关于具体问题讨论的英文范本.docx
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关于具体问题讨论的英文范本.docx
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关于具体问题讨论的英文范本
PeopleChangeTheirAttitudestowardsAds
Onenight,whentelevisionbeganbroadcastingaboringTVshow,Isaidtomywife,"Theprogrammeisevenlessinterestingthantheadvertisements,orcommercials.Letushaveachange."
Mywife,whohappenedtohavearemotecontrolinherhand,consentedimmediately,switchedtoanotherchannelandenjoyedanadvertisementofriceflourwithme.Justatthemoment,Ifoundthatwewerenolongerasdisgustedwiththecommercialsaswehadbeenbefore.
ThenextdaywhenItoldmyexperiencetomycolleagues,they,tomysurprise,allhadthesamefeeling.Afewevensangseveralofthecommercialssongs.
Afewyearsago,whenadvertisementsbegantoappearintheChinesemedia,mostpeople,includingmyself,wereagainstthepractice.Somesighed:
"ThesocialistTV,newspapershavestartedimitatingtheWesternbourgeoismediatoo!
"Whathaschangedtheaudience'smentalityinonlyseveralyears'time?
First,Chineseadvertisementshaveimprovedtheiradvertisingtechniques.Atthebeginning,thelanguageofadvertisementswassimple,themusicinsipidandtheimagescoarseandcrude.Later,somebetterforeignadvertisementscametoChineseTVandnewspapers.
"Wherethereisamountain,thereisaroad;wherethereisaroad,thereisaToyota."ThewordsoftheJapaneseadvertisementpublicizingtheToyotacarareveryabsurdbutimpressiveandeasytomemorize."Nestlecoffeeistastyindeed."TheAmericanadvertisementpromotingthesaleoftheNestlebrandcoffeehasbecomeanewhouseholdphraseinChina.
Gradually,Chineseadvertisementsalsohavelearnedhowtodressthemselvesup.Theyhavestrangeandhumorousassociations,charming,deepmalevoices,colourfulimagesandsongsthatarepleasingtotheearandeasytolearn.Forthesereasons,thecommercialsforSantanacars,FudacolourfilmandOrientbeverageshavesuccessfullyattractedaTVaudience.
Second,lifeneedsadvertisements.Everythinginmodernsocietyislinkedtoinformation,whilethemainfunctionofadvertisementsistodisseminateinformationoncommodities,service,culture,employment,studentenrollmentandevenmarriage.
Ofcourse,onecanobtainsuchinformationbylisteningtohearsayandmakingon-the-spotinvestigation,buttheinformationprovidedbyadvertisementsindoubtlessthemostdirect,comprehensiveanddetailed.
Associetyadvances,people'sdemandshavebecomemoreandmorediversified,andthecommoditiesandserviceprovidedbysocietyhavealsobecomemoreandmorediversified.
Ontheotherhand,aslivingtempoquickens,peoplehavelessleisuretime.Iftheywanttospendtimefindingsuitablecommodities,serviceandemploymentopportunities,theyhavetorelyonadvertisements.So,unconsciously,peoplehavechangedtheirhatredforadvertisementstoanacceptanceandutilizationofthem.
But,duetocertainconditionsinChina,theChinesedonothaveagreatneedforadvertisementsforthetimebeing.
ThatisbecauseChineseeconomyisnothighlydeveloped,andthesupplyofmanycommoditiesfallsshortofconsumers'demands.Sothemoreconsumersseetheadvertisements,theangriertheybecome.
Second,people'slivingpacehasnotquickenedtotheextentthattheyhavenotimetogoshoppingleisurely.Manycanevenfindtimetowalkthestreetsduringtheirworkhours.Thereisnoneedforthemtoread"theshoppingdirectory".Thereareevenfewerpeopledependingonadvertisementstoseekemployment,forthereisnotmuchflowofthelabourforce.
Earlierthisyear,IdiscoveredthattheannualbusinessvolumeofaUSadvertisingcorporationwasashighas$6billion,morethan12percentofthatofChina'sexportslastyear.Iwasreallytakenabacktofindthatanadvertisementcorporationhaddevelopedtosuchanextent.
Itissaidthatadvertisingisindispensabletothelivesofpeopleindevelopedcountries.Withoutexception,peoplereadadvertisementsbeforegoingshoppingorlookingforjobs.Itisagainstthissocialbackgroundthatadvertisinghasdevelopedsomuchinthesecountries.
Anideacomestome:
Astheeconomydevelops,advertisementsmayfinallypenetrateeverycornerofourlife.ThedaywillcomewhenallChinesewillrealizethatadvertisingisessentialtoallofus.
1.TheFunctionofAdvertisement
Robert:
We'rehavingadebateonadvertisingtomorrowandIhavetotakepart.
Mr.Lee:
That'sinteresting.Ishouldliketohearwhatyoungpeoplethinkaboutadvertising.
Robert:
Well,wewouldn'tknowwhattherewastobuyifwedidn'thaveadvertisements.
Mr.Lee:
Yes,that'strue—uptoapoint.Advertisementsprovideinformationthatweneed.Ifsomeonehasproducedanewarticle,naturallythesellerwantstotellusaboutit.
Robert:
Yes,andadvertisementstelluswhichproductisthebest.
Mr.Lee:
Dothey?
Idon'tthinkso.Everymanufacturersaysthathisproductisthebest,oratleasttriestogivethatimpression.Onlyonecanbethebest,sotheothersaremisleadingus,aren'tthey?
Robert:
Well,inaway,Isuppose,butwedon'thavetobelievethem,dowe?
Mr.Lee:
Areyousayingthatadvertisementsaren'teffective?
Idon'tthinkthatintelligentbusinessmenwouldspendmillionsofdollarsonadvertisingifnobodybelievedtheadvertisements,doyou?
Robert:
Perhapsnot,butafterall,it'stheirmoneythatthey'respending.
Mr.Lee:
Isit?
Ithinknot.Thecostofadvertisingisaddedtothepriceofthearticle.YouandIandalltheotherpeoplewhobuythearticlepayfortheadvertising!
Robert:
Well,Isupposewegetsomethingforourmoney—someinformation.
Mr.Lee:
Yes,butdon'tforgetit'softenmisleadinginformation,andsometimesharmful.
2.AdvertisersPerformaUsefulServicetotheCommunity
Advertiserstendtothinkbigandperhapsthisiswhythey'realwayscominginforcriticism.Theircriticsseemtoresentthembecausetheyhaveaflairforself-promotionandbecausetheyhavesomuchmoneytothrowaround."It'siniquitous,"theysay,"thatthisentirelyunproductiveindustry(ifwecancallitthat)shouldabsorbmillionsofpoundseachyear.Itonlygoestoshowhowmuchprofitthebigcompaniesaremaking.Whydon'ttheystopadvertisingandreducethepriceoftheirgoods?
Afterall,it'stheconsumerwhopays..."
Thepooroldconsumer!
He'dhavetopayagreatdealmoreifadvertisingdidn'tcreatemassmarketsforproducts.Itispreciselybecauseoftheheavyadvertisingthatconsumergoodsaresocheap.Butwegetthewrongideaifwethinktheonlypurposeofadvertisingistosellgoods.Anotherequallyimportantfunctionistoinform.Agreatdealoftheknowledgewehaveabouthouseholdgoodsderiveslargelyfromtheadvertisementsweread.Advertisementsintroduceustonewproductsorremindusoftheexistenceofoneswealreadyknowabout.Supposingyouwantedtobuyawashing-machine,itismorethanlikelyyouwouldobtaindetailsregardingperformance,price,etc.fromanadvertisement.
Lotsofpeoplepretendthattheyneverreadadvertisements,butthisclaimmaybeseriouslydoubted.Itishardlypossiblenottoreadadvertisementsthesedays.Andwhatfuntheyoftenare,too!
Justthinkwhatarailwaystationoranewspaperwouldbelikewithoutadvertisements.Wouldyouenjoygazingatablankwallorreadingrailwaybye-lawswhilewaitingforatrain?
Wouldyouliketoreadonlyclosely-printedcolumnsofnewsinyourdailypaper?
Acheerful,wittyadvertisementmakessuchadifferencetoadrabwalloranewspaperfullofthedailyrationofcalamities.
Wemustnotforget,either,thatadvertisingmakesapositivecontributiontoourpockets.Newspapers,commercialradioandtelevisioncompaniescouldnotsubsistwithoutthissourceofrevenue.Thefactthatwepaysolittleforourdailypaper,orcanenjoysomanybroadcastprogrammesisdueentirelytothemoneyspentbyadvertisers.Justthinkwhatanewspaperwouldcostifwehadtopayitsfullprice!
Anotherthingwemustn'tforgetisthe"smallads"whichareinvirtuallyeverynewspaperandmagazine.Whatatremendouslyusefulservicetheyperformforthecommunity!
Justaboutanythingcanbeaccomplishedthroughthesecolumns.Forinstance,youcanfindajob,orsellahouse,announceabirth,marriageordeathinwhatusedtobecalledthe"hatch,matchanddispatch"columns;butbyfarthemostfascinatingsectionisthepersonalor"agony"column.Nootheriteminanewspaperprovidessuchentertainingreadingorofferssuchadeepinsightintohumannature.It'sthebestadvertisementforadvertisingthereis!
3.SomeAdsMayBeTooGoodtoBeTrue
AdvertisementsforvocationaltrainingcoursesareseenalloverChinanowadays.Butnotallofthemarereliable.
Aspare-timetrainingschoolaffiliatedwiththeTiexiDistrictlibraryinShenyangofferedahairdressingcourseninetimesfromOctober1987toApril1988,attractingatotalof1,628students.Theeighthtermwasattendedby348students.Butafterwards,100ofthemsuedtheschool,chargingthattheyhadbeencheatedwithfalseadvertising.
Theadhadstatedthattwowell-knownhairdressersfromHongKong,oneofthemawoman,wouldteachtheclassandthatathirdfromShenzhenandafourthfromGuangzhouwouldalsoteach.Butasturnedout,oneofthe"HongKonghairdressers"wasamanfromHenanProvincewhohadbeenlivinginShenyangsincehismarriage,andthewomanhairdresserwasfromGuangzhou.TheonefromShenzhennevermaterialized.
TheadalsostatedthataHongKongbeautysalonwouldprovidetextbooksforthestudents.Butthetextsturnedouttobeonlypamphletsprintedbyajoblessyoungman.Theadpromisedtoprovideanofficialcertificatefromthecity's
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