首页
登录
职称英语
The 35-year-old Beijing woman is watching an ad showing a giant television m
The 35-year-old Beijing woman is watching an ad showing a giant television m
游客
2024-04-03
46
管理
问题
The 35-year-old Beijing woman is watching an ad showing a giant television made by the Chinese company Haier. A stream of introduction for the television floats in and out of view, including one about receiving electronic mail over the tube. A surfer rides the waves between skyscrapers, his wash leaving an "@" in the water. The ad is "too direct", she tells an interviewer. "There is this guy talking, telling me all about the product, showing me some images. We get it—but we don’t like it."
Since a Shanghai television station aired China’s first TV commercial in 1979, most have been the plain, straightforward, tell-the-name-of-the-product-and-what-it-does kind. Those started disappearing in the U.S. in the late 1960s in favor of more subtle pitches using irony and humor. Now a study says Chinese commercials don’t have to talk down to consumers anymore either—at least the one-third of them living in China’s prosperous cities, and who most interest advertisers.
Even the Western agencies that win awards elsewhere for hip, inventive commercials usually keep it simple in China. After all this country only began opening up 20 years ago and is fairly new to advertising. And to consumer culture, too. China is still a developing nation where an income of just $20,000 a year qualifies an urban household as middle-class. On the other hand, city people who once aspired to own the "big three"—a television, refrigerator and washing machine—have already moved up to DVD players and mobile phones. And with a population of 1.3 billion, the world’s largest, China is a huge market. That is why the world’s largest companies, from Coca-Cola to Procter & Gamble, are battling it out in China. Advertisers spent more than $500 million dollars through the first half of the year, estimates market researcher, making China the largest advertising market in Asia after Japan.
The prevailing view of many of those advertisers and their agencies is that the Chinese don’t yet get clever or subtle advertising and they prefer a straightforward ad with lots of information. But the April survey of almost 500 people in five China’s largest cities discovered "a savvy urban population, tired of a diet of ’boring’ ads and hungry to be treated as the sophisticated decision-makers they are." In short, the Chinese appreciation of what makes a good ad is no different from their counterparts anywhere else in the world. [br] By saying "Chinese commercials don’t have to talk down to consumers"(Line 4, Para. 2), the author suggests that______.
选项
A、the plain and straightforward way of advertising should be abolished
B、it is not necessary to take up irony and humor in advertisement
C、advertisers are more interested in how to attract the high-class citizens
D、those disappearing in the U.S. may be just appropriate in China
答案
A
解析
第2段末句开头的now…either表明上句提到的在美国已弃用的广告方式现在也可在中国弃用了,而根据上句开头those started disappearing可推断在美国弃用的广告方式是指本段首句提到的简单直接的广告方式,由此可见,本题应选A。
转载请注明原文地址:http://tihaiku.com/zcyy/3538804.html
相关试题推荐
The35-year-oldBeijingwomaniswatchinganadshowingagianttelevisionm
Comparisonsweredrawnbetweenthedevelopmentoftelevisioninthe20thcen
Comparisonsweredrawnbetweenthedevelopmentoftelevisioninthe20thcen
Comparisonsweredrawnbetweenthedevelopmentoftelevisioninthe20thcen
Comparisonsweredrawnbetweenthedevelopmentoftelevisioninthe20thcen
Comparisonsweredrawnbetweenthedevelopmentoftelevisioninthe20thcen
Comparisonsweredrawnbetweenthedevelopmentoftelevisioninthe20thcen
Comparisonsweredrawnbetweenthedevelopmentoftelevisioninthe20thcen
[originaltext]W:Peter,haveyougotatelevision?M:Yes,Ihave.InfactI’ve
[originaltext]W:Peter,haveyougotatelevision?M:Yes,Ihave.InfactI’ve
随机试题
Thedoctor,notwishingtoalarmher,didnottellherhowseriousherconditionw
出版专业技术人员分为( )等三类。A.编辑类、校对类、技术编辑类 B.编辑类
投资一般是指经济主体为获取经济效益而垫付货币资金或其他资源用于某些事业的经济活动
机械盘点中要查对实物,核实分布情况及价值,做到三相符()。A.台账 B.档案
和平犹如空气和阳光,受益而不觉,失之则难存,没有和平,发展就无从谈起。国家无论大
下列可以增大化合物脂溶性的基团是A.烃基B.氟原子C.氯原子D.羟基E.磺酸基
以下应用固体分散技术的剂型是A.片剂 B.滴丸 C.散剂 D.贴片 E.
肝性脑病最早出现的临床表现是A:定向力障碍 B:性格改变和行为失常 C:睡眠
西格玛水平的含义理解正确的有()。 A.西格玛水平是企业对商品质量要求的一种
某女40岁。干咳少痰,痰中带血,午后咳甚,五心烦热,潮热盗汗。舌红少苔,脉细数。
最新回复
(
0
)