9 . Traditionally uniforms were manufactured to protect the worker. When they were first designed, it is also likely that all uniforms made symbolic sense---those for the military, for example, were at first_________to terrify the enemy; other uniforms indicated a distinction in ___________---chefs wore white because they worked with flour, but the main chef wore a black hat to show he inspected and supervised.
The last 30 years, however, have seen an increasing__________on their role in mirroring the image of an organization and in uniting the workforce, particularly in “customer facing” industries. From uniforms and workwear has appeared “___________clothing”. “The people you employ are your ambassadors，” says Peter Griffin, managing director of a major retailer in the UK.
“What they say, how they look, and how they behave is of vital importance.” From being a simple means of _______ who is a member of staff, the uniform is emerging as a new channel of marketing communication.
Truly effective marketing through___________images such as uniforms is a subtle art, however. How we look sends all sorts of powerful messages to other people. Dark colours give a sense of _________while lighter colour shades suggest people are approachable. Certain dress style creates a sense of conservatism(守旧)，while others a sense of _________to new ideas. If the company is selling quality, then it must have quality uniforms. If it is selling style, its uniforms must be stylish. If it wants to appear_________, everybody can’t look exactly the same.
But turning corporate philosophies into the right combination of colour, style, degree of branding and uniformity is not always _________. According to Company Clothing magazine, there are 1,000 companies supplying the workwear and corporate clothing market. Of these, 22 ________ for 85% of the total sales---￡380 million in 1994.
A successful uniform needs to _________two key sets of needs. On one hand, no uniform will work if staff feel uncomfortable or ugly. On the other hand, it is ________if the look doesn’t express the business’s marketing strategy. The greatest challenge in this respect is time. When it comes to human awareness, first impression counts. Customers will assess the way staff look in just a few seconds, and that few seconds will_________their attitudes from then on. Those few seconds can be so important that big companies are prepared to ________years, and millions of pounds, getting them right.
1. | A．intended | B．pretended | C．extended | D．attended |
2. | A．age | B．gender | C．education | D．status |
3. | A．preference | B．argument | C．interest | D．emphasis |
4. | A．educational | B．political | C．corporate | D．academic |
5. | A．checking | B．identifying | C．operating | D．introducing |
6. | A．studio | B．audio | C．visual | D．factual |
7. | A．clarity | B．authority | C．responsibility | D．possibility |
8. | A．kindness | B．safeness | C．quickness | D．openness |
9. | A．ambitious | B．serious | C．creative | D．similar |
10. | A．easy | B．wrong | C．difficult | D．tough |
11. | A．exchange | B．call | C．stand | D．account |
12. | A．establish | B．balance | C．neglect | D．quit |
13. | A．pointless | B．important | C．useful | D．careless |
14. | A．keep | B．shape | C．draw | D．value |
15. | A．develop | B．take | C．cost | D．spend |
