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 (节食者) with the message that there were fewer calories (热量单位，太卡) in every slice. It turned out that the bread was not dietetic (适合于节食的), 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
A. stressing their high quality
B. convincing him of their low price
C. maintaining a balance between quality and price
D. appealing to his buying motives
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 (节食者) with the message that there were fewer calories (热量单位，太卡) in every slice. It turned out that the bread was not dietetic (适合于节食的), 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
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
Passage Three
The traditional appeal of the income tax has come from its wide acceptance, as a fair tax, closely related to an individual’ s ability to pay. For many years the income tax provided large federal income without imposing heavy burdens on tile great majority of people. By the mid-20th century, however, serious criticisms of tax loopholes were heard. Concerted attempts at reform resulted only in a more complex and eroded tax base. The situation worsened in the 1970s, as rising inflation pushed people into higher tax brackets although their incomes were barely keeping pace with rising prices. This pressure further eroded public confidence in the fairness of the income tax; at the same time it created strong incentives to utilize tax shelters and other loopholes, as well as to conceal off the-record income. Built-in inflation adjustments were adopted, first by a number of states and then in 1985 by the federal government.
Income tax policy is
A. many people called for the cancellation of income tax
B. many people questioned the fairness of income tax
C. many people stopped to pay tax because of poverty
D. inflation rose beyond the government's control
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