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200. Statistics collected from dentists indicate that three times more men than women faint while visiting the dentist. This evidence suggests that men are more likely to be distressed about having dental work done than women are. Thus, dentists who advertise to attract patients should target the male consumer and emphasize both the effectiveness of their anesthetic techniques and the sensitivity of their staff to nervous or suffering patients.
提纲:
1, 调查的准确度,要考虑男病人与女病人的基数,从而断定男病人的昏厥率比女病人高。样本容量及样本随即性 一面之词(stacked evidence)
2, 男病人昏厥次数多不一定比女病人更痛苦。在病症上有些不昏厥的病可能更为痛苦,而在治疗效果上有些病虽然昏厥了但并不痛苦。男女生理上的差异可能造成男人昏厥多,而女人更痛苦。(non sequitur)
3, 定位男顾客不一定奏效:仓促概括(hasty generalization)A)男人不注意广告,没女人看得多;B)男人不屑于这种广告,因为男人自认刚强,而女人也许更需要,而且女病人可能更多,只是没去看;C)职员敏感度属无关问题;无关问题(red herring)D)还有其他因素值得关注,如价位,卫生条件,医疗技术。
In an effort to attract patients, dentists are advised to target the male consumer and emphasize both anesthetic techniques and sensitivity of their staff. However, the author does not draw a convincing correlation between the advertising strategy suggested and an increase in the number of customers. Rather, is demonstrates an incomplete evaluation of both the statistics provided and the feeling of distress on men and women.
First of all, it is presumptuous to judge men are more likely to faint according to the statistics collected above. Lacking concrete number of both men and women taken in this experiment, the situation could completely be the other way around. What if the number of men taken in this experiment was 10 times more than that of women and the result showed that all of the women have fainted during the experiment while only one-third of the men fainted. The result also coincides with the statistics collected from the dentists, but it totally contradicts the premise of the above statement. The statistics we need in this experiment is the faint percentage of each gender, with sufficient sample number of each group and adequate experiment control, which makes a fairer conclusion, not the meaningless unreliable comparison provided in the above statement.
Even if it is true that the faint percentage of men is higher than that of women, there is no evidence to suggest that men are more likely to be distressed about having dental work done. This seems to be a non sequitur, with flaws on both cause and effect. Firstly, to faint does not mean to be distressed. Life experience tells us that something extremely painful can be clearly sensed while sometimes we fainted just before feeling nothing. On the other hand, to be distressed is also not the exclusive reason of fainting. Medicine effects, biological features and environment provided could also influence the consequence of whether to faint or not. Without ruling out these possibilities, the arguer’s proponents cannot justifiably conclude that men are more likely to be distressed than women in the process of treatment.
Finally, even if all of the above come into existence, the strategy of advertisement is still open to doubt. Without considering possible features of men and women, it is too hasty to target on male consumers. Even if men are more likely to be distressed during dental treatment, chances are that they care little about advertisements. Some even overlook those pains because they consider themselves to be strong and tough. Women, on the other hand, may pay more attention to those advertisements and they are more likely to need the relief of pain. Besides, the sensitivity of their stuff to nervous or suffering patients is nothing but red herring, because it has nothing to do with the relief of pain. Ignoring something more important about the essence of treatment, such as the medical treatment facilities, the healthy conditions and the price of the treatment, the author could not convince us to suggest such an advertising strategy.
In brief, the author relies on some flawed evidence and unreasonable deductions to suggest dentists unwarranted strategy of advertising. To bolster the editorial’s claim, the author should do more surveys and make sure what the customers truly want and what is the most important element of this advertisement.
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