TPO是美国教育考试服务中心(ETS)专为参加
Most advertisements make products seem much better than they really are.
1. When it comes to advertisements, the majority of people claim that most advertisements are just presented what products are, but other people conceive differently. Never in Chinese history has the issue of whether advertisements should be display the products what they really are been more evident than that of today. As opposed to commonly accepted, I argue that most advertisements advance products seem superiorities than they supposed to be. When human being enjoy virtual pleasure brought by most advertisements, isn’t it necessary that they give consideration to that most advertisements actually promote products that present in better way? Considerable advantages that most advertisements lead to are, they cannot compete with the truth, when following factors are taken into deliberation. Among countless factors why I insist that most advertisements advocate products that are not really are, I would explore only a few of most essential aspects as follows.
To begin with, all indisputable evidences pile up to show to the fact that products are required to display their utmost benefits by most advertisements. What we cannot deny, to some degree, is that advertisements are supposed to increase the profits of products. Since most advertisements are targeted for making profits, admittedly, they have to provide the images that products are better than they supposed to be.
Another equally essential factor why I advocate my propensity is that most advertisements are designed to create the consumption culture that urges consumers to buy more products that consumers do not need. It is the profits that most advertisements concern.
Notwithstanding, advertisements do serve as a double-edged sword, in other words, the inferiorities of advertisements coexist its superiorities. To begin with, advertisements do enrich consumers’ choices of products. Furthermore, advertisements do advocate some normal aspects of products.
Weighing the pros and cons of such phenomenon, I may safely arrive at that most advertisements are designed to make a profit by providing unrealistic images of products. Only through changing the consumption atmosphere can make most advertisements do not produce exaggeration images of commodities.
2. With the development of public media, more and more advertisements appear on the television programs, newspapers or magazines. Advertisements exert great influences on people when we think of buying something. As for me, I strongly agree that most advertisements make the products seem much better than what they really are because of the initial aim of advertising, the artistic and celebrity effects of advertisements.
In the first place, advertisements are used to persuade people to buy more products, and most of them only publicize the advantages of the products and ignore the disadvantages. Last summer, my mother watched a piece of amazing ad on television. In the advertisement, a man squeezed juice, made ice cream, and even minced meat with this machine. She bought the machine without any hesitation. To her disappointment, the processor broke down only after a couple of days. Mother had to pay extra money to change the cutter head. She regretted that she bought the product only because of the advertisement even without giving any consideration to the quality and after service. Another example is the experience of my brother who works in a big advertising company. He told me that every time they got a new case, they learnt both the advantages and disadvantages from the manufactures. However, what they only needed to do was concentrating on the good qualities which they called “selling points”. Therefore, Advertising is not about showing you a product; it is about showcasing a product to make it viable as a commercial product.
In addition, advertisement, as a form of art, contributes to the better artistic effects as the development in this field. Advertisements nowadays have been totally different. Creative ideas from talented advertising designers and amazing pictures produced by the higher technologies attract people’s eyes and successfully encourage people to buy their products. It reminds me a recent P&G shampoo advertisement. It shows a cocoon that slowly unravels a beautiful young woman with butterfly wings. Her long, flyaway hair together with the delicate scene makes her like an angel.
Finally, the celebrity effects in the advertisement also make products seem better than what they really are. All too often we observe people buy something merely because their favorite singers or movie stars endorse a certain product. Moreover, that the beautiful or handsome look of the stars and their special social status enhances the quality and taste of the products, thus making products seem better than what they really are.
To sum up, advertisements are made to encourage people buy the products no matter what are the products like in reality; the fancy artistic effects and the appeal of celebrities are also of great help. Therefore, most advertisements make the products seem better than what they really are.
3. Advertising is one of the most useful ways for enterprise to convince their customers of the products. In fact, advertisements should be honest that it contains real information of the product. Meanwhile nowadays advertisement appears to be more misleading and make products better from the appearance.
Advertisement seems to make us hard to tell the reality from the fantasy. There is a specific example. When targeted to the young children, enterprises tend to use fantasy themes and characters from fantasy movies to help show off their product. Since young children tend not to tell the reality to the fantasy, they will be misled and believe that the product appearing in the advertisement is worth buying. But in fact, the quality of the product will disappoint its buyers.
Moreover, nowadays manufacturers tend to ask celebrities to advertise their products. This will also be misleading, too. The celebrities who advertise the product may not use the product at all and he knows nothing about the product. But the audiences tend to believe him since they think the celebrity is always responsible for what he said in a public situation. The celebrity makes this product worth buying, but in fact, it is not as good as the thing appears on the television.
Sometimes manufacturers just do not ask any celebrities to help them with advertising. What they do is just to find someone acting as the users of the product. This will be even more misleading since they better convince the audience that the product is of great use, since the audience tends to believe people who have something in common with themselves. On the contrary, the product is not usually so valuable that the audience is cheated by merchants.
Under these circumstances, advertisements seem misleading and make people feel better about the product. Although there is possibility that some advertisements are worth believing, at most time advertisement seems to guide us to a wrong direction.
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