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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

admin2010-05-05  72
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 clips of the car with scenes from a lecture by Steve Jones, a professor of genetics at University of London.
    BMW’s 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 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 (in this, Renault is aligning itself with 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 foodstuffs, and the sinister subject of eugenics.
    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 BMW’s 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.
选项 A、cars based on the old ones.
B、cars modeled on DNA technology.
C、cars produced with most advanced technology.
D、cars face-lifted only but little genuinely changed.
答案A
解析 本题问宝马和雷诺公司展开的营销计划是为了推广…。第三段前四句"BMW’s 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 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"指出，宝马的营销计划意在传达发展与继承的相关性。换句话说，最新的产品可以看成是过去一系列好车的更新换代。雷诺的信息则更微妙。它说，进化是一个逐渐完善的过程而不是突然的飞跃。因此得知，"基于老车型发展而成的新车"正确。根据DNA技术造出的车：第二段中"with a brief explanation that DNA is the molecule responsible for the in heritance of such features as strength，power and intelligence"涉及到DNA,是说DNA是遗传基因，并以此来比喻汽车的发展，说明新车是既有继承又有发展的，而不是说新车是建立在DNA技术之上的。用最先进技术生产的车：本文强调的是新车型和老车型的连续性，并不是说生产技术是最先进的。只改变外观，不改变本质的车：第三段第五句指出，新车外观变化不大，但是发动机有着质的提高，可见错误。
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