首页
登录
职称英语
One of the most authoritative voices speaking to us today is, of course, the
One of the most authoritative voices speaking to us today is, of course, the
游客
2025-04-27
38
管理
问题
One of the most authoritative voices speaking to us today is, of course, the voice of the advertisers. Its strident clamor dominates our lives. It shouts at us from the television screen and the radio loudspeakers; waves to us from every page of the newspaper; plucks at our sleeves on the escalator; signals to us from the roadside billboards all day and lashes messages to us in colored lights all night. It has forced on us a whole new conception of lite successful man as a man no less than 20% of whose mail consists of announcements of giant carpet sales.
Advertising has been among England’ s biggest growth industries since the war, in terms of the ratio of money earnings to demonstrable achievement. Why all the fantastic expenditure?
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 manliness. If the advertising agency can do this authoritatively enough, the manufacturer is in clover.
Other manufacturers find advertising saves them from changing their product. And manufacturers hate change. The ideal product is one which goes on unchanged for ever. If, therefore, for one reason or another, some alternation seems called for as to 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, in all, is the skill of getting people to believe in and contribute money t6 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 little of... 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 by 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 tricks uncovered almost as much as anyone else. [br] According to the passage, customers are attracted to a product because it appears to ______.
选项
A、have a sufficiently attractive design
B、offer good value for money spent on it
C、fulfill the manufacturers’ claims
D、satisfy their personal needs
答案
C
解析
从第五段His apparently...enables his patients to believe that he knows...exact ly what they need to put them right, just as advertising does…可以看出广告吸引消费者的方式是让它自己看起来能满足消费者需求。
转载请注明原文地址:https://tihaiku.com/zcyy/4055644.html
相关试题推荐
Universitiesshouldrequireeverystudenttotakesomecoursesoutsidehiso
Whenaninventionismade,theinventorhasthreepossiblecoursesofaction
Oneofthemostauthoritativevoicesspeakingtoustodayis,ofcourse,the
Oneofthemostauthoritativevoicesspeakingtoustodayis,ofcourse,the
Oneofthemostauthoritativevoicesspeakingtoustodayis,ofcourse,the
Oneofthemostauthoritativevoicesspeakingtoustodayis,ofcourse,the
Ithinkyoucantakea(n)______languagecoursetoimproveyourEnglish.A、interme
TheCommercialRevolutionwasnotconfined,ofcourse,tothegrowthoftrad
TheCommercialRevolutionwasnotconfined,ofcourse,tothegrowthoftrad
TheCommercialRevolutionwasnotconfined,ofcourse,tothegrowthoftrad
随机试题
Youshouldspendabout20minutesonthistask.Thegraphbelowcomparesfigures
ThefollowingareendangeredspeciesEXCEPT[originaltext]Manykindsofanim
商品黄金记录在国际收支平衡表的()。A.经常项目 B.储备资产项目 C.统
归脾汤常用于治疗哪一型特发性血小板减少性紫癜A、瘀血内阻 B、血热妄行 C、
粪便中发现巨噬细胞有助于诊断A.上消化道出血 B.霍乱 C.急性细菌性痢疾
下列关于城市环卫设施的表述,哪项是正确的?( )A.生活垃圾填埋场应远离污水处
某旧住宅因没有独立的卫生间所造成的价值损失,属于()。A.物质折旧 B.功能
为实现管理工作中的有效沟通,需要克服的障碍主要有( )。A.沟通方式不当 B
( )是用于计算污染物排放量的常规和最基本的方法。(新教材已删除)A.查阅资料(
投资项目决策分析与评价的基本要求包括贯彻落实科学发展观、资料数据准确可靠和()
最新回复
(
0
)