The Only Way Is Up Think of a modern city and the first image that come to mind is the skyline.It is full of great buildings, pointing like fingers to heaven.It is true that some cities don’t permit buildings to go a-bove a certain height.But these are cities concerned with the past.The first thing any city does when it wants to tell the world that it has arrived is to build skyscrapers. When people gather together in cities, they create a demand for land.Since cities are places where money is made, that demand can be met.And the best way to make money out of city land is to put as many people as possible in a space that covers the smallest amount of ground.That means building upwards. The technology existed to do this as early as the 19th century.But the height of buildings was limited by one important factor.They had to be small enough for people on the top floors to climb stairs.People could not be expected to climb a mountain at the end of their journey to work, or home. Elisha Otis, a US inventor, was the man who brought us the lift—or elevator, as he preferred to call it.However, most of the technology is very old.Lifts work using the same pulley system the Egyptians used to create the Pyramids.What Otis did was attach the system to a steam engine and develop the elevator brake, which stops the lift falling if the cords that hold it up are broken.It was this that did the most to gain public confidence in the new invention.In fact, he spent a number of years exhibiting lifts at fairgrounds, giving people the chance to try them before selling the idea to architects and builders. A lift would not be a very good theme park attraction now.Going in a lift is such an everyday thing that it would just be boring.Yet psychologists and others who study human behavior find lifts fascinating.The reason is simple.Scientists have always studied animals in zoos.The nearest they can get to that with humans is in observing them in lifts. “ It breaks all the usual conventions about the bubble of personal space we carry around with us—and you just can’t choose to move away“ ,says workplace psychologist, Gary Fitzgibbon.Being trapped in this setting can create different types of tensions, he says.Some people are scared of them.Others use them as an opportunity to get close to the boss.Some stand close to the door.Others hide in the corners.Most people try and shrink into the background.But some behave in a way that makes others notice them.There are a few people who just stand in a corner taking notes. Don’t worry about them.They are probably from a university.

She was unwilling to go but she bad no choice. unable indecisive ready reluctant

Because of the popularity of the region,it is advisable to book hotels in advance. possible profitable easy wise

What were the consequences of the decision she had made? reasons results causes bases

I remember seeing her somewhere previously. before ahead seldom secretly

The earth moves around the sun. before round after over

I’ve always been cautious about giving people my phone number. afraid frightened careful rational

Communication with Customers Online Until the late 1940s, when television began finding its way into American homes,companies relied mainly on print and radio to promote their products and services.The advent (出现) of television brought about a revolution in promoting products and services.Between 1949 and 1951, advertising on television grew 960 percent.Today the Internet is once again transforming promotion.By going online, companies can communicate instantly and directly with prospective customers.Promotion on the World Wide Web includes advertising, sponsorships and sales promotions like contests and coupons.In 1996, World Wide Web advertising revenues reached $ 300 million. Effective online marketers do not merely transfer hard-copy ads (平面广告) to cyberspace.Successful sites blend promotional and non-promotional information, indirectly delivering the advertising messages.To encourage visits to their sites and to create and cultivate customers’ loyalty, companies change information frequently and provide many opportunities for interaction. One of the best online promotion web sites is the Ragu Web site.Here visitors can find thirty-six pasta recipes, take Italian lessons, and view an Italian film festival, but they will find no traditional ads.So subtle is the mix of product and promotion that visitors hardly know an advertising message has been delivered: SEGA of America, maker of computer games and hardware, uses its Web site for a variety of different promotions, such as introducing new game characters to the public and supplying Web surfers the opportunity to download games.SEGA’s home page averages 250,000 visits a day.To heighten interest in the site, SEGA bought an advertising banner on Netscape, thereby increasing site visits by 15 percent.Online participants in Quaker Oats’ Gato-rade promotion received a free T-shirt in exchange for answering a few questions.Quaker Oats reports that the online promotion created product loyalty and helped the company know its customers better. Now, to target specific Internet users, an increasing number of companies are using “push“ technology which automatically delivers customized (按客户要求创造的) news and other information to Users’ computers when they log onto the Internet.Although organizations like Nielsen Media Research are developing technologies to enhance audience measurement and tracking, it remains difficult to assess how many times the same person looks at an ad and who that person is.Although online promotions can be glamorous and sophisticated, they are not perfect.For a well-designed marketing mix, industry experts advise companies to use the Internet as a supplement to other advertising media.

Local Newspapers in Britain 1.Britain has a large circulation (发行量) of the national newspapers.The Daily Mirror and The Daily Express both sell about 4 million copies each day.On average, every family will buy one newspaper in the morning, and take two or three on Sundays. 2.Local newspapers are just as popular as the national ones in Britain.Local papers have a weekly circulation of 13 million.Nearly every town and country area has its own paper, and almost every local paper is financially holding its own.Many local newspapers are earning good profits. 3.Local newspapers have their special characteristics.They mainly satisfy interest in local events—births, weddings, deaths, council meetings, and sports.Editors often rely on a small staff of people who know the district well.Clubs and churches in the neighborhood regularly supply these papers with much local news.Local news does not get out of date as quickly as national news.If there is no room for it in this week’s edition, a news item can be held over until the following week. 4.The editor of a local newspaper never forgets that the success of any newspaper depends on advertising.For this reason, he is keen to keep the good will of local businessmen.If the newspaper sells well with carefully chosen news items to attract local readers, the businessmen will be grateful to the paper for the opportunity of keeping their products in the public eye. 5.Local newspapers seldom comment on problems of national importance, and editors rarely take sides on political questions. But they can often provide service to the community in expressing public feeling on local issues.A newspaper can sometimes persuade the council to take action to improve transport, provide better shopping facilities, and preserve local monuments and places of interest. A.Keeping Good Relations with Local Businessmen B.Service Provided by Local Newspapers C.Large Circulation of the National Newspapers D.Special Features of Local Newspapers E.Power of Local Newspapers F.Popularity of Local Newspapers

Finding a Job At sixteen Ron Mackie might have stayed at school, but the future called to him excitedly.“Get out of the classroom into a job, “ it said, and Ron obeyed. His father, supporting the decision , found a place for him in a supermarket.” You’re lucky, Ron,“ he said.” For every boy with a job these days, there’s a dozen without.” So Ron joined the working world at twenty pounds a week. For a year he spent his days filling shelves with tins of food.By the end of that time he was looking back on his school days as a time of great variety and satisfaction.He searched for an interest in his work, with little success. One fine day instead of going to work Ron got a lift on a lorry going south.With nine pounds in his pocket, a full heart and a great longing for the sea, he set out to make a better way for himself.That evening, in Bournemouth, he had a sandwich and a drink in a cafe run by an elderly man and his wife.Before he had finished the sandwich, the woman had taken him on for the rest of the summer, at twenty pounds a week, a room upstairs and three meals a day.The ease and speed of it rather took Ron’s breath away.At quiet times Ron had to check the old man’s arithmetic in the records of the business. At the end of the season, he stayed on the coast. He was again surprised how straightforward it was for a boy of seventeen to make a living. He worked in shops mostly, but once he took a job in a hotel for three weeks. Late in October he was taken on by the sick manager of a shoe shop.Ron soon found himself in charge there;he was the only one who could keep the books.

One’s economic condition often affects his or her way of life. determines shows influences confines

The policeman wrote down all the particulars of the accident. secrets details benefits words

The city government is now faced with a very serious situation after the train-collision. ideal favorable good severe

Yet in one way they are really so fortunate. to some extent in the way by the way just then

Knowing Your Real Personality from Sleeping Positions Everyone has got two personalities—the one that is shown to the world and the other that is secret and real.You don’t show your secret personality when you’re awake because you can control yourself, but when you’re asleep, your sleeping position shows the real you.In a normal night, of course, you often change your sleeping positions.The important position that best shows your secret personality is the one that you go to sleep. If you go to sleep on your back, you’re a very open person.You normally trust people and you are easily influenced by new ideas.You don’t like to make people unhappy, so you never express your real feelings.You’re quite shy and you aren’t very confident. If you sleep on your stomach, you are a person who likes to keep secrets.You worry a lot and you’re always easily becoming sad.You never want to change your ideas, but you are satisfied with your life the way it is.You usually live for today not for tomorrow. If you sleep on curled up, you are probably a very nervous person.You have a low opinion of yourself and often protect yourself from being hurt, so you are very defensive.You’re shy and you don’t usually like meeting people.You like to be on your own. If you sleep on your side, you have usually got a well-balanced personality.You know your strengths and weaknesses.You’re usually careful.You have a confident personality.You sometimes feel worried, but you don’t often get unhappy.You always say what you think, even if it makes people angry.

The Only Way Is Up Think of a modern city and the first image that come to mind is the skyline.It is full of great buildings, pointing like fingers to heaven.It is true that some cities don’t permit buildings to go a-bove a certain height.But these are cities concerned with the past.The first thing any city does when it wants to tell the world that it has arrived is to build skyscrapers. When people gather together in cities, they create a demand for land.Since cities are places where money is made, that demand can be met.And the best way to make money out of city land is to put as many people as possible in a space that covers the smallest amount of ground.That means building upwards. The technology existed to do this as early as the 19th century.But the height of buildings was limited by one important factor.They had to be small enough for people on the top floors to climb stairs.People could not be expected to climb a mountain at the end of their journey to work, or home. Elisha Otis, a US inventor, was the man who brought us the lift—or elevator, as he preferred to call it.However, most of the technology is very old.Lifts work using the same pulley system the Egyptians used to create the Pyramids.What Otis did was attach the system to a steam engine and develop the elevator brake, which stops the lift falling if the cords that hold it up are broken.It was this that did the most to gain public confidence in the new invention.In fact, he spent a number of years exhibiting lifts at fairgrounds, giving people the chance to try them before selling the idea to architects and builders. A lift would not be a very good theme park attraction now.Going in a lift is such an everyday thing that it would just be boring.Yet psychologists and others who study human behavior find lifts fascinating.The reason is simple.Scientists have always studied animals in zoos.The nearest they can get to that with humans is in observing them in lifts. “ It breaks all the usual conventions about the bubble of personal space we carry around with us—and you just can’t choose to move away“ ,says workplace psychologist, Gary Fitzgibbon.Being trapped in this setting can create different types of tensions, he says.Some people are scared of them.Others use them as an opportunity to get close to the boss.Some stand close to the door.Others hide in the corners.Most people try and shrink into the background.But some behave in a way that makes others notice them.There are a few people who just stand in a corner taking notes. Don’t worry about them.They are probably from a university.

The First Bicycle The history of the bicycle goes back more than 200 years.In 1791, Count de Sivrac【C1】______onlookers in a park in Paris as he showed【C2】______his two-wheeled invention machine called the celerifere.It was basically an【C3】______version of a children’s toy which had been in use for many years.Sivrac’s “celerifere“ had a wooden frame, made in the【C4】______of a horse,which was mounted on a wheel at either end. To ride it,you sat on a small seat,just like a modern bicycle,and pushed【C5】______against the【C6】______with your legs—there were no pedals.It was impossible to steer a celerifere and it had no brakes,but despite these problems the invention very much【C7】______to the fashionable young men of Paris.Soon they were【C8】______races up and down the streets. Minor【C9】______werecommonasridersattemptedafinalburstof【C10】______.Controlling the machine was difficult,as the only way to change【C11】______was to pull up the front of the“celerifere“ and【C12】______it round while the front wheel was spinning in the air. “Celeriferes“ were not popular for long,【C13】______, as the【C14】______of no springs, no steering and rough roads made riding them very uncomfortable.Even so,the wooden celerifere was the【C15】______of the modern bicycle.

His new girlfriend had omitted to tell him that she was married forgotten failed deleted left

He is assigned to oversee the production of the assembly lines. supervise watch suspect predict

He resented being called a foreigner. hated enjoyed annoyed shocked

The music was a little loud,but except that it was a great concert. better than more than other than rather than

“…these are cities concerned with the past“ in the first paragraph refer to cities that

The difficulty in constructing tall buildings in the 19th century lies in______.

When Otis came up with the idea of a lift, ______.

Which of the following best describes the experience of going in a lift now?

Psychologists find the lift a good place where they can study human behavior because