英语辩论:Does advertisement play a good or bad role in our daily life?



First, Chinese advertisements have improved their advertising techniques. At the beginning, the language of advertisements was simple, the music insipid and the images coarse and crude. Later, some better foreign advertisements came to Chinese TV and newspapers.
"Where there is a mountain, there is a road; where there is a road, there is a Toyota." The words of the Japanese advertisement publicizing the Toyota car are very absurd but impressive and easy to memorize. " Nestle coffee is tasty indeed." The American advertisement promoting the sale of the Nestle brand coffee has become a new household phrase in China.

Gradually, Chinese advertisements also have learned how to dress themselves up. They have strange and humorous associations, charming, deep male voices, colourful images and songs that are pleasing to the ear and easy to learn.s For these reasons, the commercials for Santana cars, Fud colour film and Orient beverages have successfully attracted a TV audience.

Second, life needs advertisements. Everything in modern society is linked to information, while the main function of advertisements is to disseminate information on commodities, service, culture, employment, student enrollment and even marriage.
Of course, one can obtain such information by listening to hearsay and making on- the-spot investigation, but the information provided by advertisements in doubtless the most direct, comprehensive and detailed.

As society advances, people& ... 展开 #39;s demands have become more and mone diversified, and the commodities and service provided by society have also become more and more diversified.
On the other hand, as living tempo quickens, people have less leisure time. If they want to spend time finding suitable commodities, service and employment opportunities, they have to rely on advertisements. So, unconsciously, people
have changed their hatred for advertisements to an acceptance and utilization of them.

But, due to certain conditions in China, the Chinese do not have a great need for advertisements for the time being. That is because Chinese economy is not highly developed,and the supply of many commodities falls short of consumers' demands. So the more consumers see the advertisements, the angrier they become.
Second, people's living pace has not quickened to the extent that they have no time to go shopping leisurely. Many can even find time to walk the streets during their work hours. There is no need for them to read "the shopping directory".
There are even fewer people depending on advertisements to seek employment, for there is not much flow of the labour force.

Earlier this year, I discovered that the annual business volume of a US advertising corporation was as high as $ 6 billion, more than 12 per cent of that of China's exports last year. I was really taken aback to find that an advertisement corporation-had developed to such an extent.

It is said that advertising is indispensable to the lives of people in developed countries. Without exception, people read advertisements before going shopping or looking for jobs. It is against this social background that advertising has developed
so much in these countries.
An idea comes to me: As the economy develops, advertisements may finally penetrate every corner of our life. The day will come when all Chinese will realize that advertising is essential to all of us.


Advertisers tend to think big and perhaps this is why they' re always coming in for criticism. Their critics seem to resent them because they have a flair for self-promotion and because they have so much money to throw around. "It's iniquitous," they say, "that this entirely unproductive industry ( if we can call it that ) should absorb millions of pounds each year. It only goes to show how much profit the big companies are making. Why don't they stop advertising and reduce the price of their goods? After all, it's the consumer who pays...

The poor old consumerl He'd have to pay a great deal more if advertising didn't create mass markets for products. It is precisely because of the heavy advertising that consumer goods are so cheap. But we get the wrong idea if.we think the only purpose of advertising is to sell goods. Another equally important function is to inform . A great deal of the knowledge we have about household goods derives largely from the advertisements we read. Advertisements introduce us to new products or remind us of the existence of ones we already know about. Supposing you wanted to buy a washing-machine, it is more than likely you would obtain details regarding performance, price, etc. from an advertisement.

Lots of people pretend that they never read advertisements, but this claim may be seriously doubted. It is hardly possible not to read advertisements these days. And what fun they often are, too! Just think what a railway station or a newspaper would be like without advertisements. Would you enjoy gazing at a blank wall or reading railway bye-laws while waiting for a train? Would you like to read only closely- printed columns of news in your daily paper? A cheerful, witty advertisement makes such a difference to a drab wall or a newspaper full of the daily ration of calamities.

We must not forget, either, that advertising makes a positive contribution
to our pockets. Newspapers, commercial radio and television companies could not subsist without this source of revenue. The fact that we pay so little for our daily paper, or can enjoy so many broadcast programmes is due entirely to the money spent by advertisers. Just think what a newspaper would cost if we had to pay its full pricel

Another thing we mustn,t forget is the "small ads" which are in virtually
every newspaper and magazine. What a tremendously useful service hey perform for the communityl Just about anything can be accomplished hrough these columns. For instance, you can find a job, or sell a house, announce a birth, marriage or death in what used to be called the "hatch, match and dispatch" columns; but by far the most fascinating section is the personal or "agony" column. No other item in a newspaper provides such entertaining reading or offers such a deep insight into human ature. It,s the best advertisement for advertising there is!

不好
Fake Advertising Seeks the Gullible

Want to make gasoline and diesel fuel in your own home?
Want to have the capacity to drink a thousand shots of booze without being tipsy?
Want to add three centimetres a month to your height?
Sounds ridiculous? These impossible dreams have been offered to people in this country. And they are just a few examples of the false advertising that has become one of the major problems hounding a modernizing Chinese society.

Last year, the Chinese Consumers ' Association alone received 55,871 complaints about the deceptive advertising, more than doubling the figure for 1987.
In spite of repeated crackdowns their numbers are still increasing each year, according to officials with the State, Administration of Industry and Commerce (SAIC).
Fake advertising, which appears mostly in print media, cheats consumers, and in some serious cases, threatens gullible people's lives.

As part of the latest campaign against phoney hucksters this year,the Beijing Administration of Industry and Commerce has just forbidden all publications to carry the column called "Tips on how to get rich. " Though many people have learned about a product or a technology through the column, much of the information in the column is provided by swindlers.
For instance, after a private school advertised that it was offering a course on how to make fluorescent lamp tubes at home, a farmer from Jilin Province came to Beijing to learn the skills.

However, after spending 30, 000 yuan of family savings, the farmer didn't produce a single tube. Realizing the whole tbing was a hoax, the bankrupt farmer repeatedly attempted suicide.
According to SAIC officials, there are several reasons for the rampant
fake advertising.
First, some enterprises, especially township and private ones, use fake advertising to push sales of their substandard or fake products.

Sheng Xincheng, a private businessman in Xinjiang, advertised for his "fine cow-hide shoes." Customers outside Xinjiang sent him 180,000 yuan( $48,000) only to get back inferior plastic shoes.
Second, many newspapers, magazines and other media take the advertising because they need the money and don't care about the ethics of the ad's contents.
Third, China does not have effective laws and regulations to prevent such advertising.
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