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  3. Car makers have long used sex to sell their products. Recently, however, both BMW and Renault have based their latest European m

Car makers have long used sex to sell their products. Recently, however, both BMW and Renault have based their latest European m

admin2016-04-30  76
问题     Car makers have long used sex to sell their products. Recently, however, both BMW and Renault have based their latest European marketing campaigns around the icon of modern biology.
    BMW’s campaign, which launches its new 3-series sports saloon in Britain and Ireland, shows the new creation and four of its earlier versions zigzagging around a landscape made up of giant DNA sequences, with a brief explanation that DNA is the molecule responsible for the inheritance of such features as strength, power and intelligence. The Renault offering, which promotes its existing Laguna model, employs evolutionary theory even more explicitly. The company’s television commercials intersperse(点缀)clips of the car with scenes from a lecture by Steve Jones, a professor of genetics at University College London.
    BMWs campaign is intended to convey the idea of development allied to heritage. The latest product, in other words, should be viewed as the new and improved scion(后代)of a long line of good cars. Renault’s message is more subtle. It is that evolution works by gradual improvements rather than sudden leaps and in this, Renault is aligning itself with(与……保持一致)biological orthodoxy. So, although the new car in the advertisement may look like the old one, the external form conceals a number of significant changes to the engine. While these alterations are almost invisible to the average driver, Renault hopes they will improve the car’s performance, and ultimately its survival in the marketplace.
    Whether they actually do so will depend, in part, on whether marketers have read the public mood correctly. For, even if genetics really does offer a useful metaphor for automobiles, employing it in advertising is not without its dangers. That is because DNA’s public image is ambiguous. In one context, people may see it as the cornerstone of modern medical progress. In another, it will bring to mind such controversial issues as abortion, genetically modified food-stuffs, and the sinister subject of eugenics(优生学).
    Car makers are probably standing on safer ground than biologists. But even they can make mistakes. Though it would not be obvious to the casual observer, some of the DNA which features in BMWs ads for its nice, new car once belonged to a woolly mammoth—a beast that has been extinct for 10,000 years. Not, presumably, quite the message that the marketing department was trying to convey.
It can be inferred from the last paragraph that _____.
选项 A、BMWs marketers have a poor knowledge of biology
B、the public cannot spot the mistake in BMWs ads
C、BMWs marketers probably misuse the woolly mammoth’s DNA in the ads
D、the public most probably will resist the new car due to the mistake in the ads
答案C
解析 最后一段最后一句说“德国宝马公司在推出其漂亮新车的广告中使用了DNA，这些DNA属于毛猛犸象——一种已经灭绝一万年的野兽。大概，这不是他们营销部门想要在广告中传达的信息吧”，可见，宝马公司的营销人员很可能是在广告中误用了毛猛犸象的DNA这一意象，故选C。其他选项无原文依据。
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