Part II. C. Interpreting information

Part I

WRITING

E. Fieldwork

D. Discussion

C. Interpreting information

Answer the questions based on what you have learned. Use the italicized expressions in your answers.

a. Why is New York an efficient designated marketing area (DMA) for Perdue Farms? What is the most efficient DMA in your area?

b. Test your brand-name awareness: Can you name two leading brands of coffee, tea, or juice? Do you have brand-name loyalty for any of these, or do you buy for other reasons?

c. Some chief executive officers (CEOs) have tried to imitate the Perdue advertising campaign by becoming spokespersons for their products, but the strategy to feature the CEO does not often work. Why not? Do you know of any senior executives who have appeared as spokespeople for their products? Was the strategy successful?

c. Think about a TV advertising campaign that is running now. What is the main message of the campaign? What slogan is used to advertise the product? What is the keystone, or central feature, of the campaign? Do the spots use voiceovers, close-ups, or other special techniques? How effective is the ad campaign?

1. Comment on the quality of the business decisions.

2. Advertising can be an enormously powerful business tool. It is also very costly. In the case of Perdue Farms, advertising was used not only to create a company image but also to transform an industry.

3. The investment in advertising paid for itself many times over.

Report to the class on advertising strategies used in newspapers and magazines in your area.

– Find several examples of ads for food or other products.

– Discuss the ads in terms of achievement, affiliation, power, fear, sex, and any other strategies used.

– Compare the cultural values expressed in these ads to those expressed in the Perdue Farms chicken TV ads described in the unit.

Below you’ll read about some techniques used in adverstising. Decide which appeal to you and which don’t.

1. Repetition. The simplest kind of advertising. A slogan is repeated so often that we begin to associate a brand name with a particular product or service.

2. Endorsement. A popular personality is used in the advertisement.

3. Economical appeal. Advertising often appeals to basics such as motherlove, sex, manliness, femininity.

4. Scientific authority. Sometimes the adverts show a person in a white coat i.e. a scientist telling us about a product. More often it mentions “miracle ingredients” or “scientific testing” to persuade us.

5. “Keeping up with the Jones’s.” An appeal to pure snob value. You want to appear to be richer or more successful than yor neighbors.

6. Comparison. The advert lists the qualities of a product in direct comparison with rival products.

7. An appeal to fear or anxiety. This type is similar to 3, but works on our fear.

8. Association of ideas. Cigarette advertising, for example, should be attractive: healthy people smoking in beautiful rural situations (Usually it is accompanied by the words “Smoking is harmful for your health”)

9. Information. If a product is new, it may be enough to show it and explain what it does.

10. Special offers/free gifts. This is a very simple and direct appeal – it’s half price!

11. Anti-advertising. This is a modern version which appeals to the British sense of humour. It makes fun of techniques of advertising.

Make up advertisements of your own. You may use any of the above mentioned techniques. Remember that you have to persuade and inform, and are not supposed to say anything misleading or untruthful – although of course in this case you are free to invent the name of the company, the details of its service, and so on. The advertisement that follows can serve as an example.

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