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高分范文 | 1月10日雅思笔试写作真题全解析

2026-03-18 01:01:36

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1月10日大作文原题：

Nowadays some consumers are less influenced by advertising. What are the reasons for this? Is it a positive or negative development?

R: visual literacy

E: early exposure

Pro: savvy consumption

E: focus on improving quality

Con: price war

E: favors established companies

题目解读

这本题属于“广告与消费行为” 类话题，是雅思写作中较为常见的社会生活类题目，涉及媒体、消费者心理、商业实践等领域，出现频率中等偏高。

题型：本题为“原因分析+利弊评价”的混合题型。需明确回答两个问题：

消费者受广告影响减弱的原因是什么？
这是积极的还是消极的发展？

回答要点：

原因部分应具体、有逻辑，可涉及媒体素养提升、信息渠道多样化、广告过度饱和等；
利弊部分需从消费者、企业、市场等不同角度展开，并给出明确的立场或平衡观点。

高分范文

The waning effectiveness of advertisements and its consequences are the topics of discussion. The primaryreason people are desensitized to advertising is the increasing visual literacy in the population and this has positive implications for individuals but negative consequences for smaller businesses.

译文：广告效果的衰退及其所带来的后果是当下的讨论议题。人们对广告变得麻木的主要原因，是大众视觉素养的不断提升 —— 这对个人而言有着积极意义，但却会给小型企业带来负面影响。

Firstly, adults in their twenties and thirties today, who are the primary targets of marketing campaigns, grew up in the age of the internet. As such, these potential consumersare more accustomed to visual communication than past generations. This is because a significant number of interactions between netizens occur through pictures and videos that communicate implicit and explicit messages. In other words,internet natives are fluent in the ways visualscan be manipulatedto convey meaning. Consequently, adults today can instantly recognize the tactics used by advertisers and are less likely to be enticedby glossy commercials alone.

译文：首先，如今二三十岁的成年人是营销活动的主要目标群体，他们成长于互联网时代。因此，这些潜在消费者相比老一辈人，更习惯于视觉传播的方式。这是因为网民之间的大量互动，都是通过传递隐性和显性信息的图片与视频完成的。换句话说，互联网原住民十分精通通过操控视觉内容来传递信息的手段。因此，如今的成年人能够立刻识破广告商所使用的营销策略，也不太可能仅仅被制作精美的广告所吸引。

From one perspective, as consumers become more savvy, fewer people are falling prey to deceptive marketing. For instance, consumerstoday generally understandthat the testimonialssinging the praises of a product in a commercial are delivered by actors, and the accompanying music is meant to stir up irrational emotions in the viewer. As a result, certain companies may choose to spend their resources on improving the quality and functionality of their products instead of buying ad time on TV to attract customers, resulting in a win-win situation for both buyer and seller.

译文：从一个角度来看，随着消费者变得越来越精明，越来越少的人会沦为虚假营销的受害者。例如，如今的消费者普遍都明白，广告中为产品大肆吹捧的用户证言，其实是由演员演绎的；而广告里的背景音乐，则是为了在观众心中煽动非理性情绪。因此，一些企业会选择将资源投入到提升产品质量与功能上，而非购买电视广告时段来吸引客户，最终实现买卖双方的双赢局面。

On the other hand, instead of improving their products, other companies may choose to lower the price of goods to attract customers who are skeptical of advertisements. While a price war may benefit customers in the short term, creating more affordable goods, it has the disadvantage of pushing out smaller producers. Due to the fact that established corporations have the advantage of scale, they can sell their products at a loss to drive away competition from newer and smaller players. Then, in the long-term, consumers lose variety in their choices of products and the prices may escalate to greater heights when a monopoly has been established.

译文：另一方面，另一些企业不会选择改进产品，而是通过降低商品价格，来吸引那些对广告持怀疑态度的消费者。虽然价格战在短期内能够让消费者获益，带来更多平价商品，但它的弊端是会排挤小型生产商。由于老牌企业拥有规模优势，它们可以亏本销售产品，以此挤走新兴小型竞争者。那么从长期来看，当垄断局面形成后，消费者的产品选择会丧失多样性，而商品价格也可能会飙升至更高水平。

In summary, growing up alongside the internet has had the side-effect of fostering a group of consumers who are keenly aware of advertisers’ tricks. And while this development has its upsides for individual consumers, we should keep its downside in mind for the future of small businesses.

译文：总而言之，伴随互联网成长所产生的副作用，是培养出了一批深谙广告商套路的消费者群体。尽管这一发展趋势对于个体消费者而言存在优势，但为了小型企业的未来发展，我们也应当警惕其弊端。

立场和观点分析

从评分标准角度分析文章：

Task Response（题目回应）：文章完整回应了题目中的两个问题：清晰阐述了消费者对广告不敏感的原因（视觉素养提升），并分别从个人消费者和小企业两个角度分析了正负面影响。立场明确，结论平衡，符合题目要求。
Coherence & Cohesion（连贯与衔接）：文章结构清晰，段落分明，逻辑推进自然：引言提出观点，第二段分析原因，第三、四段分别讨论正负面影响，最后总结。使用了“Firstly”“From one perspective”“On the other hand”“In summary”等衔接词，段落内部也有明确的因果关系词（如“Consequently”“As a result”），整体连贯性较强。

Grammatical Range & Accuracy（语法范围与准确性）：句子结构多样，包括复合句、定语从句、状语从句等（如“who are...” “Due to the fact that...”），语法错误较少，表达流畅。
Lexical Resource（词汇资源）：词汇使用较为丰富且准确，如“waning effectiveness”“desensitized”“visual literacy”“testimonials”“monopoly”等，体现了较强的词汇驾驭能力。部分表达如“glossy commercials”“price war”也符合语境。

*本篇范文来自学为贵写作讲师黄德宝，请勿盗用

黄德宝

雅思写作8.5分，阅读9分，总分8.5