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  3. Two-way Discussion (4-5 minutes) We’ve been talking about an advertisement you found interesting and now I’d like to discuss

Two-way Discussion (4-5 minutes) We’ve been talking about an advertisement you found interesting and now I’d like to discuss

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问题     Two-way Discussion (4-5 minutes)
    We’ve been talking about an advertisement you found interesting and now I’d like to discuss with you one or two more general questions related to this. Let’s consider first the topic of the advertising industry as a whole.
    Why do you think that some people become annoyed with advertising? Would you agree that advertising can be irritating? Why?
    How effective do you think the medium of advertising is? Why?
    What changes have there been in the way products are advertised and promoted over the last decade?
    Now let’s talk about advertising and social issues.
    Advertisements for social issues such as drink driving often use graphic images to convey their message. What in your opinion is the impact of these types of advertisements?
    Increasingly, a number of charities are utilizing advertising and marketing as a method of promoting their causes. How effective do you think these types of campaigns are?
    Some people feel that using celebrities to back a particular cause or social issue is a very effective way to encourage public support of that cause. What’s your opinion?
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答案I think the reason why people get annoyed with advertisements is due to the fact that they are everywhere: on the bus, on the train, on the television, on the radio, on the internet. It sometimes feels like advertising is never-ending, so I think a lot of people find this really intrusive, repetitive and well just boring, as a lot of ads are not well designed or thought out and seem basic and boring. That’s the funny thing: it’s effective in many ways. I think it has a role in making people aware of new and innovative products and services and in that way it is very effective. However I think some types of advertising are more effective than others, such as targeted advertising to a particular demographic, or even more subtle types of advertising such as sponsorship and product placement. There are many different methods of advertising. Well, as I mentioned I think the industry is evolving in the sense that it is finding more subtle ways to express advertising messages. For instance, product placement in popular television shows or movies is growing in popularity. Sponsorship of anything from a radio show to the Olympic Games is another change which has become more and more popular over the last ten years. Also, formats of advertising have had to change as lots of people have in many ways gone online for their main media source, so ads on websites and bogs are now commonplace. I’m sure there will be more changes in future, too. I think when these types of advertisements first came on television, they were extremely effective because they were so shocking and people responded to them, so the effect was positive in that people definitely thought twice before drinking alcohol and then getting into their cars to drive home. However, over time I believe people have become quite desensitized to these images, particularly the drink driving type ads, and they just tend to switch off. I think this has made people tired and bored of the issue. In today’s market, everything is a product or service, and charity campaigns are no exception, so I think some of these charities who have taken on board marketing concepts or even used professional agencies to take care of their branding have been very clever. These campaigns can be incredibly effective, because they use advertising and marketing psychology to build awareness of an issue and accordingly, turn that awareness into donations and so on. Nowadays, charities have to compete for our attention just like any other business. My opinion is that celebrity endorsements of a cause are free, as long as they believe in and understand what it is they are backing. For instance you can’t have a celebrity standing up and supporting an anti-fur campaign and then being photographed the next day wearing a fur coat, as it has zero credibility. That’s an extreme example, but I guess what I’m trying to say is that a lot of these celebrities who endorse a cause don’t actually know anything about it, nor do they live their lives according to the cause. So I think charities have to be very careful about who they approach for this type of role.
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