ESSAY INFORMATION:
Written by: Xuân Phi, 25/08/2024
Supported by: Ex-BC Examiner, 26/08/2024
Question: The research indicates that nowadays some consumers are less influenced by advertising than in the past. What are the reasons? Is it a positive or negative change?
(IELTS Academic – 24/08/2024)
ANSWER (8.0+):
Research suggests that modern consumers are less influenced by advertisers than they were previously. This change can be attributed to various factors, including increased consumer skepticism towards advertisements and their disruptive nature. In addition, it should be considered as a negative development due to its impacts on employment and consumers’ decisions.
There are two compelling reasons for the reduced influence of advertising. The foremost one is consumers becoming increasingly aware of misleading information. Many advertisements have exaggerated the benefits of products, leading to unrealistic expectations and disappointment. For example, Forever T, a well-known skincare brand, faced backlash when its advertisements promised dramatic anti-aging results that were not supported by evidence. This led to consumer distrust and skepticism towards not just the brand but advertisements in general. Additionally, the intrusive nature of many advertisements, especially online, disrupts user experiences, which can foster negative attitudes towards them. These factors combined have led consumers to rely less on advertising when making purchasing decisions.
However, this shift away from advertising influence can be seen as a negative development. The advertising industry employs millions of people worldwide, and reduced consumer responsiveness could lead to job losses in this sector and related industries, such as media and content creation. Furthermore, advertisements provide valuable information about products, including features and prices, helping consumers make informed choices. A decline in trust towards advertising may limit consumers’ access to important information, potentially leading to less informed decisions.
In conclusion, while the decline in advertising’s influence may suggest that consumers are becoming more aware and critical, it also poses several negative consequences, such as job losses and a reduction in consumer knowledge. Therefore, advertisers should create a comprehensive plan to standardise their practices and regain their previously pronounced influence.
(Word count: 289)
WORD LIST
| ENGLISH | TIẾNG VIỆT |
| Increased consumer skepticism | Sự hoài nghi của người tiêu dùng ngày càng tăng |
| Disruptive nature | Tính chất gây gián đoạn (hoặc gây rối) |
| To exaggerated the benefits of products | Phóng đại lợi ích của sản phẩm |
| To faced backlash | Đối mặt với sự phản ứng dữ dội |
| Distrust and skepticism | Sự không tin tưởng và hoài nghi |
| To disrupts user experiences | Làm gián đoạn trải nghiệm của người dùng |
| Reduced consumer responsiveness | Sự phản hồi của người tiêu dùng giảm |
| To make informed choices | Đưa ra quyết định sáng suốt |
| More aware and critical | Nhận thức rõ hơn và có tính phê phán hơn |
| Comprehensive plan | Kế hoạch toàn diện |
