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) ________________.