首页
外语
计算机
考研
公务员
职业资格
财经
工程
司法
医学
专升本
自考
实用职业技能
登录
外语
Imagine a world without brands.【R1】______No raucous advertising, no ugly billboards, and no McDonald’s. Yet, given a chance and
Imagine a world without brands.【R1】______No raucous advertising, no ugly billboards, and no McDonald’s. Yet, given a chance and
admin
2017-04-21
84
问题
Imagine a world without brands.【R1】______No raucous advertising, no ugly billboards, and no McDonald’s. Yet, given a chance and a bit of money, people flee this Eden. They seek out Budweiser instead of their local tipple, ditch nameless shirts for Gap, prefer Marlboros to homegrown smokes. What should one conclude? That people are pawns in the hands of giant companies with huge advertising budgets and global reach? 【R2】______
The pawn theory is argued, forcefully if not always coherently, by Naomi Klein, author of "No Logo", a book that has become a bible of the anti-globalization movement. Her thesis is that brands have come to represent "a fascist state where we all salute the logo and have little opportunity for criticism because our newspapers, television stations, Internet servers, streets and retail spaces are all controlled by multinational corporate interests."【R3】______produced cheaply in third-world sweatshops, branded goods displace local alternatives and force a grey cultural homogeneity on the world.
【R4】______Outside the United States, they are now symbols of America’s corporate power, since most of the world’s best-known brands are American. Around them accrete all the worries about environmental damage, human-rights abuses and sweated labor that anti-globalists like to put on their placards. No wonder brands seem bad.
【R5】______They began as a form not of exploitation, but of consumer protection. In pre-industrial days, people knew exactly what went into their meat pies and which butchers were trustworthy; once they moved to cities, they no longer did. A brand provided a guarantee of reliability and quality. Its owner had a powerful incentive to ensure that each pie was as good as the previous one, because that would persuade people to come back for more.
Just as distance created a need for brands in the 19th century, so in the age of globalization and the Internet it reinforces their value. A book-buyer might not entrust a company based in Seattle with his credit-card number had experience not taught him to trust the Amazon brand; an American might not accept a bottle of French water were it not for the name of Evian. 【R6】______
Indeed, the dependence of successful brands on trust and consistent quality suggests that consumers need more of them. In poor countries, the arrival of foreign brands points to an increase in competition from which consumers gain. Anybody in Britain old enough to remember the hideous Wimpy, a travesty of a hamburger, must recall the arrival of McDonald’s with gratitude. Public services live in a No Logo world: attempts at government branding arouse derision. That is because brands have value only where consumers have choice, which rarely exists in public services. 【R7】______
Brands are the tools with which companies seek to build and retain customer loyalty. Because that often requires expensive advertising and good marketing, a strong brand can raise both prices and barriers to entry. But not to insuperable levels: brands fade as tastes change(Nescafe has fallen, while Starbucks has risen); the vagaries of fashion can rebuild a brand that once seemed moribund(think of cars like the Mini or Beetle); and quality of service still counts(hence the rise of Amazon). 【R8】______
A. Brands have thus become stalking horses for international capitalism.
B. Or that brands bring something that people think is better than what they had before?
C. Yet this is a wholly misleading account of the nature of brands.
D. It existed once, and still exists, more or less, in the world’s poorest places.
E. The absence of brands in the public sector reflects a world like that of the old Soviet Union, in which consumer choice has little role.
F. Because consumer trust is the basis of all brand values, companies that own the brands have an immense incentive to work to retain that trust.
G. The ubiquity and power of brand advertising curtails choice, she claims;
H. Many brands have been around for more than a century, but the past two decades have seen many more displaced by new global names, such as Microsoft and Nokia.
【R4】
选项
答案
A
解析
第3段简述了品牌的影响力。选项A:“品牌成了国际资本主义的快马。”是本段的中心句,起总括作用,是正确选项。
转载请注明原文地址:https://kaotiyun.com/show/zW9d777K
本试题收录于:
BFT阅读题库国际化人才外语考试(BFT)分类
0
BFT阅读
国际化人才外语考试(BFT)
相关试题推荐
HereisanadvertisementaboutaBusinessBookClub.Readtheadvertisementandcompletethegiveninformationform.Wri
HereisanadvertisementaboutforacertainpositioninthenewspaperofDec.7,2005.Readtheadvertisementandcompletethe
Readthefollowingletterandcompletethegiveninformationform.Writeaword,phraseornumberinthespaces1-5.De
Readthefollowingpassageandchoosethebestwordforeachspace.Moneyspentonadvertisingismoneyspentaswellasany
Tradeiscentraltohumanhealth,prosperityandsocialwelfare.【R1】______Examplesoftradeindailylifearesoabundanttheys
Tradeiscentraltohumanhealth,prosperityandsocialwelfare.【R1】______Examplesoftradeindailylifearesoabundanttheys
1.ItisbecauseofhisplaysthatShakespeareisnowconsideredthegreatestEnglishwriterinhistory.Theerainwhichheliv
InBritain,agreementsforinvitingandentertainingguestataweddingareusuallytheresponsibilityofthebride’sfamily.In
Readthefollowingpassageandanswerquestions9-18.1.FromDr.R.S.ScorerofBritain’sImperialCollegeoftheSciencecomes
随机试题
预防术后肺不张最主要的措施是
聚氯乙烯塑料制品的主要毒性来自
肾虚证与肾精不足证共有的临床表现是()
甲施工企业总承包了一个高档酒店装修工程,将其中的大堂装修工程分包给符合资质条件的乙装饰公司,分包合同写明:“大堂装修工程质量应完全由乙方负责。”现大堂出现装修施工质量问题,则()责任。
ABC公司预期以$50的目标价格销售10000件产品。该产品目前全部的成本是每单位$60。如果ABC希望实现20%的经营性毛利,其单位目标成本应为
期货交易所变更名称、注册资本的,应当经中国期货业协会批准。()
上市公司发行股份购买资产,拟购买资产交易价格为9亿元,以下说法正确的是()。
中国历史上,曾经灭佛的封建君主包括()。①唐武宗②北魏太武帝③北周武帝④周世宗
一位普通市民花几百元购票看话剧,记者问他:“花这么多钱值不值得?”他说:“值得。”从行为的动机理论看,可用来解释其行为的理论是()
Itseemsindividualcancercellssendoutthesamedistresssignalsaswounds,trickingimmunecellsintohelpingthemgrowinto
最新回复
(
0
)