Whenever advertisers want you to stop thinking about the product and to start thinking about something bigger, better, or more attractive than the product, they use that very popular word "like". The word "like" is the advertiser’ s equivalent of the magician’ s use of misdirection. "Like" gets you to ignore the product and concentrate on the claim the advertiser is making about it. "For skin like peaches and cream" claims the ad for a skin cream. What is this ad really claiming It doesn’ t say this cream will give you peaches-and-cream skin. There is no verb in this claim, so it doesn’ t even mention using the product. How is skin ever like "peaches and cream" Remember, ads must be read exactly according to the dictionary definition of words. This ad is making absolutely no promise for this skin cream. If you think this cream will give you soft, smooth, and youthful-looking skin, you are the one who has
A. what the advertiser says about the product
B. what magic the product really possesses
C. why the advertiser promotes the product
D. why the product is as good as promised
Text 2
One of the odd things about some business organizations is that they spend so much money to lure new customers and spend so little to keep them after they’ve been landed. It just doesn’t make sense. Taking customers for granted is routine in some larger organizations, where mere bigness generates an attitude of indifference.
Loyal customers are an organization’s only protection against bankruptcy, and losing them because of neglect or indifference is downright sinful. Not only do satisfied customers continue to fatten the till, they often encourage others to buy. This is advertising that doesn’t cost a penny. And although there are always problems in giving good service to customers, maintaining their patronage (光顾) isn’t all that difficult. It’s a matter of attitude, of believing that everyone who buys from you is entitled to the best treatment you can deliver. Plus giving just a little morethan you have to.
A. Business organizations should not spend so much money to attract new customers
B. Maintaining customers' patronage is the most important to business organizations'
C. Customers are kings
D. Organizations should pay more attention to the benefit of their customers
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