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Файл:The ABCs of Advertising. English for Advertising Students. Учебное пособие
.pdf
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The report is the world’s largest … of what consumers and businesses think of
brands. It says a brand name is … for any business to grow. “A strong brand
can help protect a business from risk, and position it for future …,” it says.
The authors believe a strong brand name is “the ultimate … on investment”.
Joanna Seddon, chief executive of Millward Brown, told reporters: “In the …
[economic] environment, brand has become even more important because it
can help to sustain companies in … times.” Her report says brand value has
grown, even through the recession: “The value of brands … strong…the total
… of the top 100 most valuable brands has increased to just under $2 trillion.”
growth
remains
key
current
value
study
return
tough
Vocabulary
1. Look at the picture and fill the gaps with the right words from the oval
in the middle.
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Reading
1. What do you know about digital branding?
2. Read the text and do the tasks below.
TEXT B
Digital branding
A brand without a digital presence is like a car without tires. It’s not going to
get anywhere fast. Though old-fashioned, “analog” branding hasn’t quite gone the
way of horse and buggy, businesses today need a diversified array of digital branding
tools to cement their real-world presence.
Digital branding is how you design and build your brand online through
websites, apps, social media, video and more. Digital branding consists of a
combination of digital marketing and internet branding to develop a brand online.
Why does a digital brand presence matter? Well, look up from that phone
you’re probably on… We’re all using our devices constantly. Most of us engage with
the larger world through the lens of the internet, which makes it essential for brands
to reach target customers and convert one-time users into long-term loyalists.
Digital branding enables any company to make its presence known anywhere —
even in the palm of your hand. After all, if my mom has an Vkontakte, why shouldn’t
my favorite shoe brand?
Unlike traditional ads, digital branding doesn’t talk at you; it seeks to engage
with you. It’s more about establishing an online identity and positive feelings, rather
than inspiring people to make a one-time purchase.
Successful digital branding makes customers feel like you’re speaking directly
to them, especially because you’re engaging on the same platforms they use to
interact with friends and family members. Be personal and meaningful: that’s how
you convert one-time customers into lifelong brand followers.
At its core, digital branding facilitates communication between a company and
its customers. This can be as simple as making it easy for customers to find
information about your company on your website, or helping them quickly get great
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customer service. Ultimately, a brand that isn’t searchable online practically doesn’t
exist in the contemporary consumer’s mind.
There are tertiary benefits to digital branding too, like the potential to “go
viral” or reach a mass audience in a short period of time at little to no cost.
Take Popeye’s now-infamous chicken
sandwich. In just days of releasing the sandwich, the
product received an estimated $23 million in free
online advertising simply because so many people —
reporters, newscasters, etc. — were sharing, posting,
and liking it.
Now the sandwich is sold-out at many restaurants, providing even more clout
and advertising for the product. This is the sort of exposure money can’t buy.
A robust digital presence makes customers feel personally involved with a
company or product. Well-crafted branding fosters relationships with users and
allows you to speak directly with consumers through day-to-day interactions on the
platforms they’re already using.
3. Try to speak on the aspects of a Questionnaire:
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UNIT 6. MASTERING PERSUASION IN ADVERTISING
Lead-in
Discuss the following questions:
1. How can companies make people
who don’t have a strong opinion about
them start to like their products?
2. Why is it important for a company
to use both facts and feelings when
trying to convince people?
Useful phrases:
In my opinion / to my mind, one way companies can make people like their
products is by ...
For example, companies could ...
Another thing they can do is ...
If people see that the product is ...
It's important because ...
When companies use facts, they can show that ...
People often make choices based on ...
For example, facts help people understand that ...
On the other hand, emotions help ...
Using both facts and feelings together can ...
Vocabulary
1. Find out in the dictionary the meaning of the following words, try to
remember them.
persuade; favorable; conserve; crystallize; hostile; rhetoric; argument;
emotional appeal; latent; neutralize; campaign; tactics; audience
2. Match the words with their definitions.
1) hostile
a) is the art of speaking or writing in a way that influences people’s thoughts
or actions
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2) persuade
b) means to keep something safe or in good condition, like keeping a positive
opinion the same
3) conserve
c) means to make someone believe or do something by giving reasons or
using good arguments
4) rhetoric
d) is when you try to make people feel strong emotions, like happiness or
fear, to convince them of something
5) argument
e) is the art of speaking or writing in a way that influences people’s thoughts
or actions
6) emotional appeal
f) is when you try to make people feel strong emotions, like happiness or
fear, to convince them of something
7) latent
g) is a reason or set of reasons used to explain why something is true or right
3. Fill in the blanks with the correct words from the table:
rhetoric, neutralize, favorable, argument, emotional appeal, hostile
1. … is important in PR because it helps to persuade people through speech
and writing.
2. The PR team presented a strong … to show why the company’s product is
the best.
3. To … negative comments online, the company responded quickly with clear
information.
4. The advertisement used … by showing happy families using the product.
5. Many customers have a … opinion of the brand because of its excellent
service.
6. The PR team worked hard to change the … reactions from the public after
the crisis.
Reading
1. Read this text and do the tasks below.
TEXT A
Managing opinions and shaping perceptions
Advertising is all about influencing how people think and feel about a brand,
product, or service. At its core, it’s about shaping perceptions. Advertisers aim to
create positive associations so that when people see a brand, they immediately
connect it with something appealing, trustworthy, or useful.
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When it comes to advertising, audiences don’t all think the same way. People’s
attitudes toward a brand usually fall into a few different groups. Some people already
have a positive opinion. They like the brand, trust it, and are more likely to respond
well to advertising. For this group, the goal of advertising is to reinforce that good
feeling. People react to brands in different ways. Some people already like a brand
and feel positive about it. For advertisers, this group is very valuable. These people
often trust the brand and are more likely to buy from it again. Because of this, ads for
them usually focus on keeping the connection strong. Brands share simple and clear
messages, tell relatable stories, and show happy customer experiences. This helps
people stay interested and loyal to the brand.
Other people may feel unsure or even negative about a brand. Maybe they had
a bad experience before, or maybe they think the brand is making promises it cannot
keep. For advertisers, this group can be difficult to reach. To change their opinion,
companies often try to be more open and honest in their ads. They might show real
customer reviews, explain how the product has improved, or give clear proof that the
product works. The goal is to slowly rebuild trust and reduce the negative feelings.
There is also a large group of people who simply do not have a clear opinion
yet. They may not know much about the brand, or they have never really paid
attention to it. For advertisers, this audience is very important because their opinion is
still forming. With creative campaigns, simple storytelling, and clear messages,
brands can shape how these people see them. A good advertisement can help these
viewers develop their first positive impression of the brand.
One of the most important tools in advertising is persuasion. Advertising is not
only about sharing information. It is also about presenting that information in a way
that connects with people. To do this, advertisers often use both logical and emotional
appeals.
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Logical appeals focus on facts and clear evidence. These ads talk about product
features, numbers, expert opinions, or demonstrations. For example, an advertisement
for a cleaning product might show how quickly it removes stains compared to other
products. This kind of message helps people feel confident that the product really works.
Emotional appeals focus more on feelings. Many successful advertisements try
to create emotions such as happiness, excitement, nostalgia, or even concern. A travel
advertisement might show families laughing and enjoying time together on vacation.
An eco-friendly brand might show how using their product helps protect nature and
the planet.
In many cases, the most effective advertising uses both logic and emotion
together. Facts help people understand the product, while emotions help them connect
with the brand. When these two elements work together, advertisements become
more memorable and more convincing.
By presenting useful information while also telling engaging stories,
advertisers can reach different types of audiences and make their message more
memorable.
Advertising campaigns themselves are carefully planned efforts that run across
multiple platforms. They can include social media ads, video commercials, online
banners, influencer collaborations, and promotional events. All of these elements
work together to communicate a consistent message and strengthen the brand’s image
over time.
In the end, effective advertising is about understanding how people think and
what influences their decisions. By recognizing different attitudes toward a brand and
using persuasive communication, advertisers can build stronger connections with
audiences and shape how a brand is perceived.
2. Read the text. Then, choose the correct answers.
1. What is the main purpose of advertising according to the text?
a) to entertain people
b) to influence how people think and feel about a brand
c) to explain how products are made
d) to criticize other companies
2. What do advertisers try to do with people who already have a positive
opinion of a brand?
a) ignore them
b) change their opinion
c) reinforce their positive feelings
d) convince them to buy other products
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3. Why can skeptical audiences be challenging for advertisers?
a) they do not watch advertisements
b) they already trust the brand
c) they may doubt the brand’s promises
d) they only buy expensive products
4. Why are people without a clear opinion important for advertisers?
a) they never buy products
b) their opinions are easy to influence
c) they dislike advertising
d) they work in marketing
5. Which of the following is an example of a logical appeal?
a) showing happy families using a product
b) using music to create emotion
c) showing statistics that prove a product works
d) telling a nostalgic story
6. What is the purpose of emotional appeals in advertising?
a) to provide scientific evidence
b) to connect with people’s feelings
c) to explain technical details
d) to reduce advertising costs
7. What usually makes an advertising campaign successful?
a) using only emotional appeals
b) using only facts and data
c) combining logical and emotional appeals
d) avoiding social media
3. Answer the following questions:
1. What is the main goal of advertising?
2. How do advertisers maintain loyalty among people who already like a
brand?
3. What strategies can advertisers use to reduce negative opinions?
4. Why are people without a strong opinion valuable for advertisers?
5. What is the difference between logical and emotional appeals?
6. Give one example of an emotional appeal in advertising.
7. What platforms can be used in advertising campaigns?
4. Make up an outline of the text and be prepared to give a brief summary of it.
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Listening
1. Listen to a conversation between a student and a publicist. Mark the
following statements as true (T) or false (F).
https://disk.yandex.ru/d/mtoVgmADW87BXQ
Statements:
1. Claire's job involves helping people communicate their message effectively.
2. Claire uses physical gestures to persuade people with different opinions.
3. Claire believes it is important to understand the audience's emotions.
4. Jessica is a publicist who helps people convey their message.
5. Claire advises using evidence to support arguments.
6. Claire suggests ignoring a hostile audience to avoid conflict.
7. Jessica finds Claire's advice on persuasion helpful.
Speaking
With a partner act out the roles below based on Task 2. Then, switch roles.
Student A: You are a student.
Talk to Student B about:
• his or her job as a publicist
• how he or she uses persuasion
Student B: You are a publicist
Talk to Student A about your job
Useful phrases:
As I mentioned ...
I’m learning about public relations
Let’s discuss ...
Reading
1. Read this text and do the tasks below
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TEXT B
Emotional Appeal in Advertising
Advertising is everywhere in our daily life. We see ads on TV, on social media,
on websites, and even on the street. Many companies use different techniques to
make people interested in their products. One of the most common techniques is
emotional appeal. Emotional appeal in advertising means trying to connect with
people’s feelings instead of only giving facts about the product.
Emotions play an important role in the way people make decisions. Many
times, people do not buy something only because it is useful or cheap. They buy it
because it makes them feel happy, safe, excited, or loved. Advertisers understand this
very well. That is why many ads focus on emotions.
A good example can be seen in Russian advertising. For instance, many
commercials from the Russian dairy brand Prostokvashino show warm family
situations in the countryside. The ads often include a friendly village atmosphere,
simple food, and family members spending time together. These scenes create
feelings of comfort, home, and tradition. The audience starts to connect these positive
emotions with the brand.
Another example is the famous New Year advertising campaign by Sberbank.
In several commercials, the company tells small emotional stories about family
members helping each other or people returning home for the holidays. These
advertisements focus on kindness, generosity, and the importance of being close to
loved ones. Instead of talking only about banking services, the ads try to make
viewers feel warmth and trust.
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