Advertising gives useful information about which products to buy. But modern advertising gives more than news   16   products and services .Today’s advertisements, or ads, try to get consumers to buy certain brands .Writers of advertising are so skillful 17  they can sometimes persuade a consumer ___18___(wear) a certain kind of clothing, eat a special kind of cereal (麦片) ,or see a movie. Consumers might never even want a product if they did not see or hear advertisements for it.

For example, you probably do not need the ___19___(new) cereal in the supermarket. There are probably many cereal brands on your kitchen shelves. You may not have space on your shelf for __20__. But if you see ads about a new cereal that is your extra - tasty and has a free prize in the box, you may want __21_. Advertising must get attention. To be     22__ (effect), it must be exciting, entertaining, or provide some pleasure. The secret of writing good advertising copy is to offer____23__ good idea as well as a product. The idea is ___24___ the advertisement is really selling. One example is an ad that says eating a certain cereal will make a person do well in sports. That cereal brand may sell better if consumers think it ____25__ (offer) strength and energy.