首页
外语
计算机
考研
公务员
职业资格
财经
工程
司法
医学
专升本
自考
实用职业技能
登录
外语
During the early stages of the Industrial Revolution, advertising was a relatively straightforward means of announcement and com
During the early stages of the Industrial Revolution, advertising was a relatively straightforward means of announcement and com
admin
2010-03-25
60
问题
During the early stages of the Industrial Revolution, advertising was a relatively straightforward means of announcement and communication and was used mainly to promote novelties and fringe products. But when factory production got into full swing and new products, e.g. processed foods, came onto the market, national advertising campaigns and brand-naming of products became necessary. Before large-scale factory production, the typical manufacturing unit had been small and adaptable and the task of distributing and selling goods had largely been undertaken by wholesalers. The small non specialised factory which did not rely on massive investment in machinery had been flexible enough to adapt its production according to changes in public demands.
But the economic depression which lasted from 1873 to 1894 marked a turning point between the old method of industrial organisation and distribution and the new. From the beginning of the nineteenth century until the 1870s, production had steadily expanded and there had been a corresponding growth in retail outlets. But the depression brought on a crisis of over-production and under-consumption -- manufacture goods piled up unsold and prices and profits fell. Towards the end of the century many of the small industrial firms realised that they would be in a better position to weather economic depressions and slumps if they combined with other small businesses and widened the range of goods they produced so that all their eggs were not in one basket. They also realised that they would have to take steps to ensure that once their goods had been produced there was a market for them. This period ushered in the first phase of what economists now call "monopoly capitalism", which, roughly speaking, refers to the control of the market by a small number of giant, conglomerate enterprises. Whereas previously competitive trading had been conducted by small rival firms, after the depression the larger manufacturing units, and combines relied more and more on mass advertising to promote their new range of products.
A good example of the changes that occurred in manufacture and distribution at the turn of the century can be found in the soap trade. From about the 1850s the market had been flooded with anonymous bars of soap, produced by hundreds of small manufacturers and distributed by wholesalers and door-to-door sellers. Competition grew steadily throughout the latter half of the century and eventually the leading companies embarked on more aggressive selling methods in order to take customers away from their rivals. For instance, the future Lord Leverhulme decided to "brand" his soap by selling it in distinctive packages in order to facilitate recognition and encourage customer loyalty.
Lord Leverhulme was one of the first industrialists to realise that advertisements should contain "logical and considered" arguments as well as eye-catching and witty slogans. Many advertisers followed his lead and started to include "reason-why" copy in their ads. For example, one contemporary Pears soap ad went into great detail about how the product could enhance marital bliss by cutting down the time the wife had to spend with her arms in a bowl of frothy suds. And an ad for Cadbury’s cocoa not only proclaimed its purity but also detailed other benefits.. "for the infant it is a delight and a support; for the young girl, a source of healthy vigour; for the young miss in her teens a valuable aid to development ..." and so on. As the writer E.S. Turner rightly points out, the advertising of this period had reached the "stage of persuasion as distinct from proclamation or iteration". Indeed advertise or bust seemed to be the rule of the day as bigger and more expensive campaigns were mounted and smaller firms who did not, or could not, advertise, were squeezed or bought out by the larger companies.
In addition to distinctive packaging, contemporary products should also
选项
A、draw customers’ attention to their benefits.
B、make customers aware of their attractiveness.
C、display details of the main ingredients.
D、focus on proclamation and iteration.
答案
A
解析
最后一段后半部分主要给出了一些例子,说明一种新的广告方式,即include“reason-why”copy in their ads。Pears Soap和Cadbury都在广告中告诉用户使用他们的产品会带来什么样的好处。当然,不同的产品有不同的好处,B的内容只是个具体例子,而不是总体目的。C和D的内容未出现在上下文中。
转载请注明原文地址:https://kaotiyun.com/show/3EqO777K
0
专业英语八级
相关试题推荐
A、In1620.B、In1621.C、In1789.D、DuringLincoln’stime.C
Becauseofsatellitelinkswhichnowenablebroadcastnewsorganizationstooriginateliveprogrammingfromanypartoftheglob
Scienceisadominantthemeinourculture.Sinceittouchesalmosteveryfacetofourlife,educatedpeople,needatleastsome
Feministsociolinguists,overthecourseofthelastfewdecades,haveconductedstudiesthattheybelievesupporttheconclusio
Feministsociolinguists,overthecourseofthelastfewdecades,haveconductedstudiesthattheybelievesupporttheconclusio
Theteachingsequenceisintendedtohelplearners(1)inwritingshortanswers.Itconsistsofthreestages:(2),thepractice
Yetthedifferenceintoneandlanguagemuststrikeus,sosoonasitisphilosophythatspeaks:thatchangeshouldremindusth
Insomecountrieswhereracialprejudiceisacute,violencehassocometobetakenforgrantedasameansofsolvingdifference
Iamoneofthemanycitypeoplewhoarealwayssayingthatgiventhechoicewewouldprefertoliveinthecountryawayfromth
A、Theeffectoftheatmosphereonrainfall.B、HowconditionsonEarthsupportlife.C、HowwateroriginatedonEarth.D、Anewest
随机试题
甲公司向乙公司签发了一张银行承兑汇票,银行进行了承兑,甲公司与乙公司约定乙公司的货物交付给甲公司后,乙公司才能提示付款,乙公司将汇票背书转让给丙公司,丙公司将汇票背书转让给丁公司,丁公司向银行提示付款时,银行告知丁公司,乙公司未向甲公司交付货物,甲公司指示
萃取是一种简单、快速、应用范围广的分析方法。()
下列不属于高渗性失水的原因是
合伙企业存续期间,合伙人向合伙人以外的人转让其在合伙企业中的财产时,应当符合( )。
具有延缓衰老作用的维生素是()。
马克思主义哲学认为,国家()。
一、注意事项1.申论考试是对考生阅读能力、综合分析能力、提出和解决问题能力以及文字表达能力的测试。2.仔细阅读给定资料,按照后面提出的“作答要求”作答。二、给定资料1.随着移动通信技术的发展和3G,无线网络的普及,原本专属个人
政府对消费者增加征收所得税可能产生的结果有()。
Theytookthehorsetothemarketto______.Whotoldthefarmertolethissonrideonthehorse?
A、Heforgottoreadtherequirements.B、Heforgottocopyonedocumentrequired.C、Heforgottocarrythedocumentrequired.D、H
最新回复
(
0
)