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.
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
第1题
小儿睡中遗尿,尿黄量少,尿味臊臭,性情急躁易怒,舌红,苔黄或黄腻,脉弦数。最佳选方是
A、龙胆泻肝汤
B、知柏地黄丸
C、导赤散
D、巩堤丸
E、温胆汤
第5题
A.实证
B.舌红苔黄,脉滑数有力,为湿热内蕴所致
C.性情急躁,说明郁结化火,肝火偏亢
D.肝经郁热,蕴伏下焦,热迫膀胱,故寐中遗尿
E.湿热内蕴,又肝火内扰心神,故梦语磨牙,睡眠不宁
第6题
某女孩,5岁,症见遗尿,尿量不多,尿味臊臭,舌质红苔黄,脉数有力。治疗首选方为
A.菟丝子散
B.补中益气汤
C.龙胆泻肝汤
D.肾气丸
E.八正散
第7题
某女孩,5岁,症见遗尿,尿量不多,尿味臊臭,舌质红苔黄,脉数有力。治疗首选方为
A.菟丝子散
B.补中益气汤
C.龙胆泻肝汤
D.肾气丸
E.八正散
第8题
某女孩,5岁,症见遗尿,尿量不多,尿味臊臭,舌质红苔黄,脉数有力。治疗首选方为
A.菟丝子散
B.补中益气汤
C.龙胆泻肝汤
D.肾气丸
E.八正散
第9题
患者,男,59岁。头两侧胀痛,心情烦躁,容易发火,晚上睡不踏实,口苦,面红,舌红苔黄,脉弦数,治法为()
A.养血滋阴,和络止痛
B.平肝潜阳息风
C.健脾燥湿
D.化痰降逆
E.养阴补肾
第10题
A.肝经郁热型的小儿遗尿症患儿可在睡中遗尿,尿黄短赤,尿味臊臭
B.肝经郁热型的小儿遗尿症患儿可舌质淡,苔薄白,脉沉细无力
C.肝经郁热型的小儿遗尿症患儿可性情急躁易怒,面赤唇红,口渴欲饮
D.肝经郁热型的小儿遗尿症患儿可夜间梦语磨牙
E.平素性情急躁,或肥胖痰湿之体,肝经湿热蕴结的患儿多见此证
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