解放军文职招聘考试广告的优点

 Do the positive effects outweigh negative effects, when advertising gains in popularity?

 

广告的优点：

• 传播市场信息(disseminate market information),介绍新产品(inform consumers of new products)，让消费者作出正确的选择 (enable a more qualitative choice between products to consumers)；

• 不仅鼓励生产商在质量上竞争（encourage competition in quality)、鼓励产品革新（encourage product innovation)，而且丰富消费者的生活（enrich their lives)、提高生活质量（improve living standards)；

• 促进产品的销售量（enable greater volumes to be sold)，促进经济发展（promote economic development)

广告的缺点：

• 广告的言语或者图像误导观众(claims or visual images that directly or indirectly mislead the consumer)；

• 广告很少提供产品的所有信息（hardly provide full disclosure of product characteristics),滥用消 费者的信任（abuse the consumers' trust),利用他们缺少经验或者知识的特点（exploit their lack of experience or knowledge)去诱导他们购买对自己无用的产品（manipulate them)；

• 广告是一种不受欢迎的强加信息(unwelcome intrusion)；

• 由于广告费的原因，广告会增加商品的价格(add to the cost of every product)

 

范文

It has always been difficult to assess the contribution of advertising. This issue is fraught with controversy, with concern being expressed over the harmful effects of advertising. Below are some arguments against this concern.

 

It is important to recognize that one of the key functions of advertising is to supply consumers with adequate and accurate information about all of the alternatives available to them. Every now and then, advertising is criticized on the ground that it can manipulate consumers to follow the will of the advertiser; however, evidence supports an opposing view that advertising merely promotes products that are most likely to satisfy consumers' wants. In simple terms, it is consumers rather than advertisers who decide what are advertised.

 

Advertising also plays a significant role in fostering full employment and facilitating economic well-being. By conveying marketing information constantly to the target audience, advertising speeds the consumers' acceptance of new goods and technologies. It guarantees the high turnover rate of the manufactured goods and therefore, sustainability of a business. It is also agreed that advertising is one of the main sponsors of a large number of other industries, for example, the entertainment industry― particularly sports, music, and theatrical events.

 

Unarguably, advertising is criticized every now and then for misleading the public. However, the rapid development of advertising itself has provided a solution to this problem, as the information delivered to the audiences has made them knowledgeable consumers. Under this circumstance, they can easily distinguish inferior products from quality products with their knowledge. The misleading effect of advertising will be counteracted over time.

 

To summarize, advertising suggests what consumers need and contributes partly to economic development. In this sense, advertising is of great value to people and the society. The general perception of advertising as a source of misleading information is in fact a bias.

 

近义词表

1. fraught with=full of=filled with=burdened with:充满着

2. manipulate=manoeuvre=operate=influence=harness: 操控，影响

3. will=want=wish=desire：愿望                                     4. foster=promote=further=advance=encourage:鼓励，促进

5. inferior=substandard=low-grade:低质量的