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  3. Some companies are more creative in their use of history than others．HSBC’s History Wall，a striking art installation at the bank

Some companies are more creative in their use of history than others．HSBC’s History Wall，a striking art installation at the bank

admin2020-02-28  59
问题      Some companies are more creative in their use of history than others．HSBC’s History Wall，a striking art installation at the bank’s London headquarters，is made up of 3，743 images drawn from the bank’s archives and arranged in chronological order．
    Even this is dwarfed by Coca Cola，the American classics．In May，Coca Cola opened a new corporate museum in Atlanta，which is expected to pull in more than 1 million visitors annually．Attractions include the first Coke cans to go into space，a functioning botting line and a tasting lounge．
  The benefits of knowing your corporate history can be very practical．Companies often use their history as inspiration for new products．Disney constantly mines its archives of old films．Carmakers have overhauled old designs for the modern era：Volkswagen’s New Beetle is an obvious example．
  But the bigger payoff tends to be less tangible——that of forging stronger bonds with customers and employees．Age can by itself confer a sense of trustworthiness，brewers and banks are fond of flaunting(炫耀)their deep roots．Jim Gilmore，co-author of “Authenticity”，argues that history is also vital in giving companies a genuine sense of personality．Ritz-Carlton’s use of cobalt-blue glasses in its hotel dining rooms can be traced back to Boston in the 1920s，for example，where window glass that had been imported from Europe and turned blue in the New England air was a symbol of wealth．Rather than commissioning dusty biographies to mark anniversaries，Mr．Gilmore believes that firms should search the archives for inspiring stories of this kind．
    Younger companies can use history，too．Before giving up their old jobs，the founders of Innocent，a British drinks firm formed in 1998，sold an initial batch of smoothies from a market stall in London．They asked customers to put their empty bottles into one of two labeled bins to indicate whether they should focus on their new venture or stick to their day jobs．The rest，as they say，is history．The firm now uses the story to illustrate its folksy image．
Which of the following can be inferred from the passage?
选项 A、Activities did by HSBC are better than those of Coca-cola．
B、New designs inspired by old products are not good．
C、Young companies do better than old companies in using history．
D、Consumers often trust old-aged companies’more．
答案D
解析 推断题。A项“HSBC举办的活动比可口可乐举办的好”，根据文章第二段第一句Even this is dwarfed by Coca Cola，the American classics．可知，A项表述与原文相反，故错误。B项“受旧产品启发的新设计并不好”，根据文章第三段The benefits 0f knowing your corporate history can be very practical．Companies often use their history as inspiration for new products．可知，了解企业的历史会带来实际的好处，接着讲公司能受历史启发，开发新产品。B项与原文表述相反，故错误。C项“年轻的企业比历史悠久的企业更加擅长利用历史”，根据原文第五段Younger companies can use history，too．可知，不管是年轻的公司还是历史悠久的公司都能利用历史，没有谁更擅长的说法，原文并没有进行比较，故错误。D项“消费者往往更相信历史悠久的企业”，根据原文第四段．Age can by itself confer a sense of trustworthiness，brewers and banks are fond of flaunting(炫耀)their deep roots．可知，年龄本身可以赋予一种可信赖感，酿酒商和银行喜欢炫耀他们的悠久历史。由此可推断出，D项正确。故本题选D。
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