Celebrity endorsements Despite the fact that companies believe celebrities had a

Celebrity endorsements

Despite the fact that companies believe celebritieshad a lot of pull with regard to the buying trends of consumers, researchershave discovered that this does not seem to be the case. British and Swissresearchers carried out a study showing that advertisements made by celebritieslike David Beckham and Scarlett Johansson are not as effective as those byordinary people.

In a sample of 298 students, researchers presented amagazine advertisement for a digital camera that was endorsed (为…做广告宣传) by a fictionalstudent claiming the camera was “hot” and his “preferred choice”. The sameadvertisement was shown to other students, but with a difference: The camerawas endorsed by a famous person in Germany.

While the students said that both advertisements werebeneficial, the one made by the student topped the celebrity one if studentsaimed to impress others with their purchases (购买).More than half of the students, who admitted purchasing products that wouldimpress others, said they were influenced by the student’s advertisement. Only20％ said the celebrity one would affect theirbuying decision.

Professor Brett Martin of the University of Bath’sSchool of Management, explained that the findings could be used not only inGermany, but in other countries as well. “ Our research questions whethercelebrities are the best ways to sell products,” said Prof Martin.“Celebritiescan be effective but we found that many people were more convinced by anendorsement from a fictional fellow student. This is because many people feel aneed to keep up with the Jones when they buy.”

1.Some companies think the celebrities endorsement          ．

A．is popularwith the consumers

B．can pull allthe consumers into the shops

C．can affectthe consumers’ purchasing

D．is aseffective as an endorsement from common people

2.Which of the following ads would be more effectiveto common consumers, according to

the experiment?

An ad featuring lovely pandas.

An ad made by David Beckham.

An ad made by fictional common people.

An ad with beautiful natural scenery.

3.The underlined words “the Jones” in the lastparagragh refer to“     ”．

A．someonecalled Jones                    B．common people

C．the Jonesfamily                         D．celebrities

4.We can infer from the passage that       ．

A．celebritiescheat consumers in advertisement

B．theresearchers here are against celebrity endorsement

C．the student’s ads are more reliable than those made by celebrities

D．companiesneedn’t spend so much money on celebrityendorsement

5.We can probably read the article in       ．

A．a localnewspaper                       B．a sciencereport

C．an academicjournal                     D．a textbook

试题答案

【答案】

1.C

2.C

3.B

4.D

5.A

【解析】

试题