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The author recommends that advertisement 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 based on the reasons that the male consumers are more likely to be distressed about having dental work than female are. However, a careful examination on the evidence and the reasoning process reveals that several flaws of the argument which is not so convincing .
First, the author based the conclusion on the statistics that men are more likely to be distressed about having dental work done than women are. However, no details are reported in the argument on the credibility of the result on statistics, such as the derivation of the data and the investigator of the statistics. Without the detail information, the statistics is not necessarily indicate that men are more like to be distressed, ascribing to that it is possible that the total amount of women consumers is less than that of men, when they are equally to be distressed about having dental work done, the fainter of women are less than of men. Thus, the further evidence should be available to support the credibility of the statistics.
Moreover, even the result of statistics is creditable, the author suggestion that advertisement 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 is on the assumption that the male consumers are less likely to go to see a dentists because of the pain suffered during the dental work. Since no information substantiate such assumptions, the possibility should not be ignored that males are less likely to tend a dentist, for they are less disturbed by dental disease then females or for they are lazy, not for the pain- fearing; and that women are more afraid to see a dentists because of the pain. Therefore, if so, the advertisement should target at both women and men and the emphasize of anesthetic techniques and the sensitivity of stuff seems not so essential.
The last, even the consumers are less likely to tend a dentist because of the pain, some other factors to attract the consumer should be taken into account as well, such as the significance to see a doctor for dental disease, the price and the service. For one hand, the necessity to tend a dentist for dental disease should be emphasized, or the consumer will take dental problem to be a ailment and intend to deal it themselves instead of tending a dentists. For the other hand, the price and service causes are generally counted carefully in the deal, and influent the consumers, especially when the price is exorbitant.
To sum up , the author ‘s suggestion would not be persuadable if no details information about the statistics are provided, and take account the necessity of targeting on men and emphasizing their technology of anesthetics and sensitivity of stuff and other factors influent consumers in the consumers. |
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