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[考试辅导] GMAT考试写作指导:Issue写作范文八六

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发表于 2012-8-15 21:50:16 | 显示全部楼层 |阅读模式
86.        There are two traditional advertising tactics for promoting a product, event, , q) K* t4 m1 i; j+ p$ J' D2 v3 l. F
candidate, or point of view. One is to provide reasons; the other is to bypass reasons 5 S6 |: P1 r0 J+ D+ U
altogether and appeal strictly to emotion. Considered in isolation, emotional appeals are * E9 o/ J1 s5 x6 ]: p; a1 E
far more effective. But many of the most influential ads combine slim reasons with
- z- t! S; d9 e8 s" Epowerful appeals to emotion.
; D- R) L4 K# J- l+ V( L& c; h. k      To appreciate the power of emotional appeals we need only consider the
1 e& J* c6 l1 ~; _  e+ npromotion of sodas, beer, cigarettes, cosmetics and so on. This advertising is the most & u1 X& T4 J  S4 ^
successful in the industry; and it trades almost exclusively on the manipulation of our   ?" w+ D8 `4 S: ^5 m" b. N( k
desires, fears and senses of humor. In fact, it wouldn't make sense to offer up arguments, 3 I& F5 ]5 x6 m, n- W
because there really aren't any good reasons for consuming such products.* n4 V( p( \) t9 [  v9 \; y
      Even so, some of these products are advertised with at least superficial reasoning.
0 `4 ]4 `" e0 H& ]8 yFor instance, in the promotion of facial moisturizers it has become popular to use the
, L1 D. q. J6 z9 i  u! z# ]' Gimage of a youthful woman with fresh, unlined skin along with the claim that the
6 B6 q, J* V* j  s( S3 T8 b7 vproduct "car reduce the signs of aging." This is indeed a reason, but a carefully couched
3 }* B7 i5 V& Lone that never really states that product users will look younger. Still, countless middle-. P  v' I2 ?9 g6 h7 D
aged women will pay twice as much for products that add this claim to the expected
4 n8 h( s5 K  A; L" z) a6 ~9 d( `image of youthfulness that trades on their fears of growing old.
& A; O* ]! ?. Y1 p      One of the most clever and ironic combined uses of reason and emotion is seen in $ C5 b! W2 F# G+ z! c* L
the old Volvo slogan, "Volvo, the car for people who think." The suggested reason for
; c! s0 X5 S3 cbuying the car is obvious: it is the intelligent choice. But the emotional snare is equally & ~/ U2 n9 I, q% |
clear; the ad appeals to one's desire to be included in the group of intelligent, thoughtful
. N8 Z0 O7 e* g7 m. p8 ]& C; vpeople.
+ M' M( O! w# c: [      In conclusion. I agree that appeals to emotion are more powerful tools than
$ ~! W+ h2 y( b+ e& G+ ~& [arguments or reasoning for promoting products. It is no coincidence that advertising / d5 Q( j4 d0 W  n
agencies hire professional psychologists, but not logicians. Still, in my view the most ! \+ p' |; P+ x# g0 c$ u, V* g
influential advertisements mix in a bit of reasoning as well.
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