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  3. The appeal of advertising to buying motives can have both negative and posit

The appeal of advertising to buying motives can have both negative and posit

游客2023-07-07  26
问题     The appeal of advertising to buying motives can have both negative and positive effects. Consumers may be 【B1】______to buy a product of poor quality or high price because of an advertisement. For example, some advertisers have 【B2】______people’s desire for better fuel economy for their cars by advertising automotive products that【B3】______gasoline mileage(里程). Some of the products work. Others are worthless and a waste of consumers’ money.
    Sometimes advertising is intentionally 【B4】______. A few years ago a brand of bread was offered to dieters with the 【B5】______that there were fewer calories in every slice. It 【B6】______ that the bread was not dietetic, but just regular bread. There were fewer calories because it was sliced very thin, but there were the same number of calories in every loaf.
    On the positive side, emotional appeals may respond to a consumer’s real 【B7】______. Consider fire insurance. Fire insurance may be sold by appealing to fear of loss. But fear of loss is the real reason for fire insurance. The security of knowing that property is protected by insurance makes the purchase of fire insurance a 【B8】______investment for most people.
    If consumers consider the quality of the insurance plans and the message in the ads, they will 【B9】______the advertising. Each consumer must evaluate her or his own situation. Are the benefits of the product important enough to justify buying it? Advertising is 【B10】______to appeal to consumers, but it does not force them to buy the product. Consumers still control the final buying decision. [br] 【B5】
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