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

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

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问题    The appeal of advertising to buying motives can 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 advertisements 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(卡路里) in every slice. It turned out that the bread was not dietetic, 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. Consider 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 final buying decision.
The passage tells us that______.
选项 A、sometimes advertisements really sell what the consumer needs
B、advertisements occasionally force consumers into buying things they don’t need
C、the buying motives of consumers are controlled by advertisements
D、fire insurance is seldom a worthwhile investment
答案A
解析 根据文章最后两句话“Advertising is intended to appeal to consumers，but it does not force them to buy the product．Consumers still control final buying decision．”可知，决定买什么东西仍然掌握在消费者手中，这与B、C两项意思相矛盾；根据第三段第五句“The security of knowing that property is protected by…”可知，购买火险是一项值得的投资，所以D项不符合文章大意。故选A。
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