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Advertising plays a major role in the distribution of goods from manufacturers to consumers. It provides an effective way for se

admin2010-06-30  29
问题       Advertising plays a major role in the distribution of goods from manufacturers to consumers.
It provides an effective way for sellers to inform buyers about products. Advertising thus helps manufacturers sell their products and benefits consumers by providing them with shopping information.
     Advertising also helps the economy grow by stimulating demand for new products. Manufacturers spend much money to develop new products. Through advertising, they can speed up the process of creating a market for a product and so recover their costs more quickly. Fewer new products would be developed if manufacturers could not use advertising to help sell the products.
     Advertisers include the expense of advertising in the sales price of a product. In some cases, advertising raises the price of a product. In other cases, advertising helps lower prices by creating the mass demand that supports mass production. Successful advertising makes many people want a product. By mass producing a product and developing a large volume of sales, the manufacturer can charge less per unit.
     Sociologically, advertising supports the mass communication media. It pays all the costs of commercial television and radio. It provides viewers with free entertainment and news programs, though viewers are often annoyed by commercial interruptions. Advertising also pays three- fourths of the costs of newspapers and magazines. Without advertising, readers would have to pay a higher price for newspapers and magazines, and many of the publications would go out of business.
     Because the mass media depend on advertising to stay in business, many people question whether advertisers control the media. Generally, media do no allow advertisers to influence their programming or editorial content. However, many broadcasters and publishers do not hesitate to run favorable information about their advertisers, and they sometimes refuse to run unfavorable information. Critics of commercial television maintain that dependence on advertising lowers the quality of TV programming . In order to sell advertising time at high prices, TV stations try do attract the largest possible audience. Critics argue that the stations therefore broadcast too many general entertainment programs and not enough informational and cultural programs.
     Many critics also charge that advertising persuades people to buy products they do not need or want through the use of psychological techniques. Advertisers reply that they do not have the means to make people buy unwanted products. They argue that adults freely choose what to buy or what not to buy. Most experts agree, however, that that advertising is particularly persuasive to young children, who do not have the ability or experience to judge advertising critically. For this reason, the Federal Trade Commission has strict regulations governing advertising aimed at children.
What is the author’s attitude towards advertising?
选项 A、Negative.
B、Positive.
C、Indifferent
D、Not clear
答案B
解析
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