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
2013-01-15
29
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 primly 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.
Television ______.
选项
A、has distorted the purpose of slogans
B、has kept consistent the nature of human interaction
C、has made political images personal and shorter
D、utilizes slogans well
答案
D
解析
本题的依据句是第四段的总结语“slogans work well on television”,从中可知D项为正确答案。
转载请注明原文地址:https://kaotiyun.com/show/Gb2O777K
0
考博英语
相关试题推荐
Givenarelatively______sentenceof18years(othersweregivensuspendeddeathsentences),Chenwaslaterreleasedfromjail
Concernedpeoplewantto______theriskofdevelopingcancer.
Genetherapyandgene-baseddrugsaretwowayswecouldbenefitfromourgrowingmasteryofgeneticscience.Buttherewillbeo
Afteryuppiesanddinkies,anewcreaturefromadlandstalkstheblock.TheNYLON,anacronymlinkingNewYorkandLondon,isa
Ifitwereonlynecessarytodecidewhethertoteachelementarysciencetoeverycneonamassbasisortofindthegiftedfewa
AWorldWithoutBooksOrMusicIfbookshadneverbeendiscovered,manwouldhavefoundsomeotherwayofrecordinghiscomm
Therehasbeenalotofhand-wringingoverthedeathofElizabethSteinberg.Withoutblaminganyoneinparticular,neighbors,fr
Artificialintelligencedealspartlywiththe______betweenthecomputerandthehumanbrain.
Customerexperienceistheinternalandsubjectiveresponsecustomershavetoanydirectorindirectcontactwithacompany.71
Peoplewhoquestionorevenlookdownonthestudyofthepastanditsworksusuallyassumethatthepastisentirelydifferent
随机试题
我国国家基本药物调整的周期一般为
鉴别流脑和乙脑最有意义的是( )。
某电信工程公司在某地承接了40km架空光缆线路工程,线路主要沿三级公路架设,中间穿越一条铁路。承包方式为包工不包料,计划工期为40天。合同签订后,项目部纽织相关技术人员编制了施工组织设计,主要内容包括:工程概况,详细的施工方案,工程进度目标及施工进度计划,
保险公司需要办理再保险分出业务的,可以自主选择保险公司办理。( )
某便利店有3种商品临时发生缺货,理货员向配送中心发送了一份补货订单,如果配送中心这3种商品的服务水平都是0.9,那么该便利店补货全部得以满足的概率是()。
2004年2月,我国的()被联合国教科文组织评为“世界地质公园”。
下述范畴中,属于道德评价的是()。
以下关于平均失业持续期表述错误的是()。
创新、协调、绿色、开放、共享的发展理念,相互贯通、相互促进,是具有内在联系的集合体。其内在联系是()
数字签名通常采用(1)对消息摘要进行加密,接收方采用(2)来验证签名。(2)
最新回复
(
0
)