单选题
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 mall 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.
单选题
It can be concluded from the passage that modern advertising is authoritative because of the way it ______. A. interferes with the privacy of our home life B. influences our image of the kind of person we ought to be like C. continually forces us into buying things we don't want D. distracts us wherever we go
单选题
According to the passage, the advertising man must have the ability to ______. A. exploit customers' fears B. understand customers' psychology C. disguise himself or herself successfully D. win customers' confidence
单选题
The following statements are TRUE except ______. A. Advertising men dress people up in white coats because it makes their advertisement more convincing. B. Some manufacturers would rather change their product's appeal than change the product itself. C. Doctors are most successful when they are both emotional and scientific. D. If advertising agency does advertising authoritatively enough, the manufacturer will surely become prosperous.
单选题
It can be inferred from the passage that the advertisers' attitude is usually based on the hope that customers 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 impressionable