GRE写作部分将重点考察考生有针对性地对具体考题做出反应的能力，而非要求考生堆砌泛泛的文字。具体说来，这些重点关注的能力包括：1、 清楚有效地阐明复杂观点；2、 用贴切的事理和事例支撑观点；3、考察/验证他人论点及其相关论证；4、支撑一个有针对性的连贯的讨论；5、控制标准书面英语的各个要素。写作部分将联合考察逻辑推理和分析写作两种技能，并且将加大力度引进那些需要考生做出有针对性的回应的考题，降低考生依赖事前准备（如背诵）的材料的可能性。
Turning first to the statement's threshold claim, do many ads actually use this technique to
sell products in the first place? Consider ads like the wildly popular Budweiser commercial
featuring talking frogs. There's nothing in that ad to emulate; its purpose is merely to call
attention to itself. Notwithstanding this type of ad, in my observation the majority of ads provide
some sort of model that most consumers in the target market would want to emulate, or "be
like." While some ads actually portray people who are the opposite of what the viewer would
want to "be like," these ads invariably convey the explicit message that to avoid being like the
person in the ad the consumer must buy the advertised product. As for whether the many,
many ads portraying models are effective in selling products, I am not privy to the sort of
statistical information required to answer this question with complete certainty. However, my
intuition is that this technique does help sell products; otherwise, advertisers would not use it
so persistently.
Turning next to the statement's ultimate claim that these ads are effective because they help
people who buy the advertised products feel better about themselves, I find this claim to be
specious. Consumers lured by the hope of "being like" the person in an ad might experience
some initial measure of satisfaction in the form of an ego boost. We have all experienced a
certain optimism immediately after acquiring something we've wanted a good feeling that
we're one step closer to becoming who we want to be. However, in my experience this sense
of optimism is ephemeral, invariably giving way to disappointment that the purchase did not
live up to its implicit promise.
One informative example of this false hope involves the dizzying array of diet aids, skin
creams, and fitness machines available today. The people in ads for these products are
youthful, fit, and attractive what we all want to "be like." And the ads are effective in selling
these products; today's health-and-beauty market feeds a multi-billion dollar industry. But the
end result for the consumer is an unhealthy preoccupation with physical appearance and
youth, which often leads to low self-esteem, eating disorders, injuries from over-exercise, and
so forth. And these problems are sure signs of consumers who feel worse, not better, about
themselves as a result of having relied on the false hope that they will "be like" the model in the
ad.
Another informative example involves products that pander to our desire for socioeco-nomic
status. Ads for luxury cars and upscale dothing typically portray people with lucrative careers
47
living in exclusive neighborhoods. Yet, I would wager that no person whose life-style actually
resembles these portrayals could honestly claim that purchasing certain consumer products
contributed one iota to his or her socioeconomic success. The end result for the consumer is
envy of others that can afford even more expensive possessions, and ultimately low
self-esteem based on feelings of socioeconomic inadequacy.
In sum, while ads portraying people we want to "be like" are undoubtedly effective in selling
products, they are equally ineffective in helping consumers feel better about themselves. In
fact, the result is a sense of false hope, leading ultimately to disappointment and a sense of
failure and inadequacy--in other words, feeling worse about ourselves.
Issue 42
"When we concern ourselves with the study of history, we become storytellers. Because we
can never know the past directly but must construct it by interpreting evidence, exploring
history is more of a creative enterprise than it is an objective pursuit. All historians are
storytellers."
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