2013年12月21日
题型：比较
论点：让步
角度：具象拆分
2013年12月21日
开头：现在的广告比以前的广告更不诚实了。(话题引入+展示争论的话题 + 我的观点及过渡)
Advertisement is an effective way to popularize products. In this world full of intense competitions, the advertisement becomes ubiquitous, taking different forms and incorporating into our daily lives. Alongwith this phenomenon comes a heated debate: are today’s advertisements more honest or exaggerating than they were in the past? Opinions are divided and personally speaking, in order to take an upper hand in commercial competition, businessmen nowadays are inclined to make their advertisements more attractive at thesacrifice of being honest. There are 2 examples below that well illustrate this viewpoint. (91字)
中间段1：食品领域，广告非常诱人，但实际上差强人意。(明确探讨领域+细节化扩展)
The first example comes from the modern field of food industry. I believe that amajority of people must have the same experience as I do. When I go by the door of a restaurant, a salesman hand me a coupon that is a type of advertisement.This coupon usually prints mouth-watering pictures of the restaurant’s star food, such as a burger with a lot of lettuce and tomatoes and a big chunk of beef. This advertisement can successfully lure a starving customer to enter the restaurant and order the hamburger. But when the food is finally served in front of them, the customer will disappointedly find that the size of the burger is reduced as well as the amount of vegetables and meat. (123字)
中间段2：教育培训领域经常出现过分承诺的情况。(明确探讨领域+细节化扩展)
The second example is related to the field of education and training. Due to the lack of strong supervision from the government, the market of education and training in China has always been messy. In order to expand the enrollment, training schools are competing against each other by employing exaggerating advertisements. For instance, a cramming school promises on newspaper that after a certain number of courses, any student will reach the minimum score required to enter the university. The way I see it, this promise cannot be trusted because education is a complex process and nobody is able to guarantee how well a student can do in an exam. (109字)
让步段：当然，有些诚实的商家确实会一五一十地做广告。但是在这个竞争激烈的社会，花哨的广告确实更容易出跳，获得消费者的关注，虽然这不是什么好的现象(承认主观点不到位的地方+打压)
Admittedly, there are indeed some honest businessmen nowadays who advertise their products according to genuine facts without any exaggeration. This practice is respectable and deserves to be followed by their peers. Unfortunately, the real winners in the brutal commercial competition are not honest businessmen, because their advertisements are too honest to standout from a sea of well-designed advertisements which more or less deviates from honesty. Therefore, businessmen have no choice but to make their advertisementless honest in order to catch consumers’ attention. (85字)
结尾：重申观点，归纳理由/升华主题
To put it in a nutshell, in today’s world,advertisements are indeed less honest than they were in the past. This phenomenon can be seen from the field of food industry and training school. Althought his phenomenon is unlikely to change, I still call on all businessmen to make their advertisements more based on real qualities, because in this way, consumers will make better decisions and there will be less malicious competitions. (72字)
(编辑：Kitty)