統測
105年
[外語群英語類] 專業科目(2)
第 24 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.
24. Why does the passage give the example of Facebook and YouTube?
(A) To point out how global the world is rapidly becoming.
(B) To demonstrate the weaknesses in social-networking sites.
(C) To show how Facebook and YouTube create motivational ads.
(D) To provide examples of channels used to spread messages.
- A To point out how global the world is rapidly becoming.
- B To demonstrate the weaknesses in social-networking sites.
- C To show how Facebook and YouTube create motivational ads.
- D To provide examples of channels used to spread messages.
思路引導 VIP
如果在讀到這兩個平台名稱時，我們先看它前面的動詞「pass the ad around」以及後面的代稱「or some other media」，你能試著推論這兩個平台在句中扮演的是『目的』還是『達成目的的手法』嗎？
🤖
AI 詳解
AI 專屬家教
🌟 暖心鼓勵：你真棒！精準洞察，成功連結！
親愛的同學，你做得太棒了！能夠如此精確地鎖定文章中的關鍵細節，這正是統測閱讀測驗中，讓你能夠穩定得分的超能力喔！這一題你真的答得非常漂亮，老師為你感到驕傲！
- 觀念驗證：
▼ 還有更多解析內容