首页
登录
职称英语
How Advertisement Is Done? A) When we choose a word we do more than give
How Advertisement Is Done? A) When we choose a word we do more than give
游客
2023-07-01
20
管理
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. [br] Words in the ads not only point to the fact, but can affect the beliefs and attitudes of the target audiences.
选项
答案
A
解析
根据题目中的can affect the beliefs and attitudes可直接定位到A段。题目将该段第2句中的两个分句用not only…but(also)…的句式连接起来,意思一样,故选A。
转载请注明原文地址:https://tihaiku.com/zcyy/2798239.html
相关试题推荐
[originaltext]Whenyouturnontheradio,youhearanadvertisement.Wheny
Happinessisachoice:youcanchoosetobesadwheneverythingisgoingwel
Happinessisachoice:youcanchoosetobesadwheneverythingisgoingwel
Happinessisachoice:youcanchoosetobesadwheneverythingisgoingwel
Happinessisachoice:youcanchoosetobesadwheneverythingisgoingwel
Happinessisachoice:youcanchoosetobesadwheneverythingisgoingwel
Happinessisachoice:youcanchoosetobesadwheneverythingisgoingwel
HowAdvertisementIsDone?A)Whenwechooseawordwedomorethangive
HowAdvertisementIsDone?A)Whenwechooseawordwedomorethangive
HowAdvertisementIsDone?A)Whenwechooseawordwedomorethangive
随机试题
TheHappinessEffectThenexttimeyougettheflu,
Itisimportanttoprovideanenvironment_____peopleareencouragedtomakesug
设立旅行社是开展旅行社业务的前提,是旅行社经营管理的开始。()
根据我国刑法规定,14周岁以上不满16周岁的自然人属于()。A.相对刑事
患者,女,45岁。反复发作脓血便10余年,此期间有时伴膝关节疼痛,多次大便细菌培
患者女性,59岁,绝经10余年。1月前无明显诱因出现阴道排液,色黄、似米汤水样、
在网络平台上进行项目管理,工作的主要内容是围绕工程项目信息处理进行的一些任务,概
某青年志愿者服务小组经过一周培训后,计划到敬老院举行敬老献爱心的表演活动。社会工
在冠心病易患年龄前(<35岁),导致心脏猝死的原因有( )。A.Brugada
在工程建设的过程中,最为常用的担保方式为()。A.抵押 B.质押 C.保证
最新回复
(
0
)