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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

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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.
The passage is mainly about________.
选项 A、ways to protect the interests of the consumer
B、how to make a wise buying decision
C、the function of advertisements in promoting sales
D、the positive and negative aspects of advertising
答案D
解析 通读全文可知，第一段第一句“The appeal of advertising to buying motives can have both negative and positive effects. ”点明了本文主旨：广告对购买动机的启发既有消极的影响，也有积极的影响；下文具体介绍了广告有意误导人的消极影响以及广告的情感感召力也可能会应对消费者真正的担忧，即积极影响；最后一段提出消费者要评估自己所处的情况，明白购买决定权是掌握在自己手中的。因此D项(广告的积极方面和消极方面)最能概括文章的主要内容。故选D。
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