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It’s a brand new world—a world built around brands. Hard-charging, noise-m

游客2024-05-28  39
问题       It’s a brand new world—a world built around brands. Hard-charging, noise-making, culture-shaping brands are everywhere. They’re on supermarket shelves, of course, but also in business plans for network company startups and in the names of sports complexes. Brands are infiltrating (渗透) people’s everyday lives—by sticking their logos on clothes, in concert programs, on subway station walls, even in elementary school classrooms.
      We live in an age in which CBS newscasters wear Nike jackets on the air, in which Burger King and McDonald’s open kiosks (小亭) in elementary school lunchrooms. But as brands reach (and then overreach) into every aspect of our lives, the companies behind them invite more questions, deeper scrutiny—and an inevitable backlash by consumers.
      "Our intellectual lives and our public spaces are being taken over by marketing and that has real implications for citizenship," says author and activist Naomi Klien. "It’s important for any healthy culture to have public space—a place where people are treated as citizens instead of as consumers. We’ve completely lost that space."
      Since the mid-1980s, as more and more companies have shifted from being about products to being about ideas, Starbucks isn’t selling coffee; it’s selling community! Those companies have poured more and more resources into marketing campaigns.
To pay for those campaigns, those same companies figured out ways to cut costs elsewhere, for example, by using contract labor at home and low-wage labor in developing countries. Contract laborers are hired on a temporary, per-assignment basis, and employers have no obligation to provide any benefit (such as health insurance) or long-term job security. This saves companies money but obviously puts workers in vulnerable situations. In the United States, contract labor has given rise to so-called McJobs, which employers and workers alike pretend are temporary—even though these jobs are usually held by adults who are trying to support families.
      The massive expansion of marketing campaigns in the 1980s coincided with the reduction of government spending for schools and for museums. This made those institutions much too willing, even eager, to partner with private companies. But companies took advantage of the needs of those institutions, reaching too far, and overwhelming the civic space with their marketing agendas.  [br] What is the author’s attitude towards the massive expansion of marketing campaigns?
选项 A、Positive.
B、Negative.
C、Neutral.
D、Indifference.
答案 B
解析 观点态度题。最后一段首句提到20世纪80年代市场营销活动得到大规模扩张，然后提到了产生的影响，教育机构希望与企业合作。最后一句指出，公司正是利用于那些机构的需要，而且做得有些过分，导致整个市民空间完全被公司的营销计划淹没了。通过作者的用词took advantage of，too far和overwhelming可以看出，作者是不赞成企业大规模扩张市场营销活动，也就是持否定态度，所以B)为本题的正确答案。
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