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The 35-year-old Beijing woman is watching an ad showing a giant television made by the Chinese company Haler. A stream of introduction for the television floats in and out of view, including one about receiving electronic mail over the tube. A suffer tides the waves between skyscrapers, his wash leaving an "@" in the water. The ad is "too direct", she tells an interviewer. "There is this guy talking, telling me all about the product, showing me some images. We get it—but we don"t like it."Since a Shanghai television station aired China"s first TV commercial in 1979, most have been the plain, straightforward, tell-the-name-of-the-product-and-what-it-does kind. Those started disappearing in the U.S. in the late 1960s in favor of more subtle pitches using irony and humor. Now a study says Chinese commercials don"t have to talk down to consumers anymore either—at least the one-third of them living in China"s prosperous cities, and who most interest advertisers.Even the Western agencies that win awards elsewhere for hip, inventive commercials usually keep it simple in China. After all this country only began flirting with capitalism 20 years ago and is fairly new to advertising. And to consumer culture, too. China is still a developing nation where an income of just $2,000 a year qualifies an urban household as middle-class. On the other hand, city people who once aspired to own the "big three"—a television, refrigerator and washing machine—have already moved up to DVD players and mobile phones. And with a population of 1.3 billion, the world"s largest, China is a huge market. That is why the world"s largest companies, from Coca-Cola to Procter & Gamble, are battling it out in China. Advertisers spent more than $500 million dollars through the first half of the year, estimates market researcher, making China the largest advertising market in Asia after Japan.The prevailing view of many of those advertisers and their agencies is that the Chinese don"t yet get clever or subtle advertising and they prefer a straightforward ad with lots of information. But the April survey of almost 500 people in five China"s largest cities discovered "a savvy urban population, tired of a diet of "boring" ads and hungry to be treated as the sophisticated decision-makers they are." In short, the Chinese appreciation of what makes a good ad is no different from their counterparts anywhere else in the world. The 35-year-old woman was dissatisfied with the Haier ad because ______.
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The 35-year-old Beijing woman is watching an ad showing a giant television made by the Chinese company Haler. A stream of introduction for the television floats in and out of view, including one about receiving electronic mail over the tube. A suffer tides the waves between skyscrapers, his wash leaving an "@" in the water. The ad is "too direct", she tells an interviewer. "There is this guy talking, telling me all about the product, showing me some images. We get it—but we don"t like it."Since a Shanghai television station aired China"s first TV commercial in 1979, most have been the plain, straightforward, tell-the-name-of-the-product-and-what-it-does kind. Those started disappearing in the U.S. in the late 1960s in favor of more subtle pitches using irony and humor. Now a study says Chinese commercials don"t have to talk down to consumers anymore either—at least the one-third of them living in China"s prosperous cities, and who most interest advertisers.Even the Western agencies that win awards elsewhere for hip, inventive commercials usually keep it simple in China. After all this country only began flirting with capitalism 20 years ago and is fairly new to advertising. And to consumer culture, too. China is still a developing nation where an income of just $2,000 a year qualifies an urban household as middle-class. On the other hand, city people who once aspired to own the "big three"—a television, refrigerator and washing machine—have already moved up to DVD players and mobile phones. And with a population of 1.3 billion, the world"s largest, China is a huge market. That is why the world"s largest companies, from Coca-Cola to Procter & Gamble, are battling it out in China. Advertisers spent more than $500 million dollars through the first half of the year, estimates market researcher, making China the largest advertising market in Asia after Japan.The prevailing view of many of those advertisers and their agencies is that the Chinese don"t yet get clever or subtle advertising and they prefer a straightforward ad with lots of information. But the April survey of almost 500 people in five China"s largest cities discovered "a savvy urban population, tired of a diet of "boring" ads and hungry to be treated as the sophisticated decision-makers they are." In short, the Chinese appreciation of what makes a good ad is no different from their counterparts anywhere else in the world. The passage mainly intends to discuss ______.
Some products respond to consumers" needs; others, like Sony"s airboard, seek to create them. Like sending e-mails from the pool, or curling up in bed with your favorite sitcom. This futuristic apparatus combines the functions of a television, a DVD player and the Internet into a portable tablet the size of a place mat. If it catches on, it could change the concept of being digital at home.At 1.5kg, the airboard is light enough to carry anywhere in the house, and can send and receive data wirelessly from a base station hooked up to home-entertainment equipment. A 10.4-inc. (26-cm) LCD screen delivers vivid moving images or can serve as a digital photo album, and a touch-panel display eliminates the need for a keyboard. Sony, which began selling the device in Japan late last year, praises it as the Walkman of the information age. "It is amazing," says company president Kunitake Ando, who loftily describes the device as a gateway connecting the home to the outside world and eventually linking all appliances within. "The wireless environment will become quite common pretty soon."I tried out the airboard in my Tokyo apartment, and I have to admit: it"s way cool. First of all, airboarding is easy. I didn"t crack the instruction manual once to get the thing set up—and this is from someone who has trouble finding the "record" button on the VCR. Relaxing on my balcony, I could call up the airboard"s on-screen remote control and start playing video. By pressing another button, I could Net surf or check my e-mail account, while a split screen let me simultaneously watch my movie. The airboard"s base station—the size of a shoe box—doubles as a stand and battery charger. There is a slot for inserting a Sony memory stick, the gum-stick-sized cassette used to store photos and other digital files.But the airboard is not for everybody. At $1,065, it costs as much as a laptop but isn"t meant for serious computing. Checking e-mail is easy, but a 56-kbps modem makes for pretty slow surfing. The touch panel is fine for sending quick messages, but pushing the on-screen buttons is tedious for anything longer. The last paragraph is intended to point out ______.
Some products respond to consumers" needs; others, like Sony"s airboard, seek to create them. Like sending e-mails from the pool, or curling up in bed with your favorite sitcom. This futuristic apparatus combines the functions of a television, a DVD player and the Internet into a portable tablet the size of a place mat. If it catches on, it could change the concept of being digital at home.At 1.5kg, the airboard is light enough to carry anywhere in the house, and can send and receive data wirelessly from a base station hooked up to home-entertainment equipment. A 10.4-inc. (26-cm) LCD screen delivers vivid moving images or can serve as a digital photo album, and a touch-panel display eliminates the need for a keyboard. Sony, which began selling the device in Japan late last year, praises it as the Walkman of the information age. "It is amazing," says company president Kunitake Ando, who loftily describes the device as a gateway connecting the home to the outside world and eventually linking all appliances within. "The wireless environment will become quite common pretty soon."I tried out the airboard in my Tokyo apartment, and I have to admit: it"s way cool. First of all, airboarding is easy. I didn"t crack the instruction manual once to get the thing set up—and this is from someone who has trouble finding the "record" button on the VCR. Relaxing on my balcony, I could call up the airboard"s on-screen remote control and start playing video. By pressing another button, I could Net surf or check my e-mail account, while a split screen let me simultaneously watch my movie. The airboard"s base station—the size of a shoe box—doubles as a stand and battery charger. There is a slot for inserting a Sony memory stick, the gum-stick-sized cassette used to store photos and other digital files.But the airboard is not for everybody. At $1,065, it costs as much as a laptop but isn"t meant for serious computing. Checking e-mail is easy, but a 56-kbps modem makes for pretty slow surfing. The touch panel is fine for sending quick messages, but pushing the on-screen buttons is tedious for anything longer. The author has speculated about the airboard"s ______.
In a recent book entitledThe Psychic Life of Insects, Professor Bouvier says that we must be careful not to credit the little winged fellow with intelligence when they behave in what seems like an intelligent manner. They may be only reacting. I would like to confront the Professor with an instance of reasoning power on the part of an insect which cannot be explained away in any other manner.During the summer, while I was at work on my doctoral thesis, we kept a female wasp at our cottage. It was more like a child of our own than a wasp, except that it looked more like a wasp than a child of our own. That was one of the ways we told the difference.It was still a young wasp when we got it and for some time we could not get it to eat or drink, it was so shy. Since it was female, we decided to call it Miriam.One evening I had been working late in my laboratory fooling around with some gin and other chemicals, and in leaving the room I tripped over a line of diamonds which someone had left lying on the floor and knocked over my card index which contained the names and addresses of all the larvae worth knowing in North American. The cards went everywhere.I was too tired to stop to pick them that night. As I went, however, I noticed the wasp was flying about in circles over the scattered cards. "Maybe Miriam will pick them up", I said half laughingly to myself, never thinking for one moment that such would be the case.When I came down the next morning Miriam was still asleep in her box, evidently tired out. And well she might have been. For there on the floor lay the cards scattered all about just as I had left them the night before. The faithful little insect had buzzed about all night trying to come to some decision about picking them up and arranging them in the boxes for me, and then had figured out for herself that, as she knew practically nothing on larvae of any sort except wasp larvae, she would probably make more of a mess of rearranging them than if she had left them on the floor for me to fix. It was just too much for her to tackle, and discouraged, she went over and lay down in her box, where she cried herself to sleep. Which of the following statements was based on facts rather than on the author"s pure thinking
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