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  3. China’s top legislature has recently implemented an amendment to the Adverti

China’s top legislature has recently implemented an amendment to the Adverti

游客2024-11-07  7
问题     China’s top legislature has recently implemented an amendment to the Advertising Law that states minors under the age of 10 should not be advertising endorsers. According to the amendment, companies that use children under this age as spokespersons in advertisements will be fined. The following are opinions on whether it is proper to use children as endorsers. Read them carefully and write your response in NO LESS THAN 300 words, in which you should:
    1. summarize briefly the arguments on both sides;
    2. give your comment.
Ye Qingcheng (Beijing Times)
    Despite various bans on child actors and actresses, they are always popular with the public because of their cuteness. Childhood, however, is supposed to be a period of time when children play and learn, and even if they are talented in acting, their talent should not be overused. Otherwise, they may end up paying for this lost time when they grow up. In this sense, a ban on children’s commercial endorsements really aims to protect minors from being negatively impacted by commercial activities.
    When a child has gained fame by acting in movies or in televised entertainment programs, he or she will be able to capitalize on his or her reputation. A short commercial on TV can bring in a huge amount of money. Too much entertainment engagement may be more than a child can bear, psychologically and physically, but a hefty paycheck looks attractive to the child’s family. In most cases, these child stars will be overly consumed.
    The proposed endorsement ban does not totally forbid children to act in commercials. They are banned only from playing the lead role and speaking for a certain product in their own names. Striking a balance between happy childhood and the demands of being a child star is a delicate balancing act for parents and advertising agencies. We do hope that we can protect child stars’ growing years while the audience can still enjoy their excellent performances.
Bian Guanghun (Yanzhao Metropolis Daily)
    Generally speaking, children under the age of 10 possess only a simple understanding of social events. However, when they become advertising endorsers, they have to face events beyond their cognitive capacity. In most cases, they don’t actually know how the products they speak for are used. They say and do what the businesses pay them to say and do. Therefore, it’s quite doubtful whether the products these child stars speak for are reliable or not.
    Some companies using child endorsers intend to mislead these endorsers’ peers. The products may not be as good as are exaggerated in advertisements. These businesses hope their products will impress other children when they see child stars are using them. They will then ask their parents to buy this or that product for them.
Ye Zhusheng (The Beijing News)
    Endorsing an advertisement does not necessarily violate minors’ rights and interests. It’s thus improper to forbid all such commercial activities among children. The minors and their parents should be given the right to decide whether to do the job after fully analyzing the advantages and disadvantages of being an advertising endorser. Otherwise, instead of protecting minors’ interests, the law will restrict their freedom and rights.
    Meanwhile, endorsements are usually conducted by celebrities. When it is stipulated by law that minors under the age of 10 should not be chosen as advertising endorsers, we don’t know whether only well-known child stars are forbidden or ordinary children under this age are also in the category. Therefore, in the process of implementation, there might be some specific problems.
选项
答案             Children Speak Loader Than Adults Sometimes
    Advertising is one of the most important channels to show consumers new products and services in the market Hiring a spokesperson, especially celebrities, for a product will no doubt add to its fame and popularity. However, China has recently banned minors under the age of 10 from being advertising endorsers, which has triggered widespread attention of the media.
    This legislation has aroused discussion among the public. Some believe that it protects children from the allurement of money and fame. The legislation also gains support from those who hold that children under 10 are too small to tell the quality of the goods they advertise for, adding the possibility of fraud advertising. But the opponents argue that the decision is a restriction on minors’ rights and freedom as minors and their parents should have the right to decide whether to endorse an ad or not.
    I believe that it is not a good idea to ban children under 10 years old from being spokesman. Firstly, allowing children shooting advertisements does not necessarily lead to the child’s and the family’s obsession into money and fame, in the same vein, banning minors from advertisements do not necessarily guarantee favorable conditions free from the lure of money and fame. Instead of imposing a ban, the key lies in finding a way to strike a balance and avoid over consume the talents of the children. Just think about the children actors and actresses in TV series and films. I believe a proper arrangement can be found in advertisement industry as well. Secondly, children’s commercial endorsements are more persuasive in advertising products that are designed for children, such as children’s drinks, clothes and toys. It is hard to imagine how many parents would buy a dress for their 7-year-old daughter just by watching an adult telling you how beautiful it will look like.
    In conclusion, I believe children spokesmen have their advantages in promoting certain products and they should not be banned from shooting ads under proper guidance.
解析     题目提到中国近日的一项修正案明确禁止10岁以下的儿童代言广告。材料给出三个人对于“能否让儿童做广告代言”的看法。前两个人支持这一政策，而最后一个人则持反对意见。
    前两个人之所以反对儿童做广告代言，主要有以下两方面的理由。对儿童自身而言，首先，童年本该是孩子学习和玩耍的时光，他们的天赋不该被过度消耗(their talent should not be overused)；其次，太多的广告机会超出孩子的身心承受能力。使他们筋疲力尽(overly consumed)；最后，儿童代言可能会使孩子遭受商业活动的不良影响(negatively impacted by commercial activities)。对社会而言，由于很多广告超出儿童的认知能力(beyond their cognitive capacity)，他们只是听任商家的要求，而没有独立的辨识能力，因此儿童代言的产品是否值得信赖(reliable or not)有待证实。而且，儿童代言往往会误导其同龄孩子(mislead these endorsers’peers)。
    反对这一禁令的人则认为，儿童和家长可以权衡利弊，他们有权决定是否参与代言(given the right to decide)，而这一禁令限制了他们的自由和权利(restrict their freedom and rights)。而且，禁令没有明确指明对象是有名气的小孩，还是包括普通孩子，因此实施(implementation)也存在问题。
    开篇：从广告的作用着笔，引出中国近日颁布的禁止10岁以下儿童代言的法律，由此引出文章的话题——能否让儿童做广告代言。
    主体：概括材料中的正反观点；提出自己的看法——不该禁止儿童代言，并从两方面阐释原因。
    1．广告界可以从影视界学习，找到合理的安排。
    2．儿童代言某些产品更有优势。
    结尾：总结全文，重申儿童代言的合理性。
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