Celebrity endorsements

Despite the fact that companies believe celebrities had a lot of pull with regard to the buying trends of consumers,researches have discovered that this does not seem to be the case．British and Swiss researchers conducted a study showing that advertisements made by celebrities like David Beckham and Scarlett Johansson are not as effective as those by ordinary people．

In a sample of 298 students,researchers presented a magazine advertisement for a digital camera that was endorsed by a fictional student claiming the camera was“hot”and his “preferred choice”．The same advertisement was shown to other students，but with a difference：The camera was endorsed by a famous person in Germany．

While the students said that both advertisements were beneficial,the one made by the student topped the celebrity one if students aimed to impress others with their purchases.More than half of the students，who admitted purchasing products that would impress others，said they were influenced by the student’s advertisement．Only 20％ said the celebrity one would affect their buying decision．

Professor Brett Martin，of the University of Bath’s School of Management，explained that the findings could be used not only in Germany,but in other countries as well．“Our research questions whether celebrities are the best ways to sell products，”said Prof Martin．“Celebrities can be effective but we found that many people were more convinced by an endorsement from a fictional fellow students．This is because many people feel a need to keep up with the Jones when they buy．”

46．Some companies think the celebrities endorsement ____________．

A．is popular with the consumers

B．can pull all the consumers into the shops

C．can affect the consumers’ purchasing

D．is as effective as an endorsement from common people

47．Which of the following ads would be more effective to common consumers, according to the experiment?

A．An ad featuring lovely pandas．            B．An ad made by David Beckham．

C．An ad made by fictional common people．D．An ad with beautiful natural scenery．

48．The underlined words“the Jones”in the last paragragh refer to“____________ ”．

A．someone called Jones                                 B．common people

C．the Jones family                                        D．celebrities

49．We can imply from the passage that ____________．

A．celebrities cheat consumers in advertisement

B．the researchers here are against celebrity endorsement

C．the student’s ads are mole reliable than those made by celebrities

D．company needn’t spend so much money on celebrity endorsement

50．We can probably read the article in____________ ．

A．a(chǎn) local newspaper                         B．a(chǎn) science report

C．a(chǎn)n academic journal                     D．a(chǎn) textbook

 

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Celebrity endorsements

Despite the fact that companies believe celebrities had a lot of pull with regard to the buying trends of consumers, researchers have discovered that this does not seem to be the case. British and Swiss researchers carried out a study showing that advertisements made by celebrities like David Beckham and Scarlett Johansson are not as effective as those by ordinary people.

In a sample of 298 students, researchers presented a magazine advertisement for a digital camera that was endorsed (為…做廣告宣傳) by a fictional student claiming the camera was “hot” and his “preferred choice”. The same advertisement was shown to other students, but with a difference: The camera was endorsed by a famous person in Germany.

While the students said that both advertisements were beneficial, the one made by the student topped the celebrity one if students aimed to impress others with their purchases (購買). More than half of the students, who admitted purchasing products that would impress others, said they were influenced by the student’s advertisement. Only 20％ said the celebrity one would affect their buying decision.

Professor Brett Martin of the University of Bath’s School of Management, explained that the findings could be used not only in Germany, but in other countries as well. “ Our research questions whether celebrities are the best ways to sell products,” said Prof Martin.“Celebrities can be effective but we found that many people were more convinced by an endorsement from a fictional fellow student. This is because many people feel a need to keep up with the Jones when they buy.”

1.Some companies think the celebrities endorsement          ．

A．is popular with the consumers

B．can pull all the consumers into the shops

C．can affect the consumers’ purchasing

D．is as effective as an endorsement from common people

2.Which of the following ads would be more effective to common consumers, according to

the experiment?

An ad featuring lovely pandas.

An ad made by David Beckham.

An ad made by fictional common people.

An ad with beautiful natural scenery.

3.The underlined words “the Jones” in the last paragragh refer to“     ”．

A．someone called Jones                    B．common people

C．the Jones family                         D．celebrities

4.We can infer from the passage that       ．

A．celebrities cheat consumers in advertisement

B．the researchers here are against celebrity endorsement

C．the student’s ads are more reliable than those made by celebrities

D．companies needn’t spend so much money on celebrity endorsement

5.We can probably read the article in       ．

A．a(chǎn) local newspaper                       B．a(chǎn) science report

C．a(chǎn)n academic journal                     D．a(chǎn) textbook

 

THE 2,298-kiIometer Beijing-Guangzhou High-speed Railway 1.____ (official) opened to passengers on December 26，2012. It is the world’s longest high-speed rail route. The 2.____ (design)speed of the track is 350 km^, though speeds during the initial period of operation will be limited to about 300 km/h. The new route cuts the travel time between Beijing and Guangzhou3.almost two thirds, from 22 hours to roughly eight hours .On December 1, 2012，not long before the opening of the Beijing-Guangzhou High-speed Railway, the Harbin-Dalian High-speed Railway, 4.____ first high-speed line ever to cross land that lies frozen for almost half a year, began operations, 5.____ allows passengers to appreciate the view off the coast from Dalian in the morning, 6.____ the winter snowscape of frosty Harbin in the afternoon .At present the total 7.__ (long) of high-speed lines in China 8.___(reach)9,349 km. With four main lines 9.___ (run) east-west and four north-south, the country’s high-speed train network is the world’s largest. China plans to expand 10._ high-speed railway network to 50，000 km by 2020, to cover almost all large and medium-sized cities.

 

Celebrity endorsements
Despite the fact that companies believe celebrities had a lot of pull with regard to the buying trends of consumers, researchers have discovered that this does not seem to be the case. British and Swiss researchers carried out a study showing that advertisements made by celebrities like David Beckham and Scarlett Johansson are not as effective as those by ordinary people.
In a sample of 298 students, researchers presented a magazine advertisement for a digital camera that was endorsed (為…做廣告宣傳) by a fictional student claiming the camera was “hot” and his “preferred choice”. The same advertisement was shown to other students, but with a difference: The camera was endorsed by a famous person in Germany.
While the students said that both advertisements were beneficial, the one made by the student topped the celebrity one if students aimed to impress others with their purchases (購買). More than half of the students, who admitted purchasing products that would impress others, said they were influenced by the student’s advertisement. Only 20％ said the celebrity one would affect their buying decision.
Professor Brett Martin of the University of Bath’s School of Management, explained that the findings could be used not only in Germany, but in other countries as well. “ Our research questions whether celebrities are the best ways to sell products,” said Prof Martin.“Celebrities can be effective but we found that many people were more convinced by an endorsement from a fictional fellow student. This is because many people feel a need to keep up with the Jones when they buy.”
【小題1】Some companies think the celebrities endorsement          ．

A．is popular with the consumers

B．can pull all the consumers into the shops

C．can affect the consumers’ purchasing

D．is as effective as an endorsement from common people

【小題2】Which of the following ads would be more effective to common consumers, according to
the experiment?
An ad featuring lovely pandas.
An ad made by David Beckham.
An ad made by fictional common people.
An ad with beautiful natural scenery.
【小題3】The underlined words “the Jones” in the last paragragh refer to“     ”．

A．someone called Jones	B．common people
C．the Jones family	D．celebrities

【小題4】We can infer from the passage that       ．

A．celebrities cheat consumers in advertisement

B．the researchers here are against celebrity endorsement

C．the student’s ads are more reliable than those made by celebrities

D．companies needn’t spend so much money on celebrity endorsement

【小題5】We can probably read the article in       ．

A．a(chǎn) local newspaper	B．a(chǎn) science report
C．a(chǎn)n academic journal	D．a(chǎn) textbook