【正文】 nce the 1950s, McDonald?s familyoriented restaurants have revolutionized the fastfood business and the pany has bee one of the best known in the world. Tens of thousands of McDonald?s restaurants worldwide serve millions of customers a day. McDonald?s restaurants, which offer toy promotions and often feature playgrounds, are especially popular with children. The first McDonald?s restaurant was founded in 1940 by brothers Dick and Mac McDonald in San Bernardino, California. In 1948 the brothers remodeled their McDonald?s drivein restaurant, creating the prototype for the modern fastfood restaurant. By the mid1950s the original McDonald?s generated $350,000 a year in revenues. In 1954 Ray Kroc, then a 52yearold salesman of milkshake machines, visited the restaurant and became convinced that its concept could work in other cities. The McDonald brothers agreed to let Kroc sell McDonald?s franchises (the right to market the pany?s products within a certain area). In 1955 Kroc established a franchising pany known as McDonald?s Systems, Inc. and opened a second McDonald?s restaurant in Des Plaines, Illinois. Within its first four years, the pany had opened 228 restaurants, which generated $ million in annual sales. In 1961 Kroc bought out the McDonald brothers for $ million. During the 1960s, McDonald?s began to mount aggressive advertising and marketing campaigns. In 1962 the pany adopted the golden arches as its trademark. Ronald McDonald, the familiar clown that serves as McDonald?s mascot, was introduced in 1963. That year, signs at McDonald?s restaurants announced that the pany had sold more than 1 billion hamburgers. In 1968 McDonald?s restaurants began serving the Big Mac, a twopatty burger that became the pany?s flagship product. The pany launched its highly successful “You deserve a break today” advertising campaign in 1970. By 1972 McDonald?s had 2,000 restaurants and $1 billion in annual sales. McDonald?s also began to establish high profile charities. The pany opened the first Ronald McDonald House in Philadelphia, Penn sylvania, in 1974. Ronald McDonald Houses provide temporary housing near hospitals for the families of seriously ill children. Today, Ronald McDonald House Charities operate more than 170 Ronald McDonald Houses in 32 countries. In 1992 McDonald?s opened a restaurant in Beijing, China. The Beijing McDonald?s — which featured 700 seats, 2 kitchens, 29 cash registers,and 850 employees — is thepany?s largest. The Beijing McDonald?s attracted 40,000 customers on its first day, breaking the record established by the Moscow McDonald?s two years earlier. ? 2. All of the significant battles are waged within the self. — Sheldon Koggs ? 所有重大的戰(zhàn)役都是在自己內(nèi)心進行的?？几袼? Starter Were you ever seriously ill when you were a child? How did you feel then and what did other people do to help you? Share your story with the class. Text A Reading Analysis Part 1 () The writer gives a brief account of a McDonald?s project and two restrictions placed on him. ? A number of years ago (19831987), I had the opportunity to play the character of Ronald McDonald for the McDonald?s Corporation. My marketplace covered most of Arizona and a portion of Southern California. ? 2 One of our standard events was “Ronald Day.” One day each month, we visited as many of the munity hospitals as possible, bringing a little happiness into a place where no one ever looks forward to going. I was very proud to be able to make a difference to children and adults who were experiencing some “down time.” The warmth and gratification I would receive stayed with me for weeks. I loved the project, McDonald?s loved the project, the kids and adults loved it and so did the nursing and hospital staff. Topic Details 3 There were two restrictions placed on me during a visit. First, I could not go anywhere in the hospital without McDonald?s personnel as well as hospital personnel. That way, if I were to walk into a room and frighten a child, there was someone there to deal with the issue immediately. And second, I could not physically touch anyone within the hospital. They did not want me transferring germs from one patient to another. I understood why they had this “don?t touch” rule, but I didn?t like it. I believe that touching is the most honest form of munication we will ever know. Printed and spoken words can lie。第一，沒有麥當勞員工以及醫(yī)院工作人員的陪同，我不得在醫(yī)院隨意走動。第二，我不得用身體接觸醫(yī)院里的任何人。我能理解他們實施 “ 不準觸摸 ” 這一規(guī)定的理由，可我并不喜歡它。書面文字、口頭語言都可以撒謊，熱烈的擁抱是不可能撒謊的。 Article34_popwin_T 5 Toward the end of my fourth year of “Ronald Days,” as I was heading down a corridor after a long day in greasepaint and on my way home, I heard a little voice. “Ronald, Ronald.” 6 I stopped. The soft little voice was ing through a halfopened door. I pushed the door open and saw a young boy, about five years old, lying in his dad?s arms, hooked up to more medical equipment than I had ever seen. Mom was on the other side, along wit