Until recently, women in advertisements wore one of three thingsan apron, a glamorous dress or a frown. Although that is now changing, many women still feel angry enough to deface offending advertisements with stickers protesting, This ad degrades women. Why does this sort of advertising exist? How can advertisers and ad agencies produce, sometimes, after months of research, advertising that offends the consumer?
The Advertising Standards Authority is carrying out research into how women feel about the way they are portrayed in advertisements. Its conclusions are likely to be what the advertising industry already knows: although women often irritated by the way they are seen in ads, few feel strongly enough to complain.
Women are not the only victims of poor and boring stereotypesin many TV commercials men are seen either as useless, childish oafs who are unable to perform the simplest household tasks, or as in considerate boors, permanently on the lookout for an escape to the pub. But it is women who seem to bear the brunt of the industrys apparent inability to put people into an authentic present-day context.
Yet according to Emma Bennett, executive creative director of a London advertising agency, women are not infuriated by stereotypes and sexist advertising. It tends to wash over them, they are not militant or angrythey just find it annoying or tiresome. They reluctantly accept outdated stereotypes, but heave a sigh of relief when an advertisement really gets it right.
She says that it is not advertisings use of the housewife role that bothers women, but the way in which it is handles. Researchers have often asked the wrong questions. The most important thing is the advertisements tone of voice. Women hate being patronized, flattered or given desperately down-to-earth commonsense advice.
In the end, the responsibility for good advertising must be shared between the advertiser, the advertising agency and the consumer. Advertising does not set trends but it reflects them. It is up to the consumer to tell advertisers where they fail, and until people on the receiving end take the business seriously and make their feelings known, the process of change will remain laboriously slow.
1.Despite recent changes in attitudes, some advertisements still fail to ___.
A.change womens opinions of themselves
B.show any understanding of peoples feelings
C.persuade the public to buy certain products
D.meet the needs of the advertising industry
2.According to the writer, the commonest fault of present day advertising is to ___.
A.condemn the role of the housewife
B.ignore protests about advertisements
C.present a misleading image of women
D.misrepresent the activities of men
3.Research suggests that the reaction of women towards misrepresentation by advertisement is ___.
A.apathy
B.hostility
C.approbation
D.unbelief
4.Emma Bennett suggests that advertisement ought to ___.
A.give further emphasis to practical advice
B.change their style rather than their content
C.use male images instead of female ones
D.pay more compliments to women than before
5.Ultimately the advertising industry should ___.
A.take its job more earnestly
B.do more pioneering work
C.take notice of the public opinion
D.concentrate on the products advertised.
第51篇答案:BCABC
关系副词引导的定语从句
比较状语从句与方式状语从句的用法归纳
谈谈英语状语从句的省略问题
so…that与such…that
哪些从句可用一般现在时表示将来
although 与 though的用法区别
使用关系副词的三点注意
介词+关系词
关系代词that 的用法
用作从属连词的六类名词结构
英语原因状语从句的用法及有关说明
英语方式状语从句的用法及有关说明
unless与if…not…同与异
判断关系代词与关系副词
使用because的五注意
英语语法详解:时间状语从句(两大条)
定语从句
可用于引导状语从句的“六类名词”
英语语法详解:结果状语从句(五个方面)
引导时间状语从句的五类引导词
时间或地点名词后一定要用where, when来引导定语从句吗
谈谈since从句的翻译问题
It’s time后接定语从句的几点用法说明
学习英语地点状语从句的四个要点
关系代词引导的定语从句
英语八类状语从句的用法归纳
that还是when
英语时间状语从句的用法及有关说明
英语语法详解:原因状语从句(四大点)
as, which 非限定性定语从句
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