- 閱讀理解A
題干：AdvertisinghasbeenamongEngland’sbiggestgrowthindustriessincethewar,intermsoftheratioofmoneyearningstodemonstrableachievement.Whyallthisfantasticexpenditure?Perhapstheansweristhatadvertisingsavesthemanufacturesfromhavingtothinkaboutthecustomer.Atthestageofdesigninganddevelopingaproduct,thereisquiteenoughtothinkaboutwithoutworryingoverwhetheranybodywillwanttobuyit.Thedesignerisbusyenoughwithoutaddingcustomerappealtoallhisotherproblemsofmanhoursandmachinetolerancesandstressfactors.Sotheyjustgoaheadandmakethethingandleaveittotheadvertisertofindelevenwaysofmakingitappealtopurchasersaftertheyhavefinishedit,bypretendingthatitconfers(授予)status,orattractslove,orsignifiesmanliness.Iftheadvertisingagencycandothisauthoritativelyenough,themanufacturerisinclover(生活舒適).Othermanufacturersfindadvertisingsavesthemfromchangingtheirproduct.Andmanufacturershatechange.Theidealproductisonewhichgoesonunchangedforever.If,therefore,foronereasonoranother,somealterationseemscalledfor,howmuchbettertochangetheimage,thepacketorthepitchmadebytheproduct,ratherthangotoalltheinconvenienceofchangingtheproductitself.Theadvertisingmanhastocombinethequalitiesofthethreemostauthoritativeprofessions:Church,Bar,andMedicine.Thegreatskillrequiredofourpriests,mosthighlydevelopedinmissionariesbutpresent,indeedmandatory,inall,istheskillofgettingpeopletobelieveinandcontributemoneytosomethingwhichcanneverbelogicallyproved.AttheBar,anessentialabilityisthatofpresentingthemostpersuasivecaseyoucantoajuryofordinarypeople,withemotionalappealsmasqueradingaslogicalexposition:acaseyoudonotnecessarilyhavetobelieveinyourself,justoneyouhavestudiouslyavoideddiscoveringtobefalse.AsforMedicine,anydoctorwillconfirmthatalargepartofhisjobisnotclinicaltreatmentbutfaithhealing.Hisapparentlyscientificapproachenableshispatientstobelievethatheknowsexactlywhatiswrongwiththemandexactlywhattheyneedtoputthemright,justasadvertisingdoes—“Rundown?Youneed...”“Noonewilldancewithyou?Adabof...willmakeyoupopular”.Advertisingmenusestatisticsratherlikeadrunkusesalamppostforsupportratherthanillumination.Theywilldressanyoneupinawhitecoattoappearlikeanunimpeachableauthorityor,failingthat,theywillevenbehappywiththeannouncement,“Asusedby90%oftheactorswhoplaydoctorsontelevision.”Theirengagingqualityisthattheyenjoyhavingtheirlatestrusesuncoveredalmostasmuchasanyoneelse.
題目： Advertising are appreciated by manufacturers because they（）. - A 、advise them on ways of giving a product customer appeal
- B 、accept responsibility for giving a product customer appeal
- C 、advise them on the best time to go ahead with production
- D 、consult them during the design and development stages
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參考答案【正確答案：B】
第二段The designer is busy enough without adding customer-appeal to all his other problems of man-hours and machine tolerances and stress factors. So they just go ahead and make the thing and leave it to the advertiser to find eleven ways of making it appeal to purchasers after they have finished it, by pretending that it confers status, or attracts love, or signifies manliness. If the advertising agency can do this authoritatively enough, the manufacturer is in clover.在產(chǎn)品設(shè)計(jì)和研發(fā)階段，廠家可以有足夠的時(shí)間來考慮而不必?fù)?dān)心是否每個(gè)人都會(huì)買它。設(shè)計(jì)人員在忙于考慮諸如勞動(dòng)力時(shí)間、機(jī)器強(qiáng)度以及壓力因素時(shí)可以不考慮消費(fèi)者喜好的因素。所以他們可以只管生產(chǎn)出產(chǎn)品然后讓廣告商通過聲稱此商品象征身份、地位，能夠吸引愛情或是彰顯男人魅力等，去尋找足夠的理由來吸引消費(fèi)者購買。倘若廣告代理果真能做到足夠令人信服，廠家則可高枕無憂了。因此選B。
您可能感興趣的試題- 1 【單選題】I suffered from mental( )because of stress from my job.
- A 、damage
- B 、release
- C 、relief
- D 、fatigue
- 2 【單選題】Many manufacturers were accused of concentrating too heavily on cost reduction, often at the（）of the quality of their products.
- A 、expense
- B 、exposure
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- 5 【閱讀理解A】 The passage tells us that some manufacturers, instead of changing their product, would prefer to change its （）.
- A 、production cost
- B 、quality
- C 、market value
- D 、appeal
- 6 【閱讀理解A】 Advertising men dress people up in white coats because（）.
- A 、it makes their advertisements more conspicuous
- B 、it makes their advertisements more convincing
- C 、the majority of TV doctors are dressed up in white coats
- D 、it makes the actors take the job seriously
- 7 【閱讀理解A】 The workers in Fiat’s plant were pessimistic because（）.
- A 、the car division of the Fiat group was in trouble
- B 、new models and future investment promised no hope of getting their jobs back
- C 、there will be heavy job losses in the giant Mirafiori plant
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- 8 【閱讀理解A】 The momentum of demonstrations in fast-food industry is unusual because（）.
- A 、it' s difficult to organize employees
- B 、it' s difficult to strike at the same time
- C 、the scale of the strike is large
- D 、the employee turnover is high
- 9 【閱讀理解A】 The authors of the research article are optimistic because（）.
- A 、the problem is solvable
- B 、their approach is costless
- C 、the recruiting rate has increased
- D 、their findings appeal to students
- 10 【閱讀理解A】Parents come to the Institute because they want_____.
- A 、their children to become as intelligent as Leonardo da Vinci
- B 、to learn how to teach their children about nature
- C 、to develop their own abilities to help their children
- D 、their children to develop instincts of love and understanding
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