Modem advertising men try to justify what they do by telling us of the advantages of adver

tising. Thus, it is said that advertising 【C1】______ the price of goods because it increases the number that 【C2】______ . In fact, products could often be sold more cheaply if 【C3】______ not wasteful 【C4】______ between companies. This results 【C5】______ expensive advertisements, the cost of which is passed 【C6】______ the public. A magazine has point ed out that headache pills without 【C7】______ name can be sold very cheaply, but the same pills, advertised 【C8】______ a cost of half a million pounds a year, cost five times 【C9】______ .

Secondly, it is suggested that advertising gives information to the customer. It is, of course, 【C10】______ to know what is 【C11】______ at the local cinema, the date of a 【C12】______ or even that certain types of goods are available. But most advertising does 【C13】______ than inform, and much is misleading. You would be very wrong to believe that all the tests shown on television are 【C14】______ . Thus, in a polish advertisement, black glass was used instead of wood to give a shiny 【C15】______ , and in a cat's food advertisement, 【C16】______ meat was used because the eat refusal to eat the tinned product. That whiter than white shirt in a washing powder ad is 【C17】______ to be bright blue.

Finally, it is said that advertising 【C18】______ the quality of goods because advertisers worry about their reputations, This may be so in many 【C19】______ , but it could also be argued that advertising has made people willing to 【C20】______ poor quality goods.

【C1】

A．increases

B．reduces

C．raises

D．lifts