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


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

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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