2. 外语
  3. The Function of Adverts Most people would protably agree that many individual consumer adverts function on the level of the

The Function of Adverts Most people would protably agree that many individual consumer adverts function on the level of the

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问题                     The Function of Adverts
    Most people would protably agree that many individual consumer adverts function on the level of the daydream. By picturing quite unusually happy and glamorous people whose success in either career or sexual terms, or both, is obvious, adverts construct an imaginary world in which the reader is able to make come true those desires which remain unsatisfied in his or her everyday life.
    An advert for a science fiction magazine is unusually explicit about this. In addition to the primary use value of the magazine, the reader is promised access to a wonderful universe through the product-access to other mysterious and tantalizing worlds and epochs, the realms of the imagination. When studying advertising, it is therefore unreasonable to expect readers to decipher adverts as factual statements about reality. Most adverts are just too meager in informative content and too rich in emotional suggestive detail to be read literally. If people read them literally, they would soon be forced to realize their error when the glamorous promises held out by the adverts didn’t materialize.
    The average consumer is not surprised that his purchase of the commodity does not redeem the promise of the advertisement, for this is what he is used to in life: the individual’s pursuit of happiness and success is usually in vain. But the fantasy is his to keep; in his dream world he enjoys a "future endlessly deferred".
    The Estivalia advert company is quite explicit about the fact that advertising shows us not reality, but a fantasy; it does so by openly admitting the daydream but in a way which insists on the existence of a bridge linking daydream to reality-Estivalia, which is "for daydream believers", those who refuse to give up trying to make the hazy ideal of natural beauty and harmony come true.
    If adverts function on the daydream level, it clearly becomes inadequate to merely condemn advertising for channeling readers’ attention and desires towards unrealistic, paradisiacal(天堂似的)nowhere land. Advertising certainly does that, but in order for people to find it relevant, the Utopia(乌托邦)visualized in adverts must be linked to our surrounding reality by a causal connection.
Why does the consumer accept the daydream in adverts?
选项 A、Because the consumer enjoys a "future endlessly deferred".
B、Because the consumer enjoys up trying to make his dream come true.
C、Because the Utopia is visualized in adverts.
D、Because his purchase of the commodity does not redeem the promise of the advertisement.
答案A
解析 根据文章第三段最后一句话：But the fantasy is his to keep；in his dream world he enjoysa“future endlessly deferred．”他需要保留一些幻想；在他的梦想世界里，他可以沉浸在没有尽头的未来里面。
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