Argument232【0806G-Sunbird小组】第8次作业（未改）

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TOPIC: ARGUMENT232 - The following appeared in a memo from the sales manager of Eco-Power, a company that manufactures tools and home appliances.
"Many popular radio and television commercials use memorable tunes and song lyrics to call attention to the products being advertised. Indeed, a recent study of high school students showed that 85 percent could easily recognize the tunes used to advertise leading soft drinks and fast-food restaurants. Despite our company's extensive advertising in magazines during the past year, sales of our home appliances declined. Therefore, to boost company profits, we should now switch to advertisements featuring a distinctive song."
WORDS: 465          TIME: 00:33         

The arguer suggests in the statement that Eco-power Company should advertise its products by a distinctive song. To support this suggestion, the arguer cites a study of high school students, which shows that most of them can easily recognize the tunes used to advertise leading soft drinks and fast-food restaurants. Also he indicates that the sales of the company last year declined though advertising in magazines. His evidence seems logical, after a more careful examination of his argument, it has some flaws.

Firstly, high school students are not presentative enough. Eco-power is a company manufacturing tools and home appliances, which are faced to general citizens rather than students. The interest and views about the products of the company are very different with residents. In addition, the students are young enough and do not have too much experience about the real life requirement, they can not be equated with people in the ordinary society.

Secondly, the Result of the survey can not mean anything. The result of the study is most of the students can easily recognize the tunes used to advertise leading soft drinks and fast-food restaurants, can the result prove that the students can recognize the soft drinks and the restaurants? Maybe they just like the tunes and songs but the contents of the tunes, even they do not know what the tunes refer to. Even if they know the soft drinks and restaurants using the tunes to advertisement, there is a possibility that the students recognize them by other ways, such as books, chatting with students or even magazines.

Thirdly, there is no evidence that the effect of advertising in magazines is bad. there maybe some other causes of the decline of the sales of the company last year, maybe the whole tools and home appliances market last year is depressed, all other companies did not have a good sale, even use advertise by radio and television, maybe those company who used radio and television had a even more worse performance last year. Furthermore, the decline of sales is the result of last year, maybe citizens start to focus and read magazines this year because of the possible encourage policy, such as free magazine or more expensive electric fee.

Last but not at least,, whether the company can benefits from the distinctive song depends on many factors. A great song is hard to choose and maybe cost a lot. Or there maybe a more competitors, the requirement market of home appliances is unknown.

In sum, the argument is unconvincing, to make it compelling, it is better to have a more comprehensive study of general citizen and investigate the cause of the sales decline last year. As the sales manager, it is important to have a more detailed investigation before the final determination.