[9급 국가직 영어 2010년 4번]

The sales talk of the old-fashioned businessman was essentially rational. He knew his merchandise, he knew the needs of the customer, and on the basis of this knowledge he tried to sell. To be sure his sales talk was not entirely objective and he used persuasion as much as he could; yet, in order to be efficient, it had to be a rather rational and sensible kind of talk. A vast sector of modern advertising is different; it does not appeal to reason but to emotion; like any other kind of hypnoid suggestion, it tries to impress its customers emotionally and then make them submit intellectually. This type of advertising impresses the customers by all sorts of means such as the repetition of the same formula again and again. All these methods are essentially irrational; they have nothing to do with the qualities of the merchandise, and they suppress and kill the critical capacities of the customers.