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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  43
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 had the study’s organizers expected of the survey results?
选项 A、More consumers would prefer TV ads to print ads.
B、More consumers would prefer print ads to TV.
C、Both TV ads and print ads should have their fans.
D、Print ads should get the credit they deserve
答案A
解析 推理判断题。第三段的句首中的the survey result指的是第一段和第二段的调查结果：平面广告比电视广告更受欢迎，而该句表明该项研究的组织者们预计的是与此调查相反的结果，因此选项A正确，也因此否定选项B。根据同一句，选项D虽在文中出现但并非他们预料的结果，而是行业经理们的观点。选项C无依据。
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