In conclusion, the author has failed to make the case for the claim that technological innovation as well as the evolution of architectural styles and design will be minimized in the future. To strengthen the argument the author would have to show that similar safety code restrictions impede the evolution of the design and the innovation of new technologies in the construction of private buildings. Additionally, the author must show that materials and methods are the prime determinants of architectural style and design.
58.
In an advertising experiment, Big Board, Inc. displayed the name and picture of a . little-known athlete on several of its local billboards over a 3-month period. Because the experiment increased recognition of the athletes name, Big Boards now argues that local companies will increase their sales if they advertise their products on Big Boards billboards. This argument is unconvincing for two important reasons.
The main problem with this argument is that the advertising experiment with the athlete shows only that name recognition can be increased by billboard advertising; it does not show that product sales can be increased by this form of advertising. Name recognition, while admittedly an important aspect of a products selling potential, is not the only reason merchandise sells. Affordability, quality, and desirability are equally, if not more, important features a product must possess in order to sell. To suggest, as Big Boards campaign does, that name recognition alone is sufficient to increase sales is simply ludicrous.
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