Advertising Tips

I. Read and translate the text. Discuss it with your partner.

Reading

Warm up

Lesson 3. Advertising Tips

Discuss what you think was wrong with the following advertising campaigns.

a. A hair products company advertised new styling tongs with the name ‘Mist’. They sold well all over the world but were not a success in Germany. Why not?

b. An electronics company produced a new vacuum cleaner and advertised it with the slogan, ‘Nothing sucks like (name of product)’. The vacuum sold well in English-speaking countries but not in America. Why not?

c. A company selling nappies worldwide used the image of a stork delivering disposable nappies to expectant parents. The advert was a success in Europe and America but a failure in Japan. Why?

Loaded words: words with strong associations such as home, family, dishonest and wasteful.

Buzzwords: words that are popular and vague like “pure and natural.”

Transference: associating a symbol with a product such as the Golden Arches and McDonalds.

Name Calling: comparing one product to another and saying it is weaker or inferior in quality or taste.

Glittering Generality: using words that glitter or sparkle such as “The candy bar tastes better, looks better and is less expensive.” Car companies do this a lot when comparing their vehicles to another company’s cars.

Testimonial: someone famous that people like and respect speaks for the product.

Bandwagon: the advertiser tries to make you feel like everyone else has the product and if you don’t have it too, you’ll be left out.

Repetition: they repeat an idea enough so that you think it must be true.

Flattery: they make you feel good for having the good sense to buy the product

Plain Folks: they say people “just like you” buy it

Authority: someone with authority tells you about the product

Snob Appeal: using this product means you’re using the “best” product

Hidden Fears: they scare you into buying the product

Facts and Figures: saying things such as 9 out of 10 people prefer…

Free and Bargain: using these words to attract you to buy the product

Urgency: making you feel like you need the product right away

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