题目内容
are worth a try. How? Packaging (包装) is the silent but persuading salesman.
There on the shelves, each bottle, can, box, and jar has been carefully designed and measured to speak
to the inner self of the consumer (消费者), so that is buying not only a product but also his belief in life.
Scientists have studied consumer behavior recently and found that the look of the package has a great effect
on the "quality" of the product and on how well it sells, because "Consumers generally cannot tell between a
product and its package. Many products are packages and many packages are products," as Louis Cheskin,
the first social scientist studying consumers' feeling for packaging, noticed.
Colors are one of the best tools in packaging. Studies of eye movement have shown that colors draw
human attention quickly. Take V8 for example. For many years, the bright red color of tomatoes and carrots
on the thin bottle makes you feel that it is very good for your body. And the word "green" today can keep
food prices going up.
Shapes are another attraction. Circles often suggest happiness and peacefulness, because these shapes
are pleasing to both the eye and the heart. That's why the round yellow M signs of McDonald's are inviting
to both young and old.
This new consumer response (反应) to the colors and shapes of packages reminds producers and sellers
that people buy to satisfy both body and soul.
B. the special taste of the product
C. the strange shape of the package
D. the belief in the product
B. attract the consumers' attention
C. catch the eye movement of the consumers
D. produce a happy and peaceful feeling
that consumers today are ______.
B. enjoying the beauty of nature more than before
C. beginning to like green vegetables
D. paying more attention to their healthy
B. healthy juice
C. iced drink
D. red vegetable
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| 阅读理解. | ||||||||||||
| Advertising is a form of communication that uses all kinds of media, and is visible everywhere these days. Typical customers of advertising companies are other companies, or businessmen, who want to persuade potential customers to buy more of what they make or sell. But there are other kinds of customers. Some organizations spend large sums of money on advertising a political party or other group that sells what is not, strictly speaking, a product or service. Such non - profit organizations are not typical advertising customers, and they prefer ways of spreading knowledge, changing attitudes, and improving society. Many advertisements are designed to increase sales of products and services by either improving brand image or, in the case of non - profit organizations, expressing ideas. In order to achieve th~s, advertisements will often pass on truthful information while delivering their messages. Every major medium is a means of delivering these messages, including television, radio, cinema, magazines, newspapers, video games, the Internet and billboards (大幅广告牌). Advertising will usually be created and. placed by an advertising agency on behalf of company or other organization. Spending on advertising has increased greatly in recent years. In 2006, spending was estimated at $155 billion in the United States and $385 billion worldwide; the latter is expected to reach more than $500 billion by 2010. While advertising can be seen as a necessity for economic growth and social development, it is not without social costs. Advertisement emails and other forms of junk mail have become so popular that ~they have become a major burden to users of I nternet email services, as well as a financial burden on Internet email service providers.
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