Known for its ready-to-assemble▼ furniture, IKEA takes pride in its minimalist▼ design.
IKEA 以組裝傢俱而聞名，它也以其極簡主義的設計而自豪。
（右鍵可另存）
People in the advertising industry know what is at stake when selling a product. It is understood that marketing techniques are successful when branding and design _(1)_ to capture the consumer's attention in the face of stiff competition. Failure means jeopardizing a whole company's future, so designs must be _(2)_. Graphics and clever positioning of texts must _(3)_ express the point of the product and symbolize the company's values in a small amount of space. That's why minimalism works so well in advertising. After all, less is more. Consider Swedish giant▼ IKEA, the largest furniture retailer in the world. It has long been _(4)_ with simple and clean designs. With over 200 stores in 28 countries and several awards for advertising under its belt, IKEA is fully _(5)_ that it cannot afford to take chances with respect to its branding.
Another thing to consider about IKEA is that it has long stood for _(6)_ "Swedishness" to the world. Names for IKEA products _(7)_ in Swedish, and the colors of the company logo are the same as those of the Swedish flag. The company's values are _(8)_ when it seeks to make high quality design available to everyone at a low cost. When IKEA wanted to introduce to consumers its own brand of Swedish food in 2012, it _(9)_ Stockholm Design Lab, a design agency that has worked with IKEA since 1998. Using photography, clever illustrations, and an overall minimalist aesthetic▼, the agency created a _(10)_ of IKEA food packaging. The design of a particular herring▼ can won the top honor at the 2012 Cannes Gold Lions International Festival of Creativity for the way its pull tab▼ is placed.
(A) associated (B) afterwards (C) manage (D) evident
(E) turned to (F) aware (G) range (H) somehow
(I) remain (J) captivating (K) catered to (L) promoting
- It is understood that marketing techniques are successful when branding and design manage to capture the consumer's attention in the face of stiff competition.
據了解，當品牌與設計在面對激烈的競爭之下還能成功吸引消費者注意，那麼這樣的行銷手法即是成功的。
理由:
a. 本題測試以下固定用法：
manage to V 設法做到……
Randy couldn't manage to save any money even though he had a high income.
儘管高收入，蘭迪還是存不了一點錢。
b. 根據上述用法，(C) 項應為正選。 - Failure means jeopardizing a whole company's future, so designs must be captivating.
失敗即意味著危及整間公司的未來，因此設計一定要吸引人。
理由:
a. 空格前有 be 動詞 be，得知空格應置形容詞或複數名詞以作主詞補語。
b. 選項中符合上述的有 (D) evident（明白的；顯而易見的）、(F) aware （察覺的）及 (J) captivating（吸引人的，迷人的），惟根據語意，(J) 項應為正選。
c. captivating a. 吸引人的，迷人的
衍: captivate vt. 吸引，使著迷
I find this to be a very captivating novel.
我覺得這是一本相當吸引人的小說。
We were all captivated by Mike's stories about his trip to America.
我們全都被麥克美國行的故事給迷住了。 - Graphics and clever positioning of texts must somehow express the point of the product and symbolize the company's values in a small amount of space.
圖像與巧妙的文字擺放必須要能在小小的空間裡設法傳達出產品的重點，並象徵公司的價值。
理由:
a. 空格前有助動詞 must，空格後有原形動詞 express（傳達），得知空格應置副詞以修飾 express。
b. 選項中為副詞的有 (B) afterwards（隨後） 及 (H) somehow （以某種方法），惟根據語意，(H) 項應為正選。
c. somehow adv. 設法，以某種方法；不知怎地
I know the job is difficult, but we'll have to finish it somehow.
我知道這項工作很困難，但我們總得設法完成。 - It has long been associated with simple and clean designs.
該公司長久以來都讓人聯想到簡單與乾淨的設計。
理由:
a. 本題測試以下固定用法：
be associated with... 與……聯想在一起；與……有關聯
associate vt. 使有關聯
Many traffic accidents are associated with drinking alcohol.
許多交通事故都與喝酒有關。
b. 根據上述用法，(A) 項應為正選。 - With over 200 stores in 28 countries and several awards for advertising under its belt, IKEA is fully aware that it cannot afford to take chances with respect to its branding.
IKEA 在全球二十八個國家中擁有兩百多間店，且因其廣告而獲得多項獎項，這間公司十分了解在其品牌設計上，他們承擔不起任何風險。
理由:
a. 本題測試以下固定用法：
be aware that... 明白……
衍: be aware of... 知道∕察覺……
Please be aware that we are not responsible for anything that happens to your car when you park it here.
請注意您的車子停放在此，若有任何問題我們一概不負責。
Are you aware of the smoke coming from the kitchen?
你們有發覺從廚房裡冒出來的煙嗎？
b. 根據上述用法，(F) 項應為正選。 - Another thing to consider about IKEA is that it has long stood for promoting "Swedishness" to the world.
關於 IKEA，可以參考的另一個面向是，該公司長久以來都主張要向全球推廣『瑞典味』。
理由:
a. 空格前有介詞 for，空格後有名詞 "Swedishness"（瑞典味），得知空格應置動名詞形的及物動詞，以作 for 的受詞。
b. 選項中符合上述的僅剩 (L) promoting（宣傳），置入後亦符合語意，故為正選。
c. promote vt. 推廣，促銷
To promote their new business, the employees handed out pens with the address of the website on them.
員工們為了宣傳他們的新事業而分發印有網址的筆。
＊address n. 地址 - Names for IKEA products remain in Swedish, and the colors of the company logo are the same as those of the Swedish flag.
IKEA 的產品名稱保留瑞典語，而公司商標的顏色則與瑞典國旗顏色相同。
理由:
a. 空格前有作主詞的名詞詞組 Names for IKEA products（IKEA 的產品名稱），空格後有介詞 in，得知空格應置不及物動詞。
b. 選項中為不及物動詞的僅剩 (I) remain（保持，依然），置入後亦符合語意，故為正選。
c. remain vi. 依然，保持
注意 remain 表『依然∕保持……』時為不完全不及物動詞，之後可接形容詞或名詞作補語。
After his fiancèe was killed in an accident, David decided to remain single forever.
大衛在他未婚妻意外身亡後決定終身不娶。
＊fiancée n. 未婚妻
fiancé n. 未婚夫 - The company's values are evident when it seeks to make high quality design available to everyone at a low cost.
在這間公司尋求以低廉成本為大眾提供優質設計時，它的價值便顯而易見。
理由:
a. 空格前有 be 動詞 are，空格後有一完整子句，得知空格應置形容詞或複數名詞以作主詞補語。
b. 選項中符合上述的僅剩 (D) evident（明顯的），置入後亦符合語意，故為正選。
c. evident a. 明顯的
衍: It is evident + that 子句 ……是顯而易見的
= It is apparent + that 子句
It is evident that Jacob didn't sleep well last night.
很明顯地，雅各昨晚沒睡好。 - When IKEA wanted to introduce to consumers its own brand of Swedish food in 2012, it turned to Stockholm Design Lab, a design agency that has worked with IKEA since 1998.
當 IKEA 在 2012 年想要向消費者介紹其自有品牌的瑞典食物時，它尋求了斯德哥爾摩設計實驗室的幫助，這是一間自 1998 年來就一直與 IKEA 合作的設計公司。
理由:
a. 空格前有主詞 it（它），空格後有作受詞的名詞詞組 Stockholm Design Lab（斯德哥爾摩設計實驗室），得知空格應置及物動詞或片語動詞。
b. 選項中符合上述的有 (E) turned to （求助於）及 (K) catered to（迎合），惟根據語意，(E) 項應為正選。
c. turn to... 求助於……
Molly always turns to her dad when she really needs help.
莫莉很需要幫忙時總是會向爸爸求援。 - Using photography, clever illustrations, and an overall minimalist aesthetic, the agency created a range of IKEA food packaging.
該設計公司使用相片、巧妙的插圖，以及整體極簡美學，打造了一系列的 IKEA 食物包裝。
理由:
a. 本題測試以下固定用法：
a range of... 一系列……；一連串的……
同: a series of...
Amy went through a range of interviews before being offered the job.
艾咪經過一連串的面試才得到那份工作。
b. 根據上述用法，(G) 項應為正選。
- technique n. 手法，技巧，技術
The artist was highly acclaimed for his painting techniques.
該藝術家的繪畫技巧受到高度讚揚。
＊acclaim vt. 稱讚 - capture vt. 捕捉；逮到
The close election captured the nation's attention.
那膠著的選情引起全國的關切。
The detective captured the criminal by using his wits.
那名警探利用他的機智逮捕了罪犯。
＊wits n. 機智 - stiff a. 艱難的；嚴厲的
Sarah became the new CEO despite stiff competition.
儘管競爭激烈，莎拉還是當上了新任執行長。 - jeopardize vt. 危及；使遭到危險
同: endanger vt.
衍: jeopardy n. 危險
in jeopardy 處於危險之中
The father jeopardized the life of his baby when he left him in the car alone.
那名父親把寶寶獨自留在車內，置他於危險中。
The hikers were in jeopardy when a blinding snowstorm separated them from the path.
當使人看不見的暴風雪使登山者偏離步道時，他們便身陷危險之中。 - graphics n. 圖像（恆用複數）
The realism of modern computer graphics is stunning.
現代電腦製圖的逼真程度令人嘖嘖稱奇。
＊realism n. 寫實性，真實性 - symbolize vt. 象徵
In many cultures, crows symbolize bad luck.
烏鴉在許多文化裡都象徵著厄運。 - retailer n. 零售商；零售店
- photography n. 攝影
Andrew picked up photography after he dropped out of college.
安德魯在大學退學之後便學起了攝影。 - illustration n. 插圖
Books for children are full of beautiful illustrations.
童書裡充滿了美麗的插圖。 - overall a. 整體的，全部的
The volleyball team's overall performance in the game was quite good.
該排球隊在球賽的整體表現相當不錯。
極簡主義 兼具實用與美學
IKEA 以組裝傢俱而聞名，它也以其極簡主義的設計而自豪。
廣告業的人知道販售產品時的勝敗關頭為何。據了解，當品牌與設計在面對激烈的競爭之下還能成功吸引消費者注意，那麼這樣的行銷手法即是成功的。失敗即意味著危及整間公司的未來，因此設計一定要吸引人。圖像與巧妙的文字擺放必須要能在小小的空間裡設法傳達出產品的重點，並象徵公司的價值。這就是為什麼極簡主義在廣告業中相當有用。畢竟，少即是多。來看看全球最大的傢俱零售商 ── 瑞典巨擘 IKEA 宜家家居吧。該公司長久以來都讓人聯想到簡單與乾淨的設計。IKEA 在全球二十八個國家中擁有兩百多間店，且因其廣告而獲得多項獎項，這間公司十分了解在其品牌設計上，他們承擔不起任何風險。
關於 IKEA，可以參考的另一個面向是，該公司長久以來都主張要向全球推廣『瑞典味』。IKEA 的產品名稱保留瑞典語，而公司商標的顏色則與瑞典國旗顏色相同。在這間公司尋求以低廉成本為大眾提供優質設計時，它的價值便顯而易見。當 IKEA 在 2012 年想要向消費者介紹其自有品牌的瑞典食物時，它尋求了斯德哥爾摩設計實驗室的幫助，這是一間自 1998 年來就一直與 IKEA 合作的設計公司。該設計公司使用相片、巧妙的插圖，以及整體極簡美學，打造了一系列的 IKEA 食物包裝。有個特別的鯡魚罐頭設計就因為拉環放置的方式而贏得 2012 年坎城國際創意節金獎。
答案：1. C 2. J 3. H 4. A 5. F 6. L 7. I 8. D 9. E 10. G
引用自常春藤網路書城https://www.ivy.com.tw/index.php
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