2. 考研
  3. Amtrak (美国铁路客运公司) was experiencing a downswing in ridership (客运量) along the lines comprising its rail system. Of major concern t

Amtrak (美国铁路客运公司) was experiencing a downswing in ridership (客运量) along the lines comprising its rail system. Of major concern t

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问题     Amtrak (美国铁路客运公司) was experiencing a downswing in ridership (客运量) along the lines comprising its rail system. Of major concern to Amtrak and its advertising agency DDB Needham, were the long-distance western routes where ridership had been declining significantly.
At one time, trains were the only practical way to cross the vast areas of the west. Trains were fast, very luxurious, and quite convenient compared to other forms of transportation existing at the time. However, times change and the automobile became America’s standard of convenience. Also, air travel had easily established itself as the fastest method of traveling great distances. Therefore, the task for DDB Needham was to encourage consumers to consider other aspects of train travel in order to change their attitudes and increase the likelihood that trains would be considered for travel in the west.
    Two portions of the total market were targeted; 1) anxious fliers—those concerned with safety, relaxation, and cleanliness and 2) travel-lovers—those viewing themselves as relaxed, casual, and interested in the travel experience as part of their vacatioa The agency then developed a campaign that focused on travel experiences such as freedom, escape, relaxation, and enjoyment of the great western outdoors. It stressed experiences gained by using the trains and portrayed western train trips as wonderful adventures.
    Advertisements showed pictures of the beautiful scenery that could be enjoyed along some of the more famous western routes and emphasized the romantic names of some of these trains (Empire Builder, etc.). These ads were strategically placed among family-oriented TV shows and programs involving nature and America in order to most effectively reach target audiences. Results were impressive. The Empire Builder, which was focused on in one ad, enjoyed a 15 percent increase in profits on its Chicago to Seattle route. (307 words)
According to the passage, the Empire Builder enjoyed an increase in ridership and profits because______.
选项 A、the attractiveness of its name and route was effectively advertised
B、it provided an exciting travel experience
C、its passengers could enjoy the great western outdoors
D、it was widely advertised in newspapers and magazines in Chicago and Seattle
答案A
解析 本题属于细节判断题。文章第四段第一句写道：Advertisements showed pictures of the beautiful scenery that could be enjoyed along some of the more famous western routes and emphasized the romantic names of some of these trains(Empire Builder，etc．)．由此可看到A为正确答案。别忘了，这是一篇关于广告作用的文章，讲述了一个广告宣传成功的事例。B和C所讲原因都不太确切，而D断章取义地将广告进行宣传的范围篡改了。
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