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  3. Advertising is paid, nonpersonal communication that is designed to communicate in a creative manner, through the use of mass or

Advertising is paid, nonpersonal communication that is designed to communicate in a creative manner, through the use of mass or

admin2013-03-27  64
问题     Advertising is paid, nonpersonal communication that is designed to communicate in a creative manner, through the use of mass or information-directed media, the nature of products, services, and ideas. It is a form of persuasive communication that offers information about products, ideas, and services that serves the objectives determined by the advertiser.【66】Thus, the ultimate objective of advertising is to sell things persuasively and creatively. Advertising is used by commercial firms trying to sell products and services; by politicians and political interest groups to sell ideas or persuade voters; by not-for-profit organizations to raise funds, solicit volunteers, or influence the actions of viewers; and by governments seeking to encourage or discourage particular activities, such a wearing seat-belts, participating in the census, or ceasing to smoke.【67】
    The visual and verbal commercial messages that are a part of advertising are intended to attract attention and produce some response by the viewer. Advertising is pervasive and virtually impossible to escape. Newspapers and magazines often have more advertisements than copy; radio and television provide entertainment but are also laden with advertisements; advertisements pop up on Internet sites; and the mail brings a variety of advertisements.【68】In shopping malls, there are prominent logos on designer clothes, moviegoers regularly view advertisements for local restaurants, hair salons, and so on, and live sporting and cultural events often include signage, logos, products, and related information about the event sponsors.【69】
    Although the primary objective of advertising is to persuade, it may achieve this objective in many different ways. An important function of advertising is the identification function, that is, to identify a product and differentiate it from others; this creates an awareness of the product and provides a basis for consumers to choose the advertised product over other products.【70】The third function of advertising is to induce consumers to try new products and to suggest reuse of the product as well as new uses; this is the persuasion function.
A. Another function of advertising is to communicate information about the product, its attributes, and its location of sale; this is the information function.
B. The forms that advertising takes and the media in which advertisements appear are as varied as the advertisers themselves and the messages that they wish to deliver.
C. An especially important issue in the creation of advertising is related to understanding how much information consumers want about a given product.
D. Advertising may influence consumers in many different ways, but the primary goal of advertising is to increase the probability that consumers exposed to an advertisement will behave or believe as the advertiser wishes.
E. Advertising also exists on billboards along the freeway, in subway and train stations, on benches at bus stops, and on the frames around car license plates.
F. The pervasiveness of advertising and its creative elements are designed to cause viewers to take note.
【67】
选项
答案B
解析 前一句介绍了各种不同性质的广告，即不同机构使用不同的广告的目的，由此可知只有B选项符合题意。
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