person’s daily activities |
| A．more sensitive |
| B．be connected with the Internet |
| C．available for common people |
| D．suitable to wear on the wrist |
| A．The wristband can be large and expensive. |
| B．The wristband will get false information of a person. |
| C．It will not be used in the proper way. |
| D．It will bring inconvenience to the old people. |
查看答案和解析>>
科目：高中英语 来源： 题型：阅读理解
Dreams can be familiar and strange, fantastical or boring, but some dreams might be connected to the mental processes that help us learn. In a recent study, scientists found a connection between nap-time dreams and better memory in people who were learning a new skill.
In the study,99 college students between the ages of 18 and 30 each spent an hour on a compute, trying to get through a virtual maze（迷宫）.The maze was different place each time they tired—making it even more difficult. They were also told to find a particular picture of a tree and remember where it was.
For the first 90 minutes of a five-hour break, half of the participants stayed awake and an half were told to take a short nap .Participants who stayed awake were asked to describe their thoughts. Participants who took a nap were asked about their dreams before sleep and after sleep—and they were awakened within a minute of sleep to describe their dreams.
Stickgold, a neuroscientist（神经科学家）,wanted to know what people were dreaming about when their eyes weren＇t moving during sleep.
Four of the 50 people who slept said their dreams were connected to the maze. Some dreamed about the music that had been playing when they were working ; others said they dreamed about seeing people in the maze. When these four people tried the computer maze again, they were able to find the tree faster than before their naps.
Stickgold suggests the dream itself doesn‘t help a person learn—it＇s the other way around.He suspects that the dream was caused by the brain processes associated with learning.
All four of the people who dreamed about the task had done poorly the first time, which makes Stickgold wonder if the dreams show up when a person finds a new task particularly difficult. People who had other dreams, or people who didn＇t take a nap, didn＇t show the same improvement.
【小题1】Before having a short nap, participants of the experiment were asked to .
| A．stay in a different place in the maze |
| B．design a virtual maze which is difficult to get through |
| C．experience the experiment and try to remember something |
| D．get through a virtual maze on a computer from the same place |
| A．Participants who took a nap were required to express their thoughts. |
| B．Some dreams may encourage people to invent something new. |
| C．Participants who dreamed about films could finish the task more easily. |
| D．Participants whose dreams had something to do with the maze could find the tree faster. |
| A．every person may dream about what they learned |
| B．people＇s brain processes may still be connected with their learning in their dreams |
| C．once people＇s eyes stop moving, they are sure to dream about something |
| D．no matter how fantastical or boring, dreams are connected with people＇s life |
| A．Dreams Are Strange | B．Not All Dreams Are True |
| C．Dreaming Makes Perfect | D．Stickgold, a Dream Expert |
查看答案和解析>>
湖北省互联网违法和不良信息举报平台 | 网上有害信息举报专区 | 电信诈骗举报专区 | 涉历史虚无主义有害信息举报专区 | 涉企侵权举报专区
违法和不良信息举报电话：027-86699610 举报邮箱：58377363@163.com
