In a competitive economy, the consumer usually has the choice of several dif

In a competitive economy, the consumer usually has the choice of several different brands of the same product. Yet underneath their labels, the products are often nearly identical. One manufacturer’s toothpaste tends to differ very little from another manufacturer’s, Thus, manufacturers are confronted with a problem—how to keep sales high enough to stay in business. Manufacturers solve this problem by advertising. They try to appeal to consumers in various ways. In fact, advertisements may be classified into three types according to the kind of appeals they use.
    One type of advertisement tries to appeal to the consumer’s reasoning mind. It may offer a claim that seems scientific. For example it may say the dentists recommend Flash toothpaste. In selling a product, the truth of the advertising be lass important than the appearance of truth. A scientific approach gives the appearance of truth.
    Another type of advertisement tries to amuse the potential buyer. Products that are essential boring, such as insecticide, are often advertised in on amusing way.
     One way of doing this is to make the products appear alive. For ex ample, the advertisers may personify cans of insecticide, and show them attacking mean-faced bugs. Ads of this sort are silly, but they also tend to be amusing. Advertisers believe that consumers are likely to re member and buy products that the consumers associate with fun.