Advertisers tend to think big and perhaps this is why they're always getting criticism. Their critics seem to get angry with them because they have a gift for self-promotion and because they have so much money to throw around. "It's absolutely unfair," 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 the goods are so cheap. We must not forget, either, that advertising makes a positive contribution to our pockets in some other way. Newspapers, commercial radio and television companies could not survive without this source of income. The fact that we pay so little for our daily paper, or can enjoy so many broadcast programs is due entirely to the money spent by advertisers. Just think what a newspaper would cost if we had to pay its full price.
And we get the wrong idea if we think the only purpose of advertising is to sell goods. Another equally important function is to inform. A great deal of the knowledge we have about household goods should be largely from the advertisements we read. Advertisements introduce us to new products or remind us of the existence of ones we already know about. Supposing you wanted to buy a washing machine, it is more than likely you would obtain details regarding performance, price, ect., from an advertisement.
Lots of people pretend that they never read advertisements, but this claim may be seriously doubted. It is hardly possible not to read advertisements these days. And what fun they often are, too! Just think what a railway station or a newspaper would be like without advertisements. Would you enjoy gazing at a blank wall or reading railway regulations while waiting for a train? Would you like to read only closely printed columns of news in your daily paper? A cheerful, witty advertisement makes such a difference to a dull wall or a newspaper full of the daily events of disasters.
Another thing we mustn't forget is the "small ads." which are in actually every newspaper and magazine. What a tremendously useful service they perform for the community! Just anything can be accomplished through these columns. For instance, you can find a job, buy or sell a house, announce a birth, marriage or death in what used to be called the 'hatch, match and dispatch' column but by far the most fascinating section is the personal or agony column, in which people can present their various puzzling personal problems and seek others' help. 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!
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Advertisements are (1) ________ by many people.
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◇Advertisers think big,(2)________ themselves and waste much money
◇Advertisers make great profits without any production.
◇The big companies are advertising,(3)________the price of their goods.
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Advertisements(4)________ our money.
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◇The heavy advertisements makes goods cheap.
◇The heavy advertisements makes goods cheap.
◇Income that the media get from advertisers(5)________ consumers to spend less on goods.
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Advertisements help obtain information.
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◇We get a large amount of the(6)________about household goods from the advertisements.
◇Advertisements introduce us to new products.
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Advertisements guarantee us a colorful (7)________.
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◇A blank wall without advertisements would be very (8)________.
◇A newspaper without advertisements would not be so appealing.
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Advertisements help(9)________ the community.
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◇Daily affairs can be dealt with through these "small ads".
◇Personal problems can be(10)________ to the persons concerned to seek others' help.
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