The appeal of advertising to buying motives can have both negative and positive effects consumers may be convinced to buy a product of poor quality or high price because of an advertisement. For example, some advertisers have appealed to people’s desire for better fuel economy for their cars by advertising automotive products that improve gasoline mileage. Some of the products work. Others are worthless and a waste of consumers’ money.
广告对购买动机的吸引力既有负面影响，也有正面影响。消费者可能会因为广告而被说服购买质量差或价格高的产品。例如，一些广告商通过广告宣传提高汽油里程的汽车产品来满足人们对汽车燃油经济性的渴望。有些产品有效，有些产品毫无价值，浪费了消费者的钱。
Sometimes advertising is intentionally misleading. A few years ago a brand of bread was offer to dieters with the message that there were fewer calories in every slice. It turned out that the bread was not dietetic, but just regular bread. There were fewer calories because it was sliced very thin, but there were the same number of calories in every loaf.
有时广告是故意误导。几年前，有一种品牌面包被提供给节食者，据说是每片面包中的热量更少。事实证明，这种面包并不节食，只是普通的面包。热量少是因为它的切片很薄，但每个面包的热量相同。
On the positive side, emotional appeals may respond to a consumer’s real concerns. Consider fire insurance. Fire insurance may be sold by appealing to fear of loss. But fear of loss is the real reason for fire insurance. The security of knowing that property is protected by insurance makes the purchase of fire insurance a worthwhile investment for most people. If consumers consider the quality of the insurance plans as well as the message in the ads, they will benefit from the advertising.
从积极的方面来说，情感诉求可能会回应消费者真正的担忧。考虑火灾保险。火灾保险可以通过对损失的恐惧进行上诉来出售。但对损失的恐惧才是购买火灾保险的真正原因。知道财产受到保险保护的安全性使购买火灾保险对大多数人来说是一项值得的投资。如果消费者考虑到保险计划的质量以及广告中的信息，他们将从广告中受益。
Each consumer must evaluate her or his own situation. Are the benefits of the product important enough to justify buying it? Advertising is intended to appeal to consumers, but it does not force them to buy the product. Consumers still control the final buying decision.
每个消费者都必须评估自己的情况。该产品的好处是否足够重要，足以证明购买该产品的合理性？广告是为了吸引消费者，但并不强迫他们购买产品。消费者仍然控制着最终的购买决定。
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