1. Choose the best explanation.

1. Subtle a) promoting revealing some features

2. Subliminal b) difficult to explain, very delicate

3. Branding c) applying a specific name to the goods made by one manufacturer

4. Projecting d) below the consciousness of the senses

2. Complete the following sentences.

1. Initially uniforms were manufactured for different purposes such as … .

2. ”Corporate clothing” emerged from … .

3. Dark colours and pastel shades suggest … correspondingly.

4. A uniform will work if … .

5. It will take customers a few seconds … .

3. Put the jumbled sentences in the logical order.

1. Different colours, neatness, dress styles of uniform wearers send all sorts of powerful subliminal messages to other people.

2. From the very beginning uniforms meant different things.

3. Those few seconds of customers’ sizing up the staff make big companies invest years and millions of pounds in uniforms.

4. Uniforms were initially produced to protect workers.

5. Special way of saying, looking and behaving of people in uniforms creates a new channel of marketing communication.

Unit XXV

Key words and expressions: space travel, exploration of the universe, a reaction principle, to date back, to credit, to propel rockets.

The Rocket - From East to West

The concept of the rocket, or rather the mechanism behind the idea of propelling an object into the air, has been around for well over two thousand years. However, it wasn't until the discovery of the reaction principle, which was the key to space travel and so represents one of the great milestones in the history of scientific thought, that rocket technology was able to develop. Not only did it solve a problem that had intrigued man for ages, but, more importantly, it literally opened the door to exploration of the universe.

An intellectual breakthrough, brilliant though it may be, does not automatically ensure that the transition is made from theory to practice. Despite the fact that rockets had been used sporadically for several hundred years, they remained a relatively minor artifact of civilisation until the twentieth century. Prodigious efforts, accelerated during two world wars, were required before the technology of primitive rocketry could be translated into the reality of sophisticated astronauts. It is strange that the rocket was generally ignored by writers of fiction to transport their heroes to mysterious realms beyond the Earth, even though it had been commonly used in fireworks displays in China since the thirteenth century. The reason is that nobody associated the reaction principle with the idea of travelling through space to a neighbouring world.

A simple analogy can help us to understand how a rocket operates. It is much like a machine gun mounted on the rear of a boat. In reaction to the backward discharge of bullets, the gun, and hence the boat, move forwards. A rocket motor's 'bullets' are minute, high-speed particles produced by burning propellants in a suitable chamber. The reaction to the ejection of these small particles causes the rocket to move forwards. There is evidence that the reaction principle was applied practically well before the rocket was invented. In his Nodes Atticae or Greek Nights, Aulus Gellius describes 'the pigeon of Archytas¹, an invention dating back to about 360 ВС. Cylindrical in shape, made of wood, and hanging from string, it was moved to and fro by steam blowing out from small exhaust ports at either end. The reaction to the discharging steam provided the bird with motive power.

The invention of rockets is linked inextricably with the invention of 'black powder'. Most historians of technology credit the Chinese with its discovery. They base their belief on studies of Chinese writings or on the notebooks of early Europeans who settled in or made long visits to China to study its history and civilisation. It is probable that, some time in the tenth century, black powder was first compounded from its basic ingredients of saltpetre, charcoal and sulphur. But this does not mean that it was immediately used to propel rockets. By the thirteenth century, powder-propelled fire arrows had become rather common. The Chinese relied on this type of technological development to produce incendiary projectiles of many sorts, explosive grenades and possibly cannons to repel their enemies. One such weapon was the 'basket of fire' or, as directly translated from Chinese, the 'arrows like flying leopards'. The 0.7 metre-long arrows, each with a long tube of gunpowder attached near the point of each arrow, could be fired from a long, octagonal-shaped basket at the same time and had a range of 400 paces. Another weapon was the 'arrow as a flying sabre¹, which could be fired from crossbows. The rocket, placed in a similar position to other rocket-propelled arrows, was designed to increase the range. A small iron weight was attached to the 1.5m bamboo shaft, just below the feathers, to increase the arrow's stability by moving the centre of gravity to a position below the rocket. At a similar time, the Arabs had developed the 'egg which moves and burns'. This 'egg' was apparently full of gunpowder and stabilized by a 1.5m tail. It was fired using two rockets attached to either side of this tail.

Post-reading tasks