填空题

In a (26) economy, the consumer usually has the choice of several different brands of the same product. Yet (27) their labels, the products are often nearly (28) . One manufacturer’s toothpaste tends to differ very little from another manufacturer’s. Thus, manufacturers are (29) with a problem—how to keep sales high enough to stay in business. Manufacturers solve this problem by advertising. They try to appeal to consumers in various ways. In fact, advertisements may be (30) into two types according to the kind of appeals they use.
One type of advertisement tries to appeal to the consumer’s (31) mind. It may offer a claim that seems scientific. For example it may say the dentists (32) Flash toothpaste. In selling a product, the truth of the advertising may be less important than the appearance of truth. A scientific approach gives the appearance of truth.
Another type of advertisement tries to amuse the (33) buyer. (34) .
One way of doing this is to make the products appear alive, (35) . Ads of this sort are silly, but they also tend to be amusing. (36) .