This preview shows page 1. Sign up to view the full content.
Unformatted text preview: ut a cartoon lion contains an ad in which the same lion promotes a breakfast cereal. The psychologist Dale Kunkel showed that the practice of host selling reduced children's ability to distinguish between advertising and program material. It was also found that older children responded more positively to products in host selling advertisements.
9. The word "attributes" in the passage is closest in meaning to
10. In paragraph 4, why does the author mention a show about a cartoon lion in which an advertisement appears featuring the same lion character?
○To help explain what is meant by the term "host selling” and why it can be misleading to children
○To explain why the role of celebrities in advertising aimed at children has often been confused with host selling
○To compare the effectiveness of using animated figures with the effectiveness of using celebrities in advertisements aimed at children
○To indicate how Kunkel first became interested in studying the effects of host selling on children
Paragraph 5: Regarding the appearance of celebrities in advertisements that do not involve host selling, the evidence is mixed. Researcher Charles Atkin found that children believe that the characters used to advertise breakfast cereals are knowledgeable about cereals, and children accept such characters as credible sources of nutritional information. This finding was even more marked for heavy viewers of television. In addition, children feel validated in their choice of a product when a celebrity endorses that product. A study of children in Hong Kong, however, found that the presence of celebrities in advertisements could negatively affect the children’s perceptions of a product if the children did not like the celebrity in question.
11. The word "credible” in the passage is closest in meaning to ○helpful
Paragraph 3: ■ Fantasy is one of the more common techniques in advertising that could possibly mislead a young audience. ■Childoriented advertisements are more likely to include magic and fantasy than advertisements aimed at adults. In a content analysis of Canadian television, 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. 392
Mail@liuwenyong.com 在在在在在在 www.liuwenyong.com 在在在在在在在在在在在在在在在,在在在在在在在在在在
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 appeal...
View Full Document
This note was uploaded on 09/17/2013 for the course LANGUAGE 13DL208 taught by Professor Wang during the Fall '13 term at East China Normal University.
- Fall '13