[GMAT]GMAT시험 단기졸업 공부자료입니다.
GMAT시험 공부는 부족한 시간으로 인해 확실하게 해야 합니다.
GMAT공부에 도움이 되기를 바랍니다.
GMAT을 준비한다는 것은 MBA를 간다는 것이죠!!
GMAT준비를 하는 분들 스펙 장난이 아니죠!!
아마도 대한민국에서 난다 긴다 하는 수재들이 하는 공부가
아마도 이 GMAT시험공부일겁니다.
그럼에도 불구하고 이런 분들이 GMAT시험을 보면
급좌절하고 맙니다. 그 이유는 무엇일까요?
간단합니다. GMAT시험 공부시간의 확보가 부족한 것!!
그리고 GMAT공부를 하는 방법에 관해 제대로 생각하지 않고
접근했기 때문입니다.
GMAT시험은 우리가 접해보지 못한 시험입니다.
논리적 사고를 요구하는 시험이기도 합니다.
SC의 경우는 특히 우리가 접해보지 못한 시험이죠!!
원어민이 아닌 이상 SC를 경쟁력을 갖추는 것이 쉽지는 않습니다.
그러나 RC의 경우는 열심히만 꾸준한 투자를 한다면
경쟁력을 가질 수 있지요!!
그에 더하여 SC와 CR의 점수도 향상되는 효과도 가져옵니다.
그러나 이 RC에 대한 투자를 안하는 분이 대부분 이죠!!!
나름 GMAT 독해를 한다는 미명하에요~~
혹 GMAT점수가 안오른다고 고민하는 분이 있다면
짬을 내서 GMAT RC공부를 해보시기 바랍니다.
그러면 GMAT 점수가 상승할 가능성이 농후합니다.
아래의 자료는 GMAT 독해에서 빈출되는 분야의 배경지식자료입니다.
GMAT 배경지식과 독해를 한 방에 해결할 수 있는 좋은 자료입니다.
잘 활용하셔서 좋은 결과 있으시기를 바랍니다.
파이팅!!
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[GMAT독해공부자료 그것도 GMAT시험에서 빈출되는~~]
Background Music과 광고 참고자료
This study examines the effects of popular music in advertising to determine both the theoretical (the effect of popular music on the processing of advertising messages) and practical (the design of more effective advertisements using popular music) implications. An experiment is reported that tested the effects of three integrations of popular music in advertising: original lyrics, altered lyrics, and instrumentals (plus a control treatment with no music) on attention and memory. The results indicated that song vocals, either original or altered, are more effective stimuli of advertising effects than instrumentals or no popular music.
But Kahneman (1973) said that attention describes some internal mechanisms that determine the significance not the relevance of stimuli. This suggests that popular music with high or low personal significance will lead to greater or lesser attention to the integrated advertising messages; popular music vocals will be more attention-getting than other treatments; and original popular vocals with high personal significance will be the most effective at getting the attention of the individual.
The individuals in this experiment processed songs and artist they considered high in personal significance differently from those that were low in significance. The results of the paired comparison tests showed that the participants were also more attentive to advertisements with songs with vocals (original or altered) than songs without vocals (instrumental or without music), suggesting that vocals are important (but not necessarily just the original ones). A vocal (not simply a voice because all of the advertising versions contained the same announcer voice-over with the same advertising message), either original or altered, appears to be a key consideration in processing. Finally, because interactions between significant popular music or artists and advertising treatments for this dependent variable were only shown in one of the experimental treatments (Kodak with Jimmy Eat World's "The Middle"), it is impossible to conclude anything definitive about the relationship between the personal significance of popular music and the advertising treatment. It is interesting, however, and extremely relevant to note the results and implications of this interaction. In this case, when the artist was significant, the original vocal led to greater brand attention, but when the artist was not significant, the altered vocal led to greater brand attention. This suggests that if a song is important to people they pay more attention if it has the original lyrics. If the song is not important, the altered lyrics attract attention. It also suggests that the level of significance of the music and/or the artist can affect involvement possibly resulting in different processing of the advertising messages.
While high personal significance can be a possible explanation for the attentiongaining value of original vocals, low personal significance cannot adequately explain the attention-gaining value of altered vocals. Three possible explanations include the novelty of hearing a popular song with altered lyrics (especially the first time); irritation caused by the changed lyrics; and/or the lack of fit of the song or the artist with the brand. All of these could have been attention-gaining stimuli causing greater attention to the brand and the song. It is clear, however, that lyrics (either original or altered) are important and that even though an interaction was observed for just one song and artist ("The Middle" by Jimmy Eat World) based on the lyrics, the results are of practical importance to advertisers for two primary reasons. First, the use of no music or an instrumental version of a popular song should be avoided. Second, if the advertiser is able to use a popular song that is personally significant to the target market of the brand, then the original vocal version should be used, but if not, an altered vocal version should be considered.