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  3. What attracts customers? Obviously the quality of a product does, but visual images contribute a great deal. It is not only the

What attracts customers? Obviously the quality of a product does, but visual images contribute a great deal. It is not only the

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问题     What attracts customers? Obviously the quality of a product does, but visual images contribute a great deal. It is not only the image provided by the packaging that counts but the whole corporate identity of the company.
    There are now many products and services on the market which are similar in content though produced by different companies. It is vital, therefore, for a company to distinguish itself from its competitors by having a strong company image which in immediately recognizable.
    Logos are part of this image. They are symbols which often include a name or initials to identify a company. The logo establishes a visual identity for the company, just as different groups of young people express their identity through hairstyles and clothes. All groups from all cultures and throughout the ages have used colors and symbols to show their identity.
    In different cultures, different colors carry different meanings. Some colors may be connected with coldness in one culture and with warmth in another; some colors represent life in one culture but death in another. International companies have, therefore, to make sure that their logos will not be not be misunderstood or misinterpreted in different countries.
    Logos are used on letterheads, packaging and brochures as well as on the product itself. They may also appear in newspapers or on television as part of an advertising campaign.
    Companies need to have a strong corporate identity. The logo helps to promote this image and to fix it in the minds of the consumers. Logos, therefore, need to be original and to have impact and style.
(          ) are used to show the (          ) of the company.
选项 A、Hair style and clothes; corporate identity
B、Colors and symbols; culture and identity
C、Hair style and clothes; image
D、Colors and symbols; taste and mission
答案B
解析 细节题。根据选项关键词 color、symbol可以定位原文。原文第三段提到The logo establishes a visual identity for the company，just as different groups of young people express their identity through hairstyles and clothes. Hair style和 clothes是折射出的是年轻人的个性，并不是公司。所以排除A和 C。再根据原文第三段的最后一句话，可以推出color和 symbol 能够展示一家公司的文化和形象，故答案选B。
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