查看激活时间Unit 8 Advertising
Contents:
一千克是几斤 Background information
Key to the exercis
禁毒的意义 Translation
Supplementary Reading
Part One Background Information:
1. Information Related to Lead-in Question 2:
Zapproofing (防止忽略) the ads
When people don’t care for a commercial, they have a weapon to express their dislike---- the remote control. Ever since its arrival in viewers’ homes, this simple piece of technology
形容安静的句子
has enabled viewers to avoid advertiments they dislike by pushing one button. Readers have been flipping past print ads for years by turning pages; with the remote control, viewers can just as easily flip past television commercials. Moreover becau the new viewing environment with more networks, independents, and cable channels offers so many attractive alternatives, viewers are zapping(跳过广告哈塔卜) more frequently than ever before.
洛阳一日游必去的地方
Zapping is one type of avoidance; another is zipping（跳过广告）, which means fast-forwarding past the commercials on prerecorded videotapes. A related behavior is grazing（精确掐掉广告） , which means flipping around the channels, stopping now and then to look briefly at something, and then moving on. A person adept at grazing knows when a commercial break is about to begin and can time the cycle to return to the original program just as the break ends.
The Pretesting Company of Englewood, New Jery, analyzes commercials to determine where in a commercial audience members are likely to zap it. By knowing when and what
江上渔者范仲淹turns people off, the company can tell which commercials stand a better chance of not being zapped. For example, Pretesting found that the word period in commercials for sanitary pads and tampons was embarrassing for women viewers. In laboratory studies some 60 percent of the women viewers, upon hearing that word, zapped the commercial before it was complete.
The Pretesting Company has found that comparative ads and ads that leave out the brand name until the end are prone to zapping, as are parodies of other commercials, especially if people don’t like the originals. A number of agencies are using this rvice to isolate problems and to develop ads that will capture and hold viewers attention. The key to zapproofing is to develop ads with “stopping power.’ Of cour, once the ad arrests viewers’ attention, it must continue to hold attention by addressing needs that are relevant to viewers’ interests.
2. Information Related to Lead-in Question 3
The Psychology of Advertising
How does advertising work? This is a very complex question. One thing we do know is that advertising may communicate a number of messages in a number of areas simultaneously. For example, at the same time you understand a copy point, you may also be forming a favorable or an unfavorable opinion of the product being advertid. The message’s impact on both knowledge and liking can happen simultaneously. The following discussion will analyze how advertising works in terms of four basic psychological categories: perception, awareness, understanding, and persuasion.
Perception: creating stopping power
When something has been perceived, the message has registered. One of the biggest challenges for advertirs is simply to get consumers to notice their message. This is harder than it appears. Not only do consumers miss more than half the messages directed at them, other messages continuously compete for their attention.
Awareness: making an impression
孕育近义词
Once a message has been perceived and has caught your attention, your perceptual process can move on to the next step, which is awareness of the message and the product. Awareness implies that the message has made an impression on the viewer or reader, who can subquently identify the advertir. Note that although awareness of the advertising comes first, awareness of the advertising is not the ultimate objective. As far as the advertir is concerned, the ultimate objective is awareness of the product, not the advertiment.
Attention is a message-design problem. The advertising message can, and must, compete with other messages in the same medium. Within a news medium, the advertising has to be able to compete with the intrinsically interesting nature of the news. In an entertainment medium like television, the advertising has to compete with the mesmerizing entertainment values of programming.
Understanding: making it clear
Being aware of the message is not enough. The message must be understood as well. U
nderstanding refers to a conscious mental effort to make n of the information being prented. That is how we learn things. Whereas attention can be a relatively passive respon, understanding demands an active respon from the reader or viewer. It is an important part of the process of dealing with information. First we find ourlves interested, then we learn something about the subject of our interest, then we file it away in our memories. That is called knowing.
