Sunday, 26 November 2017

CPE Essay Sample: The development of outdoor advertising

Hello Gustavo, 

I am going to take the CPE test next week on December the 2nd and I am not sure whether my writings have the level of what is expected in a CPE exam. 

I have attached samples of Part 1 and Part 2 of the writing part and I would be very grateful if you could have a look at them and give me some feedback.

Thank you very much for your help.

Kind regards, Ainara 

Write an essay summarising and evaluating the key points from both texts. Use your own words throughout as far as possible, and include your own ideas in your answers.
Write your answer in 240 – 280 words.

The Excitement of Advertising
Outdoor advertising has to attract, engage and persuade potential customers; it is the most important way of grabbing customers’ attention and outdoor media continue to undergo a transformation. At the core of this transformation is the digital screen media, which encompass everything from giant screens to digital billboards. The technology is cheap and advertising agencies rave about the creative possibilities for advertisements which entertain, amuse, inform, make the environment brighter and enliven the world we live in.
Advertising: an undesirable business
Once upon a time outdoor advertising was straightforward. Posters were stuck up on anything from a bus shelter to a motorway hoarding. Many people considered this kind of advertising to be fairly dull, a harmless blot on the landscape and chose to ignore it. These people now regard digital advertising as a form of unwanted, creeping commercialisation: it attracts a buzz simply because it is new. They feel that any advertising which targets children or vulnerable adults is a dubious practice at the best of times, and digital advertising is, moreover, wasteful, damaging to the environment and completely unnecessary.
Write your essay.



These extracts deal with the fascinating issue of outdoor advertising. They reflect on the role this activity plays in modern societies as well as on the evolution of the means used for it.

The first part text underlines that outdoor advertising is nowadays the most powerful tool that a company - or in general anyone willing to sell something - disposes to achieve its goals. It is a sector in continuous evolution ; new technologies have been a revolutionary element for this activity and digital screen media is today the most creative way of advertising. (Feedback: Find a way to connect the last two ideas instead of using " ; " ).

The second text focuses on the tremendous change on how outdoor advertising is perceived by the wide public. Some years ago, advertising techniques were rudimentary and one could easily choose to ignore the messages. Extremely invasive ways of publicity used these days - specially through digital advertising - have provoked that this activity is often thought to be annoying, damaging and even aggressive. (Again, you need to use connectors like "however").

In my opinion, although advertisers are wise when using opportunities given by new technologies - enabling them to easily get through their messages - I consider that in the present context, all agents active in this discipline must think about the means they use and the effects they produce, specially among the most vulnerable groups, such as children. If this serious thinking is not made, there is an important risk for advertising to loose its authority as well as its fundamental role in our society.  (What do you mean with lose authority?)

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