At one time, trains were the only practical way to cross the vast areas of 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 America’s standard of convenience. Also, air travel had easily established itself as the fastest method of travelling 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 campaign 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.
Q: It can be inferred from the passage that the drop in Amtrak ridership was due to the fact that .
A) trains were not suitable for short distance passenger transportation
B) trains were not the fastest and most convenient form of transportation
C) trains were not as fast and convenient as they used to be
D) trains could not compete with planes in terms of luxury and convenience
【题目译文】从文章中可以推断:美国铁路客运公司客流量下降的原因是 。
【答案解析】B。文章前半部分提到,随着时间的推移,汽车成了美国衡量便利的标准,此外飞机也轻而易举地确立了其长途旅行最快捷方式的地位。由此可推断出火车既不如汽车便利,又不如飞机快捷,因而其客流量不断下降。
Exercise 5
While still in its early stages, welfare reform has already been judged a great success in many states—at least in getting people off welfare. It’s estimated that more than 2 million people have left the rolls since 1994.
In the past four years, welfare rolls in Athens County have been cut in half. But 70 percent of the people who left in the past two years took jobs that paid less than $6 an hour. The result: The Athens County poverty rate still remains at more than 30 percent—twice the national average.
