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Marketers have more options in today's increasingly multilingual society - a variety of electronic and print media can address groups of consumers in different languages．Various factors influence the choice of media and language．In some cases，it's simply practical to advertise in the consumer's native language，particularly if many of the consumers in this group are primarily monolingual．In other cases，by advertising on，say，a Spanish television channel in the US，an advertiser may earn the respect of the consumer by addressing him in his native language，as well as develop positive associations with the medium and its unique content．Now，marketers have another factor to consider when deciding where to advertise and in what language．A paper．Do bilinguals have two personalities？A special case of cultural frame switching published by researchers at the University of Texas，shows that bilingual individuals exhibit different personality characteristics when speaking different languages．
    Lead researcher Nairan Ramirez-Esparza，tested individuals who were bilingual in English and Spanish for various personality traits，and found that the subjects answered the questions differently when asked in English and Spanish．The new work built on past research showed the values of subjects changed when they were surrounded by stimuli from different cultures．
    How can marketers take advantage of "cultural frame switching"？It may sound challenging without specific research，but at least for Spanish，English bilinguals in the US，there is now some hard data on the language-related personality shift．Extrapolating to other language combinations may be possible，too．Since the Spanish/English bilingual results seem to be in agreement with testing of monolingual Spanish and English speakers，language-specific testing of bilingual subjects may not be essential to get an idea of what kind of cultural frame switching might occur in other bilingual combinations．Rather，comparing known personality differences for each language/ culture would give an indication of the differences bilingual individuals would exhibit．
    I think it would be a mistake to over-emphasize this phenomenon over other criteria affecting the selection of appropriate media and language to reach a target market．Clearly，the major considerations of demographics （人口統(tǒng)計資料），perception of the medium，language fluency，etc．should remain major factors．Besides，the language-driven cultural frame switching may not make much difference to many products or services．If the product does attract one cultural personality more，though，it may make sense to exploit that difference of the other decision criteria are more or less equivalent．
    The researchers point out that the differences aren't great．Even if slight，though，the differences are noticeable．
Cultural Frame Switching：Different Language，Different Personality
Concept of cultural frame switching Cultural frame switching refers to the phenomenon of shifting from one cultural mindset to another when people are （1）
exposed
exposed
to their new cultural environment．
Applications of cultural frame switching Cultural frame switching is a factor marketers now take into （2）
account/consideration
account/consideration
to reach target customers．
Personality shift proves to be（3）
existent
existent
for Spanish/ English bilinguals，which makes it not （4）
necessary/essential
necessary/essential
to do language-specific testing of bilingual subjects．
Looking for the known personality differences between each language/culture would give marketers a better （5）
understanding/idea
understanding/idea
of how bilingual individuals would （6）
behave
behave
in two different cultures．
Facts about cultural frame switching It's wrong to put too much （7）
stress/emphasis
stress/emphasis
on the functions of cultural frame switching．
Compared with other criteria，the language-driven cultural frame switching simply plays a （n） （8）
minor/unimportant
minor/unimportant
role in marketing success．
Providing that a product （9）
appeals
appeals
to a certain cultural personality more，the difference is worth employing．
Conclusion The effect different languages have on personality is （10）
slight
slight
but noticeable．

【考點】社會．
【答案】exposed；account/consideration；existent；necessary/essential；understanding/idea；behave；stress/emphasis；minor/unimportant；appeals；slight
【解答】
【點評】
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發(fā)布：2024/6/27 10:35:59組卷：8引用：2難度：0.7
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  • 1．The first drawings on walls appeared in caves thousands of years ago．Later the Ancient Romans and Greeks wrote their names and protest （抗議） poems on buildings．Modern graffiti （涂鴉藝術(shù)） seems to have appeared in Philadelphia in the early 1960s，and by the late sixties it had reached New York．The new art form really took off in the 1970s，when people began writing their names，or "tags"，on buildings all over the city．In the mid-seventies it was sometimes hard to see out of a subway car window，because the trains were completely covered in spray （噴射） paintings known as masterpieces．
       In the early days，the "taggers" were part of street crowds who were concerned with marking their territory （領(lǐng)地）．They worked in groups called "crews" and called what they did "writing"-the term "graffiti" was first used by The New York Times and the novelist Norman Mailer．Art galleries in New York began buying graffiti in the early seventies．But at the same time when it began to be regarded as an art form，John Lindsay，the then mayor of New York，declared the first war on graffiti．By the 1980s it became much harder to write on subway trains without being caught，and instead many of the more established graffiti artists began using roofs of buildings．
       The debate over whether graffiti is art or deliberate damage is still going on．Peter Vallone，a New York city councilor （顧問），thinks that graffiti done with permission can be art，but if it is on someone else's property it becomes a crime． "I have a message for the graffiti destroyers out there，" he said recently， "and your freedom of expression ends where my property begins．" On the other hand，F(xiàn)elix，a member of the Berlin-based group Reclaim Your City，says that artists are reclaiming （開拓，改造） cities for the public from advertisers，and that graffiti represents freedom and makes cities livelier．
       For decades graffiti has been a springboard （跳板） to international fame for a few．Jean-Michel Basquiat began spraying on the street in the 1970s before becoming a respected artist in the 80s．The Frenchman Blek le Rat and the British artist Banksy have achieved international fame by producing complex works with stencils （模板），often making political or humorous points．Works by Banksy have been sold for over ￡ 100，000．Graffiti is now sometimes big business．

    （1）Why was the seventies an important decade in the history of graffiti？

    A．That was when modern graffiti first appeared．
    B．That was when modern graffiti first became really popular．
    C．That was when graffiti first reached New York．
    D．That was when graffiti first appeared on subway car windows．
    （2）What does the underlined word "taggers" in the second paragraph mean？

    A．Names of people who draw graffiti．
    B．Building where paints were sprayed．
    C．People who marked surface with graffiti．
    D．People who were interested in graffiti．
    （3）The Berlin-based group Reclaim Your City holds the view that
    ．
    A．involving young people in graffiti stops them being involved with serious crime．
    B．graffiti helps the public to own the streets and take control away from advertisers．
    C．graffiti actually increases the value of property by making the area more attractive．
    D．graffiti can free artist from being caught by the police．
    （4）What is the author's final opinion about graffiti？

    A．Graffiti has now become mainstream and can benefit artists．
    B．Graffiti is not a good way to become a respected artist．
    C．Some popular graffiti artists end up being ignored by the art world．
    D．Some graffiti caused inconvenience to the local environment．

    發(fā)布：2024/10/25 17:0:1組卷：1引用：1難度：0.6

  • 2．Has the volume in a restaurant ever made you finish your meal early？If so，you're not alone.Restaurants handle diners in various ways to influence food choices and consumption，from lighting to menu to server presentation.Unfortunately for those headache-prone restaurant goers，some places also choose to turn up the tunes and the background noise.
       Chef Mario Batali is often blamed for the phenomenon of very loud or noisy restaurants in the 1990s，when he decided to flood the dining room with the same loud tunes he was playing in his kitchen.And other chefs followed suit.Some restaurateurs felt a "livelier" atmosphere encouraged more customers to dine there，and a side "benefit" was quicker table turnover，thus increasing the number of people who could dine in a specific evening.
       A 1985 study out of Fairfield University looked at how chewing speed varied according to the type of music being played.Although the volume level was kept the same for both musical situations，it's important to note that fast-tempo（節(jié)奏）music often gives the impression of being louder than slower music.
       "A significant increase in the number of bites per minute was found，and the effect was largest for fast music"，the researchers wrote in the study.So，the faster，louder music gets people to down their food more quickly，relieving the table for future customers.
       There are opinions about whether or not this is a sound practice."A restaurant that places profit above dining experience often plays loud music with a fast tempo that puts diners under pressure to eat more quickly，even if that means they're less able to enjoy their meal"，writes Dr.Neel Burton in Psychology Today，adding that loud，fast music reduces appetite.
       What's more，some would-be repeat diners will shy away for fear of another very loud meal.The non-profit group Action on Hearing Loss found in a 2016 survey of nearly 1，500 people that 91% of those who view a restaurant as too noisy would choose not to return.

    （1）Why did some bosses of the restaurants favour loud music？

    A．It could increase the popularity of their chefs.
    B．It was the favorite kind of music of them.
    C．It made the restaurants softer and sweeter.
    D．It might help attract more customers.
    （2）What plays the most important role in the effect of music on diners according to the passage？

    A．Its content.
    B．Its speed.
    C．Its length.
    D．Its quality.
    （3）What is Dr.Neel Burton's attitude towards flooding restaurants with noisy music？

    A．Doubtful.
    B．Positive.
    C．Disapproving.
    D．Objective.
    （4）What could be a suitable tile for the text？

    A．What People Think of Loud Restaurants？
    B．Are Customers to Blame？
    C．How Restaurants Improve Themselves？
    D．Does Loud Music Really Benefit Restaurants？

    發(fā)布：2024/10/25 17:0:1組卷：2引用：1難度：0.5

  • 3．Has the volume in a restaurant ever made you finish your meal early？If so，you're not alone．Restaurants handle diners in various ways to influence food choices and consumption，from lighting to menu to server presentation．Unfortunately for those headache-prone restaurant goers，some places also choose to turn up the tunes and the background noise．
       Chef Mario Batali is often blamed for the phenomenon of very loud or noisy restaurants in the 1990s，when he decided to flood the dining room with the same loud tunes he was playing in his kitchen．And other chefs followed suit．Some restaurateurs felt a "livelier" atmosphere encouraged more customers to dine there，and a side "benefit" was quicker table turnover，thus increasing the number of people who could dine in a specific evening．
       A 1985 study out of Fairfield University looked at how chewing speed varied according to the type of music being played．Although the volume level was kept the same for both musical situations，it's important to note that fast-tempo （節(jié)奏） music often gives the impression of being louder than slower music．
       "A significant increase in the number of bites per minute was found，and the effect was largest for fast music，" the researchers wrote in the study．So，the faster，louder music gets people to down their food more quickly，relieving the table for future customers．
       There are opinions about whether or not this is a sound practice． "A restaurant that places profit above dining experience often plays loud music with a fast tempo that puts diners under pressure to eat more quickly，even if that means they're less able to enjoy their meal，" writes Dr．Neel Burton in Psychology Today，adding that loud，fast music reduces appetite．
       What's more，some would-be repeat diners will shy away for fear of another very loud meal．The non-profit group Action on Hearing Loss found in a 2016 survey of nearly 1，500 people that 91% of those who view a restaurant as too noisy would choose not to return．

    （1）Why did some bosses of the restaurants favour loud music？

    A．It might help attract more customers．
    B．It was the favorite kind of music of them．
    C．It made the restaurants softer and sweeter．
    D．It could increase the popularity of their chefs．
    （2）What plays the most important role in the effect of music on diners according to the passage？

    A．Its content．
    B．Its length．
    C．Its speed．
    D．Its quality．
    （3）What is Dr．Neel Burton's attitude towards flooding restaurants with noisy music？

    A．Doubtful．
    B．Disapproving．
    C．Positive．
    D．Objective．
    （4）What could be a suitable tile for the text？

    A．What People Think of Loud Restaurants？
    B．Are Customers to Blame？
    C．How Restaurants Improve Themselves？
    D．Does Loud Music Really Benefit Restaurants？

    發(fā)布：2024/10/25 17:0:1組卷：6引用：1難度：0.5
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