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
You will hear part of an interview between head of Leo Burnett Entertainment and an interviewer. For each question (23-30), mark
You will hear part of an interview between head of Leo Burnett Entertainment and an interviewer. For each question (23-30), mark
admin
2012-07-12
75
问题
You will hear part of an interview between head of Leo Burnett Entertainment and an interviewer.
For each question (23-30), mark one letter (A, B or C) for the correct answer.
After you have listened once, replay the recording.
Part Three. Questions 23 to 30.
You will hear part of an interview between head of Leo Burnett Entertainment and an interviewer.
For each question 23-30 , mark one letter (A, B or C) for the correct answer.
After you have listened once , replay the recording.
You have forty-five seconds to read through the questions.
[pause]
Now listen, and mark A , B,orC.
[pause]
Woman: What kind of finances can film producers expect by associating with brands?
Man: Right now, companies are willing to pay amounts ranging between $ 120,000 and $ 1,200,000, for placing their brands in films, but it depends on the budget of the film. Big-budget films with big stars can expect more. The size of this advertising is expected to grow nearly 100 percent in the next two to five years as more and more companies get attracted to this kind of advertising.
Woman: What are the advantages of in-film advertising to producers and advertisers?
Man: Advertisers are able to get big stars at a fraction of the costs they would normally shell out for an exclusive tie-up. Films are not subject to surfing, zipping or muting (unlike in TV and other media). Films appeal to emotions and scenes in films catch people off-guard unlike an advertisement, which catches the audience in a cold-evaluating mood. Films transcend geography, class and cultural barriers and catch people in a receptive mood. And films are target-specific.
Woman: How can films and brands connect?
Man: A film-viewer has a short attention span. The best way to deliver the message is to catch the viewer off-guard when his rational defense is down. Appealing to viewers’ emotions is better than appealing to their rational thought. The rational gate examines the advantages, benefits and features, and seeks value for moneys the emotional gate is all about trust, love, identification and belief. Films operate at the emotional level. Placing a product in a film is catching the viewer at an emotional level when he can connect with the brand.
There can be synergies between brands and films. The successful integration of product placement within the film’s storyline has a long history—the first example being the yellow Rajdhoot bike used in Raj Kapoor’s Bobby. Hollywood also leveraged brands such as BMW (Bond movies), Jaguar, Ford, Ray Ban (Tom Cruise in Risky Business and Mission Impossible) , Starbucks coffee, AOL and AT&T.
Man: Song-and-dance sequences invariably feature an ad in the background but most people don’t recall such scenes in detail. What is the advantage of the advertisement then?
Woman: It is true that ads have to be carefully placed in a film and one bad placement can do more damage than 10 good placements. Artistic integrity is crucial for successful brand placements and the operation has to be woven into the script. Sometimes, unreasonable clients demand more footage although research has shown that a two-minute clip can effectively deliver a message in a credible manner. The placement should be woven into the fabric of the film and shouldn’t be contrived and unnatural.
Man: Do such placements result in tangible benefits to the products advertised?
Woman: In the recently placed ad for Castrol engine oil in film Chalte Chalte, the makers of the engine have reported tangibly increased sales of the oil after the film’s release. The product seems to have connected on an emotional level with truck fleet drivers and owners. Ray Ban also benefited by its association with film Men in Black.
[pause]
Now listen to the recording again.
[pause]
That is the end of Part Three. You now have ten minutes to transfer your answers to your Answer Sheet.
[pause]
选项
A、As long as possible.
B、As short as possible.
C、A two-minute clip.
答案
C
解析
听力原文中提到:Sometimes,unreasonable clients demand more footagealthough research has shown that a two-minuteclip can effectively deliver a message in acredible manner,意思是有时,一些客户要求尽可能多的整片,虽然说研究表明两分钟即可传达有效信息。因此,这里答案应为C。
转载请注明原文地址:https://kaotiyun.com/show/SwOd777K
本试题收录于:
BEC高级听力题库BEC商务英语分类
0
BEC高级听力
BEC商务英语
相关试题推荐
A、 B、 C、 A所给出的问题是一个询问办公家具什么时间(When)送到的特殊疑问句。选项(A)的回答todaybetweentwoandthree,明确回答了时间,是符合语境的正确答案。当问句是以特殊疑问词开
A、 B、 C、 D、 A从图片中人们在美术馆欣赏展览的画面可以联想到gallery(museum),people.pic-ture,appreciate.lookat几个单词和词组。(B)选项中paint
Whenisthewoman’sjobinterview?
Whatistherelationshipbetweenthetwospeakers?
A、 B、 C、 D、 C图画显示了人们在地铁站准备搭车的场景,因此正确答案是(C)。(A)中如果忽略gettingdirections就很容易让人混淆;因为人们不是坐着而是站着(standing)等待搭乘
Whatisthepurposeoftheworkshop?
A、 B、 C、 ABecauseusuallystatesareasonthatanswersawhyquestion.Choice(B)confusesthesimilarsoun
Forabouthowlonghasthecompanybeeninbusiness?
Task8EducationalSponsorshipThecompanyyouworkforisconsideringfundingaregionaleducationalprojectfor16-18-year-old
Task1StaffAppraisalSchemeThenewlyappointedHumanResourcesDirectorofthecompanyyouworkforisproposingtointroduce
随机试题
德育计划
患者,男,53岁。晨起吃两个油煎荷包蛋后突发右上腹阵发性绞痛4小时来急诊。胆道疾病手术后,患者饮食要求为
国际贸易中最主要的运输方式是()。
进口传感器在向海关申报时,应使用下列何种报关单()。报关员报关行为不规范而被海关记5分的情形有()。
下列关于商业票据特点的表述中,正确的是()。
设立股份有限公司公开发行股票,应当向国务院证券监督管理机构报送募股申请和下列()文件。
反映股份公司普通股每股市价与普通股每股利润之间比率的指标是()。
五星级饭店应有至少()问(套)可供出租的客房。
人力资源保障部可能正在拟订工资支付统一法规,除了重申“按劳分配”外,还将明确增加“同工同酬”。公众普遍理解是,无论正式工还是劳务派遣工,只要从事相同内容工作、付出等量劳动,就应该获得同级别的工资待遇。这一事件属于()的例子。
A、Shecanusehiscar.B、Shecanborrowsomeoneelse’scar.C、Shemustgethercarfixed.D、Shecan’tborrowhiscar.D
最新回复
(
0
)