Imagine you have to buy the following items. Which brands would you buy?
a) a pair of trainers b) a mobile phone c) some perfume d) a pair of jeans
What influences your decision in each case?
Embedded Files
One of the reasons why some products sell well is that the companies which produce them spend a lot of money on telling people about them. This is called ADVERTISING.
DISCUSS:
a) In which ways can companies advertise?
b) What are the most popular ways of advertising nowadays?
c) Where do you usually see or hear advertisements?
d) What is the difference between advertisements and commercials?
e) Are you easily influenced by advertising?
f) Can you remember an advertising that caught your attention?
Here are some ways of advertising.
Read the text about advertising strategies and match the headings with the appropriate number.
_____ A scientific approach _____ A catchy slogan _____ Famous persons' recommendations
_____ A story around the product _____ A free gift _____ Comparison
Advertisers want to design ads or commercials that will attract people's attention and make them buy a particular product. How do they do it?
1. Sometimes a famous person recommends a product. Maybe people will believe what famous persons are saying simply because they are successful.
2. Sometimes advertisers take a scientific approach. They show us a person in a white coat who is telling us about the product. An expert tells us why it is good for us.
3. The advertiser compares a product with similar ones on the market. Their product is usually better, faster, tastier or more comfortable.
4. A commercial repeats a catchy slogan several times. Good music makes it even easier to remember.
5. Advertisers create a story in which a product has an important role. The story is interesting, funny or has a surprising end.
6. By buying the product we get a free gift.
All these ads have the same message. "If you buy this product, your life will change for the better." Is this really so?
In Britain there is an organisation which checks that ads are truthful. If people think that an advertisement is wrong or offensive, they can complain to this organisation.
Find in the text the following expressions.
a) call someone's attention, or __________________ someone's attention
b) say that a product is good, or __________________ a product
c) they have a scientific way of looking at things, or they take a scientific __________________
d) a slogan that is easy to remember, or a __________________ slogan
e) a person who has a lot of special knowledge, or an e__________________
f) something you get without paying, or a __________________
g) honest, not lying, or __________________
h) something unpleasant that can hurt someone's feelings, or something __________________
i) say that something is not good, or __________________
Here are some effective commercials shown on TV in last 20 years. How do you feel after watching them? Does it make you buy the product?
Here is a fun activity with many famous catchy slogans from different companies and products! Try to match the slogan with its product!
MCDONALDS DISNEYLAND
PHILLIPS VOLKSWAGEN
NOKIA GILLETTE NIKE
KITKAT SPRITE MAYBELLINE
JAGUAR BURGER KING TWIX
L’OREAL SNICKERS AJAX
Brian (B) and Carol (C) are talking about commercials. Tick the points they mention and explain your opinion about the statements.
C: Oh, commercials, not again! It's really annoying. They just come in the middle of the most exciting part.
B: But, that's not so bad. You have enough time to go to the kitchen and get yourself a drink.
C: Yeah, the one you've just seen on TV.
B: Yes, exactly! Would you like some?
C: No, thank you. I'm fine. Besides they spend too much money on advertising.
B: Maybe you're right but a lot of commercials are really well made. They are fun to watch.
C: Oh, come on! They are all the same. Perfect people having fun.
B: No, I don't think so. They also have some nicely made animated films.
C: Yes, definitely, but companies know that you are already hooked, so they make commercials that very young children would like to watch.
B: Well, I see your point but I've never looked at it that way. I've always believed that commercials just tell us about new products.
C: Yes, but they also create a fantasy around the product and make us believe we'll be much happier if we buy it. So, we often buy things we don't need.
B: I'm not so sure about that. But I'm much happier now. I was so thirsty!
Ads tell us about new products.
People buy things they don't need.
Companies spend a lot of money on advertising.
Ads and commercials are fun to look at or watch.
People in ads are usually perfect.
Commercials very often come in the middle of an interesting film or sports match.
Some ads lie about the products.
Sometimes music or slogans are very catchy.
Group work
Think of a product and make your own TV ad and then record it.
a) Choose a product for your TV commercial
b) Create a name for your product
c) Invent a slogan for your product
d) Describe your product
What does your product do?
Why should people buy it?
What makes your product better than other ones?
Where can we find your product?
How much does your product cost?
Page updated
Google Sites
Report abuse