作者:城市网 来源:城市网学院 更新日期：2013-2-2
文章阅读
阅读段落
General concern about misleading tactics that advertisers employ is centered on the use of exaggeration. Consumer protection groups and parents believe that children are largely ill-equipped to recognize such techniques and that often exaggeration is used at the expense of product information. Claims such as “the best' or ”better than“ can be subjective and misleading; even adults may be unsure as to their meaning. They represent the advertiser's opinions about the qualities of their products or brand and, as a consequence, are difficult to verify. Advertisers sometimes offset or counterbalance an exaggerated claim with a disclaimer—a qualification or condition on the claim. For example, the claim that breakfast cereal has a health benefit may be ac#panied by the disclaimer ”when part of a nutritionally balanced breakfast.' However, research has shown that children often have difficulty understanding disclaimers: children may interpret the phrase 'when part of a nutritionally balanced breakfast“ to mean that the cereal is required as a necessary part of a balanced breakfast. The author George Comstock suggested that less than a quarter of children between the ages of six and eight years old understood standard disclaimers used in many toy advertisements and that disclaimers are more readily #prehended when presented in both audio and visual formats. Nevertheless, disclaimers are mainly presented in audio format only.
段落大意
本段主要说明了广告商利用夸张手法来误导小孩子，这一点使得消费者保护组织和家长们关注。
阅读笔记
General concern about misleading tactics: exaggeration
Consumer protection groups & parents: children（ill-equipped to recognize the exaggeration）
Claims= advertiser's opinions→difficult to verify
Children cannot fully understand the disclaimers（more readily #prehended in both audio & visual formats）
逻辑关系
1. 对比（逻辑连接词： HOWEVER）
Advertisers sometimes offset or counterbalance an exaggerated claim with a disclaimer—a qualification or condition on the claim.
Research has shown that children often have difficulty understanding disclaimers: children may interpret the phrase 'when part of a nutritionally balanced breakfast” to mean that the cereal is required as a necessary part of a balanced breakfast.
2. 对比（逻辑连接词： EVEN）
Claims such as “the best' or ”better than“ can be subjective and misleading.
Adults may be unsure as to their meaning.
3. 因果（逻辑连接词： AS A CONSEQUENCE）
They represent the advertiser's opinions about the qualities of their products or brand.
They are difficult to verify.
4. 解释（逻辑连接词： FOR EXAMPLE）
Advertisers sometimes offset or counterbalance an exaggerated claim with a disclaimer—a qualification or condition on the claim.
The claim that breakfast cereal has a health benefit may be ac#panied by the disclaimer ”when part of a nutritionally balanced breakfast.'
5. 对比（逻辑连接词： NEVERTHELESS）
Disclaimers are more readily #prehended when presented in both audio and visual formats.
Disclaimers are mainly presented in audio format only.
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