新视野大学英语视听说教程 2 Unit 4-5

（单词翻译）

IV. Speaking Out
Model 1 Who pays?
Laura: Hey!
Bob:  Hey! Look, this is a cool TV commercial. “Things go better with Coke!”
Laura: I think the Pepsi commercial is just as attractive: “The choice of a new generation!”
Bob:  Yeah, but the competitors are just canceling out each other’s efforts.
Laura: That’s quite true. They both spend piles of money to increase their market shares, but neither gains.
Bob:  I’m afraid the extra costs of advertising¹ will be passed on to the consumers.
Laura: I hear that the advertising produces a good image of a product, and that leads to consumer brand loyalty³.
Bob:  What do you mean by consumer brand loyalty?
Laura: It means consumers are loyal² to a certain product and keep buying it. Also, they’re willing to pay more.
Bob:  It seems contradictory⁴. In other words, more sales mean lower production costs, but more advertising means higher costs to the consumer. In the end the winner is of course the company.
Laura: That’s true!