(3) It is no longer possible for anyone to remain unaffected by advertisements. One cannot turn a blind eye to the solicitous overtures to buy this or that article that fill our streets, newspaper, and magazines. Even in the sanctity of our living-rooms, advertisers are waiting to pounce on their helpless victims as they tune in to their favourite radio or television programmes. In time, no matter how hard we resist, clever little tunes and catch-phrases seep into subconscious mind and stay there. Though they seem so varied, all these advertisements have one thing in common: they make strong appeals to our emotions.
Fear is the biggest weapon of all. The consumer is literally scared into spending his money when he is reminded that he may die tomorrow and leave his family unprovided for; his house may be burnt down while he is away on holiday; that mysterious pain he has in the stomach (which he innocently took to be indigestion) is really the first symptom of a nervous disorder. The bait dangled before his nose is security, and he is gripped with fear when he compares his miserable lot with that of the smiling, healthy-looking man in the advertisement, who was provident enough to do all the right things at the right time.
(16) But we are not always dealt with quite so roughly. Sometimes, it is our not fears that are invoked, but our sense of comfort. Human ingenuity has devised countless machines that take the drudgery out of housework. All you need do is press a button. Why should you freeze every winter? It's time you had this inexpensive heating system installed. Immediately you conjure up glowing visions of yourself, drifting around the house in shirt-sleeves when it's 20 below outside!
(24) The softest spot of all is our vanity. No man wants to be bald before he is thirty; no woman to lose her school girl-complexion. We are flattered and coaxed until we almost believe that we have the makings of potential film stars, providing of course, that we use....! Sometimes the methods employed are even more subtle. They persuade us that we are superior to other people and it is time we realized it. The funny man in the poster establishes immediate contact with us by making us feel that we belong to the select few who have a sense of humour. Austere black type and profoundly serious statements confirm what we knew all along: that we are highly intelligent.
(29) No amount of logical argument can convince so much as this assault on our emotions. When a crunchy, honey-filled chocolate bar stares up at you from a glossy page, what else can you do but rush out and buy one?
Mark the best choice
1. What does the idiom turn a blind eye (Line 2) mean?