Second, daily consumer goods, technical equipment and service are totally different advertising subjects. For example, some words in technical equipment ads are comprehensible only to those acquainted with that field. Take iMAC PC as an example. All the features of iMAC, plus: 400MHZ, G3 processor, slot-loading DVD drive, 10GB disk storage, dual 400Mbps FireWire ports, and iMovie video editing software. Laymen of computers must feel confused by these dazzling figures and units. However, in or...