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  3. 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 dif

游客2025-04-20  23
问题     In a competitive economy, the consumer usually has the choice of several different brands of the same products. Underneath their labels, these products are often nearly identical. One manufacturer’s toothpaste tends to differ very little from another manufacturer’s. Two different brands of shampoo may vary only in scent or colour. This means that a shopper often has little reason to choose one brand over another. Thus, manufacturers are confronted with a problem—how to keep sales high enough to stay in business. Manufacturers solve this problem by advertising. Through advertising, each manufacturing company tries to convince consumers that its product is special. 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 consumers’ reasoning mind. For example, it may say that dentists recommended Flash toothpaste. In selling a product, the: truth of advertising may be less important than the appearance of truth. A scientific approach gives the appearance of truth.
    Another type of advertisement to amuse the potential buyer. Products that are essentially boring such as cleaning powder or insecticide, are often advertised in an amusing manner. One way of doing this is to make the products appear alive. The advertiser may draw little cartoon eyes and legs on the cans of cleaning powder and have the resulting figures scrub the sink. Advertisers believe that consumers are likely to remember and buy products that the consumers associate with fun.
    Associating the product with something pleasant is the technique of the third type of appeal. In this class are ads that suggest that the product will satisfy some basic human desires. One such desire is the wish to be admired by other people. This kind of appeal is sometimes strengthened by hiring a famous person to endorse the product. Seeing the famous person, the consumer is supposed to reason that: Everyone admires Judson Smith, the great football star. Judson Smith uses Buckworthy Bank traveler’s checks, therefore, if I use Buckworthy Bank traveler’s checks, everyone will admire me too.
    One only needs to look through a magazine or watch an hour of TV in order to see examples of these three different advertising strategies. (369 words) [br] If a scientist speaks for a product, what category of ads does it most likely belong to?
选项 A、The first category.
B、The second category.
C、The third category.
D、Another the author failed to conclude.
答案 A
解析 第一类广告属于理性的，所以如果请的是科学家来为该产品做广告，那个广告一定属于理性类的。
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