Traditionally, customers may consider more about what they buy the product for. However, the image
of product and the consuming circumstance have become the key points to attract customers"awareness
and stimulate their buying needs. Frequently, customers buy goods just because they are cute, lovely and
unique. With a less emphasis on functional utilities, the experience and imaginative space are placed into
an increasingly important role. The image of product is emphasized, as well as the communication between
products and consumers."Customer behavior, which appears to be focused and directed at the object
and at pleasure, in fact responds to quite different objectives:displaced expression of desire, and the
production of a code of social values through the use of differential signs"(Baudrillard). The reason for
imageoriented customer behavior is probably that customers"lifestyle has been continuously virtualized by
paying much attention to "Virtual Reality". The evidences can be traced from computer games and
Hollywood movies, in which customers"preference for fleeing reality is perfectly matched.
This change requires us to take efforts to enhance product image by integrating style, color, taste,
shape and material, and communicate with customers creatively, imaginatively and innovatively, and enable
them to enjoy the distinctive experience image brings."A need is not a need for a particular object as much
as it is a"need"for difference." (Baudrillard) The typical example is Apple Computer"s IMAC, which has
strong visual impact and outstanding dynamics. By this way, customer relationship can be set up through
image, and brand can be treated as living that can transform people. Other examples commonly used are
Disney Fairyland and Las Vegas, where new experience and imagination are fully demonstrated. In sum,
consumption is negotiation, a neverending conversation held in the languages of advertising, packaging,
branding, fashion, and entertainmet.
More Attention to the Image of Product
Main comparisons Contexts Different aspects 1.________about by people
when they are shopping. In the past, people think more about the 2.________
of the goods.People today are more easily 3.________by the
4.________of product and the buying atmosphere.Different 5.________to promote sales Traditionally, producers may focus more on the
functional utilities of goods. Nowadays, product image should be 6.________and there
should be more effective 7.________ with customers. More details worth noticing The 8.________for imagecentered behaviour Influenced by computer games and Hollywood movies,
people"s 9.________is virtualized. 10.________are given to prove the
importance of imageApple Computer"s IMAC/Disney Fairyland/Las Vegas 任务型阅读 Because six of every ten accidental deaths happen to Chinese children who are playing, Shanghai
Johnson & Johnson Pharmaceutical (SJJP), a US-based pharmaceutical(制药的) giant, is working on
a Safe Kids Program to prevent injuries and deaths.
Since the Safe Kids Worldwide was set up in 1987 by Johnson & Johnson in the US, it has
contributed to a nearly 40 percent decline in the child death rate from accidental injuries there. Learning
from the successful experience, SJJP began the Safe Kids Program in China in 1999.
A recent survey conducted by SJJP and Safe Kids Worldwide China indicates that more than half
of the responding parents didn"t know how to help their children keep safe and that half of the parents
didn"t know about their children"s motor skill development at different ages. The survey covered 3,359
Beijing, Shanghai and Guangzhou"s parents with children between infancy(婴幼年) and 14.
Additionally, more than 40 percent of the parents didn"t know how to help their children to prepare
well for sports activities. For example, they don"t know how to have their children warm up or realize the
importance of a playground-check before sports activities.
To help correct the problems, SJJP and Safe Kids Worldwide China have been translating and
editing safety education materials, sending them to parents free of charge, and delivering free lectures
in kindergartens, schools and communities for the last ten years.
At present, a special team has been set up and traveling around 12 key cities of China to popularize
child sports safety knowledge and offer free training for young parents.
Though SJJP refuses to say how much it has spent on the program, it says the number in terms of
money, staff and technology, is large.
Title: Safe Kids Pr ogramPurpose The program is intended for children"s injuries and deaths (1)____________. Facts (2) ___________ of accidental deaths happen to Chinese children who are playing . The Safe Kids Worldwide was (3)____________by Johnson & Johnson in the US. The child death rate from accidental inj uries has (4)_________ by nearly 40 percent. SJJP began the Safe Kids Program in China in 1999. (5)________ More than half of the parents didn"t know how to help their children keep safe. Half of the parents are not (6)_________of their children"s motor skill development. Over 40% of the parents didn"t know how to help their children to warm up or (7)__________ the playground before sports activities. Solutions Translating and editing safety education materials. Sending materials to parents without asking for (8)____________. Delivering free lectures to schools and communities in the past (9) ____________. Traveling in China to make sports safety knowledge (10)_________among children.