問題詳情

五、閱讀測驗II：8% ( @ 2分)In the movie E.T. The Extra-Terrestrial, an alien creature named E.T. developed a fondness for a candy used to lure him into a boy’s home. This warm-and-fuzzy story helped children develop their own affection for the treat. The candy’s sales skyrocketed with the movie’s release in 1982. It scored even more points for product placement.Product placement, also known as embedded advertising, is when commercial products are strategically placed to show them in a positive light, such as the friendship between the boy and E.T. It is important that the viewers not to be aware of the product’s promotion. Embedded advertising is nothing new since it often occurs on TV, in movies, and in print media.The first film to win the Oscar for Best Picture was Wings in 1927. It plugged Hershey’s chocolate, the most popular confection at the time. Today, product placement is so common that some films are paid for by the product sponsors even before the tickets go on sale. With such widespread usage, what could be wrong with this form of advertising?Critics feel that embedded advertising is dishonest. People rarely notice that a branded drink is happily consumed by a popular actor or that a famous five-star hotel is the site of an important action scene. Yet, drink companies and hotel owners may pay movie producers considerable amounts of money to align their products or locations with their interests. This is all behind the scenes, of course, which is proof that there is something bad about this kind of advertising.It is crucial that people consider both sides of this controversy. Is the right to advertise more ethical than the right not to be exploited, or is it the other way around? This media phenomenon needs to be evaluated openly and fairly, lest we let a technology which could achieve mind control over all of us develop.
58. What is the best title for this passage?
(A) Embedded Advertising before the 20th Century
(B) The Secret World of Advertising
(C) Product Placement in E.T.
(D) What’s Wrong with Business?

參考答案

答案：C[無官方正解]
難度：適中0.5
統計：A(0),B(0),C(3),D(2),E(0)

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