A key decision required of
advertising managers is whether
a “hard-sell” or “soft-sell” strategy
Line is appropriate for a specific target
5) market. The hard-sell approach
involves the use of direct, forceful
claims regarding the benefits of
the advertised brand over com-
petitors’ offerings. In contrast,
10) 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
(15) very simple and straightforward product
claims presented claims presented as
explicit conclusions, with little
room for confusion regarding the
advertiser’s message. However,
(20) some consumers may resent
being told what to believe and
some may distrust the message.
Resentment and distrust often
lead to counterargumentation
(25) and to boomerang effects where
consumers come to believe con-
clusions diametrically opposed
to conclusions endorsed in adver-
rising claims, By contrast, the risk
(30) 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
(35) 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
counter argumentation.
Recent research on consumer
memory and judgment suggests
(45) another advantage of implicit con-
clusions. Beliefs or conclusions
that are self-generated are more
accessible from memory than
beliefs from conclusions provided
(50) explicitly by other individuals, and
thus have a greater impact on
judgment and decision making.
Moreover, self-generated beliefs
are often perceived as more
(55) 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
70) motivated and able to engage in
effortful cognitive processes.
Another risk is that some con-
Summers 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.
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文章概况：文章开头就说经理在推销产品时有两种战术：1 hard 2 soft，后面分别叙述了这两种战术到底是什么。第二段开头就说hard sell有一些什么好处（比较直白，消费者不容易产生误解），可还是存在一些弱点，后面又说要想采用soft sell的话，必须不能直接说，得用implicit conclusion，这段后半部分以及第三段内容都在叙述这种implicit conclusion到底有各种什么优点！文章最后一段说implicit除了有上面说的优点之外还是存在一些风险的，后面叙述了这些风险。
10.
The primary purpose of the passage is to
point out the risks involved in the use
of a particular advertising strategy
make a case for the superiority of one
advertising strategy over another
illustrate the ways in which two advertising
strategies may be implemented
present the advantages and disadvantages
of two advertising strategies
contrast the types of target markets for
which two advertising strategies are
appropriate
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问主旨，我们直接看选项
A 说一个战术存在的风险，文章不仅仅提到了风险，还提到了了好处，概括不完全，不是main idea，杀
B 一个战术比另外一个战术要好，文章只是列出来了两个不同战术的优缺点，没有说哪个战术更好，主观答案。
C 描述两种不同战术是通过什么方式实行的，文章没有提过战术执行的方式，杀
D 说两种战术的优缺点，和文章读到的内容一致，先留着
E 对比了两种战术定位的目标，没提，杀。
11.
it can be inferred from the passage that the
research mentioned in line 43supports which
of the following statements ?
implicit conclusions are more likely to capture
accurately the point of the advertiser’s mes-
sage than are explicit conclusions .
B. counterargumentation 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 per-
ceived to be as accurate as self-generated
beliefs.
E. Despite the advantages of implicit con-
clusions, the hard-sell approach involves
fewer risks for the advertiser than does
the soft-sell approach.
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问43行那个家伙会支持什么结论.我们先读一下43行这句，说这个研究证明implicit conclusion有一个优点，虽然这句话已经说出来结论了，但是结论的内容偏虚，我得把advantage的具体内容读出来，就可以看选项了，我们接着读下一句：beliefs or 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.说自我生成的观点比其他人的观点容易记住，对于判断和作决定的影响更大。我们来看选项。
A implicit conclusion比explicit conclusion捕捉信息更准确，哪种方法信息更准确文章没说，杀
B 如果结论容易记住的话，counterargumentation不太可能形成。虽然有些单词原文曾经说过，但是整体意思原文没有体现，杀
C 说这两种方法导致的结论对于消费者哪个容易想起来，文章说的就是哪个容易记住，沾边，留
D 当特别强势地提出一个观点的时候，这个观点是比较准确的，没说，杀.
E 说两种方法哪个方法缺点少，文章我读那块是围绕优点谈的，方向不对，杀！
12.
It can be inferred from the passage that one
situation in which the boomerang effect often
occurs is when consumers
have been exposed to forceful claims that
are diametrically opposed to those in an
advertiser’s message
have previous self-generated beliefs or
conclusions that are readily accessible
from memory
are subjected to advertising messages
that are targeted at specific markets to
which those consumers do not belong
are confused regarding the point of the
advertiser’s message
come to view the advertiser’s message
with suspicion
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问细节，问boomerang effect在什么情况下容易产生？根据题干中的词汇我们会很容易定位到原文第一段的这句话： boomerang effects where consumers come to believe conclusions diametrically opposed to conclusions endorsed in advertising claims。说当消费者开始相信一些和广告中的观点相左的观点的时候boomerang就会出现，我们来看选项。
A 当消费者面对一些和广告观点相左的观点时，原文不是说消费者面对这种观点，是相信这种相左的观点，与原文信息不符，杀！
B 说是否容易记住，没说，杀
C 在什么市场里，没说，杀
D 对广告中的信息比较迷惑时，不是迷惑是不相信，杀
E 怀疑广告中的信息，沾边，留着。
13.
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
motivation for consumers to think about
the advertisement’s message
information that implies the advertiser’s
intended conclusion but leaves that
conclusion unstated
subtle evidence that the advertised product
is superior to that of competitors
information comparing the advertised prod
uct with its competitors
opportunity for consumers to generate
their own beliefs or conclusions
问广告商如果能提供什么广告商就能减少最后一段提到的风险，我们只能把最后一段提到的风险都看了。One risk is that some consumers may fail to draw their own conclusions and thus miss the point of the message.和这两句Another risk is that some consummers may draw conclusions Other than the one intended Finally, a third risk is that consumers may infer the intended conclusion but question the validity of their inference.谈了三个风险，第一个jisuhi消费者不能自己得出结论会丢失一些信息。第二个是即使消费者得出结论，这个结论也不是广告商想要的。最后一个风险就是消费者得出了广告商想要的结论但是会怀疑这个结论。我们来看选项。
A 让消费者自己考虑广告信息，沾边，留着
B 这些信息不直接说，没说，杀
C 说做广告的产品更好，明显主观答案，杀
D 那自己的产品和竞争对手的产品对比，没提，杀
E 让消费者自己得结论，沾点，留
A和E这两个选项一个说考虑广告信息，一个说自己对于广告信息得结论，如果E对，其实就证明也在考虑广告信息，显然A犯错可能性更低！
