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8-3
다음 글의 밑줄 친 부분 중, 문맥상 낱말의 쓰임이 절절하 지 않은 것을 고르시오. [8-3]1
The one psychophysics term on the lips of Prada store manager is “anchor.” In the luxury trade, that describes an incredibly ① high-priced article displayed mainly to ② manipulate consumers. The anchor is for sale ─ but it’s okay if no one buys it.
It’s really there for ③ inequality. It makes everything else look ④ affordable by ⑤
comparison. “This has been a strategy that goes back to the seventeenth century.” Paco Underhill, the author of the book Why We Buy, said recently.
“You sold one thing to the king, but everyone in court had to have a lesser one. There’s the $500 bag in the window, and what you walk away with is the T-shirt.”
다음 빈칸에 들어갈 말로 가장 적절한 것을 고르시오. [8-2 3]
The one psychophysics term on the lips of Prada store manager is “anchor.” In the luxury trade, that describes an incredibly ___________ article displayed mainly to manipulate consumers. The anchor is for sale ─ but it’s okay if no one buys it.
It’s really there for contrast. It makes everything else look affordable by comparison. “This has been a strategy that goes back to the seventeenth century.” Paco Underhill, the author of the book Why We Buy, said recently. “You sold one thing to the king, but everyone in court had to have a lesser one. There’s the $500 bag in the window, and what you walk away with is the T-shirt.”
① huge ② simple ③ shabby
④ expensive ⑤ unusual
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다음 글의 제목으로 가장 적절한 것은? [8-3]3
The one psychophysics term on the lips of Prada store manager is “anchor.” In the luxury trade, that describes an incredibly high-priced article displayed mainly to manipulate consumers. The anchor is for sale ─ but it’s okay if no one buys it. It’s really there for contrast. It makes everything else look affordable by comparison. “This has been a strategy that goes back to the seventeenth century.” Paco Underhill, the author of the book Why We Buy, said recently. “You sold one thing to the king, but everyone in court had to have a lesser one. There’s the $500 bag in the window, and what you walk away with is the T-shirt.”
① A Strategy That Tempts People to Buy Luxury Goods
② The Hidden Psychology of Luxury Brand Logo Design
③ Importance of Price Comparison to Be a Smart Consumer
④ Tips for Distinguishing a Genuine Product from the Fakes
⑤ Relations Between Luxury Good Purchasers and Their Salary
[서술형] 다음 글을 아래와 같이 요약할 때, 빈칸에 들어갈 알맞은 말을 본문에서 찾아 각각 한 단어로 쓰시오. [8-3]4
The one psychophysics term on the lips of Prada store manager is “anchor.” In the luxury trade, that describes an incredibly high-priced article displayed mainly to manipulate consumers. The anchor is for sale ─ but it’s okay if no one buys it. It’s really there for contrast. It makes everything else look affordable by comparison. “This has been a strategy that goes back to the seventeenth century.” Paco Underhill, the author of the book Why We Buy, said recently. “You sold one thing to the king, but everyone in court had to have a lesser one. There’s the $500 bag in the window, and what you walk away with is the T-shirt.”
→ A(n) (A)________ refers to an extremely expensive item in a luxury store. It makes customers think the other items are relatively (B)________, which leads them to purchasing those cheaper ones.
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[서술형] 다음 글을 읽고, 빈칸 (A), (B)에 들어갈 가장 적 절한 말을 본문에서 찾아 한 단어로 쓰시오. (단, 필요시 어 형을 변형하시오.) [8-3]5
Anchoring effect is a form of cognitive bias leading people to focus on the first piece of information (the
“anchor”) given to them when making decisions. In the luxury trade, the term, “anchor” describes an incredibly high-priced article displayed mainly to manipulate consumers. The anchor is for sale ─ but it’s okay if no one buys it. It’s really there for contrast. It makes everything else look affordable by comparison. “This has been a strategy that goes back to the seventeenth century.” Paco Underhill, the author of the book Why We Buy, said recently.
“You sold one thing to the king, but everyone in court had to have a lesser one. There’s the $500 bag in the window, and what you walk away with is the T-shirt.”
→ Anchoring effect (A)________ consumers to pay attention to the higher priced item presented in order that they can regard other products as less (B)________ ones.
[서술형] 다음 글의 밑줄 친 부분이 가리키는 말을 본문에서 찾아 한 단어의 영어로 쓰시오. [8-3]6
The one psychophysics term on the lips of Prada store managers is “anchor.” In the luxury trade, that describes and incredibly high-priced article
displayed mainly to manipulate consumers. The anchor is for sale – but it’s okay if no one buys it.
It’s really there for contrast. It makes everything else look dependence by comparison. “This has been a strategy that goes back to the seventeenth century,” Paco Underhill, the author of the book Why We Buy, said recently. “You sold one thing to the king, but everyone in court had to have a lesser one. There’s the $500 bag in the window, and what you walk away with is the T-shirt.”
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다음 글의 내용을 아래와 같이 요약할 때, 빈칸에 들어갈 알 맞은 말을 본문에서 찾아 각각 한 단어로 쓰시오. [8-3]7
The one psychophysics term on the lips of Prada store managers is “anchor.” In the luxury trade, that describes an incredibly high-priced article displayed mainly to manipulate consumers. The anchor is for sale – but it’s okay if no one buys it. It’s really there for contrast. It makes everything else look
affordable by comparison. “This has been a strategy that goes back to the seventeenth century,” Paco Underhill, the author of the book Why We Buy, said recently. “You sold one thing to the king, but everyone in court had to have a lesser one. There’s the $500 bag in the window, and what you walk away with is the T-shirt.”
→ A/An (A)________ refers to an extremely expensive item in a luxury store. It makes customers think the other items are relatively (B)________, which leads them to purchasing those cheaper ones.
다음 빈칸에 들어갈 말로 가장 적절한 것은? [8-3]8 The one psychophysics term on the lips of Prada store mangers is "anchor." In the luxury trade, that describes an incredibly high-priced article displayed mainly to manipulate consumers. The anchor is for sale ― but it's okay if no one buys it. It's really there for contrast. It makes everything else look affordable by ____________. "This has been a strategy that goes back to the seventeenth century," Paco Underhill, the author of the book Why We Buy, said recently. "You sold one thing to the king, but everyone in court had to haves a lesser one. There's the $500 bag in the window, and what you walk away with is the T-shirt"
① Conversation ② Conclusion
③ Competition ④ Comprehension
⑤ Comparison
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다음 글의 내용을 한 문장으로 요약하고자 한다. 빈칸 (A), (B)에 들어갈 말로 가장 적절한 것은? [8-3]9
The one psychophysics term on the lips of Prada store manager is “anchor.” In the luxury trade, that describes an incredibly high-priced article displayed mainly to manipulate consumers. The anchor is for sale ─ but it’s okay if no one buys it. It’s really there for contrast. It makes everything else look affordable by comparison. “This has been a strategy that goes back to the seventeenth century.” Paco Underhill, the author of the book Why We Buy, said recently. “You sold one thing to the king, but everyone in court had to have a lesser one. There’s the $500 bag in the window, and what you walk away with is the T-shirt.”
→ Even though the anchor is for sale, its real purpose is to (A)________ customers and lead them to feel the price of the goods is relatively (B)________.
① satisfy / affordable
② satisfy / cheap
③ manipulate / high
④ manipulate / low
[서술형] 다음 밑줄 친 어구들을 anchor와 lesser things로 구분하여 아래의 표에 써 넣으시오. [8-3]10
The one psychophysics term on the lips of Prada store manager is “anchor.” In the luxury trade, that describes an incredibly high-priced article displayed mainly to manipulate consumers. The anchor is for sale ─ but it’s okay if no one buys this. It’s really there for contrast. It makes everything else look affordable by comparison.
“This has been a strategy that goes back to the seventeenth century.” Paco Underhill, the author of the book Why We Buy, said recently. “You sold one thing to the king, but everyone in court had to have a lesser one. There’s the $500 bag in the window, and what you walk away with is the T-shirt.”
<표>
anchor lesser things
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[서술형 1] 다음 밑줄 친 $500 bag이 매장에서 하는 역할 을 우리말 20자 이내로 설명하시오. [8-3]11
The one psychophysics term on the lips of Prada store manager is “anchor.” In the luxury trade, that describes an incredibly high-priced article displayed mainly to manipulate consumers. The anchor is for sale ─ but it’s okay if no one buys it. It’s really there for contrast. It makes everything else look affordable by comparison. “This has been a strategy that goes back to the seventeenth century.” Paco Underhill, the author of the book Why We Buy, said recently. “You sold one thing to the king, but everyone in court had to have a lesser one. There’s the $500 bag in the window, and what you walk away with is the T-shirt.”
[서술형 2] 밑줄 친 It과 everything else가 가리키는 것 의 구체적인 예를 본문에서 찾아 쓰시오. [8-3]12
The one psychophysics term on the lips of Prada store manager is “anchor.” In the luxury trade, that describes an incredibly high-priced article displayed mainly to manipulate consumers. The anchor is for sale ─ but it’s okay if no one buys it. It’s really there for contrast. It makes everything else look affordable by comparison. “This has been a strategy that goes back to the seventeenth century.” Paco Underhill, the author of the book Why We Buy, said recently. “You sold one thing to the king, but everyone in court had to have a lesser one. There’s the $500 bag in the window, and what you walk away with is the T-shirt.”
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다음 빈칸에 들어갈 말로 가장 적절한 것은? [8-3]13 The one psychophysics term on the lips of Prada store manager is “anchor.” In the luxury trade, that describes an incredibly high-priced article displayed mainly to manipulate consumers. The anchor is for sale ─ but it’s okay if no one buys it. It’s really there for __________. It makes everything else look affordable by comparison. “This has been a strategy that goes back to the seventeenth century.” Paco Underhill, the author of the book Why We Buy, said recently. “You sold one thing to the king, but everyone in court had to have a lesser one. There’s the $500 bag in the window, and what you walk away with is the T-shirt.”
① contact ② emphasis ③ metaphor
④ display ⑤ contrast
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정답
③
1
④
2
①
3
(A) anchor / (B) affordable
4
(A) leads / (B) expensive
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anchor
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(A) anchor / (B) affordable
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⑤
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④
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① anchor : an incredibly high-priced article, this, It / ② lesser things : everything else, the T-shirt
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다른 물건들이 상대적으로 저렴해 보이게 한다.
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① It : $500 bag / ② everything else : T-shirt
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⑤
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