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
自考
International Advertising ① International advertising entails dissemination of a commercial message to target audiences in mo
International Advertising ① International advertising entails dissemination of a commercial message to target audiences in mo
admin
2019-08-15
36
问题
International Advertising
① International advertising entails dissemination of a commercial message to target audiences in more than one country. Target audiences differ from country to country in terms of how they perceive or interpret symbols or stimuli, respond to humor or emotional appeals, as well as in levels of literacy and languages spoken.
② How the advertising function is organized also varies. In some cases, multinational firms centralize advertising decisions and budgets and use the same or a limited number of agencies worldwide . In other cases, budgets are decentralized and placed in the hands of local subsidiaries, resulting in greater use of local advertising agencies.
③ International advertising can, therefore, be viewed as a communication process that takes place in multiple cultures that differ in terms of values, communication styles, and consumption patterns. International advertising is also a business activity involving advertisers and the advertising agencies that create ads and buy media in different countries. The sum total of these activities constitutes a worldwide industry that is growing in importance. International advertising is also a major force that both reflects social values, and propagates certain values worldwide.
④ In international markets the process of communicating to a target audience is more complex because communication takes place across multiple contexts, which differ in terms of language, literacy, and other cultural factors. In addition, media differ in their effectiveness in carrying different appeals. A message may, therefore, not get through to the audience because of people’ s inability to understand it (due to literacy problems) , because they misinterpret the message by attaching different meanings to the words or symbols used, or because they do not respond to the message due to a lack of income to purchase the advertised product. Media limitations also play a role in the failure of a communication to reach its intended audience.
⑤ The process of communication in international markets involves a number of steps. First, the advertiser determines the appropriate message for the target audience. Next, the message is encoded so that it will be clearly understood in different cultural contexts. The message is then sent through media channels to the audience who then decodes and reacts to the message. At each stage in the process, cultural barriers may hamper effective transmission of the message and result in miscommunication.
Task 1
A. Audiences in International Advertising
B. Steps in Advertising as a Communication Process
C. The Ways the Advertising Function Is Organized
D. International Advertising as a Communication Process
E. Definition of International Advertising
F. The Author’ s Opinion about International Advertising
Paragraph ⑤______
选项
答案
B
解析
最后一段第一句话就表明本段将细介绍交流过程中的几个步骤。故答案为B。
转载请注明原文地址:https://kaotiyun.com/show/sZkR777K
本试题收录于:
英语(一)题库公共课分类
0
英语(一)
公共课
相关试题推荐
BessieColemanBessiewasborninAtlanta,Texasin1893.HerfatherwasanIndianandhermotheranAfricanAmerican.Herfa
TheStateFlowerofAlaskaAlaskaisknown(know)asastatethatproduceswildanimalsaswellaskind-heartedpeople.Thes
FactorsforAmerica’sInventivenessWhataccountsforthegreatoutburstofmajor【W1】______inearlyAmerica—breakthroughssu
Task2A.advertiserB.culturalbarriersC.targetaudiencesD.advertisingdecisionsandbudgetsE.amajorfor
Task2A.advertiserB.culturalbarriersC.targetaudiencesD.advertisingdecisionsandbudgetsE.amajorfor
InternationalAdvertising①Internationaladvertisingentailsdisseminationofacommercialmessagetotargetaudiencesinmo
DaveBrubeckandHisJazz"TakeFive",thesmokyinstrumentalbytheDaveBrubeckQuartet,wasa【C1】______(music)milestone—a
EnergyCycle①Doyoufindgettingupinthemorningsodifficultthatit’spainful?Thismightbecalledlaziness,butDr.
DaveBrubeckandHisJazz"TakeFive",thesmokyinstrumentalbytheDaveBrubeckQuartet,wasa【C1】________(music)milesto
Task2A.aChristianpriestB.asecretadmirerorasimplehandmadecardC.theTowerofLondonD.messagesofloveE.st
随机试题
哮病未发作时以何证为主
某患者因腮腺良性肿瘤将于明日行腮腺浅叶切除术加面神经解剖术,今日术前家属签字时,谈话中以下哪项是不必要的
患者神疲思睡,动则心悸,常自汗出,纳差乏力。面色不华,舌淡,脉沉细无力,其证候是
变压器室夏季的排风温度不宜高于多少度?进风和排风温差不宜大于多少度?哪组答案是正确的?(2004,103)
工业建设项目正式竣工验收会议的主要任务不包括()。
建筑施工企业项目经理是受企业()委托对工程项目施工过程全面负责的项目管理者。
下列有关注册会计师对错报进行沟通的说法中,错误的是()。
某村村民小刘想就村里某工程建设承包方案提议召开村民会议,该村有18周岁以上的村民450名,小董如果从中联合()以上村民的提议就应当召集村民会议。
[*]
TheUnitedNationsSecurityCouncilestablishedtheICTRin1995totrytheallegedperpetratorsofthe1994______inRwandath
最新回复
(
0
)