From the given options, choose the sentence that completes the paragraph in the most appropriate way.

I am sometimes attacked for imposing `rules’. Nothing could be further from the truth: I hate rules. All I do is report on how consumers react to different stimuli. I may say to a copywriter, “Research shows that commercials with celebrities are below average in persuading people to buy products. Are you sure you want to use a celebrity?” Call that a rule? Or I may say to an art director, “Research suggests that if you set the copy in black type on a white background, more people will read it than if you set it in white type on a black background.”