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  3. The appeal of advertising to buying motives can have both negative and positive effects. Consumers may be convinced to buy a pro

The appeal of advertising to buying motives can have both negative and positive effects. Consumers may be convinced to buy a pro

admin2022-10-22  56
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.  
The automotive products advertisement in Para. 1 is successful because ________ .
选项 A、the products have quite good quality
B、the products can improve gasoline mileage
C、it has convinced many people to buy its products
D、it succeeds in arousing people’ s desire
答案C
解析 根据关键词 automotive products， 定位到第一段最后两句“ 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. ”，由此可知，该广告成功地抓住了消费者的心态，故选 C?
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