| 词条 | unit6 1-8 |
| 释义 | From the title of unit six, I know this text is about advertising. And, here “claim” does not mean “say” or “demand”. It refers to the verbal or print part of an ad that makes some assertion of superiority for the product being advertising. In paragraph one; I am puzzled by the phrase “habitants of consumerland”. After reading some references, I get it. The word “consumerland” is an amusing term used to describe the consumer society; the phrase just refers to the consumers. In paragraph two: Though many people are believers in their immunity to advertising, the author of the essay thinks that a well-designed advertising works below the level of conscious awareness and even works on those who claim immunity to its message. I am not familiar with the sentence “Ads are designed to have an effect while being laughed at, belittled, and all but ignored.” The phrase “all but” in the sentence means “All except”. In paragraph three: The first sentence attracts me—“a person unaware of advertising’s influence on him is precisely the one most vulnerable to the adman’s attack”. The word “attack” here means “a vigorous attempt to persuade consumers to buy their products”. This paragraph tells us that the purpose of studying advertising is to raise the level of awareness about the persuasive techniques used in ads. In paragraph four: Though an analysis of the language of the advertising claim, the author found that most ads balance on the narrow line between truth and falsehood by a careful choice of words. In paragraph five: why there are so many ad claims fall into the category of false information? Because they are applied to parity products, those in which all or most of the brands available are nearly identical. In paragraph six: the first sentence confuses me—“The first rule of parity claims involves the Alice-in-Wonderland use of the words “better” and “best”. Here reference is made to this children’s book because it is full of words which have absurd meanings. The use of “better” and “best” and “best” for “equal to” is equally absurd. In this paragraph, I get some ideas. The only time “better” can be used in when a product does indeed have superiority over other products in its category or when the “best” is used to compare the product with something other than competing brands. Here “something other than competing brands” means something that is not in that product category. |
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