Bên cạnh PHÂN TÍCH ĐỀ THI THẬT TASK 2 (dạng advantages & disadvantages) Some students work while studying. Discuss the advantages and disadvantages of this trend and give your opinion?NGÀY 04/8/2020 IELTS WRITING GENERAL MÁY TÍNH (kèm bài được sửa hs đi thi), IELTS TUTOR cũng cung cấp 🔥Advertising Needs Attention​: Đề thi thật IELTS READING (IELTS Reading Recent Actual Test) - Làm bài online format computer-based, kèm giải thích từ vựng & cấu trúc ngữ pháp khó

Advertising Needs Attention

The harder advertisers try to get your attention, the more your brain ignores them.
Rane Raymond, a consumer psychologist at the University of Wales in Bangor, is carefully holding and gazing at a bottle of Chillz mineral water like a baby. Despite being made of clear plastic, it looks as if it has been carved from ice. This simple feature means shoppers are drawn to this bottle over the others on the shelf and cannot resist picking it up, Raymond says. She studies the subtle factors that motivate us to buy what we buy and advises big companies on how powerful an advertisement is, and how it could be designed to stick more firmly in a consumer's memory. Most of all, she works out how to attract your attention.

In today's fast-paced consumer world, attention is in short supply. Whether we are taking our time shopping in a mall, surfing the Internet for information, or just watching television as a form of passive entertainment, consumers are surrounded by messages every 15 seconds of our waking lives, according to some estimates. Last year, companies worldwide spent $401 billion on advertising, according to the independent World Advertising Research Centre in the UK. But as the graveyard of failed products shows, they usually get it wrong.

Nine out of 10 new products meet an early death, says Jamie Rayner, director of research at ID Magasin, a UK consultancy specializing in consumer behavior. And the reason, he explains, is simple: conventional advertising has ceased to work. Rayner and his colleagues have measured how consumers, particularly regular commuters, react to advertising, and their conclusion should alarm many executives. They used a camera embedded in a pair of glasses to record their gaze as they glanced at advertisements on their journey to and from work. After analyzing the recordings and questioning the subjects, they found that most of the advertisements made no impression at all: only about one percent could be recalled without prompting. It seems that although we may be looking at brands and advertisements all day long, most of the time we're not taking anything in.>> Form đăng kí giải đề thi thật IELTS 4 kĩ năng kèm bài giải bộ đề 100 đề PART 2 IELTS SPEAKING quý đang thi (update hàng tuần) từ IELTS TUTOR

Raymond thinks she knows why. Her move from research in visual processing into consumer psychology began in the early 1990s when she discovered some strange behaviors in the brain's attentional system. She showed people a stream of letters and numbers on a screen and asked them to look out for a letter X. When she asked her volunteers afterward what they had seen, she found that if the X appeared up to half a second or so after the white letter, or vice versa, people failed to see it. She concluded that if something catches your attention, your brain is blind to anything else for a short period afterward. She called this effect the "attentional blink." In short, the reason most advertising doesn't work is that we're in a severe state of attentional overload. Unless advertising is presented in a way the brain can absorb, it is simply not seen, Raymond says.

So what does this mean for advertisers? A typical television advertisement consists of a series of attention-grabbing images interspersed with the product. But unless the scenes in the advertisement are cut to take account of attentional blinks, the brain is likely to ignore the information the advertiser wants to get across. The same applies to magazine advertisements, where viewers often register the main image but fail to pick up on the secondary images—the bits advertisers often desperately want us to see. Raymond says advertisers consistently fail to consider how easily the brain misses the point. It's not that they haven't realized that the space and time they have to get their message across has shrunk. But advertisers respond by cramming in even more complex information. Raymond is opposed to this and her advice is simple: deliver your message in a straightforward manner and do so slowly, gently, and concisely.

After her research on the attentional blink, she wondered whether attention would be linked to other processes in the brain, particularly emotion. Could our attentional state influence whether we like or dislike a brand, for example? Today, companies are hugely interested in the emotional value of their brands as they want their products to make us feel good. It is well known that if something elicits positive emotions, then you are more likely to take notice of it. But Raymond's further research also demonstrates that if people are distracted by an image or a brand when performing an intellectually demanding task, they tend to instantly dislike the brands, regardless of its emotional value. So for example, if you are reading a web page when a banner advertisement starts flashing, or are watching a film with intrusive product placement, it is probable you will come to dislike the brand, whatever it is.

This contradicts the more-exposure-the-better rule most of the industry follows, says Raymond, and means that advertising can backfire horribly. Advertisers tend to buy as much exposure for a product as they can, through television and radio commercials, billboards, whatever they think will attract their target audiences. But again, Raymond has found that this doesn't necessarily work in their favor. Perhaps the most dangerous time, says Raymond, is the holiday season when advertisers are madly competing to grab people's attention. "Marketers don't realize that humans digest information like they do food. Once they are full, if they are shown any more food, they're disgusted," she says.

Do the following statements agree with the information given in Reading Passage 1?

Write TRUE if the statement agrees with the information.
Write FALSE if the statement contradicts the information.
Write NOT GIVEN if there is no information on this.

1. Jane Raymond states that Chillz mineral water is packaged in a way that is unattractive to consumers.
2. Consumers are still exposed to more advertising through television commercials than through the medium of the internet.
3. Jamie Rayner says that people are no longer influenced by traditional advertisements.
4. According to Jamie Rayner, the reason that most products are discontinued is that advertising fails to attract consumers.
5. Jane Raymond believes that commercials should be simpler in their content.
6. Advertisements showing unfamiliar brands affect a person's concentration more than ones with familiar brands.
7. Jane Raymond suggests that a product should be advertised in as many ways as possible.

Questions 8-13: Answer the questions below.

1. What group of consumers were specifically targeted in Jamie Rayner's research?
2. What subject did Jane Raymond study before focusing on the behavior of consumers?
3. According to the writer, what important aspect of an advertisement in print do many people fail to notice?
4. According to the writer, what do companies today want their products to have in order to make consumers feel positive about themselves?
5. What does Jane Raymond say will annoy someone watching?
6. According to Jane Raymond, when do advertisers promote their products most fiercely?

1. Gaze (v)

   • Meaning: Nhìn chằm chằm, nhìn chăm chú.
   • IELTS TUTOR xét ví dụ từ bài đọc: "Rane Raymond, a consumer psychologist at the University of Wales in Bangor, is carefully holding and gazing at a bottle of Chillz mineral water like a baby."

2. Attract (v)

   • Meaning: Thu hút, lôi cuốn.
   • IELTS TUTOR xét ví dụ từ bài đọc: "This simple feature means shoppers are drawn to this bottle over the others on the shelf and cannot resist picking it up."

3. Advertiser (n)

   • Meaning: Người làm quảng cáo.
   • IELTS TUTOR xét ví dụ từ bài đọc: "Raymond advises big companies on how powerful an advertisement is, and how it could be designed to stick more firmly in a consumer's memory."

4. Gaze (n)

   • Meaning: Cái nhìn, ánh nhìn.
   • IELTS TUTOR xét ví dụ từ bài đọc: "They used a camera embedded in a pair of glasses to record their gaze as they glanced at advertisements on their journey to and from work."

5. Commuter (n)

   • Meaning: Người đi lại (thường xuyên di chuyển giữa nhà và nơi làm việc).
   • IELTS TUTOR xét ví dụ từ bài đọc: "Rayner and his colleagues have measured how consumers, in particular regular commuters, react to advertising."

6. Overload (n)

   • Meaning: Sự quá tải.
   • IELTS TUTOR xét ví dụ từ bài đọc: "In short, the reason most advertising doesn't work is that we're in a severe state of attentional overload."

7. Intrusive (adj)

   • Meaning: Xâm nhập, gây phiền nhiễu.
   • IELTS TUTOR xét ví dụ từ bài đọc: "if you are reading a web page when a banner advertisement starts flashing, or are watching a film with intrusive product placement."

8. Backfire (v)

   • Meaning: Gây phản tác dụng, không hiệu quả.
   • IELTS TUTOR xét ví dụ từ bài đọc: "Advertising can backfire horribly."

9. Exposure (n)

   • Meaning: Sự tiếp xúc, sự phơi bày.
   • IELTS TUTOR xét ví dụ từ bài đọc: "Advertisers tend to buy as much exposure for a product as they can, through television and radio commercials, billboards."

• Relative Clauses (Mệnh đề quan hệ)

  • Explanation: Mệnh đề quan hệ dùng để bổ sung thông tin về danh từ trước đó. Có thể sử dụng "who," "which," "that," v.v.
  • IELTS TUTOR xét ví dụ từ bài đọc: "Rayner and his colleagues have measured how consumers, in particular regular commuters, react to advertising."
  • IELTS TUTOR giải thích: Mệnh đề này bổ sung thông tin về "consumers" (người tiêu dùng), giải thích cụ thể về những người mà nghiên cứu đã nhắm tới.

• Inversion (Đảo ngữ)

  • Explanation: Đảo ngữ là cấu trúc trong đó vị ngữ được đặt trước chủ ngữ để nhấn mạnh hoặc tạo sự trang trọng, đặc biệt trong câu điều kiện.
  • IELTS TUTOR xét ví dụ từ bài đọc: "Had they realized that the space and time they have to get their message across has shrunk, they might have acted differently."
  • IELTS TUTOR giải thích: Ở đây, câu điều kiện đảo ngữ được dùng để nhấn mạnh hành động mà các nhà quảng cáo có thể đã làm nếu họ nhận thức được điều đó sớm hơn.

• Passive Voice (Câu bị động)

  • Explanation: Câu bị động là câu mà trong đó chủ ngữ không phải là người thực hiện hành động mà là người nhận hành động.
  • IELTS TUTOR xét ví dụ từ bài đọc: "This simple feature means shoppers are drawn to this bottle over the others on the shelf."
  • IELTS TUTOR giải thích: "Shoppers" (người mua) không phải là người thực hiện hành động mà là người nhận hành động (được thu hút).

• Conditionals (Câu điều kiện)

  • Explanation: Câu điều kiện được dùng để diễn tả một điều kiện và kết quả có thể xảy ra trong tương lai.
  • IELTS TUTOR xét ví dụ từ bài đọc: "Unless advertising is presented in a way the brain can absorb, it is simply not seen."
  • IELTS TUTOR giải thích: Đây là câu điều kiện loại 1, chỉ ra rằng nếu quảng cáo không được trình bày một cách hợp lý, nó sẽ không thể thu hút sự chú ý.

• Cấu trúc is likely to

  • IELTS TUTOR xét ví dụ từ bài đọc: "The brain is likely to ignore the information the advertiser wants to get across."
  • IELTS TUTOR giải thích: Câu này sử dụng "likely to" để chỉ sự khả năng, diễn tả rằng rất có thể bộ não sẽ bỏ qua thông tin.

• Nominalization (Danh từ hóa)

  • Explanation: Là quá trình chuyển từ động từ hoặc tính từ thành danh từ để làm câu văn trang trọng và súc tích hơn.
  • IELTS TUTOR xét ví dụ từ bài đọc: "Raymond's further research also demonstrates that if people are distracted by an image or a brand..."

1. FALSE
2. NOT GIVEN
3. TRUE
4. FALSE
5. TRUE
6. NOT GIVEN
7. FALSE

1. COMMUTERS
2. CONSUMER PSYCHOLOGY
3. SECONDARY IMAGES
4. EMOTIONAL VALUE
5. IMAGE AND BRAND
6. THE HOLIDAY SEASON

Các khóa học IELTS online 1 kèm 1 - 100% cam kết đạt target 6.0 - 7.0 - 8.0 - Đảm bảo đầu ra - Thi không đạt, học lại FREE

>> IELTS Intensive Writing

>> IELTS Intensive Speaking

>> IELTS Intensive Listening

>> IELTS Intensive Reading

>> IELTS Cấp tốc

>> IELTS General

>> Thành tích học sinh IELTS TUTOR với hàng ngàn feedback được cập nhật hàng ngày