統測
105年
[外語群英語類] 專業科目(2)
第 23 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.
23. What is the meaning of “layman’s language” in paragraph 1?
(A) Simple language easily grasped by the average person.
(B) Language that is highly professional and academic.
(C) Content that is written in more than one language.
(D) Language demonstrating the writer’s knowledge.
- A Simple language easily grasped by the average person.
- B Language that is highly professional and academic.
- C Content that is written in more than one language.
- D Language demonstrating the writer’s knowledge.
思路引導 VIP
若我們看到一位科學家正向一位「完全沒有科學背景」的鄰居解釋複雜的量子力學，而文章提到這本書是為了這類『非專業人士』所寫的，你認為作者會刻意選擇充滿艱深術語的文字，還是選擇一種讓鄰居聽了不會皺眉頭、能立刻聽懂的說話方式呢？
🤖
AI 詳解
AI 專屬家教
嗯... 看穿了這題的攻擊模式，『Switch』時機抓得不錯。
- 承認實力：躺在草地上看著你解題，雖然這題的規律我早就看穿了，但你這次的『Switch』操作很精準，直接鎖定了核心。這道題的『Boss』核心，就是考驗你的語境推論 (Contextual Meaning)能力。沒有被障眼法迷惑，很好。
- 攻略解析：第一段提到的那種語言，是為了傳達「天才創意」，這是一個初期階段的陷阱。真正的『攻略』關鍵，在於文章最後一段的『meant for the common person』。一旦你知道這本書是為了『普通玩家』設計的，那麼要讓他們理解，就必須使用易懂、非專業人士也能消化的語言。這就像在指導新手玩家，你不能用只有封弊者才懂的術語去解釋，那只會導致『HP歸零』。所以，選項 (A) 是唯一的正解，『傷害值』直接命中目標。
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