Directions: In this part, there are incomplete sentences in the
following passage. For each sentence there are four choices marked A,B, C and D.
Choose the one that best completes the sentence.
What
attracts customers? Obviously the quality of a product does, but visual images
61 a great deal. It is not only the image provided by the
packaging that 62 but the whole corporate 63
of the company. There are now many products and services on the market which
are similar in content 64 produced by different companies.
It is vital, therefore, for a company to 65 itself from its
competitors by having a strong company image which is immediately
66 .
Logos are part of this image. They are
67 which often include a name or initials to identify a company. The
logo establishes a 68 identity for the company, just as
different groups of young people express their identity through hairstyles and
clothes. All groups from all cultures and 69 the ages have
used colors and symbols to show their identity. In different cultures, different
colors 70 different meanings. Some colors may be connected
with coldness in one culture and with 71 in another: some
colors represent 72 in one culture but death in another.
International companies have, 73 , to make sure that their
logos will not be misunderstood or misinterpreted in different
countries.
Many companies have, over the years,
74 their logos to fit in with contemporary design and to present more
powerful images. Company logos can be emotive and can 75
loyalty by 76 the instinct. Some logos
77 an idea of the product, and a case in point is the steering wheel
in the Mercedes logo. Logos are used on letterheads, packaging and
78 as well as on the product itself. They may also appear in
newspapers or on television as part of an advertising 79
.
Companies need to have a strong corporate identity. The
logo helps to promote this image and to fix it in the minds of the
80 . Logos, therefore, need to be original and to have impact and
style.