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Many of
the most memorable ad campaigns nowadays tend to be funny. Advertisers use this
strategy to attract customers to their products. Audiences like to be
entertained not forced. People will pay more attention to a humorous commercial
than a factual serious one opening themselves up to be influenced. The key to
funny advertising is assuring the humor is appropriate to both the product and
customers. The balance between being funny and being obnoxious can often be
delicate, and a marketer must be certain the positive effects outweigh the
negative before an advertisement can be introduced.
The
best products to sell using humor tend to be those that consumers think the
least about. Products that are relatively inexpensive and often consumable can
be represented without providing a lot of facts, and that's where there's room
for humor. Candy, too, food, and entertainment-related products such as toys
have got the most benefits from humor in their campaigns. One of the most
important things to keep in mind is relevance to the product.
Another
point to consider when using humor in advertising is that different things are
funny to different people. A commercial that may make one person burst into
laughter may leave a bad taste in another's mouth. The target market must
always be considered, what's funny in a client presentation may not be funny on
an airplane, at a country club or in hospital.
Humor
in advertising tends to improve brand recognition but does not improve product
recall message credibility, or buying intentions. In other words, consumers may
be familiar with a good feeling towards the product, but their purchasing
decisions will probably not be affected. One of the major keys to a successful
humorous campaign is variety. Once a commercial start to wear out, it's
impossible to save ii without some variation on the concept Humorous campaigns
are often expensive because they have to be constantly changed. Advertisers
must remember that while making customers laugh, they have to keep thing interesting
because old jokes die along with their products.
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