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The rise of multinational corporations, global marketing, new communications

游客2025-05-05  32
问题     The rise of multinational corporations, global marketing, new communications technologies, and shrinking cultural differences have led to an unparalleled increase in global public relations or PR.
    Surprisingly, since modem PR was largely an American invention, the U. S. leadership in public relations is being threatened by PR efforts in other countries. Ten years ago, for example, the world’s top five public relations agencies were American-owned. In 1991, only one was. The British in particular are becoming more sophisticated and creative. A recent survey found that more than half of all British companies include PR as part of their corporate planning activities, compared to about one-third of U. S. companies. It may not belong before London replaces New York as the capital of PR.
    Why is America lagging behind in the global PR race? Firstly, Americans as a whole tend to be fairly provincial and take more of an interest in local affairs. Knowledge of world geography, for example, has never been strong in this country. Secondly, Americans lag behind their European and Asian counterparts in knowing a second language. Less than 5 percent of Burson-Marshall’s U. S. employees know two languages. Ogilvy and Mather has about the same percentage. Conversely, some European firms have half or more of their employees fluent in a second language. Finally, people involved in PR abroad tend to keep a closer eye on international affairs. In the financial PR area, for instance, most Americans read the Wall Street Journal. Overseas, their counterparts read the Journal as well as the Financial Times of London and The Economist, publications not often read in this country.
    Perhaps the PR industry might take a lesson from Ted Turner of CNN (Cable News Network). Turner recently announced that the word "foreign" would no longer be used on CNN news broadcasts. According to Turner, global communications have made the nations of the would so interdependent that there is no longer any such thing as foreign. [br] The underlined word "provincial" (Para. 3) most probably means ""______.
选项 A、rigid in thinking
B、interested in world financial affairs
C、like people from the provinces
D、limited in outlook
答案 D
解析 这里要求猜测单词“provincial”的意义。根据上下文，作者在指出“作为一个总体，美国人倾向 provincial”，紧接着又说“(美国人)对地方事务更感兴趣”，“这个国家(美国)的雇员的地理知识从来就不是那么优秀”，可见provincial应具有与local类似的意思，四个选项中D“狭小的世界观”最为贴切；而选项B“对世界金融事务感兴趣”与以上分析相矛盾；选项A和C“思维刻板的”和“像来自乡下的人”则无从推测。
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