Advantages of Ads(廣告的益處)

      Advantages of Ads
   Advertisers  tend  to think big and perhaps this is why they' re always coming in for  criticism.  Their  critics seem   to   resent   them   because they have a flair for self-promotion and because they have so much money to throw around. "It' s iniquitous," they say, "that this entirely unproductive industry (if we can call it that) should absorb millions of pounds each year. It only goes to show how much profit the big companies are making.Why don't they stop advertising and reduce the price of their goods? After all, it's the consumer who pays."
     The poor old consumer! He'd have to pay a great deal more if advertising didn't create mass markets for products. It is precisely because of the heavy advertising that consumer goods are so cheap. But we get the wrong idea if we think the only purpose of advertising is to sell goods. Another equally important function is to inform. Advertisements introduce us to new products or remind us of the existence of ones we already know about.
     Lots of people pretend that they never read advertisemerits, but this claim may be seriously doubted. It is hardly possible not to read advertisements these days. And what fun they often are,too! A cheerful, witty advertisement makes such a difference to a drab wall or a newspaper full of the daily ration of calamities.
     We must not forget, either, that advertising makes a positive contribution to our pockets. Newspapers, commercial radio and television companies could not subsist without this source of revenue. The fact that we pay so little for our daily paper, or can enjoy so many broadcast programs is due ehtirely to the money spent by advertisers.
     Another thing we mustn't forget is the"small ads. "which are in virtually every newspaper and magazine. What a tremendously useful service they perform for the community! Just about anything can be accomplished through these columns.No other item in a newspaper provides such entertaining reading or offers such a deep insight into human nature. It's the best advertisement for advertising there is!

廣告的益處
    廣告人往往喜歡夸張，或許這就是他們總是招人非議的原因吧。他們的批判者們對(duì)他們似乎有些憤憤之情，因?yàn)樗麄冇凶晕彝其N的才華，也因?yàn)樗麄儞]金如土。“真是作孽呀!”那些人感嘆：“一個(gè)完全不創(chuàng)造價(jià)值的產(chǎn)業(yè)(如果還能把它稱作產(chǎn)業(yè)的話)每年竟然要花費(fèi)數(shù)百萬(wàn)英鎊。這只能表示，那些大公司賺的錢多到什么程度。他們?yōu)楹尾煌Ｖ棺鰪V告以降低商品的價(jià)格呢?畢竟，要付錢的是消費(fèi)者。”    
    可憐的消費(fèi)者!若非有廣告為商品開辟了大規(guī)模的市場(chǎng)，他們要付出的錢還多著呢!恰恰是由于大量的廣告宣傳才使得消費(fèi)品如此便宜。但是，如果我們認(rèn)為廣告的惟一目的就是推銷商品的話，那就大錯(cuò)特錯(cuò)了。廣告的另一個(gè)同等重要的功能就是提供信息。廣告為我們介紹新產(chǎn)品，或者提醒我們那些我們熟悉的老品牌的存在。
    許多人佯言他們從不讀廣告，但是，認(rèn)真地想一想，這種聲稱十分值得懷疑。如今要做到不讀廣告幾乎是不可能的。況且，廣告為我們帶來(lái)多少樂(lè)趣呀!一則令人愉快、妙趣橫生的廣告會(huì)給一面單調(diào)乏味的墻或一張登滿各種災(zāi)難的報(bào)紙平添多少變化呀!

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