Advertisements and Media
FoundationAds want us to buy and often exaggerate; think one step further: Is it true? Do I need it?
- An ad is paid promotion aiming to attract buyers.
- Star endorsements and exaggerated words are common tricks.
- Ask first: Is it true? Do I need it?
文體小知識：說明文拆解廣告的常用招數，教你多想一步，做個精明的小觀眾。
§Text Passage
1Turn on the television, the radio or a web page and advertisements appear everywhere, selling toys, snacks, restaurants and games. An advertisement is paid promotion by a business, and its aim is to make us buy.
2Ads use many tricks: stars and cartoon characters endorse products so that we grow fond of them; exaggerated words such as the best ever and everyone must have one; goods filmed prettier than real life; and last-chance, limited-stock slogans that make us fear missing out. When watching an ad, think about its purpose.
3A smart viewer thinks one step further: is the product really as good as the ad claims? Do I truly need it, or am I merely attracted? Check other people's reviews first, then discuss with your parents — never buy on impulse.
4The media bring us news and knowledge, mixed with advertisements and opinions. Different media may tell the same event differently. Form the habit of thinking, checking and asking, and we shall not be misled easily — a little viewer with good judgement.
1Summary 重點摘要
Ads want us to buy and often exaggerate; think one step further: Is it true? Do I need it?
2Vocabulary cards Vocabulary
A paid message promoting goods to attract buyers.
Shops and companies that sell goods or services.
To spread the word about something to the public.
To have a famous person introduce and recommend a product.
To describe facts as bigger or better than they really are.
The opinions written by people who have used a product.
A sudden wish without careful thought.
The ability to tell right from wrong and true from false.
The channels that spread news, such as newspapers, television and websites.
3Step by step Steps
- Step 1: Recognise an advertisementAn advertisement is paid promotion meant to make people buy. When a programme pauses and a toy appears on screen with the word advertisement marked, that is a commercial; the big street posters and the light boxes in lifts are advertisements too. Some people think everything introduced on television is reliable information, but learn to spot ads first and see what they are selling, and you will not mistake promotion for dependable news.
- Step 2: Hunt the exaggerated wordsAds often use exaggerated words to catch attention, such as hottest in town, number one in sales or cures every illness. Note such words down and think: is it truly the hottest in town? What is the evidence? Some people believe whatever ads say, yet most exaggerated words have no proof — they only make a product feel powerful. With practice you will spot the flaw at a glance and remain unmoved by catchphrases.
- Step 3: Ask yourself two questionsWhen you see an ad, ask yourself two questions first: Is this true? Do I really need it? Take a newly launched snack advertised with attractive pictures: think whether it exaggerates, and whether something similar is already at home. Some people think a stirred heart must be followed at once, but after the two questions the head cools down, and you no longer buy whatever an ad shows — the habit of thinking first takes root.
- Step 4: Verify before decidingDo not decide on an ad alone; verify first, then buy — much safer. Before buying a toy set, ask your parents to help read buyer reviews and hear what users say, then compare the functions and prices of different brands. Some people think checking is troublesome, yet it costs little time and spares you things you regret buying. It is the first step of smart spending: learn it young, and it serves you for life.
- Step 5: Resist the countdown pressureAds often use limited-time and limited-stock slogans to hurry people into buying, such as today is the last day of half price or only one hundred pieces. In truth offers come round again, and there is no need to rush for fear of missing out. Some people think missing one means a great loss, but calm down first and think whether you truly need it; for things you do not need, however catchy the slogan, keep the purse shut — that is the shrewd consumer.
- Step 6: Compare different mediaThe same event may be reported differently by different media. Pick one news story and see how two newspapers or two websites cover it, finding what matches and what differs: are the headlines equally eye-catching? Are the descriptions equally detailed? Some people think every medium speaks with equal truth, but comparing often shows that each has its own angle; listen and read widely to get close to the whole truth.
4Diagrams Diagrams
5Worked example Example
Example: an ad says, Magic brush — whatever you draw comes true! Every child in town has one. Last day offer! Yan wants to buy it at once. What should she think first?
- Whatever you draw comes true is exaggeration — a brush cannot produce real things.
- Every child has one and last day offer are pressure tricks.
- Ask herself first: do I truly need it, or am I merely attracted by the pictures?
- Discuss with her parents, check the reviews and the price, and decide only after calming down.
- Answer: The ad uses exaggeration and pressure. Yan should first see through the promotional wording, consider whether she truly needs it, then discuss with her parents, check reviews, and make a calm decision.
6Common mistakes Mistakes
7Quick check Quick check
Q1What is the aim of an advertisement?
Q2What kind of wording is 'the best in town'?
Q3What should we do seeing last day offer?
Q4How can we verify before buying?
Q5What if two papers report the same news differently?
8Recap Recap
- An ad is paid promotion aiming to attract buyers.
- Star endorsements and exaggerated words are common tricks.
- Ask first: Is it true? Do I need it?
- Check reviews before buying, and talk with parents.
- Think, check, ask — be a smart little viewer.