题目内容
Advertisement can be thought "as the means of making known in order to buy or sell goods or services". Advertisement aims to increase people's awareness and arouse interest. It tries to inform. and to persuade. The media are all used to spread the message. The press offers a fairly cheap method, and magazines are used to reach special sections of the market. The cinema and commercial radio are useful for local market. Television, although more expensive, can be very effective. Public notices are fairly cheap and more permanent in their power of attraction. Other ways of increasing consumer interest are through exhibitions and trade fairs as well as direct mail advertisement.
There can be no doubt that the growth in advertisement is one of the most striking features of the western world in this century. Many businesses such as those handling frozen foods, liquor, tobacco and medicines have been built up largely by advertisement.
We might ask whether the cost of advertisement is paid by the producer or by the customer. Since advertisement forms part of the cost of production, which has to be covered by the selling price, it is clear that it is the customer who pays for advertisement. However, if large scale advertisement leads to increased demand, production costs are reduced, and the customer pays less.
It is difficult to measure exactly the influence of advertisement on sales. When the market is growing, advertisement helps to increase demand. When the market is shrinking, advertisement may prevent a bigger fall in sales than would occur without its support. What is clear is that businesses would not pay large sums for advertisement if they were not convinced of its value to them.
Advertisement is often used to ______.
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Children at Crown Lane school think that
How men first learned to invent words is unknown; in other words, the origin of language is a mystery. All we really know is that men, unlike animals, somehow invented certain sounds to express thoughts and feelings, actions and things, so that they could communicate with each other; and that later they agreed upon certain signs, called letters, which could be combined to represent those rounds, and which could be written down. Those sounds, whether spoken or written in letters we call words.
The power of words, then, lies in their combinations--the things they bring up before our minds. Words become filled with meaning for us by experience; and the longer we live, the more certain words recall to us the glad and sad events of our past; and the more we read and learn, the more the number of words that mean something to us increases.
Great writers are those who not only have great thoughts, but also express these thoughts in words which appeal powerfully to our minds and feelings. This charming and telling use of words is what we call literary (文字的) style. Above alt, the real poet is a master of words. He can convey his meaning in words which sing like music, and which by their position and association can move men to tears. We should therefore learn to choose our words carefully and use them accurately, or they will make our speech silly and rude.
The origin of language ______.
Which of the following is people's normal response to the movies they watch？
Why Girls Need to Switch on to Computing
The garden is coming along nicely. Flowers spring into bloom in the herbaceous borders; mature trees are imported to cast their shade across the lawn. If only real life was this simple. For Bernadette Carverry and Jessica Allen, both 10, designing a garden takes a matter of minutes, not years. Later they might switch to designing a room, complete with plasma TV, or a bedroom, with lava lamps and pot plants. "I like computers," says Jessica, "you can design lots of things." "I liked it when we got to design clothes, and do interviews," says Bernadette. "It was like something you see in a magazine." The girls are part of an after-school computer club specifically tailored to get girls interested in what can often be an all-too-macho world of computer games and web design. Once a week they come along from their west London primary school to the ICT suite of the Sacred Heart High School in Hammersmith, an ZZ to 16 maintained Catholic girls' school, for an hour or so of girly fun at the keyboard. And it clearly is fun. Every computer station in the room is taken, either by the dozen visiting pupils, or by Sacred Heart students, and screens glow with bubble gum colours as girls run a rock concert, design a magazine or plan a fashion show. "The target is girls in years six and seven. It's nice to be able to offer them something different," says head of ICT Niall Quinn. "They find it creative, and they are learning about ICT almost subliminally."
Behind the fun lie serious problems. Girls are perfectly happy to use computers as social aids, to chat with their friends or read e-mails, but they are not acquiring the heavyweight technological skills of using spreadsheets, constructing databases and designing web pages. Pre-school girls seem to embark on life just as interested as boys in computers, but somewhere along the way the rot sets in, so that only a mere fraction of the country's computer graduates are female. Which means that an enormous number of skilled jobs are closed to girls when they leave school, and the e-skills industries, in turn, are finding it hard to get people of the right calibre.
This has serious implications for the country's long-term technological capability. "Jobs are growing in the IT sector much faster than in the economy as a whole," says Brian McBride, former managing director of T-Mobile, "but there is an overall shortage of skills, and a basic gender imbalance in the industry. Only about twenty per cent of the workforce is female, and of the women who go into it, many leave to have their families and so on. Part of the problem is the IT and telecommunications image. People tend to think of geeky, long-haired boys playing war games!" Because of this, his former company and other corporate heavyweights, such as British Airways, IBM, the Ford Motor Company and Cisco, have thrown their muscle behind a new initiative to make computers more accessible and girl-friendly. The Department for Education and Skills came up with funding (￡8.4m until 2007), companies donated time, advice and software, and the Computer Club for Girls, or CC4G as it is known, was launched in 2002, with a pilot programme funded by the South East England Development Agency. "We did some research among women's groups and employers and we found that girls lost interest between about 9 and 13, and weren't carrying on with IT in secondary school," says Melody Hermon, project manager with e-skills UK, the national skills council for the IT sector, which is running the programme.
So CC4G developed software for an after-school computer club—mainly in a startling shade of pink—which would allow girls to do all kinds of things dear to their hearts from designing digital dance moves to planning a sports event. On the way, so the thinking went, gills would become acquainted with programmes such as Photoshop, MS PowerPoint and MS Excel, and gain confidence in all a
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