Amtrak Is Taking the Gloves Off in Advertisements and Belittling

question 76

Multiple Choice

Amtrak is taking the gloves off in advertisements and belittling its major competition,which is the airline shuttles.Amtrak's new name for its Metroliner is The Smart Shuttle.Gone are ads that were inner-directed and sold the Metroliner on its leisurely pace.In their place are ads showing rapid shots of the sleek train and business executives conducting no-nonsense meetings "eyeball-to-eyeball." The campaign,which includes television,radio,print,billboards,and posters in commuter railroad cars,targets business travelers,who,Amtrak says,incorrectly believe the train takes far longer than the airplane to travel between two cities.One television spot opens with a shot of airplanes stacked up in a tarmac traffic jam.Another shows a business traveler lumbering into the airport during a snowstorm.The announcer says,"Schedule a meeting.Take the shuttle.Then cross your fingers." The poor soul looks up at the departure board and sees a row of "Canceled" signs.The announcer continues,"Schedule a meeting.Take the Metroliner.Then cross your legs."
-Refer to Amtrak.Amtrak's campaign is designed to communicate to a large audience via television,radio,and print.This is an example of _____ communication.

• A) mass
• B) clutter
• C) interpersonal
• D) intrapersonal
• E) public

---

Definitions:

Zeitgeber

An external or environmental cue, such as light or temperature, that helps regulate the biological rhythms of an organism.

Potent

Having a strong effect or powerful influence.

Light

Electromagnetic radiation within a certain portion of the electromagnetic spectrum, which can be perceived by the human eye.

Zeitgeber

External or environmental cue that synchronizes an organism's internal body clock to the 24-hour day and night cycle, such as light.