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V Read the text. The Athenian Acropolis
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As one of the word’s oldest cities Athens boasts a wealth of splendid Relics of Hellenic art, some of which are more than 3, 000 years old. The Acropolis, the Greek for upper town, the Greek for upper town, the gem of word architecture, stands on a low rocky hill and contains the ruins of several ancient Greek architectural monuments. The Parthenon, a stately building with an eight-column faced, was built by Ictinus and Callicrates in 447-38 BC. The temple was designed to serve as an exquisite, imposing architectural frame for a stupendous gold and ivory statue of Athena, the goddess in the Greek pantheon watching over the city. This no longer extant statue, which stood in the interior of the shrine, was held in deep reverence. Next to the Parthenon is another shrine, an Ionic temple of Athena, the Erechtheum, built by an anonymous architect in 421-06 BC. Its refined loveliness and proportions are a very bit as the monumental grandeur of the Parthenon. It has the unparalleled portrayal of a contemporary event on the frieze of the building: the procession of citizens in the yearly festival in honour of Athena built on an awkward site; it also had to serve different cults, which meant that its architect had to design a building with three porches and three different floor levels. Its Caryatid porch with figures of women for columns makes use of an old Oriental motif that had appeared earlier, in archaic treasuries at Delphi. The monumental gateway to the Acropolis, the Propylaea was designed by Minesicles, who had to adapt the rigid conventions of colonnade construction to a steeply rising site. In the precision and finish of their execution, which complements the brilliant innovation of their design, these three buildings had no rival in the Greek world.
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V Read the text. The Aral Sea
In 1960 the landlocked Aral Sea was the world’s fourth largest lake, but now, due to increased irrigation on its two main inflowing rivers, it is now half the size 16 m. lower and three times as salty. The effect on the 3 mln people who needed the lake for its water, fish and transport has been slowly devastating. The Aга1 Sea is located among the deserts of Central Asia. A terminal lake (i.e., without surface inflow), its level is fundamentally determined by the balance between surface inflow from two large rivers and net evaporation (i.e. evaporation from its surface minus precipitation on it), which estimated to be around 874 mm per year. Five former republics, now independent nations, lie wholly or partially in the sea's basin: Uzbekistan, Kazakhstan, Kyrgyzstan, Turkmenistan and Tadzhikistan. Over the past 40 years the sea has steadily shrunk. The reason is a huge and growing diminution of discharge from the Amu-Darya and Syr-Darya, caused primarily by the expanding irrigation in their basins. In 1987 the Aral Sea divided into 2 water bodies: the smaller sea in the north and the larger one in the south. Since then, these have developed as separate water bodies with their own water balances. The environmental, economic and human degradation from the Aral Sea's desiccation have been wide-ranging and severe. A region around the sea with a population in 1991 of nearly 4 mln has also suffered great " ecological disaster zone". The population of the area Aral Sea suffers a variety of health problems.
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V Read the text. Advertisement
Nobody knows who made the first advertisement. Perhaps it was a potter thousands years ago who identified his pots with the distinguishing trademark. The Romans had advertisements. Posters and handbills appeared in England in the 16th century. Today advertising is a phenomenon of tremendous magnitude. Marketing research seeks specific facts about potential consumers and about possible advertising mediums (newspapers, magazines, radio, television, etc.). Psychological research is concerned with the general and specific human reactions to varied kinds of display and copy. It has given advertising experts such findings as these: Size increases attention approximately by the square root of the space used (for example, if the attention value of full page is 100 % that of a half page is about 71% and of a quarter pages is about 50%). Position is important: the first and last pages of periodicals get most attention. Color catches the eye, but – this is a very fundamental point – it should center the readers’ thoughts and feelings on the product, service, or idea for which the advertisement was created. It fails if it merely attracts attention. The second step is planning the advertisement, whether a single one or an entire advertising campaign. Final step is checking the effectiveness of the advertising, which amounts to a type of marketing and psychological research.
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