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  3. TV Commercials and Print Ads Despite the fact that advertisers spend ＄ 44 billion on the major television networks and cable

TV Commercials and Print Ads Despite the fact that advertisers spend ＄ 44 billion on the major television networks and cable

admin2011-01-06  29
问题                      TV Commercials and Print Ads
    Despite the fact that advertisers spend ＄ 44 billion on the major television networks and cable TV advertising, a new study show that consumers think print ads more entertaining and less offensive than television commercials. They study, conducted by Video Storyboard Tests in New York, showed that more consumers considered prints ads "artistic" and "enjoyable".
    The 2, 000 consumers surveyed blasted TV ads compared to their print counterparts: 34 percent of respondents thought print ads were artistic, compared with 15 percent for television ads; 35 per cent thought print ads were enjoyable, compared to 13 percent for television; and, most surprising, 33 percent of consumers felt print ads were entertaining, compared to only 18 percent for TV ads. Much of the artistic impact and positive reaction to print ads comes from the illustrations used. The illustration is primary in creating the mood for a print ad, which ultimately affects consumers’ feelings about the image of the brand.
    While the study’s sponsors were somewhat surprised by the survey results, some industry executives felt that print ads were finally getting the credit they deserve. Richard Kirshenbaum, chair and chief creative officer of Kirshenbaum, Bond & Partners, a New York advertising and public relations firm, is one such believer. In fact, Kirshenbaum says that when he looks to hire a person for a creative position in his agency, "I always look at the print book first because I think it is harder to come up with a great idea on a single piece of paper. "
    But as impressed as computers say they are by the aesthetics (美学)and style of print ads, televisions executives (as you might expect )dismiss the findings. One network official said, "Nothing will replace the reach and magnitude of an elaborately produced television spot. TV ads get talked about. Print ads don’t. "  
What seem to be the author’s attitude to print ads?
选项 A、Favorable
B、Critical
C、Neutral
D、Suspicious
答案C
解析 观点态度题。纵观全文，作者以客观的口吻和态度报告调查结果、消费者的反应，研究赞助商们的态度，以及电视业经理们的反应，并未使用任何表明个人观点或看法的字眼。
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