首页
外语
计算机
考研
公务员
职业资格
财经
工程
司法
医学
专升本
自考
实用职业技能
登录
外语
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
admin
2014-09-28
67
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 College 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 marketeers 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.
The difference between BMW’s campaign and Renault’s campaign is that
选项
A、BMW’s campaign employs the metaphor of DNA while Renault’s doesn’t.
B、BMW’s campaign emphasizes technological revolution while Renault’s emphasizes technological evolution.
C、BMW’s campaign conveys improvement more explicitly than Renault’s.
D、BMW’s campaign is a lot more expensive than Renault’s.
答案
C
解析
转载请注明原文地址:https://kaotiyun.com/show/9vXd777K
本试题收录于:
公共英语五级笔试题库公共英语(PETS)分类
0
公共英语五级笔试
公共英语(PETS)
相关试题推荐
AhearinghasbeenheldinHangzhourecently.Itfocusedonaproposalthattheluckynumbersofcarsshouldbeauctioned,andt
Forsomeeducators,thereisnothingwrongwithfunandgames.AgroupcalledtheEducationArcaderecentlyheldaconference
ProfessorMeredithThring,ProfessorofMechanicalEngineeringatQueenMaryCollege,Londonshowedoffhislatestinventionto
WhathavetheEuropeancountriesagreedonattheBrusselsSummit?
AnswerquestionsbyreferringtotheeconomiesofthreeNorthernEuropeancountries.Note:Whenmorethanoneanswerisrequ
ConfucianismhasitsgreatesteffectamongEuropeancountriesin______.In______,Confucius’teachingscanevenfinditsreflec
ConfucianismhasitsgreatesteffectamongEuropeancountriesin______.Morethanonethousandyearsago,studentsweresentto
随机试题
A.腹膜腔穿刺B.腹部透视C.两者均可D.两者均不可急性弥漫性腹膜炎病人可以考虑的检查是
成年男性患者,热烧伤80%,合并中度吸入性损伤,伤后4小时来院就诊。体检及化验发现:体温36℃,心率160次/min,呼吸28次/min,血压测不到,导出40ml血红蛋白尿。遂立即快速补液,于2小时内输入5%葡萄糖溶液1500ml,生理盐水500ml;随后
输尿管的第3处狭窄位于
下列描述为单位产品的是()。
终身学习是个人提高职业技能、获取职业成功、提高生活质量的手段,而不是目的,这是员工终身学习的()属性
被《中国科学技术史》作者,英国科学家李约瑟赞誉为“中国科技史上最卓越的人物”的沈括,创作了:
根据所给材料,回答问题。矛盾普遍存在于客观世界中,模糊性亦寓于万物运动之中。鸡蛋可以孵鸡,当小鸡未啄出蛋壳时,总不能说它仍是蛋,亦不可称之为鸡,突变的事物会呈现短暂的模糊性,而另一些事物放到漫长的时间里考察也会使模糊性突出显现。铅块上放
—个国家的诞生纪念日,应该有自己的文化内涵,它不_________娱乐、消费和休闲,但也不能忘却纪念;它会充分照顾到现在人的利益和权益,但也不能_________了对历史的回望和尊重。填入画横线部分最恰当的一项是:
设随机变量X与Y独立同分布,且X的概率分布为记U:max{X,Y},V=min{X,Y}.求U与V的协方差Cov(U,V).
A、 B、 C、 D、 B一个“不好”的关系数据库模式会存在数据冗余、更新异常(不一致的危险)、插入异常和删除异常四个问题。其中,更新异常(数据不一致)问题产生的根本原因就是数据冗余。由于数据冗余,有可能使我
最新回复
(
0
)