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  3. One of the most authoritative voices speaking to us today is the voice of the advertisers. Its strident clamour dominates our li

One of the most authoritative voices speaking to us today is the voice of the advertisers. Its strident clamour dominates our li

admin2015-01-09  31
问题     One of the most authoritative voices speaking to us today is the voice of the advertisers. Its strident clamour 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 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 this 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, by pretending that it confers status, or attracts love, or signifies manliness, if the advertising agency can to this authoritatively enough, the manufacturer is in clover.
    Other manufacturers find advertising saves them 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 alteration seems called for—how much better to change the image, the packet or tile 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 kill 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 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 of... will make you popular."
    Advertising men use statistics rather like a drunk uses a lamp-post-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 anyone else.
According to the passage, the advertising man must have the ability to_____.
选项 A、exploit customers’ fears
B、understand customers’ psychology
C、disguise himself or herself successfully
D、win customers’ confidence
答案B
解析 题目问：根据文章内容，广告人必须具有什么能力?通过文章内容可知，一个广告策划者应该兼备牧师、律师以及医生三者的能力。牧师可以使他人为一些逻辑上讲不通的东西捐钱，而律师则可以极力使别人相信一些即使自己都不是很相信的事情，医生的能力则可以让病人觉得他完全了解病人的需要并能够医好病人。这三种人都熟悉他人的心理而答到目的。据此判断，答案是B。
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