第十一类 传媒
38. "In the age of television, reading books is not as important as it once was. People can learn as much by watching television as they can by reading books."
电视时代的读书已经不像以前那么重要了。人们通过看电视学到的和他们读书所能学到的一样多。
Disagree
1. Admittedly, television holds certain advantages over books for imparting certain types of knowledge.
2. However, the speaker overlooks several respects in which books are inherently superior to television as a medium for learning.
3. The speaker also ignores the decided tendency on the part of owners and managers of television media to filter information in order to appeal to the widest viewing audience, and thereby maximize profit.
4. Another compelling argument against the speaker’s claim has to do with how well books and television serve their respective archival functions.
现代技术之电视和读书
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60. "The media--and society in general--mistakenly expect an individual to speak for a particular group, whether or not that individual truly represents the views of the entire group."
媒体和整个社会错误地希望某个人的发言就是代表了某一个特定的群体，无论这个个人是否代表了整个群体的意见。
There is high risk that the media and society may place unrealistically high expectation on an individual’s ability to represent a particular group.
1. The interviewees, usually chosen by chance to present through the media, cannot represent either the whole public of a particular group.
2. Even in a so-called democratic country, the representative chosen by a particular group on the basis of majority rule are not supposed to speak for the majority of the group.
3. It is necessary for society to remain sensitive to the limitations of representatives to represent the public.
少数和多数之发表意见
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109. "The purpose of many advertisements is to make consumers want to buy a product so that they will 'be like' the person in the ad. This practice is effective because it not only sells products but also helps people feel better about themselves."
很多广告的目的是要消费者去购买一件产品以使得消费者们像广告中的人物。这类的广告很有效因为它不仅是在销售产品更是在帮助人们自我感觉更好。
This assertion actually consists of two claims: that this advertising technique is used effectively in selling many products, and that consumers who succumb to this technique actually feel better about themselves as a result. While I agree with the first claim, I strongly disagree with the second one.
1. As for whether the many, many ads portraying models are effective in selling products, I am not privy to the sort of statistical information required to answer this question with complete certainty. However, my intuition is that this technique does help sell products; otherwise, advertisers would not use it so persistently.
2. Consumers lured by the hope of "being like" the person in an ad might experience some initial measure of satisfaction in the form of an ego boost. However, this sense of optimism is ephemeral, invariably giving way to disappointment that the purchase did not live up to its implicit promise.
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