2. 外语
  3. Whenever advertisers want you to stop thinking about the product and to start thinking about something bigger, better, or more a

Whenever advertisers want you to stop thinking about the product and to start thinking about something bigger, better, or more a

admin2011-03-01  63
问题    Whenever advertisers want you to stop thinking about the product and to start thinking about something bigger, better, or more attractive than the product, they use that very popular word "like". The word "like" is the advertiser’s equivalent of the magician’s use of misdirection. "Like" gets you to ignore the product and concentrate on the claim the advertiser is making about it.
   "For skin like peaches and cream" claims the ad for a skin cream. What is this ad really claiming? It doesn’t say this cream will give you peaches-and-cream skin. There is no verb in this claim, so it doesn’t even mention using the product. How is skin ever like "peaches and cream".’? Remember, ads must be read exactly according to the dictionary definition of words. This ad is making absolutely no promise for this skin cream. If you think this cream will give you soft, smooth, and youthful-looking skin, you are the one who has read the meaning into the ad.
   The wine that claims "It’s like taking a trip to France" wants you to think about a romantic evening in Paris as you walk along the street after a wonderful meal in an intimate cafe. Of course, you don’t really believe that a wine can take you to France, but the goal of the ad is to get you to think pleasant, romantic thoughts about France and not about how the wine tastes or how expensive it may be. That little word "like" has taken you away from crushed grapes into a world of your own imaginative making. Who knows, maybe the next time you buy wine, you’ll think those pleasant thoughts when you see this brand of wine, and you’ll buy it.
   How about the most famous "like" claim of all, "Winston tastes good like a cigarette should" ? Ignoring the grammatical error here, you might want to know what this claim is saying. Whether a cigarette tastes good or bad is a subjective judgment because what tastes good to one person may well taste horrible to another. There are many people who say that all cigarettes taste terrible, other people who say only some cigarettes taste all right, and still others who say all cigarettes taste good.
To promote sales, advertisers often exploit consumers’ ______.
选项 A、emotional need
B、practical need
C、economic status
D、social status
答案A
解析 推理题。本题应从第三段推测，第三段主要意思是广告怎样让你沉浸在美好的想象中，而忽略产品本身，且从文章的用词(pleasant，romantic…)我们可知，所产生的联想都是与精神和情绪有关的。故A正确。
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