Question

“Image is everything.” An entire industry has been built upon the concept that image is everything, but an appealing image isn’t enough when there’s no substance behind it.

First of all, one should consider how important image is in selling products and services. Advertising agencies have raised the art of creating an image to a state of near perfection. But if the product or service doesn’t live up to it, customers will be very dissatisfied. The recent scandal (丑闻) about the Arthur Andersen accounting firm showed that behind that image, it had unfair business practices under the table. Despite the previous positive image, the firm is being accused of criminal actions. Although the image had been nearly perfect, the reality behind the image has led to its downfall.

Similarly, personal consultants(顾问) can build up a very positive public image for politicians and movie stars in the view of the general commons. But once again, history is filled with examples of both that fell from grace (体面) like the story of the Hollywood actor giving in to the pressures of fame and fortune. With people, just as with products and services, image is certainly important, but without positive substance behind it, failure is close.

To conclude, it’s clear that an appealing image is extremely important to success, whether that image is related to selling a product or service or to the “selling” of a person. But image is only half of the equation(等式). What lies behind that image is every bit as important as the image itself — the person or product must live up to that image or there’s little chance for long-term success.

1.The downfall of the Arthur Andersen accounting firm is due to ______.

A. its dishonesty in business

B. its bad management

C. its previous images

D. its poor service

2.Some famous people fall from grace because _____.

A. their images were not well built up

B. they failed to live up to their images

C. they felt much pressure from the public

D. they paid little attention to fame and fortune

3.The structure of the passage is probably .

(A: ArgumentP: PointC: Conclusion)

4.The author might support that______.

A. image is the basis of everything

B. truth and image are equally important

C. truth goes hand in hand with image

D. image holds the key to success

 

Answer 1

1.A

2.B

3.A

4.B

【解析】

试题分析: 本文由“形象就是一切”引出，叙述了在产品和服务的推销以及个人方面形象都是很重要的。通过举例说明好的形象对于成功极其重要，但实际行为同样重要。

1..细节理解题。根据“But the recent scandal (丑闻) showed that behind that image, it cheated in business practices. Despite the previous positive image, the firm is being accused of criminal actions and it will probably not survive as a business unit.”可知这家会计事务所的垮台是由于商业诈骗。故选A。

2.细节理解题。根据“But once again, history is filled with examples of both politicians and movie stars that fell from grace like the story of the Hollywood actor giving in to the pressures of fame and fortune.”可知名人堕落是因为他们辜负了自己的形象。故选B。

3.文章结构题 第一段；引出话题，提出观点；第二段用实例证明为销售产品或服务精心打造的形象，如果名不符实，最终会失败。第三段说明，为捧红某人而精心打造的形象，如果没有本人行为的支持，同样会以失败告终。最后一段总结，点题,故选A项。

4.B 细节理解题。根据最后一段提到What lies behind that image is every bit as important as the image itself — the person or product must live up to that image or there’s little chance for long-term success.可知真相与成功同样重要，故选B项。

考点：社会现象类阅读。