ISSUE109 欢迎拍~互拍

speaklessUID: 2205899

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."

In the modern daily life, people are exposed to various kinds of advertisements from almost every place available: web pages, cover of magazines, break of a live television program and so on. In this view, it is no doubt that the value of advertisement for both the sellers and the customers is substantial. The strategy of advertisers to involve person in the ad is widely used in the modern advertising industry. I contend that this practice is effective from the perspective of both psychology and celebrity effects.

In psychological level, the practice of inviting some person who is characteristic and suitable for publicizing and displaying the products in ad is effective tactic that help to influence the mental world of customers. As we all know, the aim for advertisements is to make the products famous and give their audiences a deep impression even though they are not familiar with this products before. In such kind of advertisements, the advertisers are always trying to construct a relationship between the products and the person involved. And then, when the two things are presented in front of those potential buyers, people may be more likely to naturally relate the good characters of the person to the other unknown things—products. For example, when a blonde turns out on screen with a bottle of shampoo holding in her hands, audiences will have made some impressions at the first eye: the odor of shampoo should be sweet because such a beautiful woman must love something smelt great; and the effective of the products on hairs should be excellent, which can be revealed by observing no further than her shiny dense hairs. Therefore, these advertisements gives people a wide space for imagining and make their judgments on the new products based on their own observation which is conspicuous. Based on these psychology effects, the audience can even have some wonderful feel, such as they will be like the person in ad if they use the same products. Consequently, the tactic of advertisers is completely accomplished.

If the first category of advertisement mention about can better be called “outlook effects”, concerning that the highlights of advertisement are the characteristic image of actors and performers, there are still another category in which the advertisers make use of the reputation of persons in ad. In the world full of instant information, the influence of celebrity is expanded with the development of media and communication. For example, some NBA basketball players, such as YaoMing and Kobe, who have a high reputation by the dominant performance in this field, will have an appealing effect in the group of people who are their fans. So when a relationship between the players and the products has been established by signing on legal documents, it is no doubt that the company has a great chance to expand their markets for the reason that more people who are familiar with the stars will get familiar with the products too.

In sum, the modern advertisers are skilled in linking the suitable person to their products. And by making use of customers’ psychology, they expose some superficial phenomenon including outlooks and reputations to them and guide them to form good impressions on the products through their own judgments.



[ 本帖最后由 lastangel 于 2007-7-19 14:49 编辑 ]

最後の使徒UID: 2257608

In the modern daily life, people are exposed to various kinds of advertisements from almost every place available: web pages, cover of magazines, break of a live television program and so on. In this view, it is no doubt that the value of advertisement for both the sellers and the customers is substantial.(why? 到处都是就证明对商家和消费者都很重要么? 提供背景的时候最好考虑下逻辑联系, 如果重要的话应该是说它们的功能, 比如商家靠广告卖东西, 消费者靠广告选购商品. 而且这里跟后面一句又没关系了, 重要和策略? thus, exploring a successful strategy for advertisement becomes...) The strategy of advertisers to involve person (单数可数名词不得单独存在) in the ad is widely used in the modern advertising industry.(make people feel like in the models in ads=involve people in ads? 这个题目简化过程失真了) I contend that this practice is effective from the perspective of both psychology and celebrity effects. In psychological level, the practice of inviting some person who is characteristic and suitable for publicizing and displaying the products in ad is effective tactic that help to influence the mental world of customers. As we all know, the aim for advertisements is to make the products famous and give their audiences a deep impression even though they are not familiar with this products before. In such kind of advertisements, the advertisers are always trying to construct a relationship between the products and the person involved. And then, when the two things are presented in front of those potential buyers, people may be more likely to naturally relate the good characters of the person to the other unknown things—products. For example, when a blonde turns out on screen with a bottle of shampoo holding in her hands, audiences will have made some impressions at the first eye: the odor of shampoo should be sweet because such a beautiful woman must love something smelt great; and the effective of the products on hairs should be excellent, which can be revealed by observing no further than her shiny dense hairs. Therefore, these advertisements gives people a wide space for imagining and make their judgments on the new products based on their own observation which is conspicuous. Based on these psychology effects, the audience can even have some wonderful feel, such as they will be like the person in ad if they use the same products. Consequently, the tactic of advertisers is completely accomplished.(看了半天终于看到题目内容了, 还加了个even/such as, 似乎这种策略很少情况下会成功, 这样等于弱化你的论证了. 而且作为与题目直接联系的逻辑点, 这里只有一句话却没有支持, 显得不太合适) (本段中的广告作用的思路不错, 可惜也就一句话, 论证不足, 不妨作为前提单提出来进行论证, 作为一个基础点, 这样文章会显得比较有力. 整体的逻辑推理还是比较严密的, 最后一点有些仓促. 题目中已经提供给你深入的方向里: 即make people feel better, 可以在这上面下点功夫, 说imaging的效用和它的好处, 并将此再联系到广告的成功性) If the first category of advertisement mention about can better be called “outlook effects”, concerning that the highlights of advertisement are the characteristic image of actors and performers, there are still another category in which the advertisers make use of the reputation of persons in ad.(这个看起来跟题目所说的广告策略方向就没什么关系了...reputation和feel better有联系么? 这里需要进行解释, 而不是直接举例, 本段你所采用的行文策略已经让你跑题了...) In the world full of instant information, the influence of celebrity is expanded with the development of media and communication. For example, some NBA basketball players, such as YaoMing and Kobe, who have a high reputation by the dominant performance in this field, will have an appealing effect in the group of people who are their fans. So when a relationship between the players and the products has been established by signing on legal documents, it is no doubt that the company has a great chance to expand their markets for the reason that more people who are familiar with the stars will get familiar with the products too. (确实在写ISSUE的时候人们会写些相关话题作为对题目思路的扩展, 也就是所谓的development, 但这种扩展是建立在题目考虑不全/还有其它空间的基础上的, 因此在扩展时一定要注意把新发展出的点和原论点联系起来, 比如这里的reputation什么的, 可以说崇拜者由衷模仿偶像的倾向, 因此他们也是feel better about themselves了, 但这种策略是利用了名人本身的影响而不是在广告中表达的产品优点, 等等) In sum, the modern advertisers are skilled in linking the suitable person to their products. And by making use of customers’ psychology, they expose some superficial phenomenon including outlooks and reputations to them and guide them to form good impressions on the products through their own judgments. 总评: 这道题挺难写的, 看的出你在发展论点的时候费了不少劲, 破题思路上可以再拓展下, 比如让步这种策略可能带来的坏处, 或者做前提论证等等. 总体看下来感觉是象广告思路介绍而不是ISSUE, 在解释题目而不是论证题目, 这也跟采取的立场有关系, 的确此题本身也不好用什么立场, 因此自己的适当拓展和对这种广告现象的社会背景, 人们接受广告的心理本质进行思考就显得比较重要了.