Commercial advertisement was once thought of as a technique of the marketers to inform the potential buyers about the availability of certain products. It was seen more as a medium to inform the buyers rather than persuade them to buy. The present day marketers see advertisement as a medium to damage the image of their competitors and their products. This indeed, is an undesirable and an immoral practice. Instead of speaking about their own products, these marketers speak about the drawbacks (often without any basics) of the competing products.
People watching TV advertisements would notice that there has always been an advertisement war between the marketers of different consumer goods. A few such cases are given below.
1. Parachute Coconut Oil vs. V.V.D. Gold
Some time back, the producer of V.V.D Gold Coconut Oil claimed in their TV advertisement that only their products was superior and the one sold in blue colour bottles (the reference was to Parachute coconut oil) was suitable only for un-natural hair.
2. Tata Salt vs. Captain Cook
Tata salt was first iodised (碘处理) salt marketed by an Indian Company. It has been enjoying a good and steady market. Captain Cook, another producer of iodised salt, who entered the market later, had to adopt some strategy to get control of the market. The TV advertisement of Captain Cook stressed on ‘Free flow’ of their salt when transferred to a container. The producer of Tata Salt retaliated (报复) by saying that the claim of Captain Cook was a trick and those who were quality conscious should deal with it with caution.
3. Pepsi vs. Coco Cola
Coca Cola was selected as the official soft drink for the Wills World Cricket 1996. When the cricket series was on, the marketers of Pepsi constantly advertised on TV. Their advertisement gave the idea that the cricketers preferred only Pepsi and as a matter of fact there was nothing official about it.
4. Horlicks vs. Complan
Sometime back, the TV advertisement of Complan, a health drink directly attacked Horlicks, which has been in the market for several decades. The claim of Complan was that their brand (which according to them was Brand C) has a higher percentage of ingredients (材料) compared to Brand H (reference was nothing but to Horlicks).
The above examples clearly show how the technique of advertisement is misused by some marketers to ruin the image of their competitors. This, certainly, is not a healthy trend.
Any marketer should only speak about his products and not about his competitors’ products. The awareness of consumers has certainly increased over the years and they are no longer easily taken in. There are many consumer products like salt, oil shaving blades etc. But one thing for sure is that offering the same product in a different container will not make the product different.
Mass media like Radio, Television and newspaper should not allow advertisements that tell lies. Legal regulations, in this regard, should also be made stricter.
Comparison of the past and the present of advertisements | ||
In the past | At present | |
A technique mainly used for offering 55. | A trick used as a means of unfair 56. | |
The 57. of advertisement | ||
58. | Products | Wrong practices |
V.V.D. Gold | When V.V.D Gold attacked the one sold in blue bottles, it 59.to Parachute Coconut oil. | |
Captain Cook | Captain Cook stressed on their “free flow” when their product was 60.to a container. | |
Tata Salt | Tata salt retaliated by warning consumers to be 61.about the quality. | |
Pepsi | Too much advertisement on TV seemed to say that the cricketers had a 62.for Pepsi. | |
Complan | Brand C claimed that their product was much richer in ingredients in63.with Brand H. | |
Solutions | 64.products. are not allowed to be mentioned in the advertisement. Stricter laws should be made to protect every producers’ and consumers’ benefits. |
55.information
56.competition
57.misuse
58.Examples / Cases
59.referred
60.transferred
61.cautious/careful
62.preference
63.comparison
64.Competitors’
In a society, such as the United States or Canada, which has many national, religious and cultural differences, people highly value individualism--the difference among people. Teachers place a lot of importance on the qualities that make each student special. The educational systems in these countries show these values. Students don't memorize information. Instead, they work individually and find answers themselves. There is often discussion in the classroom. At an early age, students learn to form their own ideas and opinions.
In most Asian societies, by contrast, people have the same language, history, and culture. Perhaps for this reason, the educational system in much of Asia reflects society’s belief in group goals and purposes rather than individualism. Children in China, Japan, and Korea often work together and help one another in assignments. In the classroom, the teaching methods are often very formal. The teacher lectures, and the students listen. There is not much discussion. Instead, the students recite rules of information that they have memorized.
There are advantages and disadvantages to both of these systems of education. For example, one advantage to the system in Japan is that there much more math and science than American students learn by the end of high school. They also study more hours each day and more days each year than North Americans do. The system is difficult, but it prepares students for a society that values discipline and self-control. There is, however, a disadvantage. Memorization is an important learning method in Japanese schools, yet many students say that after an exam, they forget much of the information that they have memorized.
The advantage of the educational system in North American, on the other hand, is that students learn to think for themselves. The system prepares them for a society that values creative ideas. There is, however, a disadvantage. When students graduate from high school, they haven’t memorized as many basic rules and facts as students in other countries have.
Title: 76 of Educational System between North America and Asia
Students in the US and 77 | Students in China, Japan and Korea | |
What do they 78 | Individualism | 79 goals and purposes |
Different 80 of study | Working individually | Listening to the teachers |
Forming their own ideas and opinions | Reciting rules and memorizing information | |
A lot of discussion in the classroom | Not much discussion | |
81 | Learning to think for themselves | Learning much more math and science |
Studying more hours each day and more days each year | ||
Good for a society that values 82 | Good for a society valuing 83 and self-control | |
Disadvantages | Students haven’t memorized many basic rules and facts before 84___ | Information is 85 easily. |
Directions: Read the following passage. Complete the diagram by using the information from the passage. Write NO MORE THAN 3 WORDS for each answer.
American public education has changed in recent years. One change is that increasing numbers of American parents and teachers are starting independent public schools called charter schools.
In 1991, there were no charter schools in the Unite States. Today, more than 2300 charter schools operate in 34 states and the District of Columbia. 575. 000 students attend these schools. The students are from 5 years of age through 18 or older.
A charter school is created by groups of parents, teachers and community members. It is similar in some ways to a traditional public school. It receives tax money to operate a number of students. The charter school must prove to local or state governments that its students are learning. These governments provide the school with the agreement, or charter that permits it to operate.
Unlike a traditional public school, however, the charter school does not have to obey most laws governing public schools. Local, state or federal governments cannot tell it what to teach.
Each school can choose its own goals and decide the ways it wants to reach those goals. Class sizes are usually smaller than in many traditional public schools. Many students and parents say teachers in charter schools can be more creative.
However, state education agencies, local education-governing committees and unions often oppose charter schools. They say these schools may receive money badly needed by traditional public schools. Experts say some charter schools are doing well while others are struggling.
Congress provided 200 million dollars for establishing charter schools in the 2006 federal budget. But, often the schools say they lack enough money for programs. Many also lack needed space, District officials say they have provided 14 former school buildings for charter education. Yet charter school supporters say officials should try harder to find more space.
Title: 71.
72 ________ | Independent public school | ||
Similarities between charter schools and traditional schools | ●73 ________ to operate U number of students ●Having to prove the students are learning ●Getting 74 ________ to operate from government | ||
75 __________ between charter schools and traditional schools | ●Not having to obey most laws for public schools ●Being free to decide the 76 ________ ●Being free to choose the goals and decide 77 ________ them ●There usually being 78 ________ students in charter schools’classes ●Having teachers who are more creative | ||
Charter school's problems | Opinions from education departments | These schools receiving money badly needed by 79 ________ Not all doing well | |
Opinions from charter schools | Lacking enough money Lacking 80._________ |