had no disadvantage in terms of...

Blue Apple

Senior Member
Persian (Iran)
Does the bold section of the following text imply:

1. the number of their mass audiences did not decrease

or

2. they did not lose anything because of choosing the masses as their audiences?


Context:
While the absence of radical political connections is obviously greater in advertising than in the work of the neo-avant-garde in art, it is equally clear that the producers of the Pure Gold and Silk Cut advertisements had practically no disadvantage at all in terms of reaching a mass audience (Art and Advertising by Joan Gibbons).
 
  • The Newt

    Senior Member
    English - US
    They didn't choose (or not choose) the masses as their audience; the sentence says that the producers didn't suffer any negative consequences in terms of reaching a mass audience. That is, whatever else they may have gained or lost, the appeal of their products to a mass audience did not suffer.

    "Mass audience" is uncountable here.
     
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