Celebrity endorsements
Despite the fact that companies believe celebrities had a lot of pull with regard to the buying trends of consumers, researchers have discovered that this does not seem to be the case. British and Swiss researchers carried out a study showing that advertisements made by celebrities like David Beckham and Scarlett Johansson are not as effective as those by ordinary people.
In a sample of 298 students, researchers presented a magazine advertisement for a digital camera that was endorsed (為…做廣告宣傳) by a fictional student claiming the camera was “hot” and his “preferred choice”. The same advertisement was shown to other students, but with a difference: The camera was endorsed by a famous person in Germany.
While the students said that both advertisements were beneficial, the one made by the student topped the celebrity one if students aimed to impress others with their purchases (購買). More than half of the students, who admitted purchasing products that would impress others, said they were influenced by the student’s advertisement. Only 20％ said the celebrity one would affect their buying decision.
Professor Brett Martin of the University of Bath’s School of Management, explained that the findings could be used not only in Germany, but in other countries as well. “ Our research questions whether celebrities are the best ways to sell products,” said Prof Martin.“Celebrities can be effective but we found that many people were more convinced by an endorsement from a fictional fellow student. This is because many people feel a need to keep up with the Jones when they buy.”
小題1:Some companies think the celebrities endorsement          ．
A．is popular with the consumers
B．can pull all the consumers into the shops
C．can affect the consumers’ purchasing
D．is as effective as an endorsement from common people
小題2:Which of the following ads would be more effective to common consumers, according to
the experiment?
An ad featuring lovely pandas.
An ad made by David Beckham.
An ad made by fictional common people.
An ad with beautiful natural scenery.
小題3:The underlined words “the Jones” in the last paragragh refer to“     ”．
A．someone called Jones B．common people
C．the Jones family D．celebrities
小題4:We can infer from the passage that       ．
A．celebrities cheat consumers in advertisement
B．the researchers here are against celebrity endorsement
C．the student’s ads are more reliable than those made by celebrities
D．companies needn’t spend so much money on celebrity endorsement
小題5:We can probably read the article in       ．
A．a(chǎn) local newspaperB．a(chǎn) science report
C．a(chǎn)n academic journal D．a(chǎn) textbook

小題1:C
小題2:C
小題3:B
小題4:D
小題5:A

試題分析：本文講述的是在銷售行業(yè)中的名人效應其實效果并不大，用普通人做的廣告，也許效果會更好。
小題1:C 細節(jié)題。根據(jù)文章第一句Despite the fact that companies believe celebrities had a lot of pull with regard to the buying trends of consumers,可知很多公司都認為名人效應可以讓人們多購買有關(guān)的產(chǎn)品。故C正確。
小題2:C 推理題。根據(jù)第一段最后一句British and Swiss researchers carried out a study showing that advertisements made by celebrities like David Beckham and Scarlett Johansson are not as effective as those by ordinary people.可知普通人做的廣告可能更有說服力。故C項正確。
小題3:B 推理題。根據(jù)This is because many people feel a need to keep up with the Jones when they buy.”可知這里的the Jones中使用“the+姓的復數(shù)形式”表示某某一家人。故B正確。
小題4:D 推斷題。推理題。根據(jù)文章第一段最后一句British and Swiss researchers carried out a study showing that advertisements made by celebrities like David Beckham and Scarlett Johansson are not as effective as those by ordinary people.可知普通人做的廣告可能更有說服力。那么公司沒有必要去邀請名人做廣告的，故D正確。
小題5:A 推理題。本文講述的是一項社會現(xiàn)象的調(diào)查報告的結(jié)果，不是科學研究，也不是醫(yī)學研究更不會出現(xiàn)在教科書里，最可能的是在報紙上出現(xiàn)。故A正確。
點評：本文講述的是在銷售行業(yè)中的名人效應其實效果并不大，用普通人做的廣告，也許效果會更好。要求考生在閱讀理解整體語篇的基礎(chǔ)上，把握文章的真正內(nèi)涵。要吃透文章的字面意思，從字里行間捕捉有用的提示和線索，這是推理的前提和基礎(chǔ);要對文字的表面信息進行挖掘加工，由表入里，由淺入深，從具體到抽象，從非凡到一般，通過分析、綜合、判定等，進行深層處理，符合邏輯地推理。不能就是論事，斷章取義，以偏概全。要忠實于原文，以文章提供的事實和線索為依據(jù)。
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Frequently Asked Questions
What is TEENSGIVING?
TEENSGIVING is an exciting yearly event where hundreds of New York City teens gather together yearly for a remarkable day of community service. This year, TEENSGIVING in SRING 2010 participants will once again better New York City and influence thousands of lives!
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SUNDAY, APRIL 25, 2010
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Who participates in TEENSGIVING?
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What projects do participants do at the agencies?
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Do I get anything for participating in TEENSGIVING?
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