An intelligent person will not allow himself to be influenced by advertisements. Instead, he will, first of all, try to get to k

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问题    An intelligent person will not allow himself to be
influenced by advertisements. Instead, he will, first of all, try
to get to know about the【1】______. regulating them.                    【1】______
Secondly, he will try to make sane whether he can
believe in advertisements.
   Honest advertisements can be extremely useful
because they save a lot of time and【2】______ by                        【2】______
putting sellers in touch with buyers in a quick and
simple way.
   The dishonest advertiser hopes to sell his goods
quickly to make a large profit before【3】______                         【3】______
begin.
   There are also semi-dishonest advertisers who
make【4】______ for their products which they                            【4】______
know perfectly well to be incapable of【5】______                        【5】______
   With no advertising,【6】______ would be                              【6】______
sold, so the cost of each article would be higher. The
more you advertise, the more【7】______ you can                          【7】______
afford to sell your products.
   As advertisers become more and more expert at
their work, they appeal to all【8】______ to                             【8】______
increase sales: greed,【9】______, love of a bargain,                    【9】______
fear of the disapproval of other people, etc.
   However, more and more customers are also
becoming suspicious of and【10】______ to                                【10】______
high-powered advertising.
   This is producing a deliberately modest type of
advertisement.
【1】
When you see a clever advertisement in a newspaper, do you say to yourself, "Ah, that’s good. I’ d like to have one of those"? Or do you say, "What lies are they telling this time? It can’t be very good or they wouldn’t have to advertise it so cleverly?" Both types of people exist: the first are optimists; the second are pessimists and realists, Then, how should one deal with advertisements?
   An intelligent person will try to get as much help as he can from advertisements without allowing himself to be influenced against his own interests by them. To do this, he will find out something about the laws regulating advertising in the country in which he lives. Secondly, he will try to learn, from experience and from books, what one can believe in advertisements. When an article claims to be "the best in the world", or offer "the best value for money in the country", is there any way of proving, or disproving, these claims? If there is not, they can simply be ignored.
   Advertising can be extremely useful ff they are honest. If the advertisements arc true and accurate, the customers will be satisfied and will probably buy born the same firm next time and advise their friends and acquaintances to do the same, and they save a lot of time and trouble by putting sellers in touch with buyers in a quick and simple way. The dishonest advertiser hopes to sell his goods quickly and to make a large profit on them before the customer’s reactions begin. He knows that no customers will buy born him a second time, that none will recommend his products to their friends. But there are also semi-dishonest advertisers who make claims for their products which they know perfectly well to be incapable of verification.
   If them was no advertising, fewer goods would be sold, so the cost of each article would be higher. The more you advertise, the more cheaply you can afford to sell your products. Advertising also encourages makers to improve their goods continually.
   As advertisers become more and more expert at their work, they appeal to all the human emotions in the effort to increase sales: greed, jealousy, love of a bargain, fear of the disapproval of other people, fear of ill health, the desire to catch a husband, the desire to show off, and many others. But more and more customers are also becoming suspicious of and resistant to high-powered advertising. This is producing, in highly sophisticated countries, a deliberately modest type of advertisements that is intended to disarm the suspicions of sophisticates by giving an impression of absolute sincerity, or even of deliberate understatement.

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