Celebrity endorsements

Despite the fact that companies believe celebrities had a lot of pull with regard to the buying trends of consumers, researchers have discovered that this does not seem to be the case. British and Swiss researchers carried out a study showing that advertisements made by celebrities like David Beckham and Scarlett Johansson are not as effective as those by ordinary people.

In a sample of 298 students, researchers presented a magazine advertisement for a digital camera that was endorsed (為…做廣告宣傳) by a fictional student claiming the camera was “hot” and his “preferred choice”. The same advertisement was shown to other students, but with a difference: The camera was endorsed by a famous person in Germany.

While the students said that both advertisements were beneficial, the one made by the student topped the celebrity one if students aimed to impress others with their purchases (購買). More than half of the students, who admitted purchasing products that would impress others, said they were influenced by the student’s advertisement. Only 20％ said the celebrity one would affect their buying decision.

Professor Brett Martin of the University of Bath’s School of Management, explained that the findings could be used not only in Germany, but in other countries as well. “ Our research questions whether celebrities are the best ways to sell products,” said Prof Martin.“Celebrities can be effective but we found that many people were more convinced by an endorsement from a fictional fellow student. This is because many people feel a need to keep up with the Jones when they buy.”

1.Some companies think the celebrities endorsement          ．

A．is popular with the consumers

B．can pull all the consumers into the shops

C．can affect the consumers’ purchasing

D．is as effective as an endorsement from common people

2.Which of the following ads would be more effective to common consumers, according to

the experiment?

An ad featuring lovely pandas.

An ad made by David Beckham.

An ad made by fictional common people.

An ad with beautiful natural scenery.

3.The underlined words “the Jones” in the last paragragh refer to“     ”．

A．someone called Jones                    B．common people

C．the Jones family                         D．celebrities

4.We can infer from the passage that       ．

A．celebrities cheat consumers in advertisement

B．the researchers here are against celebrity endorsement

C．the student’s ads are more reliable than those made by celebrities

D．companies needn’t spend so much money on celebrity endorsement

5.We can probably read the article in       ．

A．a(chǎn) local newspaper                       B．a(chǎn) science report

C．a(chǎn)n academic journal                     D．a(chǎn) textbook

 

【答案】

1.C

2.C

3.B

4.D

5.A

【解析】

試題分析：本文講述的是在銷售行業(yè)中的名人效應(yīng)其實(shí)效果并不大，用普通人做的廣告，也許效果會(huì)更好。

1.C 細(xì)節(jié)題。根據(jù)文章第一句Despite the fact that companies believe celebrities had a lot of pull with regard to the buying trends of consumers,可知很多公司都認(rèn)為名人效應(yīng)可以讓人們多購買有關(guān)的產(chǎn)品。故C正確。

2.C 推理題。根據(jù)第一段最后一句British and Swiss researchers carried out a study showing that advertisements made by celebrities like David Beckham and Scarlett Johansson are not as effective as those by ordinary people.可知普通人做的廣告可能更有說服力。故C項(xiàng)正確。

3.B 推理題。根據(jù)This is because many people feel a need to keep up with the Jones when they buy.”可知這里的the Jones中使用“the+姓的復(fù)數(shù)形式”表示某某一家人。故B正確。

4.D 推斷題。推理題。根據(jù)文章第一段最后一句British and Swiss researchers carried out a study showing that advertisements made by celebrities like David Beckham and Scarlett Johansson are not as effective as those by ordinary people.可知普通人做的廣告可能更有說服力。那么公司沒有必要去邀請名人做廣告的，故D正確。

5.A 推理題。本文講述的是一項(xiàng)社會(huì)現(xiàn)象的調(diào)查報(bào)告的結(jié)果，不是科學(xué)研究，也不是醫(yī)學(xué)研究更不會(huì)出現(xiàn)在教科書里，最可能的是在報(bào)紙上出現(xiàn)。故A正確。

考點(diǎn)：考查社會(huì)現(xiàn)象類短文閱讀

點(diǎn)評(píng)：本文講述的是在銷售行業(yè)中的名人效應(yīng)其實(shí)效果并不大，用普通人做的廣告，也許效果會(huì)更好。要求考生在閱讀理解整體語篇的基礎(chǔ)上，把握文章的真正內(nèi)涵。要吃透文章的字面意思，從字里行間捕捉有用的提示和線索，這是推理的前提和基礎(chǔ);要對文字的表面信息進(jìn)行挖掘加工，由表入里，由淺入深，從具體到抽象，從非凡到一般，通過分析、綜合、判定等，進(jìn)行深層處理，符合邏輯地推理。不能就是論事，斷章取義，以偏概全。要忠實(shí)于原文，以文章提供的事實(shí)和線索為依據(jù)。

 

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