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n. 功能，函數，職務，重大聚會
vi. 運行
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Passage 1
Amtrak (美國鐵路客運公司）was experfcnting a downswing in in ridership along the lines comprising its rail system. Of major concern to Amtrak and its advertising agency DDB Needham, were the long-distance western routes where ridersHip had been declining significantly.
At one time, trains were the only practical way1 to cross the vast areas 6f the west. Trains were fast，very luxurious, and quite convenient compared to other forms of transportation existing at the time. However, times change and the automobile became Amisrica^s Standard of convenience. Also? air travel had easily established itself as the fastest method of traveling great distances. Therefore，the task for DDB Needham was to encourage consumers to consider other aspects of train travel in order to change their attitudes and increase the likelihood that trains would be considered for travel in the west.
Two portions of the total market were targeted： 1) anxious fliers~those concerned with safety, relaxation，and cleanliness and 2) travel-lovers^those viewing themselves as relaxed, casual，and interested in the travel experience as part of their vacation. The agency then developed a campaigri that focused on travel experiences such as freedom，escape，relaxation, and enjoyment of the great western outdoors. It stressed experiences gained by using the trains and portrayed western train trips as wonderful adventures.
Advertisements showed pictures of the beautiful scenery that could be enjoyed along some of the more famous western routes and emphasized the romantic names of some of these trains (Empire Builder，etc.). These ads were strategically placed among family-oriented TV shows and programs involving nature and America in order to most effectively reach target audiences. Results were impressive. The Empire Builder，which was focused on in one ad. enjoyed a 15 percent increase in profits on its Chicago to Seattle route.
What’s the author’s purpose in writing this passage?
A. To show the inability of trains to compete with planes with respect to speed and convenience.
B. To stress the influence of the automobile on America’s standard of convenience.
C. To emphasize the function of travel agencies in market promotion.
D. To illustrate the important role of persuasive communication in changing consumer attitudes.
| 重點單詞 | 查看全部解釋 | |||
| function | ['fʌŋkʃən] |
想一想再看 |
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| established | [is'tæbliʃt] |
想一想再看 adj. 已被確認的，確定的，建立的，制定的 動詞est |
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| effectively | [i'fektivli] |
想一想再看 adv. 事實上，有效地 |
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| promotion | [prə'məuʃən] |
想一想再看 n. 晉升，促進，提升 |
聯想記憶 | |
| convenience | [kən'vi:njəns] |
想一想再看 n. 適宜，便利，便利設施，方便的時間，舒適 |
聯想記憶 | |
| encourage | [in'kʌridʒ] |
想一想再看 vt. 鼓勵，促進，支持 |
聯想記憶 | |
| convenient | [kən'vi:njənt] |
想一想再看 adj. 方便的，便利的 |
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| impressive | [im'presiv] |
想一想再看 adj. 給人深刻印象的 |
聯想記憶 | |
| scenery | ['si:nəri] |
想一想再看 n. 布景，風景，背景 |
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| route | [ru:t] |
想一想再看 n. 路線，(固定)線路，途徑 |
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