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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 author will agree that China"s middle-class households ______.
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With increasing prosperity, Western European youth is having a fling that is creating distinctive consumer and cultural patterns.The result has been the increasing emergence in Europe of that phenomenon well known in America as the "youth market". This is a market in which enterprising businesses cater to the demands of teenagers and older youths in all their rock mania and pop-art forms.In Western Europe, the youth market may appropriately be said to be in its infancy. In some countries such as Britain, West Germany and France, it is more advanced than in others. Some manifestations of the market, chiefly sociological, have been recorded, but it is only just beginning to be the subject of organized consumer research and promotion.Characteristics of evolving European youth market indicate dissimilarities as well as similarities to the American youth market.The similarities:The market"s basis is essentially the same—more spending power and freedom to use it in the hands of teenagers and older youth. Young consumers also make up an increasingly high proportion of the population.As in the United States, youthful tastes in Europe extend over a similar range of products—records and record players, transistor radios, leather jackets and "way-out", extravagantly styled clothing, cosmetics and soft drinks. Generally it now is difficult to tell in which direction trans-Atlantic teenage influences are flowing.Also, a pattern of conformity dominates Europe youth as in this country, though in Britain the object is to wear clothes that "make the wearer stand out," but also make him "in," such as tight trousers and precisely tailored jackets.Worship and emulation of "idols" in the entertainment field, especially the "pop" singers and other performers is pervasive. There"s also the same exuberance and unpredictability in sudden fad switches. In Paris, buyers of stores catering to the youth market carefully watch what dress is being worn by a popular television teenage singer to be ready for a sudden demand for copies. In Stockholm other followers of teenage fads call the youth market "attractive but irrational."The most obvious differences between the youth market in Europe and that in the United States is in size. In terms of volume and variety sales, the market in Europe is only a shadow of its American counterpart, but it is a growing shadow. Which of the following statements is true about the youth in Britain
The HMS Ontario is one of the most famous shipwrecks and was discovered by two Rochester engineers Jim Kennard, 64, who has spent more than half his life pursuing The HMS Ontario, along with Dan Scoville, 35, a shipwreck diver. They discovered The HMS Ontario deep off the southern shore of Lake Ontario when side-scanning sonar system that Mr. Kennard, a retired Kodak engineer, designed and built himself, showed a picture of something deep in Lake Ontario. The location of the shipwreck had been unknown for 228 years.Experienced shipwreck divers Jim Kennard and Dan Scoville have discovered seven of Lake Ontario"s estimated 500 shipwrecks in the last six years alone. Jim Kennard also designed a microwave-sized remote submersible that they deployed to go down and take the shipwreck"s video. The shipwreck is quite deep in Lake Ontario, so the remote machine with video was very useful."Right away we saw the quarter gallery, the windows in the stem, the cannons," said Jim Kennard. "There was no mistaking. That"s when we started getting excited." The discovery of the ship wreck was confirmed by the HMS Ontario expert Canadian Arthur Britton Smith, who authored the definitive book on the HMS Ontario.The loss of the HMS Ontario, is one of the worst-ever disasters recorded on Lake Ontario. In her time the HMS Ontario was the most-feared ship on the Great Lakes. It was 1780 and the Yankees were threatening to storm across Lake Ontario and seize Montreal from the British. But the intimidating 226-ton Ontario--22 cannons, two 80-foot masts, a beamy hull with cargo space for 1000 barrels, was intimidating. On Oct. 31, 1780, she sailed into a storm with around 120 passengers on board and was never seen again. The British tried to keep the news of the ship wreck hush.The HMS Ontario appears to be in perfect shape and the HMS Ontario has aged remarkably well though zebra mussels cover much of the woodwork. Leaning on a 45-degree angle, her masts still jut straight up from her decks where several guns lie upside-down and a brass bell, brass cleats and the stem lantern are perfectly visible. The Seven windows across her stem still have glass. Shipwrecks in cold freshwater are well preserved, that is why great lakes shipwrecks are prized. At 500 feet deep, where the HMS Ontario lies, there is no light and no oxygen to speed up the decomposition, and little marine life to feed on the wood.There was no evidence of the roughly 113 Canadian men, women, children and American prisoners who went down with the ship—the passengers—mostly Canadian soldiers from the 34th regiment—were never found. Nobody knows for sure how many passengers perished on the Ontario; the British kept their prisoner counts secret.Out of worries over looting, Mr. Jim Kennard and Mr. Dan Scoville are not revealing the HMS Ontario"s location. The vessel sits in water up to 500 feet deep and cannot be reached by anyone other than experienced divers. It is not believed to have any shipwreck treasure on it as was reported other than a few shipwreck coins that belonged to the passengers.Kennard said he and his partner have gathered enough ship wreck video of the ship that it will not be necessary to return to the site. He added that they hope to make a documentary about the discovery with the video of the shipwreck.The Great Lakes host many shipwreck locations and there are an estimated 4,700 shipwrecks in total, of which 500 are in Lake Ontario. Freshwater shipwrecks are famous for their preservation of the vessels and make popular diving spots. Great Lakes shipwrecks are highly valued because ______.
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. What does the author think about sending e-mails from the pool
在索赔谈判的过程中，保险经纪人应忠实于______。
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