The language of advertising

Here are some methods used in persuasive advertising.

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, e.g. My yearnings exceed my earnings.

3. Emotional appeal. Advertising often appeals to basics such as mother, love, femininity, manliness.

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

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

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

7. Association of ideas. This is usually visual. Until it became illegal in Britain, cigarette advertising showed attractive, healthy people smoking in beautiful rural situations.

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

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

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

Exercise 5. Fill the blanks with the appropriate words.

1. We just ______________ five new contracts in China. a) landed; b) lost; c) listed.

2. We have to create a ______________ for a new deodorant. a) campaign; b) company; c) approach.

3. Someone once said that "all's ______________ in love and advertising." a) even; b) normal; c) fair.

4. It's hard to develop a campaign for a product that many people perceive _______. a) negative; b) negatively; c) bad.

5. The stakes are high. A lot is at ______________ ( a lot can be gained or lost). a) hand; b) sake; c) stake.

6. This campaign is ______________ on the concept of family. a) centered; b) concerned; c) called.

7. Our biggest creative ______________ is to associate the product characteristics with the spirit of Christmas. a) challenge; b) call;

c) check.

8. Advertising has to be consistent with the brand "______________" (the way the company/advertiser wants the brand to be seen/perceived). a) sight; b) visual; c) vision.

9. The agency got it ___________. That's not the direction we wanted to go with this. a) incorrect; b) all wrong; c) improper. 10. Very often in advertising, there's more to a message than meets____________.

a) your eye; b) the eye; c) an eye.

Exercise 6. Make up the sentences.

1. People / some / papers / in the / advertise / local.

2. Elections / there is one category / for candidates / in Presidential/ of advertising / the television commercials / which is totally / uncontrolled and flagrantly dishonest (David Ogilvy).

3. The caterpillar / but the butterfly / does all the work / the publicity / gets all (George Carlin).

4. The / at the moment / advertising / market / is / tough.

5. Criticise advertisements, / is the product of committees / committees can / much of / you see on television today / to create / them / but they should never / the messy advertising / be allowed (David Ogilvy).

6. That describe / to many advertising / what is probably the most common / the advertising game / these are the very real terms / used in television commercials. / occupational disease off / psychosomatic tension, and hyperacidity / are more than just medical words / chronic nervous dyspepsia / account executives (Harry Gasker)

7. To British practice / on the placing of advertising / minor changes / there are/ that will bring / also rules.