【Theappealofadvertisingtobuyingmotivescanhavebothnegativeandpositiveeffects.Consumersmaybeconvincedtobuyaproductofpoorqualityorhighpricebecauseofanadvertisement.Forexample,someadvertisershaveappealedtopeople】

　　Theappealofadvertisingtobuyingmotivescanhavebothnegativeandpositiveeffects.Consumersmaybeconvincedtobuyaproductofpoorqualityorhighpricebecauseofanadvertisement.Forexample,someadvertisershaveappealedtopeople’sdesireforbetterfueleconomyfortheircarsbyadvertisingautomotiveproductsthatimprovegasolinemileage.Someoftheproductswork.Othersareworthlessandawasteofconsumers’money.

　　Sometimesadvertisingisintentionallymisleading.Afewyearsagoabrandof

　　breadwasofferedtodieters(节食者)withthemessagethattherewerefewercaloriesineveryslice.Itturnedoutthatthebreadwasnotdietetic(适合于节食的),butjustregularbread.Therewerefewercaloriesbecauseitwasslicedverythin,buttherewerethesamenumberofcaloriesineveryloaf.

　　Onthepositiveside,emotionalappealsmayrespondtoaconsumer’srealconcerns.Considerfireinsurance.Fireinsurancemaybesoldbyappealingtofearofloss.Butfearoflossistherealreasonforfireinsurance.Thesecurityofknowingthatpropertyisprotectedbyinsurancemakesthepurchaseoffireinsuranceaworthwhileinvestmentformostpeople.Ifconsumersconsiderthequalityoftheinsuranceplansaswellasthemessageintheads,theywillbenefitfromtheadvertising.

　　Eachconsumermustevaluateherorhisownsituation.Arethebenefitsoftheproductimportantenoughtojustifybuyingit?Advertisingisintendedtoappealtoconsumers,butitdoesnotforcethemtobuytheproduct.Consumersstillcontrolthefinalbuyingdecision.

　　56.Advertisingcanpersuadetheconsumertobuyworthlessproductsby_________.

　　　A.stressingtheirhighquality

　　　B.convincinghimoftheirlowprice

　　　C.maintainingabalancebetweenqualityandprice

　　　D.appealingtohisbuyingmotives

　　57.Thereasonwhythebreadadvertisementismisleadingisthat________.

　　　A.thinslicesofbreadcouldcontainmorecalories

　　　B.theloafwascutintoregularslices

　　　C.thebreadwasnotgenuinebread

　　　D.thetotalnumberofcaloriesintheloafremainedthesame

　　58.Thepassagetellsusthat_______.

　　　A.sometimesadvertisementsreallysellwhattheconsumerneeds

　　　B.advertisementsoccasionallyforceconsumersintobuyingthingstheyd