Passage 3 Advertisers are willing to pay top dollar for a good tune. It might seem strange for advertisers to
spend a large amount of money on music alone. After all, the direct connection between music in a
commercial and the amount of money the company will make from it is difficult to quantify. But
advertisers know that a memorable song will do most the work of catching and keeping people’s
attention, sometimes regardless of the product. Catching people’s attention can be much more
important to sales than trying to get any particular information across about the product or service
being advertised.
Music also has the power to be retained in a person’s memory long after it has been heard. We’ve
all had the experience of trying to get a catchy song out of our head. This phenomenon encourages
advertisers to use music to “get inside the heads” of customers. One very important reason for using
popular music and popstars in commercials is to have a direct message permeate a particular
demographic, or group, within the general population. For example, it doesn’t take a marketing whiz
to know that young people are the main consumers of soft drinks. This leads soft drink makers to
choose recording artists who are popular with young people to help sell their products. In the same
way, popular musicians and styles of music from the 1970s might be used to sell luxury cars or other
items for more sophisticated tastes.
【題組】50. Choosing effective music in commercials means to use music ________.
(A) that appeals to the targeted group of consumers
(B) only from the latest hits
(C) that symbolizes urban tastes
(D) that promotes social image