TPO-14
Children and Advertising
Young children are trusting of commercial advertiments in the media, and advertirs have sometimes been accud of taking advantage of this trusting outlook. The Independent Television Commission, regulator of television advertising in the United Kingdom, has criticized advertirs for "misleadingness"—creating a wrong impression either intentionally or unintentionally—in an effort to control advertirs' u of techniques that make it difficult for children to judge the true size, action, performance, or construction of a toy.
General concern about misleading tactics that advertirs employ is centered on the u of exaggeration. Consumer protection groups and parents believe that children are largely ill-equipped to recognize such techniques and that often exaggeration is ud at the expen of product information. Claims such as "the best" or "better than" can be subjective and misleading; even adults may be unsure as to their meaning. They reprent the advertir's opinions about the qualities of their products or brand and, as a conquence, are difficult to verify. Advertirs sometimes offt or counte
rbalance an exaggerated claim with a disclaimer—a qualification or condition on the claim. For example, the claim that breakfast cereal has a health benefit may be accompanied by the disclaimer "when part of a nutritionally balanced breakfast." However, rearch has shown that children often have difficulty understanding disclaimers: children may interpret the phra "when part of a nutritionally balanced breakfast" to mean that the cereal is required as a necessary part of a balanced breakfast. The author George Comstock suggested that less than a quarter of children between the ages of six and eight years old understood standard disclaimers ud in many toy advertiments and that disclaimers are more readily comprehended when prented in both audio and visual formats. Nevertheless, disclaimers are mainly prented in audio format only.
Fantasy is one of the more common techniques in advertising that could possibly mislead a young audience. Child-oriented advertiments are more likely to include magic and fantasy than advertiments aimed at adults. In a content analysis of Canadian television, the author Stephen Kline obrved that nearly all commercials for character toys featured fantasy play. Children have strong imaginations and the u of fantasy brings their ideas to life, but children may not be adept enough to realize that what they are viewing is unreal. Fantasy situations and ttings are frequently ud to attract children's attention, particularly in food advertising. Advertiments for breakfast cere
als have, for many years, been found to be especially fond of fantasy techniques, with almost nine out of ten including such content. Generally, there is uncertainty as to whether very young
children can distinguish between fantasy and reality in advertising. Certainly, rational appeals in advertising aimed at children are limited, as most advertiments u emotional and indirect appeals to psychological states or associations.
The u of celebrities such as singers and movie stars is common in advertising. The intention is for the positively perceived attributes of the celebrity to be transferred to the advertid product and for the two to become automatically linked in the audience's mind. In children's advertising, the "celebrities" are often animated figures from popular cartoons. In the recent past, the role of celebrities in advertising to children has often been conflated with the concept of host lling. Host lling involves blending advertiments with regular programming in a way that makes it difficult to distinguish one from the other. Host lling occurs, for example, when a children's show about a cartoon lion contains an ad in which the same lion promotes a breakfast cereal. The psychologist Dale Kunkel showed that the practice of host lling reduced children's ability to distinguish between advertising and program material. It was also found that older children responded more positively to products in host lling advertiments.
题西林壁的意思Regarding the appearance of celebrities in advertiments that do not involve host lling, the evidence is mixed. Rearcher Charles Atkin found that children believe that the characters ud to adverti breakfast cereals are knowledgeable about cereals, and children accept such characters as credible sources of nutritional information. This finding was even more marked for heavy viewers of television. In addition, children feel validated in their choice of a product when a celebrity endors that product. A study of children in Hong Kong, however, found that the prence of celebrities in advertiments could negatively affect the children's perceptions of a product if the children did not like the celebrity in question.
Paragraph 1: Young children are trusting of commercial advertiments in the media, and advertirs have sometimes been accud of taking advantage of this trusting outlook. The Independent Television Commission, regulator of television advertising in the United Kingdom, has criticized advertirs for "misleadingness"—creating a wrong impression either intentionally or unintentionally—in an effort to control advertirs' u of techniques that make it difficult for children to judge the true size, action, performance, or construction of a toy.
1.Which of the following is NOT mentioned in paragraph 1 as being a difficult judgment for children to make about advertid toys?
○How big the toys are
○How much the toys cost
○What the toys can do
○How the toys are made
Paragraph 2: General concern about misleading tactics that advertirs employ is centered on the u of exaggeration. Consumer protection groups and parents believe that children are largely ill-equipped to recognize such techniques and that often exaggeration is ud at the expen of product information. Claims such as "the best" or "better than" can be subjective and misleading; even adults may be unsure as to their meaning. They reprent the advertir's opinions about the qualities of their products or brand and, as a conquence, are difficult to verify. Advertirs sometimes offt or counterbalance an exaggerated claim with a disclaimer—a qualification or condition on the claim. For example, the claim that breakfast cereal has a health benefit may be accompanied by the disclaimer "when part of a nutritionally balanced breakfast." However, rearch has shown that children often have difficulty understanding disclaimers: children may interpret the phra "when part of a nutritionally balanced breakfast" to mean that the cereal is required as a nece
成熟的拼音
ssary part of a balanced breakfast. The author George Comstock suggested that less than a quarter of children between the ages of six and eight years old understood standard disclaimers ud in many toy advertiments and that disclaimers are more readily comprehended when prented in both audio and visual formats. Nevertheless, disclaimers are mainly prented in audio format only.
2. The word “verify” in the passage is clost in meaning to
○establish the truth of
○approve of
○understand
○criticize
3.In paragraph 2, what is one reason that claims such as “the best” or “better than” can be misleading?新津黄辣丁
○They reprent the opinions of adults, which are often different from tho of children.
○They generally involve comparisons among only a small group of products.
暑假奇遇
○They reflect the attitudes of consumer protection groups rather than tho of actual consumers.
○They reflect the advertir's viewpoint about the product.
4.Cereal advertiments that include the statement “when part of a nutritionally balanced breakfast” are trying to suggest that
格子调○the cereal is a desirable part of a healthful, balanced breakfast
○the cereal contains equal amounts of all nutrients
○cereal is a healthier breakfast than other foods are
○the cereal is the most nutritious part of the breakfast meal
5. According to paragraph 2, all of the following are true of disclaimers made in
advertiments EXCEPT: ○They are qualifications or conditions put on a claim.
○They may be ud to balance exaggerations.
○They are usually prented in both audio and visual formats.
○They are often difficult for children to understand.
Paragraph 3: Fantasy is one of the more common techniques in advertising that could possibly mislead a young audience. Child-oriented advertiments are more likely to include magic and fantasy than advertiments aimed at adults. In a content analysis of Canadian television, the author Stephen Kline obrved that nearly all commercials for character toys featured fantasy play. Children have strong imaginations and the u of fantasy brings their ideas to life, but children may not be adept enough to realize that what they are viewing is unreal. Fantasy situations and ttings are frequently ud to attract children's attention, particularly in food advertising. Advertiments for breakfast cereals have, for many years, been found to be especially fond of fantasy techniques, with almost nine out of ten including such content. Generally, there is uncertainty as to whether very young children can distinguish between fantasy and reality in advertising. Certainly, rational appeals in advertising aimed at children are limited, as most advertiments u emotional and indirect appeals to psychological states or associations.
6. The word “adept” in the passage is clost in meaning to
○responsible
○skillful
○patient
○curious
7. Paragraph 3 indicates that there is uncertainty about which of the following issues involving children and fantasy in advertising?
○Whether children can tell if what they are eing in an advertiment is real or fantasy
○Whether children can differentiate fantasy techniques from other techniques ud in advertising
○Whether children realize how commonly fantasy techniques are ud in advertising aimed at them
○Whether children are attracted to advertiments that lack fantasy
8.Which of the ntences below best express the esntial information in the
highlighted ntence in the passage? Incorrect choices change the meaning in important ways or leave out esntial information.
○Rational appeals in advertising are certainly limited by children's emotional immaturity and the indirect nature of their associations.
○Indirect appeals to children's psychological states or associations can limit the effectiveness of rational appeals in advertising.
○Rational appeals play a much smaller role in advertiments for children than emotional appeals and psychological associations do.
○Rational appeals in advertising aimed at children should certainly be limited until the children are emotionally and psychologically ready.
Paragraph 4: The u of celebrities such as singers and movie stars is common in advertising. The intention is for the positively perceived attributes of the celebrity to be transferred to the advertid product and for the two to become automatically linked in the audience's mind. In children's advertising, the "celebrities" are often animated figures from popular cartoons. In the recent past, the role of celebrities in advertising to children has often been conflated with the concept of host lling. Host lling involves blending advertiments with regular programming in a way that makes it difficult to distinguish one from the other. Host lling occurs, for example, when a children's show a
bout a cartoon lion contains an ad in which the same lion promotes a breakfast cereal. The psychologist Dale Kunkel showed that the practice of host lling reduced children's ability to distinguish between advertising and program material. It was also found that older children responded more positively to products in host lling advertiments.
9. The word "attributes" in the passage is clost in meaning to
○ evaluations
○ attitudes
○ actions
○ characteristics
10. In paragraph 4, why does the author mention a show about a cartoon lion in which an advertiment appears featuring the same lion character?
三九天是什么意思○To help explain what is meant by the term "host lling” and why it can be misleading to children
○To explain why the role of celebrities in advertising aimed at children has often been confud with host lling
○To compare the effectiveness of using animated figures with the effectiveness of using celebrities in advertiments aimed at children
○To indicate how Kunkel first became interested in studying the effects of host lling on children
Paragraph 5: Regarding the appearance of celebrities in advertiments that do not involve host lling, the evidence is mixed. Rearcher Charles Atkin found that children believe that the characters ud to adverti breakfast cereals are knowledgeable about cereals, and children accept such characters as credible sources of nutritional information. This finding was even more marked for heavy viewers of television. In addition, children feel validated in their choice of a product when a celebrity endors that product. A study of children in Hong Kong, however, found that the prence of celebrities in advertiments could negatively affect the children's perceptions of a product if the children did not like the celebrity in question.
11. The word "credible” in the passage is clost in meaning to
○ helpful
因材施教是谁提出的
○ believable
○ valuable
○ familiar
12. According to paragraph 5, what did a study of children in Hong Kong show about the u of celebrities in advertiments aimed at children?
○ It is most effective with children who watch a lot of television.
○ It has little effect if the celebrities are not familiar to most children.
○ It is more effective in marketing cereals and food products than in marketing other kinds of products.
○ It can have a negative effect if the celebrities are not popular with children.
Paragraph 3: ■Fantasy is one of the more common techniques in advertising that could possibly mislead a young audience. ■Child-oriented advertiments are more likely to include magic and fant
汗牛充栋造句asy than advertiments aimed at adults. ■In a content analysis of Canadian television, the author Stephen Kline obrved that nearly all commercials for character toys featured fantasy play. ■Children have strong imaginations and the u of fantasy brings their ideas to life, but children may not be adept enough to realize that what they are viewing is unreal. Fantasy situations and ttings are frequently ud to attract children's attention, particularly in food advertising. Advertiments for breakfast cereals have, for many years, been found to be especially fond of fantasy techniques, with almost nine out of ten including such content. Generally, there is uncertainty as to whether very young children can distinguish between fantasy and reality in advertising. Certainly, rational appeals in advertising aimed at children are limited, as most advertiments u emotional and indirect appeals to psychological states or associations.
13. Look at the four squares [■] that indicate where the following ntence could be
