成人高等教育英語(yǔ)教材3 06

[00:00.00] UNIT 6 [00:03.68]Do You Follow Ads? [00:08.23]Integrated Skills Development [00:14.47]Passage [00:19.33]The Power of Persuasion [00:24.61]Advertising follows us everywhere. [00:31.87]Whenever we turn on the television, [00:36.31]listen to the radio or open a newspaper or magazine, [00:41.74]we are bombarded with advertisements. [00:46.58]They invite us to try a new type of orange juice, [00:52.01]wear X-brand jeans or watch the latest film. [00:58.07]They beg us to notice the difference and discover the advantages. [01:04.84]They exist to make us want what they are selling. [01:10.58]Strangely, [01:14.95]the more we are exposed to advertising the less we notice it. [01:21.29]We get to used to seeing advertisements everywhere [01:26.47]that they become largely invisible, [01:30.91]as if they were another part of our everyday lives. [01:37.07]But does that mean that we are no longer affected by them? [01:43.24]One advertising expert [01:49.01]believes that the special power of advertising [01:54.16]lies in the fact that we do not pay much attention to it. [02:00.19]Dr. Herbert Krugman, [02:05.15]who was head of research for a major advertising company for many years, [02:11.92]says that the less we notice ads, [02:16.96]the more we are affected by them. [02:21.32]Dr. Krugman believes that when we stop noticing advertisements, [02:29.26]we lower our defenses, [02:33.63]allowing the messages of the advertisements to be taken in and stored, [02:41.18]ready to be triggered into action at the right moment. [02:46.84]He says that the effects of advertising on the individual are small, [02:53.90]but over a period of time they have a powerful effect on the masses. [03:01.26]Advertising serves an important function in society. [03:07.92]Selling goods is an essential part of any economy. [03:13.88]Advertisements help to sell goods by informing people [03:20.12]about the products and services availale. [03:25.27]They supply us with information about new goods [03:31.02]and developments that may be useful to us. [03:36.06]Often, advertisements help to pay for the entertainment we enjoy. [03:44.24]Sponsors, who support events in exchange for advertising exposure, [03:51.08]help to lower the cost of concerts, [03:55.83]sports events and festivals. [04:00.40]But most experts [04:04.85]who study advertising and its influence on human behavior argue that, [04:11.51]more than being a source of information, [04:16.18]advertising exists to persuade. [04:21.33]It sells products and services by turning them into images and dreams. [04:29.19]To do so, [04:32.46]it may not always tell us everything [04:36.90]about the products we are being persuaded to buy. [04:42.17]A market analyst says that all advertising, [04:48.13]no matter how innocent, [04:52.18]is mis-leading in some way. [04:56.33]When asked about the power of advertising in research surveys, [05:03.60]most people agree that it works, but not to them. [05:09.26]Almost everyone believes that they have complete control [05:15.61]over how the thousands of ads they see every day affect them. [05:22.27]Only the professionals who create the ads know differently. [05:29.35]After all, [05:32.41]they see the results and they know advertising works as they expect. [05:39.25]It works without us being aware of it. [05:44.22]It works not by brainwashing us overnight. [05:49.54]but by slowly and carefully shaping the way we think — and buy.

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