2023年新编大学英语第一册unitTextBAdvertisingTheSellingofaProduc

Advertising:TheSellingofaProductAconsumerwalksintoastore.Hestandsinfrontofhundredsofboxesof1aundrydetergent.Hechoosesonebrand,paysforit,andleaves.Whydoeshepickthatspecifickindofsoap?Isittrulybetterthantheothers?Probab1ynot.Thesedays,manyproductsarenearlyidenticaltoeachotherinqua1ityandprice.Ifproductsarea1mostthesame,whatmakesconsumersbuyonebrandinsteadofanother?Althoughwemightnot1iketoadmitit,commercia1sontelevisionandadvertisementsinmagazinesprobablyinfluenceusmuchmorethanwethinktheydo.Advertisinginformsconsumersaboutnewproductsavailab1eonthemarket.Itgivesusinformationabouteverythingfromshampoototoothpastetocomputersandcars.Butthereisoneseriousproblemwiththis.Theninformationnisactual1yveryoften”misinformation.nItteIlsustheproducts7benefitsbuthidestheirdisadvantages.Advertisingnotonlyleadsustobuythingsthatwedonftneedandcan!tafford,butitalsoconfusesoursenseofreality.nZoomtoothpastepreventscavitiesandgivesyouwhiteteeth!ntheadvertisementteIlsus.Butitdoesn7tte11usthecompletetruth:thatahealthydietandagoodtoothbrushwi11havethesameeffect.Advertisersusemanymethodstogetustobuytheirproducts.Oneoftheirmostsuccessfu1methodsistomakeusfeeldissatisfiedwithourseIvesandourimperfectlives.Advertisementsshowuswhowearenotandwhatwedonothave.Ourteetharen'twhiteenough.Ourhairisnftshinyenough.Ourc1othesaren'tcleanenough.Advertisementsmakeusafraidthatpeop1ewonftlikeusifwedon'tusetheadvertisedproducts.”Whydon'tIhaveanydates?nagood-lookinggirlsadlyasksinacommercia1."Here,"repliesherroommate,"tryZoomtoothpaste!nOfcourseshetriesit,andimmediate1ythewho1efootballteamfallsin1ovewithher.nThatzsastupidcommercial,nwemightsay.Butwesti11buyZoomtoothpasteoutoffearofbeingunpopularandhavingnofriends.Iffearisthenegativemotiveforbuyingaproduct,thenwantingagoodse1f—imageisthepositivereasonforchoosingit.Eachofushasamenta1pictureofthekindofpersonwewou1d1iketobe.Forexample,amodernyoungwomanmigh11iketothinkthatshelookslikeabeautifulmoviestar.Amiddle-agedmanmightwanttoseehimseIfasastrong,attractiveathlete.Advertisersknowthis.Theywritespecificadstomakecertaingroupsofpeoplechoosetheirproduct.Twopeop1emaychoosedifferentbrandsoftoothpastewiththeidenticalprice,amotint,andquality；eachpersonbelievesthatheisexpressinghispersona1itybychoosingthatbrand.Advertisersgetpsychologiststostudythewayconsumersthinkandtheirreasonsforchoosingonebrandinsteadofanother.Theseexpertstelladvertisersaboutthemotivesoffearandse1f-image.Theya1soinformthemaboutrecentstudieswithco1orsandwords.Psychologistshavefoundthatcertaincolorsonthepackageofanattractiveproductwillcausepeop1etoreachoutandtakethatpackageinsteadofanidenticalproductwithdifferentcolors.

A1so,certainwordsattractourattention.Forexamp1e,thewordsnew,improved/*"natural,"andngiantsize"areverypopularandseemtopul1oureyesandhandstowardthepackage.Manypeopiebelievethatadvertisingdoesnotaffeetthem.Theyknowthatthereisfreedomtochoose,andtheyliketothinktheymakeTheyknowthatthereisfreedomtochoose,andtheyliketothinktheymakeetothinktheymakewisechoices.Unfortunately,theyprobablydon'trea1izethepowerfu1effectofadvertising.Theymaynotetothinktheymakewisechoices.Unfortunately,theyprobablydon'trea1izethepowerfu1effectofadvertising.Theymaynotadvertising.Theymaynotclearlyunderstandthatadvadvertising.Theymaynotclearlyunderstandthatadvertisersspendbil1ions