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
2016-10-07
23
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.
If we hear the name of a product for enough times, the brand name will pop in our mind when we are asked "what brand?"
选项
答案
I
解析
根据题目中的"what brand?"可定位到I段。题目信息跟该段第3句的意思相符,故选I。
转载请注明原文地址:https://jikaoti.com/ti/3wpFFFFM
0
大学英语四级
相关试题推荐
It’sdifficulttoimaginetheseaeverrunningoutoffish.It’ssovast,sodeep,so【B1】______.Unfortunately,it’snot【B2】____
Becarefulwhatyousayaroundyourdog.Itmightunderstandmorethanyouthink.AbordercollienamedRicorecognizesthename
Stuntpeople(替身演员)arenotmoviestars,buttheyarethehiddenheroesofmanymovies.Theywerearoundlongbeforefilms.E
Inmanycountries,authorityisseldomquestioned,eitherbecauseitishighlyrespected,orbecauseitis【B1】_______.Sometimes
Inmanycountries,authorityisseldomquestioned,eitherbecauseitishighlyrespected,orbecauseitis【B1】_______.Sometimes
Today,studentswhowanttolearnEnglishintheUShaveawidechoiceofcoursesandinstitutionsto【B1】_______.And,becauset
Weoftenpassonlittlebitsofinformationtoourchildren,notknowingiftheyaretrue,andonlybecausetheywere【B1】_______
Americansbelievethatindividualsmustlearnto【B1】_______themselvesorrisklosingfreedom.Thismeansachievingbothfinanci
A、Thewomanhastroublegettingalongwiththeprofessor.B、Thewomanregretshavingtakenupmuchoftheprofessor’stime.C、Th
随机试题
甲向乙借款100万元,并以价值150万元的自由房屋提供抵押担保。但是,该房屋在抵押前就已出租给了丙,对此乙并不知情。借款到期后,甲乙约定以房屋折抵100万元借款,并办理了过户登记。下列说法错误的是:()
根据我国现行规定,商业银行总行拨付各分支机构营运资金的总和,不得超过总行资本金的()。
给水排水管网维护中,用爆管工具将旧管破碎,并将其碎片挤到周围的土层,同时将新管或套管拉入,完成管道更换的方法,称为()。
同样价格的某商品在4个商场销售时都进行了两次价格调整。甲商场第一次提价的百分率为a,第二次提价的百分率为b(a>0,b>0,且n≠b);乙商场两次提价的百分率均为(a+b);丙商场第一次提价的百分率为(a+b),第二次提价的百分率为(a+b);丁商场第一次
在海豹和抹香鲸等深潜高手的肌肉中,肌红蛋白的含量都格外高。肌红蛋白是一种将血液中的氧吸收并储存起来的蛋白质,它为肌肉提供以后可使用的能量。因此,它们的肌肉在不需要进行呼吸的情况下还能坚持长时间的工作。此外,为了节约能量,在下潜时它们还具有降低心率的神奇本领
A.Doyouneedanythingelse?B.Excuseme,C.I’llgoandhavesomeonefixitstraightaway.A:【D4】______butcouldyoutellme
边际技术替代率递减规律使得向右下方倾斜的等产量曲线必然凸向原点。()
20世纪,中国人民在前进道路上经历了三次历史性的巨大变化。试论第二次和第三次历史性巨变及其对中华民族振兴和中国社会主义现代化建设的深远影响。
阅读下列说明和Java代码,将应填入(n)处的字句写在答题纸的对应栏内。【说明】某文件管理系统中定义了类OfficeDoc和DocExplorer。当类OfficeDoc发生变化时,类DocExplorer的所有对象都要更新其自身的状态
Althoughonemightnotthinksofromsomeofthecriticismofit,advertisingisessentialtoourlife.Advertisingisnecessary
最新回复
(
0
)