Ares战队第一次作业 提纲Agrument232

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提纲Agrument232
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."

The sales manager of Eco-Power (EP) recommends that their company should now switch to advertisements featuring a distinctive song, to support the recommendation the manager cites the facts that first, a recent study of high school students shows that 85 percent could recognize the tunes used to advertise leading soft drinks and fast-food restaurants, and second, sales of EP's home appliances declined. Though careful scrutiny we can find that this argument has several flaws.

First, no evidence shows that the sales of EP's declined because of their ad. Perhaps the quality of EP's products declined, or the depression of the whole economy.

Second, the recent study which faces the high school students has low value of reference. The high school students can not be the main consumer group. The advertisement of EP should face the consumer who will buy the home appliances such as house wives.

Third, the success of song advertisement about soft drinks and fast-food can not be applied to home applicants directly.

Forth, reputation is easy to lose but hard to regain. If EP's products really have the quality problems, the songs of their new advertisement will not immediately boost the sales of EP.

In sum, the argument is unconvincing as it stands. To strength it the manager must first assures me that the sales declined because of the problems of ad. Second, he should offer a study which faces the consumers of home appliances but not the consumers of other kinds of commodity. Moreover, I need to know whether song advertisements can affect the consumers and help to boost the sales. Only when these evidences are added the argument is forceful.