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不用谢我，这都是应该的，举手之劳。 Advertising Claims Many people are believers in their own immunity to advertising. These naive inhabitants of consumer land believe that advertising is childish, dumb, a bunch of lies, and influences only the masses of the less sophisticated. Their own purchases, they think, are made purely on the basis of value and desire, with advertising playing only a minor supporting role. Are consumers really immune to ads? Advertisers know better. Although few people admit to being greatly influenced by ads, surveys and sales figures show that a well-designed advertising campaign has dramatic effects. A logical conclusion is that advertising works below the level of conscious awareness and it works even on those who claim immunity to its message. Advertisers delight in an audience that believes ads to be harmless nonsense, for such an audience is rendered defenseless by its belief that there is no attack taking place. The purpose of studying advertising is to raising the level of awareness about the persuasive techniques used in ads. One of the simplest ways is through an analysis of the language of the advertising claim. What is the advertising claim? The claim is the verbal or print part of an ad that makes some assertion of superiority for the product being advertised. A few of these claims are downright lies, some are honest statements about a truly superior product, but most fall into the category of neither bold lies nor helpful consumer information. They balance on the narrow line between truth and falsehood by a careful choice of words. Why are so many claims false? The reason so many ad claims fall into the category of false information is that they are applied to parity (同等，平价) products, those in which all or most of the brands available are nearly identical. Since no one superior product exists, advertising is used to create the illusion of superiority. The largest advertising budgets are devoted to parity pro