One of the most authoritative speaking to us today is, of course, the voice of the advertisers. It has forced on us a whole new conception of the successful man as a man no less than 20% of whose mail consists of announcements of giant carpet sales. 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 to the advertiser to find eleven ways of making it appeal to purchasers after they have finished it, by pretending that it confers status, or attracts love, or signifies man-ness. If the advertising agency can do this authoritatively enough, the manufacturer is in clover.
Other manufacturers find advertising saves them changing their product. And manufacturers have 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 the 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 skill 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 to 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--will make you popular. "Advertising men use statistics rather like a drunk uses a lamppost--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 much as anyone else.
Advertisers are appreciated by manufacturers because they _________.
A. advise them on ways of giving a product customerappeal
B. accept responsibility for giving a product custoalerappeal
C. advise them on the best time to go ahead with production
D. consult them during the design and development stages
关于保险合同的解除,下列说法中不正确的是()。
A. 对于投保人来说比较宽松,除了保险条款约定保险合同不可解除的情形外,投保人可以无任何原因解除保险合同
B. 当保险标的危险程度增加时,法律规定保险人可与投保人解除保险合同
C. 对于人身保险合同效力中止两年的保险人来说,法律规定他可与投保人解除保险合同
D. 法律规定保险人不可与投保人解除保险合同
“治病不如防病,防病不如讲究卫生”根据这一说法,以下几种控制方式中,哪一种方式最重要()。
A. 预先控制
B. 实时控制
C. 反馈控制
D. 前馈控制