- 阅读理解A
题干：AdvertisinghasbeenamongEngland’sbiggestgrowthindustriessincethewar,intermsoftheratioofmoneyearningstodemonstrableachievement.Whyallthisfantasticexpenditure?Perhapstheansweristhatadvertisingsavesthemanufacturesfromhavingtothinkaboutthecustomer.Atthestageofdesigninganddevelopingaproduct,thereisquiteenoughtothinkaboutwithoutworryingoverwhetheranybodywillwanttobuyit.Thedesignerisbusyenoughwithoutaddingcustomerappealtoallhisotherproblemsofmanhoursandmachinetolerancesandstressfactors.Sotheyjustgoaheadandmakethethingandleaveittotheadvertisertofindelevenwaysofmakingitappealtopurchasersaftertheyhavefinishedit,bypretendingthatitconfers(授予)status,orattractslove,orsignifiesmanliness.Iftheadvertisingagencycandothisauthoritativelyenough,themanufacturerisinclover(生活舒适).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.
题目： 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
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参考答案【正确答案：D】
第三段If, therefore, for one reason or another, some alteration seems called for, how much better to change the image, the packet or the pitch made by the product, rather than go to all the inconvenience of changing the product itself. 一旦需要改变产品，最好的办法莫过于改变外观形象、包装或产品定位而不是不辞辛苦改变产品本身。“改变外观形象、包装或产品定位”都是指D。
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