II.Reading Comprehension

I. Name some more examples of these techniques found in current advertisements.

II. Fill in the blank with the correct advertising technique.

________________ “I eat this cereal every morning and I’m an Olympic champion!”

________________ “Only the smartest consumer will buy this product.”

________________ “Your child may be unsafe without a Carsafe car seat.”

________________ “As a policeman, I see a lot of crime. That’s why I use Lockdown on my own car.”

________________ “Look for the crown. It’ll mean you’re eating quality fast-food.”

________________ “Kids love these treats. They’ll eat ‘em up every time. Schools are serving these as part of their lunch programs because all of the students really like the taste. My own kids think they’re delicious and eat them like nothing else they’ve ever eaten.”

________________ “All the cool kids in school will be wearing Hottie Jeans.”

________________ “Don’t delay, you can’t afford to be without this window cleaner. It will allow you to see the world you have been missing. Hurry, buy it today!”

________________ “90% of my child’s teachers agree that Hooked on Phonics really worked!”

________________ “The succulent taste of our butter fried chicken will make your mouth water.”

________________ “You won’t find prices this low again. Our cars are being sold at such low prices they’re practically free!”

Lexical Exercises

I. Give definitions to the following words.

Product / Brand name / Images / Copy / Slogan / Logo / Consumer / Target audience

II. Use the words above to complete the following paragraphs about advertising:

All adverts are designed to sell a ………….. The ……………. can be anything from trainers to holidays to cat food. The first step in advertising a …………… is to think of a ……… ………. which suggests positive ideas about the …………… itself.

The ………… ………….. should make people interested in the ………….., not put people off.

The advert itself should contain words, called…………. and pictures, called

…………… These should also help to interest the reader and make them want to buy the ………….. The advert will also usually contain a small sentence or phrase which reminds you of the product and often rhymes. This is called a ……………

The best ……………. are the ones that stick in your head.

Finally, the advert will often contain a small picture or……….. which stands for the ………………, such as the Nike tick. All of these parts of an advert should be appealing to the ……………., but the people the advertisers want to interest most are called the ………… ………..

III. Translate the text. Suggest your heading. Retell the text to your partner. Lesson 4 Ways of Advertising

Warm Up

Identify these ways of advertising. Classify them according to how much you think each of these advertising messages costs, going from the most expensive to the cheapest. What kind of advertising is the most effective? Why?

Reading

Read the text and answer the following questions:

1. What is the best kind of advertising?

2. Why do most companies use the advertising agencies?

3. When a company hires an advertising agency, what are the roles of both parties?

4. What is the media plan?

5. Why does advertising become ineffective after a certain point?