The Power of Advertising
I am convinced that advertising agencies could sell people last week's garbage. Being
masters of propaganda, they make everything sound good. Using evasive language,
advertisers make such vague but impressive statements as "Professionals recommend
our skin creams." (The careful consumer will ask, "Professionals in what field?") The
agencies are also skilled at using richly appealing images. For example, newspaper ads
never sell "brightly colored towels." Instead they sell "petal-soft bath sheets in a variety
of (1)
rainbow colors." Perfumes in ads don't make you "smell good"; they
"invite you to please that special man in your life with this (2)[
yet
unmistakable scent of tea roses." Food ads (3)[
your appetite by offering "a
sauce carefully blended to produce an unforgettable taste that you and your guests will
(4)
✓Clothing ads (5)[
the idea that if you wear a particular suit
or dress, you will be classier than the next person. Other ads, such as those for
computers, tell you how (6)
✓their products will make you, suggesting that
they will give you more skills than others have. Advertisements must have
(7)
(8)
appeal to attract millions of people. Yet they must also persuade all those people to accept the
that they will be (9)
if they buy a particular product. Yes, I'll bet an advertising agency could
an ad saying, "Nowhere
sell last week's garbage to naive or gullible people. The agency would simply (10)
else can you find a gift with so powerful an aroma-one that overflows with bittersweet memories of yesterday, yet hints
that it will grow stronger with each passing day."

Options are
-convey
-delusion
-devise
-savor
-stimulate
-subtle
-unique
-universal
-versatile
-vivid