Passage 1
The more likable a television commercial is, the more persuasive it will be with consumers. Just makes sense, doesn' t it? Well in fact, that point has been hotly debated on Madison Avenue for years.
Evidence so far has been sketchy, but a recent stwdy by the Ogilvy Center for Research Development may show a direct link between likability and persuasiveness In the study, which included 73 prime-time commercials for products ranging from coffee to gasoline Ogilvy interviewed 895 consumers before and after they had watched certain television shows and advertisements in their homes. The conclusion: People who enjoy a commercial are twice as likely to be convinced that the advertised brand is the best. About 16 percent of those who liked an advertisement "a lot increased their preference for the brand, while only about 8 percent who were neutral about the advertisement viewed the product more favorably:
“People have complained that the popular commercials win prizes but don't have an awful lot to do with sales, "says the executive director of the Opilvy Group, an advertising company. “Now we can say likeability enhances persuasion and that, at the very least, you don't pay any penalty if people enjoy your ad. ”
Nevertheless, charming commercials are by no means necessary to sell products. It's possible that products for which image is important such as perfumes and soft drinks, will profit more from pleasing ads than will products such as pain relievers.
The passage talks about prime-time TV commercials.
A.TRUE B.FALSE正确答案B
