Reading 2:What's in a name?

Main Idea Questions

100

1. In paragraph 1, what is the primary focus of the discussion?

A. The high cost of travel in ancient times

B. The faster pace of cultural globalization

C. The invention of the Internet

D. The history of international trade

B

• 原文引用： "...the influence of one culture on another is occurring more rapidly than ever before—a trend known as cultural globalization."

100

In paragraph 2, what does the author mainly discuss?

A. Why consumer needs never change

B. The financial risks of online shopping

C. Branding challenges in global markets

D. How to advertise products locally

C

•    原文引用： "However,.....be sensitive to..... This isn't always an easy thing to do. Brand and product names are a particular challenge that companies face when selling in the global marketplace."

100

In paragraph 3, what is the core topic?

A. Practical guidelines for cross-cultural naming

B. The history of Japanese sports drinks

C. Why photography is popular worldwide

D. Rules for translating English words

A 

• 原文引用： "In general, companies can follow simple guidelines when developing brand or product names that work across cultures."

100

 In paragraphs 4 and 5, what is the central theme?

A. The success stories of fashion brands

B. The definition and potential pitfalls of foreign branding

C. How to open a retail chain in the U.K.

D. The cultural importance of clothing

B 

• 原文引用： 第四段介绍策略：“...some companies use a strategy called 'foreign branding.' The basic idea is to choose a name that sounds like it comes from a culture that customers feel positively about.”；第五段说明风险：“Foreign branding doesn't always work out.”

100

In the passage as a whole, what is the overall message conveyed by the author?

A. Foreign branding may fail globally

B. Companies must ignore cultural differences

C. Brand names have little effect on sales

D. Global naming requires careful market and cultural consideration

D 

• 原文引用： “...it’s increasingly important for companies to be sensitive to the needs and feelings of consumers in different cultures” 以及 “...choosing culturally appropriate and globally appealing names is also likely to become more important.”

Detail quesitons

100

According to paragraph 1, why was historical cultural influence limited?

A. People lacked information tools

B. Governments banned all foreign goods

C. Nations were too small in size

D. Long-distance travel was difficult and costly

D 

• 原文引用： “...travel across long distances was difficult, time consuming, and costly.”

100

According to paragraph 3, why was "Kodak" chosen as a brand name?

A. It had a deep spiritual meaning

B. It was easy to pronounce and carried no negative meanings

C. It sounded like an Italian word

D. It was a famous historical term

B

• 原文引用： “The name of the photography and electronics company Kodak, for example, was chosen because it was easy to say and had no negative meanings.”

100

According to paragraph 4, what is the actual background of the fashion company Giordano?

A. It is an Italian clothing store

B. It is a Chinese company with an Italian-sounding name

C. It was founded in the U.K.

D. It originates from Denmark

B

• 原文引用： “For example, Giordano may sound Italian, but this fashion company is from China.”

100

According to paragraph 4, why did Currys use the name Matsui in the 1980s?

A. U.K. shoppers held a high opinion of Japanese electronics

B. The founders were from Japan

C. It was cheaper to register

D. British names were illegal then

A 

• 原文引用： “...and shoppers in the U.K. had a high opinion of electronic goods from Japan.”

100

According to paragraph 5, how quickly did the businesswoman announce an alternative name after choosing "Kimono"?

A. Six weeks

B. Six months

C. Just six days

D. One year

C

• 原文引用： “However, just six days later she announced an alternative name: Skims.”

Writer's Purpose

100

In paragraph 3, why does the author mention Kodak and Pocari Sweat?

A. To prove Japanese drinks are superior

B. To promote photography products

C. To contrast a successful naming choice with a problematic one

D. To argue against using English words

C 

• 原文引用： “The name of the photography and electronics company Kodak, for example, was chosen because it was easy to say and had no negative meanings. In contrast, although the Japanese sports drink Pocari Sweat... its meaning is somewhat negative...”

100

In paragraph 4, why does the author mention that Häagen-Dazs has "no meaning in any language"?

A. To criticize the company's marketing strategy

B. To illustrate how foreign branding creates a desired cultural impression rather than using a real word

C. To prove the founder made a mistake

D. To explain a Danish expression

• B
• 原文引用： “Ice cream brand Häagen-Dazs is supposed to look and sound Danish, but the term has no meaning in any language. The American who founded the company chose the name because he felt customers generally had a good impression of Denmark.” 作者指出 Häagen-Dazs 在任何语言中都没有实际意义，以此佐证“外国品牌策略”的核心在于传递特定的文化印象（如听起来像丹麦语），而不是非得是一个真实存在的词。

100

In paragraph 5, why is Daisaku Kadokawa’s reaction included?

A. To promote tourism in Kyoto

B. To demonstrate official disapproval regarding cultural appropriation

C. To support the fashion brand

D. To suggest new clothing styles

B

• 原文引用： “Daisaku Kadokawa, the mayor of Kyoto, a major Japanese city, even wrote to her to explain that kimonos are not a fashion symbol but are a symbol of the 'beauty, spirit, and values of the Japanese' people.”解析与原文引用： 作者引用京都市长 Daisaku Kadokawa 的信件，是为了展示官方对将传统文化用作商业品牌（文化挪用）的批评与反对态度。

100

In paragraph 5, what is the writer's primary purpose in discussing the "Kimono" brand controversy?

A. To criticize modern fashion trends

B. To ban the use of traditional brands 

C. To warn businesses against cultural insensitivity

D. To support a rival company

C

•    原文引用： “People all over the world criticized the businesswoman for cultural appropriation文化挪用: that is, for trying to profit from something important to another culture.”

100

In paragraph 6, why does the author conclude with a question directed at the reader?

A. To test reader memory

B. To encourage personal reflection on the psychological power of brand names

C. To ask for feedback on the text

D. To introduce a new academic study

B

• 原文引用： “The next time you’re deciding which brand to buy, ask yourself how much brand names might affect your decision.”旨在引发读者对文章主题的现实共鸣与个人反思。

True / False / Not Given Questions

100

According to paragraph 5, Daisaku Kadokawa plans to launch his own international clothing brand in the future.

A. TRUE

B. FALSE

C. NOT GIVEN

C

• 原文引用： “Daisaku Kadokawa, the mayor of Kyoto, a major Japanese city, even wrote to her to explain that kimonos are not a fashion symbol...”解析与原文引用： 原文仅提到京都市长写信解释和表达反对，并未提及他本人未来是否有计划创立国际服装品牌，属于无中生有（Not Given）

100

According to paragraph 5, public backlash caused the businesswoman to abandon her initial brand name.

A. TRUE

B. FALSE

C. NOT GIVEN

A

• 原文引用： “People all over the world criticized the businesswoman for cultural appropriation... However, just six days later she announced an alternative name: Skims.”

100

According to paragraph 4, the founder of Häagen-Dazs originally intended to base his ice cream shop in Denmark.

A. TRUE

B. FALSE

C. NOT GIVEN

C

• 原文引用： “The American who founded the company chose the name because he felt customers generally had a good impression of Denmark.”但通篇未提及他最初是否有将店址设在丹麦的意图，属于文中未提及的信息。

100

According to paragraph 2, choosing a brand name that works globally is considered a significant challenge for businesses.

A. TRUE

B. FALSE

C. NOT GIVEN

A

• 原文引用： “Brand and product names are a particular challenge that companies face when selling in the global marketplace.”

100

According to paragraph 1, in the past, cultural influences between distant nations occurred much faster than they do today.

A. TRUE

B. FALSE

C. NOT GIVEN

B

• 原文引用： “For centuries, this process was limited because travel across long distances was difficult... As a result, the influence of one culture on another is occurring more rapidly than ever before...”