廣告的利 廣告的弊
1.刺激需求 1.可能誤導公眾
2.提供信息 2.經常濫用語言
3.節省時間 3.挑起購物衝動
4.刺激競爭 4.使價格上漲
5.提供娛樂 5.可能影響大眾媒介
(6) Packaging Changes the Product
包裝改變產品
It is surprising how important packaging can be in consumers'evaluation of the product offer.Many years ago people had problems with table salt because it would stick together and form lumps whenever the weather was humid or damp.The Morton Salt Company solved that problem by designing a package that kept the salt dry in all kinds of weather.Thus the slogan "When it rains，it pours1".Packaging made Morton's salt more desirable than competing products，and it is still the best-known salt in the United States.
The Morton Salt Company knew how to use packaging to change and improve its basic product—salt.Other companies have used similar techniques.Thus，we have had squeezable catsup bottles，plastic bottles for motor oil that eliminate the need for funnels，stackable potato chips in a can，toothpaste pumps，plastic cans for tennis balls，microwavable2popcorn packages，dinners that can be boiled in a pouch and served immediately，whipped cream in dispenser cans，and so forth.In each case，the package changed the product in the minds of consumers and opened large markets.In short，packaging changes the product by changing its visibility，usefulness，or attractiveness.
注釋：
1.When it rains，it pours 英文諺語"It never rains but it pours" (不下則已，一下傾盆)的變形。這裏用作廣告詞，表示就是天下雨鹽亦不結塊而能從調味瓶中傾倒出來。
2.microwavable 可用於微波的
譯文
包裝改變產品
包裝在消費者們對所提供產品的評估上是多麼的重要，這真是令人吃驚。許多年前，人們在食鹽上遇到問題，天氣潮濕時它總是要粘結在一起形成塊狀。莫爾頓鹽業公司解決了這一問題。他們設計了一種包裝，使食鹽在無論何種天氣都能保持幹爽。於是就有了“下雨時也能傾瀉而出”的廣告詞。包裝使莫爾頓公司的鹽比起其他競爭產品更合人意，使其成為至今仍是美國最為人們所知的鹽。
莫爾頓鹽業公司知道怎樣用包裝來改變並改進其基礎產品——鹽。其他公司也采用類似的技術。於是，我們就有了擠壓式番茄醬瓶，不需用漏管的塑料汽油瓶，可堆置的土豆片罐，牙膏吸筒，盛網球的塑料筒，用於微波爆米花的包裝，可在袋子裏煮沸並立即食用的餐食，自動售罐裏的罐奶油等等。在所有這些情況下，包裝改變了消費者心目中的產品，開辟出廣大的市場。總之，包裝通過改變產品的視覺、用途或吸引力而改變了產品。