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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  71
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.
Both BMW and Renault use the icon of modern biology in marketing in order to introduce cars _____.
选项 A、that are produced with advanced technologies
B、that are manufactured on DNA technology
C、that are improved on the basis of the old ones
D、that have nothing to do with the precious models
答案C
解析 文章在第3段对汽车制造商的营销策略，即the icon of modern biology，进行解释。第3段前两句提到“德国宝马汽车公司的策略是通过与遗传结合传递发展的理念。即公司的最新产品可视为长长一串优秀产品经过改良的后代。”以及第3—4句中的“雷诺公司的策略更加微妙，产品的换代是一种渐进的改良，而不是突然跳跃性的改变”，由上可知，这两家的营销策略旨在说明新款汽车继承了原来产品的优秀品质，并有所改良，C正确。
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