2. 职称英语
  3. You will now read a short passage and then listen to a talk on the same academic

You will now read a short passage and then listen to a talk on the same academic

游客2024-01-02  13
问题 You will now read a short passage and then listen to a talk on the same academic topic. You will then be asked a question about them. After you hear the question, you will have 30 seconds to prepare your response and 60 seconds to speak.
Friend Association
Association, specifically, the friend association is used as an advertisement strategy to promote product awareness or sales through raising customers’ desire to be a member of a certain group in pursuit of the same value and happiness and even the recognition by other members. Like everything else, friend association can be created by both positive effects and negative effects. These two characteristics are often utilized by some advertisers. They advertise their products by the positive effect, showing that all people using their products are happy, which encourages others to go to buy their products. And in another way, they can advertise their products by the negative effect. Advertisements show that one who doesn’t use their products will be left far away.
Now hear a talk on the same subject.
Question: Using information from the reading and the lecture, explain how both the positive and negative effect of friend association can help companies promote their product awareness and sales.
OK, we’ve been talking about the positive and negative effects of association, and so today we have two different schemes that can be used to make an advertisement campaign for a soft drink company. One is that in a happy party, all people drink soda. And the sodas they are drinking are all the same brand. They are having a great time and seem very happy with their drinks. This scheme utilizes positive effects of association. Using a happy party with this brand of soda to let the audience know subconsciously that this brand of soda is so good: everyone drinking it will have a happy life. Thus, more and more people will start to drink this one.
The other scheme is like this: some young people are watching a football game in a stadium. Suddenly, one boy is drinking a different brand of soda. Then all the people with the same drink become quiet and stare at him with an odd look. After a while, they all leave him alone, even his best friend. Finally he realizes that he has made a big mistake drinking the wrong kind of soda. This scheme makes use of negative effects of association, telling consumers that if they don’t buy their soda, they will be as unhappy as this boy.
选项
答案 In the lecture, the professor gives two examples of a soft drink company using the positive and negative effects of association to promote its product awareness and ultimately sales among customers.
In the first example, the company uses a positive advertisement strategy in a party setting to make the audience know that whoever drinks the soda will have a happy life since everybody seems very happy about their drink in the party. Also, the negative advertisement strategy can also influence people when they are choosing a beverage. For example, during a football game, a boy drinking a different soda drink will be left alone by those with the same brand of soda. The company in this case uses the negative effect to tell consumers that they will be isolated if they don’t buy and drink their soda.
解析   Friend Association朋友协会，其定义是：Association，specifically, the friend association is used as an advertisement strategy to promote product awareness or sales through raising customers’ desire to be a member of a certain group in pursuit of the same value and happiness and even the recognition by other members．模版：The reading is about an academic concept called…将标题跟定义带入模版，即是对阅读文章的复述。
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