PASSAGE 38 Despite the growing strength of social networks, television advertising is still the most influential medium in people’s purchase decisions A report from the Television Bureau of Advertising and Knowledge Networks Inc reveals that 37 percent of television viewers make purchase decisions after watching advertisements on television compared to percent for social networks Impact and persuasion are two factors for a successful TV commercial that arouses viewer interest immediately and remains memorable Television advertisements demonstrate their influence in a variety of ways First, television advertisement influence gender differences between male and female For example, the frequent use of male voices in voice-overs conveys the notion that males are more credible and authoritative than female Television advertising influences the impression role-appropriate behaviors for both gender, affecting the popular perception of what makes a successful male or female For instance, commercial about cosmetics further the notion that women’s responsibility is to remain attractive forever Second, television nurtures in children a desire to have freedom of choice, which is important in making purchase decisions independently of their parent Advertisers find them easy to influence into spending money on the advertised product Some children become so obsessed with products they see on TV ads that they pester their parents to get products for them TV commercials further expose the young ones to a dollar’s power and teach them that they can acquire anything with the right price Next, political ads on TV can influence voter decisions Using TV to promote a political campaign helps to avoid selective exposure and gains the attention of 70 percent of voters People who have little information about a political candidate or are not interested in a political campaign often change their attitude toward candidates after viewing their advertisements Political commercials also influence the way voters evaluate a candidate Last, television advertising promotes the notion that buying products equals happiness It nurtures a consumer culture that encourages people to buy new products as a way to conform to the society’s goals, values and pleasures Advertisements also create public awareness about important issues such as diseases, charitable causes or environmental degradation For example, health agencies can use TV for health advertisements focusing on Alzheimer’s disease NGOs or social organizations use commercials to attract volunteers for a charitable activity to better the welfare of others in the society Question What is the main idea of the passage? A The importance of television advertising B The influence of television advertising in many aspects C The impact of television advertisements on children D The effect of television advertisements on society Question According to the first passage, what sentence is NOT true? A Television advertisements are less effective in persuading people to buy things than social networks B The two factors for a successful television advertisement C There are many advertisements depending on genders D Many purchase decisions are made after watching advertisements Question The word "authoritative” in paragraph is closest in meaning to _ A independent B dependent C reliable D local Question According to paragraph 3, what does television stimulate children? Page A A desire to be free from their parents B A hope to become an important person in their family C An expectation to buy everything they want D A wish to have freedom of choice Question The pronoun "them” in paragraph refers to A products B some children C TV ads D their parents Question What is the effect of political ads on TV? A It helps to expose the selection in a political campaign B It helps to make other people more interested in politics C It helps to gain the majority of voters' attention D It helps to change people's attitude about advertisement Question The word "evaluate" in paragraph could best be replaced by A assess B determine C select D consider Question What can be inferred from the last paragraph? A Television advertising not only encourages people to buy products but also enhances their awareness of important issues B Television advertisements make people think that happiness only comes if they buy new products C Television advertising should not focus on important issues such as diseases, charity or environment D Television advertisements cannot be used NGOs or other organizations ĐÁP ÁN 1-B 2-A 3-C 6-C 7-A 8-A 4-D 5-B LỜI GIẢI CHI TIẾT Question 1: Ý đoạn văn gì? A Tầm quan trọng quảng cáo truyền hình B Ảnh hưởng quảng cáo truyền hình nhiều mặt C Tác động quảng cáo truyền hình đến trẻ em D Tác dụng quảng cáo truyền hình xã hội => Dẫn chứng: Television advertisements demonstrate their influence in a variety of ways Dịch: Quảng cáo truyền hình chứng minh tầm ảnh hưởng họ theo nhiều cách khác Question 2: Theo đoạn văn đầu tiên, câu KHÔNG đúng? A Quảng cáo truyền hình hiệu việc thuyết phục người mua đồ mạng xã hội B Hai yếu tố để quảng cáo truyền hình thành cơng C Có nhiều quảng cáo tùy thuộc vào giới tính D Nhiều định mua hàng đưa sau xem quảng cáo Page => Dẫn chứng: Despite the growing strength of social networks, television advertising is still the most influential medium in people’s purchase decisions A report from the Television Bureau of Advertising and Knowledge Networks Inc reveals that 37 percent of television viewers make purchase decisions after watching advertisements on television compared to percent for social networks Dịch: Bất chấp sức mạnh ngày tăng mạng xã hội, quảng cáo truyền hình phương tiện có ảnh hưởng lớn định mua hàng người Một báo cáo từ Cục Quảng cáo Mạng lưới Kiến thức Truyền hình Inc tiết lộ 37% người xem truyền hình đưa định mua hàng sau xem quảng cáo truyền hình so với 7% cho mạng xã hội Question 3: Dẫn chứng: For example, the frequent use of male voices in voice-overs conveys the notion that males are more credible and authoritative than female Dịch: Ví dụ, việc sử dụng thường xuyên giọng nói nam giới giọng nói truyền tải quan niệm nam giới đáng tin cậy có thẩm quyền nữ giới.=> = reliable (đáng tin cậy) Question 4: Theo đoạn 3, truyền hình kích thích trẻ em điều gì? A Mong muốn tự khỏi cha mẹ B Một hy vọng để trở thành người quan trọng gia đình họ C Một kỳ vọng để mua thứ họ muốn D Một mong muốn có tự lựa chọn => Dẫn chứng: Second, television nurtures in children a desire to have freedom of choice, which is important in making purchase decisions independently of their parent Thứ hai, truyền hình ni dưỡng trẻ em mong muốn có tự lựa chọn, điều quan trọng việc đưa định mua hàng độc lập với cha mẹ chúng Question 5: => Dẫn chứng: Some children become so obsessed with products they see on TV ads that they pester their parents to get products for them Dich: Một số trẻ em bị ám ảnh sản phẩm chúng thấy quảng cáo TV chúng mắng cha mẹ để lấy sản phẩm cho chúng Question 6: Ảnh hưởng quảng cáo trị TV gì? A Nó lựa chọn chiến dịch trị B Nó khiến cho người khác quan tâm đến trị C Nó giúp thu hút phần lớn ý cử tri D Nó giúp thay đổi thái độ người quảng cáo => Dẫn chứng: Using TV to promote a political campaign helps to avoid selective exposure and gains the attention of 70 percent of voters Dịch: Sử dụng TV để thúc đẩy chiến dịch trị giúp tránh tiếp xúc có chọn lọc thu hút ý 70 phần trăm cử tri Question 7: => Dẫn chứng: Political commercials also influence the way voters evaluate a candidate Page Dịch: Quảng cáo trị ảnh hưởng đến cách cử tri đánh giá ứng cử viên = assess (đánh giá) Page