85. This article concludes that businesses using commercial television to promote
their products will achieve the greatest advertising success by sponsoring only highly-
rated programs―preferably, programs resembling the highly-rated non-commercial
programs on public channels. Supporting this claim is a recent study indicating that
many programs judged by viewers to be high in quality appeared on noncommercial
networks, and that the most popular shows on commercial television are typically
sponsored by the best-selling products. This argument is weak because it depends on
three questionable assumptions.
The first of these assumptions is that non-commercial public television programs
judged by viewers to be high in quality are also popular. However, the study cited by the
author concerns viewer attitudes about the high quality of programs on
noncommercial public television, not about their popularity. A program might rate
highly as to quality but not in terms of popularity. Thus, the author unfairly assumes that
highly-rated public television programs are necessarily widely viewed, or popular.
The argument also assumes that programs resembling popular non-commercial
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