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1、剑桥商务英语高级完型试题训练剑桥商务英语高级完型试题训练THE ART OF PERSUASIONHowever, with a little research, it often transpires that what the client wants is a mixture: part mail shot, part glossy corporate brochure and part product catalogue - a bination rarely found. Having said that, the budget is likely to be finite. The
2、re may not be enough money to meet all three marketing needs, so the first task is to plan the brochure, taking into account the most significant of these. The other requirements will have to be met in a different way. After all, introducing the panys product range to new customers by mail is a diff
3、erent task from selling a new seasons collection to existing customers.The second task is to get the content right. In 95 per cent of cases, a pany will hire a designer to oversee the layout, so the final product looks stylish, interesting and professional; but they dont get a copywriter or someone
4、with the right expertise to produce the text, or at least tidy it up - and this shows. A bigger failing is to produce a brochure that is not customer focused. Your brochure should cover areas of interest to the customer, concentrating on the benefits of buying from you.Instead, thousands of brochure
5、s start with a history lesson, Founded in 1987, we have been selling our products . I can assure you that customers are never going to say to themselves, Theyve been around for 20 years - Ill buy from them. Its not how long youve been in business that counts, its what youve done in that time. The im
6、portant point to get across at the beginning is that you have a good track record. Once this has been established, the rest of the brochure should aim to convince customers that your products are the best on the market.At the design stage, there are many production features that can distinguish your
7、 brochure from the run of the mill. You may think that things like cutouts or pop-ups will do this for you and thus make you stand out, or you may think they just look like designer whims that add cost. Go through all the options in detail. One of them might be that all-important magical ingredient.
8、13 What point does the writer make about brochures in the first paragraph?A Customer expectations of them are too high.B They ought to be more straightforward in design.D panies should ensure they use them more widely.14 The writers advice to panies in the second paragraph is toA produce a brochure
9、to advertise new product lines.C accept that a brochure cannot fulfil every objective.D aim to get a bigger budget allocation for producing brochures.15 In the third paragraph, which of the following does the writer say would improve the majority of brochures?A better language and expressionB better
10、 overall appearanceC more up-to-date contentD more product information16 In the introduction to a brochure, the writer advises panies to focus onA their understanding of the business enviro_ent.B the range of products they offer.C their unique market position.D the reputation they have built up.17 W
11、hen discussing brochure content in the fifth paragraph, the writer reminds panies toA consider old customers as well as new ones.B provide support for the claims they make.C avoid using their own photographs.D include details of quality certification.18 What does run of the mill in line 67 mean?A ey
12、e-catchingB plicatedC stylishD ordinary答案详解： The art of persuasion，劝说的艺术。这里的劝说(persuasion)带点广告的意思，是指怎么样设计广告手册(brochure)才能吸引顾客，也就是劝顾客掏钱购置产品。第一段引出话题，说广告手册常常设计得不合理，会把客户弄糊涂，从而完毕客户的咨询。很多企业并没有考虑一些关键性的问题，比方想通过广告手册到达什么目的。通常企业设计广告手册的原因是竞争对手拥有它。13题问第一段中作者对广告手册所做的观点是什么。答案是后面几句：businesses fail to ask themselves
13、 critical questions like.企业没有问自己一些关键性的问题。从这段话可以看出，作者认为企业在设计广告手册时的考虑是不周全的，没有进展深化考虑。所以答案是C：设计他们时考虑得并不充分。A不对，没有提到客户的期望，只是说广告手册可能会把客户弄糊涂。B也不对，第一段并没有提到design的问题。D在原文中也没有提到。这题略微需要理解和概括。第二段是讲广告手册设计时的一些考量。开头先说客户需要的广告手册是一个混合体，很难找到。而往往客户手册的预算是有限的，所以设计时不可能满足所有的市场需要，应该优先考虑最关键的局部。14题问作者在第二段中对公司的建议是什么。原文说的很明白：The
14、re may not be enough money to meet all three marketing needs, so the first task is to plan the brochure, taking into account the most significant of these.不可能满足所有的市场需要，所以优先考虑最关键的局部，其他的需要用另外的方式来满足。理解了内容不难选出答案是C：承受一个广告手册不可能满足所有目的的事实。第三段紧接着第二段所说的首要任务(first task)，提出了次要任务(second task)：把广告手册的内容找准。在95%的.情况
15、下，公司会雇人好好设计广告手册，但是却不会找有相关技能的广告文字撰稿人制作内容，或者至少给拾掇下。还有一个更大的失败之处在于制作出的广告手册不是以客户为中心的。广告手册应该涉及到客户感兴趣的领域，集中在从你那购置所能获得的好处上。15题问作者在第三段说怎么样才可以改善大局部的广告手册。根据前面的内容概括，很显然答案在A和D之间。选A是根据题干中的the majority of brochures来的，原文中提到In 95 per cent of cases, a pany will hire a designer to oversee the layout. but they dont get
16、 a copywriter or someone with the right expertise to produce the text.在95%的情况下公司只注重设计而不注重表述内容，这里的95 per cent of cases可以对应the majority of brochures。get a copywriter or someone with the right expertise to produce the text，找一个有相关技能的广告文字撰稿人来制作文字，也就是A所说的更好的语言和表达。第四段说明了广告手册刚刚诞生时的一些情况。客户更看重的不是企业所存在的时间，而是企业的名声和所干的实事。所以在广告手册的起步阶段，最重要的是企业要拥有一个良好的业绩记录。一旦这些建立起来了，广告手册就可以致力于让客户相信你的产品是市场上最好的。
