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
"Sloganeering" did not originate in the 1960s. The term has a rich history. It originated from the Gaelic word slaughgharim, whi
"Sloganeering" did not originate in the 1960s. The term has a rich history. It originated from the Gaelic word slaughgharim, whi
admin
2011-02-26
69
问题
"Sloganeering" did not originate in the 1960s. The term has a rich history. It originated from the Gaelic word slaughgharim, which signified a "host-shout," "war cry," or "gathering word or phrase of one of the old Highland clans; hence the shout or battle cry of soldiers in the field." English-speaking people began using the term by 1704. The term at the time meant "the distinctive note, phrase, or cry of any person or body of persons." Slogans were common throughout the European continent during the middle ages, and they were utilized primarily as "passwords to insure proper recognition of individuals at night or in the confusion of battle." The American revolutionary rhetoric would not have been the same without "the Boston Massacre," "the Boston Tea Party," "the shot heard around the world," and shouts of "no taxation without representation."...
Slogans operate in society as "social symbols" and, as such, their intended or perceived meaning may be difficult to grasp and their impact or stimulation may differ between and among individuals and groups...
Because slogans may operate as "significant symbols" or as key words that have a standard meaning in a group, they serve both expressive and persuasive functions. Harold Lasswell recognized that the influencing of collective attitudes is possible by the manipulation of significant symbols such as slogans. He believed that a verbal symbol might evoke a desired reaction or organize collective attitudes around a symbol, Murray Edelman writes that "to the political scientist patterning or consistency in the context in which specific groups of individuals use symbols is crucial, for only through such patterning do common political meaning and claims arise." Thus, the slogans a group uses to evoke specific responses may provide us with an index for the group’s norm, values, and conceptual rationale for its claims.
Slogans are so pervasive in today’s society that it is easy to underestimate their persuasive power. They have grown in significance because of the medium of television and the advertising industry. Television, in addition to being the major advertising medium, has altered the nature of human interaction. Political images are less personal and shorter. They function as summaries and conclusions rather than bases for public interaction and debate. The style of presentation in television is more emotional, but the content is less complex or ideological. In short, slogans work well on television.
The advertising industry has made a science of sloganeering. Today, communication itself is a problem because we live in an "overcommunicated" society. Advertisers have discovered that it is easier to link product attributes to existing beliefs, ideas, goals, and desires of the consumer rather than to change them. Thus, to say that a cookie tastes "homemade" or is as good as "Mom used to make" does not tell us if the cookie is good or bad, hard or soft, but simply evokes the fond memories of Mother’s baking. Advertisers, then, are more successful if they present a product in a way that capitalizes on established beliefs or expectations of the consumer. Slogans do this well by crystallizing in a few words the key idea or theme one wants to associate with an issue, group, product, or event. "Sloganeering" has become institutionalized as a virtual art form; and an advertising agency may spend months testing and creating the right slogan for a product or a person.
Slogans have a number of attributes that enhance their persuasive potential for social movements. They are unique and readily identifiable with a specific social movement or social movement organization. "Gray Power," for instance, readily identifies the movement for elderly Americans, and "Huelga" (strike in Spanish) identifies the movement to aid Mexican American field workers in the west and southwest.
What is the writer’s main purpose?
选项
A、To explain the history of slogans
B、To explain the persuasiveness of slogans
C、To explain how slogans have changed
D、To explain how slogans are used on television
答案
B
解析
转载请注明原文地址:https://kaotiyun.com/show/4DBO777K
0
考博英语
相关试题推荐
STEPHEN125
Thereviewersuggeststhatoneadvantageofthebookisthat______.ThereviewercannotacceptStuart’sopinionsbecauseStua
A、OfficestaffwilltransfertoanewlocationonJune10.B、Warehouseworkersshouldremoveout-of-datestockbyJune10.C、Cus
Despiteadownturninbothdomesticandforeignsales,profitlevelsexperiencedaslightincrease.
TOURA-110:MORNINGTIJUANATOUR8:30amTO12:30pmADULT:$29CHILD:$15
Lookatthearticlebelowaboutpsychologyinbusinessandthequestions.Foreachquestion(23-28)thatfollows,choosetheco
YeatswasbeginningtouseavocabularyfreshlymintedfromthetreasuryofGaelicliterature,andmanyoftheshorterpoemsin
"Sloganeering"didnotoriginateinthe1960s.Thetermhasarichhistory.ItoriginatedfromtheGaelicwordslaughgharim,whi
"Sloganeering"didnotoriginateinthe1960s.Thetermhasarichhistory.ItoriginatedfromtheGaelicwordslaughgharim,whi
TherepetitionsthatconcernDomhoffA(pertains)largelytorepetitionswithinanindividual’sdreamhistory.ButthereisB(as
随机试题
某企业2005年1月份“预付账款”账户的月初余额为2000元,本月贷方发生额为80000元,月末余额为5000元,本月借方发生额应为______。
调节胰岛素分泌的最主要因素是
[2013年第71题]半径为R的圆管中,横截面上流速分布u=2(1一),其中r表示到圆管轴线的距离,则在r1=0.2R处的黏性切应力与r2=R处的黏性切应力大小之比为()。
【背景资料】某机电工程公司通过投标总承包了一工业项目,主要内容包括:设备基础施工、厂房钢结构制作和吊装、设备安装调试、工业管道安装及试运行等。项目开工前,该机电工程公司按合同约定向建设单位提交了施工进度计划,编制了各项工作逻辑关系及工作时间表(见下表)。
下列关于甲公司融资租人大型生产设备会计处理的表述中,正确的有()。
下列会计事项中,会引起企业所有者权益总额发生变化的是()。
公安工作的基本方针是()。
法律是社会的调整器,但法律的作用是有限的。对此,下列理解错误的是:
解放思想、实事求是的思想路线是建设有中国特色社会主义的首要问题。()
Manypeoplewronglybelievethatwhenpeoplereacholdage,theirfamiliesplacetheminnursinghomes.Theyareleftinthe【C1】
最新回复
(
0
)