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　　Advertising in the United States is successful under the following circumstances: (1) when it creates a favorable company image; (2) when it relies on scientific research for an accurate evaluation of trends, fashions, needs, attitudes, and motivation; (3) systematically applies the findings of research in solving its problems; (4) avoids exposing the sponsor to charges of unethical practices.

　　(1) _______________ In the competitive world of American business, a positive company image is essential to a company's survival and growth. Any adverse publicity could destroy the image, thereby causing a "recession" in the company's ability to sell its product, keep the value of its stocks high and maintain a healthy state of company morale. Furthermore, the self-images project- ed to the consumer are one of the essential techniques for pulling people into the product commercial, of getting them involved with the situation and consequently with the product (2) _______________ The composite American, as projected in TV and radio commercials, might be pieced together somewhat as follows always eating, troubled with insomnia, constantly worried, extremely clean, fond of fun and luxury, wholesome, highly individualistic, looking for the easiest and quickest way of doing everything, and searching for reality-even if it' s only a real cigarette.

　　Successful advertising appeals more to emotion than to reason. Research shows that data from surveys may be inaccurate because people frequently do not give reasoned answers to questions, but answers that convey a good impression to the re- searcher. (3) _______________ Reasoning power is called into play only when people have to give themselves a solid excuse for buying something that appeals to them emotionally. Since a major part of advertising is aimed at the emotions, there is some concern that through exploitation of the emotions by advertisers, Americans will become less rational and less independent in their ability to make decisions.

　　However, recent research indicates that people's ability to reason is not adversely affected by advertising because too few advertising messages really get through them. (4) _______________

　　If a company's drive for successful advertising disregards ethical practices, the public must rely on various agencies to discipline the offender with the threat of damaging its image. On the other hand, advertisers have found it advantageous to enrich our re hours by providing great entertainment, often unavailable otherwise. (5) _______________ What does it mean? It means that we associate the brand name, the trademark, or the slogan with the entertainment. It means the company has won our favor and that, in all probability, we will buy that company’s products and/or invest in its stocks.

　　Ultimately, the American dream of everlasting affluence depends for its fulfillment on the advertiser's continued success in keeping people amused, dissatisfied with what they already have, and eager for more and more and still more of the good things. Therefore, every step in the advertising process is aimed at stimulating Americans to work harder, to train longer, and to earn more in order to acquire a generous share of the material conveniences and luxuries that the giants of industry have been able to produce.

　　A. Effective advertising is a powerful image-builder.

　　B. As a result of all this image-making activity, the advertiser arrives at a composite of all the images projected, a national image with which the majority of consumers can identify.

　　C. Effective advertising can help a company sell its products.

　　D. People always pay little attention to commercials, because they are so money-oriented.

　　E. We hum the tunes, recount the tales, and laugh at the comic situations brought to us by the advertiser.

　　F. It was the motivation analysts who found that companies must sell emotional security first and foremost.

　　G. People watch the commercial and listen to the sales message, but often pay little attention to what is going on.

　　參考答案：

　　(1-5) ABFGE