Passage 1
The more likable a television commercial is, the more persuasive it will be with consumers. Just makes sense, doesn' t it? Well in fact, that point has been hotly debated on Madison Avenue for years.
Evidence so far has been sketchy, but a recent stwdy by the Ogilvy Center for Research Development may show a direct link between likability and persuasiveness In the study, which included 73 prime-time commercials for products ranging from coffee to gasoline Ogilvy interviewed 895 consumers before and after they had watched certain television shows and advertisements in their homes. The conclusion: People who enjoy a commercial are twice as likely to be convinced that the advertised brand is the best. About 16 percent of those who liked an advertisement "a lot increased their preference for the brand, while only about 8 percent who were neutral about the advertisement viewed the product more favorably:
“People have complained that the popular commercials win prizes but don't have an awful lot to do with sales, "says the executive director of the Opilvy Group, an advertising company. “Now we can say likeability enhances persuasion and that, at the very least, you don't pay any penalty if people enjoy your ad. ”
Nevertheless, charming commercials are by no means necessary to sell products. It's possible that products for which image is important such as perfumes and soft drinks, will profit more from pleasing ads than will products such as pain relievers.
A recent study conducted by the Ogilvy Center for Research Development seems to prove that likability is directly related to persuasiveness.
A、TRUE
B、FALSE
【正确答案】：A
【名师解析】:根据题目内容，Ogilvy Center for Research Development 进行的一项研究显示，电视广告的受欢迎程度与其说服力之间存在直接联系。研究中，通过采访895名消费者，发现喜欢某个广告的人更有可能被说服认为该广告宣传的品牌是最好的。具体来说，喜欢广告的人中有大约16%增加了对该品牌的偏好，而对广告持中立态度的人中只有大约8%对产品的看法变得更积极。Ogilvy Group的执行董事也提到，尽管人们曾抱怨受欢迎的广告赢得奖项但与销售关系不大，但现在可以确定广告的受欢迎程度确实增强了其说服力，至少如果人们喜欢你的广告，你不会因此受到任何惩罚。然而，这并不意味着有魅力的广告对于销售产品是必需的，可能对于形象重要的产品，如香水和软饮料，更有可能从令人愉悦的广告中获益，而像止痛药这样的产品则可能不会。
因此，题目中的陈述“A recent study conducted by the Ogilvy Center for Research Development seems to prove that likability is directly related to persuasiveness.”是正确的，选项A（TRUE）是正确答案。
