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(jì)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． |
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| 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． |
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| 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． |
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| Providing that a product （9） appeals appeals to a certain cultural personality more，the difference is worth employing． |
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| Conclusion | The effect different languages have on personality is （10） slight slight but noticeable． |
【考點(diǎn)】社會(huì)．
【答案】exposed；account/consideration；existent；necessary/essential；understanding/idea；behave；stress/emphasis；minor/unimportant；appeals；slight
【解答】
【點(diǎn)評(píng)】
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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
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1．Hi Judy!
You often complain to me that you always buy goods unreasonably on sale promotion（促銷）and feel it shameful after going back to your school dormitory with new things not needed，considering all the money you spend is your parents' income．
In fact，this is a common phenomenon，called impulsive buying，a buying unplanned and hard to control．It usually happens when a store offers discounts（打折）or sales promotion-a special way used by stores to get more customers，which means you may fall into its traps even without notice．
Stores，with a good knowledge of customers' psychology（心理），make use of it to drive business．Avoiding all the impulsive buying is a hard thing．However，knowing our psychology behind it and reducing the times when influenced by sales promotion may be useful．So you should keep calm when facing the sales promotion by keeping in mind what you really need．
Find out the conditions where you are likely to buy things blindly．When seeing a dress advertised at 20% off，do not concentrate on the discount，but warn yourself against falling into the trap of "saving money''．
Besides，do not forget the long-term effects of your choice when meeting a sales promotion．Short-term benefits，like excited feeling just after buying items encourage impulsive buying．But the long-term costs such as waste of money and the sense of shame really annoy you．When seeing the advertisements，remember what you really want to buy originally and warn yourself of that terrible feeling．Only in this way can you save money for really needed things．
Yours，
Rachel
（1）Judy felt it a shame to．
A．complain to others about the poverty of her family
B．waste her parents' money on unneeded things
C．buy cheap things at lower prices or with less money
D．rely on her parents for further education
（2）Which of the following is true of impulsive buying according to Rachel？
A．It is designed by shops to draw customers' attention．
B．It can be brought under control with the help of stores．
C．It is planned by buyers with the purpose of saving money．
D．It is done by customers without considering its bad effects．
（3）In face of sales promotion Judy is advised to．
A．have belief in her own immediate decision
B．check the quality of the goods at low prices
C．stay calm by thinking about what she really needs
D．take the chance to learn more about stores tricks
（4）How do buyers usually feel in the long run after buying discounted things？
A．Regretful．
B．Thrilled．
C．Relaxed．
D．Sceptical．發(fā)布：2025/1/10 8:0:1組卷：4引用：2難度：0.6 -
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The New School of English is located in the beautiful city of Cambridge.The school is open all year and provides a range of English language courses for adults from all over the world（minimum age 16）.These courses cover General English as well as courses for professionals looking to focus on specific topic areas.They have a range of accommodation choices for students.
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（1）What can we know about Burlington School？
A．It is open all year.
B．It is located in London.
C．It provides no accommodation.
D．It offers no social practice classes.
（2）Which school offers the biggest discounts？
A．Burlington School.
B．New School of English.
C．University of Liverpool.
D．Interactive English School.
（3）How is New School of English different from the others？
A．It sets a strict age limit.
B．Its accommodation is optional.
C．Its teachers are qualified and experienced.
D．It offers General and Specialist English courses.發(fā)布：2025/1/6 16:30:6組卷：0引用：1難度：0.6 -
3．Ever since I graduated from high school I've worked in the factories surrounding my hometown every summer.However，making the transformation between school and full-time blue-collar work during the break never gets any easier.For a student like me who considers any class before noon to be unacceptable，getting to a factory by 6 o'clock each morning is suffering.My friends never seem to understand why I'm so relieved to be back at school or that my summer vacation has been anything but a vacation.
There are few people as self-confident as a college student who has never been out in the real world.People of my age always seem to overestimate the value of their time and knowledge.In fact，all the classes did not prepare me for my battles with the machine I ran in the plant，which would jam whenever I absent-mindedly put in a part backward or upside down.
The most stressful thing about blue-collar life is knowing your job could disappear over night.Issues like being laid off and overseas relocation had always seemed distant to me until my co-workers told me that the unit I was working in would shut down within six months and move to Mexico，where people would work for 60 cents an hour.
After working 12-hour shifts（輪班）in a factory，the other options have become only too clear. "This job pays well，but it's hell on the body，" said one co-worker. "Study hard and keep reading." she added.When I'm back at the university，skipping classes and turning in lazy re-writes seems too irresponsible after seeing what I would be doing without school.All the advice and public-service announcements about the value of an education that used to sound stale（陳腐的）now ring true.
My experiences in the factories have inspired me to make the most of my college years before I enter the real world for good.
（1）What does the author think of his summer holiday？
A．It was no holiday for him at all.
B．It brought him nothing but suffering.
C．It was a relief from his hard work at school.
D．It offered him a chance to make more friends.
（2）What can we infer about most college students？
A．They do better in the real world.
B．They are confident when they work.
C．They think too highly of themselves.
D．They are expert at handling machines.
（3）What is the biggest pressure for blue-collar workers？
A．A low income.
B．The lack of security.
C．An unstable location.
D．Less break.
（4）How did the working experiences change the author？
A．He became responsible for his work.
B．He learned to be more practical at work.
C．He began to respect blue-collar workers.
D．He came to appreciate his college education.發(fā)布：2025/1/6 16:30:6組卷：0引用：1難度：0.5
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