TOPIC: ISSUE109 - "The purpose of many advertisements is to make consumers want to buy a product so that they will 'be like' the person in the ad. This practice is effective because it not only sells products but also helps people feel better about themselves."
WORDS: 507 TIME: 0:45:00 DATE: 2007-7-29
MODIFIED: 593
When Audrey Hepburn stands besides you and say: try this product and you will have the same beauty with me. Then can you guarantee you will dispute from the allurement to buy it? Probably most of us cannot. Admittedly, this kind of advertisement is effective for it not only make the product be sold but also give this customer who owns it a better feeling. However, some ads of this kind aggrandize the function and effect of their product and make the consumers be deceived. Thus, in my view, the commercials should made ad that really reflects the qualities of their product.
With the rapid development of the economy in modern society, the categories of the commodities are becoming emerge endlessly, especially the different brands of the same commodity. Hence, in such a consumer-oriented and pragmatic society, the impact of ad is more crucial ever than before. In order to get more profit and win the other commercials in the society, the merchants invent lots of methods of ads such as glittering generalization, testimonial and the transfer etc. One method among them is the testimonial which invites a celebrity to the ad and claims that he/she has benefited from the product. The testimonial capitalized in the admiration people have for the celebrity to make the product shinning more brightly-- even though the celebrity is not an expert in such products. For example, the Cher for the Holiday Spas, the famous basketball player Michael Jordan eating Wheaties and Michael Jackson sings about Pepsi. Evidences show that these ads are effective way for the commercials to attract its customers.
However, every coin has two sides. In some cases, to win excessive profit, the merchants aggrandize the function and effect of their products or even make an ostensible beneficiary. The products, in spite of its shinning ad and famous celebrity in the ad, are just in an average level or even below average. As a result, such abuse of power of advertising makes the consumer be deceived and inevitably compromise consumer’s rights. Consequently, when advertising, the commercials should first conform to one point: honesty, making the ad reflects the true qualities of the product. Only in this way can the consumers make choice in a true and reliable advertising environment. And the commercial will gain trust from the consumer and get successful in the long term.
Moreover, while considering the profit, the commercials should pay attention to the impact of their ad on the society and moral. The media should also censor the ad of the commercials so that there will be no harmful impact on the society. For instance, in the past many tobacco companies such as Marl horror made a wonderful ad and attract many youth to smoke their first cigarette. Such ads jeopardized the health of the next generation because it did not care the social problem that would emerge in the society. Thus this kind of ad that may endanger the society should be avoided. For example, the ad of Marl horror may contain the message that the products are not for under ages. In addition, consumers should make their own choice rationally and prevent from believing the ad imprudently. Otherwise the result may just hurt themselves.
In sum, I agree that the method of ad in the statement is effective to large extent. However, that does not mean the commercials should abuse the power of it and use it to deceive the customers or endanger the society. There will be no effectiveness when the rights of an innocent person are jeopardized.作者: nbta03 时间: 2007-7-30 23:46:17
When Audrey Hepburn stands besides you and say: try this product and you will have the same beauty with me. Then can you guarantee you will dispute from the allurement to buy it? 很形象的例子，先赞一个！ Probably most of us cannot. Admittedly, this kind of advertisement is effective for it not only make the product be sold but also give this customer who owns it a better feeling. However, some ads of this kind aggrandize the function and effect of their product and make the consumers be（be可以去掉） deceived. Thus, in my view, the commercials should made ad that really reflects the qualities of their product.With the rapid development of the economy in modern society, the categories of the commodities are becoming emerge endlessly(emerging continuously似乎好些), especially the different brands of the same commodity. Hence, in such a consumer-oriented and pragmatic society, the impact of ad is more crucial ever than before. In order to get more profit and win the other commercials in the society, the merchants invent lots of methods of ads such as glittering generalization, testimonial and the transfer etc.(恕我小白，这三种广告是什么没有看懂) One method among them is the testimonial which invites a celebrity to the ad and claims that he/she has benefited from the product. The testimonial capitalized in the admiration people have for the celebrity to make the product shinning more brightly-- even though the celebrity is not an expert in such products. For example, the Cher for the Holiday Spas, the famous basketball player Michael Jordan eating Wheaties and Michael Jackson sings about Pepsi. Evidences show that these ads are effective way for the commercials to attract its customers.However, every coin has two sides. In some cases, to win excessive profit, the merchants aggrandize the function and effect of their products or even make an ostensible beneficiary. The products, in spite of its shinning ad and famous celebrity in the ad, are just in an average level or even below average. As a result, such abuse of power of advertising makes the consumer be deceived and inevitably compromise consumer’s rights. Consequently, when advertising, the commercials should first conform to one point: honesty, making the ad reflects the true qualities of the product. Only in this way can the consumers make choice in a true and reliable advertising environment. And the commercial will gain trust from the consumers and get successfulsuccess in the long term.Moreover, while considering the profit, the commercials should pay attention to the impact of their ad on the society and moral. The media should also censor the ad of the commercials so that there will be no harmful impact on the society. For instance, in the past many tobacco companies such as Marl horror made a wonderful ad and attract many youth to smoke their first cigarette. Such ads jeopardized the health of the next generation because it did not care the social(social可以去掉，和后面重复了) problem that would emerge in the society. Thus this kind of ad that may endanger the society should be avoided. For example, the ad of Marl horror may contain the message that the products are not for under ages. In addition, consumers should make their own choice rationally and prevent from believing the ad imprudently. Otherwise the result may just hurt themselves.In sum, I agree that the method of ad in the statement is effective to large extent. However, that does not mean the commercials should abuse the power of it(应该是aggrandize the function of products 并不是滥用权利) and use it to deceive the customers or endanger the society. There will be no effectiveness when the rights of an innocent person are jeopardized.