In 1991, Kentucky Fried Chicken announced that it was officially changing its name to “KFC” as well as updating its packaging and logo(標(biāo)識)with a more modern look. The public relations reason was that health-conscious consumers associated the word “fried” with “unhealthy”, causing some of them to completely avoid the wide variety of “healthy” menu items. The new title and image were designed to attract customers to a restaurant now offering foods branded as “better for you”.

It sounded good, but the real reason behind the shift to KFC had nothing to do with critical consumers. In 1990, the Commonwealth of Kentucky, trapped in debt, took the unusual step of trade marking its name. Therefore, anyone using the word “Kentucky” for business reasons would have to obtain permission and pay licensing fees to the Commonwealth of Kentucky. It was an unusual and brilliant scheme to lighten government debt, but it was also one that alienated (疏遠(yuǎn))one of the most famous companies ever associated with Kentucky. The Kentucky Fried Chicken chain refused as a matter of principle to pay royalties on a name they had been using for four decades. After a year of fruitless talks, Kentucky Fried Chicken changed their name instead, introducing new packaging and products to hide the real reasons behind the change of the name.

Kentucky fried Chicken was not the only one who bravely refused to give in. The name of the most famous horse race in North America, held every year at Churchill Downs, was changed to “The Run for the Roses” for similar reasons.

In November 2006, KFC and the State of Kentucky finally reached a settlement over the use of the trademarked word “Kentucky”, and the restaurant chain announced it would be reusing its former name of “Kentucky Fried Chicken”.

1.The public relations reason for Kentucky Fried Chicken’s updating its packaging and logo was that      .

A．it was losing money

B．most customers didn’t like the old logo

C．it wanted to get involved in other businesses

D．it decided to offer better foods to customers

2.The Commonwealth of Kentucky trademarked its name to       .

A．develop American culture

B．be alienated from the famous companies

C．raise money to pay the government debt

D．make Kentucky known throughout the world

3.The real reason why “Kentucky Fried Chicken” changed its name was related to      .

A．health            B．money            C．package           D．product

4.It can be inferred from the passage that      .

A．KFC is still not allowed to use the name of “Kentucky Fried Chicken”

B．“Kentucky Fried Chicken” changed its name after several years of talks

C．the name “Kentucky Fried Chicken” had only been used for a short time

D．the original name of the horse race “The Run for the Roses” contained the word “Kentucky”

 

【答案】

1.D

2.C

3.B

4.D

【解析】

試題分析：文章介紹了肯德基更名的事情，有公共關(guān)系的原因，也有真正的資金的原因

1.細(xì)節(jié)題:從第一段的句子：The public relations reason was that health-conscious consumers associated the word “fried” with “unhealthy”, causing some of them to completely avoid the wide variety of “healthy” menu items.可知公共關(guān)系的原因是想給顧客提供健康食品。選B

2.細(xì)節(jié)題：從第二段的句子：Therefore, anyone using the word “Kentucky” for business reasons would have to obtain permission and pay licensing fees to the Commonwealth of Kentucky. It was an unusual and brilliant scheme to lighten government debt,可知這么做是為了減少政府的債務(wù)。選C

3.細(xì)節(jié)題：從第二段的句子：The Kentucky Fried Chicken chain refused as a matter of principle to pay royalties on a name they had been using for four decades. After a year of fruitless talks, Kentucky Fried Chicken changed their name instead,可知肯德基改變名字是因為錢的原因。選B

4.細(xì)節(jié)題：從倒數(shù)第二段的句子：The name of the most famous horse race in North America, held every year at Churchill Downs, was changed to “The Run for the Roses” for similar reasons.

可知The Run for the Roses 原來的名字也有“Kentucky”選D

考點：考查新聞報道類短文

點評：文章介紹了肯德基更名的事情，有公共關(guān)系的原因，也有真正的資金的原因，內(nèi)容比較適中，對于考生的能力要求不高，只要認(rèn)真細(xì)致閱讀，不難發(fā)現(xiàn)答案�？梢韵瓤搭}目再讀文章，這樣可以提高閱讀的速度。還要準(zhǔn)確定位考點。特別是推理題，要結(jié)合上下文的暗示做題，掌握方法是關(guān)鍵。

 

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