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½â´ð Mo Yan£¬whose real name is Guan Moye£¬is a writer with many famous novels£¬the best of which include Red Sorghum Clan£¬The Republic of Wine and Life and Death Are Wearing Me Out and so on£®£¨¸ß·Ö¾äÐÍ£©Mo Yan has been awarded the 2012 Nobel Prize for Literature by the Nobel Prize Committee who think that the works by Mo Yan have merged hallucinatory realism with folk tales£¬and history with the contemporary society£®£¨¸ß·Ö¾äÐÍ£©In Mo Yan's opinion£¬he has been granted this honor for the following reasons£¬the first being that the literary quality of his works has impressed the members of the Nobel Prize Committee£®Besides£¬his works present the unique cultures and customs of China to the world£¬and at the same time he has written his novels from the perspective of humanism£¬which has gone beyond the limit of countries and races£®£¨¸ß·Ö¾äÐÍ£©On the other hand£¬in terms of the view held by some people that he does not deserve the prize£¬he has expressed his gratitude to them£¬as they remind him of his strengths and weaknesses£®£¨¸ß·Ö¾äÐÍ£©

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2£®Commercial advertisement was once thought of as a technique of the marketers to inform the potential buyers about the availability of certain products£®It was seen more as a medium to inform the buyers rather than persuade them to buy£®The present day marketers see advertisement as a medium to damage the image of their competitors and their products£®This indeed£¬is an undesirable and an immoral practice£®Instead of speaking about their own products£¬these marketers speak about the drawbacks £¨often without any basics£© of the competing products£®
People watching TV advertisements would notice that there has always been an advertisement war between the marketers of different consumer goods£®A few such cases are given below£®
1£®Parachute Coconut Oil vs£®V£®V£®D£®Gold
Some time back£¬the producer of V£®V£®D Gold Coconut Oil claimed in their TV advertisement that only their products was superior and the one sold in blue colour bottles £¨the reference was to Parachute coconut oil£© was suitable only for un-natural hair£®
2£®Tata Salt vs£®Captain Cook
Tata salt was first iodised £¨µâ´¦Àí£© salt marketed by an Indian Company£®It has been enjoying a good and steady market£®Captain Cook£¬another producer of iodised salt£¬who entered the market later£¬had to adopt some strategy to get control of the market£®The TV advertisement of Captain Cook stressed on¡®Free flow'of their salt when transferred to a container£®The producer of Tata Salt retaliated £¨±¨¸´£© by saying that the claim of Captain Cook was a trick and those who were quality conscious should deal with it with caution£®
3£®Pepsi vs£®Coco Cola
Coca Cola was selected as the official soft drink for the Wills World Cricket 1996£®When the cricket series was on£¬the marketers of Pepsi constantly advertised on TV£®Their advertisement gave the idea that the cricketers preferred only Pepsi and as a matter of fact there was nothing official about it£®
4£®Horlicks vs£®Complan
Sometime back£¬the TV advertisement of Complan£¬a health drink directly attacked Horlicks£¬which has been in the market for several decades£®The claim of Complan was that their brand £¨which according to them was Brand C£© has a higher percentage of ingredients £¨²ÄÁÏ£© compared to Brand H £¨reference was nothing but to Horlicks£©£®
The above examples clearly show how the technique of advertisement is misused by some marketers to ruin the image of their competitors£®This£¬certainly£¬is not a healthy trend£®
Any marketer should only speak about his products and not about his competitors'products£®The awareness of consumers has certainly increased over the years and they are no longer easily taken in£®There are many consumer products like salt£¬oil shaving blades etc£®But one thing for sure is that offering the same product in a different container will not make the product different£®
Mass media like Radio£¬Television and newspaper should not allow advertisements that tell lies£®Legal regulations£¬in this regard£¬should also be made stricter£®
Comparison of the past and the present
In the pastAt present
A technique mainly used for offering £¨66£©
information 
A trick used as a means of unfair 
£¨67£©
competition 
Unhealthy trend of the £¨68£©
misuse of advertisement
£¨69£©
Cases/Examples given
ProductsWrong £¨70£©
practice£¨s£©
V£®V£®D£®Goldl No product of the kind could £¨71£©
match it£®
Captain Cookl Captain Cook stressed on their"free flow"when their product was put into a container£®
Tata Saltl Tata salt warned consumers to be 
£¨72£©
cautious/careful£®
Pepsil Too much advertisement on TV seemed to say that Pepsi was the cricketers'£¨73£©
favorite£®
Complanl Complan claimed that their product was much £¨74£©
richer in ingredients£®
SolutionsOnly £¨75£©
qualityof products is allowed to be mentioned in the advertisement£®Stricter laws should be made to protect every producers'and consumers'benefits£®
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He flew into the water£¬not realizing that as he swam toward the middle of the lake£¬an alligator £¨ÃÀÖÞöùÓ㣩 was swimming toward the shore£®His mother in the house was looking out of the window and saw the two as they got closer and closer together£®In utter fear£¬she ran toward the water£¬yelling to her son as loudly as she could£® £¨62£©C It was too late£®
Just as he reached her£¬the alligator reached him£®From the dock£¬the mother grabbed her little boy by the arms just as the alligator snatched his legs£® £¨63£©DThe alligator was much stronger than the mother£¬but the mother was much too passionate to let go£®A farmer happened to drive by£¬heard her screams£¬raced from his truck£¬took aim£¬and shot the alligator£®
Remarkably£¬after weeks and weeks in the hospital£¬the little boy survived£® £¨64£©E And£¬on his arms were deep scratches where his mother's fingernails dug into his flesh in her effort to hang on to the son she loved£®
The newspaper reporter£¬who interviewed the boy after the trauma£¨Í´¿àµÄ¾­Àú£©£¬asked the boy if he would show him his scars£®The boy lifted his pant legs£®And£¬then£¬with obvious pride£¬he said to the reporter£¬"But look at my arms£®I have great scars on my arms£¬too£®I have them because my Mom wouldn't let go£®"
We have scars£¬too£®Not from an alligator£¬but the scars of a painful past£® £¨65£©AWe foolishly get into dangerous situations£¬not knowing what lies ahead£®The swimming hole of life is filled with danger and we forget that the enemy is waiting to attack£®That is when the tug-of-war begins£®If you have the scars of love on your arms£¬be very£¬very grateful£®And never judge another person's scars£¬because you don't know how they were made£®

A£®Some of those scars are unsightly and have caused us deep regret£®
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£¨37£©F For example£¬the biggest Swedish company sells different kinds of things on TV in 15European countries£¬and in one year it made©†100million£®In France there are two teleshopping channels£¬and the French spend about©†20million a year to buy things through those channels£®
In Germany£¬until last year teleshopping was only possible on one channel for 1 hour every day£®Then the government allowed more teleshopping£®Other channels can open for tele-business£¬including the largest American teleshopping company and a 24-hour teleshopping company£®£¨38£©G
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C£®German teleshopping business is controlled by American£®
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The popularity of the fantasy novels Harry Potter and the great success of the Potter movie series have aroused Potter fans'craze about the author-Joanne Kathleen Rowling£®
Rowling started writing after graduating with£¨41£©I£®Nonetheless£¬this was not supposed to be her main job£¬as she was already working as a secretary£®She found her job rather boring and was frequently absent-minded£¬as she was always taking notes for sudden ideas for future stories£®She was fired£¨42£©Aand went from one job to another£®
Finally£¬a trip by train £¨43£©Jher to produce a story about a young wizard £¨Î×ʦ£©born with responsibilities to fight£¨44£©Fforces£®Unfortunately£¬her idea could not be developed due to her mother's sudden death£®Shocked and depressed£¬Rowling left Britain£®When she returned£¬she was already a £¨45£©Bsingle mother with a little daughter£®in spite of all the frustrations in life£¬she managed to put her£¨46£©Dstory to the point£®Harry Potter was published and became a£¨n£©£¨47£©Ein no time£®The Potter books have£¨48£©Hworldwide applause£¬won multiple awards£¬and have been the basis for a popular series of films£¬in which Rowling had overall approval on the scripts £¨½Å±¾£©and maintained creative control at the same time by£¨49£©CAs a producer in the films£®It is through Harry Potter that Rowling has led a"rags to riches"reality show£¬where she progressed from living on social security to multi-millionaire status£®

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