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Unformatted text preview: sers employ is centered on the use of exaggeration. Consumer protection groups and parents believe that children are largely illequipped to recognize such techniques and that often exaggeration is used at the expense of product information. Claims such as " the best” or “better than" can be subjective and misleading; even adults may be unsure as to their meaning. They represent the advertiser's opinions about the qualities of their products or brand and, as a consequence, are difficult to verify. Advertisers sometimes offset or counterbalance an exaggerated claim with a disclaimer—a qualification or condition on the claim. For example, the claim that breakfast cereal has a health benefit may be accompanied by the disclaimer "when part of a nutritionally balanced breakfast. ” However, research has shown that children often have difficulty understanding disclaimers: children may interpret the phrase “when part of a nutritionally balanced breakfast" to mean that the cereal is required as a necessary part of a balanced breakfast. The author George Comstock suggested that less than a quarter of children between the ages of six and eight years old understood standard disclaimers used in many toy advertisements and that disclaimers are more readily comprehended when presented in both audio and visual formats. Nevertheless, disclaimers are mainly presented in audio format only.
2. The word “Verify” in the passage is closest in meaning to
○establish the truth of
○approve of ○understand ○criticize
3.In paragraph 2, what is one reason that claims such as “the best” or “better than” can be misleading?
○They represent the opinions of adults, which are often different from those of children.
○They generally involve comparisons among only a small group of products.
○They reflect the attitudes of consumer protection groups rather than those of actual consumers.
○They reflect the advertiser's viewpoint about theproduct.
4.Cereal advertisements that include the statement “ when part of a nutritionally balanced breakfast " are trying 390
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to suggest that
○the cereal is a desirable part of a healthful, balanced breakfast
○the cereal contains equal amounts of all nutrients
○cereal is a healthier breakfast than other foods are
○the cereal is the most nutritious part of the breakfast meal
5. According to paragraph 2, all of the following are true of disclaimers made in advertisements EXCEPT:
○They are qualifications or conditions put on a claim.
○They may be used to balance exaggerations.
○They are usually presented in both audio and visual formats.
○They are often difficult for children to understand.
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 tele...
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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