advertising-on-the-edge经济学人

2011考研英语二作文【篇一：2011年考研英语(一)作文真题和范文】2011年考研英语小作文题目和范文：51. directions：write a letter to a friend of yours to1〕recommend one of your favorite movies and2〕give reasons for your recommendation.you should write about 100 words on answer sheet2.do not sign your own name at the end of the letter. use“li ming”instead.do not write the address.〔10points〕小作文范文dear friends，i?m writing to you to recommend my favorite movie avatar. it is a very hot movie this year. for starters，its a great story and has a fantastic plot. this film captivated me from beginning to end. the fast-paced，exciting story line kept me on the edge of my seat all the way through. whats more，the specialeffects are breathtaking. the directing is absolutely neat. and last but not least，its an educational movie. it teaches us about dedication，discipline，loyalty and love. i am sure you will enjoy the movie.yours sincerely，li ming2011年考研英语大作文题目和范文：52、directionwrite an essay of 160-200words based on the following drawing .in your essay ，you should1〕describe the drawing briefly2〕explain its intended meaning and3〕give your commentsyou should write neatly on answer sheet2.〔20points〕旅途之“余”2011年考研英语一大作文范文what an impressive picture it is！two young men sitting on the boat are throwing rubbish into the lake，with all kinds of garbage floating on the surface. what is conveyed in the picture is both realistic and thought-provoking.clearly，we can deduce from the picture that with the rapid development of economy，tourism as a form of enterprise brings china a lot of benefits，but the environment is being polluted tremendously. in public places people have no awareness that they are doing something damaging the environment，the only environment we have. they cause inconvenience and discomfort to other tourists，and also degrade chinas image as a nation.what can we do then？first，i think that government should issue severe regulations，punishing any behavior that damages the environment. second，the environment protection awareness of the public should be enforced. people should know how closely the clean environment is related totheir personal lives. lets hope we will have a cleaner and more beautiful world in the near future.分析：今年考研英语作文的难度略有降低。

对广告的看法英语作文Advertising is a ubiquitous presence in our modern world. It is an industry worth billions of dollars, and it has become an essential part of our daily lives. However, opinions on advertising are divided. Some people view it as a necessary evil, while others believe it to be anessential tool for businesses to promote their products and services. In this essay, I will explore both sides of the argument and provide my own perspective on the matter.On one hand, advertising can be seen as a necessary evil. It bombards us with messages that we may not want to receive, and it can be intrusive and annoying. We are constantly bombarded with ads on TV, radio, billboards, and the internet. Moreover, ads can be deceptive and manipulative, presenting products in a way that is not entirely truthful. Many ads use celebrities or models to promote products, suggesting that we too can look like them if we buy the products they endorse. This can create unrealistic expectations and lead to feelings of inadequacyand low self-esteem.On the other hand, advertising is an essential tool for businesses to promote their products and services. Without advertising, companies would struggle to reach their target audience and make sales. Advertising is a way to inform potential customers about new products and services, and it can help to build brand awareness. Moreover, advertising can be creative and entertaining, and it can provide a welcome distraction from our daily lives. Ads can be funny, heartwarming, or thought-provoking, and they can create a sense of connection between the viewer and the brand.In my opinion, advertising is a necessary part of our modern world, but it needs to be done responsibly. Companies should be held accountable for the accuracy of their ads, and they should avoid using deceptive or manipulative tactics. Moreover, ads should not be intrusive or annoying, and they should not create unrealistic expectations. Instead, advertising should be creative, entertaining, and informative. Ads should be designed to engage the viewer and create a positive association withthe brand.In conclusion, advertising is a complex and controversial topic. While it can be seen as a necessary evil, it is also an essential tool for businesses to promote their products and services. Ultimately, the key to successful advertising is to do it responsibly, with honesty and creativity. If done right, advertising can be a positive force in our lives, providing us with valuable information and entertainment.。

你的关于广告的观点英语作文Advertisements have become an integral part of our daily lives, permeating every aspect of our existence, from the moment we wake up to the time we go to bed. These ubiquitous messages, designed to captivate our attention and sway our purchasing decisions, have become a subject of intense scrutiny and debate. As an individual with a keen interest in the societal impact of advertising, I have developed a nuanced perspective on this multifaceted phenomenon.On the one hand, I recognize the undeniable economic value of advertising. It serves as a crucial tool for businesses to promote their products and services, reach new audiences, and ultimately drive economic growth. Advertising provides a means for companies to differentiate themselves in a crowded marketplace, raise brand awareness, and ultimately increase sales. In this sense, advertising plays a vital role in fueling the engine of capitalism and supporting the livelihoods of countless individuals employed in various industries.Moreover, the creative and innovative nature of advertisements canbe a source of entertainment and cultural enrichment. Advertisements often showcase impressive feats of artistry, storytelling, and visual aesthetics, captivating our imaginations and sparking conversations. The best advertisements can be considered works of art in their own right, inspiring us with their ingenuity and creativity.However, the pervasive nature of advertising also raises significant concerns. One of the most pressing issues is the impact of advertising on our psychological well-being and societal values. Advertisements often exploit our insecurities, manipulating our emotions and desires to create a sense of lack or inadequacy, compelling us to purchase products or services to fill this perceived void. This can lead to a perpetual cycle of consumerism, where our self-worth becomes increasingly tied to the accumulation of material possessions.Moreover, the proliferation of advertisements, particularly in the digital age, has contributed to the erosion of our attention spans and the fragmentation of our focus. Constantly bombarded with a barrage of visual and auditory stimuli, we find it increasingly challenging to engage deeply with the world around us, to cultivate meaningful relationships, and to pursue intrinsically fulfilling activities. The relentless pursuit of our attention by advertisers can have detrimental effects on our mental health, social cohesion, andoverall well-being.Furthermore, the ethical concerns surrounding advertising practices cannot be overlooked. Instances of deceptive, manipulative, or even outright false advertising have eroded public trust and undermined the credibility of the industry as a whole. Advertisements that promote unrealistic body standards, gender stereotypes, or harmful consumption patterns can have far-reaching societal consequences, particularly on vulnerable populations such as children and adolescents.In light of these considerations, I believe that a more nuanced and balanced approach to advertising is necessary. While recognizing its economic value and potential for artistic expression, we must also address the negative impacts it can have on our individual and collective well-being. This may involve stricter regulations, increased transparency, and a greater emphasis on ethical and socially responsible advertising practices.Additionally, I believe that as individuals, we have a responsibility to cultivate a critical and discerning eye when it comes to the messages we consume. We must strive to be mindful consumers, questioning the underlying motives and potential biases inherent in advertisements, and making purchasing decisions that align with our values and priorities.In conclusion, my perspective on advertising is one of cautious optimism. I recognize its economic and cultural significance, but I am also deeply concerned about its potential to undermine our psychological, social, and ethical well-being. By addressing these concerns and promoting a more balanced and responsible approach to advertising, we can harness its power while mitigating its negative consequences, ultimately creating a society that is more aligned with our collective values and aspirations.。

和advertising有关的单词：1.Advertising广告广告活动2.Ads 广告物3.Account Executive 客户主管4.account 客户项目5.account planning 客户策划6.Account Services 客户部7.account service 客户服务8.Art Director美术指导9.advertising campaign 广告活动10.advertising agency 广告代理商11.4A ( American association of advertising agencies) 美国广告代理商协会12.above-the-line advertising 线上广告.广告代理商能从媒介获得代理费的广告13.regulatory matters广告规章和法规14.agency profit management利润管理15.advertising department 广告部16.airport advertising 机场广告17.Appeal 诉求18.area sampling 区域抽样19.Audience 受众.接受广告的公众,也就是广告的对象20.audience composition 受众构成21.audience share 受众份额22.audio-visual advertising 视听广告23.Audit Bureau of Circulation 销数审计局.1914年始创于美国（简称ABC）24.Animation 动画25.advertising letter 或sales letter广告函。

对待广告应采取什么态度的英文作文全文共3篇示例，供读者参考篇1When it comes to advertisements, people often have mixed feelings. Some view them as annoying interruptions, while others see them as informative and entertaining. However, no matter what your opinion is, it is important to adopt the right attitude towards ads.First and foremost, it is essential to recognize the purpose of advertisements. Companies use ads to promote their products or services and attract potential customers. In a way, advertisements provide valuable information about new products and trends in the market. Therefore, instead of dismissing ads as a nuisance, try to appreciate the effort that goes into creating them and the benefits they can bring.Moreover, it is crucial to be critical of advertisements. Not all ads are honest and reliable. Some may exaggerate the benefits of a product or mislead consumers with false claims. It is important to approach ads with a discerning eye and not take everything at face value. Do your own research and consider thecredibility of the source before making a purchasing decision based on an ad.At the same time, it is important to remember that advertisements are a form of persuasion. They are designed to appeal to our emotions and influence our behavior. It is essential to be aware of these tactics and not let yourself be easily swayed by flashy ads or celebrity endorsements. Take the time to evaluate the product or service based on its merits rather than its marketing campaign.In addition, it is important to respect the boundaries of advertisements. While it is acceptable for companies to promote their products, it is not okay for ads to invade our personal space or disrupt our daily lives. Be mindful of the impact of ads on your mental and emotional well-being, and take steps to limit your exposure to intrusive or irrelevant ads.Overall, the key to dealing with advertisements is to strike a balance between appreciation and skepticism. Acknowledge the role that ads play in our consumer culture, but also approach them with a critical mindset and a healthy dose of skepticism. By adopting the right attitude towards ads, you can make more informed choices as a consumer and protect yourself from beingmisled or manipulated. Remember, not all that glitters is gold, and not all ads are as good as they claim to be.篇2Advertising is everywhere in today's society, from television commercials to online pop-up ads to billboards on the highway. It is a pervasive and often unavoidable aspect of modern life. While some people may view advertising as intrusive or annoying, others see it as a necessary part of the economy and a valuable source of information.When it comes to how we should approach advertising, there are a few key attitudes that we can adopt. Firstly, it is important to be critical of the messages that advertisements convey. Many ads are designed to manipulate our emotions and persuade us to buy a product or service, often using deceptive or misleading tactics. By being aware of these techniques and questioning the information presented in ads, we can avoid being taken advantage of by advertisers.At the same time, it is also important to recognize the positive aspects of advertising. For one, ads can be a valuable source of information about products and services that we may be interested in. They can help us make informed decisionsabout what to buy and where to buy it. Additionally, advertising plays a crucial role in the economy, driving consumer spending and promoting competition among businesses.Another attitude that we can take towards advertising is to be mindful of the impact it has on our mental health andwell-being. The constant bombardment of ads can be overwhelming and contribute to feelings of inadequacy or dissatisfaction with our lives. It is important to set boundaries with advertising and limit our exposure to it when possible.Overall, the best approach to advertising is to strike a balance between skepticism and appreciation. By being critical of the messages that ads convey, while also recognizing the value they provide, we can navigate the world of advertising with a healthy and informed mindset.篇3The Attitude towards AdvertisementAdvertisement, as a ubiquitous presence in our daily lives, plays a crucial role in shaping our consumption behavior and influencing our perceptions. However, the effectiveness and ethics of advertising have sparked debates among the public. Some argue that advertisement is manipulative and misleading,while others believe it is a necessary tool for businesses to promote their products and services. In my opinion, the key to dealing with advertisements is to adopt a critical and discerning attitude.First and foremost, it is essential to recognize that advertisements are designed to persuade and convince consumers to purchase certain products or services. Marketing techniques such as emotional appeals, celebrity endorsements, and exaggerated claims are commonly used to capture the attention of the audience and create a desire for the advertised products. As consumers, we need to be aware of these tactics and approach advertisements with a critical eye. Instead of taking the claims at face value, we should evaluate the information presented in the ads and consider whether the products or services truly meet our needs and expectations.Moreover, it is important to be mindful of the potential negative effects of advertisements on our well-being. The constant exposure to ads promoting unrealistic beauty standards, unhealthy food choices, and materialistic values can lead to feelings of inadequacy, dissatisfaction, and impulsivity. By being aware of the persuasive nature of advertisements, we can protect ourselves from falling into the trap of compulsive buyingand damaging our self-esteem. It is crucial to remind ourselves that we are not defined by the products we own or the brands we consume.Furthermore, as consumers, we have the power to demand transparency and accountability from advertisers. In today's digital age, where information spreads rapidly through social media and online platforms, companies are under increasing pressure to be honest and ethical in their marketing practices. If we come across misleading or deceptive advertisements, we can report them to the relevant authorities or share our concerns with other consumers. By holding advertisers accountable for their actions, we can contribute to creating a more ethical and responsible advertising industry.In conclusion, the key to dealing with advertisements is to maintain a critical and discerning attitude. By being aware of the persuasive techniques used in advertising, being mindful of the potential negative effects of ads on our well-being, and demanding transparency and accountability from advertisers, we can navigate the complex world of advertising more effectively. Ultimately, it is up to us as consumers to make informed choices and ensure that advertising serves its intended purpose of informing and persuading, rather than manipulating anddeceiving. By approaching advertisements with a critical mind, we can protect ourselves from falling prey to the influence of marketing and make decisions that align with our values and beliefs.。

Advertising on the Internet by Margrethe Dal ThomsenDissertation submitted to The University of Westminister For the Masters Degree in Marketing, September 1996- Preface -Many companies believe they know how the Internet works after reading an Internet book. This is not possible. The Internet requires learning by doing. The best advice is, get on-line and get a feeling of what is happening on the Internet. That is the first step to becoming a successful advertiser on the Internet.This dissertation is written for advertisers, advertising executives and marketers with the aim of helping them to understand the Internet’s potential as an advertising medium. After experimenting the Internet and reading this dissertation the reader should have a general knowledge of interactive advertising strategies and be able to make effective persuasive and profitable Internet advertising.- Acknowledgement -I would like to thank the following people who were instrumental to the success of this dissertation.∙My supervisor, Peter Croissant for his time, contribution to and help with the dissertation.∙My previous boss from Lintas Werbeagentur GmbH in Hamburg, Sven Kuhlbrodt, now Marketing Director Continental Europe for Fidelity Investments. He encouraged me to write about Internet advertising. He has been a great support throughout the dissertation∙My friend Tamsin Edwards, previous Trade Mark Attorney in Australia, who throughout the Masters has been a great teammate. She helped me in my dissertation research, especially by introducing me to people, who worked in the fields of multimedia.∙My MBA teammate, Yoriko Matsuda, previous Account Executive in Dentsu Advertising Agency in Japan, with whom I shared and partly gathered my multimedia research with. Our discussions enabled me to get a better perspective of the technological world.∙My working colleges Lee Wills, Art Director at Powerhouse Creative Services for the art and design work of the front page.∙My friend Jean Philippe Roux, MBA, who not only shared his computer knowledge with me, but also managed to do the impossible - cutting down several thosands words to met the word limit.∙My friend Peter Gronne, whom I met through the Internet while conducting this dissertation. He has been a great help in all aspects.∙The 9 private Danish companies and funds, who financially supported part of my Masters in Marketing.All the people who participated in my interviews.- Table of Contents -PrefaceAcknowledgementTable of ContentExecutive SummaryCHAPTER ONE: INTRODUCTION . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 1 1.1. Introduction. . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 1 1.2. Problem definition . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 3 1.3. Dissertation plan. . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 4 1.4. Limitations . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 4 CHAPTER TWO: RESEARCH METHODOLOGY . . . . . . . . . . . . . . . . . . . . . . . 5 2.1. Secondary Research . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 5 2.2. Primary Research . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 5 2.3. Construction . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 6 CHAPTER THREE: THE INTERNET . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . .9 3.1. The history of the Internet . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . .9 3.2. The development of the World Wide Web (WWW) . . . . . . . . . . . . . . . . . . . . . . .9 3.3. Internet technology and its limitations. . . . . . . . . . . . . . . . . . . . . . . . . . . . . .10Basic Internet Equipment . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . .10 Bandwidth. . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . .11 Security issues . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . .11 Control . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . .12 Property rights . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . .12 Trademark protection. . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . .13 3.4. The Internet users. . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . .14Internet Demographics. . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . .14 Internet Usage . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . .16 3.5. Netiquette: Rules and restrictions for Internet advertising. . . . . . . . . . . . . . . . .19 3.6. Future trends and its impact on the Internet . . . . . . . . . . . . . . . . . . . . . . . . . . . . . .19Consumer trends. . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . .19 On-line shopping . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . .20 Advertising forecast. . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . .20 CHAPTER FOUR: COMMUNICATION STRATEGIES . . . . . . . . . . . . . . . . . . . 23 4.1. One way communication strategy . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . .23Mass communication. . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 23 4.2. Two Way communication . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . .24Direct Marketing. . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . .24 Interpersonal communication. . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . .24 Computer mediated communication . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . .25。

ambitions but their business cul t ure hasdeep provincial roots. They look back as much as forward. "We have existed since 1825 and have been doing the same thing since then," says Dieter Brand, chairman of the Sparkasse, or savings bank, in Bielefeld, the region's biggest town. In some sensesthe same is true of his corporate custom ers. Germany may have reformed and rearticulated its model in recent years. Butthe underlying skeleton is ancient, and perhaps inimitable.Two decades ago, the country seemed distinctly arthritic. The euphoria of unification in 1990 was followed by the sharpest recession since t he second world war.Some 50o,ooo manufacturing jobs were lost. Business was menaced by an overvalued n -mark, nimble Asian competitorsand unification's huge costs. The economy had become rigid and uncompetitive, moaned en t repreneurs. The then-president,Roman Herzog, cap t ured the zeitgeistin 1997 when he spoke of "the loss of economic dynamism, the torpor of society, an unbelievable mental depression". Reformers clamoured for elements of the Germanmodel, like vocational training and centralised wage bargaining, to be scrapped.Sha pi ng upInstead it was made more limber. Business outsourced some production to eastern Europe; fear of that process extracted concessions from German workers, who offeredflexibility on wages and work hoursin exchange for greater job security. In the subsequent decade manufacturing's shareof GDP rose even as it was falling elsewhere (see chart 3 on next page).In the early 2000s, with growth still inlow gear and unemployment in doubledigits, the then-chancellor, Gerhard Schroder, a Social Democrat, started another round of gruelling physiotherapy.His labour-market reforms reduced unemploymentbenefits and liberalised temporarywork. Since she became chancellor in2005 Mrs Merkel of the Christian Democrats has raised the pension age from 65 to67 and amended the constitution to require state and federal governments to cuttheir structural budget deficits to more or less zero (the template for what is now a Europe-wide agreement).Benefits thought to be sacrosanct were cut. Income inequality rose. But so did employment.Core workers in industrialfirms- the muscle behind Germany's manufacturing prowess- were not affected directly. But the rise in low-paid, insecure jobs has held down the cost of services, making it easier for factory workersto accept modest pay rises, points out Anke Hassel of the Hertie School of Governancein Berlin.The original assembly of the Germanmodel also dates to a recessionary crisis following hard on the heels of a unifica-I On the rebound 11GOP per pe r son,% change on p r evio u s yea r- Germany B rita i n- United States - E u r o a rea42+24----~----~----~----~- 6 1997 99 2001 03 05 07 09 * 1So u rc e: IM F • e sti ma te !for ecasttion: a 23-year-long slump starting in 1873,two years after Bismarck finally succeededin pulling Germany together into a single state. This Griindehrise and its prolongedaftermath forged new ideas about how capital, labour and the state should relateto one another.An 1884law created t he dual-board systemof corporate governance in its currentform, with a managing Vorstand answerableto a separate supervisory board.Among the supervisors were bankers,who provided "patient capital", and scientists, whose expertise was valued as highly.The vocational training system, set up during the 1880s, provided new producers of chemicals and machinery with skilled andloyal workers. Bismarck established the welfare state in part to cater to their needs.The way the health insurance systemworked required capital and labour to cooperate, paving the way for works councilsand, almost a century later, for mandatory representation for the workers on the supervisory boards of large companies.The "co-ordinated market economy"has withstood dictatorship, wars, revolutions and globalisation. It prizes trust, relyingon t he principle that nobody will"make full use of his freedom" by grabbing everything he can, says Wemer Abelshauser, an economic historian at the Universityof Bielefeld. Its elements are "soI Off balanceCur r e n t-accoun t ba l a n ces,% of GOP- Germany - E uro area - U ni t ed StatesBrita i n France - I ta l y8642~~~~~4-..--.-..-~~~~----~- 61997 99 2001 03 05 07 09 121So u r c e: IMF • Esti ma t e !Fore c a stThe Economist April 14th 2012tightly meshed", he has written, "that it would be difficult to replace any one of them wi t h an alien component."The trust and co-ordination may be national properties, but their roots are typicallyquite local. Before Bismarck, Germany's provinces, principalities andpalatinates often had rulers who werekeen to establish local industries. In 1678 Brandenburg's Great Elector gave Bielefeld the privilege of certifying the quality of lo cal linen, cementing its position as a cen t refor the textile trade. Centuries later Beckhoff's first customers made machines forthe furniture industry that had developedout of the crate-making trade that hadgrown with the export of textiles.Dozens of other regions can tell similar stories, and these concentrations have become part of the country's contemporary success. On a list of 100 clusters picked bythe European Cluster Observatory fortheir size, level of specialisation and loca tion in "innovative regions", Germany occupies 30 places.Germany experimented with American-style standardised production duringand after the second world war, which was one reason why it imported unskilledguest workers from Turkey and elsewhere. The Siren across the Atlantic called again in the 1990s and 2000s, urging Germany to deregulate, embrace services and maximise "shareholder value". When that callwas silenced by the financial crisis, "Germany had its consensus model to go backto," says Gustav Horn of the union-linked Macroeconomic Policy Institute.Small towns in GermanyHans Beckhoff, boss of the automation company that bears his name, does notcome off as a throwback. His silver-greyhair is modishly long, his collar unbuttoned.But some of his habits seem distinctlyold-fashioned. Take his approach todebt: he's against it. Investment in the companyis funded by him and his three siblings,the only shareholders. It is the samewith nearby Miele, a 113-year-old maker of kitchen equipment and white goods, with annual sales of €3 billion. This is not themost efficient way to run a company. With more leverage Mittelstand firms couldboost their pre-tax profit by several points, notes Arm in Schmiedeberg of Bain, a consultancy.He thinks they are wise not to.The point is not to maximise short-termprofit, says Markus Miele, a managing directora t his firm, bu t to aim at "where wewant to be when we hand over to the next generation." Mr Beckhoff says he fends off monthly offers to buy his company. Lack of financial ambition goes along with the observance of unwri tt en sumptuary laws."Families behind the Mittelstand live in an acceptable, modest and healthy way," saysMr Beckhoff.Maybe that is because they lean so ~~32 Briefing Germany's economic model~ heavily on the skilled workers the countryis so good at producing. Around half of German high-school students go on todual training in one of 344 trades, from tanner to dental technician. Many of t hecourses are set by unions and employers' federations. State and local governments provide the schools where apprentices get their theory. Chambers of commerce and industry run the exams. When foreignersask why youth unemployment is so low (just 8.2% compared wi t h Spain's so.s%), older Germans tou t the dual system.Young Germans are not so convinced; itis the first choice of just a fifth of highschool students, says Swen Binner of theBielefeld chamber of commerce. And thenumber of schoolleavers in owL is dropping by 2% a year while demand for skills is rising. Business is adapting by blurring the previously sharp distinction between vocationaland university training. Beckhoffnow offers "academic apprenticeships", which combine hands-on experience wi t h study at a technical university.The relationship between conscientious proprietors and diligent craftsmen isnot without conflict, but it is set in a governanceframework that contains disagree ments without stifling them, and can deliver flexibility. In the metal and electrical engineering sector, the heart of manufac turing, labour contracts still tend to be settledon an industry-wide basis (outsourcing trouble, as some bosses see it).Knowing what's kneadedThe entrepreneurs of owL are confidentthat global trends will continue to go their way. 5 billion people can reasonably aspire to join the 1 billion who are already well off, says Mr Beckhoff. It will take "a lot of engineering" to pull that off without environmentalruin and s t rife over resources,and t hat will provide ever more opportunities for manufacturers.As the aerospace industry turns to new materials like titanium and car makers shrink engines to boost efficiency, they provide machine-tool makers with new markets. And old markets can be refined as they grow. WP Kemper, a maker of baking equipment near Bielefeld, expects demand for dough to double over the next decade, as consumers in developing countries broaden their diets. The new generationof bakers will be unfamiliar with the mysteries of European bread, so Kemper is working on an "intelligent kneader" thatknows when dough is ready.Many Mittelstand firms are oligopolists, argues Mr Schmiedeberg, occupying niches so narrow that they attract few rivals. Increasingly, the niches are being defended with services, in t his context notthe term of derision it often is in manufacturingcircles. Beckhoff builds its own salesand maintenance networks, relying littleon dealers-unlike some of its non-Ger-I Making moreManufacturing,% o f G DP- Germany - I ta ly - E u roa r ea- United States Britain F r ance24222018 - 1614• ....... ~ 12 •10+1997 99 2001 03 05 07 09 10So u rc es: US B u r e au o f Econo mic Ana lys i s; Eu rost a tman competitors.The next stage is "hybrid value-added",in which the product is an outcome thatthe customer wants rather than the goodthat produces it. Wolf Heiztechnik of Bavaria is developing a contract under whichit sells t emperature control ra t her than heating equipment. "Every Chinese firmcan do the industrial part, not the whole hybrid," says Karl Lichtblau of IW Consult, a consultancy. Counting industry-related services, he reckons, manufacturing'sshare of GDP is more like 30% than 20%.In places like Bielefeld the future lookslike an extension of the past. Not everything changes at once, and institutions arethere to help out. When the machinebuilding department at Bielefeld's Universityof Applied Sciences looked in dangerof closing, industry drummed up interest among students to keep it open. IT's owL,a new initiative by machine builders, carpart suppliers and electronics companies, enlists universities to add intelligence to regionalproducts, like Kemper's smartkneader. "We are successful because we have companies behind us and companies ahead of us," says Mr Beckhoff. His advice to politicians: don't break the chain. But is the success of which he is justly proud enough? And is it something other countries can learn from?The platform for Germany's successI Paying lessUni t la b our c osts, t o tal economy, 2005=100B ri tain - Euro are a*- Uni t ed S t a t es - Germany12011010090807060,, , , , , , ,, , ,,, ,, , , ,,, , ..,1990 95 2000 05 10So u r c e: O E CD *Esti m ate 1990·94The Economist April 14th 2012looks precariously narrow. Vehicles, machines,electronic devices and chemicals account for more than half of Germany's exports, and exports provided nearly all Germany's growth from 2001 to 2007. Op timiststhink Germany can keep its shareof world trade, which grows twice as fast as global output, and thus stay ahead. Butthis is a big bet on a thin slice of the economy. Employment in manufacturingproper is less than a fifth of the total. In unglamorous,non-export oriented servicesGermany is in a much sorrier state. Stunted services depress incomes and investment. The OECD predicts that, as the population ages, potential growth will drop,falling below 1% by 2020. "The underlying issue is raising productivity in services and increasing wages in line with that," saysMr Tilford of the CER.Germany could do a lot more to perk up domestic demand. Deregulation of professionalservices would boost produc t ivityand inves t ment. Barriers to women working, including incentive-killing tax andbenefit regimes and a shortage of creches, should be removed. And Mr Tilford finds it "astonishing" that a country with a current-account surplus as big as Germany'sinsists on balancing its budget. Demographic decline could initially bea blessing, shifting power to workers as the workforce shrinks, with the subsequent increase in labour costs boosting domestic demand (see chart 4). Verdi, the services union, extracted a 6.3% pay rise from federal and municipal governments last month.In the engineering sector, where talks are under way, bosses are encountering amore assertive union. Domestic demand is expected to provide all this year's growth, partly because Germany's European trading partners are in such bad shape.Many of them would profit from becoming more like Germany in terms ofbuilding business success, but there are limits. Any leader with backing and boldness can imitate some of what Germanydid when its joints were stiffened, like raising the pension age (which France has onlyjust started on) or cutting social-security contributions, as Mr Sarkozy talks of do ing. Southern Europe's crash programmeof structural reform is partly inspired by Germany. The dual system may be exportable, though not overnight.But it is another matter to excel in highend capital goods or to assign to enterprise, unions and t he state roles that Germanyhas been practising, with disastrous interruptions,for more than a century. Duringthe crisis Italy introduced a short-time working scheme like Germany's, but the results were disappointing: Italian firmsand their workers could not mimic Germany's ordered flexibility. Germany canoffer lessons in how to get back into shape; but the essence of its model is rooted too deeply to be copied with ease. •。

本文部分内容来自网络整理，本司不为其真实性负责，如有异议或侵权请及时联系，本司将立即删除！== 本文为word格式，下载后可方便编辑和修改！ ==快,广告语篇一：经典广告语世界经典广告语欣赏英特尔：给电脑一颗奔腾的芯英特尔公司的微处理器最初只是被冠以x86，并没有自己的品牌，为了突出自己的品牌，从586后，电脑的运行速度就以奔腾多少来界定了。

据说英特尔公司为了推出自己的奔腾品牌，曾给各大电脑公司5％的返利，就是为了在他们的产品和包装上贴上“intel inside”的字样，而“给电脑一颗奔腾的芯”则一语双关，既突出了品牌又贴切地体现了奔腾微处理器功能和澎湃的驱动力。

丰田汽车：车到山前必有路，有路必有丰田车80年代，中国的道路上除了除了国产汽车就只有日本的进口车了。

丰田汽车作为日本最大的汽车公司自然在中国市场上执牛耳，而这句精彩的广告语则很符合当时的情况；巧妙的把中国的俗语结合起来，体现出自信和一股霸气，且朗朗上口。

如今，丰田汽车恐怕已经不敢再这样说大话了，但很多中国人还是记住了这句广告语。

金利来：男人的世界金利来的成功除了得益于一个好名字外还在于成功的定位，他们把自己的产品定位于成功和有身份的男士，多年来坚持不懈，终于成为男士服装中的精品，而这句广告语则画龙点睛一般准确体现了金利来的定位和核心价值。

沙宣洗发水：我的光彩来自你的风采沙宣是宝洁公司洗发水品牌中的后起之秀，他们请来国际著名美发专家维达沙宣做自己的品牌形象大使，并用维达？沙宣本人的名字作为品牌，从而树立起专业洗发、护发的形象，而“我的光彩来自你的风采”则有画龙点睛之感。

斯沃琪：腕上风景线提到瑞士的手表似乎只会联想到名贵的形象和精湛的工艺。

然而，面对日本手表的夹击，名贵的瑞士手表似乎风光不再。

斯沃琪的出现打破了这种不利的局面，他们以引领时尚和物美价廉的姿态出现，而且款式众多且生产数量有限，那鲜艳的色彩和精美的造型正如广告语所表现的那样：腕上风景线。

《经济学人·商论》七月刊免费文章火的发现和利用让人类从食物中获得了更多的营养，来供养更大的大脑和身体这些现代人类的标志。

谷歌的首席执行官桑达尔·皮查伊（Sundar Pichai）认为，他的公司对人工智能（AI）的开发比火的意义还要大。

“AI是人类正在做的最重要的事情之一，”今年早些时候他在加州的一次活动上说，“我猜，它的影响比电或火更加深远。

”DISCOVERING and harnessing fire unlocked more nutrition from food, feeding the bigger brains and bodies that are the hallmarks of modern humans. Google’s chief executive, Sundar Pichai, thinks his company’s development of artificial intelligence trumps tha t. “AI is one of the most important things that humanity is working on,” he told an event in California earlier this year. “It’s more profound than, I don’t know, electricity or fire.”撇开这种夸张的类比不说，谷歌的AI技术确实正变得愈发强大，对其业务也愈加重要。

但它对AI的应用也引发了争议，无论是在其员工内部还是在更广泛的AI圈里。

Hyperbolic analogies aside, Google’s AI techniques are becoming more powerful and more important to its business. But its use of AI is also generating controversy, both among its employees and the wider AI community.最近的一次争论围绕谷歌与美国国防部的合作展开。

on advertising作文英文回答：Advertising plays a significant role in our daily lives. It surrounds us everywhere we go, from billboards on the streets to commercials on television. It has become an integral part of modern society, influencing our choices, opinions, and behaviors. In this essay, I will discuss the impact of advertising and its effectiveness in persuading consumers.To begin with, advertising is a powerful tool for companies to promote their products or services. Through various mediums such as television, radio, and social media, companies can reach a wide audience and create brand awareness. For example, a catchy jingle or a memorable slogan can stick in our minds and make us more likely to choose a particular brand. Moreover, advertising helps to educate consumers about new products and their benefits. It provides information about the features, uses, and pricesof products, enabling consumers to make informed decisions.However, advertising is not without its drawbacks. One major concern is the manipulation of consumers' emotions and desires. Advertisements often use persuasive techniques to create a sense of need or desire for a product. They appeal to our emotions, making us believe that buying a certain product will make us happier, more attractive, or more successful. This can lead to impulsive buying and overspending, as consumers are influenced by the emotional appeal of advertisements rather than their actual needs.Furthermore, advertising can perpetuate stereotypes and unrealistic beauty standards. Many advertisements portray women as objects of desire, emphasizing their physical appearance and promoting unrealistic body ideals. This can have a negative impact on individuals' self-esteem and body image, especially among young people. Additionally, advertising can create a culture of materialism and consumerism, where the pursuit of material possessions becomes the primary goal in life.In conclusion, advertising is a powerful force that shapes our society and influences our choices. While it serves as a means for companies to promote their products and educate consumers, it also has its downsides. It can manipulate our emotions, perpetuate stereotypes, and foster a culture of materialism. As consumers, it is important for us to be critical and discerning, and not let advertising dictate our choices and values.中文回答：广告在我们日常生活中扮演着重要的角色。