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The rise of multinational corporations, global marketing, new communication

游客2024-10-28  62
问题      The rise of multinational corporations, global marketing, new communications technologies, and shrinking cultural differences have led to an unparalleled increase in global public relations or PR.
     Surprisingly, since modern PR was largely an American invention, the U.S. leadership in public relations is being threatened by PR efforts in other countries. Ten years ago, for example, the world’s top five public relations agencies were American-owned. In 1991, only one was. The British in particular are becoming more sophisticated and creative. A recent survey found that more than half of all British companies include PR as part of their corporate planning activities, compared to about one-third of the U.S. companies. It may not be long before London replaces New York as the capital of PR.
     Why is America lagging behind in the global PR race? First, Americans as a whole tend to be fairly provincial and take more of an interest in local affairs. Knowledge of world geography, for example, has never been strong in this country. Secondly, Americans lag behind their European and Asian counterparts in knowing a second language. Less than 5 percent of Burson-Marshall’s American employees know two languages. Ogilvy and Mather has about the same percentage. Conversely, some European firms have half or more of their employees fluent in a second language. Finally, people involved in PR abroad tend to keep a closer eye on international affairs. In the financial PR area, for instance, most Americans read the
Wall Street Journal. Overseas, their counterparts read the Journal as well as the Financial Times of London and The Economist, publications not often read in this country.
     Perhaps the PR industry might take a lesson from Ted Turner of CNN (Cable News Network). Turner recently announced that the word "foreign" would no longer be used on CNN news broadcasts. According to Turner, global communications have made the nations of the world so interdependent that there is no longer any such thing as foreign. [br] The underlined word "provincial" (Para. 3) most probably means"______".
选项 A、limited in outlook
B、like people from the provinces
C、rigid in thinking
D、interested in world financial affairs
答案 A
解析 这里要求猜测单词provincial的意义。这要根据该词出现的上下文，通过逻辑推理来推断该词的意思。作者在指出“作为一个总体，美国人倾向provincial"后，紧接着又说“(美国人)对地方事务 (local affairs)更感兴趣”，“这个国家(美国)的雇员的地理知识从来就不是那么优秀”，可见provincial应具有与local类似的意思，四个选择项中A “狭小的世界观”最为贴切。而选择项D “对世界金融事务感兴趣的”与以上分析相矛盾。选择项B “像来自乡下的人的”和C “思维古板的”无从推理出来。
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