[i习作temp] Issue109 [Victors小组]第十七次作业 [复制链接]

乳虎
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电梯直达

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发表于 2007-7-26 18:24:25 |只看该作者 |倒序浏览

109"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."

提纲：
1 advertisements which induce consumers to feel like the figures in the advertisements by consuming some goods的确增大了销售量。
2那些广告的确给消费者带来额外的效用。
3如果广告中包含虚假信息可能使消费者上当受骗给消费者他们带来痛苦。

There are many advertisements which induce consumers to feel like the figures in the advertisements by consuming some goods. Are those advertisements as effective in enlarging sales as in helping people feel better？In my opionion they are effective in enlarging sales but whether they are effective in helping consmers to feel better depens on whether they contain false information.

In the first place, those advertisements do help manufacturers to improve their sales. There are so many kinds of products in every business, which are similar in quality, use, outlook and so on, that it is difficult for a company to distinguish its own products with competitors'. Advertisements give a hand to them through building a brand for them. Those advertisements often are performed by celebrities such as sports stars, famous singers, actors or actresses etc who can attract public's attention. For example, Michackle Jodan advertised for a company which manufactured sporting goods, so once consumers see the physical goods they will associate Michal Johdan. By that means, the advertisement links sporting goods with Jodan in consumers' consciousness, and distinguish them with others. Empirical evidence indicate that such advertisements can improve the sale markedly.

In the second place, those advertisements are beneficial to consumers, because they provide consumers with extra utility. The purpose of consumption not only lies in enjoying a goods itself but also lies in enjoying the satisfaction it bring along which involves the to culture taste, self identity, and so on. Everyone dreams of becoming as attractive as singers, actors or actresses, unfortunately which is only a dream, nevertheless those advertisements satisfy their need psychologically. For example, dressed a suit that was advertised by Tom Cruise, a guy will feel that he has some temperament of Tom Cruise, and feel more self confidant. Similarly, a bottle of water advertised by a famous sports star can provide consumers a sense that they are as vital as the sports star. So those advertisement bring along extra utility to consumers without extra fee.

However, those advertisements also engender some side effects. Compared to businessman, consumers are lack in the information about a goods' quality, besides they have no enough time and energy to learn that carefully. Profit-oriented manufacturers trend to overstate the advance of their goods and belie their defects. Some businessmen even try to cheat consumers. So consumers are likely cheated by those advertisements which claim that the goods are superior in quality. In that case such can not help consumers to feel better but impose suffering. In order to avoid being cheated, consumers should keep level-headed, instead of believing the advertisements without consideration. Manufacturers should try to keep honest to keep good reputation which is the fountainhead of profit in long term. At the same time, official should carry out their responsibility and protect consumers' legitimate interests.

To sum up, as for enlarge sales those advertisements which make consumers feel like the persons in the advertisements by consuming some goods do help businessmen to enlarge their sale, nevertheless when it comes to helping consumers to feel better, it depends on whether they involve fallacious information.

[ 本帖最后由乳虎于 2007-7-26 21:47 编辑 ]