广告的是与非(节选)

Advertising:Yes or No?(Excerpt)

[1]广告主要是用来劝说的,对此人尽皆知.典型的广告试图诱导消费者做一件特定的事,并通常是购买某件商品而不是上千件别的什么,目的明确,而对买家也不隐晦,但数十年的数据和数百年的经验表明,各地消费者对广告商的宣传词和宣传动机深感怀疑.实际上,正是这种怀疑使广告拥有了有效的驱动力.广告的劝说功能和与之相适应的怀疑论是一个过程的两个方面,正因为劝说和怀疑相辅相成,所以才能在竞争激烈的市场中发挥作用.

[1]Advertising primarily seeks to persuade and everyone knows this,too.The typical ad tries to induce a consumer to do one particular thing-usually,buy a product-instead of a thousand other things.There is nothing obscure about this purpose or what it means for buyers.Decades of data and centuries of intuition reveal that all consumers everywhere are deeply suspicious of what advertisers say and why they say it.