Question

We see logos on signs, buildings, television, and even on the clothes we wear. Logos are used to stand for brands (品牌). There are logos such as the Nike "swoosh", the Apple logo and the colorful rings of the Olympic Games. All of these logos are designed to attract our attention. They also help us remember a product or service connected to the logo. However, research performed at the University of California, Los Angeles finds that remembering the details of logos is very difficult. The researchers try to explain this.

Logos are typically designed to be simple and easy to recognize. Yet the frequent exposure (频繁接触) to these logos can actually make our brains overlook the details of logos. It would be challenging to try to remember every single thing that crosses our path. We take in so much information every day that the brain works to notice information that does not need to be stored. It allows the unimportant information to disappear gradually from our memory.

The details of product logos are just the kind of information our brains tell us we do not need. This may be discouraging to logo designers and to companies that use these eye-catching logos. But there are still many business experts who believe in the importance of a recognizable logo.

Even though the brain is likely to pay no attention to unnecessary details, it is also programmed for recognition. When we see logos over and over again, we become familiar (熟悉) with them. This repeated exposure leads our brains to remember the basic idea without all of the details. This general sense of memory has its own benefits. It can make us feel like we really know the product behind the logo. In fact, familiarity with a logo can even make people feel more comfortable about buying or using certain products.

Logos are everywhere we look today. Those people who create logos need to know that people will only remember what they believe is important. A clever design may be interesting, but most people will forget the details.

1.In the first paragraph, the writer mainly ________.

A.introduces some famous brands B.describes the design of some logos

C.shows the popularity of famous brands D.explains the purpose of designing logos

2.The word "overlook" in Paragraph 2 probably means "________".

A.try to remember B.see the importance of C.take no notice of D.fail to understand

3.What can we learn from the passage?

A.Business experts think the details of logos are unnecessary.

B.Our brains can choose which logos to notice and remember.

C.The repeated exposure to a logo can lead people to buy the product.

D.People know more about the products behind logos with more details.

4.Which of the following would be the best title for the passage?

A.What Makes a Good Logo? B.What Can We See in a Logo?

C.Why Is a Good Logo Important? D.Why Should Logos Be Recognizable?

Answer

1.D

2.C

3.C

4.B

【解析】

本文是一篇说明文。主要讲述logo的简单易懂的设计能帮助我们记住与商标相关的产品或服务，但是其详细的细节我们却很容易忽视。

1.细节理解题。根据“All of these logos are designed to attract our attention. They also help us remember a product or service connected to the logo.” 所有这些标志都是为了吸引我们的注意而设计的。它们还能帮助我们记住与商标相关的产品或服务。可知，第一段主要讲的是设计商标的目的，故选D。

2.词义猜测题。根据“We take in so much information every day that the brain works to notice information that does not need to be stored. It allows the unimportant information to disappear gradually from our memory.” 我们每天吸收了如此多的信息，以至于大脑工作来注意那些不需要存储的信息。它让不重要的信息逐渐从我们的记忆中消失。可推断，overlook这里的意思是“忽略”的意思，故答案为C。

3.细节理解题。根据“But there are still many business experts who believe in the importance of a recognizable logo.” 但是仍然有许多商业专家相信一个可识别的标志的重要性，可知A选项“商业专家认为logo的细节是不必要的”的说法是错误的；根据“This repeated exposure leads our brains to remember the basic idea without all of the details.” 这种反复的接触会让我们的大脑记住基本的想法，而不是所有的细节，可知B选项“我们的大脑可以选择注意和记住哪些商标”的说法是错误的；根据“A clever design may be interesting, but most people will forget the details.” 巧妙的设计可能很有趣，但大多数人会忘记细节，可知D选项“人们对商标背后的产品了解得越多，越详细”的说法是错误的，用排除法，故选C。

4.主旨大意题。本文主要讲述logo的简单易懂的设计能帮助我们记住与商标相关的产品或服务，但是其详细的细节我们却很容易忽视，也就是说我们可以从logo里看到什么，故选B。