民國115年 普通考試 新聞（選試英文）
第3題
英文作文：（50 分） Write a two-paragraph essay with a total length of about 150 to 200…
題目
英文作文：（50 分） Write a two-paragraph essay with a total length of about 150 to 200 words (approximately 75 to 100 words per paragraph) on the topic of “Government Branding.” In the first paragraph of your writing, explain whether modern governments should embrace brand management as private corporations do. In the second paragraph, from the perspective of a public official, outline the characteristics and core identity value of your ideal government brand.
參考解答（AI 生成，非官方）
- 一、作文全文（約178字）：Modern governments should embrace brand management, with qualifications. A brand is not a logo; it is the sum of promises an institution makes and the trust citizens place in it. Corporations use branding to differentiate products and secure loyalty, and governments can borrow that discipline to communicate policy coherently, attract investment and make services recognizable. But the analogy has limits: a company answers to shareholders, a government to all citizens, including dissenters. Branding must therefore clarify rather than embellish, and never substitute slogans for delivery.
- 二、第二段全文：From my perspective as a public official, an ideal government brand rests on integrity, responsiveness, consistency and inclusiveness. Integrity means telling the truth even when the news is unwelcome. Responsiveness means listening through complaints, consultations and open data, and being seen to act. Consistency means the same standard at every counter and on every platform. Inclusiveness means plain language and multilingual access, so no resident is excluded. Its core identity value is trustworthiness in the service of the public good — a promise kept, day after day, rather than an image projected.
- 三、審題與段落配置：題目指定兩段、150至200字，第一段回答「政府是否應如企業般導入品牌管理」，第二段以公務員視角說明理想政府品牌的特質與核心認同價值。兩段各約75至100字，須各自成篇、不可混寫，並在第一段明確表態（should embrace…with qualifications），避免模稜兩可。
- 四、論證技巧：第一段採「讓步式」結構，先肯認品牌管理可用於政策溝通、招商與服務辨識，再以問責對象不同（股東 vs. 全體公民，含異議者）設下界線，導出「品牌應澄清而非美化、不能以口號替代施政」的結論，展現批判思考而非單向背書。
- 五、第二段鋪陳：以 integrity、responsiveness、consistency、inclusiveness 四項特質並列，每項以一句定義支撐，形成排比；末句收束於核心價值 trustworthiness in the service of the public good，並以「日復一日的兌現而非形象的投射」對比企業品牌，回應首段。
- 六、用語與扣分提醒：宜用 be seen to act、rest on、in the service of 等正式搭配；避免 I think、a lot of 等口語，並注意品牌（brand）與行銷（marketing）、形象（image）之區別。字數不足、只寫企業案例而未談政府、或第二段未點出核心價值者，均易失分。
AI 依官方試題文字產生的參考解答，非考選部公告答案，內容僅供備考參考。