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  3. What attracts customers? Obviously the quality of a product does, but visual images contribute a great deal. It is not only the

What attracts customers? Obviously the quality of a product does, but visual images contribute a great deal. It is not only the

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问题     What attracts customers? Obviously the quality of a product does, but visual images contribute a great deal. It is not only the image provided by the packaging that counts but the whole corporate identity of the company.
    There are now many products and services on the market which are similar in content though produced by different companies. It is vital, therefore, for a company to distinguish itself from its competitors by having a strong company image which in immediately recognizable.
    Logos are part of this image. They are symbols which often include a name or initials to identify a company. The logo establishes a visual identity for the company, just as different groups of young people express their identity through hairstyles and clothes. All groups from all cultures and throughout the ages have used colors and symbols to show their identity.
    In different cultures, different colors carry different meanings. Some colors may be connected with coldness in one culture and with warmth in another; some colors represent life in one culture but death in another. International companies have, therefore, to make sure that their logos will not be not be misunderstood or misinterpreted in different countries.
    Logos are used on letterheads, packaging and brochures as well as on the product itself. They may also appear in newspapers or on television as part of an advertising campaign.
    Companies need to have a strong corporate identity. The logo helps to promote this image and to fix it in the minds of the consumers. Logos, therefore, need to be original and to have impact and style.
The steering wheel in the Mercedes logo and the airplane tall of Alitalia are (          ).
选项 A、the examples of logos which are emotive and can inspire loyalty
B、the examples of giving people idea of the products by using the images
C、the examples of logos which fit in with contemporary design
D、None of above
答案B
解析 细节题。题干的意思为“奔驰 logo 里面的方向盘和意大利航空的机翼是…”，无论是奔驰还是意大利航空，它们通过在logo 里面加入产品本身的特点来吸引客户的眼球，如奔驰 logo 里的方向盘，很好地展现了汽车的特性。所以，答案选B。A项的loyalty（忠 诚）在原文当中并没有提到，C项的contemporary design 在原文当中也没有体现。
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