填空题

The appeal of advertising to buying motives can have both (S1) __________. Consumers may (S2) __________.to buy a product of poor quality or high price because of an advertisement. For example, some advertisers have (S3) __________.to people’s desire for better (S4) __________.for their cars by advertising automotive products that improve gasoline mileage. Some of the products work. Others are (S5) __________.and a waste of consumers’ money. Sometimes advertising is (S6) __________.misleading. A few years ago a brand was offered to dieters with the message that there were fewer calories in every slice. It turned out that the bread was not dietetic, but just regular bread. There were fewer calories because it was sliced very thin, but there were the same number of calories in every loaf. On the positive side, (S7) __________. Consider fire insurance. Fire insurance may be sold by appealing to fear of loss. But (S8) __________. The security of knowing that property is protected by insurance makes (S9) __________. If consumers consider the quality of the insurance plans as well as the message in the ads, they will (S10) __________. S4