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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

admin2019-06-20  3
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 offer to dieters with the message that there were fewer calories 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 the final buying decision.
The reason why the bread advertisement is misleading is that______.
选项 A、thin slices of bread could contain more calories
B、the loaf was cut into regular slices
C、the bread was not genuine bread
D、the total number of calories in the loaf remained the same
答案D
解析 事实细节题。文章第二段提到，几年前，一个面包品牌向节食者声称他们的每片面包含卡路里较少，结果这面包并不是低热量的，只是普通面包，因为切得很薄所以每片所含的卡路里更少，一整条面包的卡路里与普通面包一样。故答案为[D]项。
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