2. 外语
  3. In a world increasingly fearsome and fragile, TV commercials present an oasis (绿洲) of calm and comfort. For six minutes in every

In a world increasingly fearsome and fragile, TV commercials present an oasis (绿洲) of calm and comfort. For six minutes in every

admin2010-05-26  34
问题     In a world increasingly fearsome and fragile, TV commercials present an oasis (绿洲) of calm and comfort. For six minutes in every hour, viewers know that they will be drifted away from this cruel world into an idealized well-ordered land. You and I may experience real life as largely tired and chaotic but in the world of the TV commercials happy families may be seen to gather at breakfast time for convivial (欢乐的) bowls of cornflakes, their teeth free of decay, their hair innocent of dandruff, their shirt whiter than snow.
    TV advertising in Britain, obsessed (困扰) with the symbol of the good life, exploits a strong desire for evidence of old fashioned security. Things were better in the old days: bread was crusty and beer was a man’s drink. But in selling the idea of a better life, it strikes me that most British commercials fail in their primary function. I cannot be alone among those who usually remember everything about TV advertising except the product it is designed to publicize.
    In other superb commercial, a distinguished-looking Italian butler drives a car headlong into a vast dining-hall to serve champagne~ What on earth was it selling? The champagne? The car? What car? Search me. Viewers reveled in the medium and forgot the message. American advertisers don’t make such mistakes. A typical US commercial features a woman in a kitchen holding a highly visible bottle of something or other and selling it hard. No art, no craft, just the message. America sells the steak, while Britain sells the sizzle.
    A nation needs symbols. We need proof that lovely things still endure, like a team of shire horses criss-crossing the landscape at sundown. We want to be reminded that they still exist, that we may still come across pockets of reason and beauty in a world less sensible and less beautiful each day. TV commercials provide us with those symbols. They provide a link with the way we like to think we were. They help us to keep in touch with lost innocence.
Why does the writer say most American TV commercials succeed in achieving their main aim?
选项
答案Because they only concentrate on the selling.
解析 与英国相比，美国的广告营销似乎就要现实的多。他们关心的只是如何把商品宣传出去，至于广告的其他方面则不予考虑。参见第三段最后两句话。
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