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  3. Despite the fact that advertisers spend $44 billion on the major television networks and cable TV advertising, a new study shows

Despite the fact that advertisers spend $44 billion on the major television networks and cable TV advertising, a new study shows

admin2023-02-20  6
问题     Despite the fact that advertisers spend $44 billion on the major television networks and cable TV advertising, a new study shows that consumers consider print ads more entertaining and less offensive than television commercials. The study, conducted by Video Storyboard Tests in New York, showed that more consumers considered print ads "artistic" and "enjoyable."
    The 2,000 consumers surveyed blasted TV ads compared to their print counterparts: 34 percent of respondents thought print ads were artistic, compared with 15 percent for television ads; 35 percent thought print ads were enjoyable, compared to 13 percent for television; and, most surprising, 33 percent of consumers felt print ads were entertaining, compared to only 18 percent for TV ads. Much of the artistic impact and positive reaction to print ads comes from the illustrations used. The illustration is primary in creating the mood for a print ad, which ultimately affects consumers’ feelings about the image of a brand.
    While the study’s sponsors were somewhat surprised by the survey results, some industry executives felt that print ads were finally getting the credit they deserve. Richard Kirshenbaum, chair and chief creative officer of Kirshenbaum, Bond & Partners, a New York advertising and public relations firm, is one such believer. In fact, Kirshenbaum says that when he looks to hire a new person for a creative position in his agency, "I always look at the print book first because I think it is harder to come up with a great idea on a single piece of paper."
    But impressed as consumers say they are by the aesthetics (美学) and style of print ads, television executives (as you might expect) dismiss the findings. One network official said, "Nothing will re-place the reach and magnitude of an elaborately produced television spot. TV ads get talked about. Print ads don’t."
Consumers’ feelings about print ads mainly derive from
选项 A、the pictures used
B、their cheapness
C、their positive image
D、their artistic value
答案A
解析 事实细节题。本题题干中的derive from与第2段第2句中的come from近义，所以本题关键在于illustration一词的理解，picture与之近义，因此选项A正确。
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