填空题

In a competitive economy, the consumer usually has the choice of several different (36) of the same product. Yet underneath their labels, the products are often nearly (37) . One manufacturer’s toothpaste (38) to differ very little from another manufacturer’s. Thus, manufacturers are (39) with a problem--how to keep sales high enough to stay in business. Manufacturers solve this problem by advertising. They try to appeal (40) to consumers in various ways. In fact, advertisements may be (41) into three types according to the kind of appeals they use. One type of advertisement tries to (42) to the consumer’s reasoning mind. It may offer a claim that seems scientific. For example it may say the dentists (43) flash toothpaste. In selling a product, (44) . A scientific approach gives the appearance of truth. Another type of advertisement tries to amuse the potential buyer. (45) . One way of doing this is to make the products appear alive. For example, the advertisers may personify cans of insecticide, and show them attacking mean-faced bugs. Ads of this sort are silly, but they also tend to be amusing. (46) .