The research indicates that nowadays some consumers are less influenced by

advertising than in the past, what are the reasons and is it a positive or negative
development?

Vcab :
Collocation Meaning
A planned series of advertisements promoting a
Advertising campaigns
product/service
Promotional tactics / marketing Strategies used to attract customers’ attention, often
gimmicks exaggerated
Persuasive power of advertising The ability of ads to influence consumer behavior
Target audience The group of people that ads are intended to reach
Study of how people’s emotions and thoughts affect
Consumer psychology
buying choices
Brand image The reputation or impression of a company/brand
Brand loyalty When consumers repeatedly buy the same brand
Showing products in movies, shows, or online content
Product placement
as ads
Methods of promoting products online (social media,
Digital marketing strategies
SEO, etc.)
Any type of promotional content meant to sell
Commercial messages
something
Purchasing decisions / buying
Choices consumers make when shopping
patterns
Consumer autonomy / Consumers having control over their own buying
empowerment decisions
Informed consumer choices Decisions made after careful research and comparison
Consumer skepticism Doubt or distrust towards advertising claims
Brand transparency When companies are open and honest with consumers
Peer-to-peer recommendations Advice from friends, family, or other customers
Promotion through conversations and personal
Word-of-mouth marketing
opinions
Customer trust and credibility Belief that a brand is reliable and honest
Advertising becoming less powerful in shaping
Declining influence of advertising
behavior
Saturation of advertisements Too many ads everywhere, leading to boredom
Advertising fatigue / ad fatigue When people are tired of ads and stop noticing them
Desensitization to commercials When frequent ads no longer affect people emotionally
Rise of ad-blocking technologies Tools that remove ads from online platforms
Increasing reliance on online
Consumers prefer checking product feedback online
reviews
Demand for authenticity Consumers want real, honest information from brands
Shift towards consumer-driven
Markets shaped by consumer preferences, not ads
markets
Encourage product innovation Push companies to create better, new products
 Collocation Meaning
Foster fair competition Create a balanced market between big and small firms
Strengthen consumer protection Safeguard customers from misleading ads
Promote market transparency Make product information more open and accessible
Improve product quality Motivate companies to offer better goods
Empower customers to make
Allow buyers to decide based on facts, not ads
rational decisions
Hinder small businesses from
Make it harder for new firms to attract customers
reaching wider audiences
Reduce brand visibility Make products less well-known to the public
Weaken the advertising industry Reduce jobs and revenue in advertising
Limit awareness of new products
Prevent consumers from discovering new goods
and services
Economic drawbacks for media
Loss of income for TV, newspapers, or websites
platforms dependent on ads
Collocation Meaning
When consumers are overwhelmed by the sheer
Advertising saturation
volume of ads
Erosion of advertising
Decline in the trust people place in ads
credibility
Heightened consumer Stronger doubts from consumers about advertising
skepticism claims
Overexposure to commercial
Being bombarded with too many ads repeatedly
content
Consumer resistance to
When people consciously reject being influenced
persuasion
Authenticity-driven Buying decisions motivated by a brand’s honesty and
consumption values
Reviews, blogs, or social media posts created by
Peer-generated content
consumers
Diminished persuasive impact Reduced ability of ads to influence people
When consumers gain more equal access to
Information asymmetry
information, reducing the power imbalance between
reduction
brands and buyers
Shift towards experiential Preference for real experiences (reviews, trials) over
consumption ads
The distance between what ads promise and what
Credibility gap in advertising
consumers believe
Advertising avoidance behavior When consumers actively skip or block ads
Online ads shown based on personal data and browsing
Algorithm-driven targeting
patterns
Consumer empowerment The broader trend of consumers demanding more
movement control and fairness
Trust deficit in traditional Lack of confidence in TV, print, or radio ads compared
advertising to modern channels

Outline:
Body 1: reduction
 Rise of digital media ( advent of the internet and social media platforms )
-> make informed decisions -> turn to online reviews, recommendations from peers,
and social media influencers # rely on advertisements
-> the sheer volume of ads -> advertising fatigue -> be inundated with many ads ->
ignore
Eg: pop-up ads / banner advertisements -> intrusive
Body 2:
 Increased skepticisms
-> cautious and doubt the credibility of marketing claims # take advertisements at face
values
Eg: this skepticism -> amplified -> false advertising and misleading information ->
make pp aware of the potential to be misled
Body 3: perspective
 Positive
-> consumers -> critical and discerning -> no longer as easily manipulated by
commercial interests
-> make decisions -> based on facts and personal experiences # being swayed by
emotionally -driven marketing tactics
-> pressure on companies -> deliver genuine values # rely on flashy ads -> encourage
ethical marketing practices and improved product quality

The research indicates that nowadays some consumers are less influenced by
advertising than in the past, what are the reasons and is it a positive or negative
development?

Researchers have shown that advertising no longer exerts the same persuasive impact
on consumers as it once did. This essay will explore the reasons behind this trend and
discuss whether it represents a positive or negative enhancement.( enhancement" không tự
nhiên, ) -> development

One of the principal benefits for-> reasons for this decline in the influence of
advertising is the rise of digital media. Thanks to the advent of the internet and social
media platforms, consumers are allowed to -> are empowered to/can not only make
more informed decisions but also turn to online reviews, recommendations from peers
and social media influences -> influencers instead of relying solely on advertisements
which lack in true experiences.( sai coll)-> lack authenticity/ do not reflect real
experiences .Furthermore, the sheer volume of ads can lead to the advertising fatigue,(
nói chung chung thì bỏ the ) -> advertising fatigue where people are inundated with
many ads that ( kh dc nối 2 mệnh đề bằng dấu, ) they are likely to ignore them. This
is true with pop-up ads and banner advertisements which make people find them
intrusive. ( lủng củng )-> which many people consider intrusive

Another point worth noting which leads to( câu hơi cứng )-> another factor behind the
the reduced impact of advertisements is the increased skepticism among users.
Consumers now are-> consumers are now more cautious and doubt the credibility of
many marketing claims, contrary to the past when people only took advertisements at
face values-> face value . This skepticism is amplified by the fact that false
advertising and misleading information have been exposed numerous times, making
consumers aware of the potential to be misled. -> potential risk of being misled.
Personally, I firmly believe that this development brings many benefits to the society.(
society chỉ chung chung kh dùng the )-> society . In contrast with the past, users are
becoming more critical and discerning which make -> means them are no longer
easily manipulated by commercial interest-> commercial interests . Therefore, their
decisions are mainly based on facts and personal experiences rather than being
swayed by being emotionally-driven marketing tactics ( trùng thừa being) -> being
swayed by emotionally-driven marketing tactics . This trend also puts pressure on
companies and businesses to deliver genuine values-> genuine value instead of
relying on creating flashy ads,-> relying on flashy ads encouraging ethical marketing
practices and improved product qualities. -> improving product qualities

In conclusion, the reasons for the decline in advertising is -> are the rise in digital
media and increased skepticism. I contend that this is a largely positive trend as it
allows consumers make-> allows consumers to make more informed and independent
choices, resulting in better products and marketing transparency.
Band 9:

Introduction
Research indicates that advertising no longer exerts the same persuasive power on
consumers as it once did. This essay will examine the reasons behind this trend and
argue that it represents a largely positive development.

Body 1
One of the principal reasons for the decline in advertising’s influence is the rise of
digital media. With the advent of the internet and social networking platforms,
consumers are empowered not only to make more informed decisions but also to
consult online reviews, peer recommendations, and social media influencers. These
authentic sources often carry more weight than advertisements, which frequently lack
credibility or real-life experiences. Furthermore, the sheer volume of marketing
messages has created advertising fatigue. People are inundated with pop-ups and
banner ads, many of which they find intrusive, and thus tend to ignore or block them
altogether.

Body 2
Another factor behind the reduced impact of advertisements is the heightened
skepticism of modern consumers. Unlike in the past, when advertisements were
largely accepted at face value, people today are more cautious and discerning. This
critical mindset has been reinforced by repeated instances of false or misleading
claims, which have eroded public trust in traditional marketing. Consequently,
individuals are far less likely to be manipulated by emotionally charged messages and
instead rely on verifiable information and genuine experiences before making
purchasing decisions.

Body 3 (Opinion)
This shift should be regarded as a positive development. By questioning commercial
messages, consumers enhance their autonomy and make choices grounded in facts
rather than emotions. Moreover, businesses are pressured to compete through genuine
value, ethical marketing practices, and improvements in product quality, rather than
flashy promotional campaigns. In the long term, this fosters transparency,
accountability, and higher standards within the advertising industry.

Conclusion
In conclusion, the diminishing impact of advertising can be attributed to the rise of
digital media and the growing skepticism of consumers. Far from being detrimental,
this trend empowers individuals to make more informed and independent choices
while encouraging companies to operate with greater honesty and integrity.

1. Từ vựng học thuật (Academic)

 persuasive appeal → sự hấp dẫn mang tính thuyết phục
 consumer psychology → tâm lý người tiêu dùng
 brand loyalty → lòng trung thành với thương hiệu
 target audience / demographic → nhóm khách hàng mục tiêu
 marketing strategy → chiến lược tiếp thị
 endorsement by celebrities → quảng cáo có sự bảo chứng của người nổi tiếng
 emotional manipulation → sự thao túng cảm xúc
 consumer autonomy → quyền tự chủ của người tiêu dùng
 messages → thông điệp thương mại
 the commodification of society → sự thương mại hóa xã hộ

📍 2. Collocations nâng cao

 saturate the market with advertisements → bão hòa thị trường bằng quảng cáo
 bombard consumers with promotional content → dồn dập nhồi nhét nội dung
quảng cáo
 cultivate brand recognition → xây dựng sự nhận diện thương hiệu
 shape consumer behavior → định hình hành vi tiêu dùng
 exploit psychological triggers → khai thác các yếu tố tâm lý kích thích
 erode public trust → làm xói mòn niềm tin công chúng
 reinforce social stereotypes → củng cố định kiến xã hội
 blur the line between reality and exaggeration → làm mờ ranh giới giữa thực
tế và phóng đại
 fuel materialism and consumerism → thúc đẩy chủ nghĩa vật chất và tiêu dùng
quá mức
 stimulate impulse buying → kích thích hành vi mua sắm bốc đồng

📍 3. Phrases để đưa quan điểm (Task 2)

 “Advertising has become increasingly ubiquitous, shaping how individuals
perceive products and services.”
 “In many cases, marketing campaigns deliberately manipulate emotions rather
than presenting factual information.”
 “While advertisements can raise awareness of products, they also risk
exacerbating consumerism and overconsumption.”
 “The ethical implications of advertising deserve greater scrutiny, particularly
when children are the target audience.”
 “The decline in advertising’s influence reflects a welcome shift towards
consumer empowerment and critical thinking.”

📍 4. Idiomatic / Advanced expressions

 a double-edged sword → con dao hai lưỡi
 window-dressing → lớp vỏ bọc bên ngoài, che đậy sự thật
 hard-sell tactics → chiến lược bán hàng “ép buộc”, quá lộ liễu
 soft power of persuasion → sức mạnh mềm trong thuyết phục
 word-of-mouth marketing → quảng cáo truyền miệng
 the fine line between persuasion and manipulation → ranh giới mong manh
giữa thuyết phục và thao túng

Bài mẫu Band 9

Introduction
Recent research suggests that advertising has lost much of its persuasive power over
modern consumers. This essay will examine the main reasons for this decline and
argue that the trend should be considered a largely positive development.

Body 1 – Digital media

One major reason behind the diminishing impact of advertising is the widespread
availability of digital media. With the advent of the internet and social networking
platforms, individuals are now empowered to make better-informed purchasing
decisions by consulting online reviews, peer recommendations, and independent
consumer forums. These sources of information are generally perceived as more
authentic than commercial campaigns, which often exaggerate or distort reality. In
addition, the overwhelming prevalence of pop-up and banner advertisements has
resulted in what is commonly termed “advertising fatigue.” People are so inundated
with intrusive messages that they are more inclined to ignore, skip, or even block
them entirely.

Body 2 – Consumer skepticism

A further factor contributing to this phenomenon is the growing skepticism of modern
audiences. Unlike in the past, when advertising was readily accepted at face value,
consumers today are far more cautious and discerning. This critical attitude has been
reinforced by repeated instances of false or misleading claims, which have eroded
public trust in traditional marketing channels. Consequently, buyers are less likely to
be swayed by emotionally charged or manipulative appeals and instead base their
decisions on verifiable facts and genuine experiences.
Body 3 – Positive impacts
This development is, on balance, highly beneficial. By questioning promotional
content, consumers enhance their autonomy and safeguard themselves against
exploitation. More importantly, companies are compelled to compete by offering
genuine value, ethical marketing practices, and tangible improvements in product
quality rather than relying on flashy or deceptive campaigns. Over time, this shift is
likely to foster greater transparency and accountability within the advertising industry,
ultimately benefiting both businesses and society at large.

Conclusion
In conclusion, the decline in the influence of advertising can be attributed to the rise
of digital media and the increasing skepticism of consumers. Far from being harmful,
this trend empowers individuals to make independent and rational choices while
encouraging corporations to uphold higher standards of honesty and integrity.