Based on the     1    (心理学) behind creating a desire to buy, advertisers have developed ways of persuading people into     2    (购买) their products or services. A common technique to make an impact is to create a     3    (难忘的)     4    (口号).     5    (口号) use simple but impressive language to make us remember the product or service being advertised. Some of these slogans may also appeal to (迎合) our emotions. For example, a slogan may connect a fine china     6    (茶壶) it aims to promote with our pride in having good taste. You will hear a variety of slogans any time you watch TV. Think about your favourite one. What makes it special? And what message does it try to     7    (被传达)? A slogan which communicates an idea effectively can    8    (使增长) sales and even becomes part of popular culture. That is the power of memorable slogans.

Another technique advertisers often employ is to link their company or product to a “    9    (品牌)    10    (大使)”-a famous actor, a sports star, or even a fictional character. Think of a popular fast-food restaurant. Does it have a     11    (品牌大使)? Is the     12    (品牌大使) popular among potential customers? The more we like the brand ambassador, the more we will be attracted to buy the product.