2. 职称英语
  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2024-06-19  42
问题     The appeal of advertising to buying motives can have both negative and positive effects. Consumers may be convinced to buy a product of poor quality or high price because of an advertisement. For example, some advertisers have appealed to people’s desire for better fuel economy for their cars by advertising automotive products that improve gasoline mileage. Some of the products work. Others are worthless and a waste of consumers’ money.
    Sometimes advertising is intentionally misleading. A few years ago, a brand of bread was offered to dieters (节食者) with the message that there were fewer calories (热量单位, 卡路里) in every slice. It turned out that the bread was not dietetic (适合节食的) , 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 concerns, considering 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 worthwhile investment for most people. If consumers consider the quality of the insurance plans as well as the message in the ads, they will benefit from 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 intended to appeal to consumers, but it does not force them to buy the product. Consumers still control the final buying decision. [br] The passage is mainly about ________.
选项 A、how to make a wise buying decision
B、ways to protect the interests of the consumer
C、the positive and negative aspects of advertising
D、the function of advertisements in promoting sales
答案 C
解析 文章开篇就说明广告既有消极的一面又有积极的一面，后面通过正反两方面的例子来论述这个观点，因此选项C为正确答案。选项A过于宽泛，文中只提到了对广告的看法，而没有全面讨论如何购物，故排除；选项B在文中未提及，故排除；选项D是从公司的角度讲广告对于促销的作用，与文章不符，故排除。
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