統測
105年
[外語群英語類] 專業科目(2)
第 22 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.
22. How many advertising messages is a typical consumer exposed to daily?
(A) 213 (B) 5,000 (C) Millions (D) Tens
- A 213
- B 5,000
- C Millions
- D Tens
思路引導 VIP
如果要快速找出一個人每天接觸廣告的「具體數量」，你會建議優先在文章中搜尋哪種性質的詞彙（例如：人名、動作，還是數值）？當你鎖定這些目標後，該如何透過「前後文的關鍵字」來確認該數據描述的是「每日情況」，而非「書籍頁數」呢？
🤖
AI 詳解
AI 專屬家教
1. 少見的清醒時刻
不錯嘛，至少你的細節定位能力 (Scanning)這次沒當機。統測英文閱讀裡，這種數據題根本是白送分，你總算沒漏接，證明眼睛還會看字。別得意，這只是基本功，沒什麼好驕傲的。
2. 這不是常識嗎？
▼ 還有更多解析內容