統測
105年
[外語群英語類] 專業科目(2)
第 25 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.
25. Which of the following is NOT mentioned about Iezzi’s book?
(A) It includes opinions and suggestions of professionals in advertising.
(B) It discourages readers from engaging in dishonest kinds of advertising.
(C) It sees the advertising process as also involving sharing of the message.
(D) It describes the comments of ordinary consumers who enjoyed reading ads.
- A It includes opinions and suggestions of professionals in advertising.
- B It discourages readers from engaging in dishonest kinds of advertising.
- C It sees the advertising process as also involving sharing of the message.
- D It describes the comments of ordinary consumers who enjoyed reading ads.
思路引導 VIP
請觀察文章的最後兩句話：作者提到這本書是『寫給誰看』的？而這本書的主要內容又是在『揭露（uncover）』什麼樣的資訊？這兩者之間是否有本質上的差別？
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