GWD－31－5、6、7、8

ethyl

Passage two

A key decision required of advertising managers is whether a “hard-sell” or “soft-sell” strategy is appropriate for a specific target market. The hard-sell approach involves the use of direct, forceful claims regarding the benefits of the advertised brand over competitors’ offerings. In contrast, the soft-sell approach involves the use of advertising claims that imply superiority more subtly.

One positive aspect of the hard-sell approach is its use of very simple and straightforward product claims presented claims (?) presented as explicit conclusions, with little room for confusion regarding the advertiser’s message. However, some consumers may resent being told what to believe and some may distrust the message. Resentment and distrust often lead to counterargumentation and to boomerang effects where consumers come to believe conclusions diametrically opposed to conclusions endorsed in advertising claims. By contrast, the risk of boomerang erects is greatly reduced with soft-sell approaches. One way to implement the soft-sell approach is to provide information that implies the main conclusions the advertiser wants the consumer to draw, but leave the conclusions themselves unstated. Because consumers are invited to make up their own minds, implicit conclusions reduce the risk of resentment, distrust, and counterargumentation.

(Line 43) Recent research on consumer memory and judgment suggests another advantage of implicit conclusions. Beliefs or (form?) conclusions that are self-generated are more accessible from memory than beliefs from conclusions provided explicitly by other individuals, and thus have a greater impact on judgment and decision making. Moreover, self-generated beliefs are often perceived as more accurate and valid than the beliefs of others, because other individuals may be perceived as less less (?) knowledgeable, or may be perceived as manipulative or deliberately misleading.

Despite these advantages, implicit conclusions may mot always be more effective than explicit conclusions. One risk is that some consumers may fail to draw their own conclusions and thus miss the point of the message. Inferential activity is likely only when consumers are motivated and able to engage in effortful cognitive processes. Another risk is that some consumers may draw conclusions other than the one intended. Even if inferential activity is likely, there is no guarantee that consumers will follow the path provided by the advertiser. Finally, a third risk is that consumers may infer the intended conclusion but question the validity of their inference.

5: The primary purpose of the passage is to

A: point out the risks involved in the use of a particular advertising strategy

B: make a case or the superiority of one advertising strategy over another

C: illustrate the ways in which two advertising strategies may be implemented

D: present the advantages and disadvantages of two advertising strategies

E: contrast the types of target markets for which two advertising strategies are appropriate  

6: it can be inferred from the passage that the research mentioned in line 43 (Recent research on consumer memory and judgment) supports which of the following statements?

A: implicit conclusions are more likely to capture accurately the point of the advertiser’s message than are explicit conclusions.

B: Counterargument action is less likely to occur if an individual’s beliefs or conclusions are readily accessible from memory.

C: The hard-sell approach results in conclusions that are more difficult for the consumer to recall than are conclusions resulting from the soft-sell approach.

D: When the beliefs of others are presented as definite and forceful claims, they are perceived to be as accurate as self-generated beliefs.

E: Despite the advantages of implicit conclusions, the hard-sell approach involves fewer risks for the advertiser than does the soft-sell approach.

7: It can be inferred from the passage that one situation in which the boomerang effect often occurs is when consumers

A: have been exposed to forceful claims that are diametrically opposed to those in an advertiser’s message

B: have previous self-generated beliefs or conclusions that are readily accessible from memory

C: are subjected to advertising messages that are targeted at specific markets to which those consumers do not belong

D: are confused regarding the point of the advertiser’s message

E: come to view the advertiser’s message with suspicion

8: It can be inferred from the passage that advertisers could reduce one of the risks discussed in the last paragraph if they were able to provide

A: motivation for consumers to think about the advertisement’s message

B: information that implies the advertiser’s intended conclusion but leaves that conclusion unstated

C: subtle evidence that the advertised product is superior to that of competitors

D: information comparing the advertised product with its competitors

E: opportunity for consumers to generate their own beliefs or conclusions

我的答案：

5D

6C

7A

8A

请大家讨论。

[此贴子已经被作者于2005-8-30 18:22:59编辑过]

v22

我的是 D A A A

好象第六题跟斑竹不一样哦

v22

有答案么？

Colin33

My answer C E A

piaony

我的是DCAD 最后的一个我是蒙的,觉得这个最难

wangyu73cn

GMAT31-5、6、7、8

Passage two

A key decision required of advertising managers is whether a “hard-sell” or “soft-sell” strategy is appropriate for a specific target market.
针对特殊目标市场的两种不同战略。

The hard-sell approach involves the use of direct, forceful claims regarding the benefits of the advertised brand over competitors’ offerings.
硬销售，直接展示其比较优势。

In contrast, the soft-sell approach involves the use of advertising claims that imply superiority more subtly.
软销售，温和展示。

以上第一段，提出问题。

One positive aspect of the hard-sell approach is its use of very simple and straightforward product claims presented claims (?) presented as explicit conclusions, with little room for confusion regarding the advertiser’s message.
硬销售的积极面在于信息不模糊

However, some consumers may resent being told what to believe and some may distrust the message.
但消费者可能有抵触。

Resentment and distrust often lead to counterargumentation and to boomerang effects where consumers come to believe conclusions diametrically opposed to conclusions endorsed in advertising claims.
当消费者坚信广告结论是错误时，就适得其反。

By contrast, the risk of boomerang erects is greatly reduced with soft-sell approaches.
软销售可避免此不利。

One way to implement the soft-sell approach is to provide information that implies the main conclusions the advertiser wants the consumer to draw, but leave the conclusions themselves unstated.
一种软销售方式是提供信息，但留下结论由消费者判断。

Because consumers are invited to make up their own minds, implicit conclusions reduce the risk of resentment, distrust, and counterargumentation.
这样可以减少危险。

第二段初步讨论前者的劣势及后者的优点。

Recent research on consumer memory and judgment suggests another advantage of implicit conclusions.
还有其他优点。

Beliefs or (form?) conclusions that are self-generated are more accessible from memory than beliefs from conclusions provided explicitly by other individuals, and thus have a greater impact on judgment and decision making.
这样的结论更具影响。

Moreover, self-generated beliefs are often perceived as more accurate and valid than the beliefs of others, because other individuals may be perceived as less less (?) knowledgeable, or may be perceived as manipulative or deliberately misleading.
而且，更会被认为是正确有效的。

第三段将后者优势的具体原因。

Despite these advantages, implicit conclusions may mot always be more effective than explicit conclusions.
尽管如此，不一定总有效。

One risk is that some consumers may fail to draw their own conclusions and thus miss the point of the message.
一种危险是消费者可能得不出结论。

Inferential activity is likely only when consumers are motivated and able to engage in effortful cognitive processes.
推论只能在消费者能够进行有效思考时才可能。

Another risk is that some consumers may draw conclusions other than the one intended.
另一个危险是消费者可能推出不同结论。

Even if inferential activity is likely, there is no guarantee that consumers will follow the path provided by the advertiser.
可能进行推论，但不一定按照预定思路进行。

Finally, a third risk is that consumers may infer the intended conclusion but question the validity of their inference.
第3个危险在于消费者可能不相信自己的推论。

第四段指出后者战略的缺陷。

5: The primary purpose of the passage is to

A: point out the risks involved in the use of a particular advertising strategy

B: make a case or the superiority of one advertising strategy over another

C: illustrate the ways in which two advertising strategies may be implemented

D: present the advantages and disadvantages of two advertising strategies

E: contrast the types of target markets for which two advertising strategies are appropriate  

6: it can be inferred from the passage that the research mentioned in line 43 (Recent research on consumer memory and judgment) supports which of the following statements?

A: implicit conclusions are more likely to capture accurately the point of the advertiser’s message than are explicit conclusions.

B: Counterargument action is less likely to occur if an individual’s beliefs or conclusions are readily accessible from memory.

C: The hard-sell approach results in conclusions that are more difficult for the consumer to recall than are conclusions resulting from the soft-sell approach. 这在文中有对应。

D: When the beliefs of others are presented as definite and forceful claims, they are perceived to be as accurate as self-generated beliefs.

E: Despite the advantages of implicit conclusions, the hard-sell approach involves fewer risks for the advertiser than does the soft-sell approach.

7: It can be inferred from the passage that one situation in which the boomerang effect often occurs is when consumers

A: have been exposed to forceful claims that are diametrically opposed to those in an advertiser’s message 这样可以形成结论冲突。

B: have previous self-generated beliefs or conclusions that are readily accessible from memory

C: are subjected to advertising messages that are targeted at specific markets to which those consumers do not belong

D: are confused regarding the point of the advertiser’s message

E: come to view the advertiser’s message with suspicion

8: It can be inferred from the passage that advertisers could reduce one of the risks discussed in the last paragraph if they were able to provide

A: motivation for consumers to think about the advertisement’s message 这样可以让消费者被激励去得出结论，降低第一类危险。

B: information that implies the advertiser’s intended conclusion but leaves that conclusion unstated

C: subtle evidence that the advertised product is superior to that of competitors

D: information comparing the advertised product with its competitors

E: opportunity for consumers to generate their own beliefs or conclusions

我同意DCAA。

v22

第六题C？有说到hard-sell approach are more difficult ....soft-sell approach吗？

信息在第三段，我看不出有difficult的说，反而A有说到。

A哪里不妥？

请讨论把

wangyu73cn

Beliefs or (form?) conclusions that are self-generated are more accessible from memory than beliefs from conclusions provided explicitly by other individuals由此可知第6题的D了。

至于A，文中没有明确。但好像explicit conclusions更准确地反映了广告商的观点，因为直接列出了其观点。

v22

第三段中：Moreover, self-generated beliefs are often perceived as more accurate and valid than the beliefs of others,不是支持了第六题的A么？

当然，再看，D也有道理，但是A怎么不行？

谢谢

wangyu73cn

are often perceived as

从这个谓语部分可知，这里是客户们主观的判断，并不一定符合客观实际。

由此看来，还是要把握其意思，深入、细致、全面、准确地进行理解意思，是拿下阅读的基础。