In unit 6, the topic is ‘Advertising claims’. What is the meaning of ‘claim’? Here ‘claim’ is noun. I look it up in dictionary. It means ‘a statement that something is true or is a fact, although other people might not believe it’. In my opinion, here ‘claim’ means ‘a statement which is about the products or others on advertising, the aim is in order to introduce and attract more consumers’.
When I read the passage from paragraph 1 to Paragraph 6, I find some problems.
In Paragraph 1, the author shows that the society exists in a phenomenon that many people are believers in their own immunity to advertising. It means they don’t think advertising plays an important role on deciding which will be purchased. They think it depends on the basis of value and desire. I agree with it. In my opinion, most of all, I will buy a product which is useful for me, if they have the same function, I will choose the more beautiful product. The ads don’t play an important role. I don’t like watching advertising, if the TV channel turns to advertising, I will change it. I think many ads on TV are downright lies. I think they can’t sell the products in their expectation, so they use it in order to attract consumer and let them buy their producers. But I admit some ads are really attracted me.
In Paragraph 2, the first sentence is ‘Advertisers know better’. ‘Better’ shows it compares with the person who is immunity to advertising. From ‘know better’, I think the author wants to say many people’s opinions are wrong, and advertisers know it better than theirs. I can’t understand the last sentence of this paragraph very well. ‘All but’ means ‘all except’. I think it means although people think ads are being laughed at, belittled, but they know ads exist, even can see them everywhere.
In Paragraph 3, there are many new words and phrases, so it is a little difficult to understand. In the first sentence, ‘vulnerable’ means ‘able to be easily physically, emotionally, or mentally hurt, influenced or attacked’. ‘AdMan’s attack’ means ‘adman attempts to persuade consumers to buy their products’. The whole sentence means ‘a person who doesn’t think advertising’s influence on him, but he or she will be the easiest be persuaded to buy products by admen. I feel I can’t understand the second sentence very well. ‘Delight in’ means ‘get pleasure from’. ‘Render’ means ‘to cause someone or something to be in a particular condition’. Because they think there is no attack taking place, they are quite defenseless against the adman’s attack.
In paragraph 4, the author talks about claims. There are three types of claims. A few of them are downright lies, some are honest statements about a truly superior product, and most of them are the category of neither bold lies nor helpful consumer information.
In paragraph 5, I can’t understand the meaning of ‘parity product’. ‘Parity’ means ‘the state of being equal, especially having equal pay, rights, or power’, so I think ‘parity products’ means ‘the products have the similar attribute’. The author analyses why so many ad claims fall into the category of false information, because the ad claims are applied to parity products. The company wants to use the ad claim to attract consumers’ attention.
In paragraph 6, the first rule of parity claims is use of the words ‘better’ and ‘best’. What has interested me most is the second sentence ----in parity claims, ‘better’ means ‘best’ but ‘best’ only means’ equal to’. It confused me. What is the meaning of this sentence? Why does ‘better’ mean ‘best’ and ‘best’ mean ‘equal to’? So I read the next part of this paragraph in order to find answer. ‘Best’ means the product is as good as the other superior products in its category. ‘Better’ means the product does indeed have superiority over in its category or it is better than other products which is not in the category.
In paragraph 7, the author talks about the second rule of advertising claims if a product is truly superior, the ad will say so very clearly and will offer some kind of convincing evidence of the superiority. If not, we should suspect it is not superior. The author cites an example. It shows that no ad has yet claimed its brand better than others.
In Paragraph 8, it only has two sentences. ‘Resort to’ means ‘to do something bad, extreme, or difficult because you cannot think of any other way to deal with a problem’. It shows advertisers uses one or more of six basic techniques in order to create the necessary illusion of superiority.
Some improvement is needed.
Writing 21
In unit 6, the topic is ‘Advertising claims’. What is the meaning of ‘claim’? Here ‘claim’ is noun. I look it up in dictionary. It means ‘a statement that something is true or is a fact, although other people might not believe it’. In my opinion, here ‘claim’ means ‘a statement which is about the products or others on advertising, the aim is in order to introduce and attract more consumers’.
When I read the passage from Paragraph 1 to Paragraph 6, I find some problems.
In Paragraph 1, the author shows that the society exists in a phenomenon that many people are believers in their own immunity to advertising. It means they don’t think advertising plays an important role on deciding which will be purchased. They think it depends on the basis of value and desire. I agree with it. In my opinion, most of all, I will buy a product which is useful for me, if they have the same function, I will choose the more beautiful product. The ads don’t play an important role. I don’t like watching advertising, if the TV channel turns to advertising[if any advertising is on show, I will switch to another channel ], I will change it. I think many ads on TV are downright lies. I think they can’t sell the products in their expectation, so they use it in order to attract consumer and let them buy their producers. But I admit some ads are really attracted me.
In Paragraph 2, the first sentence is ‘Advertisers know better’. ‘Better’ shows it compares with the person who is immunity to advertising. From ‘know better’, I think the author wants to say many people’s opinions are wrong, and advertisers know it better than theirs. I can’t understand the last sentence of this paragraph very well. ‘All but’ means ‘all except’. I think it means although people think ads are being laughed at, belittled, but they know ads exist, even can see them everywhere.
In Paragraph 3, there are many new words and phrases, so it is a little difficult to understand. In the first sentence, ‘vulnerable’ means ‘able to be easily physically, emotionally, or mentally hurt, influenced or attacked’. ‘Adman’s attack’ means ‘adman attempts to persuade consumers to buy their products’. The whole sentence means ‘a person who doesn’t think advertising’s influence on him, but he or she will be the easiest be persuaded to buy products by admen. I feel I can’t understand the second sentence very well. ‘Delight in’ means ‘get pleasure from’. ‘Render’ means ‘to cause someone or something to be in a particular condition’. Because they think there is no attack taking place, they are quite defenseless against the adman’s attack.
In paragraph 4, the author talks about claims. There are three types of claims. A few of them are downright lies, some are honest statements about a truly superior product, and most of them are the category of neither bold lies nor helpful consumer information.
In paragraph 5, I can’t understand the meaning of ‘parity product’. ‘Parity’ means ‘the state of being equal, especially having equal pay, rights, or power’, so I think ‘parity products’ means ‘the products have the similar attribute’. The author analyses why so many ad claims fall into the category of false information, because the ad claims are applied to parity products. The company wants to use the ad claim to attract consumers’ attention.
In paragraph 6, the first rule of parity claims is use of the words ‘better’ and ‘best’. What has interested me most is the second sentence ----in parity claims, ‘better’ means ‘best’ but ‘best’ only means’ equal to’. It confused me. What is the meaning of this sentence? Why does ‘better’ mean ‘best’ and ‘best’ mean ‘equal to’? So I read the next part of this paragraph in order to find answer. ‘Best’ means the product is as good as the other superior products in its category. ‘Better’ means the product does indeed have superiority over in its category or it is better than other products which is not in the category.
In paragraph 7, the author talks about the second rule of advertising claims if a product is truly superior, the ad will say so very clearly and will offer some kind of convincing evidence of the superiority. If not, we should suspect it is not superior. The author cites an example. It shows that no ad has yet claimed its brand better than others.
In Paragraph 8, it only has two sentences. ‘Resort to’ means ‘to do something bad, extreme, or difficult because you cannot think of any other way to deal with a problem’. It shows advertisers uses one or more of six basic techniques in order to create the necessary illusion of superiority.
