WHAT do you do when everyone hates you? That is the problem faced by America's pharmaceutical industry. Despite its successes in treating disease and extending longevity， soaring health-care costs and bumper profits mean that big drug firms are widely viewed as exploitative， and regarded almost as unfavourably as tobacco and oil firms (see chart)。 Last week， at a conference organised by The Economist in Philadelphia， the drug industry was offered some advice from an unlikely source： a tobacco firm. Steven Parrish of Altria， the conglomerate that includes Philip Morris， gave his perspective on how an industry can improve its tarnished public image.

　　Comparing the tobacco and pharmaceutical industries might seem absurd， or even offensive. “Their products kill people. Our products save people's lives，” says Alan Holmer， the head of the Pharmaceutical Research and Manufacturers of America， an industry association. Yet the drug giants currently face an unprecedented onslaught of class-action lawsuits and public scrutiny; industry bosses are being grilled by lawmakers asking who knew what and when. It is all reminiscent of what happened to the tobacco industry in 1994.

　　Mr Parrish advised drug firms to abandon their bunker mentality and engage with their critics. Rather than arguing about the past， he said， it is better to move on， and give people something new to think about. (Philip Morris now acknowledges， for example， that cigarettes are addictive and deadly， and is trying to develop less harmful products.) Not everyone is open to persuasion， so focus on those who are， he said. But changing opinions takes time and demands deeds as well as words： “This is not about spin， this is about change.”

　　The pharmaceutical industry is pursuing a range of initiatives to mollify its critics， Mr Holmer noted in his own speech. But Mr Parrish suggested that speaking with one voice through a trade association might be counter-productive， since it can give the impression that the industry is a monolithic cartel. And too much advertising， he said， can actually antagonise people further.

　　The audience was generally receptive， claims Mr Parrish. This is not the first time he has offered his thoughts on dealing with implacable critics. At a conference at the University of Michigan last year， he offered America's State Department advice on improving America's image in the Middle East. So does his prescription work? There has been a positive shift in attitudes towards tobacco firms， if only a small one. But at least， for once， a tobacco firm is peddling a cure， rather than a disease.

　　GRAPH： Unpopularity contest

　　Economist; 11/27/2004， Vol. 373 Issue 8403， p64-64， 1/3p， 1 graph

　　注(1)：本文選自Economist; 11/27/2004， p64-64， 1/3p， 1 graph;

　　注(2)：本文習題命題模仿對象第1題2004年真題text 4第1題，第2題模仿1994年真題text 3第1題，第3題模仿1996年真題text 3第3題，第4題模仿1997年真題text 3第2題，第5題2004年真題text 4第5題;

　　1. Why is America‘s pharmaceutical industry so unpopular?

　　[A] Because it， like tobacco and oil firms， does harm to people‘s health and environment.

　　[B] Because it fails to cure disease and make people live longer.

　　[C] Because the prices of its products are too high and its profit margin is too wide.

　　[D] Because it exploits its employees.

　　2. Alan Holmer is quoted to illustrate that __________.

　　[A] the comparison between tobacco and pharmaceutical industries might seem ridiculous， or even insulting

　　[B] the pharmaceutical industries agree that they are similar to tobacco industry

　　[C] tobacco products do more harm to people than pharmaceutical products

　　[D] pharmaceutical industries are currently facing lots of problems

　　3. According to the text， Mr. Parrish gives the following suggestions to drug firms except ______.

　　[A] To acknowledge the problems and try to do something to improve their images.

　　[B] Not to react to the public in one voice through the drug association.

　　[C] Not to care about the past.

　　[D] To try to spend time and energy to persuade the majority of the audience who are open to persuasion.

　　4. The word “mollify” (Line 1， Paragraph 4) might mean?

　　[A] placate.

　　[B] enrage.

　　[C] fight.

　　[D] relieve.

　　5. What does the author imply by saying “This is not the first time he has offered his

　　thoughts on dealing with implacable critics.“?

　　[A] Mr. Parrish has offered his advice to other on dealing with tough critics for several times.

　　[B] Mr. Parrish has dealt successfully with other critics himself.

　　[C] Mr. Parrish has given sound advice to drug firms.

　　[D] Mr. Parrish has been of help to others on critical moments.

　　答案：C A C A C

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