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　　Passage 3

　　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 is 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 misunderstood or misinterpreted in different countries.

　　Many companies have, over the years, renewed their logos to fit in with contemporary design and to present more powerful images. Company logos can be emotive and can inspire loyalty by influencing the subconscious. Some logos incorporate an idea of the product; the steering wheel in the Mercedes logo, for example, and the airplane tail of Alitalia.

　　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 in the minds of the consumers. Logos, therefore, need to be original and to have impact and style.

　　11. According to the passage, what can attract customer’s eyes? ( )

　　A. Quality of the product

　　B. The corporate identity

　　C. Packaging images

　　D. All of above

　　【答案】D。定位第一段 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. 很明显，产品的质量是很重要的，但是视觉形象也很重要。

　　重要的不仅是包装所提供的形象，还有公司的整个企业形象。可知 ABC 都包含。故本题正确答案选 D。

　　12. You probably find a logo of a big company ( ).

　　A. In the social media platform.

　　B. On the letterheads and packages.

　　C. Advertisements on TV.

　　D. All of above.

　　【答案】D。定位倒数第二段 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. 商标不仅用在产品本身上，也用在信头、包装和宣传册上。它们也可能作为广告活动的一部分出现在报纸或电视上，所以 ABC 都有提及。A 项：在社交媒体平台上;B 项：在信头和包装上;C 项：电视广告。故本题正确答案选 D。

　　13. he steering wheel in the Mercedes logo and the airplane tail of Alitalia are ( ).

　　A. the examples of giving people idea of the products by using the images

　　B. the examples of logos which are emotive and can inspire loyalty

　　C. the examples of logos which fit in with contemporary design

　　D. None of above

　　【答案】D。题干问奔驰商标上的方向盘和意大利航空公司的飞机尾部是…定位倒数第三段 Some logos incorporate an idea of the product; the steering wheel in the Mercedes logo, for example, and the airplane tail of Alitalia 有些商标融合了产品的理念，例如，奔驰商标上的方向盘和意大利航空公司的飞机尾部，可知主要是融合产品。A 项：使用图片让人们了解产品的例子;B 项：商标的例子是感性的，可以激发忠诚;C 项：符合当代设计的标志的例子;D 项：以上皆非。ABC 都没有体现融合，BC 是段首的表述，非重点。故本题正确答案选 D。

　　14. The passage supplies information that would answer which of the following question?( )

　　A. What attracts customers?

　　B. What’s in the image?

　　C. What’s in a logo?

　　D. None of above

　　【答案】C。通读全文可知，文章的主体词是 logo，主要在讲公司 logo 的重要性。排除AB，没有围绕 logo 写。C 项是 Logo 里有什么，也就是 logo 的重要性，故本题正确答案选C。

　　15. ( ) are used to show the ( ) of the company.

　　A. hair style and clothes; image

　　B. hair style and clothes; corporate identity

　　C. colors and symbols; culture and identity

　　D. colors and symbols; taste and mission

　　【答案】C。定位第三段 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. 就像不同群体的年轻人通过发型和服装来表达他们的身份一样。来自不同文化和时代的所有群体都使用颜色和符号来表明他们的身份。可知 AB 第二个空应该是 identity，排除;D 项口味和任务无中生有。故本题正确答案选 C。

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