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  3. Advertising has been among England’s biggest growth industries since the war, in terms of the ratio of money earnings to demonst

Advertising has been among England’s biggest growth industries since the war, in terms of the ratio of money earnings to demonst

admin2019-05-04  95
问题    Advertising has been among England’s biggest growth industries since the war, in terms of the ratio of money earnings to demonstrable achievement. Why all this fantastic expenditure?
   Perhaps the answer is that advertising saves the manufactures from having to think about the customer. At the stage of designing and developing a product, there is quite enough to think about without worrying over whether anybody will want to buy it. The designer is busy enough without adding customer-appeal to all his other problems of man-hours and machine tolerances and stress factors. So they just go ahead and make the thing and leave it to the advertiser to find eleven ways of making it appeal to purchasers after they have finished it, by pretending that it confers (授予) status, or attracts love, or signifies manliness. If the advertising agency can do this authoritatively enough, the manufacturer is in clover(生活舒适).
   Other manufacturers find advertising saves them from changing their product. And manufacturers hate change. The ideal product is one which goes on unchanged for ever. If, therefore, for one reason or another, some alteration seems called for, how much better to change the image, the packet or the pitch made by the product, rather than go to all the inconvenience of changing the product itself.
   The advertising man has to combine the qualities of the three most authoritative professions: Church, Bar, and Medicine. The great skill required of our priests, most highly developed in missionaries but present, indeed mandatory, in all, is the skill of getting people to believe in and contribute money to something which can never be logically proved. At the Bar, an essential ability is that of presenting the most persuasive case you can to a jury of ordinary people, with emotional appeals masquerading as logical exposition: a case you do not necessarily have to believe in yourself, just one you have studiously avoided discovering to be false. As for Medicine, any doctor will confirm that a large part of his job is not clinical treatment but faith healing. His apparently scientific approach enables his patients to believe that he knows exactly what is wrong with them and exactly what they need to put them right, just as advertising does—"Run down? You need...""No one will dance with you? A dab of... will make you popular."
   Advertising men use statistics rather like a drunk uses a lamppost for support rather than illumination. They will dress anyone up in a white coat to appear like an unimpeachable authority or, failing that, they will even be happy with the announcement,"As used by 90% of the actors who play doctors on television." Their engaging quality is that they enjoy having their latest ruses uncovered almost as much as anyone else.
Advertising are appreciated by manufacturers because they______.
选项 A、advise them on ways of giving a product customer appeal
B、accept responsibility for giving a product customer appeal
C、advise them on the best time to go ahead with production
D、consult them during the design and development stages
答案B
解析 根据题干定位至原文第二段的第三到五句：The designer is busy enough without adding customer-appeal to all his other problems of man-hours and machine tolerances and stress factors．So they just go ahead and make the thing and leave it to the advertiser to find eleven ways of making it appeal to purchasers after they have finished it，by pretending that it confers status，or attracts love，or signifies manliness．If the advertising agency can do this authoritatively enough，the manufacturer is in clover．(设计人员在忙于考虑诸如劳动力时间、机器强度及压力因素时可以不考虑消费者喜好的因素。所以他们可以只管生产出产品，然后让广告商通过声称此商品象征身份、地位，能够吸引爱情或是彰显男人魅力等，去寻找足够的理由来吸引消费者购买。倘若广告商果真能做到足够令人信服，厂家就可高枕无忧了。)故答案为[B]。
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