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Passage Two
文章二
Let's turn our focus now to advertising.
現在我們來關注一下廣告。
We all know what an advertisement is.
我們都知道廣告是什么。
It's essentially a message that announces something for sale.
廣告就是宣傳待售商品的信息。
Now there is an important precondition that must exist before you have advertising,
因此，廣告存在就有了一個重要的前提。
and that's a large supply of consumer goods, that is, things to sell.
那就是大量的消費品，也就是需要被銷售的產品。
You see in a place where the demand for a product is greater than the supply, there is no need to advertise.
產品供大于求時是不需要廣告的。
Now the earliest forms of advertising going back many hundreds of years with a simple sign over shop doors
廣告的最初形態可以追溯到好幾百年前。那時的廣告就是簡單地在商店門上貼一個標識，
that told you whether the shop was a bakery, a butcher shop or what have you.
它告訴人們這是一家蛋糕店、肉店等等。
Then with the advent of printing press, advertising increased substantially.
隨著印刷機的出現，廣告業得到了飛速地擴張。
Ads for products like coffee, tea and chocolate appeared in newspapers and other periodicals,
產品廣告，包括咖啡、茶和巧克力，出現在報紙和其他刊物上，
as well as on the sides of building.
還有的貼在了建筑物的墻壁上。
In the American colonies, advertising and communications media like newspapers and pamphlets became a major factor in marketing goods and services.
美洲殖民地時期，諸如報紙、宣傳單等的廣告及通信媒體成為了推銷商品和服務的重要途徑。
By modern standards, these early advertisements were quite small and subdued, not as splashy, whole page spread of today.
以現在的標準來看早期的廣告，我們會發現早期的廣告既小又受抑制，不比今天的那些引人注目的、整頁的廣告。
Still some of them appeared on the front pages of newspapers
有些廣告甚至會出現在報紙的頭版，
probably because the news often consisted of less than fresh reports from distant Europe while the ads were current and local.
這或許是因為報紙上報道的消息都是來自遙遠的歐洲的陳舊消息，而廣告都是最新，而且是本地的。
Advertising really came and became an essential part of doing business during the industrial revolution.
在工業革命期間，廣告真正成為了商業中一個必不可少的部分。
Suddenly there was a much greater supply of things to sell.
產品供給量突然增加，
And as we said earlier, that is the driving force behind advertising.
如我們剛才所說，這正好是廣告業的推動因素。
People's attention had to be drawn to the new product.
新產品需要吸引顧客的注意力。
Let's take a look at some of the advertisements from that time.
讓我們來看幾個那一時期的廣告。
Questions 13 to 15 are based on the passage you have just heard.
問題13至問題15是基于你剛剛聽到的這篇短文的
Question 13. What does the speaker say is an important precondition for advertising?
問題13 演講者說廣告的一個重要前提是什么？
Question 14. According to the speaker, what was the first advertisement?
問題14 根據演講內容，最初的廣告是什么？
Question 15. Why did early advertisements still appear on the front pages of newspapers?
問題15 為什么早期的廣告會出現在報紙的頭版？
譯文屬可可原創，僅供學習和交流使用，未經允許不得轉載
