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
How Advertisement Is Done? A) When we choose a word we do more than give information; we also express our feelings about wha
How Advertisement Is Done? A) When we choose a word we do more than give information; we also express our feelings about wha
admin
2017-11-17
26
问题
How Advertisement Is Done?
A) When we choose a word we do more than give information; we also express our feelings about whatever we’re describing. Words point to facts but often link these to attitudes at the same time; they can also affect the beliefs and attitudes of other people. These two remarks are much the same—or are they? What’s the speaker’s feeling towards the same dog in each case? And how would the different descriptions affect the listeners? Here comes that pet. Here comes that dog. The fact that words can work like this is important and valuable, for it adds a richness to our communication with one another. Advertisers make use of it in a number of ways.
B) The manufacturer needs a name that will do more than just label: he wants a name that brings suitable associations as well—the ideas that the word brings to the mind will help sell the product. If all were available at the same price, which coat or suit would you choose from this range of shades—Dark Tan, Brown, Mud Brown? Which of these shades of eye-show—Black Diamond, Black, Coaldust?
C) Because words have these associations, the advertiser is very careful about the way he describes his product and what it will do. Almost every advertisement has certain key words (sometimes, but not always, in bold or large letters, or beginning with a capital letter) that are intended to be persuasive, while at the same time appearing to be informative. It’s difficult enough simply to describe what a thing is and how in words, especially in a few words, but the writers who write for the advertisements also try to include feelings, associations and attitudes. Some words seem to have been so successful in selling that the advertisers use them almost as if they were magic key to a certain sale. How often, for instance, have you come across the word "golden" in advertisements?
D) One thing reminds us of another—especially if we often see them together. These reminders (called "associations") are sometimes more imaginary than real: for many people a robin suggests Christmas, for others silver candlesticks suggest wealth. The tricks of the advertising business we have so far described are all examples of the advertiser encouraging us to associate products with those things he thinks we really want—a good job, nice clothes, a sport car, a beautiful girlfriend— perhaps most of all a feeling of importance. The "image" of a product is based on these associations, and the advertiser often creates a "good image" by showing us someone who uses his product and who leads the kind of life we should like to lead. We buy not just the product but the sense of importance that goes with it. We drink Coca-Cola not just for the taste, but because we would like to be thought of as being as gay as the energetic people who drink it in the ads.
E) In this age of moon flights, heart transplants and wonder drugs, we are all impressed by science. If an advertiser links his claim with a scientific fact, there is even a chance we can be blinded by science. The question is simply whether the impressive air of the new discovery or the "man-made miracle" is being used to help or just to deceive us. Another method of persuasion is to call up guilty feelings, for example to imply that any mother who really loves her children uses a certain product. If Mrs. Gray does not use it, she might start to think of herself as a bad mother who does not love her family. So she might go and buy that particular product, rather than go on feeling guilty.
F) Some products are advertised as having a remarkable and immediate effect. We are shown the situation before using the product and this is contrasted with the situation that follows its use. Have you noticed anything about these advertisements? Taking a tablet for a headache in such advertisements can have truly remarkable results. For not only has the headache gone, the person concerned has often had a new hair-do, required a new set of clothes and sometimes even moved into a more modern, better furnished house. What splendid value for a few pence!
G) We are often encouraged to believe nowadays that, because someone has been successful in one field, he should be regarded as an authority in other fields. How true is this likely to be? The advertiser knows that there are certain people whom we admire because they are famous sportsmen, actors or singers, and he believes that if we discover that a certain well-known personality uses his product, we will want to use it too. This is why so many advertisements feature famous people. But does a man who is a famous sportsman know more about these things than anyone else? And does he even use the product he praises? The next time you see any advertisements which feature well-known people, consider in which of them you think the person concerned should be regarded as an authority and those where he clearly is not
H) Another way in which an advertiser may try to make us want his product is by suggesting that most people, or the "best" people, already use it and that we will no doubt want to follow them. How important is this when you think about it? No one likes to be inferior to others, but are we really inferior just because we have not got all the things others have? Furthermore, do we really want to be like other people? Is it really desirable to behave just like others?
I) If you keep talking about something for long enough, finally people will pay attention to you. How many advertisements have you seen that are based on this rule? If we hear the name of a product many times a day, we are much more likely to find that this is the name that comes into our head when the shopkeeper asks "What brand?" We usually like to choose things for ourselves, but if the advertiser plants a name in our heads on this way, he has helped to make the choice for us.
J) One of the ways in which an advertiser can make sure that the name of his product is heard by people far more often than he can afford to have it advertised on television, is to write a jingle or slogan that people, especially children, will sing and repeat In this way, some advertising slogans have become part of everyday speech and we repeat them without realizing that we are unpaid advertisers.
By calling up guilty feelings, the advertisement can achieve its goal of being persuasive.
选项
答案
E
解析
根据关键词guilty feeling可定位到E段,该段第4句中的persuasion表明唤起人们的负疚感是为了达到“说服”消费者购买的目的,可见本题应选E。
转载请注明原文地址:https://kaotiyun.com/show/nJa7777K
0
大学英语四级
相关试题推荐
WorkingtoImprovetheConditionsofEvergladesNationalParkA)WhenmanypeoplethinkofFlorida,imagesofsandycoastlin
Inamomentofpersonalcrisis,howmuchhelpcanyouexpectfromaNewYorktaxidriver?Ibeganstudyingthisquestionandfou
Thereisnodenyingthatstudentsshouldlearnsomethingabouthowcomputerswork,justasweexpectthematleasttounderstand
Thereisnodenyingthatstudentsshouldlearnsomethingabouthowcomputerswork,justasweexpectthematleasttounderstand
HowAdvertisementIsDone?A)Whenwechooseawordwedomorethangiveinformation;wealsoexpressourfeelingsaboutwha
Theownershipofpetsbringsavarietyofbenefitsthattheuninitiatedwouldneverbelieve.Foreverytaleofshreddedcushion,
A、Tolearnmostdirectroutetoeverysingleroad.B、TolearnmostdirectroutetoeveryimportantbuildinginLondon.C、Tolear
TheEarthcomprisesthreeprincipallayers:thedense,iron-richcore,themantlemadeofsilicate(硅酸盐)thataresemi-moltenatd
Sixyearsago,aMiamiwomanwalkingthroughthehallofanofficebuildingcasuallynoticedtwomenstandingtogether.Several
TheEarthcomprisesthreeprincipallayers:thedense,iron-richcore,themantlemadeofsilicate(硅酸盐)thataresemi-moltenat
随机试题
IPv4中,源地址或目的地址的长度为
某建设项目选定项目投资、产品价格、产品成本和产量四个不确定性因素,各按±10%的变化幅度分析其对项目总投资收益率的影响,分析数据见下表。基准方案用平均敏感度方法判定,四个不确定性因素中最敏感的因素是()。
______的任务是对学生日常学习过程中的表现、所取得的成绩以及所反映出的情感、态度、策略等方面的发展做出评价。
广义上的教育包括_______、_______和_______。
在辞书的编纂过程中,存在所谓“共识”问题。因而做出完全相同的释义是可能的,但也是有限度的,绝不能用所谓的“共识”给自己的抄袭行为开脱。这段话支持了这样一种观点,即在辞书编纂过程中,()。
过去几十年,诈骗案件和金融危机的频发_______了一些新想法,其中一项就是金融产品评估系统。在这套系统中,当某种新的金融产品(如某种复杂的住房抵押产品)推出时,需由专业人士确认它的安全性后,才可以进入市场流通,就像一些_______的药品需要由医生开具处
一菱形土地的面积为平方公里,菱形的最小角为60度。如果要将这一菱形土地向外扩张变成一正方形土地.问正方形土地边长最小为多少公里?
A、 B、 C、 D、 B
Yourcomputerrunsmore(72)ifyoulimitthenumberofopenapplications.
WhoareresponsibleforsettingthegoalsforpublicschoolteachinginAmerica?
最新回复
(
0
)