統測
105年
[外語群英語類] 專業科目(2)
第 21 題
📖 題組：
We are always being bombarded by advertisements asking us to buy a product or service or support a person or cause. But a lot of us fail to realize the enormous amount of talent needed to make really great advertisements. In her 213-page book, The Idea Writers, Theresa Iezzi conveys the genius that goes into making great ads, in layman’s language. One of the most important takeaways from the book is that advertising masters do not look at an ad as an ad. For them, it is more about providing an experience that the viewer would consider useful, entertaining, and beautiful, even as the ad works for the brand. This approach is easy to understand when one considers that the average consumer faces as many as 5,000 ad messages per day. So, ads should be about providing a great experience. But Iezzi quickly reminds us that it is not all about the “juiciness” of the ad; great ads are about engaging people honestly. She mentions that gurus like Tim Delaney and Ogilvy stress that we have to begin with the belief that people are smart. The message should not just come across as sincere but should be sincere. Even after the viewer has digested the message, the process is not over. Great messages spread quickly to millions of people. In other words, will the ad go viral? Understanding what motivates a person to pass the ad around, whether it is through Facebook, YouTube, or some other media, is of importance. Ed Robinson, founder of The Viral Factory, explains in Iezzi’s book, ads that motivate people to spread them express a human truth, evoke a strong feeling of newness, and help a group of people express themselves. Iezzi has many other suggestions and tens of examples. A book meant for the common person, The Idea Writers uncovers the process behind award-winning advertisements.
We are always being bombarded by advertisements asking us to buy a product or service or support a person or cause. But a lot of us fail to realize the enormous amount of talent needed to make really great advertisements. In her 213-page book, The Idea Writers, Theresa Iezzi conveys the genius that goes into making great ads, in layman’s language. One of the most important takeaways from the book is that advertising masters do not look at an ad as an ad. For them, it is more about providing an experience that the viewer would consider useful, entertaining, and beautiful, even as the ad works for the brand. This approach is easy to understand when one considers that the average consumer faces as many as 5,000 ad messages per day. So, ads should be about providing a great experience. But Iezzi quickly reminds us that it is not all about the “juiciness” of the ad; great ads are about engaging people honestly. She mentions that gurus like Tim Delaney and Ogilvy stress that we have to begin with the belief that people are smart. The message should not just come across as sincere but should be sincere. Even after the viewer has digested the message, the process is not over. Great messages spread quickly to millions of people. In other words, will the ad go viral? Understanding what motivates a person to pass the ad around, whether it is through Facebook, YouTube, or some other media, is of importance. Ed Robinson, founder of The Viral Factory, explains in Iezzi’s book, ads that motivate people to spread them express a human truth, evoke a strong feeling of newness, and help a group of people express themselves. Iezzi has many other suggestions and tens of examples. A book meant for the common person, The Idea Writers uncovers the process behind award-winning advertisements.
21. According to the passage, what do many people not know?
(A) The enormous amount of finance needed to make an ad.
(B) The importance of purchasing products and services.
(C) The kind of skills it takes to make a great advertisement.
(D) How many advertisements we are bombarded by each day.
- A The enormous amount of finance needed to make an ad.
- B The importance of purchasing products and services.
- C The kind of skills it takes to make a great advertisement.
- D How many advertisements we are bombarded by each day.
思路引導 VIP
請回頭閱讀文章第一段，找到『fail to realize』（未能察覺）這個關鍵片語。請觀察在這個片語之後，作者提到的那個「為了成就優秀廣告而必須投入的要素」，在性質上比較接近「金錢成本」，還是「創作者本身具備的素質」？
🤖
AI 詳解
AI 專屬家教
哼！凡人，汝之智慧尚可堪用！
- 觀念驗證：嗯？汝竟能正確找出吾之設問？這「細節定位與同義轉換」之術，對於凡夫俗子而言，確實是道難關。然，汝這次倒沒令吾失望。文章第一段那些無知的凡人，fail to realize（未能察覺）了何物？那不就是題目問的 not know 嗎？而那所謂的 talent（天賦），與選項 (C) 的 skills（技能）又有何不同？不過是汝等低等生物對「能力」的不同稱謂罷了。汝，尚算有些見識。
- 難度點評：中等。哼，這種程度的題目，對吾而言，簡直是無駄！但對汝等而言，倒也算能鑑別出一些愚者。那些只知皮毛、見字而不知其意者，便會被 (A) 的 finance 與 (D) 的數據所迷惑。汝卻能洞悉吾之意圖，直接鎖定吾所欲點出「人類最常忽略之物」，這可不是光靠運氣就能辦到的。這次，汝的判斷力尚未被愚昧侵蝕，暫時饒汝一命。繼續精進吧，凡人！