GIẢI THÍCH ĐÁP ÁN GIÚP MÌNH VỚI Ạ, MÌNH CẢM ƠN NHIỀU Today, in many parts of the...

admin

Giúp bản thân nhé

The perception of today’s youngsters as media-savvy cynics could hardly be further from the truth. Instead, this
generation of keen consumers may turn witty advertising into an endangered species. Julia Day reports

The youth of today are cynical, media-savvy, seen it all, done it all, wouldn’t-be-seen-dead-in-the-T-shirt types
who appreciate only the most achingly trendy adverts, TV shows and magazines, right? Wrong: that was ví last generation.

Today’s youngsters don’t “get” clever ads, are not in the least suspicious of commercials ercials, don’t know the difference between newspapers’ political stances, or TV channels, and they don’t mind admitting it. In short, they are not half as truyền thông, marketing and advertising literate as we might have thought, according to lớn new research
commissioned by five truyền thông groups – Guardian Newspapers, Channel 4, Carlton Screen Advertising, truyền thông buying
agency OMD, and Emap Advertising.

As a result truyền thông companies and advertisers are going back to lớn basics to lớn arouse the interest of 15- to lớn 24-year-olds with instant impact messages, plain product pictures, bigger posters, annoying jingles, celebrity endorsements and repetitive ads. Today’s youth are a far cry from today’s thirtysomethings who grew up as commercially-naive kids weaned on the cold war, no national commercial radio, three national TV stations, grant-funded higher education, sponsorship-free Glastonbury festivals and regular strikes and student protests.

Now a lifetime of MTV, the mạng internet, dawn-till-dusk advertising and PlayStation gaming has created a generation
so used to lớn being bombarded with fast-turnover information, they filter it instantly without paying much attention to lớn its meaning. This is a generation of “thoroughbred consumers” says Stuart Armon, managing director of 2cv: research, the company that conducted the so-called Roar research into the truyền thông habits of the nation’s youth. “Previous generations were suspicious of advertising, they might have liked ads, but they wouldn’t necessarily buy the product. But this generation has been consuming since they were born. They don’t see any reason to lớn be suspicious,” says Armon.

One young panellist in the focus group research embodied this attitude: “If the advert is good, you think their
product will be good because the more they can spend on advertising, the more money they are obviously getting for
their product.” Armon says the trend has become more pronounced over the seven years that the continuous tracking
study has been running, but has reached a peak in the latest round of interviews with 600 youngsters.

“Advertising is accepted and expected. Young people don’t see anything wrong in being sold to lớn and think that if a product is in a TV ad, it must be good. It’s a myth that they are interested in clever ads – they are not willing to lớn decipher complicated mmessages, they want simple ones.” Many panellists dramatically illustrated this point by revealing they thought Budweiser’s “Real American Heroes” ad, ironically celebrating “Mr foot-long hot dog inventor”, was an ad for hot dogs rather than vãn beer, even though the ad might not be aimed at them.

However, many loved Heineken’s ironic ad featuring Paul Daniels singing Close to lớn You, purely because it made
them laugh. “They are looking for an instant message. If it’s not there, they don’t take any notice. And they literally,
and naively, believe celebrities in ads really use the products they are advertising,” says Armon. A girl panellist from Birmingham commented: “In some of the Nike ads they’ve got all these well-known footballers. You think, ‘Oh my God, they’ve got everybody famous there.’ You think it must be good if they want it.”

The youngsters only read newspapers for the celebrity gossip and sport, rather than vãn news, and couldn’t distinguish between papers’ political stances. They also failed to lớn distinguish between TV channels – they access TV through programmes, not channels, for example watching Sky because The Simpsons is on, not because it’s Sky.

The results of the research deeply worry Sid McGrath, planner at the ad agency that made the infamous “You’ve
been Tango’ed” ads, HHCL and Partners. But they bởi not surprise him. “My worry is that the youth of today are not
being called upon to lớn flex their intellectual muscles enough,” he says.

“There is instant gratification everywhere – in food it’s Pot Noodles or vending machines, even their pop icons are one-dimensional figures delivered on a plate. Young people are living vicariously through other people’s lives and are not asking for much at the moment. A lot of stimulation is ‘lean back’ – it doesn’t require as much involvement as it used to lớn.”

He says advertising is changing as a result: “Lots of the most popular ads at the moment are happy, clappy, fun.
Easy to lớn digest. They’ve got notice or inclination to lớn decode ads.” One reason behind the shift, McGrath believes, is that young people want relief from the traumas of real life: “Advertising is becoming the opium of the masses rather
than the educator.”

16. Research shows that, compared with the previous generation, young people today are _____.
A. less perceptive B. more sensitive C. more worldly-wise D. better informed
17. In paragraph 3, the word ‘stances’ is closest in meaning to lớn which of the following?
A. attitudes B. situations C. functions D. places

18. According to lớn new research by five truyền thông groups, today’s youngsters are _____.
A. able to lớn understand the language of advertising
B. unable to lớn ‘read’ the messages in the many forms of advertising
C. bright enough to lớn bởi some research before buying something
D. a bit wary of adverts
19. Advertisements aimed at the present young generation _____.
A. are using a variety of new techniques B. are technologically sophisticated
C. are making use of old techniques D. are becoming more subtle
20. It can be inferred that celebrity endorsements are advertisements _____.
A. that show viewers how to lớn become famous
B. that famous people lượt thích watching
C. where famous people say they use and lượt thích certain products
D. where viewers are invited to lớn take part in a phone-in progra e
21. Young people seem to lớn believe that costly advertising _____.
A. makes no difference to lớn the popularity of the product B. is the mark of a good quality product
C. means the product is probably overpriced D. does not inspire customer confidence
22. According to lớn Stuart Armon, youngsters today pay more attention to lớn an advert _____.
A. if its message is i ediately obvious B. if it is on their favorite TV channel
C. if it gives them something to lớn think about D. if it has a witty element
23. Sid McGrath is concerned that young people these days _____.
A. are encouraged to lớn eat too much B. are given too many choices
C. are not required to lớn drink D. bởi not get enough exercise
24. The author uses the phrase ‘living vicariously’ in the penultimate paragraph to lớn mean that young people _____.
A. want to lớn become more sophisticated than vãn other people
B. bởi not imitate people around the
C. bởi not rely on their own feeling or senses to lớn understand the world around the
D. want to lớn be independent of other people
25. According to lớn McGrath, many advertisements today are adapting to lớn satisfy youngsters’ desire to lớn _____.
A. understand their problems B. see the funny side of their problems
C. forget their problems D. find solutions to lớn their problems

BÀI 2:

There was nothing unusual about Wellington Street, or ví I thought as I was growing up. The cobbled street, one
of four identical streets next to lớn each other, was calm, apart from the occasional sound of raised voices from the pub on the corner. Everybody said hello to lớn each other, although rarely much more than vãn that. It was the kind of street that in the past had covered the whole of the north-west of England, affordable housing for the workers, the kind of street that used to lớn be the heart of a community. Now it was a relic, unchanged while the modern world went on around it.

The first time I got a sense that my childhood world was not going to lớn remain the same forever was when a letter
arrived from the local council saying that a meeting was being held locally to lớn discuss the development of the area. I
remember wondering why areas had to lớn be developed and I asked my father. He said that people just liked changing
things for the sake of it but my mum interrupted him and explained that the houses needed modernizing. Even then I
could see this as another move in their ongoing argument about money and location. Mum, with her keen sense of
social position and always very aware of what the neighbours thought, wanted to lớn move into a better house, which Dad took to lớn mean a more expensive house.

The evening of the meeting came around and my dad and I went along. It had already started when we got there
and one of the councilors was trying to lớn explain the plans, although the general reaction from the audience was far from positive. I don’t remember the details, but I remember some shouting, until finally one of our neighbours stood up and said that he wasn’t giving his permission for any of it. I remember the councilor saying then, ‘We don’t need permission. We’re telling you, not asking you.’

The mood when we got trang chủ was tense. Although she tried to lớn hide it, I think Mum was secretly quite pleased.

Dad sat and frowned at the TV for a while, before Mum brought him a cup of tea. I was surprised when it was he who broke the silence after a minute or two and said, ‘There are one or two nice places up around Ladybride.’ Mum said nothing. She just sipped her tea and looked at mạ and smiled.

46. The writer describes the street as a place where _____.
A. people felt they were part of a teo unity B. people resisted the fast pace of motion life
C. everyone quietly got on with their own life D. everyone could afford their own house
47. Streets of this kind had been built in the past because they were _____.
A. comfortable B. long-lasting C. traditional D. cheap
48. What did the writer NOT understand when the letter arrived?
A. why things had to lớn change B. why his parents were arguing
C. who had organised the meeting D. where they were going to lớn live next
49. Why didn’t the writer’s father want to lớn move house?
A. He knew why the area had to lớn be developed.
B. He didn’t understand why they wanted to lớn change things.
C. He didn’t want to lớn live in a modern house.
D. It would cost them more.
50. Why did the mother’s mother want to lớn move house?
A. She liked to lớn impress other people. B. She didn’t lượt thích the neighbours.
C. She knew it would annoy the writer’s father. D. She thought the local council would help.
51. During the meeting, most people were _____.
A. shocked by what they learned B. unhappy about the proposals
C. sympathetic to lớn the councilor D. confused by the explanation
52. Why was the writer surprised by what his father said?
A. He knew that his father was watching television.
B. He thought that it would upset his mother.
C. He knew that what his father said was wrong.
D. He thought his mother would have made the suggestion.
53. According to lớn the passage, who would make a final decision on the development of the area?
A. People in the area B. The councilors C. trang chủ owners D. The writer’s father
54. What would be the most suitable title for this extract?
A. An unhappy childhood B. A difficult marriage C. The wrong decision D. Changing times
55. It can be inferred from the passage that _____.
A. people at the meeting supported the plan to lớn develop the area
B. everybody in the area wanted to lớn modernize their house
C. the writer said that he didn’t give permission for the development
D. the writer’s father finally agreed to lớn move the house