D) Find adjectives in the first two texts which mean the following

C) Work with a partner to discuss the following.

Exercise 3 a) Read three opinions about advertising.

(1) First of all, an advert has to be attention-grabbing and powerful. You need a strong image that is eye-catching, a catchy slogan, a joke or something shocking. In advertising we talk about the AIDA formula. A is for attention. I is for interest. D is for desire. A is for action. An ad needs to do more than get our attention. It also has to be effective and persuasive. It must get us interested, make us want the product and motivate us to go out and buy it.

Michael Hamilton, advertising executive

(2) Advertising has changed over the years. Adverts are no longer purely informative and focused on the product. Many of the adverts that we see today are short stories telling inspirational tales that are often witty, humorous and sophisticated. People do not want to remember that life can be dull. They want to see something original and creative. The adverts take away the ordinariness of everyday life and take us to somewhere exotic or romantic.

Miranda Hoyles, head of US advertising agency

(3) Many people talk about advertisements that are exciting and intriguing. But for me, an instantly recognizable logo is really important. Good logos have been built up so they are recognizable. Part of what makes a good advert is a clear symbol that people immediately identify with the company. A good slogan also helps you make a connection. ‘The real thing’ makes you think of Coca-Cola immediately. It’s also important that your slogan does not become irritating.

Christie Peterson, illustrator

b) Are these statements true or false?

1. Michael Hamilton says that adverts must attract attention and be persuasive. 2. He also states that an advert should encourage us to buy the product it is advertising. 3. Miranda Hoyles states that adverts nowadays are different from years ago. 4. Hoyles also says people like adverts that reflect everyday life. 5. Christie Peterson focuses on slogans and logos. 6. She says that excitement is more important than the image of the company.

1. Which opinion do you agree with the most? 2. Which opinion mentions an advert for a soft drink? 3. Which opinion(s) might these ideas for adverts illustrate? a) a fast car chase with lots of action; b) an advert with a clever use of a few words; c) an advert set on a beautiful island.

1. attracting your attention because it is easily remembered; 2. very noticeable; 3. amusing and enjoyable, easy to remember; 4. very bad, upsetting; 5. works well and produces the results you want; 6. able to make people do or believe something; 7. funny and clever; 8. not interesting or exciting; 9. imaginative, using completely new and different ideas; 10. unusual and exciting because it comes from a distant country.

Exercise 4 a) Read the text and entitle it.

Often advertising is considered a synonym of marketing communications because it is the most visible tool of the communications mix and one of the four major promotional tools. Here we shall have a closer look at advertising.

Advertising is non-personal mass communication using mass media (such as TV, radio, newspapers, magazines, billboards, etc.), the content of which is determined and paid for by a clearly identified sender (the company). Advertising informs consumers about the existence and benefits of products and services, it draws attention to the ‘unique selling points’, the USPs of products (these are the qualities that make a product different from competitors’ products), and attempts to persuade them to buy them.

There exist many different forms of advertising, such as direct mail, billboards, newspapers and magazines, radio, television, and the Internet.

What is the best form of advertising?

The best form of advertising is the kind that generates the most business income proportional to the amount of money that can be spent (word-of-mouth costing the least). To determine this, you must first ask yourself what you want to achieve through advertising. Is your objective to increase sales of a single product or service? Or is it to get consumers into your store or services you offer?

The best form of advertising is probably word-of-mouth advertising, which occurs when people tell their friends about the benefits of products or services that they have purchased. Yet virtually no providers of goods or services rely on this alone, but use paid advertising instead. Indeed, many organizations also use institutional or prestige advertising, which is designed to build up their reputation rather than to sell particular products.

The world of outdoor advertising involves billboards, transport and ‘street furniture’ (things like bus shelters and public toilets). It is one of the fastest - growing segments, having doubled its market share in recent years.

New forms of advertising are emerging and they are overtaking traditional media like television, newspapers, magazines, etc. because of a shift towards internet advertising. The World Wide Web is a relatively new media and it is a phenomenon. Companies are experimenting in new ways to reach customers.

In the recent past some companies have considered placing company slogans or corporate logos on rockets, satellites and even space stations. The effectiveness of subliminal advertising has not yet been scientifically researched.

Another form of advertising is social network advertising. This is a kind of online advertising on social networking sites like Facebook.

Traditional mass media can be used to create new forms of communication to escape from message clutter. One of these new types is the advertorial (advertisement + editorial). For instance, a television programme can take viewers into department stores to introduce them to the latest fashion and beauty trends. At a certain moment in time, the show directs the customers to certain brands, the marketers of which have sponsored the programme.

Another type of creative communication on television is the infomercial (information + commercial) or programme-length advertising. During an ‘informative programme’ a product is presented and demonstrated to the consumer, who is urged to order it by telephone. Infomercials are very behaviour-oriented and try to bridge the gap between not knowing the product and ordering it in half an hour’s time.

These days, advertisers have come up with new ways of promoting their products. For example, product placement is now common. This is advertising in books, TV programmes or films by having a character, preferably played by a famous actor, use a particular product. For example, Tom Cruise’s character in the movie, Minority Report, had a computer with the Nokia logo on it, and his watch was clearly made by Bulgari. James Bond movies are, in some respect, one long advert for vodka, watches and cars. Twenty companies will see their products in the new Bond film, having paid $70m (₤44m) for the privilege. 007 has changed his vodka brand and ditched his Rolex watch, and, after driving BMWs in his last three films, he is back behind the wheel of an Aston Martin.

TV commercials are a very effective medium for advertisers, though these are very expensive. If an organization wants to have a 30-second TV advert during the annual Super-bowl game in the United States, they have to pay about 2.5 million.

Perhaps the most interesting development is the use of famous personalities to endorse a product. The basketball player, Michael Jordan, endorsed Nike products and wore them while playing. David Beckham, the footballer, endorsed Police sunglasses.

Getting well-known personalities to endorse a product can be very expensive, but endorsements certainly increase a product’s sales, especially if the personality has a positive image in the eyes of the public.

b) Answer the following questions:

1. What is advertising? 2. What forms of advertising are mentioned in the text? 3. Explain the concept of USPs. 4. What is the best form of advertising? 5. Why has internet advertising overtaken its traditional forms in recent years? 6. How can the idea of product placement be used in books and films? 7. Name and give examples of three kinds of advertisements.

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