2. 考研
  3. " Sloganeering" did not originate in the 1960s. The term has a rich history. It originated from the Gaelic word slaughgharim, wh

" Sloganeering" did not originate in the 1960s. The term has a rich history. It originated from the Gaelic word slaughgharim, wh

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问题     " Sloganeering" did not originate in the 1960s. The term has a rich history. It originated from the Gaelic word slaughgharim, which signified a " host-shout," " war cry," or " gathering word or phrase of one of the old Highland clans; hence the shout or battle cry of soldiers in the field. " English-speaking people began using the term by 1704. The term at the time meant ‘the distinctive note, phrase, or cry of any person or body of persons. " Slogans were common throughout the European continent during the middle ages, and they were utilized primarily as "passwords to insure proper recognition of individuals at night or in the confusion of battle. " The American revolutionary rhetoric would not have been the same without ‘the Boston Massacre," ‘the Boston Tea Party," ‘the shot heard around the world," and shouts of "no taxation without representation".
    Slogans operate in society as " social symbols" and, as such, their intended or perceived meaning may be difficult to grasp and their impact or stimulation may differ between and among individuals and groups.
    Because slogans may operate as " significant symbols" or as key words that have a standard meaning in a group, they serve both expressive and persuasive functions. Harold Lasswell recognized that the influencing of collective attitudes is possible by the manipulation of significant symbols such as slogans. He believed that a verbal symbol might evoke a desired reaction or organize collective attitudes around a symbol. Murray Edelman writes that ‘to the political scientist patterning or consistency in the context in which specific groups of individuals use symbols is crucial, for only through such patterning do common political meaning and claims arise. " Thus, the slogans a group uses to evoke specific responses may provide us with an index for the group’s norm, values, and conceptual rationale for its claims.
    Slogans are so pervasive in today’s society that it is easy to underestimate their persuasive power. They have grown in significance because of the medium of television and the advertising industry. Television, in addition to being the major advertising medium, has altered the nature of human interaction. Political images are less personal and shorter. They function as summaries and conclusions rather than bases for public interaction and debate. The style of presentation in television is more emotional, but the content is less complex or ideological. In short, slogans work well on television.
    The advertising industry has made a science of sloganeering. Today, communication itself is a problem because we live in an " overcommunicated" society. Advertisers have discovered that it is easier to link product attributes to existing beliefs, ideas, goals, and desires of the consumer rather than to change them. Thus, to say that a cookie tastes "homemade" or is as good as "Mom used to make" does not tell us if the cookie is good or bad, hard or soft, but simply evokes the fond memories of Mother’s baking. Advertisers, then, are more successful if they present a product in a way that capitalizes on established beliefs or expectations of the consumer. Slogans do this well by crystallizing in a few words the key idea or theme one wants to associate with an issue, group, product, or event. "Sloganeering" has become institutionalized as a virtual art form, and an advertising a-gency may spend months testing and creating the right slogan for a product or a person.
    Slogans have a number of attributes that enhance their persuasive potential for social movements. They are unique and readily identifiable with a specific social movement or social movement organization. "Gray Power," for instance, readily identifies the movement for elderly Americans, and "Huelga" (strike in Spanish) identifies the movement to aid Mexican American field workers in the west and southwest.
Television________.
选项 A、has distorted the purpose of slogans
B、has kept consistent the nature of human interaction
C、has made political images personal and shorter
D、utilizes slogans well
答案D
解析 细节题。文章第四段讲到电视媒介使得口号的重要性提高。电视不只是重要的广告媒介，它还改变了人类互动的本质，政治形象不再个人化，更矮小。电视的功能是概括和总结而不是为公共交流和辩论提供基础。电视的表现形式更加富有感情，内容不再复杂。总之，口号在电视上的效果特别好。由此可得，电视很好地利用了口号。
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