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卤煮~advertisement 和 sponse的这篇吗?
In piecemeal ad, sponsor products is compared to competitor products in one dimension, 这样说吧,就是说在这中广告方法中,广告得产品得一个方面用来和某个竞争者产品得一个方面比较(当然是比他好了),另一个方面拿来和另外一家竞争者得产品得同一方面比较(当然也是更好),等等得, 这样消费者就会存在被误导得风险,以为这家公司得产品各个方面都很出色,其实呢,这家公司得产品可能在某个方面只是排倒数第二,就是说只比广告中比得那个竞争者强
第二段说这些商业广告(message)如果故意这样设计,那么消费者就极大得可能被欺骗(deception), 作者说明了三个原因:1: there are strong conventions that govern communication. 就是说我门平时交流总是下意识认为对方说得是真得,不会存在故意欺骗,所以在这中情况下,除非被有意引导去进行质疑,消费者通常也会相信广告中说得东东了。 2:人们得cognitive system 也自然得认为收到得信息是veridical,Disbelief requires a subsequent and deliberate effort(这句话得意思是说要去怀疑这些信息需要额外得努力,迫使自己去思考,我想哈!!!)3:(这里有两道题,注意)首先是个转折,说even when the normal conventions are abandoned and one deliberately attempts to assess the veracity of a statement. 研究人员发现人们还是会被这个破广告欺骗,为啥呢,作者有咕噜呢几句,忘了,问题吗 比较tricky, 一定要仔细看,特别是原因三,那里得转折,一定要注意,我这里就不误到大家呢。
疑似原文
In a piecemeal ad, the sponsor brand is compared to one competitor on a particular
dimension, a second competitor on a different dimension, a third competitor on yet another
dimension, and so on. The danger to consumers lies in the tendency to believe that the
sponsor is superior in an overall sense, as would be true if the sponsor were being
compared to competitors that truly excel on each dimension. In fact, the sponsor may
score next-to-last on each dimension, surpassing only the lone identi®ed competitor. Thus,
an erroneous conclusion may be drawn from literally true assertions.
When a ®rm's messages are deliberately structured to foster misinterpretation, the
potential for deception arises (see Harris and Monaco 1978). Consumers may fall prey to
such deception for at least three reasons. First, there are strong conventions that govern
communication. For example, the most obvious meaning of a message should be the
correct one and, more generally, messages should be informative, relevant, and truthful
(Grice 1975). Unless led to believe otherwise, consumers may assume that these
conventions are being followed in commercial messages. Second, irrespective of conversational
norms, a fundamental bias of the cognitive system is to assume that comprehended
information is veridical (Gilbert 1991). Disbelief, in contrast, requires a subsequent and
deliberate effort. When considered in the context of pragmatic implication, this bias
suggests two additional barriers to accurate interpretation: (i) Attempts to disbelieve must
be made quickly because verbatim memory for a linguistic expression may be ¯eeting (see
Alba and Hasher 1983). (ii) Disbelief will be especially unlikely when processing is
constrained. Thus, consumers may explicitly assess the believability of a message only
when prompted by skepticism-inducing cues in the message or environment. Finally,
proper interpretation of an utterance can be exceedingly dif®cultÐeven when the normal
conventions are abandoned and one deliberately attempts to assess the veracity of a
statement. Research performed across a variety of domains, including advertising, has
demonstrated the relative ineffectiveness of forewarning and training on consumers' ability
to discriminate between literal assertions and the pragmatic implications of those
assertions (Harris 1977; Harris, Teske, and Ginns 1975). Taken together, these characteristics
of linguistic processing suggest that consumers may be very vulnerable to the effects
of misleading piecemeal messages.
原文就是这段的简化,结构和内容完全没变。
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