Part Ⅴ

　　写作指导

　　这是一篇关于广告的议论文，考生应根据题目所给出的结构进行展开，千万不可因为熟悉“广告”这一题材就浮想联翩，下笔千言却离题万里。首先弄 清楚每一段的内容及各段之间有何联系，不要在写完了第一段之后，发现要写的第二段的内容已在前一段写过了，所以写之前先构思，找个腹稿，或在稿纸上写上要点。

　　在范文中，第一段指出广告的目的有的是让消费者知道其产品和服务，但大多数广告是为 了说服人们买这而不是买那。第二段指出广告是推销产品的手段，做广告让消费者清楚某种品牌比其他的更有优势是十分必要的。即做广告的必要性及原因，最后一段写厂商做广告的起初原因是因为他们发现花一笔钱对其产品做广告总的来说比降价出售更有利。

　　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.

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