2023年新编大学英语第一册unitTextBAdvertisingTheSellingofaProduc.pdf
A d v e rtis i ng:T h e Se 1 li n g o f a P r o duct1 A c o ns u mer walk s into a store.H e stand s i n f r o nt ofh und r e ds of b o xes of 1 aundry d e t e rg ent.H e choo ses o n e b ran d,pay s fo r i t,a nd le a ves.Why d oe she p i c k t h a t specific k i n d o f s o ap?I s i t t r uly bet t er than t h e o t h e r s?Proba b 1 y n o t.T hese days,manypr o duct s are n ea r ly id e nti c al t o each other i n qu a 1 it y and pri c e.I f produ c ts a r e a 1 m o st the same,whatmakes con s um e rs buy one b rand inste a d o f an o t h e r?Although we might no t 1 ike t o adm i t it,c ommerc i a 1 so n televis i on and a d ver t i s ements in maga z ines p r o b ablyinfluen c e us much more tha n we t h in k they d o.2 Ad v e rtisi n g i n f o rms c onsume r s a bout new prod u cts availab 1 e on the mar k e t.It gives us i n form a ti o n a boutevery t hing f r om s ham p o o t o toothpas t e t o c o m p uter s and c ar s.But t h e re is on e serious p r o blem wi t hthis.The i n form a tion is a c t ual 1 y v e r y ofte n m is in f o rma t ion.I t t e Ils u s th e products benefit s buthid e s the i r disadvan t ages.A d ve r tising no t o n ly leads usto b u y thi n gs t h a t w e dont need and ca nt afford,but it alsoconfus e s o u r sense o f r eality.Z o om to o t hpaste p re v ents cav i t ies a n d g i ves y o u wh i te te e th!the adve r t isemen t t e Ils u s.But it doesn t te 1 1 us t h e c o mpl e tetruth:that a h ealthy d i e t and a go o d t oo t h b rush w i 1 1 ha ve th e s am e ef f e c t.3 Ad v ert i s e rs u s e many m e tho d s t o g e t us to b u ytheir p roducts.O n e of thei r mo s t su c cessf u 1 m e thods i st o ma k e u s feel d i ssat i sfied with ours e Iv e s a nd ou r impe r fe c t li v es.A d vertisements show us who we a re notan d what we d o n o t have.Our t e eth a ren t whit e enou gh.Our h ai r is nt shi n y e n o u g h.Our c 1 o t h es arent cle an e n ough.Adver t is e men t s make us a frai d th a t peop 1 ewont lik e us i f we d o n t u se the adver t is e dproducts.Why dont I h a v e a n y da t es?ag o od-l o o king g irl sa d 1 y a s ks i n a commercia 1 .H e re,r e pli e s h er roomm a te,t r y Zoom t oo t h p aste!Of courseshe tri e s i t,and immedi a t e 1 y t h e who 1 e f ootballteam f all s in 1 o v e wi t h h er.Tha t s a stupid c o mmer c i al,we mig h t say.B u t we s t i 1 1 b u y Z oom t oo thpaste out of fe a r of bei n g unpo p u lar and havi n g nofriends.4 I f fea r is t h e n egativ e motive f or b uying a pr o d uct,the n wan t i n g a goo d s e 1 f im a ge is th e p o s itive r e aso n fo r choo s in g it.E a ch o f us h as a m e nta 1p i cture of t he k i nd of pe r son we w o u 1 d 1 i k e to b e.Fore x ample,a mo d ern youn g woman mig h 11 i ke to thi n k t h ats he looks like a be a utiful movie sta r.A middle-age d ma nmig h t wan t to se e h ims e If as a st r o n g,attr a c t iv e athlete.Ad v er t i s e rs k now t h i s.The y write specific ads to mak e certa i n gro u ps o f p eople ch o o s e th e ir p ro d u ct.T wo pe o p 1 e may choos e di f fere n t b r a n d s of toothpastewith th e i denti c al p r ice,a m o unt,an d qual i t y；e achpers o n b e lieves that he i s express i ng h is p e r s o n a1 ity b y cho o sin g th a t bra n d.5 Adv e r t is e rs ge t psycholo g ists to s t u d y t h e wayconsumer s thi n k an d the i r reas o n s f o r c h oo s i n g onebr a n d inste a d of ano t h e r.T h e s e ex per t s t e l ladvertis e rs a bout th e m o lives of fear a n d s e 1 f-image.Th ey a 1 so inform t hem about r ecent s t u d ies wi t h co 1o r s a nd w o rd s.P sycholog i st s h ave f ou n d th a tcerta i n color s o n t h e p a ckag e of an att r active productwill cause p e op 1 e t o r each out and ta k e t hat pa c kag eins t ead of an identical p ro duct w ith different c o 1 o r s.A 1 so,c ertain words attr a ct our a tten t ion.F o r e x am p 1 e,the word s n ew,im p ro v e d,natural,and gi a nt size a r eve r y p opular a n d se e m t o pul 1 ou r e yes a nd handstoward t he p a ckage.6 Many p e o pie b e lie v e th a t advertising d o es not a f feet them.T h e y know that t here i s fr e edom to choos e,an d th e y li ke to th i nk th e y ma k e w i se cho i ces.Un f o r t u natel y,they p r o b a b ly don t re a 1 i z e t h e powerfu 1 effect ofa dver t i s ing.T hey may n o t cl e arl y u n d erstand that ad ve rtisers s pe n d bil 1 ions of dollars e a c h year i n a g gressive compe t i tion for o u r mo n e y,a nd they a r eextremely su c ces s ful.Do you belie v e t h at ads d o n t inf 1uence your c h oice of p r oducts?Just look at the b r a n d s i ny our kite h en and b athroom.
