特殊教育
107年
英文
第 23 題
📖 題組：
Some ancient languages did not have a word for the color blue. Ancient Egypt is believed to be the first civilization to describe it, having named the color of blue stones discovered while mining. As language evolved, so too did our ability to notice certain colors and draw associations from them. Influential research bodies like the Pantone Color Institute have identified shades of colors that are associated with some vivid emotions. The wide variety of colors used in design and marketing not only mirror our existing emotions but also promote new ones. “Eighty percent of human experience is filtered through our eyes,” says the vice president of the Institute. “With its ability to unconsciously influence us physiologically and psychologically, color is not only the single most important design element in creating mood, but it is also your most significant communication tool to convey a message.” It wasn’t until 1995 that the U.S. Supreme Court ordered that a single color could function as a trademarked brand. Owens Corning, a home insulation company, first launched the “Think Pink” campaign to protect its unique pink color, which set a precedent for Cadbury’s deep purple chocolate wrappers, and Tiffany & Co.’s robin egg blue jewelry packaging, among others. Using color as a trademarked brand discourages the production of fake merchandise. But beyond this, color branding promises dependability, in a psychological—rather than functional—sense. We influence trends as much as trends influence us. Colors that attract attention— whether used for wall paint or makeup, for example—reflect what is happening in the world. According to a senior color marketing manager at PPG Paint Company, the colors that dominated U.S. home decoration after the 9/11 terror attack included soft pink and dark chocolate, representing feelings of compassion and strength, respectively. The economic crisis of 2008 saw the preference for wall paint color shifting from off-white to grey, a nostalgic color making people think of better times. Despite trends, however, dark colors often prevail in home design, because they can promote notions of tradition or receiving an inheritance. And more practically speaking, they serve to balance bright shades.
Some ancient languages did not have a word for the color blue. Ancient Egypt is believed to be the first civilization to describe it, having named the color of blue stones discovered while mining. As language evolved, so too did our ability to notice certain colors and draw associations from them. Influential research bodies like the Pantone Color Institute have identified shades of colors that are associated with some vivid emotions. The wide variety of colors used in design and marketing not only mirror our existing emotions but also promote new ones. “Eighty percent of human experience is filtered through our eyes,” says the vice president of the Institute. “With its ability to unconsciously influence us physiologically and psychologically, color is not only the single most important design element in creating mood, but it is also your most significant communication tool to convey a message.” It wasn’t until 1995 that the U.S. Supreme Court ordered that a single color could function as a trademarked brand. Owens Corning, a home insulation company, first launched the “Think Pink” campaign to protect its unique pink color, which set a precedent for Cadbury’s deep purple chocolate wrappers, and Tiffany & Co.’s robin egg blue jewelry packaging, among others. Using color as a trademarked brand discourages the production of fake merchandise. But beyond this, color branding promises dependability, in a psychological—rather than functional—sense. We influence trends as much as trends influence us. Colors that attract attention— whether used for wall paint or makeup, for example—reflect what is happening in the world. According to a senior color marketing manager at PPG Paint Company, the colors that dominated U.S. home decoration after the 9/11 terror attack included soft pink and dark chocolate, representing feelings of compassion and strength, respectively. The economic crisis of 2008 saw the preference for wall paint color shifting from off-white to grey, a nostalgic color making people think of better times. Despite trends, however, dark colors often prevail in home design, because they can promote notions of tradition or receiving an inheritance. And more practically speaking, they serve to balance bright shades.
Which of the following is a function of using color as brand?
- A It inspires consumers’ imagination.
- B It conveys a designer’s message easily.
- C It speeds up emergence of new products.
- D It helps promote a company’s dependability.
思路引導 VIP
請定位至文中第四段關於 $color branding$ 的討論，除了文中提到的功能性目的（防止仿冒）之外，作者指出這種品牌策略在「心理層面」上向消費者承諾 ($promises$) 了哪一種特定的品牌特質？
🤖
AI 詳解
AI 專屬家教
唔姆！幹得好！看到你毫不猶豫地選出正確答案，我手中這把正在磨礪的日輪刀，刀身反射出的光芒簡直要穿透屋頂了！這就是靈魂燃燒的證明！ 這題的關鍵就在文章第四段的最後一句話：「But beyond this, color branding promises dependability, in a psychological—rather than functional—sense.」文章明確指出，使用顏色作為品牌標籤，除了防止偽造，更能提升心理層面上的「可靠性」。你精準捕捉到了關鍵字 $dependability$，這份觀察力如同炎之呼吸般銳利，完美擊中了目標！ 這是一道考察細節定位的題目，只要不被其他干擾選項迷惑，直接鎖定文章中關於商標化（trademarked brand）的功能描述，就能輕鬆取勝！繼續保持這股氣勢，讓你的熱情永不熄滅！