Advertisement is the difficult business of bringing information to great numbers of people.The purpose of an advertisement is to make people respond to make them react to an idea，such as helping prevent forest fires，or to make them want to buy a certain product or service.At the beginning of the 20th century，advertisement was described as“salesmanship in print”.If this definition were expanded to include radio and television，it would still stand today.The most effective way to sell something is through person-to-person contact.But the cost of person-to-person selling is high because it takes a great deal of time，and it increases the cost of the product or service.Advertising distributes the selling message to many people at one time.The first printed advertisement in the English language appeared in 1278，more than a century before Shakespeare’s first play was produced.This early advertisement was the work of William Caxton，England’s first printer，who used it to advertise religious books from his own workshop Caxton posted small printed notices along London’s main streets．Besides advertising his product，he identified his shop with a red-striped shield(盾形徽章)so that customers could find it easily．

This same sort of simple informational advertising is still used.Examples are the roadside signs that tell travelers that they can buy fresh corn just down the road or that there is a restaurant in the next town.

The Industrial Revolution，in the 18th and 19th centuries，brought a new kind of advertising.Large factories took the place of small workshops and goods were produced in large quantities.

Manufacturers used the newly built railroads to distribute(遞送)their products over wide areas.They had to find many thousands of customers in order to stay in business.They couldn’t simply tell people where shoes or cloth or tea could be bought---they had to learn how to make people want to buy a specific product. Thus modern advertising was born．

Advertising created new markets and helped to raise standards of living as people came to feel that they had a right to new and better products.

1.The passage mainly talks about       .

A、the development of advertisement

B、the first advertisement in the world

C、the difficulty in advertising

D、the advantages of advertisements

2.Why is advertisement accepted by people?

A、Because it can help to prevent forest fires.

B、Because it cand make people want to buy a certain product or service.

C、Because it can bring information to great numbers of people.

D、Because it can help people live longer.

3.Modern advertisement was born as a result of         .

A、the Industrial Revolution

B、the newly built railroads

C、the appearance of the first printer advertisement

D、people’s need

4.We can conclude from the passage that         .

A、red-striped shield is the best thing to use in advertising

B、main streets and television are used in advertising

C、person-to-person selling is the best way in advertising

D、people show little interest in advertisement

 

Advertisement is the difficult business of bringing information to great numbers of people.The purpose of an advertisement is to make people respond to make them react to an idea，such as helping prevent forest fires，or to make them want to buy a certain product or service.At the beginning of the 20th century，advertisement was described as“salesmanship in print”.If this definition were expanded to include radio and television，it would still stand today.The most effective way to sell something is through person-to-person contact.But the cost of person-to-person selling is high because it takes a great deal of time，and it increases the cost of the product or service.Advertising distributes the selling message to many people at one time.The first printed advertisement in the English language appeared in 1278，more than a century before Shakespeare’s first play was produced.This early advertisement was the work of William Caxton，England’s first printer，who used it to advertise religious books from his own workshop Caxton posted small printed notices along London’s main streets．Besides advertising his product，he identified his shop with a red-striped shield(盾形徽章)so that customers could find it easily．
This same sort of simple informational advertising is still used.Examples are the roadside signs that tell travelers that they can buy fresh corn just down the road or that there is a restaurant in the next town.
The Industrial Revolution，in the 18th and 19th centuries，brought a new kind of advertising.Large factories took the place of small workshops and goods were produced in large quantities.
Manufacturers used the newly built railroads to distribute(遞送)their products over wide areas.They had to find many thousands of customers in order to stay in business.They couldn’t simply tell people where shoes or cloth or tea could be bought---they had to learn how to make people want to buy a specific product. Thus modern advertising was born．
Advertising created new markets and helped to raise standards of living as people came to feel that they had a right to new and better products.
【小題1】The passage mainly talks about       .

A．the development of advertisement

B．the first advertisement in the world

C．the difficulty in advertising

D．the advantages of advertisements

【小題2】Why is advertisement accepted by people?

A．Because it can help to prevent forest fires.

B．Because it cand make people want to buy a certain product or service.

C．Because it can bring information to great numbers of people.

D．Because it can help people live longer.

【小題3】Modern advertisement was born as a result of         .

A．the Industrial Revolution

B．the newly built railroads

C．the appearance of the first printer advertisement

D．people’s need

【小題4】We can conclude from the passage that         .

A．red-striped shield is the best thing to use in advertising

B．main streets and television are used in advertising

C．person-to-person selling is the best way in advertising

D．people show little interest in advertisement

閱讀理解：

閱讀下列短文，從所給的四個(gè)選項(xiàng)中，選處最佳答案．

　　　Marco Polo was a Venetian traveller, whose accounts of his journey across the world from Venice to China and back, make one of the greatest books of all his time．

　Marco Polo was born either at Venice, or perhaps at Korcula, a place on an island off Dalmatian coast in 1254． His father, Niccolo Polo, and his father's brother, Matteo set out in 1261, on a long trading journey which led them to the court of Kublai, the Great Khan, who ruled over China． After seven years they returned to Italy．

　Two years passed before the brothers decided to start again on their travels, and this time, they took with them Niccolo'c son Marco, then 17 years old． They trvelled to Acre and from there rode overland to Hormuz on the Persian Gulf． From there they turned northward and made their way through Persia to Balkh, and Khotan． From there they passed near Lop Nor, crossed the Gobi Desert and entered China by way of Su—chou． At length, in 1275, after a journey lasting three years, they introduced themselves to Kublai Khan at his summer palace at Shangtu．

　　　Marco records that he made rapid progress in the Great Khan's favour． He studied the Mongol language and the emperor asked him to look after the travelling groups made up of foreign visitors from different parts of the world and show them around his kingdom． He became skilful(嫻熟)and clever at business． Marco made careful notes of his journey, the state of the cities, the customs (風(fēng)俗)of the people, and the kinds of crops and other products． After 17 years travelling in the service of the Khan, Marco, together with his father and uncle, returned to Venice． The journey took them 3 years and they arrived in 1295．

1． Marco Polo was born perhaps______________．

[　　]

A． on an island

B． on the coast of Dalmatian

C． in Persian Gulf

D． in Gobi Desert

2． Which of the following is true according to the article?

[　　]

Marco Polo first travelled to China in about_______, arrived at the emperor's summer palace in _____and left China for Venice in _________．

A． 1275;1278;1292

B． 1268;1275;1295

C． 1270;1275;1293

D． 1270;1278;1295

3． What's Marco Polo's main achievement according to the article?[　　]

A． His journey to China, his careful notes of his business in China and his rapid progress in the Great Khan's favour．

B． His journey to and from China, his success in business in China and his account of what happened in China．

C． His journey to China and his account of Mongol language, Mongolian crops and the people．

D． His journey to and from China and his account of the Mongolian empire, its people and ther customs, and its geography．

4． In this article, “rode overland”means“________”．

[　　]

A． went to a place named ‘Overland’on horseback

B． made a long journey across land on horseback

C． made a long journey without a rest

D． travelled to a place across a piece of land

5． Which of the following routes is correct according to the article?

閱讀下列短文, 從所給的四個(gè)選項(xiàng)中, 選出最佳答案。

    Marco Polo was a Venetian traveler, whose accounts of his journey across the world from Venice to China and　　 back, made one of the greatest books of all his time.Marco Polo was born either at Venice, or perhaps at Korcula, a place on an island off Dalmatian coast in 1254. His father, Niccolo Polo, and his father's brother,Matteo set out in 1261, on a long trading journey which led them to the court of Kublai, the Great Khan, who ruled over　　 China. After seven years they returned to Italy.Two years　　 passed before the brothers decided to start again on　　 their travels, and this time, they took with them Niccolo'c son Marco, then 17 years old. They traveled to Acre and from there rode overland to Hormuz on the Persian Gulf. From there they turned northward and made their way through Persia to Balkh, and Khotan. From there they passed near Lop Nor, crossed the Gobi Desert and entered China by way　　 of Suchou. At length, in 1275, after a journey lasting three years, they introduced themselves to Kublai Khan at his summer palace at　　 Shangtu.

    Marco recorded that he made rapid progress in the great Khan's favor. He studied the Mongol language and the emperor asked him to look after the travelling groups made up of foreign visitors from different parts of the world and show them around his kingdom. He became skillful (嫻熟) and clever at business.Marco made careful notes of his journey, the states of the cities, the customs (風(fēng)俗) of the people, and the kinds of crops and other products. After 17 years travelling in the　　 service of the Khan, Marco, together with his father　　 and uncle, returned to Venice. The journey took them 3 years and they arrived in 1295.

1. Marco Polo was born perhaps _______________.　　　　　　 ［　�。� 　　A. on an island　　　　   B. on the coast of Dalmatian 　　C. in Persian Gulf　　　　D. in Gobi Desert 2. Which of the following is true according to the article?    Marco Polo first traveled to China in about __________, arrived    at the emperor's summer palace in  _______ and left China  for Venice    in ___________.　　　　　　　　　　　�。邸　。� 　　A. 1275; 1278; 1292　　  B. 1268; 1275; 1295 　　C. 1270; 1275; 1293　　  D. 1270; 1278; 1295 3. What's Marco Polo's main achievement according to the article? 　　　　　　　　　　　　　　　　　　　　　　　　　　　　   ［　�。� 　　A. His journey to China, his careful notes of his business in 　　   China and his rapid progress in the Great Khan's favor. 　　B. His journey to and from China, his success in business in 　　   China and his account of what happened in China. 　　C. His journey to China and his account of Mongol language, 　　   Mongolian crops and the people. 　　D. His journey to and from China and his account of the Mongolian 　　   empire, its people and their customs, and its geography. 4. In this article, "rode overland" means "_____________ ".［　　］ 　　A. went to a place named 'Overland" on horseback 　　B. made a long journey across land on horseback
　　C. made a long journey without a rest
　　D. traveled to a place across a piece of land