高中三年级英语(人教版)全一册 Unit 5 Reading

　　ADVERTISING

　　Ads are tbund almost everywhere -- they are broadcast on TV and over the radio, posted on the Intemet and printed in newspapers and on posters in our cities. Advertising is a highly developed industry. The develooment of radio, television and other media has gone hand in hand with the development of advertising.

　　People react to advertisements in different ways. Some people find ads useful and entertaining; others think that they are annoying. Defenders of ads say that ads help us make informed choices as consumers by introducing good quality products. On the other hand, critics sometimes accuse companies of using ads to mislead us by making us believe that a certain product is better than it really is or that we will be happier if we buy it.

　　The basic principle of advertising is fairly simple. By introducing a brand name to potential customers, and by associating the product with the customers' needs, companies are able to influence the choices customers make. Customers see so many ads every day that advertisers must work hard to get their message across. For that reason, companies spend large amounts of money employing advertisers. The best chance to reach customers is to appeal to their emotions. Thus, instead of selling them the product, the ads sometimes seem to be selling them what money cannot buy: love, happiness and success.

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