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GWD-31-Q5-Q8

GWD-31-Q5-Q8

A key decision required of advertising managers is whether a “hard-sell” or “soft-sell” strategy is appropriate for a specific target market. The hard-sell approach involves the use of direct, forceful claims regarding the benefits of the advertised brand over competitors’ offerings. In contrast, the soft-sell approach involves the use of advertising claims that imply superiority more subtly.




One positive aspect of the hard-sell approach is its use of very simple and straightforward product claims presented as explicit conclusions, with little room for confusion regarding the advertiser’s message. However, some consumers may resent being told what to believe and some may distrust the message. Resentment and distrust often lead to counterargumentation and to boomerang effects where consumers come to believe conclusions diametrically opposed to conclusions endorsed in advertising claims. By contrast, the risk of boomerang erects is greatly reduced with soft-sell approaches. One way to implement the soft-sell approach is to provide information that implies the main conclusions the advertiser wants the consumer to draw, but leave the conclusions themselves unstated. Because consumers are invited to make up their own minds, implicit conclusions reduce the risk of resentment, distrust, and counterargumentation.




Recent research on consumer memory and judgment suggests another advantage of implicit conclusions. Beliefs or conclusions that are self-generated are more accessible from memory than beliefs from conclusions provided explicitly by other individuals, and thus have a greater impact on judgment and decision making. Moreover, self-generated beliefs are often perceived as more accurate and valid than the beliefs of others, because other individuals may be perceived as less knowledgeable, or may be perceived as manipulative or deliberately misleading.




Despite these advantages, implicit conclusions may not always be more effective than explicit conclusions. One risk is that some consumers may fail to draw their own conclusions and thus miss the point of the message. Inferential activity is likely only when consumers are motivated and able to engage in effortful cognitive processes. Another risk is that some consumers may draw conclusions other than the one intended. Even if inferential activity is likely, there is no guarantee that consumers will follow the path provided by the advertiser. Finally, a third risk is that consumers may infer the intended conclusion but question the validity of their inference.

6: It can be inferred from the passage that the research mentioned in line 43 (Recent research on consumer memory and judgment) supports which of the following statements?  (c)



A.implicit conclusions are more likely to capture accurately the point of the advertiser’s message than are explicit conclusions.



B.Counterargument action is less likely to occur if an individual’s beliefs or conclusions are readily accessible from memory.





C.The hard-sell approach results in conclusions that are more difficult for the consumer to recall than are conclusions resulting from the soft-sell approach.




D.When the beliefs of others are presented as definite and forceful claims, they are perceived to be as accurate as self-generated beliefs.




E.Despite the advantages of implicit conclusions, the hard-sell approach involves fewer risks for the advertiser than does the soft-sell approach.

这道题B 和c到底哪个好??  我倾向于b




7: It can be inferred from the passage that one situation in which the boomerang effect often occurs is when consumers  (e)




A.have been exposed to forceful claims that are diametrically opposed to those in an advertiser’s message




B.have previous self-generated beliefs or conclusions that are readily accessible from memory




C.are subjected to advertising messages that are targeted at specific markets to which those consumers do not belong




D.are confused regarding the point of the advertiser’s message




e.come to view the advertiser’s message with suspicion




这道题A错在哪里????


谢谢!!!


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A是解释boomerang effect是什么,而题干问的是boomerang effect什么情况下会发生……
A选项他喵的是个trap……

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补充一下,LS的我,说得是第七题。

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我解释一下A选项啊,我当时也选A了,A却是是个陷阱,我们很容易掉沟里。。。
原文说的是当“广告商想表达的claims和消费者的认知出现冲突的时候,boomerang effect 就产生了”,就是说广告商说我这个产品富含什么什么物质,怎么怎么好,但是消费者一听,不对啊,我记得什么什么物质没有这种功效啊,这时候boomerang effect 就产生了。然而A说:consumers have been exposed to forceful claims that are diametrically opposed to those in an advertiser’s message,看好喽,中间那个that是修饰claims的,翻译过来就是:当消费者have been exposed这种forceful claims时,哪种claims呢?那些opposed to advertiser的cliams,也就是说和广告商的观点相冲突的claims,把原文的意思弄反了,完完全全地陷阱,我深表摔得很疼。

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文章没有说ss优于hs吧,而且第二段中还有明确的By contrast,他在后面相当于是对二者的优缺点都进行了阐释,所以更应该是比较吧!

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我想问一下第五题。我认为选B。我觉得全文主要是在陈述ss的战略优于hs的战略的方面,尽管最后一段提到了三个ss战略的缺点,但是我认为这是在补充说明ss的战略并不完美,增加文章的严谨程度。所以并不是主要在比较两个战略的优缺点...希望大家能够探讨一下

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明白E选项了~~但是对A为什么错还是很模糊~~哪位nn能够提供更好的解释~~谢谢啦

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A是陷阱。题目问的是boomerang effect在什么情况下发生?文中说得很清楚:Resentment and distrust often lead to boomerang effect。所以同义替换distrust——suspicion。A选项是where…,这是进一步修饰boomerang effect的

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我认为b不对
Resentment and distrust often lead to counterargumentation and to boomerang effects whe ...
xuchaodream 发表于 2012-8-24 21:27


觉得是A啊,选项都说了是consumer了
而且A选项是从文中这句话看出来的
Resentment and distrust often lead tocounterargumentation and to boomerang effects [whereconsumers come to believe conclusions diametrically opposed to conclusionsendorsed in advertising claims.
A选项说




A.       havebeen exposed to forceful claims that are diametrically opposed to those in anadvertiser’s message




难道不是这具话的细节改写吗?




而E文中哪里说了boomerang跟suspiciou的关系了?


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我认为b不对
Resentment and distrust often lead to counterargumentation and to boomerang effects where consumers come to believe conclusions diametrically opposed to conclusions endorsed in advertising claims
提到了hard sell 的不足之处,
在题目中提问的那个句子里提到的是为什么soft好的的原因
原文本来就说Beliefs or conclusions that are self-generated are more accessible from memory than beliefs from conclusions provided explicitly by other individuals
b选项的if后面的内容也就是原文的意思呀
counterargumentation 本来就存于hard sell 中的
a选项本身就有歧义
have been exposed to
是消费者 还是广告?
应该是广告
e要严禁的多

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