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Advertiserstendtothinkbigandperhapsthisiswhythey’realwayscominginforcriticism.Their!criticsseemtoresentthembecausetheyhaveaflairforself-promotionandbecausetheyhavesomuchmoneytothrowaround.It’siniquitoustheysaythatthisentirelyunproductiveindustryifwecancallitthatshouldabsorbmillionsofpoundseachyear.Itonlygoestoshowhowmuchprofitthebigcompaniesaremaking.Whydon’ttheystopadvertisingandreducethepriceoftheirgoodsAfterallit’stheconsumerwhopays....Thepooroldconsumer!He’dhavetopayagreatdealmoreifadvertisingdidn’tcreatemassmarketsforproducts.Itispreciselybecauseoftheheavyadvertisingthatconsumergoodsaresocheap.Butwegetthewrongideaifwethinktheonlypurposeofadvertisingistosellgoods.Anotherequallyimportantfunctionistoinform.Agreatdealoftheknowledgewehaveabouthouseholdgoodsderiveslargelyfromtheadvertisementsweread.Advertisementsintroduceustonewproductsorremindusoftheexistenceoftheoneswealreadyknowabout.Supposingyouwantedtobuyawashingmachineitismorethanlikelyyouwouldobtaindetailsregardingperformancepriceetcfromanadvertisement.Lotsofpeoplepretendthattheyneverreadadvertisementsbutthisclaimmaybeseriouslydoubted.Itishardlypossiblenottoreadadvertisementsthesedays.Andwhatfuntheyoftenaretoo!Justthinkwhatarailwaystationoranewspaperwouldbelikewithoutadvertisements.WouldyouenjoygazingatablankwallorreadingrailwaybylawswhilewaitingforatrainWouldyouliketoreadonlycloselyprintedcolumnsofnewsinyourdailypaperAcheerfulwittyadvertisementmakessuchadifferencetoadrabwalloranewspaperfullofthedailyrationofcalamities.Wemustnotforgeteitherthatadvertisingmakesapositivecontributiontoourpockets.Newspaperscommercialradioandtelevisioncompaniescouldnotsubsistwithoutthissourceofrevenue.Thefactthatwepaysolittleforourdailypaperorcanenjoysomanybroadcastprogramsisdueentirelytothemoneyspentbyadvertisers.Justthinkwhatanewspaperwouldcostifwehadtopayitsfullprice!Anotherthingwemustn’tforgetisthesmallads.whichareinvirtuallyeverynewspaperandmagazine.Whatatremendouslyusefulservicetheyperformforthecommunity!Justaboutanythingcanbeaccomplishedthroughthesecolumns.Forinstanceyoucanfindajobbuyorsellahouseannounceabirthmarriageordeathinwhatusedtobecalledthehatchmatchanddispatchcolumnbutbyfarthemostfascinatingsectionisthepersonaloragonycolumn.Nootheriteminanewspaperprovidessuchentertainingreadingorofferssuchadeepinsightintohumannature.It’sthebestadvertisementforadvertisingthereis!Theattitudeoftheauthortowardadvertisersis______.
Don’tdoanymoreworknowyoulooksotiring.
Anyonemayborrowbooksanditcostnothingtoborrowthem.
Advertiserstendtothinkbigandperhapsthisiswhythey’realwayscominginforcriticism.Their!criticsseemtoresentthembecausetheyhaveaflairforself-promotionandbecausetheyhavesomuchmoneytothrowaround.It’siniquitoustheysaythatthisentirelyunproductiveindustryifwecancallitthatshouldabsorbmillionsofpoundseachyear.Itonlygoestoshowhowmuchprofitthebigcompaniesaremaking.Whydon’ttheystopadvertisingandreducethepriceoftheirgoodsAfterallit’stheconsumerwhopays....Thepooroldconsumer!He’dhavetopayagreatdealmoreifadvertisingdidn’tcreatemassmarketsforproducts.Itispreciselybecauseoftheheavyadvertisingthatconsumergoodsaresocheap.Butwegetthewrongideaifwethinktheonlypurposeofadvertisingistosellgoods.Anotherequallyimportantfunctionistoinform.Agreatdealoftheknowledgewehaveabouthouseholdgoodsderiveslargelyfromtheadvertisementsweread.Advertisementsintroduceustonewproductsorremindusoftheexistenceoftheoneswealreadyknowabout.Supposingyouwantedtobuyawashingmachineitismorethanlikelyyouwouldobtaindetailsregardingperformancepriceetcfromanadvertisement.Lotsofpeoplepretendthattheyneverreadadvertisementsbutthisclaimmaybeseriouslydoubted.Itishardlypossiblenottoreadadvertisementsthesedays.Andwhatfuntheyoftenaretoo!Justthinkwhatarailwaystationoranewspaperwouldbelikewithoutadvertisements.WouldyouenjoygazingatablankwallorreadingrailwaybylawswhilewaitingforatrainWouldyouliketoreadonlycloselyprintedcolumnsofnewsinyourdailypaperAcheerfulwittyadvertisementmakessuchadifferencetoadrabwalloranewspaperfullofthedailyrationofcalamities.Wemustnotforgeteitherthatadvertisingmakesapositivecontributiontoourpockets.Newspaperscommercialradioandtelevisioncompaniescouldnotsubsistwithoutthissourceofrevenue.Thefactthatwepaysolittleforourdailypaperorcanenjoysomanybroadcastprogramsisdueentirelytothemoneyspentbyadvertisers.Justthinkwhatanewspaperwouldcostifwehadtopayitsfullprice!Anotherthingwemustn’tforgetisthesmallads.whichareinvirtuallyeverynewspaperandmagazine.Whatatremendouslyusefulservicetheyperformforthecommunity!Justaboutanythingcanbeaccomplishedthroughthesecolumns.Forinstanceyoucanfindajobbuyorsellahouseannounceabirthmarriageordeathinwhatusedtobecalledthehatchmatchanddispatchcolumnbutbyfarthemostfascinatingsectionisthepersonaloragonycolumn.Nootheriteminanewspaperprovidessuchentertainingreadingorofferssuchadeepinsightintohumannature.It’sthebestadvertisementforadvertisingthereis!WhichofthefollowingisNotTrue
Don’tallspeakatonce!______please.
Fromthehealthpointofviewwearelivinginamarvelousage.Weareimmunizedfrombirthagainstmanyofthemostdangerousdiseases.Alargenumberofoncefatalillnessescannowbecuredbymoderndrugsandsurgery.Itisalmostcertainthatonedayremedieswillbefoundforthemoststubbornremainingdiseases.Theexpectationoflifehasincreasedenormously.Butthoughthepossibilityoflivingalongandhappylifeisgreaterthaneverbeforeeverydaywewitnesstheincredibleslaughterofmenwomenandchildrenontheroads.Manversusthemotorcar!Itisanever-endingbattlewhichmanislosing.Thousandsofpeopleovertheworldarekilledorhorriblykilledeachyearandwearequietlysittingbackandlettingithappen.Ithasbeenrightlysaidthatwhenamanissittingbehindasteeringwheelhiscarbecomestheextensionofhispersonality.Thereisnodoubtthatthemotorcaroftenbringsoutaman’sveryworstqualities.Peoplewhoarenormallyquietandpleasantmaybecomeunrecognizablewhentheyarebehindasteering-wheel.Theysweartheyareill-manneredandaggressivewillfulastwo-year-oldsandutterlyselfish.Alltheirhiddenfrustrationsdisappointmentsandjealousiesseemtobebroughttothesurfacebytheactofdriving.Thesurprisingthingisthatsocietysmilessobenignlyonthemotoristandseemstocondonehisbehaviour.Everythingisdoneforhisconvenience.Citiesareallowedtobecomealmostuninhabitablebecauseofheavytraffic;townsaremadeuglybyhugecarparks;thecountrysideisdesecratedbyroadnetworks;andthemassannualslaughterbecomesnothingmorethanastatistictobeconvenientlyforgotten.Itishightimeaworldcodewerecreatedtoreducethissenselesswasteofhumanlife.Withregardtodrivingthelawsofsomecountriesarenotoriouslylaxandeventhestrictestarenotstrictenough.Acodewhichwasuniversallyacceptedcouldonlyhaveadramaticallybeneficialeffectontheaccidentrate.Hereareafewexamplesofsomeofthethingsthatmightbedone.Thedrivingtestshouldbestandardizedandmadefarmoredifficultthanitis;allthedriversshouldbemadetotakeatesteverythreeyearsorso;theageatwhichyoungpeopleareallowedtodriveanyvehicleshouldberaisedtoatleast21;allvehiclesshouldbeputthroughstringentannualtestsforsafety.Eventhesmallestamountofalcoholinthebloodcanimpairaperson’sdrivingability.Presentdrinkinganddrivinglawswheretheyexistshouldbemademuchstricter.Maximumandminimumspeedlimitsshouldbeimposedonallroads.GovernmentsshouldlaydownsafetyspecificationsformanufacturersashasbeendoneintheUSA.Alladvertisingstressingpowerandperformanceshouldbebanned.Thesemeasuresmaysoundinordinatelyharsh.Butsurelynothingshouldbeconsideredassevereifitresultsinreducingtheannualtollofhumanlife.Afteralltheworldisforhumanbeingsnotmotorcars.WhichofthefollowingisNOTmentionedasawayagainsttrafficaccidents
GovernorOgden’sneweconomicpolicieswillfocuson______morejobsinPaxtonCounty.
Whattheremoteareasneed______educationtochildrenandwhatthechildrenneed______goodtextbooksatthemoment.
Beingabletospeakanotherlanguagewellisagreat______whenyou’relookingforajob.
Fromthehealthpointofviewwearelivinginamarvelousage.Weareimmunizedfrombirthagainstmanyofthemostdangerousdiseases.Alargenumberofoncefatalillnessescannowbecuredbymoderndrugsandsurgery.Itisalmostcertainthatonedayremedieswillbefoundforthemoststubbornremainingdiseases.Theexpectationoflifehasincreasedenormously.Butthoughthepossibilityoflivingalongandhappylifeisgreaterthaneverbeforeeverydaywewitnesstheincredibleslaughterofmenwomenandchildrenontheroads.Manversusthemotorcar!Itisanever-endingbattlewhichmanislosing.Thousandsofpeopleovertheworldarekilledorhorriblykilledeachyearandwearequietlysittingbackandlettingithappen.Ithasbeenrightlysaidthatwhenamanissittingbehindasteeringwheelhiscarbecomestheextensionofhispersonality.Thereisnodoubtthatthemotorcaroftenbringsoutaman’sveryworstqualities.Peoplewhoarenormallyquietandpleasantmaybecomeunrecognizablewhentheyarebehindasteering-wheel.Theysweartheyareill-manneredandaggressivewillfulastwo-year-oldsandutterlyselfish.Alltheirhiddenfrustrationsdisappointmentsandjealousiesseemtobebroughttothesurfacebytheactofdriving.Thesurprisingthingisthatsocietysmilessobenignlyonthemotoristandseemstocondonehisbehaviour.Everythingisdoneforhisconvenience.Citiesareallowedtobecomealmostuninhabitablebecauseofheavytraffic;townsaremadeuglybyhugecarparks;thecountrysideisdesecratedbyroadnetworks;andthemassannualslaughterbecomesnothingmorethanastatistictobeconvenientlyforgotten.Itishightimeaworldcodewerecreatedtoreducethissenselesswasteofhumanlife.Withregardtodrivingthelawsofsomecountriesarenotoriouslylaxandeventhestrictestarenotstrictenough.Acodewhichwasuniversallyacceptedcouldonlyhaveadramaticallybeneficialeffectontheaccidentrate.Hereareafewexamplesofsomeofthethingsthatmightbedone.Thedrivingtestshouldbestandardizedandmadefarmoredifficultthanitis;allthedriversshouldbemadetotakeatesteverythreeyearsorso;theageatwhichyoungpeopleareallowedtodriveanyvehicleshouldberaisedtoatleast21;allvehiclesshouldbeputthroughstringentannualtestsforsafety.Eventhesmallestamountofalcoholinthebloodcanimpairaperson’sdrivingability.Presentdrinkinganddrivinglawswheretheyexistshouldbemademuchstricter.Maximumandminimumspeedlimitsshouldbeimposedonallroads.GovernmentsshouldlaydownsafetyspecificationsformanufacturersashasbeendoneintheUSA.Alladvertisingstressingpowerandperformanceshouldbebanned.Thesemeasuresmaysoundinordinatelyharsh.Butsurelynothingshouldbeconsideredassevereifitresultsinreducingtheannualtollofhumanlife.Afteralltheworldisforhumanbeingsnotmotorcars.Whatdoestheauthorthinkofsocietytowardmotorists
--Ishouldhavegonetoseethefilmwithyou.
Itwasthesummerof1965.DeLucathen17visitedPeterBuckafamilyfriend.BuckaskedDeLucaabouthisplansforthefuture.I’mgoingtocollegebutIneedawaytopayforitDeLucarecallssaying.BucksaidYoushouldopenasandwichshop.Thatafternoontheyagreedtobepartners.Andtheysetagoal.toopen32storesintenyears.AfterdoingsomeresearchBuckwroteacheckfor$1000.DeLucarentedastorefront店面inConnecticutandwhentheycouldn’tcovertheirstart-upcostsBuckkickedinanother$1000.Butbusinessdidn’tgosmoothlyastheyexpected.DeLucasaysAftersixmonthsweweredoingpoorlybutwedidn’tknowhowbadlybecausewedidn’thaveanyfinancialcontrols.AllheandBuckknewwasthattheirsaleswerelowerthantheircosts.DeLucawasmanagingthestoreandgoingtotheUniversityofBridgeportatthesametime.BuckwasworkingathisdayjobasanuclearphysicistinNewYork.They’dmeetMondayeveningsandbrainstormideasforkeepingthebusinessrunning.Weconvincedourselvestoopenasecondstore.WefiguredwecouldtellthepublicWearesosuccessfulweareopeningasecondstore.Andtheydid-inthespringof1966.Stillitwasalotoflearningbytrialanderror.Butthepartnerslearn-as-you-goapproachturnedouttobetheirgreateststrength.EveryFridayDeLucawoulddrivearoundandhand-deliverthecheckstopaytheirsuppliers.Itprobablytookmetwoandahalfhoursanditwasn’tnecessarybutasaresultthesuppliersgottoknowmeverywellandthepersonalrelationshipsestablishedreallyhelpedoutDeLucasays.Andhavingagoalwasalsoimportant.Therearesomanyproblemsthatcangetyoudown.YoujusthavetokeepworkingtowardyourgoalDeLucaadds.DeLucaendedupfoundingSubwaySandwichthemultimillion-dollarrestaurantchain.Whatcontributemosttotheirsuccessaccordingtotheauthor
Howshouldoneinvestasumofmoneyintheseclaysofinflation通货膨胀Leftinabankitwillhardlykeepitsvaluehoweverhightheinterestrateis.OnlyabravemanoraveryrichonedarestobuyandsellontheStockMarket.Todayitseemsthatoneofthebestwaystoprotectyoursavingsandevenincreaseyourwealthistobuybeautifulobjectsfromthepast.HereIamgoingtooffersomeadviceoncollectingantiqueclockswhichIpersonallyconsiderareamongthemostinterestingofantiques.Isometimeswonderwhatabeingfromanotherplanetmightreportbackaboutourwayoflife.TheplanetEarthisruledbyamysteriouscreaturethatsitsorstandsinaroomandmakesastrangetickingsound.Ithasafacewithtwelveblackmarksandtwohands.Mencandonothingwithoutitspermissionanditfastensitsyoungroundpeople’swristssothateverywheremengotheyarestillunderitscontrol.ThiscreatureistherealmasterofEarthandmenareitsslaves.Whetherornotweareslavesoftimetodaydependsonourcultureandpersonalitybutitisbelievedthatmanyyearsagokingskeptspecialslavestotellthetime.Certainmenwereverycleveratmeasuringthetimeofdayaccordingtothebeatingoftheirownhearts.Theyweremadetostandinafixedplaceandeveryhourorsowouldshoutthetime.Soitseemsthatthefirstclockswerehumanbeings.Howevermenquicklyfoundmoreconvenientandreliablewaysoftellingthetime.Theylearnedtousetheshadowscastbythesun.Theymarkedthehoursoncandlesusedsandinhour-glassesandinventedwater-clocks.Indeedanyseriousstudentofantiquesshouldspendasmuchtimeaspossiblevisitingpalacesstatelyhomesandmuseumstoseesomeofthefinestexamplesofclocksfromthepast.Antiqueclockscouldbeveryexpensivebutoneofthejoysofcollectingclocksisthatitisstillpossibletofindquitecheaponesforyourownhome.AfterallifyouaregoingtoberuledbythetimewhynotinvestinairantiqueclockandperhapsmakeafutureprofitAccordingtothepassagecollectingantiqueclocks______.
Thenumberofthestamps______limitedsoanumberofpeople______tohavealookatthem.
Theprisonerofwarwishedtobe______.Tenyearslaterhe______freeandre-gainedhis
Howshouldoneinvestasumofmoneyintheseclaysofinflation通货膨胀Leftinabankitwillhardlykeepitsvaluehoweverhightheinterestrateis.OnlyabravemanoraveryrichonedarestobuyandsellontheStockMarket.Todayitseemsthatoneofthebestwaystoprotectyoursavingsandevenincreaseyourwealthistobuybeautifulobjectsfromthepast.HereIamgoingtooffersomeadviceoncollectingantiqueclockswhichIpersonallyconsiderareamongthemostinterestingofantiques.Isometimeswonderwhatabeingfromanotherplanetmightreportbackaboutourwayoflife.TheplanetEarthisruledbyamysteriouscreaturethatsitsorstandsinaroomandmakesastrangetickingsound.Ithasafacewithtwelveblackmarksandtwohands.Mencandonothingwithoutitspermissionanditfastensitsyoungroundpeople’swristssothateverywheremengotheyarestillunderitscontrol.ThiscreatureistherealmasterofEarthandmenareitsslaves.Whetherornotweareslavesoftimetodaydependsonourcultureandpersonalitybutitisbelievedthatmanyyearsagokingskeptspecialslavestotellthetime.Certainmenwereverycleveratmeasuringthetimeofdayaccordingtothebeatingoftheirownhearts.Theyweremadetostandinafixedplaceandeveryhourorsowouldshoutthetime.Soitseemsthatthefirstclockswerehumanbeings.Howevermenquicklyfoundmoreconvenientandreliablewaysoftellingthetime.Theylearnedtousetheshadowscastbythesun.Theymarkedthehoursoncandlesusedsandinhour-glassesandinventedwater-clocks.Indeedanyseriousstudentofantiquesshouldspendasmuchtimeaspossiblevisitingpalacesstatelyhomesandmuseumstoseesomeofthefinestexamplesofclocksfromthepast.Antiqueclockscouldbeveryexpensivebutoneofthejoysofcollectingclocksisthatitisstillpossibletofindquitecheaponesforyourownhome.AfterallifyouaregoingtoberuledbythetimewhynotinvestinairantiqueclockandperhapsmakeafutureprofitThepurposeofthepassageis______.
Hewouldratherstayathomethantogooutwithyou.
Whenyouthinkofthetremendoustechnologicalprogresswehavemadeit’samazinghowlittlewehavedevelopedinotherrespects.WemayspeakcontemptuouslyofthepooroldRomansbecausetheyrelishedtheorgiesofslaughterthatwentonintheirarenas.Wemaydespisethembecausetheymistookthesegoings-onforentertainment.Wemayforgivethemcondescendinglybecausetheylived2000yearsagoandobviouslyknewnobetter.Butareourfeelingsofsuperiorityreallyjustified.AreweanylessbloodthirstyWhydoboxingmatchesforinstanceattractsuchuniversalinterestDon’tthespectatorswhoattendthemhopetheywillseesomeviolenceHumanbeingsremainasbloodthirstyasevertheywere.TheonlydifferencebetweenourselvesandtheRomansisthatwhiletheywerehonestenoughtoadmitthattheyenjoyedwatchinghungrylionstearingpeopleapartandeatingthemalivewefindallsortsofsophisticatedargumentstodefendsportswhichshouldhavebeenbannedlongago;sportswhicharequiteasbarbarousassaypublichangingsorbearbaiting.Itisreallyincrediblethatinthisdayandageweshouldstillallowhuntingorbull-fightingthatweshouldbepreparedtositbackandwatchtwomenbattereachothertopulpinaboxingringthatweshouldberelativelyunmovedbythesightofoneoranumberofracingcarscrashingandburstingintoflames.Letusnotdeceiveourselves.Anytalkofthesportingspiritissheerhypocrisy.Peopletakepartinviolentsportsbecauseofthehighrewardstheybring.Spectatorsarewillingtopayvastsumsofmoneytoseeviolence.Aworldheavy-weightchampionshipmatchforinstanceisfront-pagenews.Millionsofpeoplearedisappointedifabigfightisoverintworoundsinsteadoffifteen.Theyfeeldisappointmentbecausetheyhavebeendeprivedoftheexquisitepleasureofwitnessingprolongedtortureandviolence.WhyshouldwebanviolentsportsifpeopleenjoythemsomuchYoumaywellask.Theanswerissimpletheyareuncivilized.Forcenturiesmanhasbeentryingtoimprovehimselfspirituallyandemotionally—admittedlywithlittlesuccess.Butatleastwenolongertoleratethesightofmadmenbeingcoopedupincagesorpublicfloggingsofanyofthecountlessotherbarbaricpracticeswhichwerecommoninthepast.Prisonsarenolongerthegrimforbiddingplacestheyusedtobe.Socialwelfaresystemsareinoperationinmanypartsoftheworld.Bigeffortsarebeingmadetodistributewealthfairly.Thesechangeshavecomeaboutnotbecausehumanbeingshavesuddenlyandunaccountablyimprovedbutbecausepositivestepsweretakentochangethelaw.Thelawisthebiggestinstrumentofsocialchangethatwehaveanditmayexertgreatcivilizinginfluence.Ifwebanneddangerousandviolentsportswewouldbemovingonestepfurthertoimprovingmankind.Wewouldrecognizethatviolenceisdegradingandunworthyofhumanbeings.Thepurposeoftheauthorinwritingthispassageis______.
Howshouldoneinvestasumofmoneyintheseclaysofinflation通货膨胀Leftinabankitwillhardlykeepitsvaluehoweverhightheinterestrateis.OnlyabravemanoraveryrichonedarestobuyandsellontheStockMarket.Todayitseemsthatoneofthebestwaystoprotectyoursavingsandevenincreaseyourwealthistobuybeautifulobjectsfromthepast.HereIamgoingtooffersomeadviceoncollectingantiqueclockswhichIpersonallyconsiderareamongthemostinterestingofantiques.Isometimeswonderwhatabeingfromanotherplanetmightreportbackaboutourwayoflife.TheplanetEarthisruledbyamysteriouscreaturethatsitsorstandsinaroomandmakesastrangetickingsound.Ithasafacewithtwelveblackmarksandtwohands.Mencandonothingwithoutitspermissionanditfastensitsyoungroundpeople’swristssothateverywheremengotheyarestillunderitscontrol.ThiscreatureistherealmasterofEarthandmenareitsslaves.Whetherornotweareslavesoftimetodaydependsonourcultureandpersonalitybutitisbelievedthatmanyyearsagokingskeptspecialslavestotellthetime.Certainmenwereverycleveratmeasuringthetimeofdayaccordingtothebeatingoftheirownhearts.Theyweremadetostandinafixedplaceandeveryhourorsowouldshoutthetime.Soitseemsthatthefirstclockswerehumanbeings.Howevermenquicklyfoundmoreconvenientandreliablewaysoftellingthetime.Theylearnedtousetheshadowscastbythesun.Theymarkedthehoursoncandlesusedsandinhour-glassesandinventedwater-clocks.Indeedanyseriousstudentofantiquesshouldspendasmuchtimeaspossiblevisitingpalacesstatelyhomesandmuseumstoseesomeofthefinestexamplesofclocksfromthepast.Antiqueclockscouldbeveryexpensivebutoneofthejoysofcollectingclocksisthatitisstillpossibletofindquitecheaponesforyourownhome.AfterallifyouaregoingtoberuledbythetimewhynotinvestinairantiqueclockandperhapsmakeafutureprofitWhichofthefollowingisNOTmentionedasawaytomeasurethetime
Itwasthesummerof1965.DeLucathen17visitedPeterBuckafamilyfriend.BuckaskedDeLucaabouthisplansforthefuture.I’mgoingtocollegebutIneedawaytopayforitDeLucarecallssaying.BucksaidYoushouldopenasandwichshop.Thatafternoontheyagreedtobepartners.Andtheysetagoal.toopen32storesintenyears.AfterdoingsomeresearchBuckwroteacheckfor$1000.DeLucarentedastorefront店面inConnecticutandwhentheycouldn’tcovertheirstart-upcostsBuckkickedinanother$1000.Butbusinessdidn’tgosmoothlyastheyexpected.DeLucasaysAftersixmonthsweweredoingpoorlybutwedidn’tknowhowbadlybecausewedidn’thaveanyfinancialcontrols.AllheandBuckknewwasthattheirsaleswerelowerthantheircosts.DeLucawasmanagingthestoreandgoingtotheUniversityofBridgeportatthesametime.BuckwasworkingathisdayjobasanuclearphysicistinNewYork.They’dmeetMondayeveningsandbrainstormideasforkeepingthebusinessrunning.Weconvincedourselvestoopenasecondstore.WefiguredwecouldtellthepublicWearesosuccessfulweareopeningasecondstore.Andtheydid-inthespringof1966.Stillitwasalotoflearningbytrialanderror.Butthepartnerslearn-as-you-goapproachturnedouttobetheirgreateststrength.EveryFridayDeLucawoulddrivearoundandhand-deliverthecheckstopaytheirsuppliers.Itprobablytookmetwoandahalfhoursanditwasn’tnecessarybutasaresultthesuppliersgottoknowmeverywellandthepersonalrelationshipsestablishedreallyhelpedoutDeLucasays.Andhavingagoalwasalsoimportant.Therearesomanyproblemsthatcangetyoudown.YoujusthavetokeepworkingtowardyourgoalDeLucaadds.DeLucaendedupfoundingSubwaySandwichthemultimillion-dollarrestaurantchain.Whatcanwelearnabouttheirfirstshop
WhenIopenedthefirstBodyShopin1976whatIwantedtodowastoearn挣enoughmoneytofeedmychildren.TodaytheBodyShopisagreatcompanygrowingfastallaroundtheworld.IntheyearssincewebeganIhavelearnedalot.MuchofwhatIhavelearnedwillbefoundinthisbookbecauseIbelievethatweasacompanyhavesomethingworthsayingabouthowtorunasuccessfulbusinesswithoutgivingupwhatyoureallybelievein.It’snotanordinarybusinessbook.Itisnotjustaboutmylifeeither.Themessageisthattosucceedinbusinessyouhavetobedifferent.Businesscanbefunandcanberunwithloveanddogood.InbusinessasinlifeIneedtoenjoymyselftohaveafeelingofmyfamilyandtofeelexcitedbysomethingunusual.IhavealwayswantedthepeoplewhoworkfortheBodyShoptofeelthesameway.Nowthisbooksendstheseideasoutintotheworldandmakesthempublic.I’dliketothinktherearenolimits界限toourfamilyandnolimitstowhatcanbedone.Ifindthatanexcitingthought.Ihopeyoudotoo.Whatkindofworkersdoesthewriterliketoemploy雇佣
Theteachertoldusthattheearthranaroundthesun.
Itwasthesummerof1965.DeLucathen17visitedPeterBuckafamilyfriend.BuckaskedDeLucaabouthisplansforthefuture.I’mgoingtocollegebutIneedawaytopayforitDeLucarecallssaying.BucksaidYoushouldopenasandwichshop.Thatafternoontheyagreedtobepartners.Andtheysetagoal.toopen32storesintenyears.AfterdoingsomeresearchBuckwroteacheckfor$1000.DeLucarentedastorefront店面inConnecticutandwhentheycouldn’tcovertheirstart-upcostsBuckkickedinanother$1000.Butbusinessdidn’tgosmoothlyastheyexpected.DeLucasaysAftersixmonthsweweredoingpoorlybutwedidn’tknowhowbadlybecausewedidn’thaveanyfinancialcontrols.AllheandBuckknewwasthattheirsaleswerelowerthantheircosts.DeLucawasmanagingthestoreandgoingtotheUniversityofBridgeportatthesametime.BuckwasworkingathisdayjobasanuclearphysicistinNewYork.They’dmeetMondayeveningsandbrainstormideasforkeepingthebusinessrunning.Weconvincedourselvestoopenasecondstore.WefiguredwecouldtellthepublicWearesosuccessfulweareopeningasecondstore.Andtheydid-inthespringof1966.Stillitwasalotoflearningbytrialanderror.Butthepartnerslearn-as-you-goapproachturnedouttobetheirgreateststrength.EveryFridayDeLucawoulddrivearoundandhand-deliverthecheckstopaytheirsuppliers.Itprobablytookmetwoandahalfhoursanditwasn’tnecessarybutasaresultthesuppliersgottoknowmeverywellandthepersonalrelationshipsestablishedreallyhelpedoutDeLucasays.Andhavingagoalwasalsoimportant.Therearesomanyproblemsthatcangetyoudown.YoujusthavetokeepworkingtowardyourgoalDeLucaadds.DeLucaendedupfoundingSubwaySandwichthemultimillion-dollarrestaurantchain.DeLucaopenedthefirstsandwichshopinorderto______.
Thoughitwasraininghardbutthechildrenpracticedfootballontheplayground.
--Theyhaven’tfinishedtheworkuptonow.--Wellthey______.
Withonlyabout1000pandasleftintheworldChinaisdesperatelytryingtoclonetheanimalandsavetheendangeredspecies.That’samovesimilartowhataTexasA&MUniversityresearcherhasbeenundertakingforthepastfiveyearsinaprojectcalledNoah’sArk.Dr.DuaneKraemeraprofessorinTexasA&M’sCollegeofVeterinaryMedicineandapioneerinembryo胚胎transferworkandrelatedproceduressayshesalutestheChineseeffortandIwishthemallthebestsuccesspossible.It’saworthwhileprojectcertainlynotaneasyoneandit’sverymuchlikewhatwe’reattemptinghereatTexasA&M--tosaveanimalsfromextinction.Noah’sArkisaimedatcollectingeggsembryossemen精子andDNAofendangeredanimalsandstoringtheminliquidnitrogen.IfcertainspeciesshouldbecomeextinctKraemersaystherewouldbeenoughofthebasicbuildingblockstoreintroducethespeciesinthefuture.Itisestimatedthatasmanyas2000speciesofmammalsbirdsandreptileswillbecomeextinctoverthenext100years.ThepandanativeonlytoChinaisindangerofbecomingextinctinthenext25years.ThisweekChinesescientistssaidtheygrewanembryobyintroducingcellsfromadeadfemalepandaintotheeggcellsofaJapanesewhiterabbit.Theyarenowtryingtoimplanttheembryointoahostanimal.Theentireprocedurecouldtakefromthreetofiveyearstocomplete.ThenucleartransferofonespeciestoanotherisnoteasyandthelackofavailablepandaeggscouldbeamajorproblemKraemerbelieves.Theywillprobablyhavetodoseveralhundredtransferstoresultinonepregnancy.Ittakesalongtimeandit’sdifficultbutthiscouldbegroundbreakingscienceifitworks.TheyarecertainlynotputtinganylivepandasatrisksoitisworththeeffortaddsKraemerwhoisoneoftheleadersoftheMissyplicityProjectatTexasA&Mthefirsteverattemptatcloningadog.Theyaretryingtodosomethingthat’sneverbeendoneandthisisverysimilartoourworkinNoah’sArk.We’rebothtryingtosaveanimalsthatfaceextinction.Icertainlyapplaudtheireffortandthere’salotwecanlearnfromwhattheyareattemptingtodo.It’saresearchthatisverymuchneeded./HowlongwilltheChinesepandacloningprojecttakeaccordingtothepassage
Advertiserstendtothinkbigandperhapsthisiswhythey’realwayscominginforcriticism.Their!criticsseemtoresentthembecausetheyhaveaflairforself-promotionandbecausetheyhavesomuchmoneytothrowaround.It’siniquitoustheysaythatthisentirelyunproductiveindustryifwecancallitthatshouldabsorbmillionsofpoundseachyear.Itonlygoestoshowhowmuchprofitthebigcompaniesaremaking.Whydon’ttheystopadvertisingandreducethepriceoftheirgoodsAfterallit’stheconsumerwhopays....Thepooroldconsumer!He’dhavetopayagreatdealmoreifadvertisingdidn’tcreatemassmarketsforproducts.Itispreciselybecauseoftheheavyadvertisingthatconsumergoodsaresocheap.Butwegetthewrongideaifwethinktheonlypurposeofadvertisingistosellgoods.Anotherequallyimportantfunctionistoinform.Agreatdealoftheknowledgewehaveabouthouseholdgoodsderiveslargelyfromtheadvertisementsweread.Advertisementsintroduceustonewproductsorremindusoftheexistenceoftheoneswealreadyknowabout.Supposingyouwantedtobuyawashingmachineitismorethanlikelyyouwouldobtaindetailsregardingperformancepriceetcfromanadvertisement.Lotsofpeoplepretendthattheyneverreadadvertisementsbutthisclaimmaybeseriouslydoubted.Itishardlypossiblenottoreadadvertisementsthesedays.Andwhatfuntheyoftenaretoo!Justthinkwhatarailwaystationoranewspaperwouldbelikewithoutadvertisements.WouldyouenjoygazingatablankwallorreadingrailwaybylawswhilewaitingforatrainWouldyouliketoreadonlycloselyprintedcolumnsofnewsinyourdailypaperAcheerfulwittyadvertisementmakessuchadifferencetoadrabwalloranewspaperfullofthedailyrationofcalamities.Wemustnotforgeteitherthatadvertisingmakesapositivecontributiontoourpockets.Newspaperscommercialradioandtelevisioncompaniescouldnotsubsistwithoutthissourceofrevenue.Thefactthatwepaysolittleforourdailypaperorcanenjoysomanybroadcastprogramsisdueentirelytothemoneyspentbyadvertisers.Justthinkwhatanewspaperwouldcostifwehadtopayitsfullprice!Anotherthingwemustn’tforgetisthesmallads.whichareinvirtuallyeverynewspaperandmagazine.Whatatremendouslyusefulservicetheyperformforthecommunity!Justaboutanythingcanbeaccomplishedthroughthesecolumns.Forinstanceyoucanfindajobbuyorsellahouseannounceabirthmarriageordeathinwhatusedtobecalledthehatchmatchanddispatchcolumnbutbyfarthemostfascinatingsectionisthepersonaloragonycolumn.Nootheriteminanewspaperprovidessuchentertainingreadingorofferssuchadeepinsightintohumannature.It’sthebestadvertisementforadvertisingthereis!Whatisthemainideaofthispassage
People______thenewTVplay.
WhenIopenedthefirstBodyShopin1976whatIwantedtodowastoearn挣enoughmoneytofeedmychildren.TodaytheBodyShopisagreatcompanygrowingfastallaroundtheworld.IntheyearssincewebeganIhavelearnedalot.MuchofwhatIhavelearnedwillbefoundinthisbookbecauseIbelievethatweasacompanyhavesomethingworthsayingabouthowtorunasuccessfulbusinesswithoutgivingupwhatyoureallybelievein.It’snotanordinarybusinessbook.Itisnotjustaboutmylifeeither.Themessageisthattosucceedinbusinessyouhavetobedifferent.Businesscanbefunandcanberunwithloveanddogood.InbusinessasinlifeIneedtoenjoymyselftohaveafeelingofmyfamilyandtofeelexcitedbysomethingunusual.IhavealwayswantedthepeoplewhoworkfortheBodyShoptofeelthesameway.Nowthisbooksendstheseideasoutintotheworldandmakesthempublic.I’dliketothinktherearenolimits界限toourfamilyandnolimitstowhatcanbedone.Ifindthatanexcitingthought.Ihopeyoudotoo.Whatwouldsomeonelearnfromthistext
MurielAliisthelandlordofa______brownstoneapartmentbuildinginBrooklyn.
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