2019年5月11日雅思阅读真题+题目+答案：The Persuaders

2019年5月11日雅思阅读真题+题目+答案：The Persuaders

A We have long lived in m1 age where powerful images, catchy soundbites and too-good-to miss offers bombard us from every quarter. All around us the persuaders are at work. Occasionally their methods are unsubtle the planting kiss on a baby's head by a wannabe political leader, or a liquidation sale in a shop that has been "closing dmvi1" for well over a year, but generally the persuaders know what they are about m1d are highly capable. Be they politicians, supennarket chains,salespeople or advertisers, they know exactly what to do to sell us their images, ideas or produce. When it comes to persuasion, these giants rule supreme. They employ the most skilled image-makers and use the best psychological tricks to guarfilltee that even the most cautious mnong us are open to manipulation.

B We spend more time in them than we mean to, we buy 75 percent of our food from them and end up with products that we did not realize we wanted。Right form the start, supennarkets have been al1ead of the grune. For example, when Sainsbury introduced shopping baskets into its 1950s stores, it was a stroke of marketing genius. Now shoppers could browse and pick up items they previously would have ignored. Soon after crune trolleys, and just as new roads attract more traffic, the same applied to trolley space. Pro Merlin Stone, IBM Professor of Relationship Marketing at Bristol Business School, says aisles are laid out to maximize profits. Stores pander to our money-rich, time-poor lifestyle. Low rumover products—clothes and electrical goods——are stocked at the back while high— h1mover items command position at the front.

C Stone believes supermarkets work hard to "stall" us because the more time we spend in them, the more we buy. Thus, great efforts are made to make the environment pleasant. Stores play music to relax us and some even pipe air from the in-store bakery around the shop. In the USA, fake aromas are sometimes used. Smell is both the most evocative and subliminal sense In experiments, pleasant smells are effective in increasing our spending. A casino that fragranced only half its premise saw profit soar in the aroma— filled areas.The other success story from the supermarkets'perspective is the loyalty card. Punters may assume that they are being rewarded for their fidelity, but all the while they are trading information about their shopping habits. Loyal shoppers could be paying 30% more by sticking to their favourite shops for essential cosmetics.

E No matter how savvy we think we are to their ploys, the ad industry still wins. Adverts focus on what products do or on how they make us feel. Researcher Laurette Dube, in the Journal of Advertising Research, says when attitudes are base on "cognitive foundations" (logical reasoning), advertisers use infonnative appeals. This works for products with little emotional draw but high functionality, such as bleach. Where attitude are based on effect (i.e, emotions), ad temns try to tap into our feelings. Researchers at the University of Florida recently concluded that our emotional responses to adverts dominate over cognition。

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雅思阅读真题题目：

Choose the correct letter. a、b. c or d

27 What is the supennarkets purpose of using"basket"in paragraph B?

A Create a convenient atinosphere of supemrnrket

B Make customers spend more time on shopping

C Relieve pressure on supennarket's traffic

D More than half items bought need carried

28 What is the quality of a best salesman possessed according to this passage? A Sell the right product to right person

B Clearly state the instruction of a product

C Show professional background of one product

D Persuade customers to buy the product they sell

29 What's the opinion of Richard Hession?

A Pretend to be nice instead of selling goods

B Prefer to speak a lot to customers

C Help buyers to conclude their dema11ds for ideal item

D Show great interpersonal skill

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