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Before Talking About Advertisements and Advertising, Let's Consult The Dictionary As To Find The Definitions

This document discusses advertising and advertisements. It begins by defining advertisements and advertising using dictionary definitions. It then discusses how advertisements are everywhere in modern life, from newspapers and magazines to television, radio, and the internet. Advertisements come in many forms, from street vendors calling out to products to posters and commercials. Advertisements pay for many free or low-cost services and help distinguish brands. Successful advertising techniques profiled include testimonials, humor, comparisons, emotional appeals, health claims, special offers, science, and lifestyle branding. The document asks readers to consider their opinions on different advertising claims and strategies.

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Dorina Danila
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158 views

Before Talking About Advertisements and Advertising, Let's Consult The Dictionary As To Find The Definitions

This document discusses advertising and advertisements. It begins by defining advertisements and advertising using dictionary definitions. It then discusses how advertisements are everywhere in modern life, from newspapers and magazines to television, radio, and the internet. Advertisements come in many forms, from street vendors calling out to products to posters and commercials. Advertisements pay for many free or low-cost services and help distinguish brands. Successful advertising techniques profiled include testimonials, humor, comparisons, emotional appeals, health claims, special offers, science, and lifestyle branding. The document asks readers to consider their opinions on different advertising claims and strategies.

Uploaded by

Dorina Danila
Copyright
© © All Rights Reserved
We take content rights seriously. If you suspect this is your content, claim it here.
Available Formats
Download as DOCX, PDF, TXT or read online on Scribd
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Advertising – the way to success

1. Before talking about advertisements and advertising, let’s consult the dictionary as to
find the definitions.

Advertisement ----- UK  /ədˈvɜː.tɪs.mənt/  US  /æd.vɝːˈtaɪz.mənt/ !!! pay attention to the


way they are pronounced ----- a picture, short film, song, etc.
that tries to persuade people to buy a product or service, or a piece of text that tells people about
a job, etc.

Advertising-----UK   /ˈæd.və.taɪ.zɪŋ/ ------ US/ˈæd.vɚ.taɪ.zɪŋ/----


the business of trying to persuade people to buy products or services:

No matter where you look you will see ads or advertisements. They are everywhere: In
newspapers, in magazines, on TV, on the radio, on the internet, when you play games on the
computer, on clothing on balloons and blimps, on… Well, they are a part of your life. There are so
many that you might not even notice them.

To advertise means to call something to the attention of the public. That can be done in many
different ways. Street vendors advertise by calling out loudly: “Bananas – 10 for 2 dollars!”
Others prefer to advertise their products on posters that can be found everywhere. Others again use
television and radio for the purpose. Advertisements have been around for a long time. They
“advertise” politicians and have election posters on baths, pubs , buildings, special places etc.

It is hard to imagine a world without advertisements. They are everywhere and they pay for
many things. Just think of all the programs on television that are sponsored by a company or
magazines that are full of ads. You would have to pay much more if they were not part of the
magazine. When you surf the net or play a game online, they are there.

Advertisements are necessary –that’s what a lot of companies have experienced. Just look at
the Coca-Cola and Pepsi story. Coca-Cola used to be the preferred product when it came to cola.
Pepsi took the challenge and invented the Pepsi Challenge. In blind tests Pepsi was preferred by a
lot of people.

Ads are not the same in every country. You have to pay attention to traditions, history and
culture. What works in one country might not work in another country.
An important part of advertising and selling products is the idea of brands. When you buy a
particular brand, you are not just buying a product; you are buying an identity and a lifestyle. In
the old days a brand meant something hot or burning. Today it is an identifying logo, a mark or
symbol that distinguishes one company or products from others. A good logo is unique and not
easily confused with logos of other companies. Many logos are famous and have been around for
a long time.
*** in the old days ------- a long time ago

I. Oral Task ( answer the questions orally and think about it!!!!)
1. Make a list of all the brand names you usually wear.
2. Make a list of all the brand names you can think of.
3. Try to imagine on a day where you don’t want to wear anything with a brand name on –will it
be easy or difficult for you to dress that day?
4. Why do you wear brand-name clothes/ Why don’t you wear brand-name clothes?

II. Here are some of the techniques used in advertising. They make the advertisement more
attractive or they make it catchy. These techniques are used by companies to make the customers
buy or use their products.
1. Testimonial ------get a well-known person to recommend the product (an actor,a singer, a
football-player.
2. Humour ------ make the customer laugh
3. Comparison---------- compare the product with a direct rival
4. Emotional appeal -------------appeal to basic instincts like physical attraction or family love
5. Health -----------suggest the product will make you feel better, live longer, etc.
6. Esoteric----- make the ad bizarre and/or hard to understand
7. Special offers -------------offer the customer free gifts or discounts.
8. Science -------- mention test results, advanced technology, etc.
9. Lifestyle ----------associate the product with a particular way of living. IT
WORKS EXAMPLE
2. WHAT’S YOUR OPINION?. Write about each of the points in some sentences. (Each point
should be commented on in 3-4 complex sentences.) Use the vocabulary from the Vocabulary
on advertising and don’t forget about linking words. Make it as a composition, if possible.
Read the task carefully and follow the criteria as not to have misunderstandings later.

a. We frequently buy things that we don’t need, just because we saw them advertised on TV.
b. If a product is advertised on TV, this means it must be good.
c. Television would be worse without advertisements.
d. Advertising is an essential feature of a free and democratic society.
e. What kind of commercials do you like best?
f. Do you find it easy to remember commercials?
g. Do you prefer commercials with or without music, children or/and animals?
h. Is there any commercial you dislike? Have you bought what they advertise? Why you dislike
them?
Optional task. Comment on one of the quotes. 180 ---200 words. (not more…)
AD QUOTES ------- Here are some quotes about advertising. Which ones do you agree with?

1. ‘Advertisements contain the only truths to be relied on in a newspaper.’ —Thomas Jefferson ‘


2. Telling lies does not work in advertising.’ —Tim Bell
3. ‘Advertising is legalized lying.’ —H G Wells
4. ‘You can tell the ideals of a nation by its advertisements.’ —Norman Douglas
5. ‘Let advertisers spend the same amount of money improving their product as they do on
advertising and they wouldn’t have to advertise it.’ —Will Rogers
6. ‘Ads are the cave art of the 20th century.’ —Marshall McLuhan
7. ‘The more facts you tell, the more you sell.’ —Dr Charles Edwards
8. ‘History will see advertising as one of the real evil things of our time.’ —Malcolm Muggeridge
9. ‘Living in an age of advertisement, we are perpetually disillusioned.’ —J B Priestley
10.‘What you say in advertising is more important than how you say it.’ —David Ogilvy

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