1 Do you work in Advertising? If so, describe your job. If not, what do you think are the good and bad points of working in the advertising industry?
2 What role do advertising agencies play in a successful advertising campaign?
3 Do you think smaller advertising agencies can compete with and be as successful as larger ones? Explain why/ why not.
B 
0.5 Some colleagues from an advertising agency, Media Design Advertising, are meeting with representatives of a prospective client, The Daily Sushine newspaper. Listen to the meeting and complete the missing information in the notes below. Which two pieces of information are not mentioned?
| Media Design Advertising Headquarters:______________ Date of meeting: 22 July, 2008 Place of meeting: _______________ Client: The Daily Sunshine Attendants: Name Position Target market: _____________ Marianne Reed managing director Possible ad types: _____________ Raffaella Livigstone _____________ Budget: _____________ Cecily Valley _____________ Next meeting:_____________ Dave Terry _____________ John McEwans _____________ Frances Lohan _____________ |
C 0.5 Listen again and circle the words/phrases that you hear.
| Selling your company | Expressing opinions and making comments |
| 1 Were a very long-standing/well-established company with many years of valuable experience. 2 Weve worked with lots of/many of the top names 3 we specialize in media/financial products. 4 weve won numerous/many awards for our innovative approach to advertising. 5 weve never had a dissatisfied client/customer. 6 Id like to begin /start by showing you a few of the campaigns weve produced in the past couple of years | 7 your work is of an extremely high quality/standard 8 you definitely live up to your good/excellent reputation. 9 . Those TV ads are really striking/impressive. 10 the graphics are incredibly good/effective. |
D 0.6 The managing director and general account manager of Media Design Advertising are at the follow-up meeting with the brand manager of The Daily Sunshine. Listen to the conversation. Do you think Media Design Advertising will be able to produce the campaign in time? Explain why/why not.
E 0.6 Listen again and complete the following sentences.
Reassuring your clients
1. well make sure you wont regret it.
2. I think that well __________ __________ __________ do it in the three to four months.
3. Realistically, I__________ ___________ four months.
4. we wont take __________ than ________.
5. Ill send an __________ tomorrow
6. well provide you with work of an extremely __________ __________, and make sure you get an __________ campaign.
7. youll have the opportunity to get your adverts trialled with test audiences __________ __________ __________ us.
Focus on reading
3.1 Read an extract from a radio programme and decide which two of these things are being discussed: a) advertising, b) politicians, c) supermarkets.
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Persuasion
I=interviewer E=expert
I: Welcome to Modern World. On the programme today, were talking to Jo Carlson about the power of persuasion. All around us, there are images on television, jingles on the radio, adverts in magazines, sound bites on the news, offers in the shops. Theyre all hard at work trying to make us believe something or persuading us to buy something. Fear not, however, Jo Carlson is here to reveal their secrets and show us how to resist all this persuasion! Hello, Jo.
E: Hello.
I: First, persuading people is big business, isnt it? I mean, supermarkets and politicians, advertisers and salespeople, they all take it very seriously, dont they?
E: Yes. They spend a lot of money on working out the best psychological tricks to guarantee that even the most cautious among us are open to manipulation.
I: Lets take supermarkets then. How do they make us buy things we dont necessarily want? What are some of their tricks?
E: Well, firstly, they try to relax us by playing music and by pumping the smell of freshly-baked bread into the store. Studies have shown that the smell makes people buy more.
I: I know Ive done that without even thinking about it
E: Exactly most of the time, we are completely unaware of whats happening. Its subconscious persuasion
I: And what about reward cards?
E: Ah yes! Well, from the supermarkets point of view, reward cards are a huge success story. As customers, we think were being rewarded for shopping at that particular supermarket. Whats really happening, however, is that the store is basically not only tempting us to shop there again, but also getting vital information about what were buying.
I: More information to help them work out how to persuade us to buy even more things
E: Thats right!
I: So, what about advertising industry? What secrets can you reveal about that? In what ways does it persuade us to buy particular products?
E: Well theres so much. And no matter how much we think we know about what the advertisers are doing they still tend to win! We still fall for the advert and end up buying the product.
I: Yes
E: Basically, there are two types of ads those that appeal to the thinking part of our brain and those that appeal to the emotional part.
I: So, for what type of products would they advertise by appealing to the thinking part of our brain?
E: Well, they are mostly used for things which have little emotional appeal, for example, cleaning products. They give us information bout the product and try to influence us that way. However, adverts which go for our emotions are usually much more successful. In using emotion, adverts exploit psychoanalytical theories about the subconscious. I mean, they know that images can reach our emotions at a level that we are not aware of and so are much more powerful in persuading us to do things.
I: So, what kinds of emotions are used?
E: Well, adverts for different brands of clothes often want to make us feel that we belong, for example by showing us how to buy the right clothes to fit in with our friends. And adverts for insurance play on our need to feel safe. For example they might show a family happily spending their insurance money buying new things when their house has been burgled. Self-esteem is an important one too. Many ads for luxury products like expensive cars, work on making us feel good about ourselves and the lifestyles that we could have.
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I: Celebrities are used a lot too, arent they?
E: Yes, thats very popular. Celebrities are often used as a quick way of getting the message across. Their success and familiarity makes them feel safe, interesting, cool, whatever We see our favourite pop star drinking a particular fizzy drink and were immediately persuaded to buy it!
Complete the notes.
| Persuasion 1. Where persuasion takes place: television 2. Large amounts of money spent on: ... Supermarkets 3. Two ways to relax customers: ... 4. Why reward cards are good for supermarkets: ... Advertising 5. Two types of advert: .. 6. Adverts for cleaning products: .. 7. Most powerful adverts: .. 8. Adverts for luxury cars: .. 9. Adverts which use famous people: .. |
3.3 Discuss the questions:
1. How much do you think you are influenced by advertising?
2. Can you describe an advert that you particularly like or that has stuck in your mind? Why do you like it or why do you think youve remembered it?
Language Focus
қ (Commercial Advertising)
қ ң ң ү ә ө ү. ә ү қ ү . Ә қ ө қ ң ү қ , ң ( қ ) - ғ .
қ ғ ә (ң, ө), қ (ұқ, қ), (, ) ә (ң қ,ү) ө қ ө.
қ ғ ә қ ә қ (A better deal than what) . ғғ ө (taste the sunshine in peaches), (Beanz Meanz Heinz) ә , ( ң қ) қ ү қ ә ө ұ (slogans) қ.
ң ң ұ ү (slogans) . Ұң қ ә ғ ғ ө , қ, ү ө . Өң қ құ ғ ұ қ ә. ө ққ ә ү: Drinka pinta milka day; Guinness is good for you; Safety First. ұқ , ө -ң құ : Make love, not war; When you need aspirin, drink Disprin. қғ ө ү: Terylene keeps its promises; Switch on the sunshine (Kelloggs cereal). ә қ: Youll wonder where the yellow went / When you brush your teeth with Pepsodent; Electrolux brings luxury to life. қ қ: Its finger-licking good (Kentucky Fried Chicken ); I bet (s)he drinks Carling Black Label.
ұ ң ә ү ғ қ ңғ ү . ө ү , ү ә (ң , қ ) қ қ. ң ө қ ә ғ ү ғ ғ : Ford / Merc exp a must. Excel sal / bnfts. (Ford / Mercury experience is a must. Excellent salary and benefits).
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Ә ұ:
ғ ң ң ө;
ң ө ө қ ң өң қ ө;
қ, , ққ, ү ө ;
ө қ, ұ ө қ;
өң ұғ ң;
ұң ө қ ғ ;
ұң ө қ қ ө;
ұ қ қ қ (ң ұқ ұғ қ) ә , өң, қ қ құ қ ү.
