GMAT考试写作指导：Issue写作范文四四

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44.        The speaker claims that high-quality ads can sell almost anything, and that
4 ^& u6 n( [4 Q: ^8 j# e! f+ {+ r* ^companies should accordingly invest heavily in such advertising. I agree that the quality
of an ad can in some instances play a pivotal role in a product's success or failure in the
  @$ C  [( |- |2 b% g. m- f4 P, Hmarketplace. However, the speaker over-generalizes, for advertising is far more critical
( _) V, g" ?1 f+ Y5 `, f* Vin some businesses and for some products than for others.
, U: [& G9 k# M6 u: Y& E7 d      Certain types of businesses benefit greatly from investing in high-quality
, {, Z3 V: l, k$ Dadvertising. Fledgling companies, for example, may require an extensive top-notch
advertising campaign to achieve the name recognition that older competitors already
enjoy. Even established companies may need an expensive ad campaign. When
introducing new products or venturing into new markets. Companies selling products
that are no utilitarian value perhaps stand to gain the most from an extensive high-
quality advertising effort. Consider, for example, the kinds of products that are marketed
- y) W# s& ~0 k4 R* T$ Y9 r! cby means of the most extensive and expensive advertising: beer, cigarettes, soft drinks,
* m/ B: l+ A& N' p) yand cosmetics. None of these products has any utility. Their success depends on
, |  M# d5 L" _consumers' fickle tastes, their emotions, and their subjective perceptions. Accordingly,
" w/ L( `8 _0 ~6 J3 p, s7 T$ pinfluencing consumer attitudes through popular and appealing ads is about the only way
to increase sales of such products.
      In some industries, however, substantial-investment in high-quality advertising
simply does not make sense from a cost-effectiveness viewpoint. Pharmaceutical
' N1 q) I. v& J& h% N7 vcompanies, for example, might be better off limiting their advertising to specialized
7 M* F5 S  U8 Y8 Npublications, and focus instead on other kinds of promotional programs, such as the
distribution of free samples. And widespread, flashy advertising would probably have a
! o/ V1 {6 s2 R( P5 C2 flimited effect on overall sales for companies such as Deere and Caterpillar, whose name
/ J0 a; x5 B1 crecognition and long-standing reputations for quality products are well established and
* w3 w) e- J! Q, N( _7 _whose customers are unlikely to be swayed by sensational ads.
" P0 L2 W; l7 D2 T  X      In sum, the speaker over-generalizes. Not all companies have an equal need to
invest heavily in high-quality advertising. Companies with new products and products
that have little utility stand to benefit most from expensive, high-quality advertising.
But other companies, especially those whose customers are businesses rather than
5 e7 Q  g# d% b9 v7 p: R# lconsumers, would be better off focusing on product quality and reputation, not on
sensational advertising.