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Most people would probably agree that many individual consumer adverts function on the lev

el of the daydream. By picturing quite unusually happy and glamorous people whose success in either career or sexual terms, or both, is obvious, adverts construct an imaginary world in which the reader is able to make come true those desires which remain unsatisfied in his or her everyday life.

An advert for a science fiction magazine is unusually explicit about this. In addition to the primary use value of the magazine, the reader is promised access to a wonderful universe through the product-access to other mysterious and tantalizing worlds and epochs, the realms of the imagination. When studying advertising, it is therefore unreasonable to expect readers to decipher adverts as factual statements about reality. Most adverts are just too meager in informative content and too rich in emotional suggestive detail to be read literally. If people read them literally, they would soon be forced to realize their error when the glamorous promises held out by the adverts didn't materialize.

The average consumer is not surprised that his purchase of the commodity does not redeem the promise of the advertisement, for this is what he is used to in life: The individual's pursuit of happiness and success is usually in vain. But the fantasy is his to keep; in his dream world he enjoys a "future endlessly deferred" .

The Estivalia advert company is quite explicit about the fact that advertising shows us not reality, but a fantasy; it does so by openly admitting the daydream but in a way which insists on the existence of a bridge linking daydream to reality—Estivalia, which is "for daydream believers", those who refuse to give up trying to make the hazy ideal of natural beauty and harmony come true.

If adverts function on the daydream level, it clearly becomes inadequate to merely condemn advertising for channeling readers' attention and desires towards unrealistic, paradisiacal (天堂似的) nowhere land. Advertising certainly does that, but in order for people to find it relevant, the Utopia(乌托邦)visualized in adverts must be linked to our surrounding reality by a causal connection.

The people in adverts are in most cases______.

A.glamorous

B.arrogant

C.obvious

D.sexy

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更多“Most people would probably agree that many individual consumer adverts function on the lev”相关的问题

第1题

They see many things which most people would fail____.A: seeB: to seeC: seeingD: seen

They see many things which most people would fail____.

A: see

B: to see

C: seeing

D: seen

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第2题

Scientists could see many things that most people would to see.A. fellB. failC. fallD. f

Scientists could see many things that most people would to see.

A. fell

B. fail

C. fall

D. fill

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第3题

Most people would like to be ___ with others, but not everyone can achieve this goal.

A.pollution

B.pop

C.population

D.popular

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第4题

The mere fact _________ most people believe nuclea

r war would be madness does not mean that it will not occur.

A) what B) which C) that D) why

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第5题

The paragraph following this one would most likely deal with ______.A.why some people can

The paragraph following this one would most likely deal with ______.

A.why some people can hear better than others

B.what can be done to help the hearing impaired

C.how this new auditory test is conducted

D.which hearing problems are the most severe

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第6题

He strongly suspects that most ___ people would agree with him.

Acommon

Bordinary

Cusual

Dgeneral

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第7题

Scientists could see many things that most people would ______ to see。A. feelB. failC.

A. feel

B. fail

C. fall

D. fill

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第8题

The rise of multinational corporations (跨国公司), global marketing, new communications te

The rise of multinational corporations (跨国公司), global marketing, new communications technologies, and shrinking cultural differences have led to an unparalleled increase in global public relations or PR.

Surprisingly, since modern PR was largely an American invention, the U. S. leadership in public relations is being threatened by PR efforts in other countries. Ten years ago, for example, the world's top five public relations agencies were American-owned. In 1991, only one was. The British in particular are becoming ore sophisticated and creative. A recent survey found that more than half of all British companies include PR as part of their corporate (公司的) planning activities, compared to about one-third of U. S. companies, It may not be long before London replaces New York as the capital of PR.

Why is America lagging behind in the global PR race? First, Americans as a whole tend to be fairly provincial and take more of an interest in local affairs. Knowledge of world geography, for example, has never been strong in this country. Secondly, Americans lag behind their European and Asian counterparts (相对应的人) in knowing a second language. Less than 5 percent of Burson-Marshall's U. S. employees know two languages. Ogilvy and Mather has about the same percentage conversely, some European firms have half or more of their employees fluent in a second language. Finally, people involved in PR abroad tend to keep a closer eye on international affairs. In the financial PR area, for instance, most Americans read the Wall Street Journal. Overseas, their counterparts read the Journal as well as the Financial Times of London and The Economist, publications not often read in this country.

Perhaps the PR industry might take a lesson from Ted Turner of CNN(Cable News Network). Turner recently announced that the word "foreign" would no longer be used on CNN news broadcasts. According to Turner, global communications have made the nations of the world so interdependent that there is no longer any such thing as foreign.

According to the passage, U. S. leadership in public relations is being threatened because ______ .

A.an unparalleled increase in the number of public relations companies

B.shrinking cultural differences and new communications technologies

C.the decreasing number of multinational corporations in the U. S.

D.increased efforts of other countries in public relations

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第9题

英语填空题急求解释

More sleep in old age, however, is 50.____with better health, and most older people would feel better and more 51.____if they slept for longer periods, he said.

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第10题

169Which of the following would most likely increase the accuracy of estimating the projec

169 Which of the following would most likely increase the accuracy of estimating the project cost? A. Pricing out the work at lower levels in the work breakdown structure.

B. Using historical data.

C. Talking to people who have worked on similar projects.

D. All of the above.

E. A and C only

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第11题

The passage mainly tells us that______.A. money is the most important thing B. there

The passage mainly tells us that______.

A. money is the most important thing

B. there is something more important than money

C. we should look into their eyes while talking to people

D. the more money you have, the less happy you would be

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