首页
登录
职称英语
One of the most authoritative speaking to us today is, of course, the voice
One of the most authoritative speaking to us today is, of course, the voice
游客
2023-11-23
36
管理
问题
One of the most authoritative speaking to us today is, of course, the voice of the advertisers. 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. 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 ahead 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 man-ness. 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--will make you popular. "Advertising men use statistics rather like a drunk uses a lamppost--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 ruses uncovered almost as much as anyone else. [br] The passage tells us that some manufacturers, instead of changing their product, would prefer to change its _________.
选项
A、production cost
B、quality
C、market value
D、appeal
答案
D
解析
这篇文章告诉我们一些制造商不愿改变产品,而宁愿改变? A生产成本;B质量;C市场价值;D魅力。D是最佳选择。
转载请注明原文地址:https://tihaiku.com/zcyy/3211607.html
相关试题推荐
OnPublicSpeakingI.People’sfrequentresponsetogivi
OnPublicSpeakingI.People’sfrequentresponsetogivi
OnPublicSpeakingI.People’sfrequentresponsetogivi
OnPublicSpeakingI.People’sfrequentresponsetogivi
OnPublicSpeakingI.People’sfrequentresponsetogivi
OnPublicSpeakingI.People’sfrequentresponsetogivi
OnPublicSpeakingI.People’sfrequentresponsetogivi
OnPublicSpeakingI.People’sfrequentresponsetogivi
HowtoConquerPublicSpeakingFearI.Introduction
HowtoConquerPublicSpeakingFearI.Introduction
随机试题
[originaltext]M:Ruth,haveyouheardabouttheterribleliftaccidentthatinv
男性,50岁。临床诊断十二指肠溃疡穿孔,急诊施行穿孔修补术后第6天。患者出现发热
下列关于信贷资产质量指标的说法,正确的有( )。[2014年6月真题]A.加权
半场人盯人防守,对防守持球队员的位置和距离的基本要求应是( )A.对手离篮近侧
下图是2013年8月15日8时的等压线分布图(单位:百帕),
运输企业财务管理的基础工作有()。A.健全的计量、验收 B.有效的财产清查
某物业10年租金收入在第10年末的终值为20万元,年租金增长率为6%,租金在每年
根据《建筑安装工程费用项目组成》(建标[2013]44号)的规定,企业为提供预付
男性,65岁,诊断肺炎球菌肺炎,出现呼吸困难,发绀、心悸、心率150次/分,第一
男性。33岁。反复高热1个月伴盗汗,浅表淋巴结未触及肿大,肝不大,脾肋下2指,血
最新回复
(
0
)