2. 外语
  3. Amtrak (美国铁路客运公司) was experiencing a downswing in rider ship (客运量) along the lines comprising its rail system. Of major concern

Amtrak (美国铁路客运公司) was experiencing a downswing in rider ship (客运量) along the lines comprising its rail system. Of major concern

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问题    Amtrak (美国铁路客运公司) was experiencing a downswing in rider ship (客运量) along the lines comprising its rail system. Of major concern to Amtrak and its advertising agency DDB Needham, were the long-distance western routes where rider ship had been declining significantly.
   At one time, trains were the only practical way to cross the vast areas of the west. Trains were fast, very luxurious, and quite convenient compared to other forms of transportation existing at the time. However, times change and the automobile became America’s standard of convenience. Also, air travel had easily established itself as the fastest method of traveling great distances. Therefore, the task for DDB Needham was to encourage consumers to consider other aspects of train travel in order to change their attitudes and increase the likelihood that trains would be considered for travel in the west.
   Two portions of the total market were targeted: 1) anxious fliers—those concerned with safety, relaxation, and cleanliness and 2) travel-lovers-those viewing themselves as relaxed, casual, and interested in the travel experience as part of their vacation. The agency then developed a campaign that focused on travel experiences such as freedom, escape, relaxation, and enjoyment of the great western outdoors. It stressed experiences gained by using the trains and portrayed western train trips as wonderful adventures.
   Advertisements showed pictures of the beautiful scenery that could be enjoyed along some of the more famous western routes and emphasized the romantic names of some of these trains (Empire Builder, etc.). These ads were strategically placed among family-oriented TV shows and programs involving nature and America in order to most effectively reach target audiences. Results were impressive. The Empire Builder, which was focused on in one ad, enjoyed a 15 percent increase in profits on its Chicago to Seattle route.
To encourage consumers to travel by train, DDB Needham emphasized?
选项 A、the freedom and convenience provided on trains
B、the practical aspects of travel
C、the adventurous aspects of train trips
D、the safety and cleanliness of train trips
答案C
解析 本题属细节性问题。这个问题和文章第三段最后一句话是对应的，现在对比四个选项，C选项the adventurous aspects of train trips是最佳选项，因为原文中说的是它描绘了wonderful adventures。
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