Warm up
Discuss what you think was wrong with the following advertising campaigns.
a. A hair products company advertised new styling tongs with the name Mist. They sold well all over the world but were not a success in Germany. Why not?
b. An electronics company produced a new vacuum cleaner and advertised it with the slogan, Nothing sucks like (name of product). The vacuum sold well in English-speaking countries but not in America. Why not?
c. A company selling nappies worldwide used the image of a stork delivering disposable nappies to expectant parents. The advert was a success in Europe and America but a failure in Japan. Why?
Reading
I. Read and translate the text. Discuss it with your partner.
Advertising Tips
Loaded words: words with strong associations such as home, family, dishonest and wasteful.
Buzzwords: words that are popular and vague like pure and natural.
Transference: associating a symbol with a product such as the Golden Arches and McDonalds.
Name Calling: comparing one product to another and saying it is weaker or inferior in quality or taste.
Glittering Generality: using words that glitter or sparkle such as The candy bar tastes better, looks better and is less expensive. Car companies do this a lot when comparing their vehicles to another companys cars.
Testimonial: someone famous that people like and respect speaks for the product.
Bandwagon: the advertiser tries to make you feel like everyone else has the product and if you dont have it too, youll be left out.
Repetition: they repeat an idea enough so that you think it must be true.
Flattery: they make you feel good for having the good sense to buy the product
Plain Folks: they say people just like you buy it
Authority: someone with authority tells you about the product
Snob Appeal: using this product means youre using the best product
Hidden Fears: they scare you into buying the product
Facts and Figures: saying things such as 9 out of 10 people prefer
Free and Bargain: using these words to attract you to buy the product
Urgency: making you feel like you need the product right away
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 Im 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. Thats why I use Lockdown on my own car.
________________ Look for the crown. Itll mean youre eating quality fast-food.
________________ Kids love these treats. Theyll 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 theyre delicious and eat them like nothing else theyve ever eaten.
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________________ All the cool kids in school will be wearing Hottie Jeans.
________________ Dont delay, you cant 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 childs teachers agree that Hooked on Phonics really worked!
________________ The succulent taste of our butter fried chicken will make your mouth water.
________________ You wont find prices this low again. Our cars are being sold at such low prices theyre practically free!
Lexical Exercises
