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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 tells us that________.
选项 A、advertisements occasionally force consumers into buying things they don’t need
B、the buying motives of consumers are controlled by advertisements
C、sometimes advertisements really sell what the consumer needs
D、fire insurance is seldom a worthwhile investment
答案C
解析 根据最后一段最后两句“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. ”可知，广告不会强迫消费者购买产品，最终的购买决定权仍然掌握在消费者手中，即消费者的购买动机是由自己控制的，而不是由广告控制的，所以A、B两项均不正确；根据第三段第一句“On the positive side, emotional appeal may respond to a consumer’s real concerns. ”和第三段倒数第二句“The security of knowing that property is protected by insurance makes the purchase of fire insurance a worthwhile investment for most people. ”可知，从好的方面看，广告的情感感召力也可能会应对消费者真正的担忧，比如购买火灾保险对于态多数人某说孰是一种值得的投资，因为它能够保护人们的财产安全，所以D项不正确，且由此可推知，有时候一告的确销售消费者需要的东西，所以C项正确。故选C。
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