The business of advertising is to
invent methods of addressing massive audiences in a language designed to be
easily accessible and immediately persuasive. No advertising agency wants to{{U}}
(51) {{/U}}out an ad that is not clear and convincing to millions of people. But
the agency,{{U}} (52) {{/U}}they would agree that ads should be written to sell
products, disagree when it{{U}} (53) {{/U}}down to the most effective methods of
doing so.{{U}} (54) {{/U}}the years, advertising firms have developed among
themselves a variety of distinctive styles{{U}} (55) {{/U}}on their understanding of
the different kinds of audiences they want to reach. No two agencies would
handle the{{U}} (56) {{/U}}product identically. To people{{U}} (57) {{/U}}whom
advertising is an exacting discipline and a highly competitive profession, an ad
is{{U}} (58) {{/U}}more than a sophisticated sales pitch, an attractive verbal{{U}}
(59) {{/U}}device to serve manufactures. In fact, for those who examine ads
critically or professionally, products may very well be{{U}} (60) {{/U}}more than
merely points of departure. Ads often{{U}} (61) {{/U}}their products, and in the{{U}}
(62) {{/U}}of early advertisements for products that are no longer available, we
cannot help{{U}} (63) {{/U}}consider the advertisement independently of our
responses, to those products. The point of examining ads apart{{U}} (64) {{/U}}their
announced subjects is not that we ignore the product completely, but{{U}} (65)
{{/U}}we try to see the product only{{U}} (66) {{/U}}it is talked about and portrayed
in the full{{U}} (67) {{/U}}of the ad. Certainly, it is not necessary to{{U}} (68)
{{/U}}tried a particular product to be{{U}} (69) {{/U}}to appreciate the technique
section and design used in{{U}} (70)
{{/U}}advertisement.