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  3. The 35-year-old Beijing woman is watching an ad showing a giant television m

The 35-year-old Beijing woman is watching an ad showing a giant television m

游客2024-03-30  39
问题     The 35-year-old Beijing woman is watching an ad showing a giant television made by the Chinese company Haier. A stream of introduction for the television floats in and out of view, including one about receiving electronic mail over the tube. A surfer rides the waves between skyscrapers, his wash leaving an "@" in the water. The ad is "too direct", she tells an interviewer. "There is this guy talking, telling me all about the product, showing me some images. We get it—but we don’t like it."
    Since a Shanghai television station aired China’s first TV commercial in 1979, most have been the plain, straightforward, tell-the-name-of-the-product-and-what-it-does kind. Those started disappearing in the U.S. in the late 1960s in favor of more subtle pitches using irony and humor. Now a study says Chinese commercials don’t have to talk down to consumers anymore either—at least the one-third of them living in China’s prosperous cities, and who most interest advertisers.
    Even the Western agencies that win awards elsewhere for hip, inventive commercials usually keep it simple in China. After all this country only began opening up 20 years ago and is fairly new to advertising. And to consumer culture, too. China is still a developing nation where an income of just $20,000 a year qualifies an urban household as middle-class. On the other hand, city people who once aspired to own the "big three"—a television, refrigerator and washing machine—have already moved up to DVD players and mobile phones. And with a population of 1.3 billion, the world’s largest, China is a huge market. That is why the world’s largest companies, from Coca-Cola to Procter & Gamble, are battling it out in China. Advertisers spent more than $500 million dollars through the first half of the year, estimates market researcher, making China the largest advertising market in Asia after Japan.
    The prevailing view of many of those advertisers and their agencies is that the Chinese don’t yet get clever or subtle advertising and they prefer a straightforward ad with lots of information. But the April survey of almost 500 people in five China’s largest cities discovered "a savvy urban population, tired of a diet of ’boring’ ads and hungry to be treated as the sophisticated decision-makers they are." In short, the Chinese appreciation of what makes a good ad is no different from their counterparts anywhere else in the world. [br] By saying "Chinese commercials don’t have to talk down to consumers"(Line 4, Para. 2), the author suggests that______.
选项 A、the plain and straightforward way of advertising should be abolished
B、it is not necessary to take up irony and humor in advertisement
C、advertisers are more interested in how to attract the high-class citizens
D、those disappearing in the U.S. may be just appropriate in China
答案 A
解析 第2段末句开头的now…either表明上句提到的在美国已弃用的广告方式现在也可在中国弃用了，而根据上句开头those started disappearing可推断在美国弃用的广告方式是指本段首句提到的简单直接的广告方式，由此可见，本题应选A。
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