出自:山东第一医科大学英语（4）
Making an advertisement for television often costs more than to make a movie. For example, a two-hour movie costs $6 million. A TV commercial (广告节目）can cost more than $6,000 a second.And that does not include the cost of paying for air time. Which is more valuable, the program or the ad? In terms of money --- and making money is what television is all about --- the commercial is by far the more important.
Research, market testing, talent, time and money --- all come together to make use want to buy a product. No matter how bad we think a commercial is, it works. The sales of chairmen went up once the ads began. TV commercials actually buy their way into our head. We, in return, buy the product.
And the ads work because so much time and attention are given to them. Here are some rules of commercial ad making. If you want to get the lower-middle-class buyer, make sure the announcer（播音员） has a tough, manly voice. Put some people in the end who work with their hands. If you want to sell to an upper-class audience, make sure that the house, the furniture, and the hair style are the type that the group identifies（识别） with. If you want the buyer feel superior to the character selling the product, then make that person so stupid or silly that everyone will feel great about himself or herself.
We laugh at commercials. We don.t think we pay that much attention to them. But evidence shows we are kidding ourselves. The making of a TV commercial that costs so much money is not kid stuff（幼稚的事情）. It.s big business. And it.s telling us what to think , what we need, and what to buy. To put it simply, the TV commercial is a form of brainwashing
Fire can help people in many ways. But it can also be very harmful. Fire can heat water, warm your houses, give light, and cook food. But fire can bum things too. It can burn ms, homes, animals or people, Sometimes big fires can bum forests.
Nobody knows for sure how people began to use fire. But there are many interesting, old stories about the first time a man or woman started a fire. One story fro. m Australia tells about a man very, very long time. ago. He went up to the sun by a rope and brought fire down.
Today people know how to make a fire with matches. Children sometimes like to play with them. But matches can be very dangerous. One match can bum a piece of paper, and then it might bum a house. A small can become a big very fast.
Fires kill many people every year. So you must be very careful with match. You should also learn how to put out fires. Fires need oxygen. Without oxygen they die. There is oxygen in the air. Cover a fire with water, sand, or in an emergency, With your coat or something else. This air away from a fire and kills it. Be careful with fire, and it wi11 help you. Be careless with fire, and it will tram you
Even doing a good job may not be enough. Success often means both performing well and making sure the right people know your performance. In other words, you have to use politics to your advantage. Many discussions about office politics is negative--at best, a necessary evil -- and something that ought to be avoided if possible. That.s an unrealistic view. Politics is simply dealing with people to get things done, and wherever there are people, there is politics. The job that.s free of politics does not exist. Says Chuck Sundberg, head of the Placement and Career Planning Center at the University of California at Los Angeles，‘Your supervisor (主管人）has his own needs, wants, desires and aspirations, and those are going to affect the way he deals with you and the projects he.s in charge. You.ve got to be aware of that. And if anybody suggests that.s wrong, then they.ll nver adjust to life, friend!.‘That doesn.t mean you have to be manipulative（操纵的）’, continues Levinson.‘ But it does mean you have to take the time to be familiar with people in an organization.. Find out what different people do, what different departments do, and let people find out what you do --- your skills and competencies. If you ignore that, you may find yourself getting the short end of the stick -- not because people are having ill will, but because they don.t know you.
Life really should be one long journey of joy for children born with a world of wealth at their feet.
Internationally famous child doctor Robert Coles is the world’s top expert on the influence of money on children. He has written a well – known book on the subject, “The Privileged Ones”, and his research shows that too much money in the family can cause as many problems as too little. “Obviously there are certain advantages to being rich,” says the 53 – year – old doctor, “such as better health, education and future work prospects. But most important is the quality of family life. Money can’t buy love.”
It can buy a lot of other thing, however, and that’s where the trouble starts. Rich kids have so much to choose from that they often become confused. Overindulgence (娇养) by their parents can make them spoilt. They tent to travel more than other children, from home to home and country to country, which causes feelings of restlessness.
“But privileged children do have a better sense of their positions in the world,” adds Mr. Coles, “and they are more self – assured.” The rich children inherit the property from their parents and enjoy a high income. So money will never be one of their problems. “However, they will have a sense of isolation,” warns Dr. Coles, “and they could suffer from the hardship of not being able to deal with the everyday world because they will never really be given the chance. Everything they have achieved is because of an accident of birth. There can be no tremendous inner satisfaction about that.”
Today’s wealthy parents perhaps realize their riches can be more of a heavy load than a happiness to their children. So the first thing for them to consider is to ensure that their families are as rich in love as they are in money