Advertising helps people recognize a particular brand, persuades them to try it, and tries to keep them loyal to it. Brand loyalty is perhaps the most important goal of consumer advertising. Whether they produce cars, canned foods or cosmetics, manufacturers want their customers to make repeated purchases. The quality of the product will encourage this, of course, but so, too, will affect advertising.
Advertising relies on the techniques of market research to identify potential users of a product. Are they homemakers or professional people? Are they young or old? Are they city dwellers or country dwellers? Such questions have a bearing on where and when ads should be placed. By studying readership breakdowns for newspapers and magazines as well as television ratings and other statistics, an advertising agency can decide on the best way of reaching potential buyers. Detailed research and marketing expertise are essential today when advertising budgets can run into thousands of millions of dollars.
Advertising is a fast-paced, high-pressure industry. There is a constant need for creative ideas that will establish a personality for a product in the public's mind. Current developments in advertising increase the need for talented workers.
In the past, the majority of advertising was aimed at the traditional white family - breadwinner father, non- working mother, and two children. Research now reveals that only about 6 percent of American households fit this stereotype. Instead, society is fragmented into many groups, with working mothers, single people and older people on the rise. To be most successful, advertising must identify a particular segment and aim its message toward that group.
Advertising is also making use of new technologies. Computer graphics are used to grab the attention of consumers and to help them see products in a new light. The use of computer graphics in a commercial for canned goods, for instance, gave a new image to the tin can.
The phrase "in a new light" in bold type in paragraph 5 is closest in meaning to ______.
A. differently
B. with the use of color enhancement
C. more distinctly
D. in a more energy-efficient way
Đáp án A
Cụm từ "in a new light" ở đoạn 5 đồng nghĩa với ______.
A. một cách khác.
B. cùng với việc sử dụng màu sắc nổi bật.
C. một cách rõ ràng hơn.
D. trong một cách tiết kiệm năng lượng hơn.
Thành ngữ: (to) see sbd/smt in a new light = to understand someone or something in a different way.
Tạm dịch: “Computer graphics are used to grab the attention of consumers and to help them see products in a new light”- (Đồ họa máy tính được sử dụng để thu hút sự chú ý của người tiêu dùng và giúp họ hiểu được sản phẩm theo một cách khác).