Most people would probably agree that many individual consumer adverts function on the level of the daydream. By picturing quite unusually happy and glamorous people whose success in either career of sexual terms, or both, is obvious, adverts construct an imaginary world in which the reader is able to make come true those desires which remain unsatisfied in his or her everyday life.
An advert for a science fiction magazine is unusually explicit about this. In addition to the primary use value of the magazine, the reader is promised access to a wonderful universe through the productaccess to other mysterious and tantalizing worlds and epochs, the realms of the imagination. When studying advertising, it is therefore unreasonable to expect readers to decipher adverts as factual statements about reality. Most adverts are just too meagre in informative content and too rich in emotional suggestive detail to be read literally. If people read then literally, they would soon be forced to realize their error when the glamorous promises held out by the adverts didnt materialize.
The average consumer is not surprised that his purchase of the commodity does not redeem the promise of the advertisement, for this is what he is used to in life: the individuals pursuit of happiness and success is usually in vain. But the fantasy is his to keep; in his dream world he enjoys a future endlessly deferred.
The Estivalia advert is quite explicit about the fact that advertising shows us not reality, but a fantasy; it does so by openly admitting the daydream but in a way that insists on the existence of a bridge linking daydream to realityEstivalia, which is for daydream believers, those who refuse to give up trying to make the hazy ideal of natural beauty and harmony come true.
If adverts function on the daydream level, it clearly becomes in adequate to merely condemn advertising for channeling readers attention and desires towards an unrealistic, paradisiacal nowhere land. Advertising certainly does that, but in order for people to find it relevant, the utopia visualized in adverts must be linked to our surrounding reality by a casual connection.
1.The people in adverts are in most coves ___.
A.happy and glamorous
B.successful
C.obvious
D.both A and B
2.When the glamorous promises held out by the adverts didnt materialize the average consumer is not surprised, because ___.
A.The consumer is used to the fact that the individuals pursuit of happiness and success is usually in vain.
B.Adverts are factual statements about reality.
C.The consumer can come into the realms of imagination pictured by adverts.
D.Adverts can make the consumers dreams come true.
3.Whats the bridge linking daydream to reality in adverts?
A.The product.
B.Estivalia.
C.Pictures.
D.Happy and glamorous people.
4.Why does the consumer accept the daydream in adverts?
A.Because the consumer enjoys a future endlessly deferred.
B.Because the consumer gives up trying to make his dream come true.
C.Because the utopia is visualized in adverts.
D.Because his purchased of the commodity does not redeem the promise of the advertisement.
5.What is this passage mainly concerned with?
A.Many adverts can be read literally.
B.Everyone has a daydream.
C.Many adverts function on the level of the daydream.
D.Many adverts are deceitful because they can not make good their promises.
第56篇答案:DABAC
上一篇: 做到有的放矢弹无虚发
下一篇: 大学英语六级考试阅读必背词汇16
2017届高考英语语法专题复习教案:必备句型全归纳
重庆市北大附中重庆实验学校高三英语《高考英语语法:不定式》课件
高考英语总复习 模块2 完形填空课件(新人教版)
2017年高考冲刺总复习:第6部分-书面表达专题课件
2017年高考冲刺总复习:第6模块-阅读简答专题课件(湖南专用)
2017年高考冲刺总复习:第6模块-读写任务专题课件
2017届高考英语语法专题复习教案:As引导的从句
2017年高考冲刺总复习:第5部分-短文改错专题课件(课标专用)
2017届高考英语语法专题复习教案:英语方位表示法
广东省2017届高考英语一轮复习必修模块5 unit 15-2 Learning《 Lesson 2 Different Schools》课件(北师大版)
(湖南省专用)高考英语总复习 模块7-书面表达课件(新人教版)
2017届高考英语语法专题复习教案:特殊句式解题综合训练
(广东省专用)高考英语总复习 模块4 信息匹配课件(新人教版)
重庆市北大附中重庆实验学校高三英语《高考英语语法:被动语态》课件
(湖北省专用)高考英语总复习 模块5-短文写作课件(大纲人教版)
2017届高考英语语法专题复习教案:数词
(湖北省专用)高考英语总复习 模块3-阅读理解课件(大纲人教版)
2017届高考英语语法专题复习教案:词汇have用法大全
江苏省泗阳中学2017届高三英语三轮语法专题十六-倒装
广东省2017届高考英语新课标三轮总复习课件:语法讲练(北师大版)第1讲 主谓一致