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

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

admin2022-06-23  49
问题     The appeal of advertising to buying motives can have 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 advertisers 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 with the message that there were fewer calories in every piece. It turned out that the bread was not dietetic (低热量的), but just regular bread. There were fewer calories because it was very thin, but there were the same number of calories in every loaf.
    On the positive side, emotional appeal 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 his own situation. Are the benefits of the product important enough to justify buying it? An advertisement is intended to appeal to consumers, but it does not force them to buy the product. Consumers still control the final buying decision.
It can be inferred from the passage that a smart consumer should________.
选项 A、be familiar with various advertising strategies
B、think carefully about the benefits described in the advertisements
C、guard against the deceiving nature of advertisements
D、avoid buying products that have strong emotional appeal
答案B
解析 根据第三段最后一句“If consumers consider the quality of the insurance plans as well as the message in the ads, they will benefit from the advertising. ”和最后一段第二句“Are the benefits of the product important enough to justify buying it?”可知，如果消费者仔细考虑广告中的信息及保险计划的质量，他们会从广告中受益；每个消费者都应当问问自己：产品的好处是否足够重要来证明购买它是正确的?由此可推知，聪明的消费者应当认真考虑广告中所描述的好处，因此B项正确。A、C、D三项在文中并未提及。故选B。
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