【阅读理解。Advertisinginformsconsumersaboutnewproductsavailableonthemarket.Itgivesusinformationabouteverythingfromshampoototooth-pastetocomputersandcars.Butthereisoneseriesproblemwiththis.The"inform】
阅读理解。
Advertisinginformsconsumersaboutnewproductsavailableonthemarket.Itgivesusinformation
abouteverythingfromshampoototooth-pastetocomputersandcars.Butthereisoneseriesproblem
withthis.The"information"isactuallyveryoften"misinformation".Ittellsustheproductsbenefitsbut
hidestheirdisadvantages.Advertisingnotonlyleadsustobuythingsthatwedon'tneedandcan'tafford
butitalsoconfusesoursenseofreality.
Advertisersusemanymethodstogetustobuytheirproducts.Oneoftheirmostsuccessfulmethods
istomakeusfeeldissatisfiedwithourselvesandourimperfectlives.Advertisementsshowuswhowe
aren'tandwhatwedon'thave."Whydon'tIhaveanydates(约会)?"agood-lookinggirlsadlyasksina
commercial."Here"repliesherroommate"TryZoomtooth-paste!"Ofcourseshetrieditandimmediately
thewholefootballteamfallsinlovewithher."That'sastupidcommercial"wemightsay.Butwestillbuy
Zoomtooth-pasteoutoffearofbeingunpopularandhavingnofriends.
Iffearisthenegativemotive(动机)forbuyingaproductthenwantingagoodself-imageisthepositive
reasonforchoosingit.Eachofushasamentalpictureofthekindofpersonwewouldliketobe.For
exampleamodernyoungwomanmightliketothinkthatshelookslikeabeautifulmoviestar.Amiddle-aged
manmightwanttoseehimselfasastrongattractiveathlete.Advertisersknowthis.Theywritespecificads
tomakecertaingroupsofpeoplechoosetheirproducts.
Advertisersgetpsychologiststostudythewayconsumersthinkandtheirreasonsforchoosingonebrand
insteadofanother.Theseexpertstelladvertisersaboutthemotivesoffearandself-image.Theyalsoinform
themaboutrecentstudieswithcolorsandwords.Theyhavefoundthatcertaincolorsonthepackageofan
attractiveproductwillcausepeopletoreachoutandtakethatpackageinsteadofbuyinganidentical(同一的、
相等的)productwithdifferentcolors.
Manypeoplebelievethatadvertisingdoesnotaffectthem.Theyliketothinktheymakewisechoices.
Unfortunatelytheyprobably
