歷年bec中級真題閱讀精講系列之十三第四輯t3p3勸藝術(shù)

人郵第四輯真題TEST3READINGPART3

THEARTOFPERSUASION

'Letmesendyouourbrochure'isprobablythemostcommonlyusedphraseinbusiness.Butalltoooften,itcanspelltheendofacustomerenquirybecausemanybrochuresappeartobeproducednottoclarifyandtoexcitebuttoconfuse.Sowhatgoeswrongandhowcanitbeputright?Toooften,businessesfailtoaskthemselvescriticalquestionslike,'Whowillthebrochurebesentto?''Whatdowewanttoachievewithit?'Thetruthisthatabrochurehasusuallybeenproducedfornootherreasonthanthatthecompetitionhasone.

However,withalittleresearch,itoftentranspiresthatwhattheclientwantsisamixture:partmailshot,partglossycorporatebrochureandpartproductcatalogue-acombinationrarelyfound.Havingsaidthat,thebudgetislikelytobefinite.Theremaynotbeenoughmoneytomeetallthreemarketingneeds,sothefirsttaskistoplanthebrochure,takingintoaccountthemostsignificantofthese.Theotherrequirementswillhavetobemetinadifferentway.Afterall,introducingthecompany'sproductrangetonewcustomersbymailisadifferenttaskfromsellinganewseason'scollectiontoexistingcustomers.

Thesecondtaskistogetthecontentright.In95percentofcases,acompanywillhireadesignertooverseethelayout,sothefinalproductlooksstylish,interestingandprofessional;buttheydon'tgetacopywriterorsomeonewiththerightexpertisetoproducethetext,oratleasttidyitup-andthisshows.Abiggerfailingistoproduceabrochurethatisnotcustomerfocused.Yourbrochureshouldcoverareasofinteresttothecustomer,concentratingonthebenefitsofbuyingfromyou.

Instead,thousandsofbrochuresstartwithahistorylesson,'Foundedin1987,wehavebeensellingourproducts..Icanassureyouthatcustomersarenevergoingtosaytothemselves,'They'vebeenaroundfor20years-I'llbuyfromthem.'It'snothowlongyou'vebeeninbusinessthatcounts,it'swhatyou'vedoneinthattime.Theimportantpointtogetacrossatthebeginningisthatyouhaveagoodtrackrecord.Oncethishasbeenestablished,therestofthebrochureshouldaimtoconvincecustomersthatyourproductsarethebestonthemarket.

Itishelpfulwithcontenttogetinsidethecustomer'shead.Ifyouraudienceisyoungandtrendy,becreativeandcolourful.Asalways,createalistofthebenefitsthatpotentialcustomerswouldgainfromdoingbusinesswithyou,forexample,productquality,breadthofrange,expertiseofstaffandsoon.Butrememberthatitisnotenoughjusttostatethese;inordertopersuade,theyneedtobespeltout.Onepossibilityistoquoterecommendationsfromexistingcustomers.Thisalsomakesthebrochurepersonaltoyou,ratherthanitsimplybeingasetofsuppliers'photographswithyournameonthefront.

Atthedesignstage,therearemanyproductionfeaturesthatcandistinguishyourbrochurefromtherunofthemill.Youmaythinkthatthingslikecutoutsorpop-upswilldothisforyouandthusmakeyoustandout,oryoumaythinktheyjustlooklikedesignerwhimsthataddcost.Gothroughalltheoptionsindetail.Oneofthemmightbethatall-importantmagicalingredient.13Whatpointdoesthewritermakeaboutbrochuresinthefirstparagraph?

ACustomerexpectationsofthemaretoohigh.

BTheyoughttobemorestraightforwardindesign.

CInsufficientthoughttendstogointoproducingthem.

DCompaniesshouldensuretheyusethemmorewidely.

14Thewriter'sadvicetocompaniesinthesecondparagraphisto

Aproduceabrochuretoadvertisenewproductlines.

Buseabrochuretoextendthecustomerbase.

Cacceptthatabrochurecannotfulfileveryobjective.

Daimtogetabiggerbudgetallocationforproducingbrochures.

15Inthethirdparagraph,whichofthefollowingdoesthewritersaywouldimprovethemajorityofbrochures?

Abetterlanguageandexpression

Bbetteroverallappearance

Cmoreup-to-datecontent

Dmoreproductinformation

16Intheintroductiontoabrochure,thewriteradvisescompaniestofocuson

Atheirunderstandingofthebusinessenvironment.

Btherangeofproductstheyoffer.

Ctheiruniquemarketposition.

Dthereputationtheyhavebuiltup.

17Whendiscussingbrochurecontentinthefifthparagraph,thewriterremindscompaniesto

Aconsideroldcustomersaswellasnewones.

Bprovidesupportfortheclaimstheymake.

Cavoidusingtheirownphotographs.

Dincludedetailsofqualitycertification.

18Whatdoes'runofthemill'inline67mean?

Aeye-catching

Bcomplicated

Cstylish

Dordinary《Theartofpersuasion》，勸說的藝術(shù)。這里的勸說（persuasion）帶點廣告的意思，是指怎么樣設(shè)計廣告手冊（brochure）才能吸引顧客，也就是勸顧客掏錢購買產(chǎn)品。

第一段引出話題，說廣告手冊常常設(shè)計得不合理，會把客戶弄糊涂，從而結(jié)束客戶的咨詢。很多企業(yè)并沒有思考一些關(guān)鍵性的問題，比如想通過廣告手冊達(dá)到什么目的。通常企業(yè)設(shè)計廣告手冊的原因是競爭對手擁有它。

13題問第一段中作者對廣告手冊所做的觀點是什么。答案是后面幾句：businessesfailtoaskthemselvescriticalquestionslike….企業(yè)沒有問自己一些關(guān)鍵性的問題。從這段話可以看出，作者認(rèn)為企業(yè)在設(shè)計廣告手冊時的考慮是不周全的，沒有進(jìn)行深入思考。所以答案是C：設(shè)計他們時考慮得并不充分。A不對，沒有提到客戶的期望，只是說廣告手冊可能會把客戶弄糊涂。B也不對，第一段并沒有提到design的問題。D在原文中也沒有提到。這題稍微需要理解和概括。

第二段是講廣告手冊設(shè)計時的一些考量。開頭先說客戶需要的廣告手冊是一個混合體，很難找到。而往往客戶手冊的預(yù)算是有限的，所以設(shè)計時不可能滿足所有的市場需要，應(yīng)該優(yōu)先考慮最關(guān)鍵的部分。

14題問作者在第二段中對公司的建議是什么。原文說的很明白：Theremaynotbeenoughmoneytomeetallthreemarketingneeds,sothefirsttaskistoplanthebrochure,takingintoaccountthemostsignificantofthese.不可能滿足所有的市場需要，所以優(yōu)先考慮最關(guān)鍵的部分，其他的需要用另外的方式來滿足。理解了內(nèi)容不難選出答案是C：接受一個廣告手冊不可能滿足所有目標(biāo)的事實。第三段緊接著第二段所說的首要任務(wù)（firsttask），提出了次要任務(wù)（secondtask）：把廣告手冊的內(nèi)容找準(zhǔn)。在95%的情況下，公司會雇人好好設(shè)計廣告手冊，但是卻不會找有相關(guān)技能的廣告文字撰稿人制作內(nèi)容，或者至少給收拾下。還有一個更大的失敗之處在于制作出的廣告手冊不是以客戶為中心的。廣告手冊應(yīng)該涉及到客戶感興趣的領(lǐng)域，集中在從你那購買所能獲得的好處上。

15題問作者在第三段說怎么樣才可以改善大部分的廣告手冊。根據(jù)前面的內(nèi)容概括，很顯然答案在A和D之間。選A是根據(jù)題干中的themajorityofbrochures來的，原文中提到In95percentofcases,acompanywillhireadesignertooverseethelayout…..buttheydon'tgetacopywriterorsomeonewiththerightexpertisetoproducethetext.在95%的情況下公司只注重設(shè)計而不注重表述內(nèi)容，這里的95percentofcases可以對應(yīng)themajorityofbrochures。getacopywriterorsomeonewiththerightexpertisetoproducethetext，找一個有相關(guān)技能的廣告文字撰稿人來制作文字，也就是A所說的更好的語言和表達(dá)。

第四段說明了廣告手冊剛剛誕生時的一些情況?？蛻舾粗氐牟皇瞧髽I(yè)所存在的時間，而是企業(yè)的名聲和所干的實事。所以在廣告手冊的起步階段，最重要的是企業(yè)要擁有一個良好的業(yè)績記錄。一旦這些建立起來了，廣告手冊就可以致力于讓客戶相信你的產(chǎn)品是市場上最好的。

16題問在廣告手冊的引進(jìn)階段，作者對公司們的建議是什么。原文很明確：Theimportantpointtogetacrossatt