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
考研
"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
2013-01-30
30
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 pooper 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 e-vokes 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.
"Sloganeering" stems from a word that was used_____.
选项
A、in the United States
B、in the Ireland
C、on the European continent
D、frequently in revolutionary rhetoric
答案
B
解析
本题的依据句是文中的“It originated from the Gaelic word”,Gaelic是指爱尔兰的盖尔语。因此B项为正确答案。
转载请注明原文地址:https://kaotiyun.com/show/Tmhi777K
0
在职申硕(同等学力)英语
相关试题推荐
Learningdisabilitiesareverycommon.Theyaffectperhaps10percentofallchildren.Fourtimesasmanyboysasgirlshavelea
Manyobserversbelievethatcountrywillremaininastateofchaosifitfailstosolveitschronicfoodshortageproblem.
Doyouforgettoturnoffthelightsandheaterswhenyougooutofaroom?In2040itwillnotmatter.Theywillturnthemselve
Doyouforgettoturnoffthelightsandheaterswhenyougooutofaroom?In2040itwillnotmatter.Theywillturnthemselve
Somepeoplefeelsadaboutglobalizationbecausetheybelieveitwill______ItisimpliedinthepassagethatNikeandCoca-co
Andreaallowedthehitchhikertotakearideinhercar,mainlybecause______Andrealookedinthepassenger’sbagto______
HowmanydollarsdidMissJoanhandtoMr.Greenly?Thephrase"subjecttochangewithoutnotice"suggests______
Althoughinteriordesignhasexistedsincethebeginningofarchitecture,itsdevelopmentintoaspecializedfieldisreallyqui
Man:Ireallydon’tknowwhatthebestwayistohangthisposterwithoutdamagingthewall.Woman:Perhapsyoushouldtrysellot
Michael,anAmericanprofessionalbasketballplayer,isconsideredbymanytobethegreatestplayerinbasketballhistory.The
随机试题
R12制冷剂与R134a制冷剂可使用同种型号的冷冻油。()
中国的根本政治制度是【】
家庭访视的目的不包括
肺动脉瓣狭窄时,超声检查显示以下哪项征象最具诊断价值
《中华人民共和国宪法修正案》第2条、第20条分别对宪法第10条第4款、第3款进行了修改。关于这些修改,下列哪些说法是正确的?
双位控制中,减小被控变量的波动范围,则振荡周期()。
关于餐桌上的礼节不正确的做法有()。
A1993studyshowingthatstudentswhodidreasoningtestswhilelisteningtothe1781SonataforTwoPianosinDbyMozarttend
下列程序完成从文件读取文件显示的同时写入第二个文件,则在程序中划线部分应该出现的语句是______。#include<iostream.h>#include(fstream.h)voidmain(){fstreamfi
College-boundAmericanhighschoolstudentsusuallyhavesomecombinationofparents,teachers,guidancecounselors,orpeersto
最新回复
(
0
)