The image is often more important than any facts about the product.For example,the makers of sweet soft drinks never tell young people that soft drinks can ruin their teeth and make them fat.In the same way,cigarette advertisements always give the image that smoking is romantic.We never see sick people coughing and dying.Also,beer or whiskey advertisements don't show traffic accidents caused by drunk drivers.Instead,these advertisements show people having fun.The clear message of advertising is:Try our product and see how much more you will enjoy life!

对产品来讲，想象常常比事实更重要。例如：含糖饮料的商家们，从不告诫年轻人，这样的饮料有害牙齿并使人发胖。同样的道理，香烟广告总是给人吸烟浪漫的想象，我们永远不会看到咳嗽或将要死去的吸烟人。啤酒或维斯基酒的广告，也不会展示因醉酒驾车而造成的交通事故。相反，这些广告总是展示人们拥有这些物品的享乐。广告最清楚明确的信息就是：尝试我们的产品，尽情享乐人生。