Text 8 methods of advertising.

1.INFORMATION

If a product is often enough to show it and explain what it does. In that case ads have a center idea, suggested in the title/picture which is used to structure the writing. They are organized around an image or a key idea. Such words as “really new” “sensation” may be of help.

2. COMPARISON

A product is described as better than rival products. The advertising language makes use of comparative and superlative forms of adjectives.

Advertisers also like language that uses “limit” adjectives, that suggests their product is of especially high quality.

Ex. Our coffeemakers are of unique/ of unsurpassed design.

NOTE: the Advertising Standards Authority (ASA) controls advertising in Britain. There are 500 rules that give advertisers practical help on what they can or can not. Thus the ASA admits that words like “best” and “fine” have become so devalued that they can be used in advertising. For example, the best of the rest/best; simply the best, etc.

3. REPETITION

Key words/slogans or the name of the product are repeated many times so that to make you associate a particular product or service with its brand name. Sometimes the name of a product is put into a rhyme and sung repeatedly. It is called a “jingle”. That helps most people remember it easily.

4. SCIENTIFIC BACKING

Sometimes the ad shows a person in a white coat a doctor, a professor, a scientist),who tells you about the product and its benefits. More often the ad makes use of statistics, «scientific» words. There are references to how «natural» or «pure» the product is. For example. Health drink comprises 51 miracle ingredients. Our electric kettles are scientifically tested. New fitness program is developed by a group of international experts. Which words have a magic effect in Russian advertisements?

5. APPEALING TO THE EMOTIONS

Advertising appeals to people’s feelings and emotions, such as femininity/manliness, sexuality, mother-love/father-love. Another common device is to write about the thing you are selling as if it were a person, attributing to its feelings, character. Here are some commonly used phrases: treat yourself to…/allow yourself…/pamper yourself with…/spoil yourself…,etc.

6. PURE SNOB APPEAL

Ads show attractive people (friends, members of a family, etc.) using the product in some beautiful situations, having a wonderful time. This is especially suitable for the teenage market.

7. POPULAR PERSONALITY (endorsement).

A well-known person is invited to advertise a product (a singer, an actor, a famous sportsman).

Vocabulary:

Key – основной, ключевой

Rival – соперничать

Comparative – (грамм.) сравнительная степень

Superlative – (грамм.) превосходная степень

the Advertising Standards Authority (ASA) – Управление по рекламным нормам (частная организация, контролирует стандарты рекламных объявлений с целью урегулирования их правдивости, легальности и приличия)

devalue – обесценивать

particular – особенный, особый

benefit – выгода, польза

attribute - свойство, характерная черта

treat – лечить

allow – разрешать, позволять

pamper - баловать

spoil – портить, баловать

suitable - подходящий

Sum up the text. Write down eight or ten sentences.