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Marketers have more options in today's increasingly multilingual society - a variety of electronic and print media can address groups of consumers in different languages．Various factors influence the choice of media and language．In some cases，it's simply practical to advertise in the consumer's native language，particularly if many of the consumers in this group are primarily monolingual．In other cases，by advertising on，say，a Spanish television channel in the US，an advertiser may earn the respect of the consumer by addressing him in his native language，as well as develop positive associations with the medium and its unique content．Now，marketers have another factor to consider when deciding where to advertise and in what language．A paper．Do bilinguals have two personalities？A special case of cultural frame switching published by researchers at the University of Texas，shows that bilingual individuals exhibit different personality characteristics when speaking different languages．
    Lead researcher Nairan Ramirez-Esparza，tested individuals who were bilingual in English and Spanish for various personality traits，and found that the subjects answered the questions differently when asked in English and Spanish．The new work built on past research showed the values of subjects changed when they were surrounded by stimuli from different cultures．
    How can marketers take advantage of "cultural frame switching"？It may sound challenging without specific research，but at least for Spanish，English bilinguals in the US，there is now some hard data on the language-related personality shift．Extrapolating to other language combinations may be possible，too．Since the Spanish/English bilingual results seem to be in agreement with testing of monolingual Spanish and English speakers，language-specific testing of bilingual subjects may not be essential to get an idea of what kind of cultural frame switching might occur in other bilingual combinations．Rather，comparing known personality differences for each language/ culture would give an indication of the differences bilingual individuals would exhibit．
    I think it would be a mistake to over-emphasize this phenomenon over other criteria affecting the selection of appropriate media and language to reach a target market．Clearly，the major considerations of demographics （人口統(tǒng)計資料），perception of the medium，language fluency，etc．should remain major factors．Besides，the language-driven cultural frame switching may not make much difference to many products or services．If the product does attract one cultural personality more，though，it may make sense to exploit that difference of the other decision criteria are more or less equivalent．
    The researchers point out that the differences aren't great．Even if slight，though，the differences are noticeable．

Cultural Frame Switching：Different Language，Different Personality

Concept of cultural frame switching Cultural frame switching refers to the phenomenon of shifting from one cultural mindset to another when people are （1）
exposed
exposed
to their new cultural environment．

Applications of cultural frame switching Cultural frame switching is a factor marketers now take into （2）
account/consideration
account/consideration
to reach target customers．

Personality shift proves to be（3）
existent
existent
for Spanish/ English bilinguals，which makes it not （4）
necessary/essential
necessary/essential
to do language-specific testing of bilingual subjects．

Looking for the known personality differences between each language/culture would give marketers a better （5）
understanding/idea
understanding/idea
of how bilingual individuals would （6）
behave
behave
in two different cultures．

Facts about cultural frame switching It's wrong to put too much （7）
stress/emphasis
stress/emphasis
on the functions of cultural frame switching．

Compared with other criteria，the language-driven cultural frame switching simply plays a （n）（8）
minor/unimportant
minor/unimportant
role in marketing success．

Providing that a product （9）
appeals
appeals
to a certain cultural personality more，the difference is worth employing．

Conclusion The effect different languages have on personality is （10）
slight
slight
but noticeable．

【考點】社會．

【答案】exposed；account/consideration；existent；necessary/essential；understanding/idea；behave；stress/emphasis；minor/unimportant；appeals；slight

【解答】

【點評】

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發(fā)布：2024/6/27 10:35:59組卷：8引用：2難度：0.7

相似題

1．Chinese netizens who like to create and use cyber words such as"geilivable"might find a new regulation very"ungeilivable"．The new regulation by the General Administration of Press and Publication last week banned the use of Chinglish words created by netizens for publishing in the Chinese language．
"Geilivable"，combining the pinyin geili （giving strength） with the English suffix （后綴） for adjectives，literally means"giving power"or"cool"．Different suffixes and prefixes were then added to the word．"Hengeilivable"means"very cool"，and"ungeilivable"means"dull，not cool at all"．
Cyber language is popular among Chinese netizens，who create Chinglish words to reflect phenomenon in society．One example is"antizen"，which refers to college graduates who earn a meager salary and live in small rented apartments，like tiny and laborious ants．
David Tool，a professor with the Beijing International Studies University，said it's very interesting to combine Chinese with English to create new words．"English is no longer mysterious to the Chinese people．They can use the language in a flexible way according to their own experiences，"Tool said．
At the announcement of the regulation by the General Administration of Press and Publication，netizens expressed their concern．
"The administration is totally'ungeilivable'，"said a netizen named laoda 1713．"I know other netizens will shed tears with me…it is a good chance to enrich our language"．
"Language is always developing，"said a columnist，Wang Pei．"It needs to be updated to absorb foreign culture and folk wisdom．"
But an unnamed official with the administration said that，in fact，many senior staff from news media who supported the regulation were worried that years later，the younger generation would forget how to use formal Chinese expressions．The official also pointed out that the regulation was only for formal publications in Chinese language，and it only banned Chinglish words in the publication．
（1）The new regulation by the General Administration of Press and Publication may be aimed at

A．simplifying the Chinese language
B．limiting the development of language
C．banning the use of Chinglish
D．making the netizens more serious
（2）The underlined word meager in the third paragraph probably means

A．poor
B．flexible
C．high
D．plentiful
（3）From this passage we can infer that

A．the Chinese people like their own language only
B．the English words are considered informal in China
C．nobody in China will support the new regulation
D．"geilivable"will be popular among Chinese netizens
（4）Which may be the title of this passage？

A．New regulation is announced
B．Cyber words make language lively
C．Different views about cyber language
D．New phenomenon in China
（5）On which column of China Daily can you find this passage？

A．Entertainment
B．Business
C．Travel
D．Opinion．
發(fā)布：2024/11/18 8:0:1組卷：0引用：1難度：0.3
解析
2．Spend any time in London，UK's capital，and you'll quickly gather that it's a multicultural（多元文化的）community.Look around at your fellow passengers on the tube（地鐵） or the bus.They're of every skin colour and dress differently to one another.Listen，and you'll hear many other languages besides English spoken.Some of these people，no doubt，will be tourists who are in London to see the sights.But others-in fact probably most-will be living their lives there，along with millions of others.
   Along with white British people，there are Britons from，or with parents and grandparents from，the Caribbean，India，China and most other places.This makes London a fascinating place in which to live.The reason is that when people settle in a place，they don't just buy a house and live there，but bring aspects of the culture of their "old country" with them.
   The most visible sign of this is the number of restaurants offering dishes from different parts of the world.In a city in which it's estimated 250 different languages are spoken，you can expect a similarly wide range of foods to be available.You would expect in one of the world's leading cities to encounter（遇到） French，Italian，Chinese and Indian eateries.But in London you'll also find Polish，Patagonian and Palestinian restaurants.
   However，London's multiculturalism isn't just about food.Many types of people are gathered in one space，but the way they live differently shows in that space.They worship（崇拜） differently，for one thing.Alongside the famous old English churches by Nicholas Hawksmoor and Christopher Wren-responsible for one of the capital's most famous landmark，St Paul's Cathedral-you'll find mosques（清真寺），temples and synagogues （猶太教堂）.
   London even speaks its own special kind of English.Language experts created the term "Multicultural London English" to identify the dialect of English that appeared at the end of the last century.
   All of this makes London a very surprising and varied place to call your home.But，in a way，this has long been true.In the 18th century，the compiler（編纂者） of the first English dictionary，Samuel Johnson，once said： "He who is tired of London is tired of life."

（1）By describing the situation on the tube and bus，the author intends to

.
A．show that London is a multicultural city
B．explain why London appeals to tourists
C．prove that London is a great place to live in
D．inform us of how the population of Britain is made up
（2）According to the article，people who settle in London from other places

.
A．a(chǎn)re forced to give up their native language
B．find it easy to buy a house in the city
C．bring in cultural practices from their original country
D．make up the majority of the population in the city
（3）Which of the following could be used as proof of London's multiculturalism？

A．The city is home to the famous building St Paul's Cathedral.
B．The city has become a favourite destination for tourists abroad.
C．There is a variety of French restaurants in the city.
D．A new London dialect has appeared in recent years.
（4）Samuel Johnson is mentioned in the last paragraph to

.
A．show what London was like in the 18th century
B．prove the cultural diversity of London from a historical aspect
C．inform the readers what to expect in London
D．introduce the first English dictionary he compiled
發(fā)布：2024/11/19 7:0:2組卷：4引用：1難度：0.5
解析
3．Sweetest Day is always the third Saturday in October.This holiday is much more important in some regions than in others（Detroit，Cleveland and Buffalo being the biggest Sweetest Day cities）.It is a holiday that is gaining in popularity throughout the country.
   Sweetest Day is celebrated on the third Saturday in October as a day to make someone happy.It is an occasion which offers all of us an opportunity to remember not only the sick，aged and orphaned，but also friends，relatives and associates whose help and kindness we have enjoyed.
   Many years ago，a Cleveland man，believing that the city's orphans and shut-ins often felt forgotten and neglected，formed the idea of showing them that they were remembered.He did this through the distribution of small gifts.With the help of his friends and neighbors，he distributed these remembrances on a Saturday in October.During the years that followed，other Clevelanders began to participate in the celebration ceremony，which came to be called "Sweetest Day".In time，the Sweetest Day's idea of spreading cheer to the poor was broadened to include everyone，and the day became an occasion for remembering others with a kind act or a small gift.And soon the idea spread to other cities all over the country.
   Sweetest Day is not based on any single group's interests or on a family relationship.It is a reminder that a thoughtful word or deed enriches life and gives it meaning.Because for many people remembering takes the form of gift-giving，Sweetest Day offers us the opportunity to show others that we care about them，in a practical way.

（1）Sweetest Day is celebrated to

.
A．protect one's interests
B．make someone cheer up
C．strengthen family relationship
D．help the poor get out of trouble
（2）Where did Sweetest Day originate？

A．Detroit.
B．Cleveland.
C．Buffalo.
D．New York.
（3）Which of the following words is closest in meaning to the underlined word "remembrances" in Paragraph 3？

A．Tasks.
B．Ideas.
C．Gifts.
D．Pills.
（4）What can we know from the text？

A．Sweetest Day is celebrated in the form of a family party.
B．Many years ago，men often felt forgotten and neglected.
C．Many countries have the tradition of celebrating the holiday.
D．The idea of creating Sweetest Day came from a man who cared about orphans and shut-ins.
發(fā)布：2024/11/18 15:0:1組卷：8引用：3難度：0.5
解析

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Cultural Frame Switching：Different Language，Different Personality
Concept of cultural frame switching	Cultural frame switching refers to the phenomenon of shifting from one cultural mindset to another when people are （1） exposed exposed to their new cultural environment．
Applications of cultural frame switching	Cultural frame switching is a factor marketers now take into （2） account/consideration account/consideration to reach target customers．
	Personality shift proves to be（3） existent existent for Spanish/ English bilinguals，which makes it not （4） necessary/essential necessary/essential to do language-specific testing of bilingual subjects．
	Looking for the known personality differences between each language/culture would give marketers a better （5） understanding/idea understanding/idea of how bilingual individuals would （6） behave behave in two different cultures．
Facts about cultural frame switching	It's wrong to put too much （7） stress/emphasis stress/emphasis on the functions of cultural frame switching．
	Compared with other criteria，the language-driven cultural frame switching simply plays a （n）（8） minor/unimportant minor/unimportant role in marketing success．
	Providing that a product （9） appeals appeals to a certain cultural personality more，the difference is worth employing．
Conclusion	The effect different languages have on personality is （10） slight slight but noticeable．