GMAT考试写作例文224篇连载(十三)
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13. The following appeared as part of a campaign to sell advertising1 time on a local radio station to local businesses.
“The Cumquat Cafe began advertising on our local radio station this year and was delighted to see its business increase by 10 percent over last year’s totals. Their success shows you how you can use radio advertising to make your business more profitable.”
Discuss how well reasoned... etc.
In an attempt to sell radio advertising time, this ad claims that radio advertising will make businesses more profitable. The evidence cited is a ten percent increase in business that the Cumquat Cafe has experienced in the year during which it advertised on the local radio station. This argument is unconvincing because two questionable2 assumptions must be made for the stated evidence to support the author’s conclusion.
The first assumption is that radio advertising alone has caused the increase in business at the Cumquat Cafe. This assumption is questionable because it overlooks a number of other factors that might have contributed to the Cumquat’s success. For example, the Cumquat might have changed owners or chefs; it might have launched a coupon3 ad campaign in the local print media; or it might have changed or updated the menu. Yet another possibility is that a local competitor went out of business. These are just a few of the factors that could help explain the Cumquat’s growth. Because the author fails to eliminate these possibilities, the assumption in question need not be accepted.
Even if it is granted that radio advertising is responsible for the Cumquat’s success, another assumption must be made before we can conclude that radio advertising will result in increased profits for businesses in general. We must also assume that what is true of the Cumquat will likewise be true of most other businesses. But there are all kinds of important differences between cafes and other businesses that could affect how radio audiences react to their advertising. We cannot safely assume that because a small restaurant has benefited from radio advertising, any and all local businesses will similarly benefit.
In conclusion, it would be imprudent for a business to invest in radio advertising solely4 on the basis of the evidence presented. To strengthen the conclusion, it must be established that radio advertising was the principal cause of increased business at the Cumquat. Once this is shown, it must be determined5 that the business in question is sufficiently6 like the Cumquat, and so can expect similar returns from investment in radio ad time.


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1 advertising 1zjzi3     
n.广告业;广告活动 a.广告的;广告业务的
参考例句:
  • Can you give me any advice on getting into advertising? 你能指点我如何涉足广告业吗?
  • The advertising campaign is aimed primarily at young people. 这个广告宣传运动主要是针对年轻人的。
2 questionable oScxK     
adj.可疑的,有问题的
参考例句:
  • There are still a few questionable points in the case.这个案件还有几个疑点。
  • Your argument is based on a set of questionable assumptions.你的论证建立在一套有问题的假设上。
3 coupon nogz3     
n.息票,配给票,附单
参考例句:
  • The coupon can be used once only.此优惠券只限使用一次。
  • I have a coupon for ten pence off a packet of soap.我有一张优惠券买一盒肥皂可以便宜十便士。
4 solely FwGwe     
adv.仅仅,唯一地
参考例句:
  • Success should not be measured solely by educational achievement.成功与否不应只用学业成绩来衡量。
  • The town depends almost solely on the tourist trade.这座城市几乎完全靠旅游业维持。
5 determined duszmP     
adj.坚定的;有决心的
参考例句:
  • I have determined on going to Tibet after graduation.我已决定毕业后去西藏。
  • He determined to view the rooms behind the office.他决定查看一下办公室后面的房间。
6 sufficiently 0htzMB     
adv.足够地,充分地
参考例句:
  • It turned out he had not insured the house sufficiently.原来他没有给房屋投足保险。
  • The new policy was sufficiently elastic to accommodate both views.新政策充分灵活地适用两种观点。
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