Similarly, personal consultants can build up a public image for politicians and movie stars. Putting out positive news releases, making sure that only the best photographs are published, and ensuring that the person is seen in all the right places can build up a very positive image in the view of the general commons. But once again, history is filled with examples of both politicians and movie stars that fell from grace(体面) like the story of the Hollywood actor giving in to the pressures of fame and fortune. With people, just as with products and services, image is certainly important, but without positive substance behind the image, failure is close.

　　To summarize, it is clear that an appealing image is extremely important to success, whether that image is related to selling a product or service or to the “selling” of a person. But image is only half of the equation. What lies behind that image is every bit as important as the image itself —— the person or product must deliver on that image or there is little chance for long-term success.

　　17.The downfall of the Arthour Andersen accounting firm is due to ________.

　　A. its dishonesty in business

　　B. its previous images

　　C. its bad management

　　D. its poor service

　　18.Why did some famous people fall from grace?

　　A. Their images were not well built up

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