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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

admin2018-05-11  28
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.
    BMWs 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.
    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 (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.
What is the difference between BMW’s marketing campaign and Renault’s?
选项 A、Renault’s campaign employs evolutionary theory while BMWs doesn’t.
B、Renault’s campaign emphasizes technological evolution while BMWs emphasizes technological revolution.
C、BMWs campaign displays improvement on their cars less explicitly than Renault’s does.
D、BMWs campaign is much more effective than Renault’s.
答案C
解析 由第2段第2句中的The Renault…employs evolutionary theory even more explicitly以及第3段第2句Renault’s message is more subtle可知C正确。A与原文表述不符；文章没有提到宝马对产品掀起技术上的变革，故B错；D文中没有提到。
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