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  3. In a world increasingly fearsome and fragile, commercials present an oasis(绿洲)of calm and comfort. For six minutes in every hour

In a world increasingly fearsome and fragile, commercials present an oasis(绿洲)of calm and comfort. For six minutes in every hour

admin2016-03-05  69
问题     In a world increasingly fearsome and fragile, commercials present an oasis(绿洲)of calm and comfort. For six minutes in every hour, viewers know that they will be drifted away from this cruel world into an idealized well-ordered land. You and I may experience real life as largely tired and chaotic but in the wor1d of the TV commercials happy families may be seen to gather at breakfast-time for convivial(欢乐的，欢宴的)bowls of cornflakes, their teeth free of decay, their hair innocent of dandruff(头皮屑), their shirt whiter than snow.
    TV advertising in Britain, obsessed with the symbol of the good life, exploits a strong desire for evidence of old fashioned security. Things were better in the old days: bread was crusty and beer was a man’s drink.But in selling the idea of a better life, it strikes me that most British commercials fail in their primary function. I cannot be alone among those who usually remember everything about TV advertising except the product it is designed to publicize.
    In other superb commercial, a distinguished-looking Italian butler drives a car headlong into a vast dining-hall to serve champagne. What on earth was it selling? The champagne? The car? What car? Search me. Viewers reveled in the medium and forgot the message. American advertisers don’t make such mistakes. A typical U. S. commercial features a woman in a kitchen holding a highly visible bottle of something or other and selling it hard. Not art, no craft, just the message. America sells the steak, while Britain sells the sizzle(咝咝地响；咝咝声).
    A nation needs symbols. We need proof that lovely things still endure, like a team of shire horses criss-crossing(纵横驰骋)the landscape at sundown. We want to be reminded that they still exist, that we may still come across pockets of reason and beauty in a world less sensible and less beautiful each day. TV commercials provide us with those symbols. They provide a link with the way we like to think we were. They help us to keep in touch with lost innocence.
How are American commercials different from British ones?
选项 A、They put more emphasis on the emotional needs of the audience.
B、They adopt a more subtle approach.
C、They were longer.
D、They communicate more effectively.
答案D
解析 在第三段的最后，作者将英美两国商业广告作比较：美国商业广告更注意所要传递的信息，而英国商业广告则不然。故答案为D。
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