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  The following is taken from a memo from the advertising director of the Silver Screen Movie Production Company.  

  "According to a recent report from our marketing department, fewer people attended movies produced by Silver Screen during the past year than in any other year.  And yet the percentage of generally favorable comments by movie reviewers about specific Silver Screen movies actually increased during this period.  Clearly, the contents of these reviews are not reaching enough of our prospective viewers; so the problem lies not with the quality of our movies but with the public's lack of awareness that movies of good quality are available.  Silver Screen should therefore spend more of its budget next year on reaching the public through advertising and less on producing new movies."  

  Americans are spending millions of their hard earned dollars to see the latest theatrical productions, and we here at Silver Screen want to exploit our share of that profit.  Surveys have proven that our movies are better than ever, but yet our attendance is lower than ever.  This finding screams one shortcoming:  advertisement.  

  Try to think of the last movie you remember.  The movie which probably leaps into everyone's mind is Independence Day.  Why?  Certainly not because of the actual film, but because of all the 'hype' which the movie received.  Furthermore, this grand production paid off big for the production company.  

  Does anyone that you know drive by the theatre just to see what is playing and then pick a film based on the catchiness of the title?  No.  Viewers buy tickets for movies which they have seen effectively advertised on television and radio.  

  Not only must Silver Screen advertise more, but we must advertise when it really counts: Monday Night Football, the evening news, awards shows, etc.  

  Everyone has heard the saying, "you must spend money to make money", and it is proven true in this industry.  

  From a completely economical standpoint, the ad is actually more important than the film itself.  Consumers are compelled by the preview and buy a ticket.  I am not suggesting that we compromise the integrity of our films, but I cannot overstate the importance of this decision.

  Therefore, I submit that the Silver Screen Production Company attempt to secure 30% of the fiscal budget for advertisement.  It will be the best money you have ever spent.  

  Commentary  

  The writer of this seriously flawed response has adopted the position that she or he works for Silver Screen and that it is her or his job to present in expanded form the fallacious reasoning of the argument.  In so doing, the writer turns the argument task into an issue-like discussion.  The writer presents no analysis of the argument.  

  The paper is characterized by a series of undeveloped paragraphs, yet there is some variety in syntax and there is adequate control of both language and the elements of writing.  However, even though the writing may be typical of a 4 score level, the absence of any kind of critique requires a score of 2.

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