高中三年级英语(人教版)全一册 Unit 5 Integrating Skills 2

　　Messages that we are not directly aware of are often the most powerful. Because we don't know that we are receiving a message, we are not as critical as we should be. When we walk down the street, watch a TV programme or a film or surf the Internet, we come across hundreds of ads that we may not notice. In fact, many of the pictures we see in newspapers and TV programmes are filled with ads. This method of advertisement works by showing products in a programme or film without telling the audience that it is an advertisement. For example, an action hero might drink a special kind of soda, drive a certain car, or use a product as part of the film. The company who makes the product pays the makers of the film to show the product and the brand name.

　　Whatever advertisement method a company chooses, the advertising team will design the campaign and prepare a strategy. When the advertisement is ready, it is shown to the company. If the company agrees, they may try it out in a small part of the country to see if product sales increase as a result of the advertisement. If they do, then it will be used throughout the country. Otherwise, the whole programme will be reviewed. Researchers will go out and interview possible customers to find out the reasons for the failure.