One night about nine o'clock, Dr. Eyck, a surgeon, had a phone call from Dr. Haydon at the hospital in Clens Falls. The surgeon was asked to go there at once to operate on a very sick boy who shot himself while playing with a gun.

    The doctor was soon on his way to Clens Falls. It was 60 miles away. And it was snowing heavily in the city. The surgeon thought he could get there before 12 o'clock.

    A few minutes later, the doctor was stopped by a man in an old black coat. Gun in hand, the man ordered the doctor to get out. Then the man drove the car down the road, leaving the doctor in the falling snow.

    It was after 2 o'clock in the morning when the doctor arrived at the hospital in Clens Falls. Dr. Haydon told him that the boy had died an hour before. The two doctors walked by the door of the hospital waiting room. There sat the man in the old black coat with his head in his hands“Mr. Cuninghan,”said Dr. Haydon to the man, “This is Dr. Eyck. He is the surgeon who walked all the way from Albany to save your boy.”

    Most advertising in ancient times was word-of-mouth, that is, people liked something and told others about it. But even then, people advertised by putting inscriptions (题字) on walls, for example to display political slogans and to offer household goods for sale. Also, in Rome and Greece, in ancient times, it was common for people to use papyrus, a kind of paper, to advertise things they had lost or found. The tradition of wall or rock painting as a way of advertising goods is even more ancient.

    Painting developed in the 15th and 16th centuries, and this increased the forms of advertising. Handbills — small printed notices and advertisements — became common. Then, by the 17th century, advertisements started appearing in weekly newspapers in England. In the 19th century mail order catalogues appeared, promoting all kinds of goods.

    Finally, advertisements in the 1960s became more creative and more interesting. Also, they began to draw attention to the 'unique selling points', the USPs of products. These are the qualities that make a product different from competitors' products.

    These days, advertisers have come up with new ways of promoting their products. For example, product placement is now common. This is advertising in TV programmes or films by having a character, preferably played by a famous actor, use a particular product. For example, Tom Cruise's character in the movie, Minority Report, had a computer with the Nokia logo (商标) on it, and his watch was clearly made by Bulgari.

    TV commercials are a very effective medium for advertisers, though these are very expensive. If an organization wants to have a 30-second TV advert during the annual Superbowl game in the United States, they have to pay about $2.5 million.

    Perhaps the most interesting development is the use of famous personalities to endorse (代言) a product. The basketball player, Michael Jordan, endorsed Nike products and wore them while playing.

    Getting well-known personalities to endorse a product can be very expensive, but endorsements certainly increase a product's sales, especially if the personality has a positive image in the eyes of the public.

    The quick action of Nick helped five people escape a fire on Hope Road. Nick said he usually left his house about 5:30 a.m. to do morning exercises, but that day he decided to stay at home to get his daughter ready for school. As he looked at his neighbor's house, he realized that it was on fire. "I saw smoke and flames and ran over and started beating on the side of the house shouting, 'Your house is on fire! Your house is on fire!'" Nick remembered it was at about 9 a.m. that the firefighters put out the fire.

    Beverly Penny and her husband, Clark, along with their younger daughters, were sleeping in the living room, next to the kitchen, when they heard Nick beating on the walls. She opened the bedroom door and black smoke came in. She managed to get her kids out. Her dog tried to hide under the bed, but Penny caught it by the leg and threw it out of the door. However, chickens in one of the rooms weren't so lucky.

    Firefighters got the call at about 7:05 a.m. "When we arrived with our fire trucks, there were heavy flames outside on the house," Jerry said. He called Nick a hero, saying that without his quick responses(回应) the result could have been much worse. "The firefighters were fast," Nick said. "They arrived here within about three minutes."

    "They did a great job, and I can't thank them enough," Penny said, then looked at what remained in the house and shook her head as tears rolled down in her eyes. "Everything I have is gone. Luckily nobody was hurt in the fire." She said the fire could have been caused by an electrical problem. "We've been having problems with mice, so that we could have had something to do with it," she added.

    I had been living in a whirl: studying the organ at the University of Arizona, conducting a speech clinic in town, and teaching a class in musical appreciation at the Desert Willow Ranch, where I was staying. I was going to parties, dances, horseback rides under the stars. One morning I collapsed. My heart! “You will have to lie in bed for a year of complete rest,” the doctor said. He didn't encourage me to believe I would ever be strong again.

In bed for a year! To be invalid—perhaps to die! I was terror-stricken! Why did all this have to happen to me? What had I done to deserve it? I swept. I was bitter. But I did go to bed as the doctor advised. A neighbor of mine, Mr. Rudolf, an artist, said to me: “You think now that spending a year in bed will be a tragedy. But it won't be. You will have time to think and get acquainted with yourself. You will make more spiritual growth in these next few months than you have made during all your previous life.”

I became calmer, and tried to develop a new sense of values. I read books of inspiration. One day I heard a radio commentator say: “You can express only what is in your own consciousness.” I had heard the words like these many times before, but now they reached down inside me and took root. I determined to think only the thoughts I wanted to live by: thoughts of joy, happiness, health. I forced myself each morning, as soon as I awoke, to go over all the things I had to be grateful for. No pain. A lovely young daughter. My eyesight. My hearing. Lovely music on the radio. Time to read. Good food. Good friends. I was so cheerful and had so many visitors that the doctor put up a sign saying that only one visitor at a time would be allowed in my cabin—and only at certain hours.

    Nine years have passed since then, and I now lead a full, active life. I am deeply grateful now for that year I spent in bed. It was the most valuable and the happiest year I spent in Arizona. The habit I formed then of counting my blessings each morning still remains with me. It is one of my most precious possessions.

Forget Cyclists, Pedestrians are Real Danger

    We are having a debate about this topic. Here are some letters from our readers.

    Yes, many cyclists behave dangerously. Many drivers are disrespectful of cyclists. But pedestrians are probably the worse offenders.

    People of all ages happily walk along the pavement with eyes and hands glued to the mobile phone, quite unaware of what is going on around them. They may even do the same thing while crossing a road at a pedestrian crossing or elsewhere. The rest of us have to evade (避让) them or just stand still to wait for the unavoidable collision.

    The real problem is that some pedestrians seem to be, at least for the moment, in worlds of their own that are, to them, much more important than the welfare of others.

——Michael Horan

    I loved the letter from Bob Brooks about cyclists (Viewpoints, May 29). I am afraid they seem to think they own the roads.

    I was walking across Altrincharn Road one morning when a cyclist went round me and on being asked what he was doing he shouted at me.

    The government built a cycle lane on the road but it is hardly used.

    The police do nothing. What a laugh they are!

    The cyclists should all have to be made to use the cycle lanes and wear helmets, fluorescent (发荧光的)jacket and tights at night and in the morning. They should pay some sort of tax and be fined for not wearing them.

——Carol Harvey

    Cyclists jump on and off pavements (which are meant for pedestrians), ride at speed along the pavements, and think they have a special right to go through traffic lights when they are on red.

    I was almost knocked down recently by a cyclist riding on the pavement when there was a cycle lane right next to him.

    Other road users, including horse riders, manage to obey the rules so why not cyclists?

    It's about time they had to be registered and insured, so when they do hit a pedestrian or a vehicle, or cause an accident, at least they can be traced and there might be an opportunity to claim.

——JML

    Write to Viewpoints of the newspaper.