Part 1: 核心词汇与短语
在回答任何广告相关的问题前,确保你掌握一些精准且地道的词汇。
广告类型
- Commercial: (电视/广播)广告
- Print ad: 平面广告 (报纸、杂志)
- Billboard / Hoarding: (路边)广告牌
- Online ad / Digital ad: 网络广告
- Pop-up ad: 弹窗广告
- Sponsored post / Influencer marketing: 赞助帖子/网红营销
- Infomercial: 电视购物节目 (一种信息性广告)
- Jingle: 广告歌曲/广告歌
- Viral ad: 病毒式广告 (指在网络上迅速传播的广告)
广告技巧与影响
- To persuade / To convince: 说服
- To appeal to / To target: 吸引/针对...群体
- Brand awareness / Brand recognition: 品牌知名度/品牌辨识度
- Catchy / Memorable / Engaging: (广告语/创意)吸引人的、令人印象深刻的、引人入胜的
- Slogan / Tagline: (广告)口号、标语
- Jingle: (广告)歌曲
- Product placement: 产品植入
- Exaggeration / Hyperbole: 夸大
- Emotional appeal: 情感诉求
- Logical appeal: 理性诉求
- Glamorous / Aspirational: 有魅力的、令人向往的
- Misleading / Deceptive: 误导性的、欺骗性的
表达个人观点
- I'm not a big fan of... 我不太喜欢...
- I find it quite intrusive / annoying. 我觉得它很烦人/打扰人。
- It's clever / witty / hilarious. 它很聪明/机智/搞笑。
- It has a powerful message. 它传递了一个强有力的信息。
- It's a double-edged sword. 它是一把双刃剑。
- It brainwashes consumers. 它在洗脑消费者。
- It creates artificial needs. 它创造了人为的需求。
Part 2: 高频问题及高分回答范例
以下是雅思口语Part 1和Part 2中可能出现的问题，以及如何组织你的回答。
Part 1: Introduction and Interview
Q1: Do you like watching advertisements?
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低分回答: "Yes, I like them. No, I don't like them." (过于简单)
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高分回答思路:
（图片来源网络，侵删）- 直接回答 + 具体化: 不要只说喜欢或不喜欢，说明你喜欢/不喜欢哪种广告。
- 举例: 举一个具体的例子来支撑你的观点。
- 解释原因: 解释为什么你会这么认为。
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高分回答范例 (喜欢):
"Well, it really depends. I'm not a huge fan of most commercials, especially the ones that interrupt my favorite TV shows. However, I do appreciate well-crafted and creative advertisements. For instance, I saw a recent ad for a local coffee shop that was shot in a very artistic, cinematic style. It wasn't just about selling coffee; it told a story and created a warm, cozy atmosphere. That kind of ad, I find quite engaging and memorable."
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高分回答范例 (不喜欢):
"To be honest, I'm not particularly fond of them. I find most TV commercials to be quite intrusive and annoying. They often interrupt the flow of a program, and the products they promote are usually things I have no interest in. For example, the endless stream of ads for insurance or financial services really gets on my nerves. I think my time could be better spent."
（图片来源网络，侵删）
Q2: What kinds of advertisements do you see most often?
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高分回答思路:
- 分类回答: 将广告按类型或媒介分类。
- 主次分明: 先说最常见的，再说次常见的。
- 解释原因: 简要说明为什么这类广告最常见。
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高分回答范例:
"I'd say online advertisements are definitely the most prevalent these days. I encounter them constantly on social media feeds like Instagram and while browsing news websites. Secondly, I see a lot of print ads in magazines, especially those related to fashion and technology. This is because businesses are heavily investing in digital platforms to reach a wider, younger audience, while print media still holds value for targeting specific, high-income demographics."
Q3: Do you think advertising is necessary?
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高分回答思路:
- 辩证看待: 不要给出绝对的“是”或“否”，可以说它既有优点也有缺点。
- 双面论证: 从消费者和商家两个角度来谈。
- 总结观点: 给出一个平衡的结论。
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高分回答范例:
"I believe advertising is a double-edged sword. On the one hand, it's essential for businesses to inform consumers about their products and services, which can lead to healthy competition and better choices for us. On the other hand, it can sometimes be misleading, creating artificial desires and pressuring people to buy things they don't actually need. So, while it's necessary in a capitalist economy, I think there should be stricter regulations to ensure it's ethical and honest."
Part 2: Individual Long Turn (Cue Card)
Describe an advertisement that you remember well. You should say:
- What product or service it was for
- When and where you saw it
- What the advertisement showed
- And explain why you remember it.
高分回答策略:
- 结构清晰: 按照 cue card 的四个点展开，使用连接词 (Firstly, Secondly, In addition, Finally / The main reason is...)。
- 细节生动: 不要只说“它很搞笑”，要描述 为什么 搞笑，描述广告的画面、声音、情节和人物。
- 情感与反思: 在最后解释“为什么记得”时，可以联系到广告对你的影响（让你笑了、让你思考、改变了你的消费观等）。
高分回答范例:
"I'd like to talk about an advertisement that I saw a couple of years ago and still find myself laughing about occasionally. It was for a brand of potato chips called 'Crispy & Crunchy'.
Firstly, regarding the product, it was for their new line of spicy flavored potato chips. I saw this ad around two years ago, probably on YouTube right before a movie trailer started. It was also quite popular on social media platforms at the time.
Secondly, about what the advertisement showed, it was a very simple yet hilarious concept. It featured a man sitting alone on a sofa, watching a thriller movie. He was completely engrossed, clutching a cushion, looking terrified. Suddenly, he reaches for a bag of the 'Crispy & Crunchy' chips. As he takes the first bite, the loud crunching sound is so exaggerated that it drowns out all the scary sound effects from the movie. The man, relieved by the crunch, looks overjoyed and smug, as if he has defeated the villain with his snack. The ad ends with the tagline: 'When the plot gets thick, get your crunch.'
Finally, and most importantly, the reason I remember it so vividly is its sheer creativity and wit. Instead of just showing people enjoying the chips, it created a funny and memorable scenario. The humor was universal and didn't rely on complex language. It was a perfect example of emotional appeal, associating the product with a feeling of relief and fun. It wasn't just selling a snack; it was selling an experience. This ad was so effective that I actually went out and bought the chips the next day, just to see if the crunch was really that loud. It wasn't, but the ad certainly did its job in making a lasting impression on me."
Part 3: Two-way Discussion
Q1: How has advertising changed in recent years?
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高分回答思路:
- 宏观对比: 对比过去和现在。
- 引入新概念: 提及数字化、社交媒体、大数据、网红营销等。
- 分析影响: 讨论这些变化对消费者和商家带来的影响。
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高分回答范例:
"The landscape of advertising has undergone a seismic shift, primarily due to the digital revolution. In the past, advertising was largely a one-way broadcast, dominated by TV, radio, and print media, where companies pushed messages to a passive audience. **Nowadays, it's become a much more interactive and personalized experience
