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阅读理解(49)名人促销利弊  

2011-11-29 08:39:55|  分类: 阅读理解 |  标签: |举报 |字号 订阅

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阅读理解(48)名人促销利弊 - 佳中 - 嘉华相恋

    阅读理解(49)          

                                名人促销利弊

                                                                               佳中命题

 

 

                                                                           Text 1

       Marketers have used celebrities from time to time to endorse their products. A well-known celebrity can

 at the very least draw the consumers’ attention to a particular product or brand, as when comedian Jerry

Seinfeld appears in American Express ads. Or the celebrity’ mystique can transfer over to the brand —

supermodel Cindy Crawford in an ad for Revlon’s Beautifying Shampoo. Or the celebrity’s expertise and

authority transfers to the brand — Michael Jordan endorsing Nike’s Air Jordan basketball shoes.

      The choice of celebrity is critical. The celebrity should have a high positive affect (that is, a high positive

emotional effect on the target audience) and high appropriateness to the product. Sylvester Stallone has

high recognition and has high a positive affect but he might not be appropriate for advertising a World

Peace Conference. Paul Newman could successfully advertise a large number of products because he has

extremely high ratings for his well-knownness and popularity.

      Athletes are a particularly effective endorsing group, especially for athletic products, beverages, and

apparel. Many famous athletes are well-known endorsers for a great variety of products or commodities.

Michael Jordan’s image not only appears in ads but also his message is multiplied in the sales of T-shirts,

toys, and games, and hundreds of additional merchandise items.

      One of advertisers’ main worries is that their celebrity endorsers will get mixed up in a notorious scandal

or in an embarrassing situation. There was the case of Michael Jackson — Pepsi dropped dramatically in

the wake of his child-molestation charges. When actor James Garner encountered well-publicized heart

problems, his illness did not reflect well on the beef industry, which he had been promoting.

       Perhaps due to the frequency of celebrity scandals, insurers are now offering to protect advertisers

against such risks. One insurance company has begun offering advertisers “death, disablement and

disgrace” insurance to cover the failings and foibles of their celebrity endorsers. The policies — with

coverage limits up to &5 million — protect corporations “against losses associated with the cancellation of

celebrity promotions or endorsements due to events that are beyond their control.”

       Alternatively, advertisers can choose not to use real, live fallible humans to endorse their products, but

opt for “spokescharacters” instead. For example, Owens-Coring Company has used the Pink Panther for

nearly 15 years to endorse its pink-colored insulation products. Images projected by cartoon characters and

beloved animals don’t deviate from one moment to the next, and companies have more control over them.                       

                                                                                                                                      (404 words)

 

21. The text is primarily about

       [A] the role of celebrities in product promotion.

       [B] positive and negative effects of celebrities.

       [C] plus and minus of celebrity endorsing products.

       [D] celebrities and their endorsed products.

22. In choosing celebrities as the product endorsers, companies will allow for all of the following factors EXPECT

       [A] their charms to the customers.

       [B] their special professional skills.

       [C] their popularity in the society.

       [D] their personal emotions.

23. The example of James Garner is cited in the fourth paragraph to show that

      [A] the beer industry is not appropriate for celebrity endorsement.

      [B] celebrities are often found to be involved in disreputable behaviors.

      [C] celebrity endorsers should be insured against their possible ill health.

      [D] misuse of the celebrity in product promotion may produce adverse results.

24. It can be inferred from the text that companies

      [A] should be cautious in choosing celebrities as their product endorsers.

      [B] should buy insurance for their celebrity endorsers in production promotion.

      [C] should consider athletes as their best candidates for product endorsers.

      [D] should avoid occurrence of celebrity scandals in product endorsement.

25. In the last paragraph, the company is advised

      [A] not to change celebrity endorsers from one moment to the next.

      [B] to employ live fallible human characters in product promotion.

      [C] to have more control over the employed celebrity endorses.

      [D] to take advantage of the images of non-human characters.

 

                           阅读理解(48)名人促销利弊 - 佳中 - 嘉华相恋

 

篇章结构

            第  1  段: 利用名人三方面的东西促销:

                              1) 名人的名声(celebrity)

 

                              2) 名人的魅力(mystique)

                              3) 名人的专长和威信(expertise and authority)

            第2~3段: 如何选择名人促销:

                              1) 能对促销对象产生积极情感(positive affect)

                              2) 对促销产品的适合性(high appropriateness)

             第  4  段: 对利用名人促销的担忧:

                              1) 名人丑闻(notorious scandal)

                              2) 名人尴尬处境(embarrassing situation)

            第5~6段: 对如何避免风险的建议:

                              1) 对参加促销的名人投保

                              2) 用卡通或动物(非人类代言)

 

 

答案解析

 

21.【答案】  C

        【解析】  这是一道主旨题,针对全文命题。这篇文章论述名人促销,但作者围绕哪方面论说,这需要根

          据文章的篇章结构来分析。文章可以分成两大部分:1~3段谈论如何利用和选择名人促销,即谈论名人

          促销好的方面;4~6段谈论对利用名人促销的担忧和如何避免风险,即谈论名人促销不好的方面。由此

          可以确定文章的主线是谈论名人促销的利与弊,C是本题的正确答案。

                   B项的意思“名人的正面和负面作用”,项中没有提到促销,选项的含义太乏。A项“名人在产品

          促销中的作用”和D项“名人与产品促销”是文章涉及到的内容,不是文章论述的主题。

 

22.【答案】  D

        【解析】  这是一道判断题,针对第一段命题。第一段主要讲市场营销者利用名人三方面的东西来促销产

         品:1)名人的名声(the well-known celebrity);2)名人的魅力(the celebrity’s mystique);3)名

         人的专长和威信(the celebrity’s expertise and authority)。凡文中提到三点以上细节内容,命题者常出

         细节判断题。解这类题要求考生在阅读时善于归纳所读的内容,然而对应选项作出正确判断。A项中的

         charm 指文中的 mystique,B项中的 personal skills 指文中的 expertise,C 项中的popularity指文中的

         celebrity,由此断定A项、B项和C项都是文中所述内容。D项 their personal emotions 指名人的个人情感,

         文章没有提及,虽然第二段中提到emotions,但它指的是名人对促销对象所产生的情感。D项是本题的正

         确答案。

 

23.【答案】  D

       【解析】  这是一道例证题,针对第三段中所举例子命题。第三段谈论的中心是对利用名人促销的担忧

      (main worries),担心名人的丑闻(notorious scandal)或尴尬处境(embarrassing situation)会对促销

        产生不良影响。Garner 患了病心脏病。这对他销助的啤酒业显然不会有好的作用。可见,作者举 Garnter

        的例子是想说明“错用名人促销可能会产生不良结果”,D项是本题的正确答案。

 

24.【答案】  A

        【解析】  这是一道推理题,针对全文信息段命题。A项的意思是“在选用名人促销时应该谨慎”。文章的

         后半部分(4~6段)讲述请名人促销可能产生的不良后果以及如何防范风险,不难确定A项是可以推导出

         来的推论,是本题的正确答案。

                 本题易错选B项和D项。B项的意思是“应该为名人助销者购买保险”,这与文中所述不符。文中的意

          思是市场营销者购买保险以防名人出问题而遭受损失,不是给名人助销者购买保险。D项的意思是“应该

          在促销中避免名人丑闻发生”,这点恐怕市场营销者无法做到。

 

25.【答案】  D

        【解析】  这是一道细节题,针对最后一段命题。作者在最后一段建议不要用容易犯错误的人来促销产品,

         可以用其它代言物,如卡通或动物。段中的中心句是:advertisers can choose not to use real, live fallible

          humans to endorse their products, but opt for “spokescharacters” instead.)。 D项的意思是利用非人类

          形象,指的就是卡通或动物(images projected by cartoon characters and beloved animals),所以D项

         是本题的正确答案。

 

 

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