It’s said that today more than $400 billion a year is spent on advertising worldwide. Beyond that the economic impact of advertising touches just about every consumer-product industry, from cars to chocolate. An advertisement reaches its consumers by means of TV and radio broadcasting, newspapers and magazines, direct mail billboards and posters, the Internet, and many other forms. As the case ___25____(stand), it is widely recognized that the global economy is being driven to a great extent by advertisements.

  A successful advertisement ____26_____(involve) at least three things. The advertisers will first of all identify the market. That is, they need to work out who will buy the product ___27____ question. Then, ____28____(identify) the market, they will work out the best way to meet the needs of this market. So they will take into account __29___  number of desires or worries the target consumers may have. Do they have the desire to be popular? Are they afraid of falling ill? Lots of questions like these might be raised. Finally, they will design the advertising programme. That is, they will study what words and images their advertisement should contain and what slogans they intend to make use of. Then celebrities are sometimes employed and invited to back up the product. Scientific data are often quoted as a means of adding truthful value to the ___30____(advertise) product.

   In everyday life consumers have seen lots of successful examples of advertisements. For example, Kodak, Nike, Coca-Cola, and McDonald’s are all very successful in attracting and selling to their customers.

  ____31___, there are also many examples of advertisements that do not seem to reach the expected goal. One such example was related to McDonald’s first arrival in Brazil. Their advertisements suggested that people eat McDonald’s hot hamburgers “at a picnic at the beach.” By doing this, they failed to cater to the Brazilian customs of consuming cold things, such as beer, soft drinks, ice cream, and sandwiches, at a beach picnic. Brazilians do not consider a hot hamburger proper beach food.

  In advertising, ____32_____, the designers have to be highly culture-conscious when planning to carry out an international programme in a foreign country. Study the cultural background of the potential customers, or spoil the advertising programme!

 
25. stands     26. involves        27. in             28. Having identified

29. a         30. advertised       31. However       32. therefore