写一篇180字的英语作文why a good image is important 谢谢了 或者给我点写作文的连接词

写一篇180字的英语作文why a good image is important 谢谢了 或者给我点写作文的连接词
写一篇180字的英语作文why a good image is important 谢谢了 或者给我点写作文的连接词

写一篇180字的英语作文why a good image is important 谢谢了 或者给我点写作文的连接词
“Image is everything.” Perhaps this statement is an over-exaggeration, but not by much. Billions of dollars are spent every year on creating just the right image for products, services and people. An entire industry has been built upon the premise that image is everything. But when it comes down to it, an appealing image is not enough. If there is no substance behind the image, the product, service or person will ultimately fail. The reality or truth behind the image is at least as important, if not more so, than the image itself.
First of all, one should consider how important image is in the selling of products and services. Advertising agencies have raised the art of creating an image to a state of near perfection. Television commercials create a visual imagery that becomes closely associated with the product itself. Public perception of that product or service is certainly manipulated by the images created by the advertising agencies. However, it is not enough to simply have a good image – there must be something of substance behind the image. An advertisement can be a very powerful way to form an image for a product or a service that persuades the consumer to buy the product or try the service. But if the product or service does not live up to the image that was created, the customer will be very dissatisfied and possibly seek recourse by asking for their money back. As an example, consider the Arthur Andersen accounting firm. Arthur Andersen had spent decades building up an image of trustworthiness and integrity. But the recent Enron energy company scandal revealed that behind that image, there was corruption and dishonest business practices. Despite having previously had an extremely positive image, the accounting firm is under prosecution by the United States government for criminal actions and it will probably not survive as a business entity. Although the image had been nearly perfect, the reality behind the image has led to the downfall of the world famous accounting firm. Image is important, but the reality and truth behind that image is at least equally important.
Similarly, personal consultants can build up a public image for politicians and movie stars. Putting out positive news releases, making sure that only the best photographs are published, and ensuring that the person is seen in all the right places can build up a very positive image in the view of the general populace. But once again, although image is important, if there is no truth behind that image, the public will find out. History is filled with examples of both politicians and movie stars that fell from grace despite having highly polished, favorable images in the public eye. It is almost a cliché now – the story of the Hollywood actor succumbing to the pressures of fame and fortune and checking into a rehabilitation center. Hardly a month goes by without some famous person doing something that clashes with his or her image, resulting in a huge scandal. With people, just as with products and services, image is certainly important, but without positive substance behind the image, failure is imminent.
To summarize, it is clear that an appealing image is extremely important to success, whether that image is associated with selling a product or service or with the “selling” of a person. Without an appealing image, there is not much chance for a politician to be elected or for a new product to become a worldwide hit. But image is only half of the equation. What lies behind that image is every bit as important as the image itself – the person or product must deliver on that image or there is little chance for long-term sustained success.
(619 words)
参考译文
在当代社会, 创造一个有魅力的形象比形象背后的现实或真理还要重要
“形象就是一切.”也许这种说法过于夸张,但夸张得并不严重.每年都有几十亿美元花在为产品、服务和人们创造合适的形象上,以形象就是一切为立足点的一个完整的产业已经建立.但实际上一个有吸引力的形象并不是足够的,假如在形象背后没有内容,产品、服务和人将彻底失败.形象背后的现实或真理最起码与形象本身同等重要,如果不是比形象更重要的话.
首先,人们应该考虑在出售产品和服务过程中形象有多么重要.广告代理们已经把创造形象的艺术发挥到了近乎完美的状态,电视商家创造了与产品本身紧密相关的视觉形象,而那种产品或服务的公共观念当然地受制于广告代理们创造的形象.但是,仅仅拥有一个好的形象是不够的.在为产品或服务制造形象以促使顾客购买产品或尝试服务方面,广告可谓是非常有力的途径.但假如产品或服务并不能等同于所创造的形象,顾客将会不乐意并有可能试图把钱索要回来.举一个例子,想一想亚瑟?安达信会计公司吧.亚瑟?安达信花了几十年时间建立可信与诚实的形象,但安然能源公司丑闻揭露了形象的背后存在着腐败和不诚实的商业行为.尽管以前有完全正面的形象,会计公司还是被美国政府指控有犯罪行为,而且它非常有可能不能恢复为一个商业实体.虽然形象近乎完美,形象背后的现实还是导致了这个世界著名公司的崩溃.形象是重要的,但形象背后的现实和真理最起码是同样的重要.
与此相似的是个人顾问可以为政治家或电影明星建立一个公众形象,发布正面的新闻,确保只有最好的照片被出版,以及保证此人只在合适的场合露面,从而可以在公众的心目中建立起积极的形象.但是话又说回来,虽然形象是重要的,假如没有真理在其后,公众必将会发现这一点.历史上这种例子不胜枚举：政治家和电影明星从体面中落泊,尽管在公众心目中有着精心包装、深受喜爱的形象.好莱坞演员被名誉和财富压垮并被送进康复中心几乎是家喻户晓的故事了.几乎没有一个月不发生某个著名人物连同他或她的形象垮掉并成为大丑闻的事.对人来说,就像对产品和服务来说一样,形象当然是重要的,但如果在形象后面没有积极的实在的东西,失败也就为时不远了.
总之,有魅力的形象对成功来说是极其重要的,不管它是与卖产品或服务有关还是与“卖”人有关.没有一个有魅力的形象,一个政治家获得选举或一个新产品成为轰动全球的热销品的机会不大,但形象只是方程的一半,形象背后的东西在每一点上都与形象本身同样重要——人或产品必须与形象保持一致,否则长期保持成功的机会将甚为渺茫.