Hi All,
To maintain a high demand for their product, the manufacturers first took over the marketing and sales functions previously performed by outside agents; next,
they began changing their advertising campaigns monthly to keep pace with the rapid changes in consumers’ lives.
In this sentence,
pronoun “they” correctly refers to “the manufactures” grammatically as well as logically.
Grammatical standpoint: In the first Independent clause, “the manufacturers” is at the subject position doing the action of “taking over”. This sentence uses semicolon which means it should be followed by another independent clause. In this second independent clause, “they” is at the same place as “the manufacturers” is, that is at the subject place. Hence, “they” correctly refers to “the manufacturers”.
Logical standpoint: a pronoun must have a logical antecedent as well. Here, “they” can only refer to “the manufacturers” because it only makes sense to say that the manufacturers started making changes in the advertising campaigns because in order to maintain a high demand for their product, they “first” did something and next only “they” took another step. Hence, logically “they” refers to “the manufacturers”. There is no ambiguity about the reference of they in this sentence.
Hope this helps.
Thanks.
Shraddha