1、睿途教育 睿途教育 北美留学长线规划专家Children and AdvertisingYoung children are trusting of commercial advertisements in the media, and advertisers have sometimes been accused of taking advantage of this trusting outlook. The Independent Television Commission, regulator of television advertising in the United Kingdo
2、m, has criticized advertisers for “misleadingness“creating a wrong impression either intentionally or unintentionallyin an effort to control advertisers use of techniques that make it difficult for children to judge the true size, action, performance, or construction of a toy.General concern about m
3、isleading tactics that advertisers employ is centered on the use of exaggeration. Consumer protection groups and parents believe that children are largely ill-equipped to recognize such techniques and that often exaggeration is used at the expense of product information. Claims such as “the best“ or
4、 “better than“ can be subjective and misleading; even adults may be unsure as to their meaning. They represent the advertisers 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 w
5、ith a disclaimera 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 disclaime
6、rs: 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 st
7、andard 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.Fantasy is one of the more common techniques in advertising that could possibly m
8、islead a young audience. Child-oriented 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
9、 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 childrens attention, particularly in food advertising. Advertisements for break
10、fast cereals have, for many years, been found to be 睿途教育 睿途教育 北美留学长线规划专家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,
11、rational appeals in advertising aimed at children are limited, as most advertisements use emotional and indirect appeals to psychological states or associations.The use of celebrities such as singers and movie stars is common in advertising. The intention is for the positively perceived attributes o
12、f the celebrity to be transferred to the advertised product and for the two to become automatically linked in the audiences mind. In childrens advertising, the “celebrities“ are often animated figures from popular cartoons. In the recent past, the role of celebrities in advertising to children has o
13、ften 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 childrens show about a cartoon lion contains an ad in which the sa
14、me lion promotes a breakfast cereal. The psychologist Dale Kunkel showed that the practice of host selling reduced childrens ability to distinguish between advertising and program material. It was also found that older children responded more positively to products in host selling advertisements.Reg
15、arding 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 credibl
16、e 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 adve
17、rtisements could negatively affect the childrens perceptions of a product if the children did not like the celebrity in question.Paragraph 1: Young children are trusting of commercial advertisements in the media, and advertisers have sometimes been accused of taking advantage of this trusting outloo
18、k. The Independent Television Commission, regulator of television advertising in the United Kingdom, has criticized advertisers for “misleadingness“creating a wrong impression either intentionally or unintentionallyin an effort to control advertisers use of techniques that make it difficult for chil
19、dren to judge the true size, action, performance, or construction of a toy.Comment A.CHANG1: 依据difficult judgment定位到段落最后一句“The Independent Television Commission, regulator of television advertising in the United Kingdom, has criticized advertisers for “misleadingness” creating a wrong impression eit
20、her intentionally or unintentionally in an effort to control advertisers use of techniques that make it difficult for children to judge the true size, action, performance, or construction of a toy.”意思是：独立电视委员会，作为联合王国电视广告的管理者，批评广告商的误导性质（蓄意或非蓄意地创造错误印象） ，努力控制广告商一些技术的使用，这些技术可能会使得孩子们很难判断玩具的大小、动作、性能和构造。能明
21、显判断出没谈到价格，其实常识也知道东西都是明码标价的。Comment A.CHANG2: a) Establish the truth of （建立的真实性）b) Approve of （同意）c) Understand （理解）d) Criticize （批评）解析：查字典：verify：to establish the truth, accuracy, or reality of； 释义来自韦氏大辞典。Comment A.CHANG3: 回到段落原句“Claims such as the best or better than can be subjective and misleadin
22、g; even adults may be unsure as to their meaning.”意思是：“最好”和“比。 。好”的说法是主观且误导人的，就算是成年人也无法确定它们的意思。再往下看一句“They represent the advertisers opinions about the qualities of their products or brand and , as a consequence, are difficult to verify.”意思是：它们代表的是广告商对他们产品质量或品牌的观点，因此这很难验证。因此，答案选择第四项；睿途教育 睿途教育 北美留学长线
23、规划专家1.Which of the following is NOT mentioned in paragraph 1 as being a difficult judgment for children to make about advertised toys? How big the toys areHow much the toys costWhat the toys can doHow the toys are madeParagraph 2: General concern about misleading tactics that advertisers employ is c
24、entered on the use of exaggeration. Consumer protection groups and parents believe that children are largely ill-equipped 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 misleadin
25、g; even adults may be unsure as to their meaning. They represent the advertisers 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 disclaimera qualification or condition o
26、n 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 pa
27、rt 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 advertisem
28、ents 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 toestablish the truth ofapprove of understand criticize3.In paragraph
29、 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 g
30、roups rather than those of actual consumers.Comment A.CHANG4: 回到原句“For example, the claim that breakfast cereal has a health benefit may be accompanied by the disclaimer “when part of a nutritionally balanced breakfast.”意思是：比如，早餐谷物对身体健康的说法一般都会伴随一个免责声明， “营养均衡早餐的一部分” 。这只是一个例子，我们往前看一句“Advertisers somet
31、imes offset or counterbalance an exaggerated claim with a disclaimer a qualification or condition on the claim.”意思是：广告商有时会用免责声明来抵消一个夸张的说法，免责声明就是在原来说法上的一个限制或条件。所以阴影部分就是一个免责申明的例子，所以肯定是为了给吹牛夸张开脱的，那么选项二， 三，四全部都是吹牛，夸张，所以不选，只有选项一是合理的。Comment A.CHANG5: 段落最后一句“Nevertheless, disclaimers are mainly presented
32、in audio format only.”意思是：然后，免责申明主要是以音频方式展示。因此选项三错；段落第五句“Advertisers sometimes offset or counterbalance an exaggerated claim with a disclaimer a qualification or condition on the claim.”意思是：广告商有时会用免责声明来抵消一个夸张的说法，免责声明就是在原来说法上的一个限制或条件。因此选项一和二正确。第七句“However, research has shown that children often have
33、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.”意思是：然后，研究显示孩子通常很难理解免责申明：孩子们可能会把刚才那句话“在一个营养均衡的早餐时”理解为谷物是平衡早餐的必要部分。因此选项四对。Comment A.CHANG6: a) Res
34、ponsible （有责任的）b) Skillful （熟练的）c) Patient （耐心的）d) Curious （好奇的）解析：查字典：adept：Someone who is adept at something can do it skillfully.Comment A.CHANG7: 段落倒数第二句“Generally, there is uncertainty as to whether very young children can distinguish between fantasy and reality in advertising.” 意思是：大体上，关于儿童能否区
35、分广告中的幻想和现实是不确定的。选项一就是这句话的paraphrase，所以正确。睿途教育 睿途教育 北美留学长线规划专家They reflect the advertisers viewpoint about the product.4.Cereal advertisements that include the statement “when part of a nutritionally balanced breakfast” are trying to suggest that the cereal is a desirable part of a healthful, balance
36、d breakfastthe cereal contains equal amounts of all nutrientscereal is a healthier breakfast than other foods arethe cereal is the most nutritious part of the breakfast meal5. According to paragraph 2, all of the following are true of disclaimers made in advertisements EXCEPT: They are qualification
37、s 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 audien
38、ce. Child-oriented 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
39、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 childrens attention, particularly in food advertising. Advertisements for breakfast cereals have, fo
40、r 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
41、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 responsibleskillfulpatientcurious7. Paragraph 3 indicates that there is uncertainty about which of the following issues
42、involving children and fantasy in advertising?Comment A.CHANG8: 选项一错，理性吸引不是被儿童限制的。选项二错，理性吸引不是被儿童的心理状态和联系所限制的。现象四错，理性吸引不是被儿童限制的。Comment A.CHANG9: a) Evaluations （估计）b) Attitudes （态度）c) Actions （动作）d) Characteristics （属性）解析：查字典：An attribute is a quality or feature that someone or something has.Cruelty
43、 is a normal attribute of human behaviour.= characteristic；睿途教育 睿途教育 北美留学长线规划专家Whether children can tell if what they are seeing in an advertisement is real or fantasyWhether children can differentiate fantasy techniques from other techniques used in advertisingWhether children realize how commonly
44、fantasy techniques are used in advertising aimed at themWhether 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 lea
45、ve out essential information.Rational appeals in advertising are certainly limited by childrens emotional immaturity and the indirect nature of their associations.Indirect appeals to childrens psychological states or associations can limit the effectiveness of rational appeals in advertising.Rationa
46、l 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.Paragraph 4: The use of celebrities su
47、ch 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 audiences mind. In childrens advertising, the “celebrities“ are often an
48、imated 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 childrens show about 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 childrens abi
