Monologue on Advertising 5

3331505/10001 Гричачина Алина Active Vocabulary: 28, Grammar Structures: 0, Linkers: 13. Total: 697 words.

In everyday life, we see a lot of different advertisements, in reality only some advertisements put goods and services on the map. People start give good word of mouth advertising. In my monologue, I will try to tell you what kind of advertising they are doing now.

First for all, what is advertising? Advertising is a means of communication with the users of a product or service. Advert has to attract people attention easily and be powerful. It’s need a strong not only imagine that is eye-catching, but also a catchy jingle and a joke or something shocking. An instantly recognizable logo is really important too. Part of what makes a good advert is clear symbol that people immediately identify with the company. A good slogan also helps you make a connection. It all must get us interested, make us want the product and motivate us to go out and buy it.

Good advert may be purely informative and focused on the product. However, many of the adverts that we see today are short stories telling inspirational tales that are often witty, humorous and sophisticated. As an illustration, the commercial for chocolate bar “Twix:, the man is very busy, but eating “Twix” help him escape from reality and relax. But some advert of goods can’t take away the ordinariness of everyday life, like stationery “Erich Krause”. Commercial for this company shows that successful people use their company's pens. Good adverts require a beautiful image and video, so images and videos can be modified.

In recent years, digitally manipulating images, or ‘photoshopping’, has become increasingly common, particularly in the advertising industry. It is now usual practice for the photo of celebrities and models to be digitally retouched and altered to make them look more physically ‘perfect’ than they really are. Photo manipulation has been used in advertisement for television commercials and magazines due to make their products or the person look better and more appealing than how they look in reality. Some tricks that are used with photo manipulation in various software programmes for advertising are such as fake grill marks with eye-liner, using white glue instead of milk, or using deodorant to make vegetables look glossy.

Photoshopping has caused a great deal of controversy over the years. Dr. McAneny made a selling point that altering models to such extremes promotes an unrealistic and distorted image in children and teenagers regarding body image. He also said that the practice of digitally altering the weight of models in photographs should be stopped. An expert on fashion, Amanda Fortini, certainly does not think so. She writes articles on fashion and popular culture for the New York Times and has come strongly in defense of photoshopping images. She argues that adult woman and man are well aware that images are retouched. We know what images are fake, and we should use our critical skills when viewing images also describe to children and teenagers the techniques advertisers use.

Advertising managers are becoming increasingly interested in children. Advertisers can reach their target in many ways. They can, for example, show an advert many times during school holidays, they can make TV commercial a little louder than the programmes. Most advertisements aimed at children are short, imaginative and often in form of animated cartoons. There are concerns about children are less critical than abults and do not usually realize that the advert has persuasive message, to encourage them or their parents to spend vast sums of money.

Government approaches to controlling advertising to children vary. Countries, such as Sweden and Netherlands, have strict legal controls. Nevertheless, some countries are much more relaxed than other about advertising to children, the European Union is unable at present to have a common approach to the problem. Also government impose controls on advertising in Internet.

Nowadays advertisements are selected and targeted to audiences by programmatic advertisement which often use cookies, to decide which ads to serve to a particular consumer. The aggregation of data is called behavioral targeting for the purpose of they can create a detailed profile of the user's interests to deliver even more targeted advertising.

To sum up, advertisement has become a part of all life, furthermore the main engine of business.