雅思寫(xiě)作輔導(dǎo)：廣告與媒體問(wèn)題

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 them?

各種各樣的廣告充斥電視屏幕、報(bào)紙、公交車(chē)和幾乎所有城市街道。這對(duì)于消費(fèi)者而言既有利也有弊。消費(fèi)者不可避免會(huì)受到影響，但程度是因人而異的。

Television screens, newspapers, buses, and almost all city streets are flooded by all kinds of advertisements. This has both advantages and disadvantages to consumers who are unavoidably influenced, though the degrees vary from person to person.

因?yàn)楹芏嘞嗷ジ?jìng)爭(zhēng)的公司所打的廣告，消費(fèi)者得以迅速了解某些新產(chǎn)品。如果一樣產(chǎn)品恰好是一些消費(fèi)者所需要的，他們也許會(huì)受到吸引而去購(gòu)來(lái)一試。假如該產(chǎn)品經(jīng)證實(shí)確實(shí)好，人們便會(huì)開(kāi)始響朋友推薦，其銷(xiāo)售也會(huì)快速上升。所以，我們看到這對(duì)于消費(fèi)者和生產(chǎn)商來(lái)講是個(gè)雙贏的局面。而且，我們還看到：消費(fèi)者不會(huì)馬上就受到影響、難以自拔。他們對(duì)廣告產(chǎn)品樹(shù)立信心是要花點(diǎn)時(shí)間的。

Because of the advertisements placed by many competing companies, consumers are able to learn about certain new products rapidly. If a product happens to be what some consumers need, they might be attracted to make a purchase and have trial use. If it turns out to be really good, people would set about recommending it to friends and the sales of this product will go up very quickly. So, we see this is a win-win situation both to consumers and manufacturers and we also see that consumers are not just influenced profoundly all at once. It takes time for them to establish faith in the advertised products.

多數(shù)情況下，廣告產(chǎn)品都不錯(cuò)，值得一買(mǎi)。但也有某樣產(chǎn)品的效果和功能被大加夸張了的情況，這肯定會(huì)愚弄一些人，讓他們立馬受到吸引去購(gòu)買(mǎi)。鑒于一樣產(chǎn)品只能憑質(zhì)量和長(zhǎng)期建立起來(lái)的聲望贏得市場(chǎng)，我們有充足的理由相信：那些虛假的或者是言過(guò)其實(shí)的產(chǎn)品將最終失去市場(chǎng)份額并走向滅亡。因此，我們看到市場(chǎng)是有選擇性的，而消費(fèi)者從長(zhǎng)遠(yuǎn)角度講也是理性的。

In most cases, the advertised products are good and worth buying. But there are also cases where the effects or functions of a certain product are much exaggerated and it will definitely fool some people when they are attracted all at once and go to buy it. Since a product can only win the market through its quality and its long established fame, there’s every reason to believe that those fake or much exaggerated products will eventually lose their market shares and die out. Thus, we see that the market is selective and consumers are sensible in the long term.

發(fā)達(dá)國(guó)家有嚴(yán)格的廣告審查和監(jiān)督體系。如果一家公司打出的一則廣告未能產(chǎn)生廣告詞所宣稱(chēng)的效果就會(huì)被定性為欺詐，由此便會(huì)違法，導(dǎo)致極為嚴(yán)重的后果。多數(shù)情況下，生產(chǎn)廠家會(huì)被重罰，從而難以繼續(xù)生存下去。

In developed countries, there are strict censorship and supervising systems regarding advertising. If the advertisement put up by a company fails to honor the advertised effects, it would be termed as fraud, thus violating the law which could lead to really serious result. In most cases, the manufacturing company would be fined so heavily that it would be difficult for it to survive any longer.

從前面的論證我們看到：廣告的對(duì)消費(fèi)者的影響有積極的一面，也有消極的一面，影響力也因人而異。為了保護(hù)消費(fèi)者，政府可以采用發(fā)達(dá)國(guó)家的做法，執(zhí)行真正嚴(yán)格的廣告審查和監(jiān)督法。

From the foregoing discussion, we can see that advertisements influence consumers both favorably and unfavorably and the degrees of this influence differ from person to person. To protect consumers, governments can follow the practice of developed countries by enforcing really strict censorship and supervising laws in regard to advertising as a whole.

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