Part Ⅴ

　　寫作指導(dǎo)

　　?這是一篇關(guān)于廣告的議論文，考生應(yīng)根據(jù)題目所給出的結(jié)構(gòu)進行展開，千萬不可因為熟悉“廣告”這一題材就浮想聯(lián)翩，下筆千言卻離題萬里。首先弄清楚每一段的內(nèi)容及各段之間有何聯(lián)系，不要在寫完了第一段之后，發(fā)現(xiàn)要寫的第二段的內(nèi)容已在前一段寫過了，所以寫之前先構(gòu)思，找個腹稿，或在稿紙上寫上要點。

　　?在范文中，第一段指出廣告的目的有的是讓消費者知道其產(chǎn)品和服務(wù)，但大多數(shù)廣告是為 了說服人們買這而不是買那。第二段指出廣告是推銷產(chǎn)品的手段，做廣告讓消費者清楚某種品牌比其他的更有優(yōu)勢是十分必要的。即做廣告的必要性及原因，最后一段寫廠商做廣告的起初原因是因為他們發(fā)現(xiàn)花一筆錢對其產(chǎn)品做廣告總的來說比降價出售更有利。

　　Sample Writing

　　Advertising

　　? A certain amount of advertising is of an informative kind, the aim simply being to let consumers know what goods and services are available—“consumer education” as it is sometimes called. Most advertising, however, is of a persuasive or competitive kind, the aim of which is to persuade people to buy one thing rather than something else.

　　? Advertising is a selling cost particularly associated with imperfect competition. Advertising is a way of marketing goods. In the sale of branded goods, advertising is essential in order to try to impress on consumers that one maker's brand is superior to all others, although in fact the only difference between brands may sometimes be in their trade marks and labels.

　　? Any producer with some degree of monopoly, however slight, will generally find it more advantageous to advertise his products widely and at considerable expense rather than cut his prices.