The word advertising refers to any kind of public announcement that brings products and services to the attention of people. Throughout history, advertising has been an effective way to promote(促进)the trading and selling of goods. In the Middle Ages, merchants employed "town criers" to read public messages aloud to promote their goods. When printing was invented in the fifteenth century, pages of advertisements(ads)could be printed easily and were either hung in public places or put in books.

    By the end of the seventeenth century, when newspapers were beginning to be read by more people, printed materials became an important way to promote products and services. The London Gazette was the first newspaper to set aside a place just for advertising. This was so successful that by the end of the century several companies started businesses for the purpose of making newspaper ads for merchants.

    Advertising spread quickly throughout the eighteenth century. Ad writers were starting to pay more attention to the design of the ad text. Everything, from clothes to drinks, was promoted with clever methods such as repetition of the firm's name or product, words organized in eyecatching patterns, the use of pretty pictures and expressions easy to remember.

    Near the end of the nineteenth century, companies that were devoted to the production of ads came to be known as "advertising agencies(广告商)．"The agencies developed new ways to get people to think of themselves as members of a group. Throughout the twentieth century, advertising agencies promoted consumerism(消费主义)as a way of life, spreading the belief that people could be happy only if they bought the "right" products.

    Experts generally consider BMI for kids to be a good measure of body fat, at least among heavier children. But in some cases it might be misleading. Athletic kids, in particular, may fall into the overweight category when they are actually muscular.

    Your child's BMI is important, but it is only a piece of the picture. If a BMI percentile (体重指数) indicates that your child is not within the healthy range, she needs a complete weight and lifestyle evaluation with a doctor.

    Experts recommend that kids of all ages and all weight categories follow these healthy guidelines to keep weight in control. It's easy to remember them as “5 — 2 — 1 — 0” every day.

    5 > Everyone in your family needs five servings of vegetables and fruit. Keep serving them even if kids don't eat them. If they see a food over and over, they're more likely to try it in the end.

    2 > Limit TV-watching to no more than 2 hours a day. Family members who use other “screens”—video games or computers, for instance, get less TV time. And kick the TV out of all bedrooms.

    1 > Get 1 hour of physical activity. Add up the minutes each family member is moving —it should be 60 minutes or more for each person. Start small and keep adding if necessary.

    0 > That's how many sugar-sweetened beverages you should have a day. Juice drinks such as lemonade and fruit punch, sodas, tea, and coffee can all have added sugar. Stick to water and reduced-fat milk instead.

    THE WEEK IN READING: THE BEST NEW BOOK RELEASES FOR APRIL, 2017

    Camberwell College Swimming Pools

    Camberwell College of Arts has one 50m (Olympic sized) pool with a depth of 2m throughout, and one 25m pool with a 1m shallow end and a 4m deep end. Both pools may be used by the general public at certain times.

    50m Pool

    The pool is often used for classes, but the general public may use two lanes（泳道）for lane swimming at the following times.

    Monday:        06:30-11:30 and 19:00-21:00

    Tuesday:        06:30-11:30 and 18:00-21:00

    Wednesday:    06:30-13:30 and 17:30-21:30

    Thursday:    06:30-13:30

    Friday:        06:30-13:30

    Weekends:    09:00-17:00

    Children under the age of 14 must be accompanied by an adult.

    Please note that during College holidays, these times will be different. Call 04837 393560 for up-to-date information.

    25m Pool

    The 25m pool is available for recreational (non-lane) swimming from 07:00-09:00 and 12:30-13:30 on weekdays, and 10:00-16:00 on Saturdays.

    Children aged 12 and under must be accompanied.

    We regret that the 25m pool will be closed for redecoration between 21st July and 18th August. The men's changing rooms will be closed for the week beginning 19th August, and the women's changing rooms will be closed the following week. Alternative（可选用的）changing rooms will be made available. We're sorry for this.

Welcome to Cengiz Tours

    If you are looking to have a relaxing and unforgettable vacation, sailing on the turquoise waters of the Mediterranean Sea in Turkey, you are at the right place!

Cengiz Tours offers blue cruises starting from June until the end of October each year, in the Gulf of Gokova, located on the Mediterranean Sea.

    You are encouraged to make reservations one-month ahead of time. The blue cruise usually starts from Bod rum, in the Gulf of Gokova, and takes you along the beautiful shores within the Mediterranean Sea. Cengiz Tours offers trips based on your desired destinations. Mr. Cengiz Tozluklu, a licensed captain, a skilled cook and a tour guide, has been sailing for almost 40 years, and will make sure that you have an unforgettable time during your vacation on his boat. He offers a pick-up and drop-off service at the Bodrum Airport. Three meals are included per day and so is moderate alcohol.

    Please make sure that you inform us of any allergies or medical conditions you might have. Sleeping is quite comfortable on the sailboat and you are also certainly invited to sleep on the deck of the boat, under the stars.

    Mr. Tozluklu is a very friendly tour guide, so expect your vacation to be extremely pleasing and a little surprising. The Mediterranean beaches, visiting beautiful Turkish countryside, watching the sunset and sunrise, the moon and the stars, swimming, fishing and enjoying the quiet coves within the Gulf of Gokova will be a vacation hard to forget.

    Call for reservations. You are encouraged to make reservations one-month ahead of time.

    Please note that there is a one-week minimum stay per tour.

    Cellphone (Turkey): + 90-533-923-3222

    Who cares if people think wrongly that the Internet has had more important influences than the washing machine? Why does it matter that people are more impressed by the most recent changes?

    It would not matter if these misjudgments were just a matter of people's opinions. However, they have real impacts, as they result in misguided use of scarce resources.

    The fascination with the ICT (Information and Communication Technology) revolution, represented by the Internet, has made some rich countries wrongly conclude that making things is so "yesterday" that they should try to live on ideas. This belief in "post-industrial society" has led those countries to neglect their manufacturing sector (制造业) with negative consequences for their economies.

    Even more worryingly, the fascination with the Internet by people in rich countries has moved the international community to worry about the "digital divide" between the rich countries and the poor countries. This has led companies and individuals to donate money to developing countries to buy computer equipment and Internet facilities. The question, however, is whether this is what the developing countries need the most. Perhaps giving money for those less fashionable things such as digging wells, extending electricity networks and making more affordable washing machines would have improved people's lives more than giving every child a laptop computer or setting up Internet centres in rural villages, I am not saying that those things are necessarily more important, but many donators have rushed into fancy programmes without carefully assessing the relative long-term costs and benefits of alternative uses of their money.

    In yet another example, a fascination with the new has led people to believe that the recent changes in the technologies of communications and transportation are so revolutionary that now we live in a "borderless world". As a result, in the last twenty years or so, many people have come to believe that whatever change is happening today is the result of great technological progress, going against which will be like trying to turn the clock back. Believing in such a world, many governments have put an end to some of the very necessary regulations on cross-border flows of capital, labour and goods, with poor results.

    Understanding technological trends is very important for correctly designing economic policies, both at the national and the international levels, and for making the right career choices at the individual level. However, our fascination with the latest, and our under valuation of what has already become common, can, and has, led us in all sorts of wrong directions.