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Passage Two
文章二
Let's turn our focus now to advertising.
现在我们来关注一下广告。
We all know what an advertisement is.
我们都知道广告是什么。
It's essentially a message that announces something for sale.
广告就是宣传待售商品的信息。
Now there is an important precondition that must exist before you have advertising,
因此，广告存在就有了一个重要的前提。
and that's a large supply of consumer goods, that is, things to sell.
那就是大量的消费品，也就是需要被销售的产品。
You see in a place where the demand for a product is greater than the supply, there is no need to advertise.
产品供大于求时是不需要广告的。
Now the earliest forms of advertising going back many hundreds of years with a simple sign over shop doors
广告的最初形态可以追溯到好几百年前。那时的广告就是简单地在商店门上贴一个标识，
that told you whether the shop was a bakery, a butcher shop or what have you.
它告诉人们这是一家蛋糕店、肉店等等。
Then with the advent of printing press, advertising increased substantially.
随着印刷机的出现，广告业得到了飞速地扩张。
Ads for products like coffee, tea and chocolate appeared in newspapers and other periodicals,
产品广告，包括咖啡、茶和巧克力，出现在报纸和其他刊物上，
as well as on the sides of building.
还有的贴在了建筑物的墙壁上。
In the American colonies, advertising and communications media like newspapers and pamphlets became a major factor in marketing goods and services.
美洲殖民地时期，诸如报纸、宣传单等的广告及通信媒体成为了推销商品和服务的重要途径。
By modern standards, these early advertisements were quite small and subdued, not as splashy, whole page spread of today.
以现在的标准来看早期的广告，我们会发现早期的广告既小又受抑制，不比今天的那些引人注目的、整页的广告。
Still some of them appeared on the front pages of newspapers
有些广告甚至会出现在报纸的头版，
probably because the news often consisted of less than fresh reports from distant Europe while the ads were current and local.
这或许是因为报纸上报道的消息都是来自遥远的欧洲的陈旧消息，而广告都是最新，而且是本地的。
Advertising really came and became an essential part of doing business during the industrial revolution.
在工业革命期间，广告真正成为了商业中一个必不可少的部分。
Suddenly there was a much greater supply of things to sell.
产品供给量突然增加，
And as we said earlier, that is the driving force behind advertising.
如我们刚才所说，这正好是广告业的推动因素。
People's attention had to be drawn to the new product.
新产品需要吸引顾客的注意力。
Let's take a look at some of the advertisements from that time.
让我们来看几个那一时期的广告。
Questions 13 to 15 are based on the passage you have just heard.
问题13至问题15是基于你刚刚听到的这篇短文的
Question 13. What does the speaker say is an important precondition for advertising?
问题13 演讲者说广告的一个重要前提是什么？
Question 14. According to the speaker, what was the first advertisement?
问题14 根据演讲内容，最初的广告是什么？
Question 15. Why did early advertisements still appear on the front pages of newspapers?
问题15 为什么早期的广告会出现在报纸的头版？
译文属可可原创，仅供学习和交流使用，未经允许不得转载
