The appeal of advertising to buying motives can have both negative and positive effects. Consumers may be (36) ______ to buy a product of poor quality or high price because of an advertisement. For example, some advertisers have (37) ______ to people's desire for better fuel (38) ______ for their cars by advertising automotive products that improve gasoline mileage. Some of the products work. Others are (39) ______ and a waste of consumers' money.
Sometimes advertising is (40) ______ misleading. A few years ago a brand was (41) ______ to dieters with the message that there were fewer calories in every slice. It turned out that the bread was not dietetic, but just (42) ______ bread. There were (43) ______ calories because it was sliced very thin, but there were the same number of calories in every loaf.
(44) ___________________________________________________________ . Consider fire insurance. Fire insurance may be sold by appealing to fear of loss. (45) _____________________________________________________ . The security of knowing that property is protected by insurance makes the purchase of insurance a worthwhile investment for most people. (46) ______________________________________________________________________________________ .