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
Ads are everywhere. They are on our trains, they are on our planes, they are wrapped around our automobiles. They are even on th
Ads are everywhere. They are on our trains, they are on our planes, they are wrapped around our automobiles. They are even on th
admin
2018-01-01
30
问题
Ads are everywhere. They are on our trains, they are on our planes, they are wrapped around our automobiles. They are even on the homeless. Yes, really; homeless people have been used as media space by marketers thinking outside the box; charmingly, it’s called "bumvertising". Still, despite the constant creep of commercialism there is one final frontier that has, as yet, remained blissfully ad-free: the graveyard.
This isn’t to say that death doesn’t sell. On the contrary, posthumous fame is often the most lucrative. In Mark Twain’s play Is He Dead?, an artist fakes his death to increase the value of his work. As one of the characters explains: "A painter has so much more talent when he’s dead. Indeed, the deader he is, the better he is." However, death normally doesn’t sell consumer brands. Nobody wants to see ads for burgers at a crematorium. Or be reminded that the unstoppable march of time means we are all going to die. Death is not aspirational and exploiting loss for money is inappropriate.
Well, perhaps it’s not quite clear to everyone that it is. Last week, McDonald’s got a lot of grief for a TV advert that seemingly exploited bereaved children to flog fish sandwiches. More than 150 people complained to the Advertising Standards Authority about the dead dad ad and it has now been pulled with the usual PR fauxpology. "We respect our customers and their money very much and regret implying that a fried fish fillet could replace a father’s love etc etc."
McDonald’s execs can take some solace in the fact that they aren’t the only marketing minds to have inexplicably decided that invoking family tragedy would be a winning strategy. In 2015 Nationwide aired an ad featuring a drowned child during the Super Bowl. The camera cuts abruptly away to an ominously overflowing bath before reminding you that Nationwide can "make safe happen". And, hey, if safe doesn’t happen then at least you’ll get some life insurance money. Now, to be clear, I don’t think that the McDonald’s or Nationwide ads were made by Machiavellian monsters, cynically mining pain for profit. They were just bad ads created by an industry so high on its own puffery that it truly believes fast food brands have important things to say about bereavement.
Nevertheless, there does appear to be a growing trend of brands engaging in griefsploitation. For instance, every time a celebrity dies, there follows a flurry of very bad tweets by companies trying to muscle their brand into the conversation. When Prince died last year, for example, Cheerios tweeted "Rest in peace" on a purple background—with a cheerio replacing the dot above the i. Fans were not impressed and Cheerios quickly deleted the tweet. But Homebase didn’t even bother making it look as if they cared about anything other than promoting themselves.
Brands aren’t just leveraging celebrity deaths for product placement; national tragedies also make great content opportunities. Who could forget AT&T’s twin towers tweets? In 2013, the telecommunications company posted a tweet on 11 September that showed someone holding a phone up over the Tribute in Light memorial in New York City with the caption "Never Forget". And, after the Boston marathon bombing in 2013, the food website Epicurious tweeted: "In honor of Boston……may we suggest: wholegrain cranberry scones!" Shoehorning your brand into a social media conversation about a tragedy may be tasteless but it is a fairly rudimentary form of griefsploitation. Far more insidious is the way in which brands are now using our personal data to target us at the moments when we’re feeling most vulnerable.
Facebook has told advertisers it can identify when teenagers are feeling "stressed", "defeated", "overwhelmed", "anxious" and "useless", for example. It has also explicitly furnished advertisers with advice on how best to exploit—sorry, I mean "help"—people dealing with the grief of a breakup. Facebook’s research explains that heartbreak is the ideal marketing opportunity for those in the travel business: in the month after a newly single Facebook user has announced their breakup, there is an "increase of 25% more travel-related purchases". Apparently "travel therapy has replaced retail therapy": 55% of people surveyed by Facebook said that traveling after their breakup helped them move on, while only 8% of people said that shoes helped them move on. To be honest, some of these people probably just aren’t buying the right shoes. I mean, if you get boots that are made for walking, then that’s just what they’ll do. Anyway, if you break up with someone and find yourself suddenly bombarded with online ads for Virgin Holidays, this is probably why. Facebook is trying to help you heal. They care. They don’ t want grief to consume you, they want you to consume your way out of grief. It’s really very sweet of them. At the very least, it’s better than a slap in the face with a wet filet of fish.
The expression "with the usual PR fauxpology" (para.3) is used______.
选项
A、to show McDonald’s sincere apology to the public after the incident
B、to reveal the particular PR posture with the marketing mind behind
C、to display the marketing minds of ever expanding commercialism
D、to criticise the practice of using family tragedy to promote brands
答案
B
解析
转载请注明原文地址:https://kaotiyun.com/show/VlSO777K
本试题收录于:
NAETI高级口译笔试题库外语翻译证书(NAETI)分类
0
NAETI高级口译笔试
外语翻译证书(NAETI)
相关试题推荐
下面你将听到的是一段有关中美交流的讲话。中美两国建交以来,人民之间的交往不断扩大。两国已缔结了33对友好省州和123对姊妹城市。去年,到中国旅游的美国人多达13l万人次。中国赴美探亲、求学、经商的有44万人次。中国有超过18万人曾在美国留学,目前
下面你将听到一段题为“说聪明”的论述。聪明的人,智力发达、记忆和理解能力也强。聪明是好事,是财富,应好好利用,用于进步,用于获取知识,用于为祖国为人民做好事,为大家也为自己好。应该承认,人和人不一样,有的人就是聪明。周恩来就是一个聪明的人,早在年
A、Moviestars.B、Sportsstarts.C、Judgesinthehighestcourts.D、Peopleintheentertainmentindustry.D这篇短文词汇简单。内容也是大家熟知的“yoga
Listentothefollowingpassage.WriteinEnglishashortsummaryofaround150-200wordsofwhatyouhaveheard.Youwillhear
A、Manypeopleprotestedinthepastsixmonths.B、ManypeoplethrewtomatoesattheGermanChancellor.C、Manypeoplethreweggs
A、Mostcollegestudentslackascertainedlevelofproficientskills.B、Universitiesshoulddomoretobetterpreparethosecolle
尽管出现了禽流感,鸡肉仍然是当今最受欢迎的肉类食品,原因如下:第一,鸡肉价格合理,人人皆可承受。第二,鸡肉吃法众多,比如,可以同通心粉汁或面条或汤一起煮。鸡肉烧、煮、炸皆可。最为重要的一点,即鸡肉营养价值很高。4盎司的鸡肉含有28克的蛋白质,几乎是人体每日
A、Whenyouareapplyingforajob.B、Whenyouarepayingyourtuitionfee.C、Whenyouareridingabus.D、Whenyouareinterview
A、Toimprovehisskatingtechniques.B、Totakeavacation.C、Totakeacourse.D、Tolearntoski.B
Californiaisalandofvarietyandcontrast.Almosteverytypeofphysicallandfeature,sortofarcticicefieldsandtropical
随机试题
汽车空气调节:
涉及承租人、出租人和资本出借者三方当事人的租赁是__________。
正常脑脊液压力是__________;超过__________为颅内压增高。
瘀血病证的共同特点有
A醋酸氢化可的松B醋酸甲羟孕酮C黄体酮D苯丙酸诺龙E炔雌醇黄体酮的6α-甲基,17α一乙酰氧基的衍生物
酸枣仁汤的使药为天王补心丹的使药为
某有限责任公司共有甲、乙、丙三名股东。因甲无法偿还个人到期债务,人民法院拟依强制执行程序变卖其股权偿债。根据公司法律制度的规定,下列表述中,正确的是()。
乙公司为建造大型机械设备,于2006年1月1日向银行借入专门借款5000万元,借款期限为5年,借款年利率为6%,与实际利率相同。专门借款在闲置时用于固定收益债券短期投资,该短期投资年收益率为3%。乙公司另有两笔一般借款,分别于2005年1月1日和
幼儿在户外运动中扭伤,出现充血、肿胀和疼痛,教师应对幼儿采取的措施是()
Drivingcars,trucksandmotorcyclesisanimportantpartofourlives.Wedoiteverydaytogettowork,toschoolortofrien
最新回复
(
0
)