2. 外语
  3. 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

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

admin2009-02-10  28
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.
The advertisers’ attitude is based on the hope that consumers _________.
选项 A、know deep down what they really want
B、are interested in what is being designed
C、are indifferent to what is being advertised
D、are uncritical and easily influenced
答案A
解析 广告人希望消费者?A深刻知道自己需要什么；B对已在被设计的产品感兴趣；C对所登广告的产品漠不关心；D不挑剔，容易受影响。 A为正确选项。
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