雅思写作资料：广告不是提高产品销量唯一途径

Today, the high sales of popular consumer goods reflect the power of advertising and not the real needs of the society in which they are sold. To what extent do you agree or disagree? 今天，流行商品销量的提高反映的是广告的作用，而不是社会的需求，是否认同该观点?

【相关题目】：

1. Some people believe that ads should be banned since they serve no useful purpose and can even be damaging. To what extent do you agree or disagree? 有人认为广告应该被废除，因为广告是无用，甚至有害的，是否认同该观点?

2. Nowadays, customers are facing increasing advertisements with the competition of different companies. To what extent do you think customers are influenced by advertisements? What measures can be taken to protect the customers? 现在广告愈来愈多，广告在多大的程度上影响了消费者，如何保护消费者?

【作家立场】： 广告确实可以在一定程度上提高产品的销量，但是，却不是唯一的途径。

【思路拓展】：

广告为何可以提高产品销量：

1. 明星代言广告可以影响消费者，尤其是年轻粉丝的消费，因此，广告营销，在一定程度上，可以提高产品销量。

2. 很多人有跟风消费的心理，如果广告的营销极其成功，广告可以带动跟风消费，提高产品销量。

广告为何不能提高产品销量：

1. 有品牌的忠诚度的消费者，理性消费者，极少受到广告营销的影响。

2. 对于可支配收入有限制的消费者，广告营销很难起到导向消费的作用。

3. 产品的需求决定产品的销量，例如，流行感冒的时候，口罩买的好，是因为有市场的需求，而不是广告的营销。

【文章布局】：

首段：背景介绍 + 争议焦点 + 作家立场

二段：让步原题观点的合理性

三段：反驳原题观点的不合理

尾段：再次亮明观点

【小鹏哥语料库】：

1. television commercials n电视广告

2. advertisement = advertising n广告

3. advertisement campaign n广告宣传

4. boost the sales of the products v 提高产品销量

5. give a boost to the sales of products v提高产品销量

6. promote the sales of products v提高产品销量

7. exert a subtle influence on …… v对于……施加潜移默化的影响

8. be swayed by = in influenced by = be affected by v受到……的影响

9. impose great pressure upon …… economically v 增加了……的经济负担

10. wise consumers = rational buyers n 理性消费者

11. have limited disposable income 可支配收入有限

12. buy sth impulsively = purchase sth without consideration v冲动消费

13. look very eye-catching = look extremely appealing v看起来极其吸引人

14. help the corporations to compete for the lion’s share in the market v帮助企业竞争市场中最大的份额

15. ads presented by prevailing movie stars or popular singers 电影明星，流行歌手代言的广告

【范文赏析】：

{首段}：背景介绍 + 作家立场

Notably, various advertisements have been invading every aspect of our lives. Although we may pride ourselves on good tastes, we are no longer free to choose the things we desire because advertising seems to impose an irresistible influence on us. Even though advertising campaign might promote the sales of relevant products，it is not the sole factor determines the sales of goods.

【解析】：

1. Notably, various advertisements have been invading every aspect of our lives.值得注意的是：各种广告似乎正在渐渐侵入我们的生活。

2. Although we may pride ourselves on good tastes, we are no longer free to choose the things we desire. 尽管我们以自己的品味而自豪，但是，我们却不能自由选择我们想要的商品。

3. Even though advertising campaign might promote the sales of relevant products，it is not the sole factor determines the sales of goods. 尽管广告营销可能促进相关产品的销售，但是，广告营销不是决定产品销量的唯一因素。

{二段}：让步原题观点的合理性：

Indeed, some reasons could be easily explored to justify that advertisement campaign could help relevant enterprises to compete for the lion’s share in the market. For one thing, advertisement produced by stars exerts a subtle impact on young consumers. Numerous advertising companies produce advertisements with eminent performers or popular singers. People, especially teenagers, usually buy goods that their favorite singers represent. For another, on the television screen, a product may look extremely alluring. Consequently, people often buy goods impulsively even if the product is not what they really need. Even worse, it often happens that some people may be swayed by the consumption of people around them.

【解析】：

1. Indeed, some reasons could be easily explored to justify that …… 的确，有一些理由很容易被找到，来证明……是合理的

2. Even worse, it often happens that some people may be swayed by the consumption of people around them. 更加糟糕的是：一些人会受到周围人消费的影响，这也是经常发生的。

{三段}：反驳原题观点的不合理性：

Notwithstanding all that, it is fairly superficial to simply believe that the sales of goods could definitely be promoted by advertising. First, every individual has his or her unique spending habits，meanwhile， those wise buyers or faithful consumers will not be easily talked into buying new products. More precisely, it is up to every consumer to buy goods. Advertisement campaign may be not a cause of customers’ buying habits. Further, when consumers have limited amount of disposable income, they will try to allocate their budgets rationally. Hence, they cannot be simply influenced by those ads. Ultimately, the social need of the goods has an indispensable role in determining their sales. The increased sales of masks during influenza period could serve as a perfect example.

【解析】：

1. Notwithstanding all that, it is fairly superficial to simply believe that ……虽然如此，简单认为……是相当肤浅的

2. Those wise buyers or faithful consumers will not be easily talked into buying new products. 理性消费者，有品牌忠诚度的消费，不会轻易被说服购买新的商品。

3. When consumers have limited amount of disposable income, they will try to allocate their budgets rationally. 当消费者的可支配收入有限的时候，他们会尝试理性分配预算。

{尾段}：再次亮明观点：

Overall, it is not completely true to say that everyone will be affected by advertisement. After all, many customers have their own consumption habits and standard of qualified products. Still, when they fail to have large sums of money, the functions of advertising is hard to predict.

【解析】：

1. Overall, it is not completely true to say that …… 总之，认为……不是完全正确的

2. When they fail to have large sums of money, the functions of advertising is hard to predict. 当消费者财力有限的时候，广告的作用难以预测

 作者介绍：

薛鹏(@雅思小鹏哥)，新东方网专栏作家，高中时代出版诗文集《选择坚强》，每年创作20万字原创语料库以及范文。吉林大学外国语言学及应用语言学硕士。17年英语教学经验 (7年新东方雅思托福SAT教学经历)，前长春新东方功勋教师，多次培训出雅思和托福高分学员(雅思写作8.0分，托福写作29分)。

爱生活，爱运动，爱音乐电影，爱旅行美食，爱读书摄影，更爱英语教学。20岁登上英语讲台，主讲英语万词速记课程。熟悉GRE、TOEFL、SAT、TEM、CET等各级别词汇教学。

大一时即在报刊杂志上主持“英语学习系列谈”以及“薛鹏教你学单词”等专栏。2006年获得“外研社/朗文杯”新概念背诵大赛吉林省赛区大学成人组冠军，全国总决赛大学成人组二等奖。

对于各类写作课程有精深研究，授课方式行云流水，妙语连珠，知识底蕴深厚，对学员极具有启迪性和激励性。

教学理念：Education is not the filling of a pail but the lighting of a fire.(教育不是注满一桶水，而是点燃一把火)

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