- 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(lái)考慮而不必?fù)?dān)心是否每個(gè)人都會(huì)買(mǎi)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(guò)聲稱此商品象征身份、地位，能夠吸引愛(ài)情或是彰顯男人魅力等，去尋找足夠的理由來(lái)吸引消費(fèi)者購(gòu)買(mǎi)。倘若廣告代理果真能做到足夠令人信服，廠家則可高枕無(wú)憂了。因此選B。
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- A 、damage
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- A 、the car division of the Fiat group was in trouble
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- A 、the problem is solvable
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- 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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