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  • 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: 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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【正确答案: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.在产品设计和研发阶段,厂家可以有足够的时间来考虑而不必担心是否每个人都会买它。设计人员在忙于考虑诸如劳动力时间、机器强度以及压力因素时可以不考虑消费者喜好的因素。所以他们可以只管生产出产品然后让广告商通过声称此商品象征身份、地位,能够吸引爱情或是彰显男人魅力等,去寻找足够的理由来吸引消费者购买。倘若广告代理果真能做到足够令人信服,厂家则可高枕无忧了。因此选B。

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