高中三年级英语(人教版)全一册 Unit 5 Reading

　　Not all ads are used to promote a product or to increase a company's profits. Many governments use ad campaigns to make people aware of social problems and government policies. Aid organizations often name a well-known person as their spokesman or spokeswoman in order to get their message across. For example, the United Nations selected the soccer star Ronaldo, pop singer Tetsuya Komuro and other famous people to represent the UN and make its programmes known to the public. By using the techniques developed by the advertising industry, govemments and other non-profit organizations can spread knowledge, change attitudes and improve society.

　　There are some ads that are not helpful. These "bad ads" use illegal ways to mislead consumers. It is not always easy to spot a bad ad, but there are a few things we can look out for. First of all, we should always keep an eye out for "hidden information". Some ads hide important information by using small print or colours. Other ads mislead us by showing pictures that are only partly true or have been changed to look better. A similar trick is used in so-called "bait-and-switch" ads, that is the customer is shown one product (the bait) and then given another.

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