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

解析:

廣告的優(yōu)點(diǎn)：

• 傳播市場(chǎng)信息(disseminate market information),介紹新產(chǎn)品(inform consumers of new products)，讓消費(fèi)者作出正確的選擇 (enable a more qualitative choice between products to consumers);

• 不僅鼓勵(lì)生產(chǎn)商在質(zhì)量上競(jìng)爭(zhēng)(encourage competition in quality)、鼓勵(lì)產(chǎn)品革新(encourage product innovation)，而且豐富消費(fèi)者的生活(enrich their lives)、提高生活質(zhì)量(improve living standards);

• 促進(jìn)產(chǎn)品的銷(xiāo)售量(enable greater volumes to be sold)，促進(jìn)經(jīng)濟(jì)發(fā)展(promote economic development)

廣告的缺點(diǎn)：

• 廣告的言語(yǔ)或者圖像誤導(dǎo)觀眾(claims or visual images that directly or indirectly mislead the consumer);

• 廣告很少提供產(chǎn)品的所有信息(hardly provide full disclosure of product characteristics),濫用消 費(fèi)者的信任(abuse the consumers' trust),利用他們?nèi)鄙俳?jīng)驗(yàn)或者知識(shí)的特點(diǎn)(exploit their lack of experience or knowledge)去誘導(dǎo)他們購(gòu)買(mǎi)對(duì)自己無(wú)用的產(chǎn)品(manipulate them);

• 廣告是一種不受歡迎的強(qiáng)加信息(unwelcome intrusion);

• 由于廣告費(fèi)的原因，廣告會(huì)增加商品的價(jià)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.

近義詞表

1. fraught with=full of=filled with=burdened with:充滿著

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

3. will=want=wish=desire：愿望

4. foster=promote=further=advance=encourage:鼓勵(lì)，促進(jìn)

5. inferior=substandard=low-grade:低質(zhì)量的