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  3. One of the most authoritative speaking to us today is, of course, the voice of the advertisers. Its strident clamor dominates ou

One of the most authoritative speaking to us today is, of course, the voice of the advertisers. Its strident clamor dominates ou

admin2010-02-22  61
问题     One of the most authoritative speaking to us today is, of course, the voice of the advertisers. Its strident clamor dominates our lives. It shouts at us from the television screen and the radio loudspeakers; waves to us from every page of the newspaper; plucks at our sleeves on the escalator; signals to us from the roadside billboards all day and flashes messages to us in coloured lights all night. It has forced on us a whole new conception of the successful man as a man no less than 20% of whose mail consists of announcements of giant carpet sales.
    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 manufacturers 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 a head 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.
    Other manufacturers find advertising saves them changing their product. And manufacturers have 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-win make you popular."
    Advertising men use statistics rather like a drank uses a lamp-post—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 roses uncovered almost as much as anyone else.
选项 A、influences our image of the kind of person we ought to be like
B、interferes with the privacy of home life
C、continually forces us into buying things
D、distracts us no matter where we travel
答案D
解析 本题考查了解细节内容并做出判断的能力。文章第一段讲到了现在最具"权威的"声音是广告人的声音，通过后文举的例子：从电视上、收音机里、报纸上、电梯里、街道两边的大广告牌上都可以听到或看到广告，我们可以推断出答案选项是正确的，无论走到哪儿，广告都在分散我们的注意力。该题其他三个选项的干扰性也颇强，但经过分析可发现，第一段提到广告存在的地方与home无关，也与privacy无关，同时，这里也没提到广告可以强迫人们买东西；虽然最后一句戏谑地讲到"广告使我们对成功人士有了全新的概念"，但这不等于可以影响我们想成为的那一种形象，因此排除其他三个选项。
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