Skywriting is a form of advertising in which a pilot is bound to spell out a brief slogan or catchphrase in letters formed by smoke. In general, a customer would choose a specific place and time for the skywriting to appear. The message would only last as long as winds are relatively calm and the sky is clear. Single plane skywriting has largely been replaced by multi-plane "skytyping" , a computer-controlled method involving puffs of smoke from a row of aircraft.
The first official skywriting show took place over New York City in November of 1922. A skywriting pioneer and Royal Air Force(RAF)pilot named John Savage sat with the president of the American Tobacco Company, George Hill, as a fellow RAF ace pilot named Captain Cyril Turner flew into position over New York City. Captain Turner spelled out "HELLO USA CALL VANDERBILT 7200" in white smoke. Over47,000 people called the number, which happened to be the Vanderbilt Hotel where George Hill was staying. Hill became convinced that the skywriting advertisements would work well to promote his Lucky Strike cigarettes.
Skywriting continued to grow in popularity as both an advertising medium and a personal message service. Customers could request anything from "Eat at Joe's" to "Will You Marry Me?"Messages and slogans would naturally have to remain short, but even a simple phone number could produce a lot of curious potential(潜在的)customers for a small investment.
The development of the national highway system after WW Ⅱ spelled the beginning of the end for the skywriting industry. Instead of posting a few words in the sky, advertisers could now fill entire billboards with all sorts of pictures. Thousands of captive audience would pass by these new advertising signs every day, unlike the precious few who would come across a typical skywriting message. Many aerial(空中的)advertising companies turned to permanent banners(横幅)pulled behind low-flying aircraft instead.
Some skywriting is still performed today, although only a select number of pilots have the skills necessary for the job.
【小题1】What do we know about skywriting?A.It is made up of smoke and clouds. |
B.It is performed by computers at present. |
C.It appears where the pilot wants. |
D.It is a kind of ad made in the sky. |
A.satisfied all of the needs of customers |
B.was an effective advertising style |
C.appealed to few customers |
D.ended up with a message service |
A.Because skywriting was too expensive to advertise. |
B.Because planes were greatly reduced after WWⅡ. |
C.Because billboards could attract more audience. |
D.Because it wasn't easy to do such a thing. |
A.Why people need skywriting |
B.How to do skywriting |
C.When it is good to do skywriting |
D.What skywriting is |