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, grind the wheat for his flour, or cut his trees into boards. He also did not make the plows(犁), the work boots, 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 primitive 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.

    CREATIVE KIDS

    FILM MAKING

    Become a director, scriptwriter(编剧), editor(编辑) and more ... all in a week?

    Six half days of film making + six half days of fun activities.

    What's it all about?

Imagine yourself as the new Steven Spielberg or Ridley Scott? Love the cinema, but think you could do better? Or do you dream of being the next Keira Knightley or Johnny Depp? If so, then this is your holiday! You and your group will choose the type of film to make — adventure, fantasy, thriller or comedy. Then you'll create your own film to show at the end of the week. What's more, you'll also take your film home on DVD too!

    Can I do other activities as well?

Yes — every day there's also half a day of activities from our great activity programme, and different entertainment every evening. So you can pack in lots of other new experiences too!

What do I learn?

    You'll learn the basics of film and sound recording, performing, and script-writing; and how to use sound effects, visual effects and music.

    You'll also learn about the work of a director, before editing your own film.

    Do I need any experience?

    No, our fantastic trained instructors and film industry experts will guide you through the whole process, and give you tips from the professionals.

    Do I need any specialist equipment?

    No, we'll provide all the equipment, from top spec digital video cameras and editing equipment, to costumes and make-up. Just bring your imagination!

    Only ￡695 per child!

    Babies have an astonishing talent that adults entirely lose. By the age of one, they can recognise the significant noises around them and group them into a language. When we have lost this capacity as adults, it becomes enormously difficult to distinguish between sounds that are glaringly different to a native speaker. It all sounds Greek to us. This is because the range of possible sounds that humans use to convey meaning may be as high as 2,000, but few languages use more than 100 and even then the significant noises－the phonemes (音素) of a language－each cover a range of sounds and so vague distinctions which would change the meaning of a word in other languages.

    But where do these phonemes come from and why do they shift over time? New research suggests that the apparently arbitrary distribution of some sounds around the world may be partially explained by diet. This is unexpected. We'd rather think of language as product of our thought  rather than of the arrangement of our teeth. In reality, though, any given language must be both.

    Hunter gatherer languages very seldom use the sounds known as labiodentals (唇齿音)－those such as f and v－that are made by touching the lower lip with the upper teeth. Only two of the hundreds of Australian aboriginal languages use them, for example. But in cultures that have discovered farming, these consonants (辅音) are much more common. The argument goes that farmers eat more cooked food and more dairy than hunter gatherers. Either way, they need to chew mush less, and to bite less with their front teeth. So farmers grew up with smaller lower jaws and more of an overbite than their ancestors who had to bite through harder foods. It became easier for them to make the labiodental consonants instead of purely labial (唇音) ones: one example is that f come to take the place of p. Romans said "pater" but English speakers (unless they're Rees－Moggs) say "father".

    Beyond these particular changes, the story highlights the way in which everything distinctively human is both material and spiritual: speech must combine sound and meaning, and the meaning can't exist or be transmitted without a real object. But neither can it be reduced to the purely physical, as our inability to understand or even to recognise foreign languages makes clear. The food we eat shapes our jaws, and our jaws in turn shape the sounds of our language. The ease with which we eat probably shapes our thought too, as anyone who has suffered toothache could testify. What we eat may have shaped the sounds of our language, but how we eat changes how we feel and what we use language to express. A family meal is very different from a sandwich at the office desk, even if the calorie is the same. Food has purposes and meanings far beyond keeping us alive and pleasing the Palate (味觉).

    Long Beach, a 28-mile stretch of beach, lies in southwestern Washington, and it is generally called Long Beach Peninsula (半岛). Communities there take you back to old days of a simple and slow-paced life style. Here, visitors can relax and enjoy the good of total rest.

    Bird Watching

    There are different kinds of birds in Long Beach. It is best if you observe them from a distance and do not try to frighten them. The Southwest Loop Trail Map can be gotten through the Long Beach Peninsula Visitors Bureau Office by calling 1-800-451-2542.

    Horses

    A popular activity in Long Beach is horseback riding. Two businesses in the city of Long Beach offer guided horseback tours along the beach: Back Country Wilderness Outfitters and Skipper's Equestrian Center. You may also bring your own horse. Among the adventures offered with horses is a wagon (四轮马车) ride along the beach, a carriage ride through Sea view or Long Beach, a back country (偏远乡村) packing trip, or a sunset ride by horseback on the beach.

    Camping

    RV (娱乐车) and tent camping aren't allowed on the beach, but there are private camp­ grounds and RV parks in the area, as well as Cape Disappointment State Park. Camp fires are allowed within 100 feet of the beach, but must be away from the dry grass.

    Swimming and Other Activities

    Swimming is allowed, but you must be careful. The waters are very cold and dangerous. Surfing is advised only for experienced surfers. Beach driving is allowed at certain spots on the beach. The speed limit is 25 mph. Building sand castles, digging sand to find something, bicycle riding, and flying kites are also popular activities in the area.

    You can find right hotels easily in the area. Enjoy your trip to Long Beach, Washington!

    Science has a lot of uses. It can uncover laws of nature, cure diseases, make bombs, and help bridges to stand up. Indeed science is so good at what it does that there's always a temptation(诱惑) to drag it into problems where it may not be helpful. David Brooks, author of The Social Animal: The Hidden Sources of Love, Character, and Achievement, appears to be the latest in a long line of writers who have failed to resist the temptation.

    Brooks gained fame for several books. His latest book The Social Animal, however, is more ambitious and serious than his earlier books. It is an attempt to deal with a set of weighty topics. The book focuses on big questions: What has science revealed about human nature? What are the sources of character? And why are some people happy and successful while others aren't?

    To answer these questions, Brooks surveys a wide range of disciplines(学科). Considering this, you might expect the book to be a dry recitation of facts. But Brooks has structured his book in an unorthodox(非常规的), and perhaps unfortunate, way. Instead of introducing scientific theories, he tells a story, within which he tries to make his points, perhaps in order to keep the reader's attention. So as Harold and Erica, the hero and heroine in his story, live through childhood, we hear about the science of child development and as they begin to date we hear about the theory of sexual attraction. Brooks carries this through to the death of one of his characters.

    On the whole, Brooks' story is acceptable if uninspired. As one would expect, his writing is mostly clear and, to be fair, some chapters stand out above the rest. I enjoyed, for instance, the chapter in which Harold discovers how to think on his own. While Harold and Erica are certainly not strong or memorable characters, the more serious problems with The Social Animal lie elsewhere. These problems partly involve Brooks' attempt to translate his tale into science.

    I have been surprised each time my child has come home from school with a message saying his teacher wants to see me.

    I know my son seems very naughty(淘气的). He cannot concentrate(专心)on reading, he makes silly mistakes in his homework or often fails his exams.

    Whenever such things happen, his teacher shouts," Ask your parents to come here." And then I have to go with my tail(尾巴) between my legs to find out what's going on with my son and to listen to the teacher scold(训斥)him.

    I really feel sorry for my son's mistakes and usually feel personally responsible.

But I can't help feeling angry with him after a meeting with his teacher.

    Gradually, I have realized that anger will do him no good, and that actually he needs my help.

    On the other hand, I think that to educate our "little emperors(皇帝)",there needs to be more understanding and cooperation(合作)between teachers and parents to help him find his mistake.