Argument topic:
The following is taken from a memo from the advertising director of a super screen movie production company:
"According to a recent report from our marketing department during the past year, fewer people attended Super Screen produced movies than in any year and yet the percentage of positive reviews by movie reviewers about Super Screen produced movies actually increased during the past year. clearly the contents of these reviews are not reaching enough of our prospective viewers and the problem lies not with the quality of all the movies but with the Public's lack of awareness that movies of good quality are available. It should therefore allocate a greater share of its budget next year to reaching the public through advertising."
Write a response in which you discuss what questions would need to be answered in order to decide whether the recommendation and the argument on which it is based is reasonable. be sure to explain how the answers to these questions would help to evaluate the recommendation.
The adverstising director of Super Screen Movie Production Company believes that an increase in the advertising budget to reach the public will up the number of people watching their movies and in turn improve the revenue of the company.
However, this assumption seems to be fallacious and is not without its shortcomings.
The first and foremost question that arises in our minds is why fewer people have attended Super Screen-prodcued movies in the given year. Is it specific to the movies produced by the company or movies in general?
The advent of online entertainment platforms such as Netflix and Amazon Prime, may have reduced the footfall at the theatre as people may no longer be interested in attending movie premieres at the cinema-hall, because it would premiere on an online platform shortly after its release.
Again, a pandemic such as the Coronavirus-disease 2019, led to the closure of theatres for several months, and may have contributed to the dip in revenue. Alternately, an increase in the cost of tickets at the cinema halls, may have deterred the audience from visiting as often as they earlier did, due to budget constraints.
The advertising director refers to positive movie reviews to claim that the quality of the movie produced by the production house is good. This is a flawed reasoning because more often that one would like to believe, the taste of reviewers and critics are very different from that of the audiences. May be the reviewers liked the movie for its depth or layered approach, which the general public was not able to understand.
In contrast, it could be that the reviewers were writing biased reviews for personal benefit, in which case, the correct question to be asked will be what can be done to improve the quality of the movies made by the production house? Another pertinent question in this regard will be - what type of movies are the audience willing to watch? This can be found out by analysing the sort of movies are becoming hits or blockbusters during the times. Whether comedy movies are entertaining the public or romantic ones are engaging them or is it horror that people are being attracted to.
It could also be that the Super Screen company has made changes in the types of movies its produced, the techniques of movie production or maybe gave chance to newcomers instead of established actors - and as a result may not have been able to pull the usual crowd to the screens.
The theory that increasing the advertising budget will attract more people to movies, may or may not be true. It is not necessary that everyone who views the advertisements watches the movie. Afterall, we watch so many advertisement throughout the day on multiple platforms, but do we buy all the products? No.
Also, if the reason for lack of audiences is not that shortage of information about the movie, but personal, financial or other reasons, advertising is unlikely to increase business. The purpose of advertising to the inform, persuade and remind the people, but when they are already informed and intransigent, no amount of advertisements will be able to do the job for them.
Instead, a holistic approach to check the causes that have resulted in the reduced viewership needs to be undertaken by the company, and commensurate changes should be made to increase their overall revenue.
Comments
e-rater score report
Attribute Value Ideal
Final score: 3.5 out of 6
Category: Satisfactory Excellent
No. of Grammatical Errors: 0 2
No. of Spelling Errors: 0 2
No. of Sentences: 21 15
No. of Words: 563 350
No. of Characters: 2717 1500
No. of Different Words: 267 200
Fourth Root of Number of Words: 4.871 4.7
Average Word Length: 4.826 4.6
Word Length SD: 2.737 2.4
No. of Words greater than 5 chars: 199 100
No. of Words greater than 6 chars: 149 80
No. of Words greater than 7 chars: 99 40
No. of Words greater than 8 chars: 53 20
Use of Passive Voice (%): 0 0
Avg. Sentence Length: 26.81 21.0
Sentence Length SD: 10.464 7.5
Use of Discourse Markers (%): 0.667 0.12
Sentence-Text Coherence: 0.289 0.35
Sentence-Para Coherence: 0.289 0.50
Sentence-Sentence Coherence: 0.074 0.07
Number of Paragraphs: 1 5
Grammar and spelling errors:
Line 6, column 304, Rule ID: HE_VERB_AGR[8]
Message: The proper name in singular (May) must be used with a third-person verb: 'is'.
Suggestion: is
...fferent from that of the audiences. May be the reviewers liked the movie for its d...
^^
Line 6, column 382, Rule ID: GENERAL_XX[1]
Message: Use simply 'public'.
Suggestion: public
...ts depth or layered approach, which the general public was not able to understand. In contra...
^^^^^^^^^^^^^^
Line 9, column 192, Rule ID: AFTERALL[1]
Message: Did you mean 'after all'?
Suggestion: After all
...s the advertisements watches the movie. Afterall, we watch so many advertisement through...
^^^^^^^^
Line 10, column 213, Rule ID: A_INFINITVE[1]
Message: Probably a wrong construction: a/the + infinitive
...business. The purpose of advertising to the inform, persuade and remind the people, but wh...
^^^^^^^^^^
Line 10, column 375, Rule ID: WHITESPACE_RULE
Message: Possible typo: you repeated a whitespace
Suggestion:
...ts will be able to do the job for them. Instead, a holistic approach to check th...
^^^
Transition Words or Phrases used:
also, but, first, however, if, may, so, in contrast, in general, sort of, such as, as a result
Attributes: Values AverageValues Percentages(Values/AverageValues)% => Comments
Performance on Part of Speech:
To be verbs : 34.0 19.6327345309 173% => OK
Auxiliary verbs: 20.0 12.9520958084 154% => OK
Conjunction : 21.0 11.1786427146 188% => OK
Relative clauses : 16.0 13.6137724551 118% => OK
Pronoun: 35.0 28.8173652695 121% => Less pronouns wanted
Preposition: 76.0 55.5748502994 137% => OK
Nominalization: 13.0 16.3942115768 79% => OK
Performance on vocabulary words:
No of characters: 2787.0 2260.96107784 123% => OK
No of words: 563.0 441.139720559 128% => OK
Chars per words: 4.95026642984 5.12650576532 97% => OK
Fourth root words length: 4.87110059796 4.56307096286 107% => OK
Word Length SD: 2.81338331819 2.78398813304 101% => OK
Unique words: 276.0 204.123752495 135% => OK
Unique words percentage: 0.490230905861 0.468620217663 105% => OK
syllable_count: 873.9 705.55239521 124% => OK
avg_syllables_per_word: 1.6 1.59920159681 100% => OK
A sentence (or a clause, phrase) starts by:
Pronoun: 7.0 4.96107784431 141% => OK
Article: 12.0 8.76447105788 137% => OK
Subordination: 2.0 2.70958083832 74% => OK
Conjunction: 5.0 1.67365269461 299% => Less conjunction wanted as sentence beginning.
Preposition: 2.0 4.22255489022 47% => More preposition wanted as sentence beginning.
Performance on sentences:
How many sentences: 21.0 19.7664670659 106% => OK
Sentence length: 26.0 22.8473053892 114% => OK
Sentence length SD: 60.9919142628 57.8364921388 105% => OK
Chars per sentence: 132.714285714 119.503703932 111% => OK
Words per sentence: 26.8095238095 23.324526521 115% => OK
Discourse Markers: 4.47619047619 5.70786347227 78% => OK
Paragraphs: 11.0 5.15768463074 213% => Less paragraphs wanted.
Language errors: 5.0 5.25449101796 95% => OK
Sentences with positive sentiment : 13.0 8.20758483034 158% => OK
Sentences with negative sentiment : 1.0 6.88822355289 15% => More negative sentences wanted.
Sentences with neutral sentiment: 7.0 4.67664670659 150% => OK
What are sentences with positive/Negative/neutral sentiment?
Coherence and Cohesion:
Essay topic to essay body coherence: 0.234165861528 0.218282227539 107% => OK
Sentence topic coherence: 0.0783738285457 0.0743258471296 105% => OK
Sentence topic coherence SD: 0.0799196420822 0.0701772020484 114% => OK
Paragraph topic coherence: 0.103586633948 0.128457276422 81% => OK
Paragraph topic coherence SD: 0.100956934049 0.0628817314937 161% => OK
Essay readability:
automated_readability_index: 15.3 14.3799401198 106% => OK
flesch_reading_ease: 45.09 48.3550499002 93% => OK
smog_index: 8.8 7.1628742515 123% => OK
flesch_kincaid_grade: 13.4 12.197005988 110% => OK
coleman_liau_index: 11.73 12.5979740519 93% => OK
dale_chall_readability_score: 8.71 8.32208582834 105% => OK
difficult_words: 135.0 98.500998004 137% => OK
linsear_write_formula: 10.5 12.3882235529 85% => OK
gunning_fog: 12.4 11.1389221557 111% => OK
text_standard: 9.0 11.9071856287 76% => OK
What are above readability scores?
---------------------
Maximum six paragraphs wanted.
Rates: 66.67 out of 100
Scores by essay e-grader: 4.0 Out of 6
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Note: the e-grader does NOT examine the meaning of words and ideas. VIP users will receive further evaluations by advanced module of e-grader and human graders.