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Advertisement 2月26Vocabulary: 主体advertisement and advertising广告和广告业广告类型：TV commercials/billboards/leaflets 传单and flyers传单/promotions促销/logos and slogans口号/product placement/sponsorship赞助商Consumer消费者：high-street shoppers购物街/online shoppers/impulse buyers冲动的/regular customers/children/adults. customer are those who buy your products,while consumer are those who use the product.for example, if you daddy bought you a book.he is the customer, and you are the consumer, the one who really read it.average audience 普通观众 advertiser costumer 内容advertising effectiveness 广告效果 billboards 广告牌poster广告怎么弄merchandise 推销 market in a way advertise 播放广告Positives：1、是现代生意的关键，公司通过广告来告知顾客他们的产品，广告能让我们更好地做出适合自己的选择，没有广告我们选择变少。 2、广告业是新兴的有创造力的行业，解决了很多就业，没有广告失业率会升高。 3、广告已经被当做是现代艺术，可以欣赏广告的美丽，如美丽的画面，好听的音乐，有趣的主意and漂亮的姑娘。人们享受广告所带来的。Negatives：1、广告操作manipulate人们的思想及选择，目的是诱导persuade人们通过购买商品而寻找快乐，从而从中获益。 2、产品公司使用迷人而且成功地代言人，为它们树立好的品牌形象，从而卖出它们的形象而不仅仅是产品。 3、我们生处于消费文化中，我们被引导去追逐最新的潮流latest trend，我们被鼓励去把身份和品牌挂钩associate with。 4、广告者常常把广告瞄准aim at儿童，儿童很容易被广告影响，特别是某些黄色及什么什么的广告，而儿童会要求自己的父母够买。Opinions：1、公告业应该被有系统的管理regulate, such as making Chinese Advertisement Law,Products:而可能对健康造成危害的广告应该有警示，比如cigarette 而在有些国家，在电视上播放香烟广告是合法的illegal ，而且香烟包装上cigarette packets 警示必须有display 2、针对于小孩的广告应该被制定或者取缔ban，比如垃圾食品fast food and unhealthy food 4、政府要严格审查错误的信息或者有害的产品，一经查出，严惩，像三鹿奶粉事件sanlu milk powder incident，Chinese Advertisement Law 中国广告法 5、明星应该要对于所代言的广告负责endorsements代言费One of the highlights of the proposed changes to Chinese Advertisement Law includes making celebrity spokespersons more responsible for the endorsement deals they take on. These changes were made to strengthen controls over celebrity endorsements and advertising如果名人代言的广告contains false claims and misguides consumers(包含虚假信息以及误导消费者)，他们将不但承担civil liability(民事责任)，可能还要承担criminal liability(刑事责任)。不管是不是明星的fans(粉丝)或groupie(追星族)，明星在人们的心中多多少少都会有些影响力。6.广告也是产品的需求产生的，它在我们的自由贸易中是必须的衍生题目，有些国家对于香烟广告是合法的，你怎么看。明星代言的产品出问题，你怎么Consumers are faced with increasing numbers of advertisements from competing companies. To what extent do you think are consumers influenced by advertisements? What measures can be taken to protect themStep 1 getting ideas to write the essay ask yourself questionsthe trick is to look at the words in the question and ask yourself some 5WH questions (who/where/what/why/when how etc). That gives you your start, then it often works to try and think of differences. So, for example:numbers of advertisements:Ask yourself what different types of advertising do you know? TV commercials/billboards/leaflets and flyers/promotions/logos and slogans/product placement/sponsorshipAre all these the same? Is one type more dangerous than others?consumers:Ask yourself what different types of consumer are there? high street shoppers/online shoppers/impulse buyers/regular customers/children/adults.Are all these the same? Do some need more protection than others?competing companies: Ask yourself what does this mean? Its about the free market and competition.Is it possible to regulate the free market?influenced: Ask yourself how we are influenced by advertising? Is it the same in all cases?Which is the most dangerous form of advertising?measures: You can ask yourself what measures need to be taken, but you can also ask yourself who should take those measures. who how Can the government regulate advertising? If they cantt who can? The consumers themselves? Some other body?Step 2 0rganising the ideas making your paragraphs coherentAnother common problem is that candidates have enough ideas to write an essay, but they dont organise them well. If you try and include all your ideas, your writing will almost certainly become incoherent and thats bad for your band score. Here is how to avoid that problem:Each paragraph is aboutonemain idea onlyYes, thats right just one main idea per para. This means that you need to select what ideas you use if you try and use all your ideas in a 250 word essay, it is likely to become confused.The main ideas aresimpleideas normally found in the questionYes, this is right too. Your big (or main) ideas are simple. They are things like, “I agree with this proposal” or “This opinion is partly right and partly wrong”. So each paragraph begins with a simple sentence like:The first point to make is that advertising does make us spend money we do not need to.This means it does influence us. All you have to do now is explain why and how.OrIt is not easy to decide how to regulate advertising.This means that controlling advertising is complex. All you have to do now is explain why that is so and what can be done.Others ideas aresupportingideas thatexplainor giveexamplesThe key here is to see that we just need a couple of explanations of the one big idea. Looking at the “ideas” from step I, I chose these for my first paragraph:explanation;the most dangerous type of adverts are those that we see all the time and dont think about。examples: tv commercials/flyers/sponsorship/product placementStep 3 paragraphs are like essays: it can better to repeat/rephrase an idea than to give a new ideaThe next point to note is that one possible paragraph structure is to repeat/rephrase your main idea rather than give a new one. This works best in more complex paragraphs like the one above. The main idea is: The first point to make is that advertising does make us spend money we do not need to.I then use a mixture of reasons and examples to explain this idea. At the end of the paragraph, I dont try and say something different. Rather I come back to the main idea:The volume of this advertising means that we, as consumers, tend to be profoundly influenced by it andbuy without thinking.This should be a familiar idea to you. It is really just using theintroduction main body conclusionstructure of an essay for a paragraph. You wouldnt add a new idea in the conclusion of your essay, so why would you in a paragraph?范文：In todays material world, we are inundated with various forms of advertising.In my view, this can be dangerous as it encourages us to spend without thinking and young people, in particular, need some protection from it.The first point to make is that advertising does make us spend money we do not need to. There are nowadays so many different ways companies promote their products and services, ranging from television commercials to simple flyers that we cannot escape it. If, for example,you watcha football match on television,you will seethe logos of the tournament sponsors. Likewise, ifyou watchthe latest blockbuster movie, very probablyyou will seea product placed in the film by some advertising agency. The volume of this advertising means thatwe, as consumers,tend to be profoundly influenced by it and buy without think