首页
登录
职称英语
Car makers have long used sex to sell their products. Recently, however, bot
Car makers have long used sex to sell their products. Recently, however, bot
游客
2023-08-14
61
管理
问题
Car makers have long used sex to sell their products. Recently, however, both BMW and Renault have based their latest European marketing campaigns around the icon of modern biology.
BMWs campaign, which launches its new 3-series sports saloon in Britain and Ireland, shows the new creation and four of its earlier versions zigzagging around a landscape made up of giant DNA sequences, with a brief explanation that DNA is the molecule responsible for the inheritance of such features as strength, power and intelligence. The Renault offering, which promotes its existing Laguna model, employs evolutionary theory even more explicitly. The company’s television commercials intersperse (点缀) clips of the car with scenes from a lecture by Steve Jones, a professor of genetics at University College London.
BMW’s campaign is intended to convey the idea of development allied to heritage. The latest product, in other words, should be viewed as the new and improved scion (后代) of a long line of good cars. Renault’s message is more subtle. It is that evolution works by gradual improvements rather than sudden leaps and in this, Renault is aligning itself with (与……保持一致) biological orthodoxy. So, although the new car in the advertisement may look like the old one, the external form conceals a number of significant changes to the engine. While these alterations are almost invisible to the average driver, Renault hopes they will improve the car’s performance, and ultimately its survival in the marketplace.
Whether they actually do so will depend, in part, on whether marketers have read the public mood correctly. For, even if genetics really does offer a useful metaphor for automobiles, employing it in advertising is not without its dangers. That is because DNA’s public image is ambiguous. In one context, people may see it as the cornerstone of modern medical progress. In another, it will bring to mind such controversial issues as abortion, genetically modified food-stuffs, and the sinister subject of eugenics (优生学).
Car makers are probably standing on safer ground than biologists. But even they can make mistakes. Though it would not be obvious to the casual observer, some of the DNA which features in BMWs ads for its nice, new car once belonged to a woolly mammoth—a beast that has been extinct for 10,000 years. Not, presumably, quite the message that the marketing department was trying to convey. [br] What is the difference between BMW’s marketing campaign and Renault’s?
选项
A、Renault’s campaign employs evolutionary theory while BMWs doesn’t.
B、Renault’s campaign emphasizes technological evolution while BMWs emphasizes technological revolution.
C、BMWs campaign displays improvement on their cars less explicitly than Renault’s does.
D、BMWs campaign is much more effective than Renault’s.
答案
C
解析
由第2段第2句中的The Renault…employs evolutionary theory even more explicitly以及第3段第2句Renault’s message is more subtle可知C正确。A与原文表述不符;文章没有提到宝马对产品掀起技术上的变革,故B错;D文中没有提到。
转载请注明原文地址:https://tihaiku.com/zcyy/2924451.html
相关试题推荐
Gulliverhasafriendwhorecentlygaveuphisjobtostudyfor"TheKnowled
Gulliverhasafriendwhorecentlygaveuphisjobtostudyfor"TheKnowled
Untilrecently,themedicalcommunitybelievedthatmosthearinglosswasca
Untilrecently,themedicalcommunitybelievedthatmosthearinglosswasca
Untilrecently,themedicalcommunitybelievedthatmosthearinglosswasca
Untilrecently,themedicalcommunitybelievedthatmosthearinglosswasca
Untilrecently,themedicalcommunitybelievedthatmosthearinglosswasca
Untilrecently,themedicalcommunitybelievedthatmosthearinglosswasca
Untilrecently,themedicalcommunitybelievedthatmosthearinglosswasca
Carmakershavelongusedsextoselltheirproducts.Recently,however,bot
随机试题
Whereisthisconversationtakingplace?[br][originaltext]M:Hey,Jin.Howar
SpeakerA:IlikewatchingoldmoviesandIthinktheyarethebest.SpeakerB:【
治疗急性病毒性心肌炎最重要的措施是()A.休息 B.抗病毒治疗 C.抗生素应
烧结普通砖按其主要原料可分为黏土砖、页岩砖、煤矸石砖、粉煤灰砖等,我国目前实际所
特别重大、重大、较大事故逐级上报至()建设行政主管部门。A.县级人民政府 B.
统计生产的第一个阶段是确定()。A.统计调查内容 B.统计需求 C.统计指标
传染性非典型肺炎的报告时限是:A.2小时 B.4小时 C.12小时 D.1
正常新鲜尿液的性质,下列哪项是错误的( )A.尿液呈淡黄色 B.尿比重平均值
下列哪个腧穴主治热病,疟疾,项强,脊痛病症A.大椎 B.合谷 C.曲池 D
下列关于融资融券的标的证券说法,错误的有( )。 ①标的证券暂停交易后恢复交
最新回复
(
0
)