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minnielilyUID：2879008

占座交作业！

caoxuemeiUID：2629828

顶——

caoxuemeiUID：2629828

我发现不精读完全没有提高啊。。。精读又太费时间。已经不到两个星期了~~
wendychueng 发表于 2010-8-17 21:34

如果打算长期备考，建议从基础练起，给自己足够时间。基础牢固，才能建立高楼

johnmclainUID：2676153

小组一，交作业，我的作业的附件里有鲸鱼图片啊~~~
https://bbs.gter.net/viewthre ... p;page=1&extra=

wendychuengUID：2811319

TPO 6
https://bbs.gter.net/viewthre ... age=1#pid1774285357

wendychuengUID：2811319

今天先发一篇，明天再参加《小组二》

jay悦UID：2690272

TPO 小组一                           https://bbs.gter.net/viewthread.php?tid=1141257&extra=

fly-2011UID：2707582

想参加小组1。。

xqsissyUID：2812149

占座参加【TPO阅读作业】【小组2】 －ID: xqsissy

8.19【小组2】作业：TPO14  （see attached）

－－－－－－其中第一篇来个精读给大家鉴定！－－－－－－－－
Children and Advertising
1 Young children are trusting of commercial advertisements in the media, and advertisers have sometimes been accused of taking advantage of this trusting outlook.(this= 上个从句中的“Young children are trusting of commercial advertisements”) The Independent Television Commission, regulator of television advertising in the United Kingdom, has criticized advertisers for "misleadingness'—creating a wrong impression either intentionally or unintentionally—in an effort to control advertisers' use of techniques that make it difficult for children to judge the true size, action, performance, or construction of a toy.
段首句，一开始就指出 “children”和“advertising”之间的关系：1。小孩相信广告，2于是广告商被控诉他们利用孩子这个“信任”弱点优势运用在广告中。
提出了整篇文章的关键词“misleadingness'”

2 General concern (大众观点认为，说明后面一定有however,作者肯定不同意这个大众观点。马上下去找however.) about misleading tactics that advertisers employ is centered on the use of exaggeration. Consumer protection groups and parents believe that children are largely ill-equipped to recognize such techniques and that often exaggeration is used at the expense of product information. Claims such as "the best' or “better than" can be subjective and misleading; even adults may be unsure as to their meaning. They represent the advertiser's opinions about the qualities of their products or brand and, as a consequence, are difficult to verify. Advertisers sometimes offset or counterbalance an exaggerated claim with a disclaimer—a qualification or condition on the claim. For example, the claim that breakfast cereal has a health benefit may be accompanied by the disclaimer "when part of a nutritionally balanced breakfast.' However, research has shown that children often have difficulty understanding disclaimers: children may interpret the phrase 'when part of a nutritionally balanced breakfast" to mean that the cereal is required as a necessary part of a balanced breakfast. The author George Comstock suggested that less than a quarter of children between the ages of six and eight years old understood standard disclaimers used in many toy advertisements and that disclaimers are more readily comprehended when presented in both audio and visual formats. Nevertheless, disclaimers are mainly presented in audio format only.
大众观点认为misleading主要作用于广告的“夸大”；
但是，研究者却发现，孩子常常在理解“免责条款”方面存在困难。
尽管如此呢，这种免责条款主要只是存在于声音的模式情况下。

3 Fantasy is one of the more common techniques in advertising that could possibly mislead a young audience. Child-oriented advertisements are more likely to include magic and fantasy than advertisements aimed at adults. In a content analysis of Canadian television, the author Stephen Kline observed that nearly all commercials for character toys featured fantasy play. Children have strong imaginations and the use of fantasy brings their ideas to life, but children may not be adept enough to realize that what they are viewing is unreal. Fantasy situations and settings are frequently used to attract children's attention, particularly in food advertising. Advertisements for breakfast cereals have, for many years, been found to be especially fond of fantasy techniques, with almost nine out of ten including such content. Generally, there is uncertainty as to whether very young children can distinguish between fantasy and reality in advertising. Certainly, rational appeals in advertising aimed at children are limited, as most advertisements use emotional and indirect appeals to psychological states or associations.

这一段首句：又提出一个新的容易引导年轻消费者的因素：fantasy.

最后结尾又提出：
1。一般而言，很难确定是否年轻的小孩子可以区分理想和显示。
2。可以确定的是，在针对孩子的广告中运用合理事实的很少，大多数广告都从情感或者不直接的角度去造成心理上面的状态和联合。

4 The use of celebrities such as singers and movie stars is common in advertising. The intention is for the positively perceived attributes of the celebrity to be transferred to the advertised product and for the two to become automatically linked in the audience's mind. In children's advertising, the celebrities are often animated figures from popular cartoons. In the recent past, the role of celebrities in advertising to children has often been conflated with the concept of host selling. Host selling involves blending advertisements with regular programming in a way that makes it difficult to distinguish one from the other. Host selling occurs, for example, when a children's show about a cartoon lion contains an ad in which the same lion promotes a breakfast cereal. The psychologist Dale Kunkel showed that the practice of host selling reduced children's ability to distinguish between advertising and program material. It was also found that older children responded more positively to products in host selling advertisements.
段首提出： 在广告中用名人效应。
段中提出“host selling”概念，其实这个原先可以不看。关键是看到下面的段落段首还有这个概念，可见这个概念还是要看的。 主要是讲，过去的研究认为，在广告中用名人，或造成孩子对名人和host selling的区分产生分辨不清。

5 Regarding the appearance of celebrities in advertisements that do not involve host selling, the evidence is mixed. Researcher Charles Atkin found that children believe that the characters used to advertise breakfast cereals are knowledgeable about cereals, and children accept such characters as credible sources of nutritional information. This finding was even more marked for heavy viewers of television. In addition, children feel validated in their choice of a product when a celebrity endorses that product. A study of children in Hong Kong, however, found that the presence of celebrities in advertisements could negatively affect the children’s perceptions of a product if the children did not like the celebrity in question.

接着谈针对上面那个近代观点不同的看法。
关于名人在广告中出现并没有影响host selling,这个证据是混合的。



整体看整个文章，共5段。段落结构如下：

总 －
一个旧观点1＋针对旧1的负评价；新观点1＋正评价 －
新观点2 －
旧观点2 －
针对旧2的负评价

详细如下：

1   总
提出中心思想，就是围绕广告是否利用了孩子的信任弱点。 并提出了关键词，认为主要原因是“misleadingness”


2 提出一个大众观点，提出一个证明misleading的原因：广告的“夸大”。紧接着就是对这个大众观点的负评价（－）。

提出新观点：
认为新的研究表明，认为“夸大”不是原因。 因为“孩子常常在理解“免责条款”方面存在困难。并且提出这种情况还只是存在只有声音的情况下。
（＋ 评价： 体现了作者的立场：作者不认为“夸大是原因”，真正的原因是后面的几个新观点——红字表示：1，只有声音情况下的免责条款（段2）。2 虚拟（段3））

3 提出一个新观点 （＋评价）：容易引导青年消费者的因素是：fantasy.

最后结尾又提出：
•        一般而言，很难确定是否年轻的小孩子可以区分理想和显示。（－ 负评价）
•        可以确定的是，在针对孩子的广告中运用合理事实的很少，大多数广告都从情感或者不直接的角度去造成心理上面的状态和联合。（＋正评价）

4再次提出一个过时的观点：认为广告中运用名人，会使孩子弄混。 （－ 负评价）

5 反对段4中提出的旧观点。认为孩子不会对广告中名人和host selling弄混，并且提出混合证据。


生词：

1.        Accuse= 控告，控诉
2.        Intentionally =有意的，成心的
3.        Unintentionally=无意的
4.        Tactic=trick 伎俩
5.        Rational 合理的，理性的

6.        celebrities:名人，社会名流＝star=法语中 celebre

7.        credible=  believable  =/=credit

8.        incredible= unbelievable

9.        adept –skilled 娴熟，内行 , 精于

10.        Verify =证实

11.        attributes “属性，性，定语“＝ Characteristics

12.        “desirable”= “可取”,合意，理想的

13.        “exaggeration”= 夸大，夸大之词，过头话



8.21【小组2】作业：TPO13  （链接待续。。。先占）

wxxgwUID：2817139

我参加2组(同时占个座）

dandan17UID：2812933

8.20 TPO14 二组分析了一篇就花了我一个多小时。。希望讨论哈。
https://bbs.gter.net/viewthread.php?tid=1142456&extra=

zenglingyuanUID：2773905

ding!!

S酱UID：2883188

2组 tpo14 题目分析

https://bbs.gter.net/thread-1141567-1-1.html

mrescUID：2869511

明天的 第一组 mresc占座

wendychuengUID：2811319

TPO 14 第三篇
https://bbs.gter.net/viewthre ... age=1#pid1774288863