混合类大作文，媒体类话题
Research indicates that nowadays some consumers are much less influenced by advertising than in the past. What do you think are the reasons? Do you think it is a positive or negative development?
题目来源：2026年1月10日大陆雅思大作文（重复2023年1月7日大陆考题）
1、题目大意
如今，一些消费者比过去更少地受到广告的影响。原因是什么？这是积极还是消极的发展？
2、提纲
3、高分范文示例
In recent times, consumers have become considerably less susceptible to the influence of advertising compared to previous generations. This significant shift in consumer behavior can be attributed to a combination of factors such as the overwhelming ubiquity of advertisements and increased consumer skepticism. In my view, it is a positive development overall, as it leads to more rational purchasing decisions and higher standards for products and services.
A number of factors explain why many people today are less influenced by ads. Firstly, the sheer volume of advertising across various media has created a kind of “ad fatigue” among the public. People are so inundated with promotional messages on television, websites, and social media that ads have essentially become background noise to be tuned out or ignored. Secondly, modern consumers are more informed and discerning, as the internet provides access to abundant information and independent reviews. People no longer rely solely on marketing to make purchasing decisions; instead, they can research product features or consult peer feedback, which greatly diminishes the sway of any single commercial. Moreover, after years of exaggerated advertising claims, the public has grown more skeptical and tends to trust objective information or personal experience over glossy marketing promises.
One concern is that if advertising becomes less effective, businesses, especially new entrants, could struggle to reach potential customers. However, this shift ultimately compels companies to compete on their products’ actual merits rather than on persuasive marketing, which is healthier for the market. Consumers who are not easily swayed by ads base their decisions on genuine needs and reliable information, leading to more satisfying purchases. In turn, firms have greater incentive to improve quality and transparency when they know that flashy promotions alone will not guarantee sales. These outcomes benefit buyers and foster a more honest marketplace with higher standards.
In conclusion, the waning influence of advertising on consumers today is largely due to advertising saturation and increasingly discerning consumers. I believe this is a positive trend, as it encourages individuals to make more informed choices and pushes companies to maintain higher product standards.
4、思路解析
这是一道报告+利弊的混合类题型，聊的是广告影响降低的原因及利弊。报告类题型的行文结构相对简单，两个主体段分别对应两个问题，主体段一分析这一现象的原因，主体段二讨论利弊。审题时要注意题目中比较关系“than in the past”，在分析原因是需要说明为什么会比过去受影响小。下面，月半鸭和大家一起来看下具体观点。
首先来看广告影响降低的原因，有三方面。
一是人们对广告有着更清楚的认知，明白其本质是为了促进消费者购买使得商家获益，因此对于广告内容，消费者变得更加理智。
二是消费者了解商品的渠道变多，现在可以在网上搜到商品更多相关信息以及其他使用者的评价，广告不再是消费者了解商品的唯一来源。
三是广告数量不断增加使得消费者不再感到新奇甚至排斥，大量同类型的广告或是竞品广告也使得消费者难以做出判断，因此广告影响力逐渐下降。
然后来看利弊影响。
好处有两方面。一方面消费者会更加理性，不再因为广告购买大量必须非必要品，减少不必要的开支，进而使得可支配收入更充裕。另一方面企业发现广告不再那么有效后，为了继续获取客户，可能会将更多资金和精力投入到提升产品质量上。更多优质商品的出现对于消费者和社会都是有利的。
坏处同样有两方面（不过这道题应该很少有人会认为是一种消极发展）。一是广告的效益降低，意味着商家可能不再愿意投入高额的成本在这上面，甚至可能会裁撤相关项目的员工，进而导致已经从事这一行业的人以及正在学习广告相关专业的大学生的就业更加困难。二是广告影响力下降对于商家的营收和品牌影响力都是不利的，这对于企业投资人和员工的收益来说都会产生负面影响。
5、相关词汇和语法结构
be susceptible to the influence of advertising 容易受到广告影响
a significant shift in 显著转变
a combination of factors 多种因素的共同作用
the overwhelming ubiquity of advertisements 广告的泛滥与无处不在
increased consumer scepticism 消费者怀疑态度的增强
lead to more rational purchasing decisions 导致更加理性的购买决策
create a sense of advertising fatigue 造成广告疲劳感
be inundated with promotional messages 被大量促销信息淹没
background noise 背景噪音
more informed and discerning consumers 更加理性且有判断力的消费者
rely solely on marketing messages 完全依赖营销信息
consult independent reviews and feedback 查阅独立评价与反馈
diminish the persuasive power of advertising 削弱广告的说服力
exaggerated advertising claims 夸大的广告宣传
marketing promises 营销承诺
compete on actual merits rather than promotion 以真实价值而非宣传竞争
base decisions on genuine needs 基于真实需求作出决定
foster a more honest marketplace 促进更加诚信的市场环境
raise standards for products and services 提高产品和服务标准
encourage higher levels of transparency 促使更高程度的透明度
