新世纪英语高二全部课文及重点词组

　　The saying that “The customer is God!” rings true to me when I shop in the States. Here I feel that the customer is really taken good care of.

　　14. Henry Adam’s shoes

　　Henry Adams left work to go home on the bus as usual. As he walked out of his office, he heard a strange sound coming from his feet. Looking down, he saw that the sole of the right shoe had become partially separated.

　　“I can’t walk around like this,” he said to himself. So he turned into the Instant Shoe Service Repair Shop, where shoes are being repaired while you wait.

　　Henry removed his shoes and handed them to the repairman. “Sorry, sir,” said the repairman, examining Henry’s shoes, “but these shoes are beyond repair. How many times have you had these shoes repaired?”

　　“Five times,” said Henry.

　　“That explains it,” said the repairman. “You need a new pair.”

　　Henry went down the street into Beckman’s Shoe Store. The shop assistant greeted Henry with a smile.

　　“Sir, may I help you?”

　　“Yes,” said Henry. “I need a pair of shoes in a hurry.”

　　“Please sit down,” said the shop assistant. She then removed one of Henry’s shoes.

　　“Hmm, mighty big shoe,” she said surprisingly. “Let me check your size. Hmmm, size 48.”

　　“That’s right,” said Henry. “Size 48.”

　　The shop assistant went into the stockroom(仓库，贮藏室) and returned with empty hands and a pained look on her face. “Sorry, sir. We don’t have your size. It’s difficult to get shoes that large.”

　　“Can you recommend a place?” said Henry. “I need shoes desperately. This is my last and only pair.”

　　“The only other store open now is the Army and Navy Store(军用物品商店) down the street.”

　　Henry went down the street to the Army and Navy Store. “Do you sell shoes?” he asked the owner.

　　“Of course,” said the owner. “What kind of shoes would you like?”

　　“I don’t care as long as they’re size 48.”

　　The owner gave him a puzzled look. He left and came back within a couple of minutes. “This is the only pair that will fit you,” he said. And he held up a pair of army combat(战斗，格斗) boots.

　　Henry arrived home in his new combat boots. His wife Iris, staring at him, said, “Henry, there’s something different about you.”

　　“I’m still the same Henry,” he said. “Except that I ran across some new shoes that fit me.”

　　Looking at Henry’s newly bought boots, Iris was greatly shocked. “Combat boots? We’re going to a dance tonight, not a war. Surely you’re not going to wear those gunboats(炮舰，炮艇), are you?”

　　“Iris, these are the only shoes I have to my name. You know the problem with my wide feet.”

　　“Never mind. We’re not going to have a problem with your wide feet after tonight,” said Iris. With that, Iris went to their computer. In a second, on the screen came the largest catalogue of George’s Footwear. “I do hope they’d live up to their slogan, ‘Everything for everybody.’”

　　15. What is advertising?

　　It’s said that today more than $400 billion a year is spent on advertising worldwide. Beyond that the economic impact of advertising touches just about every consumer-product industry, from cars to chocolate. An advertisement reaches its consumers by means of TV and radio broadcasting, newspapers and magazines, direct mail(直接邮件，直接邮寄广告), billboards(广告牌) and posters, the Internet, and many other forms. In fact, it is widely recognized that the global economy is being driven to a great extent by advertisements.

　　A successful advertisement involves at least three things. The advertisers will first of all identify the market. That is, they need to work out who will buy the product in question. Then, having identified the market, they will work out the best way to meet the needs of this market. So they will take into account a number of desires or worries the target consumers may have. Do they have the desire to be popular? Are they afraid of falling ill? Lots of questions like these might be raised. Finally, they will design the advertising programme. That is, they will study what words and images their advertisement should contain and what slogans they intend to make use of. Then celebrities(名人) are sometimes employed and invited to back up the product. Scientific data are often quoted as a means of adding truthful value to the advertised product.

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