An Advertisement With a Famous Person in It

Part 3 追问

这些是考官在该题卡之后提出的讨论题，已编写范文的题目附有参考答案。

1. 1. Where do people often see advertisements?

   2026年9–12月
   查看这道题的6.5 / 7.0 / 7.5三档对比

   6.5 分

   The 6.5 answer opens with a general statement ('almost everywhere') and lists examples with 'and', closing with a simple 'Basically' summary.6.5分范文以一个笼统的陈述开头('almost everywhere'),用'and'列举例子,最后以简单的'Basically'总结收尾。

   People see advertisements almost everywhere these days. On my way to work, I usually see a logo on someone's motorbike helmet, an advert on the back of a bus, a banner on the bridge, and then the first thing on my phone screen when I unlock it. Online is probably the biggest place now — inside apps, before videos, and in search results. There are also traditional places like television, billboards, shop windows, buses, and product packaging. Basically, the question is not where you see ads, but where you don't.

   查看中文翻译

   如今人们几乎在任何地方都能看到广告。上班路上,我常常会看到有人摩托车头盔上的标志、公交车尾的广告、桥上的横幅广告,还有解锁手机时屏幕上跳出的第一条信息。如今网络大概是最大的广告阵地——应用程序里、视频播放前、搜索结果中都有。此外还有电视、广告牌、橱窗、公交车和产品包装等传统渠道。基本上,问题不是你会在哪里看到广告,而是你在哪里看不到广告。

   为什么是这个分数

   • FC“On my way to work, I usually see” — This is a plain, direct way of introducing a personal example; a higher band would likely use a more vivid framing device, such as describing an actual count of the sightings.这是一种平实、直接的方式来引出个人例子;更高分的范文可能会使用更生动的叙述手法,比如具体描述自己数过看到广告的次数。
   • LR“almost everywhere” — 'Almost everywhere' is a common, general phrase; a higher band would likely intensify or vary this with a more specific claim, such as naming an exact number of ads spotted.'Almost everywhere'是一个常见而笼统的说法;更高分的范文可能会通过更具体的说法来强化或变化表达,比如说出确切看到了多少条广告。
   • GRA“There are also traditional places like television, billboards, shop windows, buses, and product packaging” — This sentence lists five examples joined only with commas and 'and', a fairly basic listing structure rather than a dash-marked, more compact list.这句话用逗号和'and'连接列出了五个例子,是相当基础的列举结构,而不是用破折号标示的、更紧凑的列举方式。

   7.0 分

   The 7.0 answer opens with 'Honestly' and adds the extra category 'sponsored events and even products placed inside films', showing a wider range of examples than the 6.5 answer's shorter list.7.0分范文以'Honestly'开头,并增加了'sponsored events and even products placed inside films'这一额外类别,比6.5分范文更短的列举展示了更广的例子范围。

   Honestly, people see advertisements pretty much everywhere now. On my commute alone, I usually notice a logo on a motorbike helmet, an advert on the back of a bus, a banner across the bridge, and then the first thing my phone shows me when I unlock it. Online is probably the biggest space these days, inside apps, before videos, and scattered through search results. There are still the traditional places too, like television, billboards, shop fronts and packaging, plus sponsored events and even products placed inside films. In a city like mine, I'd say the real question isn't where you see ads, but where you don't.

   查看中文翻译

   说实话,现在人们几乎在任何地方都能看到广告。仅仅是上班路上,我就常常注意到摩托车头盔上的标志、公交车尾的广告、横跨桥面的横幅广告,还有解锁手机时屏幕上跳出的第一条信息。如今网络大概是最大的广告空间,应用程序里、视频播放前、搜索结果里到处都是。传统渠道也依然存在,比如电视、广告牌、店面和包装,再加上赞助活动,甚至电影里植入的产品。在我住的这种城市里,我觉得真正的问题不是你会在哪里看到广告,而是哪里看不到。

   为什么是这个分数

   • FC“Honestly, people see advertisements pretty much everywhere now” — The spoken opener 'Honestly' plus the informal intensifier 'pretty much' shows more natural, reflective framing than the plain factual opener typical of a 6.5 answer.口语化的开头'Honestly'加上非正式的强调语'pretty much',展现出比6.5分范文常见的平铺直叙开头更自然、更具反思性的表达方式。
   • LR“scattered through search results” — 'Scattered through' is a more vivid, precise collocation than the plainer phrase used at 6.5, 'in search results'.'Scattered through'是比6.5分范文中较为平实的说法'in search results'更生动、更精确的搭配。
   • GRA“plus sponsored events and even products placed inside films” — A prepositional phrase beginning with 'plus' is added onto the list economically, extending the sentence rather than starting a new one, showing more sentence-combining control than the shorter, separate sentences at 6.5.以'plus'开头的介词短语被经济地添加到列举内容之后,延伸了原句而不是另起一句,这比6.5分范文中较短的独立句子展现出更强的句子整合能力。

   7.5 分

   The 7.5 answer opens with a vivid personal anecdote of literally counting the ads on a commute, uses the precise phrase 'people paid to look spontaneous', and closes with the evaluative, almost witty claim that 'the only honest answer is the sea'.7.5分范文以一段生动的个人轶事开头——真的在通勤路上数广告数量,使用了精准的表达'people paid to look spontaneous',并以近乎机智的评价性结论'the only honest answer is the sea'收尾。

   I actually counted once on my commute: a logo on the motorbike helmet ahead of me, the back of a bus, a banner strung across the bridge, the screen inside the café, and the first thing my phone showed me the moment I unlocked it — five before I'd even reached the office. Online is easily the biggest space now: inside apps, before videos, scattered through search results, in the posts of people paid to look spontaneous. Then come the traditional spots — television, billboards, shop fronts, buses, sports shirts, packaging — plus sponsored events and the quieter kind, products slipped into films and shows. In a city like mine, the real question isn't where you see them, but where you don't, and about the only honest answer is the sea.

   查看中文翻译

   有一次上班路上我真的数了一下:前面摩托车头盔上的标志、公交车尾的广告、横跨桥面挂着的横幅、咖啡馆里的屏幕,还有解锁手机那一刻屏幕上跳出的第一条信息——还没到办公室,就已经数到了五个。如今网络无疑是最大的广告空间:应用程序里、视频播放前、搜索结果里到处都是,还藏在那些被雇来"看起来很随性"的人发的帖子里。接着是传统场所——电视、广告牌、店面、公交车、运动衫、包装——再加上赞助活动,以及更隐蔽的一种:悄悄植入电影和剧集里的产品。在我住的这种城市里,真正的问题不是你会在哪里看到广告,而是哪里看不到,而唯一诚实的答案大概就是大海了。

   为什么是这个分数

   • FC“I actually counted once on my commute” — Opening with a concrete narrative action (counting) rather than a general statement is a more vivid, essay-like framing device than the flat opener typical of a 6.5 or 7.0 answer.以一个具体的叙事动作(数数)而不是一句笼统的陈述开头,是一种比6.5或7.0分范文常见的平淡开头更生动、更具文章感的叙述手法。
   • LR“the posts of people paid to look spontaneous” — This is a precise, slightly ironic collocation describing sponsored content, a more sophisticated and less-common phrase than the plainer list of ad locations used at the lower bands.这是一个精准、略带反讽意味的搭配,用来描述赞助内容,比低分范文中较为平实的广告位置列举更为高级、更不常见。
   • GRA“five before I'd even reached the office” — A past-perfect construction ('I'd even reached') inside a compact time clause adds a vivid detail economically, a more flexible structure than the plainer, separated sentences a 6.5 answer would use for the same idea.一个过去完成时结构('I'd even reached')嵌入在紧凑的时间从句里,以经济的方式增添了生动的细节,比6.5分范文用来表达同一想法时较为平实、分开的句子更加灵活。

2. 2. Why do companies sometimes use famous people to advertise things?

   2026年9–12月
   查看这道题的6.5 / 7.0 / 7.5三档对比

   6.5 分

   The 6.5 answer opens with 'I think it's because' and lists reasons with 'also', ending with a plain 'The risk is that' final sentence.6.5分范文以'I think it's because'开头,用'also'列举理由,最后以平实的'The risk is that'句子收尾。

   I think it's because attention and trust can both be bought, and a famous face has both. For example, a cardboard picture of Messi at a shop stops my little nephew every morning, and no random stranger's photo could do that. People also unconsciously connect what they feel about the celebrity to the product, so if people admire Messi, the product seems better too. Famous people also let a brand show a certain personality quickly, like funny or elegant, depending on who they choose. The risk is that if the celebrity does something bad, the brand can be damaged too.

   查看中文翻译

   我认为这是因为关注度和信任感都是可以"买"来的,而名人恰好两者兼具。比如,店里一张梅西的纸板人像每天早上都能让我的小侄子驻足,换成随便哪个陌生人的照片可做不到这一点。人们还会不自觉地把自己对名人的感觉转移到产品上,所以如果大家崇拜梅西,产品似乎也会显得更好。名人还能让品牌迅速展现某种性格,比如幽默或优雅,这取决于品牌选了谁代言。风险在于,如果这位名人做了什么坏事,品牌形象也可能因此受损。

   为什么是这个分数

   • FC“no random stranger's photo could do that” — This is a plain, literal comparison; a higher band would likely phrase the same idea with a more compact, idiomatic label such as 'borrowed attention'.这是一种平实、直白的比较;更高分的范文可能会用更凝练、更地道的说法来表达同一想法,比如'borrowed attention'。
   • LR“stops my little nephew every morning” — 'Stops' is used fairly plainly here; a higher band would likely intensify this with 'every single morning' for extra emphasis, a more natural spoken pattern.这里'stops'的用法相当平实;更高分的范文可能会用'every single morning'来加强语气,这是一种更自然的口语化表达。
   • GRA“The risk is that if the celebrity does something bad, the brand can be damaged too” — This closing sentence uses 'if... can' for a simple conditional, a basic structure rather than a more advanced clause with an inserted comment like 'of course'.这句结尾用'if... can'构成简单的条件句,是一种基础结构,而不是插入'of course'这类评论的更高阶从句。

   7.0 分

   The 7.0 answer adds the inserted aside 'in a sense' and 'of course', and names the phenomenon directly as 'borrowed attention', showing more precise, reflective labelling than the 6.5 answer.7.0分范文加入了插入语'in a sense'和'of course',并直接将这种现象命名为'borrowed attention',比6.5分范文展现出更精准、更具反思性的概括方式。

   I'd say it's because attention and trust are both, in a sense, for sale, and a famous face carries both. The cardboard Messi at our local shop stops my nephew every single morning, which no random stranger's photo could ever manage — that's basically borrowed attention. People also unconsciously transfer what they feel about a celebrity onto the product, so since Messi is widely admired, the crisps somehow seem more admirable too. Famous people let a brand express a personality quickly as well, funny, elegant, tough, depending on who's hired. There's also a global shortcut in it, since one well-known footballer can save a company from making a different advert for every country. The risk, of course, is that the celebrity misbehaves and drags the brand down with them.

   查看中文翻译

   我想说这是因为关注度和信任感在某种意义上都是可以"出售"的,而一张名人的脸恰好两者兼备。我们家附近那张梅西的纸板人像每天早上都能让我侄子驻足,换成随便哪个陌生人的照片绝对做不到——这基本上就是"借来的关注"。人们还会不自觉地把对名人的感觉转移到产品上,所以既然梅西广受敬仰,薯片似乎也莫名地显得更值得敬仰了。名人还能让品牌迅速表达某种性格,幽默、优雅、强悍,取决于请的是谁。这里面还有一种全球性的捷径,因为一位举世闻名的足球运动员能让公司省去为每个国家单独拍广告的麻烦。当然,风险在于这位名人做出出格的行为,把品牌也一并拖下水。

   为什么是这个分数

   • FC“that's basically borrowed attention” — Naming the phenomenon directly with the compact label 'borrowed attention' is a more precise, essay-like move than the plainer comparison used at 6.5, 'no random stranger's photo could do that'.用简洁的标签'borrowed attention'直接为这一现象命名,是一种比6.5分范文中较为平实的比较'no random stranger's photo could do that'更精准、更具文章笔法的处理方式。
   • LR“a global shortcut” — 'A global shortcut' is a precise, compact collocation for saving effort across markets, more specific than a plainer phrase such as 'easier for different countries'.'A global shortcut'是一个精准、凝练的搭配,用来表达在不同市场省力的意思,比'easier for different countries'这类较为平实的说法更具体。
   • GRA“The risk, of course, is that the celebrity misbehaves and drags the brand down with them” — Inserting the aside 'of course' between the subject and verb shows a more natural, conversational rhythm than the plainer conditional sentence used at 6.5.在主语和动词之间插入'of course'这一插入语,展现出比6.5分范文中较为平实的条件句更自然、更口语化的节奏。

   7.5 分

   The 7.5 answer opens directly with 'Because', extends the metaphor to 'borrowed attention in its purest form', and closes with the precise detail that 'contracts now quietly plan for it'.7.5分范文直接以'Because'开头,将比喻延伸为'borrowed attention in its purest form',并以精准的细节'contracts now quietly plan for it'收尾。

   Because attention and trust are both, in a sense, for sale, and a famous face carries both at once. The cardboard Messi outside our local shop stops my nephew every single morning, something no cardboard stranger could ever manage — that's borrowed attention in its purest form. People also unconsciously transfer what they feel about the celebrity onto the product; Messi is admired, so the crisps somehow inherit a little of that admiration. Famous faces let a brand express a personality quickly too — funny, elegant, tough — depending on who's signed up. There's a genuine global shortcut in it as well, since a footballer known everywhere spares a company from tailoring a different advert to every market. The catch is that the person eventually misbehaves and drags the brand down with them, which happens often enough that contracts now quietly plan for it.

   查看中文翻译

   因为在某种意义上,关注度和信任感都是可以"出售"的,而一张名人的脸恰好能同时兼具两者。店门口那张梅西的纸板人像每天早上都能让我侄子驻足,换成随便哪个陌生人的纸板人像绝对做不到——这就是最纯粹形式的"借来的关注"。人们还会不自觉地把对名人的感觉转移到产品上;梅西受人敬仰,于是薯片似乎也莫名地继承了一点这份敬仰。名人的脸还能让品牌迅速表达一种性格——幽默、优雅、强悍——取决于签下的是谁。这里面还有一种真正的全球性捷径,因为一位家喻户晓的足球运动员能让公司省去为每个市场量身定制广告的麻烦。问题在于,这位名人迟早会做出出格的行为,把品牌一并拖下水,而这种情况发生得如此频繁,以至于如今的合同都悄悄为此做好了准备。

   为什么是这个分数

   • FC“that's borrowed attention in its purest form” — Extending the compact label from 7.0 with 'in its purest form' is a more developed, precise version of the same metaphor, showing finer control over figurative language than the shorter phrase used at 7.0.在7.0分那个凝练的标签后加上'in its purest form'进行延伸,是对同一比喻更充分、更精准的展开,比7.0分范文中较短的说法展现出更精细的修辞掌控力。
   • LR“spares a company from tailoring a different advert to every market” — 'Tailoring' used metaphorically for customising something to fit is a precise, less-common verb, more vivid than the plainer phrase used at 6.5, 'making a different advert for every country'.'Tailoring'被用作隐喻,表示为适配需求而定制,是一个精准、不常见的动词,比6.5分范文中较为平实的说法'making a different advert for every country'更生动。
   • GRA“which happens often enough that contracts now quietly plan for it” — A non-restrictive relative clause ('which happens often enough that...') is tacked onto the end of the sentence to add a final specific detail, a more compact structure than starting a new sentence for the same idea, as the lower bands do.一个非限定性定语从句('which happens often enough that...')被附加在句末,增添了最后一个具体细节,比低分范文为同一想法另起一句更紧凑。

3. 3. Which is better for companies to spend money on, advertising online or advertising in public places?

   2026年9–12月
   查看这道题的6.5 / 7.0 / 7.5三档对比

   6.5 分

   The 6.5 answer opens with a direct conditional opinion ('depends on whether') and gives one example joined by 'while', closing with a plain two-part 'So... but' summary.6.5分范文以直接的条件式观点开头('depends on whether'),用'while'连接给出一个例子,最后以平实的两段式'So... but'总结收尾。

   I think it depends on whether the company knows exactly who they want to reach. For example, for a seafood client I worked with, a banner on a bridge was seen by the whole city, including people who had never thought about the brand before, while the online adverts only reached people who were already searching for fish. Online advertising is easy to measure — you know who saw it and what they did next. Public advertising is expensive and hard to measure, but it reaches more people, including those who block ads on their phone. So for a local business, public space still matters, but for something sold only online, online advertising wins.

   查看中文翻译

   我认为这取决于公司是否清楚自己想要触达的具体人群。举个例子,我合作过的一个海鲜客户,桥上的一条广告横幅被全城的人看到,包括那些以前从未想过这个品牌的人,而线上广告则只能触达那些本来就在搜索海鲜的人。线上广告很容易衡量效果——你知道谁看了广告、之后做了什么。户外广告成本高、难以衡量,但它能触达更多人,包括那些手机上屏蔽了广告的人。所以对本地实体生意来说,户外空间依然重要,但对只在线上销售的产品来说,线上广告更胜一筹。

   为什么是这个分数

   • FC“Online advertising is easy to measure” — 'Easy to measure' is plain, everyday wording; a higher band would likely use a more precise pair of adjectives, such as 'measurable and precise'.'Easy to measure'是平实的日常用语;更高分的范文可能会使用更精准的形容词组合,比如'measurable and precise'。
   • LR“hard to measure” — This is a plain, general adjective; a higher band would likely intensify this with a stronger word such as 'impossible to measure properly'.这是一个平实、笼统的形容词;更高分的范文可能会用更强烈的表达来加强语气,比如'impossible to measure properly'。
   • GRA“So for a local business, public space still matters, but for something sold only online, online advertising wins” — This closing sentence links two ideas with 'so... but', a fairly basic contrast structure rather than a semicolon-marked, more compact conclusion.这句结尾用'so... but'连接两个想法,是相当基础的对比结构,而不是用分号标示的、更紧凑的结论。

   7.0 分

   The 7.0 answer adds the hedge 'I'd say' and the concessive 'though very efficiently', plus a conditional clause ('if it's not working') that shows more nuanced reasoning than the flatter 6.5 statement.7.0分范文加入了缓和语'I'd say'和让步说法'though very efficiently',还有一个条件从句('if it's not working'),比6.5分范文更平铺直叙的表述展现出更细腻的推理。

   It really depends on whether the company knows who it wants, I'd say. For the seafood client, the banner on the Hàn river bridge was seen by the whole city, including people who'd never thought about the brand, whereas the online campaign reached only people already searching for fish, though very efficiently. Online advertising is measurable and precise, you know exactly who saw it and what they did next, and you can stop it tomorrow if it's not working. Public advertising is blunt, expensive, and basically impossible to measure, but it builds familiarity and reaches everyone, including people who block ads on their phones. For a local business with a physical product, public space still matters, whereas for anything sold through a screen, online generally wins.

   查看中文翻译

   我想说,这真的取决于公司是否清楚自己想要触达的对象。就那个海鲜客户来说,韩江大桥上的广告横幅被全城的人看到,包括那些从未想过这个品牌的人,而线上广告活动则只触达了本来就在搜索海鲜的人,不过效率很高。线上广告可衡量、精准,你确切知道谁看了广告、之后做了什么,而且如果效果不好,你明天就能叫停。户外广告则比较粗放、成本高,基本上无法精确衡量,但它能建立品牌熟悉度,触达所有人,包括那些手机上屏蔽了广告的人。对拥有实体产品的本地生意来说,户外空间依然重要,而对通过屏幕销售的任何东西来说,线上广告通常更胜一筹。

   为什么是这个分数

   • FC“though very efficiently” — Inserting this concessive aside after the main clause shows a more natural, reflective qualification than the plainer, unqualified statement used at 6.5.在主句之后插入这个让步性的插入语,展现出比6.5分范文中较为平实、未加限定的陈述更自然、更具反思性的修饰。
   • LR“Public advertising is blunt, expensive, and basically impossible to measure” — 'Blunt' is a precise, figurative adjective describing a lack of precision, more vivid than the plain phrase used at 6.5, 'hard to measure'.'Blunt'是一个精准的比喻性形容词,用来描述缺乏精确性,比6.5分范文中较为平实的说法'hard to measure'更生动。
   • GRA“you know exactly who saw it and what they did next, and you can stop it tomorrow if it's not working” — This sentence adds a conditional clause ('if it's not working') onto the end of a compound sentence, a more layered structure than the simple statement used at 6.5.这句话在一个并列句末尾添加了一个条件从句('if it's not working'),比6.5分范文使用的简单陈述句更有层次。

   7.5 分

   The 7.5 answer uses colons and semicolons to link ideas tightly, the vivid verb 'pull' for stopping a campaign, and closes with the idiom 'earns its keep' plus the evaluative final sentence about companies 'arguing endlessly'.7.5分范文用冒号和分号紧密衔接各个想法,用生动的动词'pull'表示叫停广告活动,并以习语'earns its keep'和关于公司'arguing endlessly'的评价性结尾句收尾。

   It depends on whether the company knows who it wants. For the seafood client, the banner on the Hàn river bridge was seen by the whole city, including people who'd never thought about the brand; the online campaign reached only people already searching for fish, very efficiently. Online advertising is measurable and precise: you know exactly who saw it and what they did next, and you can pull it tomorrow if it flops. Public advertising is blunt, expensive and impossible to measure properly, yet it builds familiarity and reaches everyone, including people who've blocked every ad on their phone. For a local business selling a physical product, public space still earns its keep; for anything sold through a screen, online simply wins. Most sensible companies end up doing both and arguing endlessly about the proportion.

   查看中文翻译

   这取决于公司是否清楚自己想要的是谁。就那个海鲜客户来说,韩江大桥上的广告横幅被全城的人看到,包括那些从未想过这个品牌的人;而线上广告活动只触达了本来就在搜索海鲜的人,不过效率很高。线上广告可衡量、精准:你确切知道谁看了广告、之后做了什么,而且如果效果不佳,你明天就能撤下。户外广告则粗放、成本高,几乎无法真正精确衡量,但它能建立品牌熟悉度,触达所有人,包括那些手机上屏蔽了所有广告的人。对销售实体产品的本地生意来说,户外空间依然物有所值;而对通过屏幕销售的任何东西来说,线上广告则明显占优。大多数明智的公司最终会两者兼顾,并为两者的比例争论不休。

   为什么是这个分数

   • FC“you can pull it tomorrow if it flops” — 'Pull' and 'flops' are vivid, informal-yet-precise verbs for stopping a failing campaign, more idiomatic than the plainer phrasing used at the lower bands, 'stop it tomorrow if it's not working'.'Pull'和'flops'是生动、非正式却精准的动词,用来表示叫停失败的广告活动,比低分范文中较为平实的说法'stop it tomorrow if it's not working'更地道。
   • LR“public space still earns its keep” — 'Earns its keep' is an idiomatic phrase for something proving its worth, a more figurative and less-common collocation than the plain verb 'matters' used at 6.5 and 7.0.'Earns its keep'是一个习语,表示某事物证明了自身的价值,比6.5和7.0分范文中使用的平实动词'matters'更具比喻性、更不常见。
   • GRA“Most sensible companies end up doing both and arguing endlessly about the proportion” — This closing sentence uses a present-participle phrase ('arguing endlessly') attached to the main verb, a more compact structure than a separate closing sentence, and adds an evaluative observation absent from the lower bands.这句结尾用一个现在分词短语('arguing endlessly')附着在主要动词之后,比另起一句作结更紧凑,并且增添了低分范文所没有的评价性观察。

4. 4. How important is advertising for increasing sales?

   2026年9–12月
   查看这道题的6.5 / 7.0 / 7.5三档对比

   6.5 分

   The 6.5 answer opens with a direct claim ('important for some products but almost useless for others') and gives two contrasting examples joined by 'But', ending with a plain closing sentence.6.5分范文以直接的论断开头('important for some products but almost useless for others'),用'But'连接给出两个对比的例子,最后以平实的结尾句收尾。

   I think it's important for some products but almost useless for others. For example, a café near me opened with no advertising at all and had a queue within a month, because people talked about the good coffee. But a sports drink that is advertised during football matches sells well only while the adverts are showing, and sales drop as soon as the adverts stop, because there is nothing else to talk about. Advertising matters most for products that are similar to their competitors, like snacks or phones, and for completely new products that people don't know about yet. For products people really need or love, word of mouth works better than advertising.

   查看中文翻译

   我认为广告对某些产品很重要,但对另一些产品几乎毫无用处。比如,我家附近有家咖啡馆完全没做广告就开业了,一个月内就排起了长队,因为大家口口相传说咖啡好喝。但一款在足球比赛期间打广告的运动饮料,只有在广告播出期间销量才好,广告一停,销量马上下滑,因为没有别的话题可聊了。广告对那些与竞争对手相似的产品最重要,比如零食或手机,以及那些人们还完全不知道的全新产品。而对于人们真正需要或喜爱的产品,口碑传播比广告更管用。

   为什么是这个分数

   • FC“almost useless for others” — 'Useless' is a plain, blunt adjective; a higher band would likely use a more precise, softer term such as 'almost irrelevant'.'Useless'是一个平实、直白的形容词;更高分的范文可能会用更精准、更委婉的说法,比如'almost irrelevant'。
   • LR“sells well only while the adverts are showing” — This is a plain, literal description; a higher band might phrase the same idea more precisely, such as saying the drink sells 'exactly as long as the adverts run'.这是一种平实、直白的描述;更高分的范文可能会更精确地表达同一想法,比如说饮料'exactly as long as the adverts run'才卖得好。
   • GRA“But a sports drink that is advertised during football matches sells well only while the adverts are showing, and sales drop as soon as the adverts stop” — This sentence links ideas mainly with 'and', a fairly basic coordinating structure rather than a semicolon-marked contrast against the previous example.这句话主要用'and'来连接各个想法,是相当基础的并列结构,而不是用分号标示的、与前一个例子形成对比的结构。

   7.0 分

   The 7.0 answer names the café by name ('Vy's café') for a more natural, personal touch and adds the reflective aside 'honestly' before its final evaluative comment.7.0分范文直接点出咖啡馆的名字('Vy's café'),带来更自然、更具个人色彩的效果,并在最后的评价性评论前加入了反思性插入语'honestly'。

   I'd say it's important for some products and almost irrelevant for others. Vy's café opened with no advertising at all and had a queue within a month, simply because people talk about good coffee, whereas the sports drink in the football adverts sells exactly as long as the adverts run and drops the moment they stop, because there's nothing else to talk about. Advertising matters most for products that are fairly similar to their competitors, where the story becomes the real difference, snacks, drinks, cosmetics, phones. It also matters a lot for brand-new things nobody knows exist yet. For products people genuinely need or love, though, word of mouth tends to do more, and advertising mainly just reminds people. A great advert honestly can't rescue a bad product; it just makes the failure faster and more public.

   查看中文翻译

   我想说广告对某些产品很重要,但对另一些产品几乎无关紧要。Vy的咖啡馆完全没做广告就开业了,一个月内就排起了长队,单纯是因为大家都在谈论那里的咖啡好喝,而足球广告里的那款运动饮料只有在广告播出期间才卖得好,广告一停销量立刻下滑,因为没有别的话题可聊了。广告对那些与竞争对手比较相似的产品最重要,这时故事本身就成了真正的差异化因素,比如零食、饮料、化妆品、手机。它对那些还没人知道存在的全新产品也非常重要。但对于人们真正需要或喜爱的产品,口碑传播往往更管用,广告主要只是起提醒作用。说实话,一支出色的广告救不了一款糟糕的产品;它只会让失败来得更快、更公开。

   为什么是这个分数

   • FC“Vy's café opened with no advertising at all” — Naming a specific person ('Vy's café') rather than the generic phrase 'a café near me' used at 6.5 shows more natural, personal storytelling typical of a 7.0 answer.直接点出具体的人名('Vy's café'),而不是像6.5分范文那样使用笼统的说法'a café near me',展现出7.0分范文典型的更自然、更具个人色彩的叙事方式。
   • LR“where the story becomes the real difference” — 'The story becomes the real difference' is a more abstract, precise way of explaining differentiation than the plainer phrasing used at 6.5, 'products that are similar to their competitors'.'The story becomes the real difference'是一种更抽象、更精准的方式来解释差异化,比6.5分范文中较为平实的说法'products that are similar to their competitors'更进一步。
   • GRA“A great advert honestly can't rescue a bad product; it just makes the failure faster and more public” — A semicolon links two closely related independent clauses into one flowing sentence, a more controlled structure than the simpler standalone closing sentence used at 6.5.一个分号将两个关系紧密的独立分句连接成一个流畅的句子,比6.5分范文中较为简单的独立结尾句展现出更强的结构掌控力。

   7.5 分

   The 7.5 answer drops the opening 'I'd say' for a more confident, essay-like fragment, uses the idiomatic phrase 'does more of the heavy lifting', and closes with the sharpened 'considerably more public'.7.5分范文去掉了开头的'I'd say',以更自信、更具文章感的片段开篇,使用了习语'does more of the heavy lifting',并以更犀利的'considerably more public'收尾。

   Important for some products and almost irrelevant for others. Vy's café opened with no advertising at all and had a queue within a month, because people talk about good coffee; the sports drink in the football adverts sells exactly as long as the adverts run and drops the moment they stop, because there's nothing to talk about otherwise. Advertising matters most for products that are similar to their competitors, where the story becomes the actual difference — snacks, drinks, cosmetics, phones. It matters, too, for new things nobody knows exist. For products people genuinely need or love, word of mouth does more of the heavy lifting, and advertising mainly just reminds. A brilliant advert can't rescue a bad product; it simply makes its failure faster, and considerably more public.

   查看中文翻译

   对某些产品重要,对另一些产品则几乎无关紧要。Vy的咖啡馆完全没做广告就开业了,一个月内就排起了长队,因为大家都在谈论那里的咖啡好喝;而足球广告里的那款运动饮料只有在广告播出期间才卖得好,广告一停销量立刻下滑,因为没有别的话题可聊了。广告对那些与竞争对手相似的产品最重要,这时故事本身就成了真正的差异化因素——零食、饮料、化妆品、手机。它对那些还没人知道存在的新事物同样重要。而对于人们真正需要或喜爱的产品,口碑传播承担了大部分的重活,广告主要只是起提醒作用。一支出色的广告救不了一款糟糕的产品;它只会让失败来得更快,而且更加公开。

   为什么是这个分数

   • FC“Important for some products and almost irrelevant for others” — Opening directly with the adjective rather than a full 'I'd say it's important' sentence is a more compact, confident structure than the fuller opener used at 6.5 and 7.0.直接以形容词开头,而不是用完整的句子'I'd say it's important',是一种比6.5和7.0分范文更完整的开头更紧凑、更自信的结构。
   • LR“word of mouth does more of the heavy lifting” — 'Does the heavy lifting' is a vivid, idiomatic metaphor for doing the main work, more figurative and less common than the plainer phrase used at 7.0, 'tends to do more'.'Does the heavy lifting'是一个生动、地道的比喻,表示承担主要工作,比7.0分范文中较为平实的说法'tends to do more'更具比喻性、更不常见。
   • GRA“it simply makes its failure faster, and considerably more public” — Adding the intensifying adverb 'considerably' before 'more public' sharpens the closing evaluation further than the plainer version of the same sentence used at 7.0.在'more public'前加上加强语气的副词'considerably',比7.0分范文中较为平实的同句版本进一步强化了结尾的评价。

5. 5. What qualities might an effective advertisement have?

   2026年9–12月
   查看这道题的6.5 / 7.0 / 7.5三档对比

   6.5 分

   The 6.5 answer opens with 'I think a good advertisement usually has just one clear idea' and lists qualities with 'also', ending with an 'And most importantly' final sentence.6.5分范文以'I think a good advertisement usually has just one clear idea'开头,用'also'列举各项特质,最后以'And most importantly'收尾句作结。

   I think a good advertisement usually has just one clear idea. For example, the crisps advert I remember works because it has exactly one joke told in thirty seconds with almost no words, and a face that does the rest. Good adverts make you feel something before they tell you anything, like laughter or recognition. They are also memorable, which usually means people can repeat them easily. A good advert also matches the real personality of the product, so the promise does not seem silly. And most importantly, adverts fail when they try to say too many things at once instead of just one.

   查看中文翻译

   我认为好的广告通常只有一个清晰的核心创意。比如我印象深刻的那支薯片广告之所以成功,是因为它在三十秒内只讲了一个笑话,几乎没有台词,剩下的全靠一张脸来完成。好广告会先让你产生某种感受,之后才告诉你信息,比如让人发笑或产生共鸣。它们还很好记,通常意味着人们能轻松复述出来。好广告也要符合产品的真实个性,这样承诺才不会显得可笑。而最重要的是,当广告试图一次说太多事情而不是专注一点时,就会失败。

   为什么是这个分数

   • FC“Good adverts make you feel something before they tell you anything, like laughter or recognition” — This sentence gives examples with 'like', a simple, direct way of listing feelings rather than a colon-marked, more compact list.这句话用'like'给出例子,是一种简单、直接的方式来列举感受,而不是用冒号标示的、更紧凑的列举方式。
   • LR“a good advertisement” — This general phrase is repeated across the answer; a higher band would likely vary the subject with shorter forms such as just 'adverts' for more natural flow.这个笼统的说法在全文中反复出现;更高分的范文可能会变换主语,比如直接用更短的'adverts'来使表达更自然流畅。
   • GRA“And most importantly, adverts fail when they try to say too many things at once instead of just one” — This closing sentence uses 'when... instead of' for a simple contrast, a basic structure rather than a more compact clause pairing 'trying to say four things' with 'saying none'.这句结尾用'when... instead of'构成简单的对比,是一种基础结构,而不是用更紧凑的从句将'trying to say four things'与'saying none'配对。

   7.0 分

   The 7.0 answer opens with the fragment 'One idea, mostly, I'd say' and uses a colon-free list of feelings ('laughter, longing, recognition') for a punchier rhythm, plus the honest aside 'honestly' near the close.7.0分范文以片段式开头'One idea, mostly, I'd say',并用不加冒号的感受列举('laughter, longing, recognition')营造出更明快的节奏,还在结尾附近加入了坦诚的插入语'honestly'。

   One idea, mostly, I'd say. The crisps advert works because it has exactly one joke, told in thirty seconds with almost no words, and a face that does the rest — effective adverts tend to be ruthlessly simple. They make you feel something before they even tell you anything, laughter, longing, recognition. They're memorable too, which usually just means repeatable, if people quote it, it's clearly working. They match the product's actual personality so the promise doesn't feel absurd, and they respect the viewer's intelligence, which is rarer than it should be. Most adverts fail, honestly, by trying to say four things at once, and ending up saying none.

   查看中文翻译

   我想说,大多数情况下就是一个创意。那支薯片广告之所以成功,是因为它只讲了一个笑话,三十秒内几乎没有台词,剩下的全靠一张脸来完成——有效的广告往往极度简单。它们会先让你产生某种感受,之后才告诉你任何信息,笑声、渴望、共鸣。它们也很好记,这通常就意味着可以被复述,如果人们会引用它,那说明它显然奏效了。它们符合产品的真实个性,这样承诺才不会显得荒唐,而且它们尊重观众的智商,这一点比应有的水平要少见得多。说实话,大多数广告失败,是因为它们试图一次说四件事,结果什么都没说清楚。

   为什么是这个分数

   • FC“One idea, mostly, I'd say” — Opening with a compact noun-phrase fragment instead of a full sentence is a more natural, essay-like structure than the fuller opener used at 6.5, 'I think a good advertisement usually has just one clear idea'.以紧凑的名词短语片段开头,而不是像6.5分范文那样用完整的句子'I think a good advertisement usually has just one clear idea',是一种更自然、更具文章感的结构。
   • LR“effective adverts tend to be ruthlessly simple” — 'Ruthlessly simple' is a vivid, precise collocation for extreme simplicity, more figurative than the plain phrase used at 6.5, 'just one clear idea'.'Ruthlessly simple'是一个生动、精准的搭配,用来表达极致的简单,比6.5分范文中较为平实的说法'just one clear idea'更具比喻性。
   • GRA“laughter, longing, recognition” — This asyndetic list (nouns joined without 'and') creates a punchier rhythm than the 'like laughter or recognition' phrasing used at 6.5, showing more stylistic control over listing.这个不加连接词的列举(名词直接并列而不用'and')比6.5分范文中'like laughter or recognition'的表达方式营造出更明快的节奏,展现出更强的列举风格掌控力。

   7.5 分

   The 7.5 answer uses a colon to introduce the same list of feelings for a slightly more formal rhythm, adds the precise clause 'a brilliant advert for a poor product just spreads the disappointment faster', and drops 'I'd say' for a more confident opener.7.5分范文用冒号而不是逗号来引出同样的感受列举,营造出略微更正式的节奏,加入了精准的从句'a brilliant advert for a poor product just spreads the disappointment faster',并去掉了'I'd say'以呈现更自信的开头。

   One idea, mostly. The crisps advert works because it has exactly one joke, told in thirty seconds with almost no words, and a face that does the rest — effective adverts are ruthlessly simple. They make you feel something before they tell you anything: laughter, longing, recognition. They're memorable, which usually means repeatable; if people quote it, it's working. They match the product's actual personality, so the promise isn't absurd, and they respect the viewer's intelligence, which is rarer than it should be. They're honest enough, too, that the product doesn't disappoint afterwards, since a brilliant advert for a poor product just spreads the disappointment faster. Most adverts fail by trying to say four things at once, and end up saying none.

   查看中文翻译

   大多数情况下就是一个创意。那支薯片广告之所以成功,是因为它只讲了一个笑话,三十秒内几乎没有台词,剩下的全靠一张脸来完成——有效的广告都极度简单。它们会先让你产生某种感受,之后才告诉你任何信息:笑声、渴望、共鸣。它们很好记,这通常意味着可以被复述;如果人们会引用它,那说明它奏效了。它们符合产品的真实个性,所以承诺不会显得荒唐,而且它们尊重观众的智商,这一点比应有的水平要少见得多。它们也足够诚实,不会让产品在事后让人失望,因为一支为劣质产品拍的出色广告只会让失望传播得更快。大多数广告失败,是因为它们试图一次说四件事,结果什么都没说成。

   为什么是这个分数

   • FC“They make you feel something before they tell you anything: laughter, longing, recognition” — Using a colon instead of a comma to introduce the list of feelings is a more formal, structured device than the comma-based list used at 7.0, showing finer control over punctuation.用冒号而不是逗号来引出感受列举,是一种比7.0分范文中基于逗号的列举更正式、更有结构感的手法,展现出更精细的标点掌控力。
   • LR“a brilliant advert for a poor product just spreads the disappointment faster” — This precise causal claim about disappointment spreading is a more developed, specific idea than the shorter comment at 6.5, and uses the more vivid verb 'spreads' rather than a plain description.这个关于失望蔓延的精准因果论断,比6.5分范文中较短的评论更充分、更具体,并使用了更生动的动词'spreads'而不是平实的描述。
   • GRA“They're honest enough, too, that the product doesn't disappoint afterwards, since a brilliant advert for a poor product just spreads the disappointment faster” — This long sentence chains a result clause ('enough that...') with a further 'since' clause justifying it, a more complex structure than the shorter, simpler sentences used at 6.5.这个长句将一个结果从句('enough that...')与另一个说明理由的'since'从句串联在一起,比6.5分范文中较短、较简单的句子结构更复杂。

6. 6. How truthful are advertisements about the things they advertise?

   2026年9–12月
   查看这道题的6.5 / 7.0 / 7.5三档对比

   6.5 分

   The 6.5 answer opens with 'I think adverts are selectively truthful' and explains with one example joined by 'so', ending with a plain 'I think most adults understand this, but' closing.6.5分范文以'I think adverts are selectively truthful'开头,用'so'连接的一个例子来解释,最后以平实的'I think most adults understand this, but'结尾句收尾。

   I think adverts are selectively truthful, which is really the whole skill of advertising. For example, Messi probably does not eat crisps before football matches, but the advert never actually says that he does, so it is truthful about nothing and lies about nothing at the same time. Adverts rarely say things that are completely false, because the law checks for that, but they show the product at its best and leave out anything inconvenient. A car advert always shows an empty road, never the traffic it will actually be driven in. Some areas, like cosmetics or weight loss products, are worse than others. I think most adults understand this, but the adverts still work anyway.

   查看中文翻译

   我认为广告是"选择性真实"的,而这其实正是广告行业的全部技巧所在。比如,梅西大概不会在比赛前吃薯片,但广告其实从未说过他会这么做,所以广告既没有真实地说什么,也没有撒谎说什么,两者同时成立。广告很少说完全虚假的话,因为法律会对此进行审查,但它们会展示产品最好的一面,而略去任何不利的信息。汽车广告总是展示一条空旷的道路,而不是它实际行驶时会遇到的车流。有些领域,比如化妆品或减肥产品,情况比其他领域更严重。我认为大多数成年人都明白这一点,但广告依然照样奏效。

   为什么是这个分数

   • FC“truthful about nothing and lies about nothing at the same time” — This is a plain, literal restating of the paradox; a higher band would likely trim the phrase for a punchier, more compact rhythm, dropping 'at the same time'.这是对该悖论的平实、直白的重述;更高分的范文可能会精简这一表达以获得更明快、更紧凑的节奏,去掉'at the same time'。
   • LR“the whole skill of advertising” — 'The whole skill of advertising' is a fairly general phrase; a higher band would likely use a more precise, elevated term such as 'the industry's whole art'.'The whole skill of advertising'是一个相当笼统的说法;更高分的范文可能会用更精准、更高级的表达,比如'the industry's whole art'。
   • GRA“Adverts rarely say things that are completely false, because the law checks for that, but they show the product at its best and leave out anything inconvenient” — This sentence links three ideas with 'because... but... and', a fairly loose coordinating structure rather than a semicolon-marked, more compact contrast.这句话用'because... but... and'连接了三个想法,是相当松散的并列结构,而不是用分号标示的、更紧凑的对比结构。

   7.0 分

   The 7.0 answer opens with the compact fragment 'Selectively truthful, I'd say' and adds the honest aside 'honestly', showing more natural spoken rhythm and reflection than the fuller 6.5 opener.7.0分范文以简洁的片段'Selectively truthful, I'd say'开头,并加入坦诚的插入语'honestly',比6.5分范文更完整的开头展现出更自然的口语节奏和反思性。

   Selectively truthful, I'd say, which is really the industry's whole skill. I assume Messi doesn't actually eat crisps before matches, and the advert never claims he does either, it's truthful about nothing and lies about nothing, and honestly that's fairly typical. Adverts rarely state something outright false, since the law watches closely for that, but instead they show the product at its best, leave out whatever's inconvenient, and attach feelings that have no real logical connection to the object. A car advert always shows an empty mountain road, never the traffic jam it'll actually sit in. Some categories are worse, cosmetics, weight loss, finance, and some countries police them more strictly than others. The genuinely truthful part is usually just the small print, and the rest is theatre that most adults see through and enjoy anyway.

   查看中文翻译

   我想说是"选择性真实",这其实正是这个行业的全部技巧所在。我猜梅西比赛前其实并不吃薯片,而广告其实也从未声称他会这么做,它既没有真实地说什么,也没有撒谎说什么,而说实话,这种情况相当典型。广告很少直接说出完全虚假的话,因为法律对此严格审查,但它们转而展示产品最好的一面,略去任何不利信息,并附加上与产品本身没有真正逻辑关联的情感。汽车广告总是展示一条空旷的山间公路,而不是它实际会陷入的堵车路况。有些类别更糟糕,比如化妆品、减肥、金融,而一些国家对这些领域的监管比其他国家更严格。真正真实的部分通常只是那行小字免责声明,其余的都是一场"戏",大多数成年人对此心知肚明,却依然乐在其中。

   为什么是这个分数

   • FC“it's truthful about nothing and lies about nothing, and honestly that's fairly typical” — The trimmed repetition of the paradox, followed by the honest aside 'honestly', is a punchier, more natural structure than the fuller, slightly redundant phrasing used at 6.5.对这一悖论进行精简重述,并在后面加上坦诚的插入语'honestly',比6.5分范文中较为完整、略显冗余的表达更明快、更自然。
   • LR“A car advert always shows an empty mountain road, never the traffic jam it'll actually sit in” — 'Sit in' used for being stuck in traffic is a more vivid, idiomatic collocation than the plainer phrase used at 6.5, 'the traffic it will actually be driven in'.用'sit in'来表示堵在车流中,是一个比6.5分范文中较为平实的说法'the traffic it will actually be driven in'更生动、更地道的搭配。
   • GRA“Adverts rarely state something outright false, since the law watches closely for that, but instead they show the product at its best, leave out whatever's inconvenient, and attach feelings that have no real logical connection to the object” — This long sentence chains a 'since' clause with a three-part list joined by commas, a more complex, layered structure than the shorter version of the same idea used at 6.5.这个长句将一个'since'从句与三段式逗号列举串联在一起,比6.5分范文中同一想法的较短版本更复杂、更有层次。

   7.5 分

   The 7.5 answer replaces 'the whole skill' with the more elevated 'the industry's whole art', uses semicolons to link closely related clauses, and closes with the tricolon 'the rest is theatre, and most adults know it, and it works on them anyway'.7.5分范文用更高级的'the industry's whole art'取代了'the whole skill',用分号连接关系紧密的分句,并以三连句'the rest is theatre, and most adults know it, and it works on them anyway'收尾。

   Selectively truthful, which is the industry's whole art. I assume Messi doesn't eat crisps before matches, and the advert never claims he does; it's truthful about nothing and lies about nothing, and that's fairly typical of the genre. Adverts rarely say outright false things, since the law watches closely for that; instead they show the product at its best, leave out whatever's inconvenient, and attach feelings that have no logical connection to the object at all. A car advert shows an empty mountain road, never the traffic jam it will actually live in. Some categories are worse — cosmetics, weight loss, finance — and some countries police them more strictly than others. The truthful part is usually the small print; the rest is theatre, and most adults know it, and it works on them anyway.

   查看中文翻译

   "选择性真实",而这正是这个行业的全部艺术所在。我猜梅西比赛前并不吃薯片,而广告也从未声称他会这么做;它既没有真实地说什么,也没有撒谎说什么,而这在这个行业里相当典型。广告很少直接说出完全虚假的话,因为法律对此严密监控;它们转而展示产品最好的一面,略去任何不利信息,并附加上与产品毫无逻辑关联的情感。汽车广告展示的是一条空旷的山间公路,而不是它实际将陷入其中的堵车路况。有些类别更糟糕——化妆品、减肥、金融——而一些国家对这些领域的监管比其他国家更严格。真实的部分通常只是那行小字免责声明;其余的都是一场"戏",大多数成年人都心知肚明,却依然对他们奏效。

   为什么是这个分数

   • FC“Selectively truthful, which is the industry's whole art” — 'Art' is a more elevated, precise noun for a refined skill than the plainer 'skill' used at 6.5 and 7.0, showing a more sophisticated lexical choice.'Art'是一个更高级、更精准的名词,用来表示一种精湛的技艺,比6.5和7.0分范文中较为平实的'skill'展现出更高级的用词选择。
   • LR“the rest is theatre” — 'Theatre' used metaphorically for staged performance is a vivid, precise noun, more figurative than the plainer explanation given at 6.5, 'they show the product at its best'.'Theatre'被用作隐喻表示刻意表演出来的东西,是一个生动、精准的名词,比6.5分范文中给出的平实解释'they show the product at its best'更具比喻性。
   • GRA“The truthful part is usually the small print; the rest is theatre, and most adults know it, and it works on them anyway” — Semicolons and repeated 'and' clauses build a tricolon rhythm across three short statements, a more stylistically controlled structure than the plainer, single closing sentence used at 6.5.分号与重复的'and'从句构建出贯穿三个短句的三连句节奏,比6.5分范文中较为平实、单一的结尾句展现出更强的文体掌控力。

7. 7. Should companies avoid targeting their advertising at children?

   2026年9–12月
   查看这道题的6.5 / 7.0 / 7.5三档对比

   6.5 分

   The 6.5 answer opens with 'Yes, I think' and gives one personal example joined by 'because', ending with a plain 'but' contrast at the close.6.5分范文以'Yes, I think'开头,用'because'连接给出一个个人例子,最后以平实的'but'对比收尾。

   Yes, I think this is one area where I would want the law to be strict. My four-year-old nephew greets a cardboard picture of Messi every morning because he cannot tell the difference between a friend and an advertisement, and children with no ability to defend themselves should not be a target. Children cannot judge claims properly, and advertising sugary food, toys, and games with in-app purchases to them causes pestering at home and bad habits that last for years. Some countries already ban this kind of advertising for children, and it seems fine. Companies say they are just informing families, but they actually know exactly who the advertising is really for.

   查看中文翻译

   是的,我认为这是我希望法律严格管控的一个领域。我四岁的侄子每天早上都会跟一张梅西的纸板人像打招呼,因为他分不清朋友和广告的区别,而没有能力保护自己的儿童不应该成为广告的目标。儿童无法恰当地判断广告说辞,而向他们宣传含糖食品、玩具以及带应用内购买的游戏,会导致他们在家里不停央求,并养成持续多年的坏习惯。一些国家已经禁止了这类针对儿童的广告,而效果似乎也不错。企业声称自己只是在向家庭提供信息,但实际上他们非常清楚这些广告真正针对的是谁。

   为什么是这个分数

   • FC“bad habits that last for years” — This is a plain, general phrase; a higher band would likely intensify this with a more precise time span, such as saying habits 'outlast childhood by decades'.这是一个平实、笼统的说法;更高分的范文可能会用更精确的时间跨度来加强语气,比如说坏习惯'outlast childhood by decades'。
   • LR“children with no ability to defend themselves” — This is a fairly literal description; a higher band would likely use a more compact, precise phrase such as 'an audience with no defences'.这是一种相当直白的描述;更高分的范文可能会用更凝练、更精准的表达,比如'an audience with no defences'。
   • GRA“Companies say they are just informing families, but they actually know exactly who the advertising is really for” — This closing sentence uses 'but... actually' for a simple contrast, a basic structure rather than splitting the contrast into two short, punchy separate sentences.这句结尾用'but... actually'构成简单的对比,是一种基础结构,而不是将对比拆分成两个短小、有力的独立句子。

   7.0 分

   The 7.0 answer adds the honest aside 'honestly' twice and uses the more precise phrase 'an audience with basically no defences', showing more natural spoken emphasis than the flatter 6.5 wording.7.0分范文两次加入坦诚插入语'honestly',并使用更精准的说法'an audience with basically no defences',比6.5分版本更平淡的措辞展现出更自然的口语化强调。

   Yes, and honestly it's one area where I'd actually want the law to be firm. My nephew greets cardboard Messi every morning because he's four and genuinely can't tell a friend from an advertisement, an audience with basically no defences shouldn't be a target at all. Children can't weigh claims properly, can't fully understand persuasion, and can't separate the hero from the product he's holding. Advertising sugary food, toys tied to shows, or games with in-app purchases to them produces pestering at home and habits that last for decades. Some countries already ban this kind of advertising under a certain age, and their children seem to survive perfectly fine. Companies will say they're only informing families, but honestly, they know exactly whom the cardboard cutout is actually for.

   查看中文翻译

   是的,说实话,这是我真正希望法律严格管控的一个领域。我侄子每天早上都会跟纸板梅西打招呼,因为他才四岁,根本分不清朋友和广告的区别,一个基本没有防御能力的受众群体根本不应该成为目标。儿童无法恰当地权衡广告说辞,也无法完全理解说服手段,更无法把英雄人物和他手里拿着的产品区分开来。向他们宣传含糖食品、与节目挂钩的玩具,或带应用内购买的游戏,会导致他们在家里不停央求,并养成持续数十年的习惯。一些国家已经禁止了对某个年龄以下儿童的这类广告,而那里的孩子看起来活得相当不错。企业会说自己只是在向家庭提供信息,但说实话,他们非常清楚这个纸板人像到底是为谁而立的。

   为什么是这个分数

   • FC“Yes, and honestly it's one area where I'd actually want the law to be firm” — Doubling the intensifiers 'honestly' and 'actually' in one opening sentence shows more natural, emphatic spoken register than the plainer opener used at 6.5.在同一个开头句里叠加使用加强语气词'honestly'和'actually',比6.5分范文中较为平实的开头展现出更自然、更强调的口语语域。
   • LR“an audience with basically no defences shouldn't be a target at all” — 'No defences' is a precise, compact metaphor for vulnerability, more figurative than the fuller, literal phrase used at 6.5, 'children with no ability to defend themselves'.'No defences'是一个精准、凝练的隐喻,用来表达脆弱性,比6.5分范文中较为完整、直白的说法'children with no ability to defend themselves'更具比喻性。
   • GRA“Companies will say they're only informing families, but honestly, they know exactly whom the cardboard cutout is actually for” — Inserting 'honestly' mid-sentence before the final clause adds a natural, reflective aside, a more flexible structure than the plainer 'but they actually know' sentence used at 6.5.在结尾从句前插入'honestly',为句子增添了自然、反思性的插入语,比6.5分范文中较为平实的'but they actually know'句子更灵活。

   7.5 分

   The 7.5 answer tightens the phrase to 'an audience with no defences shouldn't be a target in the first place', uses the vivid claim that habits 'outlast childhood by decades', and closes with two short, punchy separate sentences for emphasis.7.5分范文将措辞收紧为'an audience with no defences shouldn't be a target in the first place',用生动的说法表达坏习惯'outlast childhood by decades',并以两个短小、有力的独立句子收尾以加强语气。

   Yes, and it's the one area where I'd want the law to be genuinely firm. My nephew greets cardboard Messi every morning because he's four and cannot tell a friend from an advertisement; an audience with no defences shouldn't be a target in the first place. Children can't weigh claims, can't grasp persuasion, and can't separate the hero from whatever product he happens to be holding. Advertising sugary food, toys tied to shows, and games with in-app purchases at them produces pestering at home and habits that outlast childhood by decades. Some countries already ban it below a certain age, and their children seem to survive the deprivation just fine. Companies will insist they're merely informing families. They know exactly whom the cardboard is for.

   查看中文翻译

   是的,这是我唯一真正希望法律严格管控的领域。我侄子每天早上都会跟纸板梅西打招呼,因为他才四岁,分不清朋友和广告的区别;一个毫无防御能力的受众群体一开始就不应该成为目标。儿童无法权衡广告说辞,无法理解说服手段,也无法把英雄人物和他手里恰好拿着的产品区分开来。向他们宣传含糖食品、与节目挂钩的玩具,以及带应用内购买的游戏,会导致他们在家里不停央求,并养成远远超出童年、持续数十年的习惯。一些国家已经禁止了对某个年龄以下儿童的这类广告,而那里的孩子看起来完全能够承受这种"缺失"。企业会坚称自己只是在向家庭提供信息。而他们非常清楚,那个纸板人像到底是为谁而立的。

   为什么是这个分数

   • FC“habits that outlast childhood by decades” — 'Outlast childhood by decades' is a vivid, precise way of quantifying long-term harm, more figurative and specific than the plainer phrase used at 6.5, 'bad habits that last for years'.'Outlast childhood by decades'是一种生动、精准的方式来量化长期危害,比6.5分范文中较为平实的说法'bad habits that last for years'更具比喻性、更具体。
   • LR“their children seem to survive the deprivation just fine” — 'Deprivation' is a precise, slightly ironic noun choice, more sophisticated than the plainer wording used at the lower bands, which simply says children 'seem to survive'.'Deprivation'是一个精准、略带反讽意味的名词选择,比低分范文中较为平实的措辞(只说孩子'seem to survive')更高级。
   • GRA“Companies will insist they're merely informing families. They know exactly whom the cardboard is for” — Splitting the final contrast into two short, separate sentences instead of joining them with 'but' creates a more deliberate, punchy rhetorical effect than the single connected sentence used at 6.5 and 7.0.将最后的对比拆分成两个短小、独立的句子,而不是用'but'连接,比6.5和7.0分范文中连成一句的对比营造出更刻意、更有力的修辞效果。

8. 8. Should there be more restrictions on which products can be advertised?

   2026年9–12月
   查看这道题的6.5 / 7.0 / 7.5三档对比

   6.5 分

   The 6.5 answer opens with 'I think yes, for some products' and gives one example joined by 'but', closing with a short 'But the line should be about' final sentence.6.5分范文以'I think yes, for some products'开头,用'but'连接给出一个例子,最后以简短的'But the line should be about'结尾句收尾。

   I think yes, for some products, and there is a good recent example. Gambling adverts used to appear during football matches here, aimed at exactly the young men most likely to be harmed by them, but when the rules became stricter, the adverts disappeared, and nothing bad happened. Products that clearly cause harm, especially to vulnerable people, like tobacco, gambling, alcohol, and junk food advertised to children, should have limits on where and how they can be advertised. I would not want a general rule deciding everything people can be sold, because adults can usually be sold most things. But the line should be about harm and vulnerability.

   查看中文翻译

   我认为是的,至少对某些产品来说应该如此,而且最近就有一个很好的例子。这里以前在足球比赛期间会播放博彩广告,精准针对的正是最有可能受其伤害的年轻男性,但当相关规定变得更加严格后,这些广告就消失了,也没有发生什么坏事。那些明显会造成伤害的产品,尤其是对弱势群体而言,比如烟草、博彩、酒类,以及向儿童宣传的垃圾食品,应该对其广告投放的地点和方式加以限制。我不希望有一条通用规则来决定人们能被卖什么、不能被卖什么,因为成年人通常什么都能被卖。但界线应该划在"伤害"和"脆弱性"上。

   为什么是这个分数

   • FC“nothing bad happened” — This is a plain, vague phrase; a higher band would likely be more specific and vivid, such as saying 'the world didn't end'.这是一个平实、模糊的说法;更高分的范文可能会更具体、更生动,比如说'the world didn't end'。
   • LR“a good recent example” — 'A good recent example' is a general, everyday phrase; a higher band might use a more specific claim about what the example demonstrates.'A good recent example'是一个笼统的日常用语;更高分的范文可能会更具体地说明这个例子究竟证明了什么。
   • GRA“But the line should be about harm and vulnerability” — This is a short, plain closing sentence using 'should be about', a basic way of stating a final position rather than a more developed, self-aware conclusion.这是一句用'should be about'构成的简短、平实的结尾句,这是陈述最终立场的一种基础方式,而不是更充分、更具自我意识的结论。

   7.0 分

   The 7.0 answer adds the vivid idiom 'the world didn't end' and the reflective closer 'The line, for me, is harm and vulnerability', showing more natural evaluative commentary than the plainer 6.5 ending.7.0分范文加入了生动的习语'the world didn't end',以及更具反思性的结尾'The line, for me, is harm and vulnerability',比6.5分版本较为平实的结尾展现出更自然的评价性表达。

   I'd say yes, for some products, and there's a fairly recent example that shows it actually works. Gambling adverts appeared between the halves of football matches here for a couple of years, aimed at exactly the young men most likely to be harmed, and when the rules tightened, they simply vanished, the world didn't end and nobody really missed them. Products that cause clear harm, especially to the vulnerable, tobacco, gambling, alcohol, high-interest loans, junk food aimed at children, deserve limits on where and how they're advertised, as plenty of countries already accept. I'd stop short of some general censor deciding what's good for everyone though, adults can generally be sold most things. The line, for me, is harm and vulnerability.

   查看中文翻译

   我想说是的,至少对某些产品来说,而且最近有个例子相当能说明这确实管用。这里的博彩广告曾在足球比赛中场休息时播出好几年,精准针对的正是最有可能受其伤害的年轻男性,而当相关规定收紧后,它们就干脆消失了,世界并没有因此终结,也没有人真的怀念它们。那些明显会造成伤害的产品——尤其是对弱势群体而言——烟草、博彩、酒类、高利贷、向儿童宣传的垃圾食品,理应对其广告投放的地点和方式加以限制,很多国家早已接受了这一点。不过,我不赞成设立某种通用的审查机构来替所有人决定什么是好的,毕竟成年人通常什么都能被卖。对我来说,界线应该划在"伤害"和"脆弱性"上。

   为什么是这个分数

   • FC“the world didn't end and nobody really missed them” — 'The world didn't end' is a vivid, idiomatic understatement for something turning out fine, more figurative than the plain phrase used at 6.5, 'nothing bad happened'.'The world didn't end'是一个生动、地道的委婉说法,用来表达事情结果不错,比6.5分范文中较为平实的说法'nothing bad happened'更具比喻性。
   • LR“some general censor deciding what's good for everyone” — 'Censor' is a precise, slightly formal noun for a body deciding what's permissible, more specific than the general phrase used at 6.5, 'a general rule'.'Censor'是一个精准、略显正式的名词,指代决定什么是被允许的机构,比6.5分范文中笼统的说法'a general rule'更具体。
   • GRA“I'd stop short of some general censor deciding what's good for everyone though, adults can generally be sold most things” — This sentence uses 'though' inserted mid-clause as a natural spoken connector, a more flexible link than the separate 'because' clause used at 6.5.这句话在分句中间插入'though'作为自然的口语连接词,比6.5分范文中另起一句的'because'从句更灵活。

   7.5 分

   The 7.5 answer drops the initial 'I'd say' for a more confident fragment opener, uses the semicolon-linked contrast about the censor, and closes with the self-aware, evaluative admission 'the crisps sit closer to it than I'd like to admit'.7.5分范文去掉了开头的'I'd say',以更自信的片段开篇,使用了分号连接的关于审查机构的对比句,并以自我觉察、带评价色彩的坦白'the crisps sit closer to it than I'd like to admit'收尾。

   For some products, yes, and a recent example shows it actually works. Gambling adverts appeared between the halves of football matches here for a couple of years, aimed at exactly the young men most likely to be harmed, and when the rules tightened they vanished — the world didn't end, and the adverts were not missed. Products that cause clear harm, especially to the vulnerable — tobacco, gambling, alcohol, high-interest loans, junk food aimed at children — deserve limits on where and how they're advertised, as many countries already accept. I'd stop short of a general censor deciding what's good for people; adults can generally be sold most things. The line is harm and vulnerability, and the crisps sit closer to it than I'd like to admit.

   查看中文翻译

   对某些产品来说,是的,而且最近有个例子能说明这确实管用。这里的博彩广告曾在足球比赛中场休息时播出好几年,精准针对的正是最有可能受其伤害的年轻男性,而当相关规定收紧后,它们就消失了——世界并没有因此终结,也没有人怀念这些广告。那些明显会造成伤害的产品,尤其是对弱势群体而言——烟草、博彩、酒类、高利贷、向儿童宣传的垃圾食品——理应对其广告投放的地点和方式加以限制,许多国家早已接受了这一点。但我不赞成设立某种通用的审查机构来替人们决定什么是好的;成年人通常什么都能被卖。界线应该划在"伤害"和"脆弱性"上,而薯片距离这条线,比我愿意承认的要近得多。

   为什么是这个分数

   • FC“the world didn't end, and the adverts were not missed” — This tightened version of the idiom, with the added clause 'the adverts were not missed', is a more developed and specific evaluative comment than the shorter phrase used at 7.0.这一收紧后的习语版本,加上新增从句'the adverts were not missed',比7.0分范文中较短的说法展现出更充分、更具体的评价性评论。
   • LR“the crisps sit closer to it than I'd like to admit” — This self-aware, evaluative closing admission is a more sophisticated rhetorical move than the plain closing statement used at the lower bands, showing personal reflection rather than a flat conclusion.这句自我觉察、带评价色彩的结尾坦白,比低分范文中平淡的结尾陈述更高级的修辞手法,展现出个人反思而非平铺直叙的结论。
   • GRA“I'd stop short of a general censor deciding what's good for people; adults can generally be sold most things” — A semicolon links two independent clauses tightly together in a single balanced sentence, a more controlled structure than the comma-and-'though' link used at 7.0 for the same idea.一个分号将两个独立分句紧密连接成一个平衡的句子,比7.0分范文中用逗号加'though'连接同一想法的方式更具结构掌控力。

9. 9. Does advertising have a harmful or beneficial effect on society?

   2026年9–12月
   查看这道题的6.5 / 7.0 / 7.5三档对比

   6.5 分

   The 6.5 answer opens with 'I think advertising is both harmful and beneficial' and lists points with 'also' and dashes, closing with a plain 'So I would say' summary.6.5分范文以'I think advertising is both harmful and beneficial'开头,用'also'和破折号列举各点,最后以平实的'So I would say'总结收尾。

   I think advertising is both harmful and beneficial, and I keep changing my mind about the balance. The football I watch is free because crisps and other brands pay for it, and a lot of the news and apps I use are also funded by advertising, which is a real benefit people often forget. Advertising also tells people that useful products exist and pays for a lot of creative work. But the harm is quieter — it creates wanting, especially in children, makes ordinary life look not good enough, and pushes people to buy more than they need. So I would say advertising is beneficial when it gives information, but harmful when it becomes persuasion.

   查看中文翻译

   我认为广告既有害也有益,而我对这两者之间的平衡一直摇摆不定。我看的足球比赛之所以免费,是因为薯片等品牌为此买单,我用的很多新闻和应用程序也是靠广告资金维持的,这是人们常常忽略的一个实实在在的好处。广告还能让人们知道有用的产品的存在,并为大量创意工作提供了资金支持。但它带来的伤害更为隐蔽——它制造出渴望,尤其是在儿童身上,让普通的生活看起来"不够好",并促使人们购买超出自己所需的东西。所以我想说,当广告在提供信息时是有益的,但当它变成说服手段时,就变得有害了。

   为什么是这个分数

   • FC“makes ordinary life look not good enough” — This is a plain, slightly clumsy phrase; a higher band would likely use a single, more precise adjective such as 'inadequate' instead of the wordier construction.这是一个平实、略显笨拙的说法;更高分的范文可能会用一个更精准的单一形容词,比如'inadequate',来替代这种较为冗长的结构。
   • LR“creates wanting” — 'Creates wanting' is a fairly plain, direct phrase; a higher band would likely use a more specific, formal verb such as 'manufactures wanting'.'Creates wanting'是一个相当平实、直白的说法;更高分的范文可能会使用更具体、更正式的动词,比如'manufactures wanting'。
   • GRA“So I would say advertising is beneficial when it gives information, but harmful when it becomes persuasion” — This closing sentence uses 'but' for a simple contrast between two conditions, a basic connector rather than a more compact 'as X and Y as Z' parallel structure.这句结尾用'but'在两种情况之间构成简单的对比,是一种基础连接词,而不是更紧凑的'as X and Y as Z'平行结构。

   7.0 分

   The 7.0 answer opens with the compact fragment 'Both, honestly' and uses the precise verb 'manufactures', plus the closing parallel structure 'beneficial as information and harmful as persuasion' for a punchier final claim.7.0分范文以简洁的片段'Both, honestly'开头,使用了精准的动词'manufactures',并以平行结构'beneficial as information and harmful as persuasion'收尾,使结尾更为有力。

   Both, honestly, in a proportion I keep changing my mind about. The football I watch is free because crisps pay for it, and the news I read, the apps I use, most of the culture I consume, is funded by advertising too, which is a real benefit people tend to forget. Advertising also tells people that useful things exist, and it funds a huge amount of design and creativity, including some of mine. The harm is quieter, though, it manufactures wanting, especially in children, makes ordinary life look somehow inadequate, and pushes consumption in a world that arguably needs less of it. My honest view is that advertising is beneficial as information and harmful as persuasion, and the industry has spent a century drifting from the first toward the second.

   查看中文翻译

   说实话,两者都有,只是具体比例我一直摇摆不定。我看的足球比赛之所以免费是因为薯片为此买单,我读的新闻、用的应用程序,以及我消费的大部分文化内容,也同样是靠广告资金维持的,这是人们往往会忘记的一个实实在在的好处。广告还能让人们知道有用的东西存在,并为大量的设计和创意工作提供资金,包括我自己的一些工作。不过,它带来的伤害更为隐蔽,它制造出渴望,尤其是在儿童身上,让普通的生活莫名地显得不够好,并在一个可以说本就需要减少消费的世界里推动消费。我的真实想法是:广告作为信息时是有益的,作为说服手段时则是有害的,而这个行业已经花了一个世纪的时间,从前者悄悄滑向了后者。

   为什么是这个分数

   • FC“Both, honestly, in a proportion I keep changing my mind about” — Opening with the single word 'Both' before any full sentence is a more compact, confident structure than the fuller opener used at 6.5, 'I think advertising is both harmful and beneficial'.用单独一个词'Both'作为完整句子之前的开头,比6.5分范文中较为完整的开头'I think advertising is both harmful and beneficial'更紧凑、更自信。
   • LR“it manufactures wanting, especially in children” — 'Manufactures' used metaphorically for artificially creating desire is a precise, more sophisticated verb than the plainer phrase used at 6.5, 'creates wanting'.'Manufactures'被用作隐喻表示人为制造欲望,是一个精准、更高级的动词,比6.5分范文中较为平实的说法'creates wanting'更胜一筹。
   • GRA“advertising is beneficial as information and harmful as persuasion” — This parallel 'X as A and Y as B' structure compresses a contrast into one balanced clause, a more compact and controlled structure than the 'when it... but... when it' sentence used at 6.5.这个平行的'X as A and Y as B'结构将一个对比压缩进一个平衡的分句里,比6.5分范文中'when it... but... when it'的句子结构更紧凑、更有掌控力。

   7.5 分

   The 7.5 answer uses semicolons and a colon to chain the harms into a tight tricolon ('it manufactures wanting... it makes ordinary life look inadequate; and it pushes consumption'), and closes with the more vivid verb 'sliding' in place of 'drifting'.7.5分范文用分号和冒号将各种危害串联成紧凑的三连句('it manufactures wanting... it makes ordinary life look inadequate; and it pushes consumption'),并以更生动的动词'sliding'取代'drifting'收尾。

   Both, in a proportion I keep changing my mind about. The football I watch is free because crisps pay for it; the news I read, the apps I use, most of the culture I consume is funded by advertising, and that's a real benefit people forget. Advertising also tells people that useful things exist, and it funds a great deal of design and creativity, including some of mine. The harm is quieter: it manufactures wanting, especially in children; it makes ordinary life look inadequate; and it pushes consumption in a world that needs rather less of it. My honest view is that advertising is beneficial as information and harmful as persuasion, and the industry has spent a century sliding from the first into the second.

   查看中文翻译

   两者都有,只是具体比例我一直摇摆不定。我看的足球比赛之所以免费是因为薯片为此买单;我读的新闻、用的应用程序,以及我消费的大部分文化内容,都靠广告资金维持,这是人们会忘记的一个实实在在的好处。广告还能让人们知道有用的东西存在,并为大量的设计和创意工作提供资金,包括我自己的一些工作。它带来的伤害则更为隐蔽:它制造出渴望,尤其是在儿童身上;它让普通的生活显得不够好;它在一个理应减少消费的世界里推动消费。我的真实想法是:广告作为信息时是有益的,作为说服手段时则是有害的,而这个行业已经花了一个世纪的时间,从前者滑向了后者。

   为什么是这个分数

   • FC“The harm is quieter: it manufactures wanting, especially in children; it makes ordinary life look inadequate; and it pushes consumption in a world that needs rather less of it” — A colon followed by three semicolon-separated clauses builds a tight tricolon rhythm, a more stylistically controlled structure than the comma-joined list used at 6.5 and 7.0 for the same three harms.一个冒号后接三个用分号隔开的分句,构建出紧凑的三连句节奏,比6.5和7.0分范文中用逗号连接同样三种危害的列举方式展现出更强的文体掌控力。
   • LR“the industry has spent a century sliding from the first into the second” — 'Sliding' is a slightly more vivid, gradual verb than 'drifting' used at 7.0, both being more figurative than the plain phrasing a 6.5 answer would use for the same idea.'Sliding'比7.0分范文中用的'drifting'略微更生动,表现出更渐进的动感,两者都比6.5分范文表达同一想法时可能使用的平实措辞更具比喻性。
   • GRA“that's a real benefit people forget” — Dropping 'often' before 'forget' tightens the sentence slightly compared with the fuller phrase used at 6.5 and 7.0, 'a real benefit people often/tend to forget', showing a more economical grammatical choice.去掉'forget'前的'often',比6.5和7.0分范文中较为完整的说法'a real benefit people often/tend to forget'略微收紧了句子,展现出更经济的语法选择。