Unformatted text preview: vision, the author Stephen Kline observed that nearly all commercials for character toys featured fantasy play. Children have strong imaginations and the use 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 settings are frequently used to attract children's attention, particularly in food advertising. Advertisements 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 advertisements use emotional and indirect appeals to psychological states or associations.
6. The word "adept” in the passage is closest in meaning to ○responsible
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 seeing in an advertisement is real or fantasy
○Whether children can differentiate fantasy techniques from other techniques used in advertising
○Whether children realize how commonly fantasy techniques are used in advertising aimed at them
○Whether children are attracted to advertisements that lack fantasy 8.Which of the sentences below best expresses the essential information in the highlighted sentence in the passage? Incorrect choices change the meaning in important ways or leave out essential 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 advertisements 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.
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Paragraph 4: The use 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 advertised 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 selling. Host selling involves blending advertisements with regular programming in a way that makes it difficult to distinguish one from the other. Host selling occurs, for example, when a children's show abo...
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- Fall '13