托福作文素材.docx

托福作文素材.docx

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托福作文素材

（教育）爱尔兰诗人WilliamB.Yeats：

Educationisnotthefillingofapail,butthelightingofafire.

（好句）ButthedevoteesoftheGoddessofLuckdonotmeanthisatall.Theyholdthatsomemenarebornluckyandothersunlucky,asthoughsomeFortunepresidedattheirbirth;andthat,irrespectiveofallmerits,successgoestothoseonwhomFortunesmilesanddefeattothoseonwhomshefrowns.Oratleastluckisregardedasakindofattributeofamanlikeacapacityforarithmeticorgames.

AdvertisinganditsEffects

Intoday'ssociety,onemustconsider-Isthereanyadvantageofadvertising?

Inmanycases,itisonlydisadvantage-anannoyinghindranceinourdailylives.Itgetsonournerves,distortsthetruth,andaddstothecostoftheproduct.Advertisingisdesignedforonepurpose-tosell.Toachievethisgoal,advertisesarewillingtostretchanddistortthetruth,justtoconvincingpeopletobuytheirproduct.Forexample,anadvertisermayconvincebuyerstopurchasetheirproductbystatingthathasbeentestedandfoundsuperior.Inreality,theproductisnotlikelytobebetterthananyother-theteststhemselvesdoubtlesslyconductedbythepromotingcompany-conductedtoensureatleastsomethingissuperiorabouttheproduct,evenifitisonlythecolor.Theseadvertisementsarewordedcarefullysothattheyaretellingthe"literaltruth"-thetruthisexactlywhatthewordssay,althoughpeoplemisinterpretthemessagebyusingconversationallogicassomethingdifferent-somethingbetter.Byusingingenioustacticslikethese,thepopulaceisdeceivedintobuyingaproductthatmaynotdowhatisrequired,oraproductthatabuyermayhaveneverreallyneeded.Thisiswhyadvertisingisabadthing,foroursociety.

Advertisingisusedtopromotegoods,services,images,andanythingelsethatadvertiserswanttopublicize.Itisbecomingamajorpartofmassmedia.Attimes,wemayviewitpositively,atothertimeswemayjustskiporignoreit.Inordertoattractaudience,advertisersusevarioustechniquesontheiradvertisementtomakepeopleawareofthefirm'sproducts,services,orbrands.Althoughthemethodsusedbyadvertisersareinfinitely,theyhaveacommongoaltopersuadethosewhomaybecometheircustomerstobuytheirproducts.Anexcellentadvertisementwillcreateadeepimpressiononitspotentialcustomersthroughparticulartechniques.

RadioandTelevisionAdvertising

Weareconstantlysurroundedbyadvertising.Frombusstopbenchestotelevisioncommercials.Everywherewelooksomethingisbeingadvertised.Twoofthebestwaystoadvertiseareradioandtelevision.Thesetwomediumseffectvirtuallyeveryone.Mostofuslistentotheradioorwatchtelevisionatsomepointeachday.Becauseofthis,manyofusareabletorememberproductsbythejinglesorslogansthatareused.AnexampleofthisisthesloganforCharmintissue.AnytimeyouseeMr.WhippleyouthinkofCharmin,andtheslogan"Don'tsqueezetheCharmin.?

Thistypeofadvertisingkeepstheproductsinthemindoftheconsumer.Therefore,whentheconsumergoestothemarket,hewillreachfortheCharmin.

Ifyouwereapersontryingtoadvertiseforaproductorastore,beforedecidingwhichmediumyoushouldadvertisein,therearesomequestionsyoushouldaskyourself.Thepotentialadvertisershouldknowwhotheyare,whattheyaresellingandtowhomtheyaresellingit.Whenyouadvertiseyoushouldhavearealisticprofileofyourcustomers.Bydefiningyourtargetaudience,youwillbeabletoaimyouradvertisementsatthem.Therefore,abusinessshouldtakethetimetodosomeresearchandplantheiradvertisingstrategies.

Forthesmalladvertiser,radioisthemosteffectivemedium.Itcanreachatargetaudienceandpeoplearelikelytoheartheadvertisementmorethanonce.Mostpeoplespendagreatdealoftimelisteningtotheradio.Theylistenwhiletheyarecommutingtowork,areattheoffice,andwhilecommutinghome.Radiosgreatestadvantageismobility.Itcananddoesgoeverywhere.Itsweakness,whichcanalsobeviewedasastrengthisthatitislimitedtotwothings,sound,andsilence.Radioalsoworksonthepowerofsuggestionandtheimaginationofthelistener.Radioadvertisingratesaredeterminedbythesizeofthelisteningaudience.Thesizeoftheaudienceisdeterminedbypolls,censusdata,andsurveys.Becauseradiohasalostofcompetitionforitsaudience,theaudienceyouarepayingforisanticipatedandpotential,itisnotguaranteed.Advertisinginradioisboughtin"spots.?

Thesespotscanrunform10secondsto60seconds.Youhavetheoptiontochoosewhenyouwouldlikethespottorunandhowmanytimesyouwouldlikeittorun.Ifyouchooseprimerate,thespotwillcostyoumore,howeveritisguaranteedtorunatacertaintime.

Televisionisthestrongestmediumtoadvertiseinandalsothemostexpensive.Likeradio,thecostofadvertisingontelevisionin.Thetelevisiondayisbrokendownasfollows,morning,midday,earlyfringe,primetime,and11PMtosignoff.Morningandmiddayareusuallyfilledwithlocalshows,gameshow,soaps,andperhapsevenamiddaymovie.Thistimeperiodisaimedatthehousewifeorhomebody.Earlyfringerunsfrom4pmto7:

30pm,duringthistime-variedprogramsareshown,includingnews,children'sshowsorreruncomedies.Primetimeisthemostexpensivetimetoadvertise.Thisiswhenmostpeopleareinfrontoftheirtelevisionsandthenetworkshowsarerun.Primetimeisfrom8:

00to11:

00PM.From11:

00pmtosignoff,theaudiencedwindles.Mostpeopleretirefortheevening.Duringthistimethenewsisshown,moviesandotherreruns.Thereareseasonsintelevisionprogramming.Themostexpensiveseasontoadvertiseinisfall.Thisiswhennewnetworkprogrammingbegins.Duringthistimeanabundanceofbacktoschooladsareshown.Thenbeforeyouknowittheholidaysarehereandthereareevenmorereasonstoadvertise.Thenagain,attheendofsummerthingspickupandthecyclebeginsagain.Bothradioandtelevisionadvertisingaregoodwaystomakeyourproductorserviceknown.However,thekeytoanysuccessfuladvertisingistoknowyourmarket.Bydoingthisyouwillknowthebestwaytopromoteyourproduct.

TheImpactofAdvertisinginOurSociety

Theimpactofadvertisingonoursocietyisafiercelydebatedtopic,andhasbeeneversincetheconceptionofadvertisinginitsmostbasicform.Therearenegativeandpositivesocialandeconomicimpactsuponsocietyfromadvertisinginitsvariousforms.Forinstance,advertisingpromotingpublicwelfarehasapositivesocialimpactuponsociety,whereasadvertisingportrayingwomenassexobjectshasnegativesocialimpacts.Therearealsopositiveeconomicimpactsonsocietysuchasprovidingfundingforthemediaandstimulatinganactive,competitiveeconomy.

Thereareanumberofprovenwaystopersuadetheconsumerthatheorsheneedstheproductbeingadvertised.Thesemethodsofpersuasion,insteadofconcentratingontheactualproduct,usuallyconcentrateonthebenefitsthatwillbebroughttotheconsumer.Thesebenefitsmayincludethehopeofmoremoneyandbetterjobs,popularityandpersonalprestige,praisefromothers,morecomfort,socialadvancement,improvedappearance,orbetterhealth.Forexample,anautomobileadvertisement,aswellasmentioningthemechanicalattributesofthecar,wouldmostlikelyfocusontheexcitement,prestige,andsocialadvancementitmaybringthebuyer.Thissocialadvancementisveryoftensexual,orinvolvingattractionoftheothersex?

sothecaradvertisementmayalsomentiontheglamorouswomen/menthattheconsumerwillattractwithhis/herfancycar.Advertisinghasbeenblamedforagreatvarietyofnegativesocialimpacts.Oneofthemajorcriticismsreceivedbyadvertisingisthatitforcespeopletobuythingstheydon抰reallyneed,oftenbyprojectingnegativeemotionssuchasfear,anxietyorguiltupontheconsumer.Itisclaimedthatadvertisingplayswithourbasichumanemotionsandtakesadvantageofthem,usingthemasmerelyanothertechniquetosellgoodsorservices.

Advertisingalsoencouragespeopletobuyproductsbymakingthemthinkthatpurchasingandconsumingarethemajoractivitiesoftheirlives.Itissaidtoalsoevokefearsofinferiorityupontheconsumerbydepictingthe憂ormal?

personasyoung,attractive,wealthy,andsuccessful.Thismayencourageapersontoactonhisorherdesireforsuccessand,forinstance,gooutandpurchasethatparticularbrandofmake-upordeodoranthopingtoemulatetheseemingsuccessofthepersondepictedintheadvertisement.Inopposition,advertisersstatethatthepublicisintelligentenoughto,andquitecapableof,makingupitsownmindandwilldefinitelynotbuyanythingtheydonotwantorneed.Peoplearenotinclinedtobeswayedbyfalseclaimsthattheyneedaparticularproduct,andwillusuallybeverydiscriminatinginwhattheytakeasbeingtrue,whenitcomestoadvertising.Infact,advertiserswouldsaythattherearemanypositivesocialimpactsonoursocietyfromadvertising.

Advertisingcanbeusedtoincreaseawarenessinsocietyaboutparticularissues,andinsodoing,becomesaformofeducation.Antidrugadvertisingsuchas"It抯OKtosayNO",anddrinkdrivingcampaignsarejusttwoexamplesofhowsocietyusestheadvertisingindustryasameanstopromotepublicwelfare.Otherformsofsociallypositiveadvertisingincludethoseadvocatingsafesex,therebyconsiderablyslowingthespreadofdeadlySTDsthroughoutthecommunity.Aswellassocialbenefitsoutlinedinthepreviousparagraph;thereareeconomicbenefitsexperiencedbysociety,asaresultofadvertising.Withoutadvertising,themedia,includingnews