Section A

Directions: For each blank in the following passage there are four words or phrases marked A, B, C and D. Fill in each blank with the word or phrase that best fits the context.

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 originally __41_ __ to impress and even terrify the enemy; other uniforms indicated a distinction in __42_ __ — 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 __43_ __ 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 emerged “__44_ __ clothing”. “The people you employ are your ambassadors (大使),” 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 __45_ __ who is a member of staff, the uniform is emerging as a new channel of marketing communication.

Truly effective marketing through __46_ __ 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 __47_ __ while lighter colour shades suggest approachability. Certain dress style creates a sense of conservatism (守旧), while others a sense of __48_ __ 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 __49_ __, 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 __50_ __. According to Company Clothing magazine, there are 1000 companies supplying the workwear and corporate clothing market. Of these, 22 __51_ __ for 85% of total sales — £380 million in 1994.

A successful uniform needs to __52_ __ two key sets of needs. On the one hand, no uniform will work if staff feel uncomfortable or ugly. On the other hand, it is __53_ __ 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 impressions count. Customers will assess the way staff look in just a few seconds, and that few seconds will __54_ __ their attitudes from then on. Those few seconds can be so important that big companies are prepared to __55_ __ years, and millions of pounds, getting them right.

【语篇导读】本文是一篇说明文。作者讲述了制服的发展。