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
16
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.
When people think of a robin, they will also think of Christmas.
选项
答案
D
解析
根据题目的robin,Christmas可定位到D段,该段第2句冒号后提及知更鸟会使人想到圣诞节,题目信息与此相符,故选D。
转载请注明原文地址:https://jikaoti.com/ti/uwpFFFFM
0
大学英语四级
相关试题推荐
A、TellJimnothingaboutthelostCDs.B、ReturnJim’sCDsassoonaspossible.C、ExpresshisapologytoJimbyhimself.D、Replac
It’sdifficulttoimaginetheseaeverrunningoutoffish.It’ssovast,sodeep,so【B1】______.Unfortunately,it’snot【B2】____
Becarefulwhatyousayaroundyourdog.Itmightunderstandmorethanyouthink.AbordercollienamedRicorecognizesthename
Becarefulwhatyousayaroundyourdog.Itmightunderstandmorethanyouthink.AbordercollienamedRicorecognizesthename
Today,studentswhowanttolearnEnglishintheUShaveawidechoiceofcoursesandinstitutionsto【B1】_______.And,becauset
A、Skindisease.B、Nervoussystemdisease.C、Heartdisease.D、Feetdisease.D事实细节题。根据“DeficiencyinvitaminB…diseaseinfeet.”
Weoftenpassonlittlebitsofinformationtoourchildren,notknowingiftheyaretrue,andonlybecausetheywere【B1】_______
We’renowwitnessingtheemergenceofanadvancedeconomybasedoninformationandknowledge.Physical【B1】_______,rawmaterials
UniversitiesBranchOutA)Asneverbeforeintheirlonghistory,universitieshavebecomeinstrumentsofnationalcompetitionas
Somepeoplesaythetraditionalcalendarof180daysnolongermeetstheneedsofAmericansociety.Theypointoutthatstudents
随机试题
注射破伤风抗毒素(TAT)的作用是()
1989年《死者遗产继承法律适用公约》对遗产继承方面冲突法的国际统一具有重要的意义,该公约对不属于其调整范围内的事项作了明确规定,这些事项包括()
构成德育过程的基本要素是()、()、()、()。
磺胺类药有哪几类?各有何特点?
河北大海成衣有限公司(海关B类管理企业)2009年从境外购进一批棉坯布(加工贸易限制类商品),用于加工出口衬衣(加工贸易允许类商品)。该企业为此向主管海关办理了电子化手册备案。由于该企业某项工艺不能达到出口合同要求,经海关批准将半成品运至天津大益制衣公司(
甲公司2011年1月1日购人面值为2000万元,年利率为4%的A债券。取得时支付价款2080万元(含已到付息期尚未发放的利息80万元),另支付交易费用10万元,甲公司将该项金融资产划分为交易性金融资产。2011年1月5日,收到购买时价款中所含的利息80万元
ABC会计师事务所是普通合伙会计师事务所。A注册会计师作为关键项目合伙人负责审计x公司(境内外同时上市公司)2011年度财务报表。A注册会计师在审计过程中发现,在2011年度,x公司管理层与其母公司虚构了多笔大额关联交易,同时与母公司开户行串通编造虚假的银
下图为我国某城市某日“气温日变化曲线图”,读图完成下题。该城市可能是()。
苏格拉底声称,一册好书,能够______他走遍全世界。他是为求知而读书的,读一本书就了解了世界的一个方面。可以想象出他的挑剔,他的______,他的求知的贪婪,还有他的目光的______。依次填入画横线部分最恰当的一项是()。
公务员热(crazeforcivilservantjobs)是指越来越多的人参加政府机构招聘考试(recruitmentexaminations)的社会现象。据报道,近几年每年的报考人数都超过百万,平均每个岗位有50—60名竞争者,最热门的职位能
最新回复
(
0
)