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1、A d v e rtis i ng: TheSellingof a Pro ductA c o ns u mer walk s into a store. H e stand s i n f r o nt of h und r e ds of b o xes of 1 aundry d e t erg ent. H e choo s es one b ran d , pay s for i t , a nd le a ves. Why d oe s he p i c k t h a t specific kind o f s o ap? I s i t t r uly bet t e r th
2、an the o t h e r s ? Proba b 1 y n o t. T hese days, many pr o duct s are n ea r ly id e nti c al t o each other i n qu a 1 it y and pri c e. I f produ c ts a r e a 1 m o st the same, what makes con s um e rs buy one b rand inste a d o f an o t h e r?Although we might no t 1 ike t o adm i t it, c om
3、merc i a 1 s o n televis i on and a d ver t i s ements in maga z ines prob ably influen c e us much more tha n we t h in k they d o .1 Ad v e rtisi n g i n f o rms c onsume r s a bout new prod u cts availab 1 e on the mar k e t. It gives us i n form a ti o n a bout every t hing f r om s ham poo t o
4、toothpas t e t o c o m p uter s and c ar s . But t h e re is on e serious pro blem wi t h this. The ni n form a tionn is a c t ual 1 y very ofte n ”mis i n f o rma t ion.n I t t e Ils u s th e products7 benefit s but hid e s the i r di sad van t ages. A d ve r tising no t o n ly leads us to b u y th
5、i n gs that w e donft need and ca n !t afford, but it also confus e s our sense o f r eality. nZ o om toot hpaste p re v ents cav i t ies a n d g i ves y o u wh i te te e th!n the adve r t iseme n t t e Ils u s. But it doesn7 t te 1 1 us t h e c o mpl e te truth: that a h ealthy diet and a go o d t
6、oo t h b rush w i 11 ha ve th e s am e ef f e c t.2 Ad v ert i s ers u s e many m e tho d s t o g et us to buytheir p roducts.O n e of thei r mo s t su ccessf u 1m e thodsi st o ma k e u s feel d i ssat i sfied with ourse Iv e sa nd ou rimpe r fe c t li v es.A d vertisements s h o w uswhowe arenotan
7、d what we d o not have. Our t e eth arent whit e eno u gh. Our h ai r i s n ft shi n y enough. Our c 1 o t h es arent cl e an e n ough. Adver t is e men t s make us a frai d th a t peop 1 e wonft lik e us i f we dont use the adver t is e d products. ” Why dont I have a n y da t es?n ago od- look ing
8、 g irl sadly a s ks i n a commercia 1 . Here, r e pli e s h er roomm a te, try Zoom t oo t h p aste!n Of course she tri e s i t , and immedi a t e 1 y the who 1 e f ootball team f all s in 1 o v e wi t h h er. nTha t z s a stupid c o mmer c i al, n we mig h t say. B u t we s t i 11 buy Zoom t o o th
9、paste out of fe a r of bei n g unpo p u lar and havi n g no friends.3 I f fea r is t h e n egativ e motive f or b uying a pr o d u ct, the n wan t i n g a goo d s e 1 f im a ge is th e p o s i tive r e aso n for choo s in g it. E a ch o f us h as a m e nta 1 p i cture of t he k i nd of pe r son we w
10、 o u 1 d 1 i k e to b e . For e x ample, a mo d ern youn g woman mig h 11 i ke to thi n k t h ats he looks like a be a utiful movie sta r . A middle-age d ma n mig h t wan t to se e h ims e If as a st r o n g, attr a c t iv e athlet e . Ad v er t i s e rs k now this. The y write specific ads to ma k
11、 e certa i n gro u ps of p eople ch oosetheir p ro d u ct.T wo pe o p 1 e may choos e di f fere ntb rands of toothpaste with the i denti c al p r ice, a m o tint, an d qual i t y ； e ach pers o n b e lieves that he i s express i ng h is per s o n a1 ity b y cho o sin g that brand.5 Adv e r t is e rs
12、 ge t psycholo g ists tostudyth e way consumer s thi nk and the i r reas o n s f o r c h oo s i n g one br a n d inste a d of ano t h e r . These ex per t s tell advertis e rs a bout th e m o tives of fear a n d s e 1 f-image. T h ey a 1 so inform t hem about r ecent s t u d ies wi t h co 1 o r s a
13、nd words. P sycholog i st s h ave f ou n d th a t certa i n color s o n t h e p a ckag e of an att r active product will cause p e op 1 e to r each out and ta k e t hat pa c kag e ins t ead of an identical pro duct with different colors.A 1 so, c ertain words attr a ct our a tten t ion. For e x am p
14、 1 e, the word s n ew, im p roved/* natural, and ngi a nt size are ve r y p opular and se e m t o pul 1 ou r e yes a nd hands toward t he p a ckage.6 Many p e o pie b e lie v e th a t advertising d o es not a f feet them.They know that t here i sfr e edom to choos e , an d th e ylike to th i nk th e
15、 y ma k ee to th i nk th e y ma k ew i se cho i ces. Un f o r t u natel y ,they p r o b a b ly don tre a 1 i z e t h e powerfu 1 effect ofa dver t i s ing. T hey may nota dver t i s ing. T hey may notcl e arl y u n d erstand that ad ve rtisers s pe n d bil 1 ions of dollars each year i n a g g ressive compe t i tion for our mo n e y , a nd they are extremely su c ces s ful. Do you belie v e t h at ads don，t inf 1 uence your c h oice of p r oducts? Just look at the b r a n d s i ny our kite h en and b athroom.