Modelo Essay Resumen C2 (2020 exam)

Exercise: Read both texts, take the main ideas from both extracts and write an essay using those ideas and your own. Use your own words whenever is possible. 

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 240-280 words

The Life of Advertising

It is an undeniable fact that outdoor advertising has taken over the world. However, nowadays it is transforming becoming more controversial due to the strategies and eye-catching methods employed, and their environmental impact.

First, it could be said that currently outdoor advertising accomplishes its goal of grabbing the passer-by attention with its billboards and eye grabbing images. That is, even though most of us have grown used to seeing massive posters, they still succeed in making us at least glance at them for a second. Notwithstanding, these advertisements have become more complex, which means that we might have to focus for more than a second to take in what is really being advertised, wasting our time in the process. 

Secondly, thanks to technological innovations, massive digital screens are substituting traditional billboards. Not only are these screens cheaper, but they also are more effective in their tasks as moving images and bright colours, are harder to ignore. Nonetheless, this also means that advertising teams are taking advantage of these shinny tools in order to attract the attention of the less critical part of the population. In addition, as companies are constantly fighting for the consumers’ attention, the advertisements are increasingly becoming more outrageous, and this is not only unwanted for buyers, but it is also damaging the environment and destroying iconic landscapes. 

All in all, the history of outdoor advertising is a fascinating one as its evolution is closely linked to that of humanity. However, we should develop some regulations in order to avoid the over-exposition to this form of commercialization as it not only damages the environment, but it also uses aggressive strategies to target buyers.

280 words