自考本科科目代码01313商务英语阅读二(3)最全自考复习资料自考小抄

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1、minorityengagedinprringadsthatliavesome习删PartLFastReading—SkimmingandScanningDirections:Gooverthepassagesanddecidethefollowingstatementsaietrue(T)orfalse(F).Choose(T)or(F)ontheAnswerSheetbelow.PassageOneTheDilemmaofCreativeAdvertising1・Marketingpeople,aseveiyoneelse,haveasincereaixlund

2、erstandableinterestinobservingtheeffectsoftheirownactivities.Howelsearetheytoknowiftheirzictivitieshaverejilsignificance?However,thevastmajorityofadvertisingmenaredeniedthispiivilcgc.Itisapleasurercsavedonlyforthatsmallaiterionofeffectivenessbuiltintothernsuchas2.Nevertheless,theexperi

3、encesofthisprivilegedminoiityhavemadepossiblethestatementofcertainprinciplestliatcanbeappliedtoadvertisingingenenil.Unfommiitely,mostoftheadvertisinginournationalmediaiswitnesstothefactthattheseprinciplesarenotveiywidelypmctkxxlAdvairedconsumerrcsearchleadstoseveralconclusionsaboutwlia

4、tconstituteseffectiveadvertising.NoGimmicks3・Oneconclusionisthatintellectualgimmicks,cleverness,wittiiiess.oringeniousandtrickycoinbinationsdonotaddto,butrathersubtractfromadvertisingeffectiveness.Evenslogansareofdoubtftilvalue.Infhet,manyofthesesoadleclattention-gettingdevicesactuidly

5、openiteasdistiactions.Efficiencyinadvertisingseemstodcpciidonusingsimplelanguagesimplediirctpresentationofsalesaigunients_andavoidingtricky,attention-gettingdevicesthatareunrelatedtothepixxliictitselfHereisoneexample.4.Anadforphoiiogniphrecordsusesanillustjationofawomanbivakingarecordb

6、ysteppingonitPresumablytliisillustrationisinteiidedtocatchtheconsumer'sattentionandleadtothenextrevelation:thatsteelneedlesalsoluinphonogniphrecords.Tobesure,theneedlesdonotaiinthemasthomughlyorasquicklyasawomansteppingontiximbutneverthelesstheydoseriousharm.Afterthisdeviousopeninggamb

7、it,wearefinallypermittedtolearnthemoralofthestay~(hetruesalespoint:Diamondneedlespreserverecords.Thecreatorofthiscopyapparentlyhadamvincedhimselfthattheconsumerwouldnotbeintercstedinthesimplefactthatphonographrecordsaieminedbysteelneedlesbutcanbepreservedbyusingdiamondneedles.Therefo