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英语
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.
1.The passage supplies information that would answer which of the following question?
A. What’s in the image?
B. What attracts customers?
C. What’s in a logo?
D. None of above
【答案】C。主旨题。题干问的是“该文章提供所提供的信息可以回答下列哪个问题”，根据选项可以推出，该题主要是概括整个文章所谈的内容。全文都在讲解logo，所以C选项最为适合。
2. According to the passage, what can attract customer’s eyes?
A. The corporate identity.
B. Quality of the product.
C. Packaging image.
D. All of above.
【答案】D。细节题。题干的关键词“attract customer’s eyes”，谈到这一内容的是在原文的第一段，quality、image和corporate identity都有，所以答案选D。
3. ( ) are used to show the ( ) of the company.
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。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。
4.The steering wheel in the Mercedes logo and the airplane tall of Alitalia are ( ) .
A. the examples of logos which are emotive and can inspire loyalty
B. the examples of giving people idea of the products by using the images
C. the examples of logos which fit in with contemporary design
D. None of above
【答案】B。细节题。题干的意思为“奔驰logo里面的方向盘和意大利航空的机翼是...”，无论是奔驰还是意大利航空，它们通过在logo里面加入产品本身的特点来吸引客户的眼球，如奔驰logo里的方向盘，很好地展现了汽车的特性。所以，答案选B。A项的loyalty(忠诚)在原文当中并没有提到，C项的contemporary design在原文当中也没有体现。
5.You probably find a logo of a big company ( ).
A. On the letterheads and packages
B. In the social media platform
C. Advertisements on TV
D. All of above
【答案】D。细节题。根据“find a logo”定位原文，在文章的倒数第二段。A和C在原文当中都可以找到，B项社交媒体平台也是广告宣传的手段之一，所以也可能出现。所以答案选D。
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