help to change our opinions over time. This is why governments all over the world pay a lot of money for ads on such things as road safety. They believe these adverts will affect the way people think about their driving habits and will subsequently reduce the number of road accidents.
另一方面，经常处于广告的包围中，我们的想法有可能随着时间的流逝而发生变化。这就是为什么世界各地的政府会花大量的金钱来制作诸如道路安全之类的广告，他们认为这些广告(adverts)让人们认真思考他们的驾驶习惯，从而减少交通事故的数量。
KEEPING ADVERTISEDRS HONEST
Organizations and individuals advertise because they want to persuade people to behave in certain ways, for example to buy a certain brand of rice, stop speeding or see a movie at their cinema. Advertisers go, to a lot of trouble and expense to make adverts and so they want to make sure they achieve their purpose. Unfortunately, not all advertisers are good or honest people. Unless we have ways to protect ourselves, these dishonest advertisers will tell lies or use methods that may mislead us. Fortunately, most countries have developed ways to control advertising and prevent false or unsuitable advertising.
做广告的人应守诚信
组织和个人都做广告, 因为他们都想说服别人按某种方式来行事, 例如你买某个牌子的大米, 或者要你停止高速驾车或在他们的电影院里看一场电影。广告制作者在广告上花了不少精力和财力, 因此，他
们要确保能达到他们的目的。不幸的是, 并不是所有的广告商都诚实、正直。除非我们有办法进行自我保护, 否则这些不老实的广告商就会说谎话, 或者采用误导我们的手段。好在多数国家都采用了一些办法来控制广告业，防止虚假不实的广告。 The law
One way to control advertising is to make laws that prevent advertisers doing the wrong thing. Many countries have laws that forbid ads being shown at inappropriate times or in unsuitable places. For example, an ad that has an adult theme cannot be shown during children's television programmes. In some countries advertising alcoholic drinks or tobacco is banned altogether. There are also laws in most places that prevent advertisers making false statements about their products or from promoting immoral or harmful behaviour. 法律
控制广告的办法之一就是制定法律以约束广告商们的不法行为。许多国家制订了法律，禁止在不恰当的时间和不适宜的地点播放广告。譬如有成人内容的广告就不能在儿童电视节目的时间里播放。在有些国家里，酒(alcoholic)类及烟草(tobacco)的广告都是一概被禁止的. 在许多地方还制定了法律, 以防止广告商为他们的产品说假话,或者宣传(promoting)不道德或有害的行为。 Advertising organizations
Most advertisers are decent and honest, and they are as interested as everyone else in making sure ads are ethical. For this reason,
most advertisers belong to advertising organizations that not only educate and support their members, but also make rules for everyone in the organization to follow. They are called a code of ethics and include such rules as: Advertisements must not be untruthful or misleading; Advertisements must not say bad things about other people's products. If well-known people are used in advertisements, they must be honest and truthful about products they advertise. 广告组织
多数广告商都是正派(decent)、诚实的。他们和其他人一样也致力于确保广告合乎道德规范(ethical)。为此，多数广告商都是从属于某个广告组织。广告组织不仅对其成员进行教育和支持，而且还制定多种规则让组织中的每个成员都必须遵守。这些规则被称为道德规范(code of ethics)，他们包括以下规则：广告一定不能失实或误导；广告一定不能说别人产品的坏话。如果广告中用到名人, 那么他们必须对所宣传的产品确保诚信。 Complaints organization
Even though there are laws and advertisers' codes of conduct, some bad ads do get made. This is why many countries have a government organization which examines complaints about ads. A consumer can complain to the organization, giving reasons for their complaint, and if the complaint is correct, the organization can make the company stop using the offending advertisement.
投诉机构
虽然有法律和广告的行为规范，还是有很多糟糕的广告被制作出来了。这就是为什么许多国家都设有检查有关广告投诉的政府机构。消费者可以向这个机构投诉，提出投诉的理由。如果投诉是正确的，该机构可以责令该公司停止使用这种令人不愉快的(offending)广告。 The consumer
You may have heard the saying: \Beware\This means that the consumer is responsible for checking the product before buying. When it comes to advertising, consumers need to be educated about techniques used by advertisers so they can judge the claims for themselves and not blindly accept everything that is said in advertisements. As we are flooded with advertisements in our modem world, many schools believe it is their duty to educate students about advertising. 消费者
你可能听说过“买者自负(Beware)”的说法。这就是说消费者(consumer)有责任在购买其产品之前对产品进行检查。涉及到广告时，消费者需要了解广告商所使用的伎俩。这样他们才能对各种广告主张做出自己的判断，而不致盲目地接受广告中所说的一切。当今社会上广告泛滥成灾，许多学校认为它们有责任对学生进行有关广告的教育。
选修9 Unit 1 Breaking records-Reading \
Ashrita Furman is a sportsman who likes the challenge of breaking Guinness records. Over the last 25 years, he hasbroken approximately 93 Guinness records. More than twenty of these he still holds, including the record for having the most records. But these records are not made in any conventional sport like swimming or soccer. Rather Ashrita attempts to break records in very imaginative events and in very interesting places.
第一单元 路永在前方
阿什利塔·福曼是一位热衷挑战并总想争创吉尼斯纪录的运动员。在过去25年中，他大约(approximately)已经打破了93项吉尼斯世界纪录，至今，他仍然是其中20多项纪录的保持者，还包括拥有最多的吉尼斯纪录这一项。但是这些记录并不是像游泳或足球等一般运动项目那样创建的，而是阿什利塔试图在非常有趣的地点，在富有想像力的运动项目中打破的。
Recently, Ashrita achieved his dream of breaking a record in all seven continents, including hula hooping in Australia, pogo stick jumping under water in South America, and performing deep knee bends in a hot air balloon in North America.
最近，阿什利塔完成了他的梦想:在所有七大洲破一项纪录，其中包括在澳洲玩呼啦圈，在南美洲的水下做弹簧单高跷游戏，在北美洲的热气球中做膝部深弯曲运动。
While these activities might seem childish and cause laughter rather than respect, in reality they require an enormous amount of strength and fitness as well as determination.
虽然这些活动看起来孩子气且令人发笑而不是让人肃然起敬，但实际上(in reality),完成这些活动需要强大的力量,健康的体格和坚定的决心。
Think about the fine neck adjustments needed to keep a full bottle of milk on your head while you are walking. You can stop to rest or eat but the bottle has to stay on your head.
想想吧,你一边走路,一边还要把一瓶牛奶顶在头上，你的脖子需要的多好的适应力。你可以停下来休息或吃东西，但瓶子必须呆在头上。
While Ashrita makes standing on top of a 75 cm Swiss ball look easy, it is not. It takes a lot of concentration and a great sense of balance to stay on it. You have to struggle to stay on top especially when your legs start shaking.
当阿什利塔站在75厘米高的瑞士球上时，看起来虽然很轻松容易，其实不然。呆在球上得一直全神贯注，还需要有极强的注意力和极好的平衡感。特别是在双腿开始抖动的时候，你还得使劲呆在球上。
And what about somersaulting along a road for 12 miles? Somersaulting is a tough event as you have to overcome dizziness, extreme tiredness and pain. You are permitted to rest for only five minutes in every hour of rolling but you are allowed to stop briefly to vomit.
然而沿着12英里的马路翻筋斗,情况又是怎样的呢？翻筋斗是一项艰苦的运动,因为你必须克服头晕、极度疲劳和痛苦。每翻滚一个小时,只允许休息5分钟,不过也可以短暂地停下来呕吐(vomit)。
Covering a mile in the fastest time while doing gymnastically correct lunges is yet another event in which Ashrita is outstanding. Lunges are extremely hard on your legs. You start by standing and then you step forward with the fight foot while touching the left knee to the ground. Then you stand up again and step forward with the left foot while touching the fight knee to the ground. Imagine doing this for a mile!
做标准的体操(gymnastically)弓箭步动作向前，以最快的节奏走完1英里的路程是阿什利塔又一个出色的项目。弓箭步冲刺对你的双腿是一个极端艰苦的考验。开始时呈站立姿势，然后右脚向前迈一步，同时左膝触地，然后再站起来，左脚向前迈出一步，同时右膝触地。 想想吧，这个动作要反复做1英里远！
Yet this talented sportsman is not a natural athlete. As a child he was very unfit and was not at all interested in sports. However, he was fascinated by the Guinness Book of World Records.
然而，这位有才能的运动员并不是天生的。小时候，他很不健康(unfit)，而且对运动毫无兴趣。但他却对《吉尼斯世界纪录大全》非常着迷(fascinated)。
How Ashrita came to be a sportsman is an interesting story. As a teenager, he began searching for a deeper meaning in life. He studied Eastern religions and, aged 16, discovered an Indian meditation teacher
called Sri Chinmoy who lived in his neighbourhood in New York City. Since that time in the early 1970s, Ashrita has been one of Sri Chinmoy's students. Sri Chinmoy says that it is just as important for people to develop their bodies as it is to develop their minds, hearts and spiritual selves. He believes that there is no limit to people's physical abilities.
阿什利塔究竟是怎样成为一位运动员的呢？这是一个有趣的故事。少年时,他就开始探究人生的深层的意义。他研究过东方宗教，16岁时，他发现了一位名叫斯里琴摩的印度静坐功(mediation)导师，住在纽约市他家附近。自从20世纪70年代初，阿什利塔就一直是斯里琴摩的学生。斯里琴摩指出，人们发展他们的体魂与发展他们的头脑、心灵和精神上的(spiritual)自我具有同等的重要性，并且他相信人的体能是没有局限的。
When Ashrita came third in a 24-hour bicycle marathon in New York's Central Park in 1978, he knew that he would one day get into the Guinness Book of World Records. He had been urged by his spiritual leader to enter the marathon even though he had done no training. So, when he won third place, he came to the understanding that his body was just an instrument of the spirit and that he seemed to be able to use his spirit to accomplish anything. From then on, Ashrita refused to accept any physical limitation.
当阿什利塔1978年在纽约市中央公园进行的24小时自行车马拉松(marathon)比赛中获得第三名时，他就知道总有一天他将进入《吉尼斯世界纪录大全》。尽管从没有训练过，他还是受到他的精神领袖的敦促参加了马拉松比赛。因此,当他取得第三名的时候，他开始有了这
样的认识：他的身躯只不过是他的精神的工具，而且他似乎能够利用他的精神力量去完成任何事。从那时起，阿什利塔就拒绝接受任何身体极限的说法。
With this new confidence, Asharita broke his first Guinness record with 27,000 jumping jacks in 1979. The motivation to keep trying to break records comes through his devotion to Sri Chinmoy. Every time Ashrita tries to break a record, he reaches a point where he feels he cannot physically do any more. At that moment, he goes deep within himself and connects with his soul and his teacher.
由于有了这种新的信心, 阿什利塔于1979年第一次打破吉尼斯纪录——跳爆竹27000次。不断努力打破纪录的动机源来自他对斯里琴摩思想的虔诚。每次试图破纪录的时候，阿什里塔都会达到一个体力不可逾越的极限点。这个时候，他就会进入自己的内心深处，与他的灵魂(soul)和他的老师相沟通。
Ashrita always acknowledges his teacher in his record-breaking attempts.In fact, he often wears a T-shirt with Sri Chinmoy's words on the back. The words are:
在创纪录的努力中，阿什利塔总是要感谢他的老师。事实上，他常穿着一件T恤衫，后背上有斯里琴摩的名言：
\“完美的道路只有一条,它就在你前方,永远在你前方。”
FOCUS ON ...
Lance Armstrong
你知道你在日常生活中要面对多少广告吗？每天在公共汽车上和广告牌上(billboards)，在火车和火车站里，在商店的橱窗里，在餐馆的外边以及在公告牌上，我们都会遇到广告。在家里，我们从报刊、杂志上，在我们喜欢的电视节目间隙中都可以看到广告。我们还可以从广播中听到广告，在网络(Internet)上看到广告。甚至在我们穿的有些休闲服上也印着品牌的名字，这就把我们变成(turn?into)了“移动广告” 。 我们的日常生活中充满了众多的广告(来自广告商(advertisers)的)信息， 可见了解广告如何发挥作用是很重要的事情，这样我们才有可能避免被广告左右。 What is an advertisement?
An advertisement is a message or announcement that informs or influences people. It can use words, pictures, music or film to communicate its message. Adverts are not only made and paid for by business, but also by individuals, organizations and associations that wish to inform or educate the public. 什么是广告？
广告是告知人们或对人们起影响作用的信息或告示。它可以用文字、图片、音乐或影片来传达其信息。广告不仅可由商家付费制作，也可由想要向公众传达或教育公众的个人、组织或协会来出资制作。 How do advertisers make effective advertisements? Identify your target
Advertisers must pay the media for displaying their ads. Their money would be wasted if the message didn't reach its target audience, in other
words the people the advertisement intends to persuade. For example, adolescent boys are more likely to buy computer games than any other group, so it makes sense to make computer game ads that appeal to this group. Having identified the target group, researchers find out as much as possible about those in the target group, such as their likes and dislikes, and how the product would fit into their lives. This information then forms the basis for decisions about what type of advertising techniques to use with this group.
广告商是如何制作有效的广告的？ 识别你的目标
广告商必须付费给展示其广告的媒体.如果信息没有传达给它的目标群体, 也就是广告意图说服的人群的话, 那么他们的钱就白花了。举例说,进入青春期的男孩子就比任何其他人群购买电脑游戏的可能性更大, 因此, 制作吸引这个群体的电脑游戏的广告才是有意义的。明确了广告的目标群体后, 研究人员就会尽量收集这个群体的有关信息, 例如他们的好恶，以及如何使产品适应(fit into)他们的生活。于是这个信息就构成了针对这部分人采用何种广告技巧的决策基础。
Appeal to your target
In order to persuade people to do something, advertisements often appeal to our hopes and dreams or our emotions. For example, the one on the right, which advertises sports shoes, shows young people doing exciting things. The colours and the flames also suggest excitement. The message it is
sending is: \The ad above, with the star in it, is for a new radio station. It appeals to people's desire to \in\and be part of the group. The message is: \better listen too.\迎合你的目标
为了说服人们采取某种行动, 广告常常要迎合我们的希望、梦想或情感。譬如右图的运动鞋广告, 它表现的是年轻人正做着一些刺激的运动, (广告的)颜色和其中的火焰也使人感到兴奋。它所传递的信息是: “购买我们的运动鞋你就能在快车道(lane)过上令人兴奋的生活。”上方的那幅广告(上面有一个五角星)是为一个新的无线电台制作的。它迎合了人们想要“适应”并成为其中一员的愿望。它传达的信息是:“其他人都在听.如果你想成为其中的一分子, 你最好也听一听。”
Some advertisements appeal to people's desire to save money. Others are more likely to be noticed if they are funny. Ads that feature rich and famous people will grab the attention of those who admire people like that. Some adverts, like the environmental protection advertisement below, appeal to our conscience or our desire to be worthy citizens.
有些广告迎合人们省钱的愿望，另外一些广告则因为有趣而引人注目。而以有钱人和名人为特写(feature)的广告则会抓住那些羡慕他们的人的注意力。还有一些广告就像下边那种有关环境保护的广告, 就符合我们的良知(conscience), 或者说迎合了我们想成为有价值的
(worthy)公民的愿望。 Use a suitable medium
As well as reaching the fight audience with the fight technique, advertisers must also place their ads in the right medium. Obviously, cost will play a.big part in this decision. Television adverts are expensive to make and to show. You have to be a big corporation with a big budget to afford television ads. Advertisements in newspapers, on the other hand, are much cheaper. 采用合适的媒体
正如要用恰当的方式吸引合适的消费者，广告商还得将广告置于恰当的媒体上。很明显，做这个决定的时候，花销起很大的作用。电视广告的制作与播放是非常昂贵的。你必须是一家大公司(corporation)，有大笔经费，才能做得起电视广告。而另一方面，用报纸做广告便宜得多。
As well as worrying about the expense, advertisers must also consider which media are most appropriate for their product and which their target audience is most likely to see or hear. Because most cars have radios, ads broadcast via radio can reach a lot of drivers very easily. For this reason, it would be appropriate to use radio to advertise goods and services relating to cars. However, it would be no use advertising products on radio if the ad relies on visual effects. Television adverts are great for generating emotional responses to a product, but magazines and newspapers can give more detail.
除担心费用(expense)外，广告商还必须考虑哪种媒体最适合他们的产品以及他们的目标群体最有可能收看或收听哪种媒体。因为大多数汽车都石收音机，司机很容易地就能收听到通过无线电广播传递的广告。因为这个缘故，用无线电传递与汽车有关的产品与服务就很合适。但是如果一项产品的广告要依靠视觉效果，那么它在收音机播出就毫无意义了。电视广告能够激起(generating)人们对某种产品产生情感反应(responses), 但杂志和报刊能够给出更详细的介绍。 How effective are advertisements?
However good an advertisement is, people are unlikely to be persuaded if the product is unsuitable for them. For example, no matter how good an ad for a car stereo system is, people who don't own cars are unlikely to run out and buy one. Look at the advertisements in this unit. How many of the goods or services suit your interests or lifestyle? Would really good advertising persuade you to buy products and services you are not interested in or have no use for? 广告的效果如何？
一则广告无论制作得那么好, 如果产品不合适, 也不可能使人信服。举例来说,不管一个汽车的立体声(stereo)系统多么好, 那些没有汽车的人是不可能跑去买它的。看一看本单元中的这些广告吧。你对其中多少商品或服务感兴趣, 它们是否符合你的生活方式呢?是不是有好的广告会说服你去买你并不感兴趣或对你没有用处(have no use for)的商品或服务呢？
On the other hand, being constantly exposed to advertisements can
的五年里只有三人死于水母刺伤，这与被蛇咬伤致死的人数大体相同。
选修9 Unit 4 Exploring plants-Reading
PLANT EXPLORATION IN THE 18TH AND 19TH CENTURIES The plants in our gardens look so familiar that often we do not realize that many of them actually come from countries far away. Collecting \ancient civilisations saw the value of bringing back plants from distant lands. The first plant collecting expedition recorded in history was around 1500 BC when the Queen of Egypt sent ships away to gather plants, animals and other goods.
第四单元
18 世纪和 19 世纪的植物探索
我们花园里的植物看上去是那么熟悉,以致我们常常意识不到在这些植物中有许多实际上来自遥远的国度。收集所谓的“异国”(exotic)植物要追溯(date back to)到很久以前。许多古老文化都懂得从遥远的地方把植物带回来的价值。历史上有记载的第一个收集植物的探险是在公元前 1500 年，埃及女王派出船只去收集植物、动物以及其他货物。
However, it was not until the eighteenth and nineteenth centuries that the exploration of the botanical world began on a large scale. Europe had become interested in scientific discovery and the European middle classes took great interest in collecting new plants. This attraction to exotic plants
grew as European nations, like the Netherlands, Britain and Spain, moved into other parts of the world like Asia and Australia. Brave young men took the opportunity of going on botanical expeditions, often facing many dangers including disease,near-starvation, severe environments and conflicts with the local people.
然而，直到 18 世纪和 19 世纪人们对植物世界大规模(scale)的探索才开始。那时欧洲对抖学发现已经倍感兴趣，而欧洲的中产阶级则特别热衷于收集新的植物。随着欧洲人，如荷兰、英国和西班牙向世界其他地区，如亚洲和澳洲的迁徙，这种对异域植物的吸吸引也在增长。勇敢的年轻人借机进行植物探索活动，他们常常面临许多危险，如疾病、饥饿、严酷的环境以及同当地居民的冲突。
An important group of collectors were Frencn Catholic missionaries who, by the middle of the 18th century, were beginning to set themselves up in China. One such missionary, Father d'Incarville, was sent to Beijing in the 1740s. He collected seeds of trees and bushes including those of the Tree of Heaven. Just before he died, he sent some Tree of Heaven seeds to England. They arrived in 1751 and plants from these seeds were grown throughout Europe and later, in 1784, the species was introduced in North America.
有一群重要的收集者是法国天主教教士(missionaries) 18 世纪中叶，他们开始进入中国。其中有一位叫汤执中的传教士于 18 世纪 40年代被派赴北京。他收集了树种、灌木种，其中包括天堂树的种子。就在他去世之前，他还把一些天堂树的种子送到了英国。1751 年它们
抵达英国，由这些树种长成的树遍布了全欧洲。后来在 1784 年，这个物种又被引进到了北美。
Sir Joseph Banks was a very famous British plant collector, who accompanied James Cook on his first voyage from England to Oceania. The purpose of the trip for Banks was to record the plant and animal life they came across. He and his team collected examples whenever they went onto dry land. In 1769, Banks collected vast quantities of plants in the land now known as Australia. None of these plants had been recorded by Europeans before. Cook called the bay where the Endeavour had anchored Botany Bay.
约瑟夫·班克斯爵士是一位著名的英国植物收集家、他曾经陪同詹姆斯·库克进行了从英国到大洋洲的首航。班克斯这次出行的目的就是把他们所见到的植物和动物的情况记录下来。他和他的队员们每次进入干燥的土地时都要收集样品. 1769年，班克斯在我们如今所知道的名叫澳大利亚的这块土地上收集到大量的植物，而在欧洲还没有有关这些植物的记载。库克还把“奋进号”(Endeavour)抛锚(anchored)停靠的地方称为植物湾.
Keeping plants alive during long land or sea voyages was an enormous challenge. Large numbers of seeds failed to grow after long sea voyages or trips across land between Asia and Europe. One plant explorer lost several years' work when his plants were mined with seawater.
要使植物在陆地上或海上远距离航行时存活下来，是一个巨大的挑战。在亚欧之间经过海上或陆上远程旅行之后，大量的种子都不能
生长。曾有一位植物探险家由于他的植物被海水侵蚀腐烂而使他好几年的成果毁于一旦。
The world of plant exploration was completely changed with Dr Nathaniel Ward's invention of a tightly sealed portable glass container. This invention, called the Wardian case, allowed plants to be transported on long journeys. In 1833, Ward shipped two cases of British plants to Sydney, Australia. All the plants survived the six-month journey. In 1835, the cases made a return trip with some Australian species that had never been successfully transported before. After eight months at sea, they arrived safely in London.
纳撒尼尔·沃德医生所发明的便携式密封玻璃容器彻底改变了植物探索的世界.这项发明被称为沃德箱，可以用来进行远距离的植物运输。l833 年，沃德把两箱英国植物运到了澳大利亚的悉尼。所有这些植物经过六个月的航行都存活了下来。l835 年这些箱子又带着一些过去从来没有被成功运输过的澳洲物种作了回程之旅。在海上历经八个月的航行之后，它们安全抵达了伦敦。
A British man called Robert Fortune was one of the earliest plant collectors to use Wardian cases. He made several trips to China between 1843 and 1859. At that time, there were restrictions on the movement of Europeans and so, in order to travel unnoticed, he developed his fluency in Chinese and dressed as a Chinese man, even shaving his head in the Chinese style. He experienced many adventures including huge thunderstorms in the Yellow Sea and pirates on the Yangtze River. Not only
did Fortune introduce over 120 species of plants to Western gardens but he also shipped 20,000 tea plants from Shanghai to India, where a successful tea industry was established.
有一位名叫罗伯特·福琼的英国人,是使用沃德箱的最早期的植物收集家之一。在 1843～1859年之间,他曾多次到中国。那时候，欧洲人在中国的活动受到种种限制(restrictions)，因此，为了在旅行中不引起别人注意，他努力使自己的汉语讲得很流利(fluency),并且穿着中国人的服装，甚至像中国人一样削发(留辫)。他经历过多次险情, 包括在黄海碰到过巨大的风暴, 以及在长江遭遇海盗(pirates)的袭击。福琼不仅把 120 余种植物引入西方园林，而且还把两万株茶树用船从上海运到了印度，印度的制茶工业就成功地发展起来了 The second half of the nineteenth century was a very important period of plant exploration. During this time many Catholic missionaries were sent to China from France. They valued the study of the natural sciences and many of the missionaries knew a lot about plants and animals. Their expeditions resulted in huge plant collections, which were sent back to France. One of the collectors was Father Farges, who collected 37 seeds from a tree that had appealed to him. This tree was later called the Dove Tree. He sent the seeds back to France in 1897 but only one seed grew.
19 世纪下半期是植物探索的一个非常重要的时期。在这期间, 许多法国天主教的传教士被派到中国。他们很着重自然科学的研究, 而且许多传教士对动植物都很了解。他们远征的结果是收集了大量的植物, 并把它们运回法国。其中一位叫作法尔热的神父, 从他所喜爱的
一棵树上收集了 37 粒种子。这种树后来被称作鸽子(Dove)树。他于 l897 年把这些种子送回法国，但是只有一粒种子得以生长。 Although the missionaries collected large numbers of soecimens. there was not enough material for growing particular species in Western gardens. However, European botanists were very excited with the knowledge that China had a vast variety of plants, so many plant collectors were sent on collecting trips to China. One of these collectors was E H Wilson who, in 1899, was able to collect a large quantity of seeds of the Dove Tree that Father Farges had discovered. Wilson and other plant collectors introduced many new plants to Western gardens.
虽然传教士收集了大量的物种，但是在西方人的花园里种植特殊物种的材料仍很缺乏。然而欧洲植物学家(botanists)知道中国有着品种繁多的植物，并为此感到兴奋不已。因此，许多植物收集人员被派去中国进行采集工作，其中有一位叫做 E·H·威尔逊的，他在 1899 年收集到大量的法尔热神父所发现的鸽子树种子。威尔逊及其他植物收集者为西方人的花园引进了许多新的植物。
Reading and discussing
Before you read the text on page 38, have a quick glance at it. What is the text about? What do the pictures show you? What is the chart about?
FLOWERS AND THEIR ANIMAIL POLLINATORS
Over time, many flowering plants and their animal pollinators have evolved together. The plant needs the animal to pollinate it and the animal
is rewarded with food called nectar when it visits the flowers. Pollen becomes attached to the animal during its visit to a flower and is then passed on to another plant's blossom on its next visit. So pollination takes place, therefore increasing the chances of the survival of the plant species.
花朵及其动物传媒
许多开花的植物长期以来是和它们的动物传媒一起发展(evolved)的。植物需要动物帮它授粉，动物从中得到回报——当其接触花时，能够得到被称作花蜜(nectar)的食物。动物接触一朵花时，花粉就附着在它的身上，动物接触下一朵花时，就把这些花粉传到另外的那朵花上。这样通过授粉就增加了植物物种生存的机会。
Through evolution, most flowers have adapted to attract specific types of pollinators. Bees, moths and butterflies are the most important pollinators. Flies, wasps, beetles and other animals such as birds and bats are less common.
通过进化(evolution)，大部分花朵变得适于吸引某种花粉传播者。蜜蜂、飞蛾和蝴蝶是最为重要的传媒。而苍蝇、黄蜂(wasps)、甲虫(beetles)和其他诸如小鸟、蝙蝠(bats)之类的动物则是较少见的传媒。
The type of pollinator depends on the characteristics of the flower such as its colour, shape, size and smell. For example, yellow flowers attract bees, while red flowers attract butterflies. The nectar in some flowers can only be reached by a bird with a long bill or a long-tongued moth or butterfly. The chart below describes some features of flowers that
attract certain kinds of pollinators.
花粉传播者的类型取决于花朵的特性,如花朵的颜色、形状、大小和气味。举例来说，黄色的花吸引蜜蜂，而红色的花则吸引蝴蝶。有些花的花粉只有长嘴鸟、长舌蛾或者蝴蝶才可以够得着。下面这张图表记述了吸引某种花粉传播者的花朵特性： Pollinator Typical flower characteristics
Bees Colour: bright yellow, blue; the flower often has a special pattern to guide the bees to the nectar inside.
Shape: the petals are wide enough for bees to land on;usually the nectar is at the end of a small, narrow tube whose length is the same as the tongue of a particular species. Smell: delicate, fragrant. Butterflies Colour: red, orange.
Shape: the petals form a tube of a suitable length for butterflies. Tiny flowers are often in tight bunches that provide a place for butterflies to land on, eg daisies. Smell: odourless.
Moths Colour: white, light-coloured so moths can see them at night. Shape: the petals form a deep tube to match the length of a specific moth's tongue. The petals lie fiat or bend back so the moth can get close to the flower.
Smell: strong, sweet perfume, typically only given out at night.
Flies Colour: dull-coloured, brownish red. Smell: strong like rotting meat.
Humming-birds Colour: brightly coloured, especially red and orange. Shape: tube-shaped; petals bent back so birds can get close. Smell: no odour.
Bats Colour: white, light-coloured so bats can see them at night. Shape: open at night; large, strong with wide mouths for long tongues. Smell: musty, fruity smell. 虫花朵的典型特性 媒 蜜颜色：嫩黄色、蓝色；这种花常有一种特殊的花纹，吸引蜜蜂蜂 找到里面的花蜜。 形状：花瓣宽大，足够蜜蜂落在上面，花粉通常在狭小的花管子的一段，其长度与特定花粉传播者的舌头相当。 气味：微弱，芬香。 蝴颜色:红色、橙色。 蝶 形状:花瓣聚为管状,其长度适应蝴蝶,纤小的花朵经常聚在一块儿,自成一束,以便蝴蝶能有地方降落,如雏菊。 气味:无味。 飞颜色:白色、浅色,以便飞蛾在夜晚能看清。 蛾 形状:花瓣开成一个深管子,其长度与特定蛾子的舌头长度相当。花瓣伸展或向后弯曲,以便飞蛾靠近花朵。 气味:浓烈的香甜味,特别只在夜晚散发(given out)出来。
苍颜色:灰暗色(dull-cloured)、褐红色. 蝇 气味:浓烈的像腐肉似的气味。 蜂颜色:鲜艳色,特别是鲜红色和鲜橙色. 鸟 形状:管状,花瓣向后卷,以便鸟儿接近 气味:无嗅味。 蝙颜色:白色、浅色,这样蝙蝠夜晚能够看到。 蝠 形状:夜晚开花;大而坚,嘴宽,可供长舌伸入。 气味:发霉的(musty)果子(fruity)味。
选修9 Unit 5 Inside advertising-Reading
HOW ADVERTISINC WORKS
Do you know how many advertisements you are exposed to in your daily life? Every day, we pass by advertisements on buses and billboards, on trains and in train stations, in shop windows, outside restaurants and on public notice boards. At home, we see advertisements in magazines and newspapers and in the middle of our favourite television programmes. We hear advertisements on the radio and come across them on the Internet. Even some of the casual garments we wear have brand names attached to them which turn us into walking advertisements. With so many messages from advertisers filling our daily lives, it is important to understand how advertisements work. Then we can avoid being controlled by them.
第五单元 广告是如何起作用的
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