论文部分内容阅读
你知道耐克公司和乔丹的关系吗？你想了解飞人乔丹鞋吗？请阅读下面的文章：
Nike andMichaelJordan
■王希萍
Nike is one of the world’s best-known shoe and apparel（饰物） companies with annual revenues （税收） more than $1 billion. It markets running shoes, walking shoes, basketball shoes, jogging suits, and many other related products. Yet, despite its success, Nike（ like many of its competitors） relies heavily on celebrity（名声，名人） endorsements（认可） to stimulate consumer sales.
And over the past few years, Nike has capitalized on one of the best celebrity endorsements in sports history: Michael Jordan for Air Jordan basketball shoes and clothing. In the first two years on the market, Nike sold two million pairs of Air Jordan; and sales from the shoes and clothing reached $100 million. Michael Jordan’s fee? $2.5 million over five years, a royalty on all items sold, and number of fringe benefits（福利）.
Nike’s promotion efforts for Air Jordan have been impressive. It decided to hire Michael Jordan after he starred for and co-captained the gold-medal winning 1984 US Olympic basketball team. He has since become an exciting popular player in the National Basketball Association. The name Air Jordan was gained from the shoe’s air-sole and Michael Jordan’s name. The original shoe was a high-top black and red model, designed to be functional, and fashionable. Magazine and television commercials, for which Nike has invested $5 million, have shown Jordan leaping, blocking shots, and “slam dunking（扣篮）”. Enormous billboards of him in action also have appeared in major cities. Mc Donald’s and coke commercials featuring Jordan have enhanced his public stature. Nike received early publicity when the Chicago Bulls（his basketball team） refused to let Jordan wear the red and black shoes, since they didn’t match the team’s colors. After getting hardness everywhere, Nike supplied Jordan with shoes in the Bull’s colors, and took out ads teasing（取笑） the National Basketball Association.
1. The passage mainly intends to tell us that______.
A. Nike is a success
B. Michael Jordan is a famous basketball player
C. Nike is model companies
D. Firms can make use of famous people to promote sales
2. The underlined phrase “capitalized on” in the second paragraph means ______.
A. got loans from B. invested money in
C. got capital from D. made use of
3. It can be known from this passage that ______.
A. Michael Jordan made a great contribution to American basketball in 1984
B. the name Air Jordan comes from Michael Jordan’s name
C. the name Air Jordan comes from the shoe’s name
D. Nike designed the shoes for pilots
4. In some major cities, there are advertisements that feature Jordan _______.
A. drinking wine
B. playing basketball
C. drinking coke and coffee
D. playing with children
5. It can be concluded from this passage that ______.
A. both Jordan and Nike benefited from advertising
B. Nike could not have survived without Jordan
C. the American National Basketball Association also depends heavily on Jordan
D. the Chicago Bulls hated Jordan because he did not wear shoes in the Bull’s colors.
【答案解析】
1． D根据文章第一段最后一句话“耐克公司利用名人的认可来刺激销售额”可知此题答案是D。
2. D根据划线短语所在句子的含义推测“在过去的几年，耐克公司利用体育史上最著名的名人的认可” A. 从……获得贷款， B. 把钱投资在……， C. 从……获得资金, D. 利用 , 因此答案是D。
3. A根据文章第三段第一句话“在乔丹担任美国篮球队队长，由于出色表现美国篮球队在1984年获得奥运会金牌之后，耐克公司决定雇佣乔丹”，可推测出“乔丹在1984年为美国篮球作出了巨大贡献。
4． B根据文章第三段中间“Magazine and television commercials, for which Nike has invested $5 million, have shown Jordan leaping, blocking shots, and “slam dunking （扣篮）.” Enormous billboards of him in action also have appeared in major cities.”可知在主要的大城市，有一些乔丹在打篮球的特写的广告，因此答案是B。
5. A根据文章第二段 “In the first two years on the market， Nike sold two million pairs of Air Jordan; and sales from the shoes and clothing reached $100 million. Michael Jordan’s fee? $2.5 million over five years, a royalty on all items sold, and number of fringe benefits（福利）.” 可知，乔丹和耐克公司都从广告中获益。
【作者单位：山东省青州一中】
责任编辑：李君
Nike andMichaelJordan
■王希萍
Nike is one of the world’s best-known shoe and apparel（饰物） companies with annual revenues （税收） more than $1 billion. It markets running shoes, walking shoes, basketball shoes, jogging suits, and many other related products. Yet, despite its success, Nike（ like many of its competitors） relies heavily on celebrity（名声，名人） endorsements（认可） to stimulate consumer sales.
And over the past few years, Nike has capitalized on one of the best celebrity endorsements in sports history: Michael Jordan for Air Jordan basketball shoes and clothing. In the first two years on the market, Nike sold two million pairs of Air Jordan; and sales from the shoes and clothing reached $100 million. Michael Jordan’s fee? $2.5 million over five years, a royalty on all items sold, and number of fringe benefits（福利）.
Nike’s promotion efforts for Air Jordan have been impressive. It decided to hire Michael Jordan after he starred for and co-captained the gold-medal winning 1984 US Olympic basketball team. He has since become an exciting popular player in the National Basketball Association. The name Air Jordan was gained from the shoe’s air-sole and Michael Jordan’s name. The original shoe was a high-top black and red model, designed to be functional, and fashionable. Magazine and television commercials, for which Nike has invested $5 million, have shown Jordan leaping, blocking shots, and “slam dunking（扣篮）”. Enormous billboards of him in action also have appeared in major cities. Mc Donald’s and coke commercials featuring Jordan have enhanced his public stature. Nike received early publicity when the Chicago Bulls（his basketball team） refused to let Jordan wear the red and black shoes, since they didn’t match the team’s colors. After getting hardness everywhere, Nike supplied Jordan with shoes in the Bull’s colors, and took out ads teasing（取笑） the National Basketball Association.
1. The passage mainly intends to tell us that______.
A. Nike is a success
B. Michael Jordan is a famous basketball player
C. Nike is model companies
D. Firms can make use of famous people to promote sales
2. The underlined phrase “capitalized on” in the second paragraph means ______.
A. got loans from B. invested money in
C. got capital from D. made use of
3. It can be known from this passage that ______.
A. Michael Jordan made a great contribution to American basketball in 1984
B. the name Air Jordan comes from Michael Jordan’s name
C. the name Air Jordan comes from the shoe’s name
D. Nike designed the shoes for pilots
4. In some major cities, there are advertisements that feature Jordan _______.
A. drinking wine
B. playing basketball
C. drinking coke and coffee
D. playing with children
5. It can be concluded from this passage that ______.
A. both Jordan and Nike benefited from advertising
B. Nike could not have survived without Jordan
C. the American National Basketball Association also depends heavily on Jordan
D. the Chicago Bulls hated Jordan because he did not wear shoes in the Bull’s colors.
【答案解析】
1． D根据文章第一段最后一句话“耐克公司利用名人的认可来刺激销售额”可知此题答案是D。
2. D根据划线短语所在句子的含义推测“在过去的几年，耐克公司利用体育史上最著名的名人的认可” A. 从……获得贷款， B. 把钱投资在……， C. 从……获得资金, D. 利用 , 因此答案是D。
3. A根据文章第三段第一句话“在乔丹担任美国篮球队队长，由于出色表现美国篮球队在1984年获得奥运会金牌之后，耐克公司决定雇佣乔丹”，可推测出“乔丹在1984年为美国篮球作出了巨大贡献。
4． B根据文章第三段中间“Magazine and television commercials, for which Nike has invested $5 million, have shown Jordan leaping, blocking shots, and “slam dunking （扣篮）.” Enormous billboards of him in action also have appeared in major cities.”可知在主要的大城市，有一些乔丹在打篮球的特写的广告，因此答案是B。
5. A根据文章第二段 “In the first two years on the market， Nike sold two million pairs of Air Jordan; and sales from the shoes and clothing reached $100 million. Michael Jordan’s fee? $2.5 million over five years, a royalty on all items sold, and number of fringe benefits（福利）.” 可知，乔丹和耐克公司都从广告中获益。
【作者单位：山东省青州一中】
责任编辑：李君