640.business communication evaluating an advertising process

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МИНИСТЕРСТВО ОБРАЗОВАНИЯ И НАУКИ РФ

ФЕДЕРАЛЬНОЕ ГОСУДАРСТВЕННОЕ БЮДЖЕТНОЕ

ОБРАЗОВАТЕЛЬНОЕ УЧРЕЖДЕНИЕ ВЫСШЕГО

ПРОФЕССИОНАЛЬНОГО ОБРАЗОВАНИЯ

«ИРКУТСКИЙ ГОСУДАРСТВЕННЫЙ

ЛИНГВИСТИЧЕСКИЙ УНИВЕРСИТЕТ»

А.Н. Войткова, C.А. Фетисова

Business

Communication:

evaluating an

advertising process

Учебное пособие

ИРКУТСК

ИГЛУ

2013

Copyright ОАО «ЦКБ «БИБКОМ» & ООО «Aгентство Kнига-Cервис»

2

ББК 81.43.1 – 923

В 65

Печатается по решению редакционно-издательского совета Иркутского

государственного лингвистического университета

Рецензенты: канд. пед. наук, доцент кафедры рекламы и связей

с общественностью ФГБОУ ВПО «ИГЛУ»

Ю.С. Заграйская

канд. филол. наук, доцент кафедры русского языка,

литературы и языкознания ФГБОУ ВПО «ИГЛУ»

С.О.Коршунова

Войткова, А.Н., Фетисова С.А.

В 65 Business Communication: Evaluating an Advertising Process: учебное

пособие / авт.-сост. А.Н. Войткова, С.А. Фетисова, – Иркутск: ИГЛУ, 2013. –

83 c.

Пособие “Business Communication: Evaluating an Advertising Process” предназначено для

студентов 3-4 курсов направлений «Менеджмент», «Реклама и связи с общественностью»,

«Музееведение». Целью учебного пособия является формирование иноязычной

профессиональной дискурсивной компетенции посредством изучения лингвистических и

экстралингвистических особенностей рекламы. В пособии использованы аутентичные аудио,

видеоматериалы и тексты из разных источников, позволяющие объективно рассмотреть

феномен рекламы как источник профессионально-направленной и культурологической

информации.

ББК 81.43.1 – 923

© авт.-сост. Войткова А.Н., Фетисова

С.А. 2013

© Иркутский государственный

лингвистический университет, 2013


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Contents 3

1. The basics of advertising

1.1. What Is The Purpose Of Advertising?

1.2.1. Types of advertising

1.2.2. Surrogate Adverting

1.2.3. Public service Adverting

1.2.4. Guerrilla Adverting and Marketing

2. The contents of the ad

2.1. Parts of an ad

2.2.1 AIDA

2.2.2 What are the key persuasive techniques used in consumer

advertising?

2.2.3 How Design Works To Bring You Customers

Psychology of advertising

Analysing television commercials

2.3. What is logo?

What Makes a Logo Great?

The Characteristics of a Good Logo Design

What makes bad logos?

Types of logos

2.4. What makes Advertising slogans?

Types of sticky slogans

3. Language of advertising

Wording characteristics of English advertising texts

Syntax in English Advertising Texts

Common Rhetorical Devices in English Advertising Texts

4. Experience economy

5. National Peculiarities of advertising

Supplement 1

Steps how to evaluate an advertisement concept

Supplement 2

Linking words and phrases

Supplement 3

Business vocabulary ‘DO YOUR BEST!’

How to Evaluate an Advertisement

Supplement 4

Discussing a New Ad Campaign

Supplement 5

Vocabulary tests

References

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5

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Introduction


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“Advertising - A judicious mixture of flattery and threats.”

― Stephen Leacock Warm-up

a) Read & discuss the following text in class.

Why Is Advertising so Important to Business?

by Christina Hamlett, Demand Media

The best mousetrap won't catch any

customers if you don't advertise that it exists.

As far back as Ancient Egypt, advertising

has served a critical purpose in the business

world by enabling sellers to effectively

compete with one another for the attention of

buyers. Whether the goods and services your

company provides are a necessity, a luxury

or just a bit of whimsy, you can't rely on a

one-time announcement or word-of-mouth chatter to keep a steady stream of

customers. A strong commitment to advertising is as much an external call to action

as it is an internal reinforcement to your sales team. http://smallbusiness.chron.com/advertising-important-business-3606.html

b) Think of the question “Are you influenced by Advertising?”

and choose one of the answers.

1. I'm much influenced and base all of my purchases on advertisements I've seen.

2. Frequently I base my purchases on advertisements & commercials

3. Maybe a few times it's influenced me, but I mostly rely on word of mouth

4. No way! I don't trust ads, and I never make purchases based on ads I've seen!

c) Read

“Are you influenced by Advertising?”

When consumers make purchases, they most often are influenced

by something someone said to them much more than any

advertisement. Many people ask around about a product before

they purchase to see if their friends or family have purchased the

item, and to get their recommendations on who to buy it from.

Why don't people listen to advertising?

Because they don't trust advertising.


http://smallbusiness.chron.com/advertising-important-business-3606.html

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Why not? Advertisements are everywhere. They're constant. They promise one thing,

and deliver another. We've all become so numb to advertising; people for the most

part ignore it! The advertising world is changing, and new advertising methods are

becoming more effective, cost-efficient, and sometimes, free.

d) Vocabulary. Paraphrase the words in bold type. Use them in

sentences of your own.

Part 1

1.1. What's the purpose of

advertising?

Read three texts below &

summarize the ideas in a report.

(I)

What a silly headline. I mean everyone

knows that the purpose of advertising is to sell

stuff, right?

Well, not always. Sometimes it's to get

people to stop doing things (e.g. littering),

start doing things (e.g. voting), and keep

doing things (e.g. being proud and productive

associates).

In any and all events, the purpose of

advertising is to affect viewer and listener

behavior. The real question is, What's the best

way to go about it?

We're going to witness a subset of corporate America's answer to that question

during this Sunday's Super Bowl broadcast, when they display the results of their

collective brain power and combined investment of more than $200 million (the most

expensive real estate on TV).

For many of those advertisers, the viewer behavior desired will be transparent and

really quite simple:

1. Watch, enjoy, and remember the commercial;

2. Write about, talk about, tweet, and otherwise spread the commercial; and,

eventually

3. Consume their stuff.

Most commercials will probably be about nothing. There won't be a compelling

reason to consume their stuff weaved into the ads, since their stuff is pretty much the


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same stuff as their competitors' stuff; think beverages, salty snacks, and candy bars.

Their solution: Get you to like and remember their brands, so when you walk through

the store you'll (hopefully) reach out and grab a few.

Some advertisers will take a more subtle approach to the aforementioned

strategy by acting as corporate sponsors of various portions of the game; $500k coin

toss anyone? Others will employ a more experiential, sampling strategy; for example

the network (NBC) and various movie studios will broadcast clips and trailers to whet

viewers appetites for their upcoming shows.

Some, most notably automakers, will likely try to wow viewers with artsy

displays of their new products, while others will use celebrities, babies, and animals to

grab viewer's attention while casually highlighting their products' positive attributes

(dot coms readily come to mind).

http://www.acleareye.com/sandbox_wisdom/2012/01/whats-the-purpose-of-

advertising.html

(II)

It’s an oversimplification to say that the purpose of advertising is to sell a

product. This is certainly true but there are other applications, depending on who the

client or sponsor is. Political parties advertise, as do special interest groups, religious

organizations, government agencies, health care organizations and charities. The

function of some forms of advertising may be solely to inform, to raise awareness.

People can’t make informed choices if they’re not aware of the options available to

them. They can’t utilize resources that they don’t know exist. Public service

announcements, for example, are a form of advertising. Commercial advertising

works to inform as well; "branding” strategy in advertising attempts to create a

positive impression by associating particular qualities with a product. Carefully

calculated language and images are used to stress a product’s desirable qualities as a

means of influencing consumer choice; effective advertising persuades. Reiteration is

used as a means of promoting product recognition. Through repetition, a product

becomes established in the minds of the targeted audience. Most people need to hear

information more than once before they retain it, so reinforcing the message becomes

another reason to advertise. Emphasizing the strong points of a product or service

through advertising benefits a sponsor in another way; it creates a better appreciation

for the product, thus creating added value for the brand. Educating consumers through

advertising creates an easier selling climate for the sponsor because customers are

already familiar with the product. It’s easy to get tired of all the advertising, because

we’re so media-saturated every day. We already had television, radio, newspapers,

magazines, outdoor signage and direct mail. Now in addition we have websites and

text messaging. You have to filter some of it out just to function but it does serve a

purpose for both consumers and providers. It would be a very different, probably

narrower world without advertising.


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So, The advertising has following purposes:

To attract new buyers and try to expand customer base

To increase the sale of a particular product.

To compete in the market.

To create an organization's recognition among consumers (to create and

maintain a brand identity or brand image).

To promote subsidiary or products manufactured by the same company.

To bring into notice the changes, special offers or current developments of the

interest of the consumers (to communicate a change in the existing product line

to introduce a new product or service).

To carry out public relations and public service program.

To increase the buzz-value of the brand or the company.

(III)

Following are the main purposes

of Advertising.

Giving Information: The first and the

most important purpose of advertisement are

to inform the public about the availability of

new product, service or an idea that is being

sold in the market. This is aimed for creating

a demand for new product and the new

product has to be known to public.

To Persuade: Advertisement not only informs but also serves to influence the

public to buy the product or services. For example a company seeks to induce the

public to buy its particular brand of soap in preference to others.

To Remind: Advertisement also serves to remind consumers of existing

products, that the product may be needed in future and where to buy the product. It is

necessary for the advertiser to constantly draw the attention of consumer to his

product and away from other competitive brands, which may be heavily advertised.

http://www.blurtit.com/q863338.html

b) Discuss which text gives more reliable information.

c1) Watch the video file ‘Admongo – What is the purpose of the

ad’ on the youtube. What ides does it add to the ones

described above?

http://www.youtube.com/watch?v=fDYEmw7JVTo



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c2) Imagine you are a professional advertiser & you are

delivering a lecture on what the purpose of advertising is. Give

a 2-minute talk.

d) Your vocabulary bank. Think up exercises & fun activities to

practice using the following vocabulary units in their contexts

1. affect view’s behavior

2. transparent

3. consume the products

4. be /have a compelling

reason to consume the stuff

5. take a more subtle approach

6. will toss anyone / toss smb

7. to whet viewer’s appetite for

8. to wow viewers with artsy

display of the products

9. highlight the product positive

attributes

10. to stress the products

desirable qualities

11. carefully calculated

language & image

12. Influence consumer choice

13. Reiteration

14. Be targeted to

15. Be intended to do

16. celebrity

17. Be established in the minds

of the targeted audience

18. Reinforce the message

19. Emphasize the strong points

20. eventually

21. Be media-saturated every

day

22. Outdoor signage

d1) Restore the contexts where these words & phrases were

used. Can you make up another context with the vocabulary.

d2) Explain the meaning of the words & phrases & make the

other students guess the word.

d3) Make up a definition exercise

d4) Make up a row of words having one function & one

more word that is odd. Make the students in your group

find this odd word out.

d5) Make synonyms & antonyms rows of words.

D6) Think up sentences in Russian & get

other student to translate them

1.2. Different Types of Advertising Methods

Below are the types of advertising match the

headlines with the passages.


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Online Advertising Print Advertising Covert Advertising

Cell Phone & Mobile Advertising Broadcast Advertising

Outdoor Advertising

By Paul Suggett, About.com Guide

Image courtesy of Engin Erdogan

Advertising has evolved into a vastly complex form of communication, with

literally thousands of different ways for a business to get a message to the consumer.

It could be said that cave paintings in some way represented the first forms of

advertising, although the earliest recognized version of what we know as advertising

was done on papyrus by the Egyptians. And in Pompeii, the ruins suggest that

advertising was commonplace.

(1) ………………………………………………………………………

If an advertisement is printed on paper, be it newspapers, magazines,

newsletters, booklets, flyers, direct mail, or anything else that would be considered a

portable printed medium, then it comes under the banner of print advertising.

(2) ………………………………………………………………………

(Television, Radio and the Internet)

A mass-market form of communication

including television and radio, broadcast advertising

has, until recently, been the most dominant way to

reach a large number of consumers.

Television advertisements have been very

popular ever since they have been introduced. The cost

of television advertising often depends on the duration

of the advertisement, the time of broadcast (prime

time/peak time), and of course the popularity of the television channel on which the

advertisement is going to be broadcasted. The radio might have lost its charm owing

to the new age media however the radio remains to be the choice of small-scale

advertisers. The radio jingles have been very popular advertising media and have a

large impact on the audience, which is evident in the fact that many people still

remember and enjoy the popular radio jingles.

(3) ………………………………………………………………………

If you see an advertisement via the Internet (World Wide Web), then it is classified as

online advertising. In fact, there are ads on this very page, and most other websites


http://advertising.about.com/od/advertisingglossary/g/Print-Advertising.htm

http://advertising.about.com/od/insidetheindustry/a/What-Trends-In-Mobile-Advertising-Mean-For-The-Industry.htm

http://advertising.about.com/od/advertisingglossaryb/g/Broadcast-Advertising.htm

http://advertising.about.com/od/advertisingglossary/g/Outdoor-Advertising.htm

http://advertising.about.com/od/advertisingglossary/g/Online-Advertising-Aka-Digital-Definition-Of-The-Common-Forms-Of-Online-Ads.htm

http://advertising.about.com/bio/Paul-Suggett-84966.htm

http://www.flickr.com/photos/erdogan/3256722826/sizes/m/

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you visit, as they are the primary revenue driver for the Internet. Learn more about

this vital part of the Internet.

(4) ………………………………………………………………………

(Billboards, Kiosks, Tradeshows and Events)

Also known as out-of-home (OOH) advertising, this is a broad term that

describes any type of advertising that reaches the consumer when he or she is outside

of the home.

The most common examples of outdoor

advertising are billboards, kiosks, and also several

events and tradeshows organized by the company. The

billboard advertising is very popular however has to be

really terse and catchy in order to grab the attention of

the passers by. The kiosks not only provide an easy

outlet for the company products but also make for an

effective advertising tool to promote the company's

products. Organizing several events or sponsoring

them makes for an excellent advertising opportunity.

The company can organize trade fairs, or even exhibitions for advertising their

products. If not this, the company can organize several events that are closely

associated with their field. For instance a company that manufactures sports utilities

can sponsor a sports tournament to advertise its products.

(5) ……………………………………………………………………………..

Advertising in Movies (=Product

Placement Advertising)

Covert advertising is a unique kind of

advertising in which a product or a particular brand is

incorporated in some entertainment and media

channels like movies, television shows or even sports.

There is no commercial in the entertainment but the

brand or the product is subtly( or sometimes

evidently) showcased in the entertainment show.

Some of the famous examples for this sort of advertising have to be the appearance of

brand Nokia which is displayed on Tom Cruise's phone in the movie Minority Report,

or the use of Cadillac cars in the movie Matrix Reloaded.


http://advertising.about.com/od/advertisingglossary/g/Product-Placement-Advertising.htm

http://advertising.about.com/od/advertisingglossary/g/Product-Placement-Advertising.htm

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In a nutshell, product placement is the promotion of branded goods and services

within the context of a show or movie, rather than as an explicit

advertisement.

(6) ……………………………………………………….

A relatively new form of advertising, but one that's spreading

rapidly, uses cell phones, iPads, Kindles, Nooks, and other

portable electronic devices with Internet connectivity. Current

trends in mobile advertising involve major use of social media

such as Twitter and Facebook. http://advertising.about.com/od/advertisingprojects/a/Different-Types-Of-Advertising-

Methods.htm http://wiki.answers.com/Q/What_are_the_types_of_advertisements

b) Your vocabulary bank. Think up exercises & fun activities to


1. Terse

2. Catchy

3. Evolve into

4. Vastly complex form of

communication

5. Cave paintings

6. To get a message to the

consumer

7. Be commonplace

8. radio jingles

9. spread via word of

mouth & social

media

10. be solely for

commercial purpose

11. banner /flyer/

newsletter/booklet

12. invite the consumer

to participate or

interact

13. the time of broadcast (prime

time)

14. aka (also known as)

15. primary revenue driver

16. passer by

17. grab the attention of

18. organize trade fair

19. encourage the use of

20. in a nutshell

1.2.1. Surrogate Advertising - Advertising Indirectly.

Consult the dictionary & write of the definition of what

the word ‘surrogate’ mean?

Surrogate (adj.) –

……………………………………………………………………………….

……………………………………………………………………………….

……………………………………………………………………………….

Read the text below & try to understand what this kind of

ad is.


http://advertising.about.com/od/advertisingprojects/a/Different-Types-Of-Advertising-Methods.htm


http://wiki.answers.com/Q/What_are_the_types_of_advertisements

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Surrogate advertising is prominently seen in

cases where advertising a particular product

is banned by law. Advertisement for

products like cigarettes or alcohol which are

injurious to heath are prohibited by law in

several countries and hence these companies

have to come up with several other products

that might have the same brand name and

indirectly remind people of the cigarettes or

beer bottles of the same brand. Common

examples include Fosters and Kingfisher

beer brands, which are often seen to promote their brand with the help of surrogate

advertising.

'Get what I mean' advertising

What we see on the right is a print screen and copy-paste of a remarkable

Indian ad, which I am sure many of us wouldn't have missed on TV. Our dear friend,

Ajay Devgan, drives miles on a dusty highway to reach ‘Tony da Dhaba‘ and runs to

grab a soda (Seriously?). Later, mocked by a bunch of hooligans he enters a tug-of-

war and fools them by grabbing the soda by letting the rope go. Ajay Devgan holds

the soda in his hand with pride and says the magic words translated to English. “It

would be an awesome evening if three friends sit together. You, me and Bagpiper

(What follows is the longest pause in the history of 60 second advertisements) soda.”

This is an example of surrogate advertisement, where the advertisement contains a

product message or a brand inside it, which is essentially for another brand or product.

The most common reasons for this kind of advertisements, is that the company

is trying to work around a ban or a prohibition on mass media advertisements of the

product. Many nations have laws restricting alcohol and tobacco advertising, for

example, so companies use surrogate advertising to market their products. Techniques

used might include advertising another product with the same brand name, sponsoring

community events, issuing public service announcements, or sponsoring sports teams.

All of these activities technically do not violate the ban on direct advertising, but they

still get consumers familiar with the company's branding.

Generally, surrogate advertisements are used for products such as cigarettes,

alcoholic beverages and certain kind of pharmaceutical products

For example, a cigarette company might issue public service announcements

relating to a topic such as lung cancer, using the company's logo or distinctive brand

colors in the ads so that people are exposed to the company's branding without seeing

an explicit ad for the company's product. The company would justify the

advertisement by claiming that it's an example of social responsibility.


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Further delving into the purpose of such advertisements gives us certain

concrete findings. A report released by the United States department of health and

services eventually concludes that, there is no basis to believe that surrogate

advertising of alcoholic beverages significantly affects consumption, let alone the

abuse of it. So, if such surrogate advertisements don’t drive the non-drinkers into

drinking, then what is the point of it? The answer is fairly simple. It is done to

increase the market share. It serves as a reminder to the consumer to consume the

product which has managed to break barriers and be visible, when, next time around,

she/he is making the buying decision.

Surrogate advertising may also be used when companies want to cultivate an

image of social responsibility. For example, many health advocates have criticized

advertisements for sweet treats aired during children's cartoons. A company might

pull outright advertising during these time slots and instead air a series of public

service announcements about eating a balanced diet, with the announcements bearing

the company's branding.

How are they doing it?

Over the years, many companies have tried various ways to establish their

brand and advertise their products through the surrogate advertising route.

McDowell’s has extended its brand to include bottled water and soda, Seagram’s and

Bacardi have aced the cassettes and Cds way of doing it and Royal challenge

extensively sponsors golf tournaments. Kingfisher campaign of 'be a true kingfisher

fan', actively promotes bottled water.

Kingfisher has done all the above along with venturing into the airline industry

with the same logo (which now, however, is a full-fledged brand extension) and

calendars. The baggage tags, back of the boarding pass and also the exit doors of the

kingfisher flights have extensive advertisements of the Whyte and Mackay music cds.

Diageo has promoted club culture by opening exclusive Diageo clubs in many parts of

the world and now in India.They have also sponsored fashion and music.

The tobacco companies, such as Wills (now ITC) have extended into the Wills

lifestyle store, Marlboro have been associated with Formula1 for quite a long time.

Rugby has seen the ‘Silk cut challenge cup'. Some companies have even

manufactured sweet, candy cigarettes by the same name (Joe camel advertisements).

However, the Indian information and broadcasting ministry under Mrs. Soni has been

fiercely pushing for the ban on surrogate advertisements to make it even more rigid.

This has prompted Godfrey Phillips India to change the name of Red and white

Bravery awards to Godfrey Phillips national bravery awards.

There is a thin line between brand extension (Kingfisher airlines and Wills

lifestyle brand) and surrogate advertising routes .How well inside the limits the

companies can stay depends on their creativity and will be something to watch out for

in the future.


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http://www.wisegeek.com/what-is-surrogate-advertising.htm

http://p10kabhijita.hubpages.com/hub/SURROGATE-ADVERTISING-Get-what-I-

mean-Advertising

b) Your vocabulary bank. Write out the active vocabulary out

of the text & learn them in their context.

1. 2. 3

Think up exercises & fun activities to practice using the

following vocabulary units in their contexts

1.2.2. Public Service Advertising

a) Read the article & underline the

purpose of this kind of advertising.

Unlike traditional commercials, Public Service

Advertisements (PSA) are primarily designed to

inform and educate rather than sell a product or

service.

Public service advertising is a technique that makes

use of advertising as an effective communication

medium to convey socially relevant message about important matters and social

welfare causes like AIDS, energy conservation, political integrity, deforestation,

illiteracy, poverty and so on. David Oglivy who is considered to be one of the

pioneers of advertising and marketing concepts had reportedly encouraged the use of

advertising field for a social cause. Oglivy once said, "Advertising justifies its

existence when used in the public interest - it is much too powerful tool to use solely


http://advertising.about.com/od/advertisingglossary/g/Public-Service-Advertising-A-Complete-Definition-Of-Public-Service-Advertising.htm

15

for commercial purposes". Today public service advertising has been increasingly

used in a non-commercial fashion in several countries across the world in order to

promote various social causes. In USA, the radio and television stations are granted

on the basis of a fixed amount of Public service advertisements aired by the channel.

b) Your vocabulary bank.

1. justify its existence

2. be used in the public interest

3. powerful tool

4. to use solely for commercial

purposes

5. increasingly u

6. be used in a non-

commercial fashion

7. promote various social

causes

8. on the basis of

9. a fixed amount of

10. Unlike

11. Commercials

12. Be primarily

designed

13. to inform and

educate

14. rather than

15. be considered to be

16. a pioneers of

advertising

17. reportedly

18. be granted

19. convey socially relevant

message

20. important matters

21. social welfare

22. causes

23. AIDS

24. energy conservation,

25. political integrity

26. deforestation

27. illiteracy

28. encourage

29. poverty

c) Bring in a PSA commercials & discuss the ideas they

convey.

1.2.4. Guerrilla Advertising and marketing

Also known as ambient media, guerrilla advertising (or marketing) has become

prominent over the last 20 years. It is a broadly used term for anything

unconventional, and usually invites the consumer to participate or interact with the

piece in some way. Location is important, as is timing. The driving forces behind

guerrilla advertising or marketing are creative ideas and innovation, not a large

budget. Quite often, you will ask for forgiveness rather than permission with these

campaigns, and they will spread via word of mouth and social media.

*guerrilla - a member of a small independent group taking part in irregular

fighting, typically against larger regular forces

What do you think this term might be about?


16

a) Read over the types of

promotion below. What

does each one involve?

Discuss your answers with

a partner.

Advertising PR (public

relations) shop demo Personal

selling Telemarketing Product

placement Viral advertising

b) Guerrilla marketing is another form of promotion. What do you

think it involves. Think, then listen to the article & compare your

ideas.

c) Listen to the article again. Then write the name of the

company next to each sentence.

They set up a water vending machine with contaminated water.

They dropped strips of pink paper from

They paid the town of Halfway to rename itself.

They stuck coins on the ground.

They gave tents to homeless people.

Discuss:

Have there been any examples of guerrilla marketing in the news lately? What

happened?

Can you think of any more examples of guerrilla marketing? What happened?

How effective do you think guerrilla marketing is?

e) Your vocabulary bank. Read the article & find the words &

phrases for the following definitions:


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………………

………………

………………

………………

………………

………………

………………

………………

………………

………………

………………

………………

………………

………………

………………

………………

………………

………………

………………

1. to get people very interested in something so that everyone is

talking about it

2. an action designed to attract attention

3. a box or container with little presents inside

4. if something "floats down'" it falls from the sky and comes

down slowly and gently

5. a device that allows a person to jump from an aircraft and float

to the ground. It consists of a large piece of cloth attached to

your body with strings

6. if you "stick" A to B, you use glue or another substance to

attach A to B

7. a machine that gives you a ticket if you put money in it. The

ticket shows you how long you can park your car in a specific

parking zone

8. a round, metal cover for a hole in the street. The hole leads to

the sewage system (the underground water system)

9. a machine that sells bottles of water

10. to make people know about

11. a small, thin piece of paper

12. an amount of paper money

13. that you can take off /

14. to attract attention; to make people look at / notice

15. a profit

16. a well-known object or feature in a city / town / landscape

17. to create a design / image / picture by cutting and shaping a

hard material such as stone / wood / metal, etc.

18. a soft white limestone (calcium carbonate). Some teachers use a

piece of it to write on a blackboard

19. the side of a hill (a small mountain)


18

Guerrilla Marketing

The term "guerrilla marketing was invented by Jay Conrad

Levinson (1933) and is described in his book Guerrilla

Marketing.

What's the best way to promote a product?

Advertising? Personal selling? Shop demos?

Guerrilla marketing techniques are becoming

more and more popular But what do they consist

of?

The objective of guerrilla marketing is to

create a buzz, to get people talking about your

product, to get it in the news whilst spending as

little as possible - inexpensive, small-scale stunts

that attract massive amounts of attention. Here are

a few examples of guerrilla marketing.

In 2007, Swedish furniture giant IKEA

transformed bus stops in Manhattan into furnished "rooms", giving people a

comfortable place to sit while they waited to get home. Reports of the stunt appeared

in all the major newspapers.

In 2009, Libresse dropped more than 3,000 gift packs of tampons on Dutch

beaches. The packs floated down on pink parachutes. The event was reported

widely in the press.

Loctite stuck coins on the ground to demonstrate the effectiveness of their

Super Glue 3 brand. The coins had stickers on them advertising the product.

Lee Jeans covered parking meters and manhole covers in Paris with jeans to

promote the opening of a new store. With so much denim around the city, the launch

was a major success.

UNICEF set up a water vending machine filled with bottles of

"contaminated" water to raise awareness of the lack of clean water in many

countries."Diseases"on offer included malaria, cholera and typhoid.

Italian newspaper La Gazzetta Dello Sport dropped millions of strips of pink paper

from the top of a building in Milan to promote the newspaper. which is printed on

pink paper.

As part of a Carlsberg campaign, Ј10 and Ј20 notes were left around London.

Each note had a removable sticker attached to it which read, "Carlsberg don't do

litter. But if they did, it'd probably be the best litter in the world". The campaign


19

created massive media interest. and thousands of Londoners desperate to pick up the

"litter"

Medecins du Monde distributed hundreds of tents to homeless Parisians

sleeping along the Quai d'Austerlitz and Canal Saint- Martin. All the tents had the

Medicins du Monde logo on, and drew attention to the number of destitute people

in the area.

In 1999, the town of Halfway (Oregon) was paid $100,000 to rename itself

Half.com for a year. Within two weeks, news of the name change had appeared on

the Today show, the Wall Street Journal and The New York Times. Three weeks

later, Half.com was bought by eBay for $313 million - one of the biggest advertising

returns ever.

In order to promote the release of The Simpsons Movie, a giant, 60-metre

Homer Simpson was painted right next to one of the UK's most famous landmarks:

the Cerne Abbas giant, which is carved into a chalk hillside in Dorset. News of the

event was published in all the major newspapers.

Watch out for some guerrilla marketing in a town or city near you!

On Youtube watch the video that illustrate the ideas of guerrilla

marketing. Discuss the concept of making up a stunt like this.

Taken from ’Hot English magazine’

www.hotenglishgroup.com

2. Linguo-cultural corner.

a) In the text above in the last passage the Cerne Abbas Giant

was mentioned.

Do you know what that is?

Read the text & find out

The Cerne Abbas Giant

The Cerne Abbas Giant or the 'Rude Man' is one

of the largest hillfigures in Britain, he (the figure's

gender is beyond doubt) is one of two representations

of the human form, the other being the Long Man of

Wilmington in East Sussex. The giant, carved in solid

lines from the chalk bedrock measures in at 180 feet

high, and carries a huge knobbled club, which

measures 120 feet in length.


20

(Cerne Abbas Illustration: by Daniel Parkinson)

The first written record of the giant appears in 1751 in a letter by Dorset

historian John Hutchins, he suggested that the figure was cut in the mid 1600's.

Another slightly later reference to the figure can be found in the Gentleman's

magazine of 1764, where the figure is described and depicted with a navel, that has

long since disappeared. The lack of earlier references is frustrating but does not mean

that the figure dates to the 17th century, and its style and proximity to an Iron Age

earthwork suggests a much earlier origin.

There are numerous theories as to when and why the giant was created, one of

the more popular is that he is the Greek-Roman god Hercules, who is often

represented with a club and an animal fur. It has been suggested that the figure was

once depicted carrying and animal fur in his left hand. It is possible that worship of

Hercules arrived in the early part of the Roman invasion, which was then became

amalgamated with a god of a local Celtic tribe. The theory given the most weight by

historians is that it was created during the reign of the Emperor Commodus between

180 - 193 AD, he believed himself to be a reincarnation of Hercules and allowed the

cult to revive.

Other stories suggest that the monks at the nearby monastery cut the giant as a

joke on an Abbott called Thomas Corton, who was expelled from the area for

malpractice. This is unlikely but its close proximity to a ecclesiastical house is

strange, how could such an obviously pagan symbol have survived for so long?

especially through puritanical times and the reformation. It may be that the religious

buildings were built close to the giant as a form of amalgamation of the pagan site.

This was common practice, and many churches are built on, or near to, sites that were

once Pagan religious centres.

Cerne Abbas GiantFolklore

According to one tradition, recorded

from a farm labourer in the Gentleman's

Magazine, the figure is the representation of a

Danish giant who had led an invasion of

England from the coast. He had fallen asleep

on the side of the hill, and the local villagers

had taken advantage of his slumber and cut off

his head. They had then drawn around his

prone body in the manner of a gigantic police

chalk line, to show where he met his doom. However, the chalk figure sometimes rose

from the dead on dark nights, to quench his thirst in the local stream, a habit also

common to certain standing stones.

The giant's obvious sexuality and virility was put to use in fertility folk magic.

Local women who wanted to conceive would spend a night alone on the hillside -


21

most productively within the confines of his giant phallus, and young couples would

make love on the giant to ensure conception.

Sleeping on the giant was also thought to be a good way to ensure a future

wedding for unmarried women. Just above the giant's head is a small Iron Age

earthwork which encloses a roughly square piece of land, this is known as the 'Frying

Pan' or the 'Trendle' and it was within this enclosure that the Mayday Maypole was

erected during the festival celebrations. Like many traditional village Maypole

ceremonies this practice died out in the 19th century.

http://www.mysteriousbritain.co.uk/england/dorset/featured-sites/the-cerne-abbas-

giant.html

3. a) Listen to the dialogue “A Publicity Stunt” & fill in the

gaps. Act this dialogue out.

Hank: What’s that for?

Svetlana: This costume? I’m planning a publicity stunt to get our store more

business.

Hank: You think that dressing up as a giant banana will get our store more business?

Svetlana: We need to get media coverage for the grand opening of our store and

attract as much attention as possible. I’ll be on hand to give sound bites and

organize photo ops.

Hank: How does a giant banana tie into our store?

Svetlana: It doesn’t directly, but trust me, it’ll get noticed.

Hank: I was thinking of a traditional marketing campaign, more along the lines of

holding a contest or a giveaway. And I don’t see how a giant banana is going to get

media attention.

Svetlana: The person in the giant banana costume will skydive into the parking lot of

the store.

Hank: What idiot have you convinced to do that?

Svetlana: Well, that’s actually why I’m here... Script by Dr. Lucy Tse

b) Discuss

Do you agree with the promotional idea of grand opening

of the store?

Do you think the ideas like that will help the museums to

promote their events?

Are there any differences of promoting products or events

by profit & non-profit organization?


22

4. Project Work. Surf the net & find

out what are the ways to promote

events the museums use.

Are there any guerrilla

marketing examples in

museum advertising

campaigns?

5. Your vocabulary bank. Think up exercises & fun activities to

practice using the following vocabulary units in their contexts.

Fill in the table below with the words from this part

d1) Restore the contexts where these words & phrases were

used. Can you make up another context with the vocabulary.

d2) Explain the meaning of the words & phrases & make the

other students guess the word.

d3) Make up a definition exercise

d4) Make up a row of words having one function & one

more word that is odd. Make the students in your group

find this odd word out.

d5) Make synonyms & antonyms rows of the

words.


23

D6) Think up sentences in Russian & get other student to

translate

d7) Make up a presentation “Different types of advertising”

Part 2

2. The contents of the ad

2.1. Parts of an Ad

How many of these elements does

your ad design have?

By Jacci Howard Bear, About.com Guide

Ads come in all shapes and sizes but they

have a common goal -- to sell a product, a

service, a brand. Text, visuals, or a

combination of the two are the main

elements of any print ad.

1. Artwork. Photographs, drawings, and graphic embellishments are a key visual

element of many types of ads. Some ads may have only a single visual while others

might have several pictures. Even text-only ads might have some graphics in the

form of decorative bullets or borders. When included with visuals the caption is one of

the first things most readers look at after the visual. It's not in all ads but it is an

option that gives the advertiser one more chance to grab the reader.

2. Titles. The main headline may be the strongest element of

the ad or it may be secondary to a strong visual.

Some ads may have subheads and other title

elements as well. Just making it larger isn't

enough, headlines should be well-written to get the

readers' attention.Great headlines capture and

engage the reader's attention.Within any printed

medium, such as a newspaper or magazine, people will read, or at best "skim" the

headlines of articles, but with advertisements, readers often skip right past the ad

entirely. Once a person recognizes the space as being that of an advertisement, their

eyes dart elsewhere without even giving the ad a chance. By simply redesigning an

advertisement to appear as editorial content (with a headline and newsworthy

copy), the odds of your headline getting noticed and thus read will increase some


http://desktoppub.about.com/bio/Jacci-Howard-Bear-712.htm

http://desktoppub.about.com/od/layout/qt/artwork.htm

http://desktoppub.about.com/cs/graphicsuse/a/frames.htm

http://desktoppub.about.com/cs/pagelayout/g/caption.htm

http://desktoppub.about.com/od/layout/qt/titles.htm

http://desktoppub.about.com/cs/techwriting/a/headlines.htm

24

50%. An effective headline doesn't just pique your reader's curiosity. It hooks

them. They are drawn into the ad, compelled to read more.Be One in a Million, Not

One of a Million

3. Body.The copy is the main text of the ad. Some ads may take a minimalist

approach, a line or two or a single paragraph. Other ads may be quite text-heavy

with paragraphs of information, possibly arranged in columns newspaper style.

While the words are the most important part of the copy, visual elements such as

indentation, pull-quotes, bullet lists, and creative kerning and tracking * (read below) can

help to organize and emphasize the message of the body of the ad.

4. Contact The contact or signature of an ad may appear

anywhere in the ad although it is usually near the

bottom. It consists of one or more of:

Logo

Advertiser Name

Address

Phone Number

Map or Driving Directions

Web Site Address

Extras

Some print ads may have additional special

elements such as an attached business reply

envelope, tear-out portion with a coupon, tip sheet,

product sample. http://desktoppub.about.com/od/ads/a/ad_parts.htm

b) Analyse the ad aside on the basis of

the information above.

c) Your vocabulary bank. Think up

exercises & fun activities to

practice using the following

vocabulary units in their contexts

1. artwork

2. visuals

3. embellishment

4. be a key visual element

5. decorative bullets

6. bullet list

16. be secondary to

17. be well-written

18. capture smb’s attention

19. engage smb’s attention

20. within any printed medium

21. take a minimalist (subtle)

28. skim smth

29. at best

30. skip right past the ad

31. entirely

32. eyes dart somewhere

33. give the ad a chance


http://desktoppub.about.com/od/layout/qt/body.htm

http://desktoppub.about.com/cs/techwriting/a/copywriting.htm

http://desktoppub.about.com/od/glossary/g/Pull-Quote.htm

http://desktoppub.about.com/cs/typespacing/a/kerningtracking.htm

http://desktoppub.about.com/od/ads/a/ad_parts.htm

25

7. borders

8. be included with

9. caption

10. option

11. the copy

12. signature

13. be near the bottom

14. headline

15. subhead

approach

22. be arranged in columns

23. attached business reply envelope

24. tea-out

25. coupon

26. tip sheet

27. product sample

34. pique reader’s curiosity

35. be drawn into the ad

36. be compelled to read more

37. indentation

38. pull-quote

39. organize the message

40. emphasize the message of the

body of the ad

41. be text-heavy (with)

Self-check

Analyse the print advertisements using the text “How many of

these elements does your ad design have?” as an outline. Use

the information about advertising techniques.


26

2.2.1 How to Write an Effective Advert

Posted by Alison Reeves on febrary 11, 2013

a) Listen to the AIDA sales model in

advertising

http://www.youtube.com/watch?v=dQADInp7-7Q and

put down all the elements; b) then listen to

Frank Borg lecture in the model

http://www.youtube.com/watch?v=kGgpjHmIZTY and

write down it.

b) Read the text; sum up all the information to explore the

print advertisement above for the AIDA concept.

AIDA explains

As the world of advertising becomes more and more competitive, advertising

becomes more and more sophisticated. Yet the basic principles behind advertising

copy remain – that it must attract attention and persuade someone to take action. And

this idea remains true simply because human nature doesn't really change. Sure, we

become increasingly discerning, but to persuade people to do something, you still

need to grab their attention, interest them in how your product or service can help

them.

AIDA is an acronym developed in 1898 by advertising pioneer E. St. Elmo Lewis

and used to describe a process that occurs when a consumer engages with an advert

before deciding to buy. AIDA stands for: Attention, Interest, Desire, Action.

Attention leads to – Interest in the product

Interest leads to – Desire for the offer

Desire leads to – Action to make a purchase

Attention

First get their attention. Without attention, you can hardly persuade them of

anything. You can get attention in many ways--a good way is to surprise them.

When you are talking to them, the first few seconds are essential as they will listen

most then and rapidly decide whether you are worth giving further attention. Don't

waste these precious moments on niceties, grab the other person's attention

immediately.


http://www.youtube.com/watch?v=dQADInp7-7Q

http://www.youtube.com/watch?v=kGgpjHmIZTY

27

It is generally better to open with something that pulls them towards you rather

than something that scares them (as this may push them away).

Good openers address their problems and begin with such as:

Have you ever...?

Are you noticing...?

Can you see...?

Bad openers give them something to object to, demonstrate your disrespect, or just

bore them to tears, and may begin with such as:

I've got just the thing you want...?

I just dropped by so that I might...?

I was only wondered whether you could...?

Interest. Once you have their attention, sustain that attention by getting the

other person interested.

You can get interest by:

Listening to them talk about their problems.

Telling them things that affect their problems.

Demonstrating things, rather than just telling.

Getting them actively involved.

Watch out for the boredom factor. You may be able to get someone interested, but

you cannot expect to keep their attention for ever. If you want to come back some

day, you should leave them wanting more, at least of your company.

Desire. Once they are interested in you and what you have to say, then next

step is to create a desire in them for what you want them to do.

They can recognize that they have a need, but this is not desire. Desire is a motivation

to act and leads towards the next stage.

Desire is like a fire, and can be stoked by many methods, such as:

Showing them how the item to be desired will not be available for long

(Scarcity principle).

Showing how other people approve of the item and have acquired it for

themselves.

Showing them how what you have to offer will solve some of their problems.

Action. This is the magic stage when they take action on their desires and

actually buy the product or agree to your proposals.

The scariest point is where you ask for the sale or ask them whether they actually do

agree fully with you.

Listen to the signals they are sending. Are they asking you about when you can

deliver or what after-sales support you give?

Summarize the problem you are solving for them and how what you are proposing

solves that problem.


28

Use the appropriate closing technique, such as alternatives ('Do you want the red or

the blue?) or presupposition ('What time shall we meet next week?').

And...

A variant on AIDA add a 'C' for Conviction. The ideas is that before you get to a final

purchase action, a cognitive state of understanding the value is needed that matches

the emotional state of desire. This sometimes appears before Desire (AICDA) and

sometimes after (AIDCA), perhaps showing two different approaches: one which

starts with getting a logical agreement and then moving to emotional desire, as

opposed to creating desire first and then reaching the state when the purchase also

makes logical sense.

The letter 'S' for satisfaction also gets added, indicating the fact that happy customers

will buy more (whilst unhappy customers will tell their friends!).

This is often true, but is not necessary in all cases, depending on the sales methods

(which can be highly emotion-based) the person (who may prefer emotional

assessment, and the context (for example selling clothes can be very emotionally

based).

http://writetowin.co.uk/wp/2013/02/11/how-to-write-an-effective-advert/

Your vocabulary bank. Think up exercises & fun activities to

practice using the following vocabulary units in their

contexts

1. solve some of their

problems.

2. presupposition 3. conviction 4. approach

5. be opposed to

6. purchase

7. satisfaction

8. indicate

9. be highly emotion-based

10. acquire

11. niceties

12. pull smb towards

13. push smb away).

14. address their problems

15. to object to

16. demonstrate your

disrespect

17. bore them to tears,

18. get smb actively involved

19. essential

20. competitive

21. sophisticated.

22. discerning,

23. acronym

24. engage with an advert

25. stand for

26. the boredom factor

27. be stoked by many

methods

28. approve of

29. precious

2.2.2 What are the key persuasive techniques used in

consumer advertising?

Testimonial- using words of an expert or famous person to persuade

Bandwagon- using social pressure to persuade people to purchase the product

because 'everyone else is doing it'.


29

Repetition- idea is repeated over and over, like in that "Head On" commercial

Transfer- using names or pictures of famous people but not direct quotes

Free or Bargain- a speaker suggests that the public can get something for

nothing or almost nothing

Glittering Generalities- in glowing terms and offering no evidence the speaker

or advertiser supports a candidate or a solution to social problems

Common Sense- trying to persuade using everyday sense of good or bad/right or

wrong

Emotional Words- words are used that make you feel strongly about an idea

Reasoning- luring the reader by listing or explaining reasons or an idea

Card Stacking- telling only one side of the story as if there were no opposing

view or other consideration

Exigency- creating the impression that action is required immediately or the

opportunity will be lost forever

Flag Waving- connecting a person, product, or course with undue patriotism

Innuendo- causing the audience to become wary or suspicious of the competition

by hinting that negative info may be kept secret

Name Calling- negative or derogatory words to create a distasteful association in

the mind of the audience

Plain Folks- using a person who represents the "typical" target of the ad to

communicate the message that we are alike, and I use/buy/believe this so you should

http://wiki.answers.com/Q/What_are_the_key_persuasive_techniques_used_in_consu

mer_advertising

b) Explain the other advertising techniques:

Anti bandwagon Reasoning Evoke emotions Demographic positioning

Snob appeal Scientific approach

c) Search for more advertising techniques and explain them.

d) Choose one (or more) advertisement to find the persuasive

techniques employed

2.2.3 The Elements Of Design

How Design Works To Bring You Customers

Our goal at Professional Advertising is to help you to become a stronger, faster,

smarter advertiser. We want you to know quality advertising design when [or if] your

graphic artist shows it to you.


30

Although we tell you about advertising design on this page, our goal is not to

teach you how to be a graphic artist. [And we assume that you want to focus on your

business anyway – not on becoming an advertising design expert.]

The advertising design information on this page should help you to understand

more about effective communication, and how your customers interpret your ads.

Advertising Design: Attention Is Always First

This one is simple. If people don’t notice your ad, your chance of success is

exactly zero. Your advertising design absolutely must get attention first.

Research indicates that 85% of ads don't get looked at, no matter how much

they cost to produce. You have to be seen if you want action. Just imagine losing 85%

of your customers because your ad doesn't stand out from the crowd. [Or think about

increasing the response to your ads by SIX times because they do get noticed].

Advertising Design: Imagery

Strong imagery is the best attention getter. A picture is truly worth 1,000 words

when it comes to getting attention. Ads that feature large visuals [60%-70% of the ad

is the photo] score the highest for stopping power.

But you need to make sure that you get the right kind of attention. A big,

beautiful, full color picture of a naked model will get you a lot of attention, but not the

kind you want. Don’t let a great picture dictate your advertising design. It is critical

for your imagery to match your message. Your pictures have to match your copy, and

together they must convey your intended message.

This is probably the most common mistake in advertising design. The pictures

don’t have much to do with the product or service, or they don’t convey the right

message. If the photo sells lust or humor, and you are selling security, the mental

contrast will confuse all but the most determined readers. People will pass you by

because the reason they were attracted to your ad [the picture] does not match what

you are selling. You have attracted the wrong attention with your advertising design.

Advertising Design: Contrast

If imagery is the first way to get attention with your advertising design, then

contrast is definitely the second way. Your ad must contrast with the other ads on the

page. That is why it is critical for designers to see the actual medium you will be

advertising in. If your ad just blends in with everything else on the page, you are

wasting your money. If your graphic designer doesn’t care where your ad appears –

fire them.

Even worse than blending in, your customers might mistake your ad for your

competitor's ad. You want your advertising design to give your company a unique

look that contrasts with the other ads around it.

Advertising Design: Be Different


31

If imagery is first, and contrast is second, then being different is the third way

to get attention with your advertising design.

People are attracted to unusual, new, funny, different things. You need to push

your advertising design as far away from your conservative side as your willpower

will let you. It may be hard, but do not listen to that little voice in your head telling

you to do a quite, calm, conservative ad. This is about results. Get a little crazy with

your advertising design.

If you live in North America, then you have seen the very best advertising in

the world. Americans are subject to the highest quality advertising ever created –

every day. Judge your own advertising design by the absolutely brutal competition

that you face. Your ads must come out on top. Professional Advertising is about

getting results, and being a little different is definitely part of the formula.

How Many Customers Do You Really Need?

This question may seem odd coming from us, but we are serious. This is about

maximizing your advertising dollar. Do you really need to reach everybody, or just

enough people to keep your business growing stronger every year?

At advertising design agencies, it is often said that the best work ends up on the

cutting room floor. Businesses often want their ads to be on the conservative side. Not

too loud, not too risky. Loud, attention-getting ads are cut. But there is a trade off

made with this decision.

Conservative ads don’t get attention. They are conservative. They will, in the

long run, make your business look highly professional and traditional. But the

conservative strategy of advertising design is about the most expensive path you can

choose.

Do you really need to be thought of as conservative? Even IBM now has dress-

down Fridays. Dell computer uses a loud teenage spokesperson. Merryl Lynch uses a

bull in a china shop. Maybe, [maybe], if you are a bank, a hospital, a non-profit, or a

funeral home, conservative advertising design is the way to go. But conservative ads

don’t get attention. And you need attention.

We are not endorsing risky advertising design here. At Professional Advertising

we actually like to play it on the safe side. But ask yourself, how many customers do I

need? If my loud-happy-funny-sexy-strange-bright-weird shaped-purple and pink ad

gets the attention of half of the people out there, maybe that’s all I need. If you leave

some of the conservative people behind with your advertising design, that’s OK.

By getting attention with your advertising design, you will maximize your

advertising dollar. Conservative advertising is very, very expensive. Don’t go crazy,

and always keep your target market in mind, but stretch to get attention with your

advertising design. S-T-R-E-T-C-H to get ATTENTION!

Advertising Design: Using Photos And Illustrations


32

This one is also easy. Pay for the best, most appropriate photo or illustration

available. Buy it, own it, keep it, and use it forever. Maybe it costs $100, or even $300

dollars. It is absolutely worth it.

There is an endless supply of fantastic photos available to you. There is a

perfect photo out there for your business. Our databases have tens of millions of super

high quality photographs and illustrations. Find the right one that conveys your

message, and you are half way to a highly effective ad.

Alternatively, if you use a poor photo, you have just cut the effectiveness of

your advertising design in half. Remember, companies that cut corners on advertising

design production are wasting a huge percentage of their advertising budget. Pay for

high quality production up front, and use it forever. The cost of production is trivial in

comparison to the cost of the media. Don’t waste your money by skimping on good

advertising design.

And of course there is a question of photo reproduction quality in the media

you choose. Every newspaper is printed on a different type of press. Every press is

different, and every printer is different. It’s your designer's job to know how to get the

best quality photo reproduction from the specific press that is being used. You don’t

want your photos to look like mud in the newspaper.

Advertising Design: The Psychology Of Color In Advertising

Understanding how your customers interpret color in your advertising can be

very important. First, different cultures interpret colors in different ways. Yellow

represents jealousy in France, sadness in Greece, happiness in the United States, and

is sacred in China. The moral, of course, is know your target audience.

Red is for excitement in advertising design. It is commonly used for automobile and

food advertising. Red is passion and sex, danger, velocity, and power. Yellow is a

great attention grabber in advertising design. It is sunshine, warmth, and happiness. It

is the first color your eye processes. Blue represents reliability, trust, security, and

technology. This is why businesses often use blue, green, teal, or gray in their

advertising. Blue is also coolness and belonging. Black represents sophistication and

strength. It is elegant and seductive. For the right product, black is a great color.

Green is a cool, fresh color. It is nature and spring. Purple is royalty. It is dignified

and refined. Pink is soft and feminine. It is security and sweetness. White (white) is

for cleanliness and purity in advertising design. It is youthful. But that doesn’t mean it

is for young people. Young people [teen and tween] prefer more trendy colors, like

mauve and teal.

There is also white space to consider in advertising design. Without white

space, you can’t read the text. Photos lose their impact, and the ad loses balance.

White space may be the most important component of your advertising design.

Gold is expensive and high class. Orange is playful. It is autumn leaves,

warmth and vibrancy. Silver is prestigious. It represents cold and science.


33

Don’t forget that every season has its’ own colors, and fashion changes [every

few minutes]. If you are trying to be trendy with your advertising design, then you

have to keep up with the trends.

Is all of this important? Everything in advertising design is important.

When color is used correctly, it adds impact and clarity to your message. When

color is used incorrectly, it can compromise your message and confuse your target

audience.

Color can draw attention, lead the eye, and add emphasis. It can be used to

show continuation and relatedness, or it can differentiate. Color certainly generates

emotions and associations. Color has meaning for people, and you need to make sure

that your colors say the right thing to your customers. Don't let poor advertising

design destroy your marketing campaign.

Here’s a quick example. In finance, the color red means loss. In engineering, it

means hot or danger. In the medical field, it means danger or emergency or health.

You want to make sure that you don’t send the wrong message by using the wrong

color. A high quality graphic designer will know the difference.

http://www.myprofessionaladvertising.com/The%20Elements%20of%20Design.htm

Analysing television commercials

a) Watch the advertisement at

http://www.youtube.com/watch?v=MxSd7vTr5GA

b) and read the analysis.

Audi's "Vampire Party" ad aired during Super Bowl XLVI

The story line of the commercial presents a guy (a vampire) driving by Audi to

the vampire party with a big portion of blood where everybody’s waiting for him. But

their idyll is accidentally spoiled when he arrives there. All the vampires burn away

with the LED headlights of an Audi S7. And when he gets out of the car he blazes up too.

The events in the commercial affect the way the viewer’s feel. The voices,

facial expressions, body language carry a certain message to the viewer. The ad is

aimed to be funny, not even scary because of killing vampires. The actions remind first

of all of “The Twilight Saga” and create some movie atmosphere that attracts viewers’

interest at once. So the actors that resemble the Twilight actors have been chosen for

the ad to appeal to the viewer. In fact, there is no doubt that looking at the vampire

guys all girls obsessed with “The Twilight Saga”, “True Blood” or “Vampire Diaries”

would be attracted to the ad. The first thing that grabs our attention is the main

character driving a cool car like all tough guys usually do in the listed above films. The


http://www.youtube.com/watch?v=MxSd7vTr5GA

http://www.youtube.com/watch?v=lw9ZeXB2uKs

34

second is that the vampire party takes place in the forest where vampires feel “forever

young and free”. The third is the choice of clothes, all the vampire girls and boys are

well-dressed, and they’re stylish to make the viewer feel sympathy for the vampire

fops. The age of the actors is between 18-25.

The lighting helps set the scene and create the relaxing mood. The color of the

video is in Twilight-style too. It uses dark, subdued colors. There is a good soundtrack

also – “Echo and the Bunnymen – The Killing Moon” with right lyrics. The soundtrack

allows grabbing attention of amateurs of indie and post-punk music including Twilight-

fans. This track is quite versatile and might be loved by everyone. Other most affective

sounds used in the commercial are the sounds of growing vampires’ teeth, the sounds

of bursting and climbing on trees vampires. They make the ad a fascinating mixture of

a horror movie and funny masterpiece.

Modern English is used in the advert. The language also contributes to creating

a free and easy mood as when watching the movie “The Twilight”. The funny theme of

killing vampires (in our case it’s the ruining of the vampire party) exploited in this

Audi ad tries to persuade us and promises "Daylight, now in headlight" used as a

slogan there. The super-bright headlights are compared to daylight as if they could kill

vampires. The slogan is easy to remember and it decodes selling point in a proper way.

This is a commercial of few words. But what they say grabs our attention since the

characters pronounce their cues with some intrigue that helps to create a film

atmosphere and makes the commercial’s plot interesting and exciting. The main cues

are: “There he is!”, said some of the vampires; “Party’s arrived”, said the guy. And

that’s all, except short vampires’ death agony.

Definitely the vampire story is mostly targeted at young people and it attracts

both males and females. Even using the hash tag #SoLongVampires like in Twitter

describes the commercial orientation of young people. The young audience

understands the characters’ actions for sure.

We can assume that the TV ad is successful since it combines all the facets to

satisfy the target audience (from the choice of the actors and the background to the

language and other sound components).

c) Develop the analysis focusing on the employed persuasive

techniques

d) Choose one TV commercial to analyse it following the

model and the outline below.

The following text is a guide to analysing television commercials


35

Looking at the narrative structure or the story line of the

commercial

What happens in the story of the commercial?

How might the actions and events affect the way the viewers feel or their actions?

Who is the story trying to attract - young? old? males? females? (this is called a

target audience)

Looking at the dialogue and the language

What do the characters say to one another?

What are they saying to the viewer?

How does what they say grab our attention?

How does what they say try to persuade us? What kind of language is used?

Look for alliteration, metaphor and simile.

What mood is the language trying to create?

Is it funny, scary, exaggerated?

Is one thing being compared to another?

Looking at the people ( the actors employed to perform the roles in a

commercial) animals and animated characters in commercials

Have the actors, animals etc. been chosen to be attractive in some way to the

viewer?

Who would be attracted to them?

How does the choice of actor and the way they appear, interest and grab the

attention of the viewers? Look at the clothes they wear, the age of the actor,

the setting in which the characters have been placed.

Is the viewer made to feel sympathy for and understand the characters

actions?

How do the characters use their voices, facial expression, body language to

carry a message to the viewer?

Looking at the use of lighting, color and music and sound

effects

How does the lighting help set the scene? create a mood?

How is music used to grab attention? create a mood?

Is there a jingle used in the commercial? A jingle is a simple tune that the

viewer will remember when they see the product.

How does the jingle link the product and the viewer? (e.g easy to

remember the product name?)

Who is it trying to attract? young? old? males? females?

What affect does the colour used have on the viewers?


36

What sounds are used and how do they affect the viewer? http://www.kidcyber.com.au/topics/advertising.htm

2.3. What is logo?

a) Read the text & explain the meaning of the words in bold.

The dictionary meaning of a logo is a symbol, sign, or emblem. Human beings

have used such symbols throughout time to convey a succinct message. In present

times, logos tend to be a stylized name & unique symbol, graphical in nature,

designed for easy recognition of an organization. It is a tool to build an identity for the

organization, as part of its trademark or brand, and to generate favorable thoughts

and feelings about the organization.

Logo is affixed, included, or printed on all advertising, building,

communications, literature, products, stationary, and vehicles. Logos should not be

confused with a brand, which identifies a product or family of products. Logos can be

also called logotype.

b) Your vocabulary bank. Think up exercises & fun activities to


1. to generate favorable

thoughts and feelings

2. be affixed

3. stationary

4. vehicle

5. a tool

6. to build an identity for the

organization

7. be confused with a brand,

8. family of products

9. trademark

10. throughout time

11. succinct message

12. In present times,

13. tend to be

14. a stylized name be designed

for easy recognition of

http://www.businessdictionary.com/definition/logo.html#ixzz2jM2j3E1Q

http://www.treefrog.ca/what-is-a-logo

What makes a logo great?

Logos define brands and they create corporate images because logos are what

sticks in people’s mind and creates associations. Think Coca-Cola, Nike, or

McDonald’s – what do you instantly picture in mind? Right, their logos. Great logos

will never allow their consumers forget about the brand – it’s what prompts them

choose one product over alternative: people tend to stick to something familiar,

something that brings up positive associations. http://www.hongkiat.com/blog/logo-design-gone-wrong/


http://www.kidcyber.com.au/topics/advertising.htm



http://www.hongkiat.com/blog/logo-design-gone-wrong/

37

Can you answer the question in the title?

Watch the video ‘What Makes a Good Logo’ on the

youtube. What are the three basic things important to

design a good logo?

(http://www.youtube.com/watch?v=XSdii7Yx8qU)

Read the text below & find out more criteria. You have to

match the title of the subheading (the quality) with the

paragraph

The logo :

a) Timeless

b) Something to remember, catches the

eye

c) It should fit your image and be

relevant

d) Unique

e) Versatile

f) Simple, yet smart

g) It works well as black and white too

h) (A Clear message

i) Goes well with

different

backgrounds

j) (Well-drawn

k) It scales well

l) The client loves it

m) Working well with

different types of

media

The Characteristics of a Good Logo Design 2

Tuesday, 15th June, 2010 by Hilde Torbjornsen in Logo Design.

Anyone can make a logo, but making a truly good logo design is something that

takes more than just a PC or mac with the required software. There are many

guidelines you should have a look at before deciding which logo design you choose in

the end.

Remember that your logo will be part of

your brand and for that reason it needs to be taken

seriously. If you’re a designer you would want to

look out for these tips. If you’re someone ordering

a logo from somewhere – make sure the provider

can give you a logo fitting most of these criteria.


http://www.youtube.com/watch?v=XSdii7Yx8qU

http://www.freelancelogo.com/2010/06/the-characteristics-of-a-good-logo-design/

http://www.freelancelogo.com/2010/06/the-characteristics-of-a-good-logo-design/#comments

http://www.freelancelogo.com/author/hilde/

http://www.freelancelogo.com/category/logo-design/

38

(1) ………………………………………………………………….

If there is any use of other elements in your logo besides the fonts, make sure it

is relevant. The use of wrong elements in your logo design could give a confusing

effect towards potential customers. Also if you already have a strong color-scheme on

your website and so on, you would want to make sure the new logo fits in with that

style.

(2) ……………………………………………………………………….

Picture by Guillaume Riesen

By adding relevant elements that fit the image you want to reflect, your logo is

likely to get attention. Try out different color schemes and

fonts to make sure its memorable and looks fresh. This way

you make people stop for a second when they see your

logo. This is a very important part of building up your logo

as a successful part of your branding. Try to think a bit

different, play around a bit to find something that is eye

catching.

(3) ……………………………………………………………………

You’d want your logo to be unique. Never copy the look of any other logo

you’ve seen, no matter how much you liked it. You want to stand out from the crowd.

This also means being able to think outside the box and experiment with the different

elements. Some niches can sometimes have many companies with similar blending

logos. Have a look at your competition in the business. Instead of blending in – you

should aim to stand out!

(4) ……………………………………………………………………… Picture by Zsuzsanna Kilian

Less is more, simple is smart. Never use too many

different fonts or colors, and never add a photo to the logo

design. If you want an illustrative element to accompany the

text, use simple shapes. If you look around at some of the

logos you remember best, they’re all simple. Some examples are the Apple logo,

Nike, Coca Cola, Pepsi, Samsung, Nokia and so on. You recognize them immediately

and they’re all very simple at the same time as they’re part of powerful brands.

(5) ………….…………………………………………………


http://www.sxc.hu/profile/thegnome54

http://www.sxc.hu/profile/nkzs

39

The logo you want to go for should be something you can stick with for years

to come. By steering clear of all current trends and going for solid and simple, smaller

changes can be done later on without losing the characteristic look. If you have a look

at an Apple logo from years back, it still has those characteristics you recognize

today. If your business or website last for another fifty years, you are likely to make

smaller changes along the road – but they should be simple. The simpler the logo you

make from the start, the better it holds through the years.

(6) …………………………………………………………

Picture by Michal Zacharzewski

Keep in mind where you want to use the logo, and

make sure it can fit. This could be on websites, as part of

ads, on T-shirts, printed media and so on. Again, simple

goes with everything. During the process you should

also take the time to try it out on different media to

make sure you get the look you want. What looks good on plain white paper may not

look so good on a busy website. Only one way to find out: try while you’re in the

design process to be able to do adjustments as you go.

(7) ………………………………………………………………….

As part of being simple comes a clear message. If you’re trying to say anything with

your logo, make sure it can be executed in a simple way. Test out the design on

friends or co-workers to hear their associations when they look at it. It doesn’t help

that you see one thing if no one else get it.

(8) …………………………………………………………………………

Make sure every element is crisp and flawless. If you want for instance a flower

in the logo, make sure it’s done exactly how you want it. Sometimes there can be one

tiny thing that will make you crazy for years if you don’t get it solved immediately.

Make sure none of the shapes look as something other than they are (except if that is

your message). The logo should be drawn and cleaned up in proper vector-software

without any loose ends. This will also make adjustments easier during the rest of the

design process and in the future.

(9) …………………………………………………………


http://www.sxc.hu/profile/mzacha

40

The one who orders the logo should be satisfied. If that person is you, make

sure that you keep a good communication going with the designer. And if you are the

designer, you have to make sure the client is happy, even if it takes a redraw or three

to get there. Happy clients make a good portfolio and keep coming back for future

projects. If it’s your own logo and you’re not satisfied from day one – this can be a

very bad influence on your brand.

(10) ……………………………………………………………….

Picture by Flavio Takemoto

As with versatility regarding where to put it, a good

logo also has to do well on different colors. Try out the

design with light and dark backgrounds to make sure both

work. There are many reasons for why you want this. Some

are that it won’t need a redesign for use with different T-

shirts, ads and more. We can all change our minds, maybe you do changes to things

later on – so make sure the logo will still fit for the future.

(11) ……………………………………………………………………

It’s common practice to get the logo designed as a vector. This means that it

will still stay crisp and clear no matter how much you enlarge it. You also have to

remember that it should be able to work well in a small version. Don’t have so much

detail that everything disappears if you for example put it on a business card or in a

smaller printed newspaper ad.

(12) …………………………… Picture by Hugo Humberto Plбcido da Silva

Most great logos remain recognizable

even if they’re changed into black/white. This

should be the case for yours too! This can in

many situations save you costs when needed

and it will do fine if a document is copied. It

can also be the test of the logos «personality». If you still recognize it when in black

and white, that’s always a good sign.

(13) ………………………………………………………….

As mentioned before you should try your logo out in different settings before

you make your final decisions. It won’t cost you much to make a test including a

business card, cd-cover, magazine ad, website-banner and so on.


http://www.freelancelogo.com/wp-content/uploads/2010/06/busy-background-logo-characteristics.jpg

http://www.freelancelogo.com/wp-content/uploads/2010/06/busy-background-logo-characteristics.jpg

http://www.sxc.hu/profile/flaivoloka

http://www.sxc.hu/profile/hugoslv

41

These were some of top tips on how to make sure your logo has the good

characteristics from the start. http://www.freelancelogo.com/2010/06/the-characteristics-of-a-good-logo-design/

b) Comment on the logo of our university.

Does it fit all the criteria in the text?

c) Watch the video file “The starbucks logo

explained” on the youtube. Tell as much as

you can about history of the logo. make up

questions about about the information in

the video.

http://www.youtube.com/watch?v=_APClZ0NrYE

d) Your vocabulary bank. Think up exercises & fun activities to


contexts.

1. be likely to get attention

2. memorable

3. look fresh

4. think a bit different

5. eye catching.

6. no matter how much you

…..

7. stand out from the crowd

8. think outside the box

9. experiment with the

different elements

10. blend in

11. you keep a good

communication going

with the designer

12. takes a redraw or three to

get there

13. make a good portfolio

14. an illustrative element

15. give a confusing effect

16. towards potential

customers.

17. have a strong color-

scheme on your website

18. unique

19. fit in with that style

20. go for solid and simple,

smaller changes

21. current trends

22. Lose the characteristic

look.

23. keep coming back for

future projects

24. versatile (ity)

25. need a redesign

26. hold through the years.

27. flawless

28. required software

29. guidelines

30. to look out for these tips

31. fit the image / most of

these criteria.

32. the fonts

33. relevant

34. looks good on plain

white paper

35. look good on a busy

website.

36. do adjustments

37. be executed in a simple

way

38. Test out the design on

friends

39. hear their associations

40. crisp

41. enlarge

42. As mentioned before

What makes a bad logo?



42

While the implementation of an effective logo can set a company up for

success, the opposite is also possible. When outside input

isn’t gathered to evaluate logo prototypes, designers can

miss major steps and the result can be disastrous.

For instance, In this case the logo design was

destroyed by the lack of letter spacing. Running your

letters together in a logo design can cause you problems

with "readability". Just plain bad logo design. http://www.artistmike.com/Bad-Logos/BadLogos.html

Watch three videos “Logos: The Good, the bad, and the downright

offensive” on the youtube & conclude what way you should

have been accurate.

http://www.youtube.com/watch?v=-iuk0PbfaHY http://www.youtube.com/watch?v=-iuk0PbfaHY

Types of logo design

Is a logo just a logo or do they fall into certain categories or types of logos?

So, the object of a logo is to act as a mnemonic device and identifier, to

communicate a desired thought or feeling, and to generate a desired emotional

response. A thought-provoking logo design can strengthen your brand image and

corporate identity, giving you a psychological advantage over your competition. Your

logo is the core of your corporate identity, defining and symbolizing the character of

your company or organization.

There are three basic types of logos:

Iconic/Symbolic - Icons and symbols are compelling yet uncomplicated

images that are emblematic of a particular company or product. They use imagery that

conveys a literal or abstract representation of your organization. Symbols are less

direct than straight text, leaving room for broader interpretation of what the

organization represents. In order for a symbol to be a truly effective logo, it should

conform to these maxims:

Instantaneously recognizable.

Memorable.

Clarity when reproduced in small sizes.

Can be illustrative in nature, either concrete or abstract.


http://www.artistmike.com/Bad-Logos/BadLogos.html

http://www.youtube.com/watch?v=-iuk0PbfaHY


43

Logotype/Wordmark - A logotype, commonly

known in the design industry as a "word mark",

incorporates your company or brand name into a uniquely

styled type font treatment. Type fonts come in thousands of

possible variations, shapes, sizes, and styles, each

conveying a slightly different impression upon your

intended audience. Script fonts imply a sense of formality

and refinement. Thick fonts proclaim strength and power,

whereas slanted type fonts impart a sense of motion or movement. Type font

treatments can also include hand-drawn letters, characters or symbols that have been

rendered in such a way as to intrigue the eye and capture the interest. Images can also

be integrated into a logotype, often to great visual effect. Of prime consideration

when selecting a logotype or wordmark is legibility and ease of recognition, even

when reduced to the size required for printing your

business cards.

Combination Marks - Combination Marks are

graphics with both text and a symbol/icon that signifies the

brand image that you wish to project for your company or

organization. Concise text can complement an icon or

symbol, providing supplemental clarity as to what your

enterprise is all about.

There are integrated and stand alone combination

marks. For instance, Starbucks logo has the text with the graphic integrated, whereas

the AT&T logo has the icon separate from the text. http://www.logodesignsource.com/types.html

You can also watch the tutorial ‘3 types of logos’ on the tube

about the same ideas (http://www.youtube.com/watch?v=-fsBrjGWlWg)

Which type of logo is right for your product or service?

There are no specific rules in design to define right or wrong when it comes to

logos. Graphic design is a creative process and each and every brand must be

approached in a unique way. But don’t worry, finding the right solution for you and

your business, product or service is all part of your professional graphic designer’s

job!

However, as there are many ‘unknown’ areas to what a client is looking for,

most graphic designers find it hard to give clients a price without knowing their

specific requirements, target market and long term goals. http://www.soulspace.com.au/7-different-types-of-logos-for-small-to-medium-businesses-which-one-is-the-

right-for-yours/


http://www.logodesignsource.com/types.html

http://www.youtube.com/watch?v=-fsBrjGWlWg

http://www.soulspace.com.au/7-different-types-of-logos-for-small-to-medium-businesses-which-one-is-the-right-for-yours/


44

c) Your vocabulary bank. Think up exercises & fun activities to


contexts.

1. Concise text

2. complement an icon or

symbol

3. provide supplemental

clarity a

4. what your enterprise is

all about.

5. symbolize the

character of your

company

6. uniquely styled type

font treatment

7. proclaim strength and

power

8. impart a sense of

motion or movement

9. mnemonic device

10. identifier

11. to communicate a

desired thought or

feeling

12. to generate a desired

emotional response

13. thought-provoking

logo design

14. strengthen your brand

image

15. the core of your

corporate identity

16. hand-drawn letters,

17. define

18. capture the interest

19. Of prime consideration

20. and ease of recognition

21. compelling

22. uncomplicated

23. emblematic

24. less direct

25. straight text

26. leave room for broader

interpretation

27. conform to these maxim

28. Instantaneously

29. to intrigue the eye

30. refinement

31. Thick fonts

2.4. What makes Advertising slogans?

Advertising slogans or taglines are short slogans that add a description of a

brand or product or create an association with the brand. They are one of four types

(see types of slogans) and seem to be most effective if they describe one key attribute

of the brand or product.

So if you want to create an effective advertising slogan, the first step is to

identify the key attribute of the product – what to people think of or what do you want

them to think of when they hear the advertising slogan.

Then think of how that key thing can be expressed in the four different ways:

- describe the product (descriptive slogan) “The pause that refreshes”

- exaggerate the products characteristics to make a point (superlative slogan)

“Like a rock”

- command the audience to some action (imperative slogan) “Just do it” or

“Don’t leave home without it”

- make a statement or ask a question that gets people to think (provocative

slogan) “Greatness is the prize”

Try out all four ways of describing or drawing attention to the one key aspect of

your brand. After a few (or maybe more than a few) tries, one will stick and you will

have a catchy advertising slogan.

Also keep in mind there are four basic personality types and slogans can be created

that communicate to each type.


45

People who are primarily interested in other people love stories. They are

pushovers for emotional stories of people overcoming difficulties, families united

against obstacles, people who triumph in the face of adversity and so on. If you are in

their office, you will notice pictures of kids and pets. They will be more motivated by

a single emotional testimonial than by charts, graphs and statistics. So when you are

writing a slogan, consider an emotional testimonial from someone who loves your

product or organization.

People who care more about information than other people, love as much

information as you can provide. They are poor decision makers and will keep you

busy with information requests to postpone a decision. They love charts, graphs and

statistics. Their office will likely have charts on the wall instead of artwork. So if you

know there are some of these types in your audience, make them happy by including

slogans with numbers and statistics.

People who care about all types of information, stories and data, tend to be very

busy people because they are constantly soaking in everything around them. People

with this type of personality often rise to positions of authority because they are good

with both knowledge and interpersonal skills. So they will often be the decision

maker. So if you are writing a slogan to address this audience, make it literal and to

the point.

People who care about themselves to the extreme are narcissists. This personality

type will evaluate all communication based on what the concept or offer will do for

them. Slogans that make them feel good about themselves will win them over.

http://www.stickyslogans.com/advertisingslogans.html

Types of Sticky Slogans

There are basically four kinds of slogans:

Imperative Slogan - a command to do something:

– Advertise Here! (Not very original but you get the message.)

Descriptive Slogan - describes the key feature or benefit of the

organization or person:

– Free ads here!

Superlative Slogan – exaggerates but in a way that makes a point and is

something you believe to be true:

– Our ads have never been more free...

Provocative Slogan - makes the listener or viewer think or reflect on their

situation:

– Free Ads? From What?


http://www.stickyslogans.com/advertisingslogans.html

46

If you are trying to think of a slogan, a good brainstorming technique is to say

essentially the same thing in each of these four ways and see which one has the best

ring to it.

As an example:

Descriptive Slogans - Neighborhood Services - Intelligent

Changes for Our Community

- John Jones - Bringing Positive Change

to Our School

Imperative Slogans Neighborhood Services - Change

Things

John Jones - Changes You Can Count

On

Superlative Slogans Neighboorhood Services - The Smartest

Choice for Community Change

John Jones - The Most Intelligent

Choice for Student Council

Provocative Slogans Neighborhood Services - Do you really

want anybody else making changes?

John Jones - What kind of change do

you want?

Each of these slogans makes the point that Neighborhood Services (or John

Jones in the case of an election) is a smart organization/person that will make some

positive changes in the community. But each slogan is quite different and has a

different ring to it.

3. The language of advertising

Words and phrases used in advertising • Is advertising language normal language? • Does advertising language sometimes break the rules of normal language?

Language has a powerful influence over people and their behaviour. This is

especially true in the fields of marketing and advertising. The choice of language to

convey specific messages with the intention of influencing people is vitally important.

Visual content and design in advertising have a very great impact on the

consumer, but it is language that helps people to identify a product and remember it.

The English language is known for its extensive vocabulary. Where many other

languages have only one or two words which carry a particular meaning, English may

have five or six.

Moreover, the meanings of these five or six words may differ very slightly and

in a very subtle way. It is important to understand the connotation of a word.

Connotation is the feeling or ideas that are suggested by a word, rather than the actual

meaning of the word. Armchair, for example, suggests comfort,

whereas chair arouses no particular feelings.

The target audience, of course, also puts its own meaning into certain words.

Different people sometimes interpret language in different ways.


http://www.stanford.edu/class/linguist34/Unit_03/index.htm

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Both the mass media, when reporting news items, and marketing and

advertising personnel have to consider the emotive power of the words they use. First,

they make a decision about what to communicate and what to withhold.

One way in which advertisers adapt language to their own use is to take

compound words and use them as adjectives. These compounds often later become

widely used in normal situations. Examples of these compounds which have become

part of the English language are: top-quality, economy-size,chocolate-

flavoured, feather-light and longer-lasting.

The language of advertising is, of course, normally very positive and

emphasizes why one product stands out in comparison with another. Advertising

language may not always be "correct" language in the normal sense. For example,

comparatives are often used when no real comparison is made. An advertisement for a

detergent may say "It gets clothes whiter", but whiter than what?

A study of vocabulary used in advertising listed the most common adjectives and

verbs in order of frequency. They are:

1. new

2. good/better/best

3. free

4. fresh

5. delicious

6. full

7. sure

8. clean

9. Wonderful

10 special

11. crisp

12. fine

13. big

14. great

15. real

16. easy

17. bright

18. extra

19. safe

20. rich

1. make

2. get

3. give

4. have

5. see

6. buy

7. come

8. go

9. know

10. keep

11. look

12. need

13. love

14. use

15. feel

16. like

17. choose

18. take

19. start

20. taste

Good and new were over twice as popular as any other adjective.

Exercise

Find a word in the text which means an especially strong or powerful influence

or effect.

Find a word in the text which means delicate, not easy to notice.

Can you think of any products which could be described as economy-sized?

Can you think of any other compound adjectives that could be used in

advertising?

Look at number 11 on the list of adjectives. What kind of products could be

described as crisp? http://www.linguarama.com/ps/marketing-themed-english/the-language-of-advertising.htm


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Wording characteristics of English advertising texts

Generally, advertisers try by various means at their disposal to get people to buy

the products or services advertised. An advertiser attempts to construct an

advertisement that will fully attract the attention of the potential purchaser and have

persuasive effects. Therefore, he or she makes full use of every word to draw readers’

attention and arouse their interest. English advertising texts (EAT) display many

unique features of wording, such as frequent use of simple words, clever use of

coinages, loanwords, monosyllabic verbs, and simple adjectives, as well as

compounds, etc. which will be discussed briefly and separately in this part.

1. Simple and informal words

Shakespeare said, "Brevity is the soul of wit". The function of advertising is to

provide information, attract consumer, exploit market, and promise the quality. A

simple advertisement is intended not only to arouse the reader's attention and interest,

but also to make consumers remember it. Therefore, an advertisement must pay

attention to its language, and the first step is to use popular and oral language, the

second step is to use some single-syllable words or fewer letters to make it easy to

understand and memorize.

For example:

(1) “I couldn’t believe it, until I tried it!

I’m impressed! I’m really impressed!

You’ve gotta try it!

I love it!”1

This is an advertisement of a microwave oven. The words in it are very simple and

oral. It uses the slang “gotta”, which means “got to” in American English, to give an

impression that this advertisement comes from real life.

(2) “Buy one, get more.”2

This is an advertisement of selling automobile. “buy” and “get” which are two

simple monosyllabic verbs show the bilateral activities between advertisers and

consumers directly. It expresses advertiser’s sincerity, and on the other hand the

advertisement lets consumers have the feeling of simple, efficient, affordable in

order to increase the reliability between advertisers and consumers.

2. Misspelling and Coinages

In some of advertisements, the advertising copywriter misspells some words on

purpose, or adds some suffix or prefix to some common words. New original words

are created to attract addressees’ attention and to meet their needs for curiosity and

novelty. Such freshly made words and phrases may suggest that the product or service

being advertised possesses peculiar qualities as well as the value of novelty. Many

words in advertisements, especially in trade names, are words newly coined, or

deliberately misspelled and abbreviated. Furthermore, some misspelling words help


49

the advertiser to disseminate the information effectively and also let the advertising

become more charming.

For example:

(3) “We know eggsactly How to sell eggs”3

In this advertisement, “eggsactly” not only has the similar pronunciation as

“exactly”, but it has connections with the last word “eggs” in this sentence, thus

impressing people a great deal.

(4) “The Orangemostest Drink in the world.”4

When one reads or hears example (4), he or she may think “Orangemostest” is a

wrong word, but actually it is deliberately created by the advertiser, Orangemostest in

this advertisement consists of three elements: orange, most and est. It is well known

that orange juice is a popular drink liked by the old and the young for its nutrition and

thirsty-quenching quality. Two superlatives most and est are added to orange so as to

stress the best quality of this product.

(5) “Give a Timex to all, and to all a good time.”5

In example (5), Timex= time + excellent. In English advertising the suffix ex is

often added to the root, showing the good quality of a product. In addition, “good

time” here has a double meaning: it may mean “pleasant time” or “showing time

exactly”.

(6) “Come to our fruice”6

In example (6), fruice = fruit + juice. This newly coined word arouses people’s

attention by its novelty in form.

Coinages of this kind are nowhere to be found in dictionaries, but they seem

familiar to readers in appearance. One can guess their meanings by means of the

context without help of dictionaries. When customers come across newly coined

words, their interest is stimulated, and they want to go on reading and take action.

Thus, the aim of advertising is reached. But coinages must be well based on after-taste

and implication, stressing the novelty and uniqueness of the products, without which

coinages can produce little effect and will be meaningless.

Misspelling some common words is also a clever use of coinages. Now let’s see

the following examples:

(7) “Going East, Staying Westin.”7 (Westin is the name of the hotel)

In this advertisement, the advertiser wrote “Western” into “Westin” on purpose

in order to win a seat in consumer’s memory. In fact, this advertisement achieved the

expected results which impressed people immensely.

(8) “For twogether the ultimate all inclusive one price sunkissed holiday”8

Example (8) is an advertisement on providing a couple with a holiday inn.

“Twogether” and “together” are similar both in spelling and pronunciation. “To” is

misspelled as “Two” on purpose by the advertiser to indicate that the couple could get

the romantic yesterday once more if they spend their holiday together in this inn.


50

Psychologically, emotion between lovers tends to become common and ordinary on

the surface after a long period, “Twogether” here can remind them of the romantic

time in the past. This advertisement is just intended to cater for such a psychological

need .

(9) “Surefit Shoe Ltd”9 (舒飞鞋业有限公司)

When the consumers see the word “Surefit” at first sight, they must imagine

“surely to fit your feet” immediately and have a deep impression of this brand.

(10) “Ezyrub”10

(advertising shoe polish)

“Ezy” has the same pronunciation as the word “easy” and it is combined with

“rub”, which means “easy to rub”. This coinage not only shut the name of the

product, but also describes the quality of the product.

(11) “Hi-fi, Hi-fun, Hi-fashion, only from Sony”11

(advertising Sony Audio)

Hi-fi means high fine (quality), Hi-fun means high fun, and Hi-fashion means

high fashion. These three coined words make the effect differ from the common

words through the form of words and pronunciation.

It is easy to see from the above examples that newly created words vividly

express the desirable features, qualities, or functions of the product or service being

advertised.

3. Loanwords

If an advertisement emphasizes the product’s quality or the origin abroad,

loanwords would be the best choice for it. The most frequently used loanwords are

those from French and Spanish in English advertising, mostly for wine, food,

cosmetics, clothing, ect. Added some French in advertising for wine, then the

quality of this product is undoubted.??? Perfume companies usually add to the

romantic atmosphere of their products by using French words such as Vol de Nuit.

Automobile manufacturers will increase the mysterious atmosphere for their product

by use of foreign words such as: Cordova, Biarritz. The commonest use of foreign

words is in a restaurant, like their food labels: Del Taco, L’Auberge, and La Scala.

For example:

(12) “Order it in bottles or in canners

Perrier……with added je ne sais quoi.”12

This is an advertisement for a French drink. The manufacturer uses a sentence

with French words at the end. “je ne sais quoi” means “I don’t know what”. Suddenly

this English advertisement is characterized by a French style. The purpose to use this

simple French phrase is to show the French flavor of this drink. The loanwords in

some advertisements are intended to express the exoticism of the products. In other

cases, loanwords provide quality protection in some degree and stimulate the desire to

take action .

4. Frequent use of verbs


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Monosyllable verbs are widely used in English advertising, furthermore, most of

them are colloquialisms. These common verbs make advertising in English simple

and easy to understand. That can give consumers a feeling of friendliness and help

tehm to remember the products easily.

The most frequently used 20 verbs and phrasal verbs are:

Try, ask, get, take, let, send for, use, call, make, come on, hurry, see, give, come,

remember, discover, serve, introduce, choose, and look for.

A number of the above-mentioned verbs are frequently used in the imperative

clauses which encourage the audience to buy the product. Although the ultimate

purpose of advertising is to persuade consumers to buy the adverised products,

advertisements seldom use the word “buy” in it. Statistics show only two out of ten

advertisements use the verb “buy” directly. In imperative clauses the word ‘buy’ is

rarely used. The tendency to avoid “buy” might be put down to the unpleasant

connotations of this verb. It is of course of vital importance to the adman that he

should not appear to be imposing himself on his audience, for if the reader feels the

advert to be too obtrusive, he/she is likely to react negatively to its message, or simply

forget about it altogether. The adman is therefore confronted with a problem: on the

one hand his advert should make people buy the product; on the other hand he must

not say this in so many words lest they should take offence (Vestergaard, T. and

Schroder, K. 1985: 67). Leech (1966:154) points out that in advertising language the

most frequent word for ‘acquisition of product’ is ‘get’ instead of ‘buy’. The reason

for this is undoubtedly that ‘buy’ has some unpleasant connotations (money and the

parting with it) which ‘get’ lacks. Advertisers usually make very careful efforts not to

use the word ‘buy’. Instead they often use such synonyms as: ‘try’, ‘ask for’, ‘get’,

‘take’, ‘send for’, ‘use’, ‘choose’, ‘look for’.

The common verbs that indicate that consumers have some goods are such words

as have, get, give, keep.

The verbs express the progress of using some goods are: take, use, have;

The verbs express consumer’s favorite of some goods are: like, love, need

For examples:

(13) “Getting places in the business world is easier if your banker is there to

meet you.”13

(Security Pacific Asian Bank)

(14) “We can give you a better view of investment opportunities from both sides of

the Pacific.”14

(City Bank.)

The widely used disyllable and multi-syllable verbs include accept, adopt,

assure, award, contact, design, discover, enjoy, hurry, introduce, obtain, offer,

provide, receive, request, remember, secure, supply, welcome.

The following sentences are frequently seen or heard in advertisements: “Make

X your toothpaste.” “Give him / her an X.” “Discover the smoothness, etc. of X.”

“Introduce your family to X.” “Serve X.” “Let X solve your problems.” In these


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imperative sentences X stands for the product with a certain brand name. In other

cases, however, advertisers don’t ask their customers to buy the product or service,

but try to make sure that their names will be present in their mind in a buying

situation. They usually employ such imperative sentences as: “Look for X at your

dealer’s.” “Remember there’s only one X.” This latter group requests the customers to

contact the dealer/agent with greater or lesser urgency. “Call /See your X agent.”

“Come to our showroom.” “Come on / hurry, book now.” These sentences are

particularly frequent in advertisements for services such as insurance, travel, and

provision of luxurious accommodation or for products in the more expensive range,

such as cars.

Frequent use of monosyllabic verbs can help kill two birds with one stone: on the

one hand, it makes the language of English advertising more concise and lively, and

on the other hand, it saves space, time and money.

5. Use of Adjectives

The primary function of adjectives with deep emotion is to describe head nouns.

Meanwhile, evaluative adjectives and the form of “-er” and “-est” are very frequently

used in advertising in order to emphasize that the product is better than the others and

build a perfect and fuzzy image in readers’ mind, and to persuade consumers to buy

the products.

We can imagine that many businessmen extremely want to use evaluative

adjectives to describe their products and services. Therefore, it is reasonable for

appearing a series of modified ingredients in front of noun or noun phrase in all

of English advertisings.

G.N. Leech，a well-known linguist in Britain, lists in his Language in

Advertising (1966: 152) the following most frequently used adjectives: (1) new (2)

crisp (3) good/better/best (4) fine (5) free (6) big (7) fresh (8) great (9) delicious (10)

real (11) full, sure (12) easy ,bright (13) clean (14) extra, safe (15) special (16) rich.

For example:

(15) “What’s on the Best-Seller list in IBM personal Computer Software?”15

(Advertising for IBM)

People prefer IBM Personal Computer software for a variety.

Because, for just about anything you want the IBM Personal Computer to help

you do, there’s software to help you do it. Software helps improve productivity,

efficiency and planning. To help teachers teach and students learn. Or help you

become an even more astute games player. Every program in our software library

makes the IBM Personal Computer a truly useful tool for modern times. That’s why a

lot of buyers like you have made them best sellers. And the library is still growing.

(16) “Why do our special teas make your precious moments even more

precious?”16

(Advertising for Lipton)”


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From these two advertisements you will find the “-er” and “-est” form of words

as mentioned are also widely used in English advertisings. Adjectives add vividly

images into the advertising and help create a natural feeling so as to strengthen

attraction.

(17) “Kent. Fresh. Calm. Mild.

Kent. The taste you’ll feel good about. The Mild International cigarette.”17

As we all know, ladies are unwilling to get close to smokers; however, when you

hear the advertisement of “Kent”, you may imagine a picture: a man is smoking a

Kent and a beautiful lady is nestling beside him. This advertisement wants to let you

know that you need not worry about losing your lover, and that when you smoke the

Kent, your sweet would love you more. Just owing to these adjectives in this

advertising, the advertiser get the effect expected.

The adjectives mentioned above are associated with products, showing their

qualities and properties.

6. Frequent use of compounds

In English advertisements, you can see compounds everywhere. Some

compounds are written as single words and some with a hyphen, but others appear as

two separate words. Because lexical restraints on compounds are few, the advertisers

are relatively free to create English compounds which are appropriate to the copy text.

As a result, English compounds become a conspicuous characteristic of English

advertisements. In business advertising, compounds can express the thought that the

manufacturers want to show exactly and completely. For this reason, compounds are

frequently employed

For example:

(18) “Chocolate-flavored cereal”18

(19) “fresh-tasting milk”19

(20) “top-quality bulbs”20

The following are the main ways of word forming:

adj+noun: short-term goal, high-fashion knitwear

noun+adj: the farmhouse-fresh faste, brand-new

v-ing+adj: shining-clean

noun+v-ed: honey-coated sugar puffs, home-made

adj/adv+v-ed: warm-hearted, perfectly-testured cakes

noun+v-ing: a relief-giving liquid, record-breaking

adj+v-ing: innocent-looking, fresh-tasting milk

adv+v-ing: hard-working, the best-selling soft toilet tissue

noun+noun: economy-size shredded wheat, a state-of-the-art cell sorcer

adv+noun: up-to-the-minute sculling

adj+infinite: easy-to dress; hard-to-reach place


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Compounds are very flexible and embody the innovative spirit of advertising

fully; they can also make a profound impression on people’s mind when the

consumers see the product for the first sight.

For example:

There is a famous magazine called Self in America, the compound “Self-Made”

that appears in the magazine encourages women to be independent.

(21) “The Self-Made woman. She’s living better all the time.”21

(22) “Evergreen, Round-the-world service.”22

The advertisement of Evergreen Marine Corp is very short, but the compound

“Round-the-world” focuses on the different service form other company??.

(23) “Kodak Single-use-cameras take pictures where you wouldn’t normally take

your camera.”23

The properties and usage of this camera is performed perfectly through the

compound “Single-use-cameras”.

Syntax in English Advertising Texts

As a particular branch of language, advertising language should be concise and

attractive. It usually has its own characteristics in syntax, such as the frequent use of

simple declarative sentences, interrogative sentences and imperative sentences.

However, no matter what syntactical features advertisers are adopted, they should

perform the following functions: to get attention; to show people an advantage; to

arouse interest and create desire; to ask for action. This part concentrates on the major

grammatical characteristics of English advertisements.

The function of declarative sentence is to describe the products reasonably and

perfectly; the function of imperative sentence is to persuade consumers to buy the

product; the function of interrogative sentences is to raise a question then answer it,

which helps the consumer to eliminate the doubt of the product. These three types of

sentences are all fit for the principle that advertising should have attention value and

memory value.

1. More simple sentences, fewer complex sentences

The function of declarative sentences is to describe the products reasonably and

perfectly. It will get better effect to use simple sentences than compound sentences,

because the readers will get bored on reading complex sentences. Another reason is to

reduce the cost of advertising, and effectively stimulate the consumers. So “use the

least words to express as much information as possible”, that is the truth for the

advertisement.

For example:

(39) “It comes with a conscience”39

(40) “Stouffer’s presents 14days to get your life, on the right course”40


55

Example (39) is an advertisement of Honda cars and Example (40) is a food

advertisement. They are mostly made up of simple sentences, which render these two

advertisements smooth and easy to understand.

(41) “The label of achievement.”41

(Advertisement for wine)

“label” means “piece of paper describing the name, ect”, and it also can explain

that “famous brand”, a simple noun phrase describes the product appropriately and be

remembered easily.

(42) “Fresh up with Seven-Up”42

This advertisement only uses five words to describe the benefits of the beverage

and to urge readers to buy.

(43) “Natural herb, pure honey.”43

The distinctive characteristics of honey which displayed through simple

language and symmetrical structure persuade readers to buy it.

Simple sentences can not only make English advertising easy to read, hear and

understand, but also leave a deep impression on the readers’ minds.

2. More interrogative sentences and imperative sentences

According to statistics, in every 30 sentences there is one interrogative sentence.

The main reason is that interrogative sentences can effectively arouse readers’

response. Moreover, especially at the beginning of an advertisement, interrogative

sentences will excite readers’ interests in this product.

For example:

(44)“What’s so special about Lurpark Danish butter? Well, can you remember

what butter used to taste like — real fresh farm house butter? Do you remember how

you used to enjoy it when you were young? Today — the taste of Lurpark bring it all

back to you — that’s why it’s so special.”44

This is an advertisement of Lurpark Danish butter, the writer raises a question,

which attracts readers to read this advertisement. During the progress of watching

advertising, consumers get to know this product and develop interests in it. Contrary

to the ordinary description, interrogative sentences can catch consumer’s eyes easier.

Imperative sentences have a meaning of claiming, calling and

commanding,??? As the goal of advertising is to persuade and urge consumers to

accept its product or service, there are lots of imperative sentences in advertising,

For example:

(45)“Have a little fruit after dinner.”45

The manufacturers offers some advice to consumers in this advertisement; in

fact, they urge consumers to buy their products through a tactful way.

(46)“Get ready to encounter the new trend in timepieces.”46

--Citizen Watch

3. Disjunctive elements


56

It is often observed that the advertising copy writer has a tendency to chop up

sentences into shorter bits by using full stops, dash, semi-colon and hyphen, where

ordinary prose would use commas or no punctuation at all. Leech (1966:90-7, 113-

16,148-50, 170-4) refers to this phenomenon as ‘disjunctive syntax’. Disjunctive

elements which are widely used in English advertisements have become a special

phenomenon in English advertising language.

For example:

(47) “an automatic applicator gently smooth on soft crиme or high-shine color

for a smooth silky finish that lasts. And lasts.”47

(48) “colors that look lastingly tempting. Longer.”48

(49) “Finally. The convenience of Silver Stone combined with glass! It’s a

cook’s dream true”49

(50) “Italy’s masterpiece. A delightful liqueur created from wild peanuts, herbs

and berries. Ah! Frangclico.”50

These examples contain disjunctive elements: ‘And lasts.’; ‘Longer.’; ‘Finally.’;

‘Italy’s masterpiece.’ and ‘Frangclico.’. Each of these is separated from the preceding

sentences by a full stop. In fact, each is an element or a constituent of the preceding

sentence. The effect of this is to cut up the sentence sinto more information units. As

each information unit is articulated in a stressed falling tone and, therefore,

emphasizes the message contained, more information units means more emphasized

messages. It is easy to see that by frequently using disjunctive syntax advertisers want

to emphasize those key or important messages, to render them more attractive to the

addressees and to achieve the purpose of promoting consumption.

As can be seen from the examples, disjunctive elements or sentence fragments

end in full stops and look as if they were complete sentences. In fact, they are just

parts of the sentences concerned. The separate parts are often the key ones that are

emphasized in advertising texts. They are very attractive. They are to be read in a

stressed falling tone. They usually project or highlight the special features, or

characteristics, or fantastic functions of the advertised product or service.

Common Rhetorical Devices in English Advertising Texts

Rhetorical devices are various forms of expression deviating from the normal

arrangement or use of words, which are adopted in order to give beauty, variety or

force to a composition. Many of them are used in English advertising to achieve three

goals: first, it is to form the brand image or corporate image in consumer’s mind;

second, to stress the uniqueness of the advertised product; thirdly, to stress the unique

sales proposition of the advertised product. Among them, the third is the most

important because of its attraction.


57

Hegel says, ‘beauty comes out of image’ (Albert E. Dipippo, 1986:3). The

beauty of English advertising is first characterized by its ideographic image. It

embodies the materialized labor in a lively and vivid way. Psychologically, image is

realized through imagination. With the help of rhetorical devices advertising leads

people to an artistic conception.

In order to make their advertisements unique and eye-catching, the copywriters

have to make elaborate designs and draw up remarkable verbal blueprints by working

creatively and aptly applying rhetorical devices. It can be said without any

exaggeration that the success of English advertisements has much to do with apt

employment of rhetorical devices. Frequently used rhetorical devices are: simile,

metaphor, personification, pun, etc. The following rhetorical devices are often used in

English advertising, which are discussed briefly in this part.

1. Personification

According to A Hand Book to Literature, published by the Bobbs–Merrill

Company in 1972, personification is “a figure of speech which endows animals, ideas,

abstractions, and inanimate objects with human form, character, or sensibilities; the

representing of imaginary creatures or things as having human personalities,

intelligence, and emotions; whether real or fictitious, by another person.”

However, the definition in Oxford Advanced Learner’s Dictionary Of Current

English With Chinese Translation is more concise: “treating sth. that is without life as

a human being or representing it in human form” (1991:163). Through

personification, animals are endowed with human form or feelings, and inanimate

objects, or ideas and abstractions are given life and personal attributes.

Personification is often employed in English advertisements. Personifying the

advertised product and giving it feeling and emotion, which only people possess,

make an advertisement more acceptable.

For example:

(24) “They will stay on the job longer than most employees.”24

(25) “It handles the road as easily as it handles Mother Nature”25

These two advertisements are for Volvo and Ford. “stay on the job” and “handles

the road” are employed to give the car hummer beings’ life and ability, and they are

read vividly.

(26) “It’s for your lifetime”26

Here the watch is personified. It is described as a person who accompanies you

for your all life. Consumers want to own this watch as soon as they read this advert.

(27) “Flowers by Interflora speak from the heart.”27

(Advertising for Interflora)

In Example (27), flowers are personified: they seem to be human beings who

speak from the heart. In other words, they are endowed with human feelings of love,

kindness, friendship, so they’re really invaluable gifts. When customers see this


58

advertisement, they are likely to buy some of the advertised flowers to express their

true and profound feelings.

(28) “She has her own spirit and it graces everyone she comes near”28

(Lauren perfume)

The perfume, Lauren, is personified as a graceful lady. “She” refers not only to

the perfume itself, but to the beautiful lady who loves the perfume. The use of the

feminine gender “she” indicates that the perfume is used exclusively by females.

We can come to the conclusion that the use of personification in advertising

attracts the audiences’ attention, stimulates their interest in what is being advertised

and helps create an impressive image of the product or service.

2. Simile and Metaphor

Writers often use figures of speech in advertising English. First, figures of speech

are employed to describe the characteristics of commodities in a vivid lively manner

so as to catch consumers’ eyes and leave a deep impression; second, using a simple

and common sample to figure a complicated and unfamiliar product in order to achieve the effect of fresh-feeling, creativity and outstanding.

Simile is a figure of speech in which two essentially unlike things are

compared; in this kind of figure vehicle and tenor appear at the same time, which are

introduced or connected by like or as.

For example:

(29) “Breakfast without orange juice is like a day without sunshine.”29

This example is a case of simile introduced by the word like. The adman here

compares breakfast without orange juice to a day without sunshine. How vivid and

imaginative the simile is! As we all know, a day without sunshine is not warm and

cheerful. People usually do not like a cloudy or overcast day, or a day without

sunshine, and some people might feel sad or gloomy during days without sunshine. In

the opinion of the adman, for some people it is not desirable to have breakfast without

orange juice. So how nice it is to have a breakfast with orange juice!

Though simile is an important rhetorical device in English advertisements, it is

far less frequently employed than metaphor, which is one of the most frequently used

rhetorical devices in English advertisements.

Metaphor

Metaphor is a figure of speech in which a word or phrase that ordinarily

designates one thing is used to designate another, thus making an implicit

comparison. Myers describes metaphor in this way, ‘Metaphor sets up a relation of

similarity between two referents, as if they were the same thing. X is described in

terms of Y ’(Myers, 1994:125). C. Hugh Holmanm defines metaphor in A Handbook

to Literature as “An implied analogy which imaginatively identifies one object with

another and ascribes to the first one or more of the qualities of the second or invests


59

the first with emotional or imaginative qualities associated with the second”.

Metaphor, unlike simile, does not use like or as to indicate the comparison. Without

as or like, it becomes more concise and produces profound associations. Metaphor is

considered by many to be the most important and the most common rhetorical device

in English advertisements.

For example:

(30) “Kodak is Olympic color”30

(Advertising Kodacolor Firm)

In Example (30), Kodak is compared to the color of Olympic. Kodak shows the

real color just as Olympic shows the real essence of the sports. The metaphor in this

implies that Kodak develops itself by the Olympic spirit—higher, faster and stronger.

(31) “You’d better off under the Umbrella”31

(Advertising Travelers Insurance Co.)

Safety is the most important thing for travelers. This Travelers Insurance Co.

takes advantage of the typical psychology of travelers to complete this advertisement.

They used “umbrella” to figure their services to let consumers feel comfortable and

enjoy the travel relieved. The advertisement is short, but the advertiser chose an

appropriate metaphor to affirm the services of their company and increase the

reliability of their advertising.

Obviously, appropriate application of metaphor plays an important role in

English advertising, which can not only render advertisements attractive and

picturesque, but also informative and persuasive. Undoubtedly, metaphor contributes

to promotion of the sale of products and helps make advertised service thrive and

flourish.

3. Pun

According to Webster’s Third New International Dictionary (1986:1642), the

pun is “a humorous use of a word in such a way as to suggest different meanings or

applications of words having the same sound or nearly the same sound but different

meanings: a play on words.” It is a play on words, or rather a play on the form and

meaning of words. Nida ( 1993:87 ) describes it as follows, “Playing on the meaning

and formal resemblance of words (punning) is a universal phenomenon, and in some

languages this rhetorical device is extensively encouraged and practiced.”

Pun is a play on words; it increases the humor of advertising and makes the

advertising pregnant with meaning. Appropriate application of pun can attract

readers’ attention, make the body copy readable and memorable and arouse

consumers’ interest and imagination.

For example:

(32) “Coke refreshes you like no other can”32

(Coca-Cola)

In this advertising, “can” maybe understand as a bottle for drink, and it also can

be used as an auxiliary verb. So this sentence has two meanings:

First is “Coke refreshes you like no other can (can refresh you)”;


60

Second is “Coke refreshes you like no other (drinks) can (refresh you)”

(33) “Ask for More”33

“More” is an American cigarette brand, “More” and “more” has the same

pronunciation and different meaning, consumer will connect “More” with the

meaning of “much, more” when they heard the advertising. The pun help the brand

promote itself and guide consumer buy their product.

(34) “Cutex Strongnail with nylon for long , strong, beautiful nails”34

.

“nail” means “指甲” and “钉子” show the quality of “Cutex Strongnail nail oil”

to the highest level.

(35) “A Deal With US Means A Good Deal To You”35

(Advertising for Department stores)

“a good deal” means “many, much, more” , the advertising is combined meaning

with “a good business” increase the interesting of this advertising.

(36) “Every Kid Should Have An Apple After School”36

(Advertising for Computer)

In example (36), Apple refers to either the fruit we eat, or the computer with this

brand name: Apple. American children usually eat some fruits or candies as their

desserts. The advertisement means that children should not only eat apples, but also

have an Apple computer, which is the spiritual food for them.

(37) “You don’t have to be an angel to wear it”37

(Heaven Sent)

“sent” is past participate of “send” ,“sent” and “scent” are homophones. “sent”

means “take”, and “scent” is a kind of perfume, so we can understand the meaning of

this advertisement----“heaven sent” is “angel”, it showed the perfume which is

expensive form heaven.

(38) “The role of the Volunteer Reserves is changing, If you’ve got any

questions, shoot.”38

“Shoot” is slang in this advertising; it means “please say it”. As this advertising

is about Army reserve and shooting, so the writer used pun made the language

humorous and vivid, and also the topic is closer to us.

Pun which is often emp1oyed by the manufacturers to seek first-hand attention,

is almost a most attention-getting device of the rhetorical figures. The nature of pun in

advertising is: the pun is the product of a contest deliberately constructed to enforce

an ambiguity, to render the choice between meanings impossible, to leave the reader

or hearer thinking about products in semantic space.

As far as I know, pun is one of the most favored rhetorical devices employed by

copy writers and one of the most common rhetorical devices used in English

advertisements.

a) Your vocabulary bank. Write out the active vocabulary

out of the text ‘& learn them in their context.


61

1. 2. 3

b) Search for other examples of wording characteristics in

advertising texts.

c) Search for other examples of rhetorical devices in English

advertising texts

4. Experience Economy

a) Have you come across the term “experience economy”?

b) Read the text & say as much as you can about it. What is

the way you would translate it into Russian?

Welcome to the Experience

Economy

by B. Joseph Pine II and James H. Gilmore

How do economies change? The

entire history of economic progress can

be recapitulated in the four-stage

evolution of the birthday cake. As a

vestige of the agrarian economy, mothers

made birthday cakes from scratch,

mixing farm commodities (flour, sugar,

butter, and eggs) that together cost mere

dimes. As the goods-based industrial economy advanced, moms paid a dollar or two

to * Betty Crocker for premixed ingredients. Later, when the service economy took


62

hold, busy parents ordered cakes from the bakery or grocery store, which, at $10 or

$15, cost ten times as much as the packaged ingredients. Now, in the time-starved

1990s, parents neither make the birthday cake nor even throw the party. Instead,

they spend $100 or more to “outsource” the entire event to *Chuck E. Cheese’s, the

Discovery Zone, the Mining Company, or some other business that stages a

memorable event for the kids—and often throws in the cake for free. Welcome to

the emerging experience economy.

Economists have typically lumped experiences in with services, but experiences

are a distinct economic offering, as different from services as services are from

goods. Today we can identify and describe this fourth economic offering because

consumers unquestionably desire experiences, and more and more businesses are

responding by explicitly designing and promoting them. As services, like goods

before them, increasingly become commoditized.

An experience is not an amorphous construct; it is as real an offering as any

service, good, or commodity. In

today’s service economy, many

companies simply wrap

experiences around their

traditional offerings to sell them

better. To realize the full benefit

of staging experiences, however,

businesses must deliberately

design engaging experiences that

command a fee. To appreciate the difference

between services and experiences,

recall the episode of the old

television show Taxi in which Iggy, a usually atrocious (but fun-loving) cab driver,

decided to become the best taxi driver in the world. He served sandwiches and drinks,

conducted tours of the city, and even sang Frank Sinatra tunes. By engaging

passengers in a way that turned an ordinary cab ride into a memorable event, Iggy

created something else entirely—a distinct economic offering. The experience of

riding in his cab was more valuable to his customers than the service of being

transported by the cab—and in the TV show, at least, Iggy’s customers happily

responded by giving bigger tips. By asking to go around the block again, one patron

even paid more for poorer service just to prolong his enjoyment. The service Iggy

provided—taxi transportation—was simply the stage for the experience that he was

really selling.

An experience occurs when a company intentionally uses services as the stage,

and goods as props, to engage individual customers in a way that creates a


63

memorable event. Commodities are fungible, goods tangible, services intangible, and

experiences memorable. Buyers of experiences—we’ll follow the lead of experience-

economy pioneer Walt Disney and call them “guests”—value what the company

reveals over a duration of time. While prior economic offerings—commodities,

goods, and services—are external to the buyer, experiences are inherently personal,

existing only in the mind of an individual who has been engaged on an emotional,

physical, intellectual, or even spiritual level. Thus, no two people can have the same

experience, because each experience derives from the interaction between the staged

event (like a theatrical play) and the individual’s state of mind.

Experiences have always been at the heart of the entertainment business—a fact

that Walt Disney and the company he founded have creatively exploited. But today

the concept of selling an entertainment experience

is taking root in businesses far removed from theaters

and amusement parks.

At theme restaurants such as the Hard Rock

Cafe, Planet Hollywood, or the House of Blues, the

food is just a prop for what’s known as

“entertainment.” And stores such as Niketown,

Cabella’s, and Recreational Equipment Incorporated

draw consumers in by offering fun activities,

fascinating displays, and promotional events

(sometimes labeled “shoppertainment” or “entertailing”). http://hbr.org/1998/07/welcome-to-the-experience-economy/

с1) Your Vocabulary Bank. Look though the text again &

find the equivalents in English

1. подпорки, реквизитор или

бутафор

2. с самого начала

3. купить за копейки

4. устроить вечеринку

5. отдать работу на сторону

6. театрализовать событие

7. желать получить впечатление

(опыт)

8. продавать увлекательное

впечатление

9. парк развлечений

10. четкое экономическое

предложение

11. аморфная концепция

12. продаться за отдельную плату

13. спроектировать увлекательное

впечатление

14. скверный, но обаятельный

15. продлить удовольствие

16. театрализованное действие

17. укоренилось в бизнесе

18. поддающийся физическому

измерению


http://hbr.org/1998/07/welcome-to-the-experience-economy/

64

c2) Match the definitions with the words aside

1. commodity (n)

2. prop (n)

3. distinct (adj)

4. outsource (v)

5. amorphous

(adj)

6. wrap (v)

7. fee (n)

8. fungible (adj)

9. tangible (adj)

10. dime (n)

11. mere (adj)

a) an amount of money that you pay to do something or that you

pay to a professional person for their work;

b) having no definite shape or features;

c) used to emphasize how small or unimportant something or

someone is;

d) to put paper or cloth over something to cover it;

e) a product that is bought and sold;

f) when a company uses workers from outside the company to do a

job;

g) clearly different or belonging to a different type;

h) an object placed under or against something to hold it in a

particular position;

i) clear enough or definite enough to be easily seen or noticed

a coin of the US and Canada, worth one tenth of a dollar.

d) Make up a project where you show the progression of

the economic values from extracting commodities to staging

experiences.

5. National peculiarities of advertising

a) Read the texts and render them in English:

Национальный креатив — особенности рекламы стран мира

Каждая страна имеет свой отличительный рекламный почерк — из-за

особенностей национального самосознания, из-за исторических рекламных

традиций, из-за экономических и общественных реалий.

Если знать обо всех этих особенностях и какое-то время наблюдать за мировой

рекламой, то можно с легкостью говорить о том, в какой стране был придуман

ролик, принт, эмбиент и прочее, попадая в девяти случаях из десяти.

Менталитет нации и те условия, в которых она живет — это и причины, и среда

существования именно той рекламы, которая есть в любой отдельно взятой

стране в любой отдельно взятый момент. География, особенности восприятия

и мышления, технические возможности накладывают свой отпечаток

практически на любую рекламную кампанию. Тайцы сумасшедше шутят,

бразильцы карнавалят, немцы делают потрясающе логичные эмбиенты


65

и директы.

В этом материале AdMe.ru обозначает самые яркие отличительные

отличительные черты и особенности креатива разных стран. И подобрали

примеры, которые, на наш взгляд, наиболее ярко отражают суть

«национального креатива». Естественно, не вся локальная реклама такая, как

мы ее здесь описываем — невозможно стандартизировать все креативные

усилия, направленные на целую нацию США

США — это центр мирового креатива, где находятся штаб квартиры

крупнейших холдингов — Omnicom и Interpublic с центральными офисами

в Нью-Йорке, которым принадлежат крупнейшие сети — BBDO, DDB, TBWA,

Lowe, McCann Erickson, DraftFCB, и множество креативных бутиков, таких как

агентство Goodby, Silverstein & Partners, Droga5, Crispin Porter & Bogusky.

Поэтому американский креатив — это международный креатив, и для него

сложнее всего выбрать характеризующие только его стороны (если, конечно,

не вдаваться в исключения вроде ковбоев Marlboro).

Тем не менее, если вы видите в кадре офис и мизансцену, в которой офисные

сотрудники что-то многословно обсуждают, это скорей всего американский

ролик. Если вы смотрите рекламу и понимаете, насколько там все рационально,

логично и по всем канонам рекламной науки, даже когда они шутят, то это

американская рекламная кампания. Исключение из этого правила — конфетные

ролики, в которых намеренно нет никакой логики. Если вы смотрите сложный

кейс сложной кампании, суть которой может ускользнуть с первого раза, это

скорей всего американская кампания.

Великобритания Великобритания — страна прекрасной, яркой, качественной, многогранной

рекламы с великолепным креативом и тонким юмором. У англичан хороший,

тонкий вкус. Они успешно сочетают рекламу, ориентированную на вербалику,

с образной рекламой. Британская реклама более понятна нам, нежели

американская, более интеллигентная, более изящная и менее «местечковая»,

даже если предназначена только для британского рынка. В основном она даже

куда более кинематографичная, там больше историй.

Реклама, созданная в Англии, очень успешно соперничает со Штатами в плане

размаха бюджета и крутизны продакшена и постпродакшена.

Бразилия

Страна победившего арт-дирекшена и печатной рекламы. Телевизионная

реклама из Бразилии редко представляет собой нечто выдающееся, а вот яркие,

солнечные, искусно выполненные принты ежегодно покоряют жюри


66

международных фестивалей, а в 2010 году совокупность наград за печатную

рекламу принесла агентству AlmapBBDO награду «Агентство года».

Аргентина Близкая географически к Бразилии, но далекая культурно и рекламно Аргентина

совпадает с соседом только в богатстве палитры отношений и чувств, но дает

куда больший уровень эмоциональной напряженности и славится необычными

сюжетами. И отдельно нужно обязательно упомянуть цветовую гамму —

по одним слегка приглушенным тонам, теплоте картинки и особенной

прозрачности воздуха можно сразу определить, что ролик снимали в Аргентине.

Канада В целом канадская реклама схожа с американской, но выглядит чуть более

маргинальной и мрачноватой.

Канада, после головокружительного успеха малобюджетного вирусного видео

«Evolution» для Dove агентства Ogilvy Toronto, в рекламной среде начала

ассоциироваться в первую очередь именно с этой кампанией. Кроме того,

агентство Taxi Toronto является самым известным производителем рекламы для

Viagra. А не так давно BBDO Toronto с успехом подхватило общее бредовое

настроение рекламы Skittles, создав кампанию, в которую надо тыкать пальцем .

Титульный ролик с котом и мужиком, облизывающими палец зрителя, набрал

уже более трех миллионов просмотров.

Франция Франция — согласно стереотипам о самой стране должна обладать самым

утонченным и изящным креативом. Безусловно, французская реклама

отличается утонченностью, но вовсе не в плане гламура. Идеи, которые являют

миру такие французские агентства как TBWA\Paris, Euro RSCG и Publicis

Conseil, тонки в плане идей и подходов. Они очень смелы и умны, у них

глубокий подтекст. Франция — одна из трех стран, создающих лицо

европейского креатива. Именно Франция подарила рекламной индустрии таких

людей, как Фред и Фарид, Эрик Ферфрухен , Оливье Олтманн . Высокая эстетика этой

страны нашла отражение в рекламе, которая оперирует визуальными образами,

туманными и соблазнительными. Она красива и совершенна сама по себе,

элегантна и утонченна. Для француза удовольствие, приносимое рекламой, уже

само по себе является достаточной причиной для покупки рекламируемого

товара.

Реклама этой страны ориентирована на образы и изысканный креатив, креатив

с изюминкой. Не случайно более половины французских креативных

директоров начинали свою рекламную карьеру как художники, в то время как

в Америке это, как правило, копирайтеры. Возможно, поэтому во французской

рекламе очень мало слов.

Германия


http://www.adme.ru/skittles-231948/v-reklamu-skittles-nuzhno-vstavit-palec-bbdo-canada-253005/

http://www.adme.ru/kreativnyj-obzor/erik-ferfruhen-luchshij-art-direktor-v-mire-otkryvaet-sekrety-svoego-uspeha-20857/

http://www.adme.ru/kreativnyj-obzor/olivier-altmann-iz-publicis-conseil-samyj-kreativnyj-otshelnik-reklamnogo-mira-21387/

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Германия — одна из самых «креативных» стран Европы, постепенно

занимающая лидирующие позиции и в мире. Реклама из Германии также, как

и реклама из Франции, опровергает стереотипы, сложившиеся о самой стране.

Нет чопорности, нет зацикленности на порядке, нет ничего из того, что

мы обычно думаем о Германии, кроме безупречной немецкой точности

и выверенности.

Немецкая реклама тяготеет к аргументам и фактам, к логике убеждения. Это

во многом информационная реклама, она говорит о цифрах, деталях,

технических характеристиках. Кроме того, ее отличает большая

ответственность. Минимум эмоций, максимум достоверности. При этом —

красивая визуализация, отлично снятые ролики и креатив, основанный

на фактах.

Кроме того, лучший эмбиент и прочие non-traditional media делаются именно

в Германии.

Глобальные сетевые агентства, представленные в Германии, кроме, пожалуй,

BBDO Dusseldorf, не блещут на мировой арене, тогда как локальные и создают

весь креатив, получающий призы на фестивалях и известный всему рекламному

миру. Лучшее агентство Германии — Jung von Matt .

Нидерланды Голландцам свойственна любовь к чистоте и порядку, почти как у немцев,

и почтение к традициям, как у англичан.

Нидерланды стоят особняком не только в ряду европейских стран, но и вообще

среди всех стран, создающих заметный креатив. Маленькая страна

со свободными нравами — дом для двух сильных офисов двух самых, пожалуй,

креативных сетей. 180 Amsterdam (TBWA\) делает глобальный креатив для

Adidas и прочих крупных клиентов, а Weiden + Kennedy Amsterdam

придумывает рекламу для европейской Coca Cola. Но агентства, производящие

креатив локально, такие как TBWA\Neboko и DDB Amsterdam тоже работают

успешно.

Ирландия Ирландия — это Guinness, но этот пивной бренд в основном обслуживается

в британском AMV BBDO, именно в этом агентстве ему обеспечивают

необходимый размах. Ирландский креатив куда меньше по размаху и амбициям.

В ирландском креативе, по большому счету, был один заметный игрок — Irish

International BBDO. И это агентство в своих работах до недавнего времени

воплощало дух этой маленькой страны с характером. Сейчас же стали заметны

и другие, например, Rothco, отделения Mccann, DDB и Publicis.

Южная Африка

ЮАР — с одной стороны страна глубокого душевного креатива и философских,

задумчивых роликов для финансовых или нефтяных корпораций; страна


http://www.adme.ru/kreativnyj-obzor/samoe-kreativnoe-agentstvo-v-mire-jung-von-matt-jung-von-matt-22435/

68

глубокого понимания общественных проблем и человеческих трудностей.

А с другой стороны, в африканцах генетически заложена жизнерадостность

и чувство юмора.

Ключевые агентства этого региона — TBWA/Hunt/Lascaris, Jupiter Drawing

Room, NetWork#BBDO. Южноафриканцы не любят иностранные локейшены —

почти всегда снимают у себя дома, показывая свою жизнь такой, как она есть.

Австралия

Австралия, казалось бы, как и Бразилия с Аргентиной, находится в Южном

полушарии, однако такого веселья и брызг позитивом в разные стороны

в рекламе Зеленого Континента нет и в помине. Они там и правда антиподы —

австралийский креатив, особенно телевизионный, маргинален, мрачен,

драматичен и порой труден для понимания.

Новая Зеландия

Новая Зеландия делает креатив одновременно похожий и не похожий

на австралийский. Не так драматично, не так «придонно», но то, что их точно

объединяет — это крайности. Если провокация, то уж такая, что мимо

не пройдешь. Если искусство, то высшей пробы, практически артхаус.

А с ирландским креативом Новую Зеландию равнит бесконечная любовь

к определенному спорту: в Ирландии херлинг, а в Новой Зеландии, конечно же,

регби и их национальная гордость All Blacks.

В маленькой островной стране довольно много представительств сетей —

Publicis Mojo, M&C Saatchi, DDB Auckland, Colenso BBDO, TBWA Whybin

и прочие. Локальные агентства на глобальном рынке незаметны.

Япония В японской рекламе доминирует образ. Любой элемент рекламного сообщения

является частью целостной смысловой, в некотором роде философской,

картины. Можно сказать, что, прислушавшись к шелесту листьев в японской

рекламе, можно постигнуть глубокий

эзотерический смысл. Удивительно тонкие, изящные детали придают японским

роликам богатство красок и глубину.

Япония — страна трех из десяти крупнейших мировых рекламных холдингов.

В Токио расположены центральные офисы Dentsu, Hakuhodo и Asatsu.

Их реклама — смесь из японской точности, сдержанности и ментальности

с общим сумасшествием азиатского креатива.

Индия Индия поставляет миру утонченный национальный креатив с безупречным арт-

дирекшеном, по уровню сравнимым только с бразильским. И неважно, есть ли

в ролике или принте индийский колорит, он все равно ощущается. В Индии

работает множество экспатов, но и они не могут ничего поделать с этим


69

индийским духом.

Печатная реклама из Индии известна куда больше, чем телевизионная.

Таиланд Таиланд — фабрика самого сумасшедшего креатива в мире. У них будто совсем

по другому устроены мозги — тайцы снимают простую, смешную рекламу,

доводя в ней до абсурда практически все. Говорят, что в телеэфире у них там

довольно мало подобного роскошного бреда, но если бы был только он,

было бы уже не так интересно.

Самые награждаемые режиссеры последних трех лет — тайцы Танончай

Сорнсривичайи Сатон Петчуван из продакшена Phenomena. Других рекламных

режиссеров из Таиланда общественность даже не знает. Сетевые агентства,

такие как BBDO Bangkok, McCann Worldgroup, Ogilvy и прочие, имеют мало

что общего со своими европейскими и американскими коллегами.

В последние годы мир видит все больше принтов из Таиланда. Как и в случае

с роликами, почти все они результат работы одного человека — ретушера Анучая

Сечаранпутонга из студии Remix.

http://www.adme.ru/kreativnyi-obsor/nacionalnyi-kreativ-osobennosti-reklamy-stran-mira-22264/

b) Watch the video materials at http://www.adme.ru/kreativnyi-

obsor/nacionalnyi-kreativ-osobennosti-reklamy-stran-mira-22264/ ; choose

some countries to expand on the topic and prepare a project

‘national peculiarities of advertising in …(countries)”.

Supplement 1

Steps how to evaluate an advertisement concept

1.1. The basic of advertising.

What kind of ad is it? What is the purpose of this advertisement? Does it it fulfill the

business purpose? Does it promote a new product line, reinvigorate the brand or manage a

public relations problem? (Is it intended to educate, entertain, inform, change behavior or

persuade to buy?)

What is the target audience of this advertisement? Is it easy to identify the target audience?

Can measure the advertisement content against the needs of the viewers? Do the language,

jargon, tone and length fit the temperaments and habits of the listeners?

What is type of the advertisement? (print, online, outdoor, public service, broadcast, product

placement or guerrilla advertising)

2.1. The contents of the advertisement

Review the content and measure it against the goals of the advertising campaign

Describe what is going on in the ad.


http://www.adme.ru/kreativnyj-obzor/sovsem-ne-uzkij-vzglyad-na-reklamu-20211/

http://www.adme.ru/kreativnyj-obzor/samyj-nagrazhdaemyj-v-mire-rezhisser-povtoryajte-po-slogam-thanonchai-sornsrivichai-21044/

http://www.adme.ru/kreativnyj-obzor/samyj-nagrazhdaemyj-v-mire-rezhisser-povtoryajte-po-slogam-thanonchai-sornsrivichai-21044/

http://www.adme.ru/kreativnyj-obzor/kruche-etogo-petchuvana-tolko-sornsrivichaj-23260/

http://www.adme.ru/fotograf/anuchaj-secharanputong-samyj-sumasshedshij-reklamnyj-fotograf-30082/

http://www.adme.ru/fotograf/anuchaj-secharanputong-samyj-sumasshedshij-reklamnyj-fotograf-30082/




70

2.2. Psychological contents

artwork headlines and body (if any) Contact

visuals Or slogan logo

AIDA (Analysis of attention getting devices)

(attention, interest, desire, action)

Common persuasive techniques

(Slogan, Repetition, Bandwagon, Testimonial, Emotional Appeal, Expert Opinion, Loaded words,

etc.)

3. Design of the ad

The visual elements of the ad should match the overall message and tone

Does it need more drama or changes to the design & message?

Are there too many different directions that can confuse customers and make it difficult to

remember the message?

Is the message strong? Has some striking visual graphics been used?

4. Overall Impression of the advertisement

Does it represent a company’s unique selling point? Does it differentiate from other ads?

What emotions does the advert evoke in you?

Is it effective & persuasive enough? Confusing or vague & obscure?, clear? , etc.? Is the ad

pared down to the simplest idea possible to ensure that it is memorable and easy to

comprehend?

Does it fulfill all tasks above successfully?

Can you track the progress of the advertisement?

SUPPLEMENT 2

Linking words and phrases

To State the Reasons

There are different reasons why

There are several explanations for

There are many positive/negative

reasons for

There are some/more/fewer

benefits/disadvantages to

To Give an Opinion

(Why) I believe

I’d like to explain why

Personally

I’d enjoy

I would prefer

I think

In my opinion

As far as I’m concerned

It seems to me

I suggest

To Set Up a Condition

If

Even if

If I could

Whether (or not)

. . . may/might

. . . can be

To Further the Argument

First (of all) . . . Second . . . Third

In addition

There are three reasons why

Similarly

Furthermore

To Summarize/Conclude

In conclusion

Finally

As a result (of)

In summary

To Restate or Repeat

an Argument

To put it differently

To repeat

Namely

That is


71

Moreover

Further

As an example

For instance

What’s more

Not only . . . but also

. . . including

More than

Also

. . . coupled with

Both . . . and

Therefore

To sum up

In other words

To summarize

Then

In brief

On the whole

To conclude

As we have seen

As has been said

In other words

To State Policy

The policy is (that)

To Show Cause/Reason and

Effect/Result

Consequently

Because (of)

Due to

Thanks to

If this occurs, then

Since

For this reason

As a result

Caused by

To Generalize

Overall

For the most part

In general

Generally speaking

By and large

To Show Time

Relationships

Immediately

Then

Later

Afterwards

After

Before

While

During

As soon as

As

Sometimes

Last

Frequently

When

Once

Often

Oftentimes

To Argue/Make a

Suggestion

. . . seems to warrant

. . . contend/s

. . . argue/s

. . . justify/ies

This observation is

supported by

To plead

. . . suggest/s

The suggestion is valid

. . . propose/s

. . . claim/s

. . . state/s

. . . clearly proof enough

If I had the choice

. . . examine/s

. . . assert/s

To Show Contrast/Make an

Exception

Some may argue that

Although

Even though

Whereas

Instead

In contrast

On the one hand

On the other hand

However

In spite of

Despite

To Emphasize

Above all

Obviously

Clearly

Evidently

Actually

In fact

Certainly

Definitely

Extremely

Indeed

Absolutely

Positively

To State the Problem

The problem is (how)

The question is

What is being

asked/challenged

To Show Evidence/Give

an Example

As evidence of

The legitimacy of

Such as


72

Unlike

On the contrary

But

Yet

Rather than

Either

Or

Nor

Neither

Either . . . or

Neither . . . nor

Nevertheless

Nonetheless

Sometimes

Once in a while

Occasionally

Some…other(s)

Other(s)

Often

None

Surprisingly

Unquestionably

Without a doubt

Objectively

In fact

To Show Purpose

In order to

For

So that

So as to

For example

A few of these are

In the case of

In addition

For one thing . . . for

another

To Show Disagreement

. . . object/s (to)

. . . disagree/s with

. . . contradict/s

. . . doesn’t/don’t support

. . . is/are invalid

These arguments, one by one, can be

challenged

. . . is

absurd/ridiculous/unfounded/illogical

. . . not to be taken seriously

. . . has/have no scientific basis

. . . dispute/s

To Choose One Option

over Another

. . . might be the better option

. . . make/s it a better policy

It’s beneficial/better/positive

It’s

detrimental/worse/negative

. . . is true/false

The assertion that…

. . . seem/s to offer strong

arguments for/against

. . . is/are better/worse than

To Show Similarity

Just as

As . . . as

In the same way

Similarly

Likewise

As in/as with/as was/etc.

SUPPLEMENT 3

Business vocabulary DO YOUR BEST!

1. a) Make a guess about meanings of the idiomatic expressions

Idiomatic expressions Meanings

1. Toot One’s Own Horn

2. Stick to One’s Guns

3. Get the Ball Rolling

1. (become involved in too many activities)

2. (persevere)

3. (exert influence)


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4. Mind One’s P’s and Q’s

5. Hang On

6. Give It One’s Best Shot

7. Make Ends Meet

8. Get the Jump on Someone

9. Pull Strings

10. Spread Oneself Too Thin

11. Go to Bat for Someone

12. Duck Soup

4. (easy, effortless)

5. (maintain one’s position)

6. (get the advantage over someone)

7. (pay one’s bills)

8. (help out and support someone)

9. (take care in speech and action)

10. (boast)

11. (try hard)

12. (initiate an action)

b) Listen to the recording where the idiomatic expressions are used in a

context and check your guess. Retell the stories.

c) Use the idioms in a story of your own.

2. Read the text and paraphrase some of the sentences using the

idiomatic expressions

Eg. Determine whether or not the advertisement fulfills its business purpose. = Give it your

best shot for the advertisement to fulfill the business purpose.

The basics of advertising

How to Evaluate an

Advertisement

by Elizabeth Smith, Demand Media

Seeking feedback from others

can help you evaluate an

advertisement.

For many businesses, advertising

helps bring in new customers and

build brand strength. Advertising

space can be expensive; before

sending an advertisement out for distribution, evaluate it carefully to ensure that you are using your

ad budget wisely. Even if you are not an advertising professional, you can judge the suitability of an

ad concept based on the goals of your business and the purpose of the campaign.

Step 1

Determine whether or not the advertisement fulfills its business purpose. Review the content

and measure it against the goals of the advertising campaign: promoting a new product line,

reinvigorating the brand or managing a public relations problem, for example. Clarity is key. If the

ad's message is confusing or vague, it will not be as effective. Make sure the ad is pared down to the

simplest idea possible to ensure that it is memorable and easy to comprehend.

Step 2

Identify the target audience and measure the advertisement content against the needs of the

viewers. Ensure that the language, jargon, tone and length will fit the temperaments and habits of the

listeners. If you are marketing to children, for example, complicated words and long speeches may


74

not be as effective as short copy and bold imagery. If the audience is highly technical or very

specific, bring in representative customers to get their reaction.

Step 3

Watch or read the advertisement and compare it with the other messages your audience

members are getting from competitors and other businesses. Look closely at competitors who are

advertising similar products; if your advertisement does not hold its own, it may need more drama or

changes to the design and message. The advertisement should present your unique selling point in a

way that differentiates it from everyone else.

Step 4

Evaluate the design of the advertisement. Check to make sure that the visual elements of the

ad match the overall message and tone; too many different directions can confuse customers and

make it difficult to remember the message. If you are using bold copy and a strong message, for

example, use striking visual graphics. Test the advertisement on a focus group and gauge [geids]

their reactions. Strong reactions, both positive and negative, can translate to a powerful impact.

Step 5

Track the progress of the advertisement once it has been distributed. Note sales before,

during, and for one or two months after the launch of a new ad campaign and watch for increases.

Measure web traffic, particularly if you are using online advertisements; use an analytics program to

see where visitors are coming from to see if your ads are having an impact. Ask new customers

where they heard about your business, either through an online service, a paper form or in person. If

your advertisement is targeted to a specific product, keep track of any changes in sales. Higher sales,

increased customer inquiries or larger web traffic numbers can indicate a positive response to an

advertisement.

http://smallbusiness.chron.com/evaluate-advertisement-23094.html

3. Find vocabulary units in the first three passages of the text for the

definitions in the chart.

1. To look for smth/smb

2. advice, criticism or information about how good or useful

something or somebody's work is

3. to calculate something exactly

4. the power and influence that somebody/something has

5. to give new energy or strength to something/somebody

6. an idea or a principle that is connected with something abstract

7. producing the result that is wanted or intended; producing a

successful result

8. to form an opinion of the amount, value or quality of

something after thinking about it carefully

9. to understand something fully

10. to make sure that something happens or is definite

11. special, good or unusual and therefore worth remembering or

easy to remember

12. to attract somebody/something to a place or business, etc

13. the quality of being expressed clearly

14. The activity to promote products, services, etc.

15. not clear in a person's mind



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___________________

16. To simplify; to make something easier to do or understand

17. The quality of being appropriate for a particular purpose or

occasion

18. costing a lot of money; charging high prices

19. difficult to understand; not clear

20. the act of giving or delivering something to a number of

people

21. the intention, aim or function of something; the thing that

something is supposed to achieve

22. the money that is available to a person or an organization and

a plan of how it will be spent over a period of time

23. to have a particular role or purpose

4. Follow the model above (TASK 3) to point out the key vocabulary from

the paragraphs ‘Step 3, 4 and 5’

5. Adapt the text; use the definitions

6. Solve the crossword puzzle

Across: 1А: the reason why something is done or used : the aim or intention of something

1Б: The return of information about the result of a process or activity

3: a form providing information, signs or set of primary signals containing information. Usually the

message is sent as an offer or the symbol.

5: positive effect of something; something that is advantageous or good; an advantage

7А: not having a clear shape or form.

7Б: something that you hope to achieve in the future.

9: To form an opinion or estimation of after careful consideration

10: to guarantee or to make safe

11: clearness for understanding; lucidity

12: A general idea derived or inferred from specific instances or occurrences

13: influence (of one thing on another); effect

15: evaluation; article, report, video on smth (product, service, book, play), which criticize or

evaluate the subject

17: very good, enjoyable, or unusual, and worth remembering.

19: The state, property, or quality of being strong.

Vertically: 2А: A trademark or distinctive name identifying a product or a manufacturer.

2Б: a series of actions intended to achieve a particular result relating to politics or business, or a

social improvement.

5: to draw, to conceive and plan design, a term denoting a kind of art-project activities, covering the


76

establishment of industrial products and the formation of a coherent rational objective environment

6: determine, set the quality of something

7: To try to locate or discover; search for.

8: something that you aspire to achieve; a goal

10: if you fulfill a hope, wish, or aim, you achieve the thing that you hoped for, wished for etc.

12А: : producing a result that is wanted : having an intended effect

12Б: someone who buys goods or services from a business

14: To ascertain the origin, nature, or definitive characteristics of.

16: a person, team, company etc. that is competing with another:

1 2 3 4 5 6 7 8 9 10 11 12 13 14 15 16 17

1

2

3

4

5

6

7

8

9

10

11

12

13

14

15

16

17

18

19

20

SUPPLEMENT 4

Discussing a New Ad Campaign


77

1. a) Listen, read and translate the text ‘Discussing a New Ad Campaign’;

focus on the highlighted vocabulary.

Ted works for an advertising agency. He’s presenting to Sam and Lisa, who work for Pacific Beer

Company.

Lisa: Ted would like to run some ideas by us for our new ad campaign.

Ted: Please keep an open mind. Remember that nothing is set in stone yet. We're still just

brainstorming.

Sam: I hope that doesn't mean we're about to hear a lot of half-baked ideas!

Ted: I think you're going to like this. Our idea is to use a black bear as our mascot. Our tagline can

be: "Strong enough to satisfy a bear."

Lisa: It would be great if people would associate our brand with a bear — strong and independent.

That would really improve our brand equity.

Sam: I don't want to throw cold water over your idea, but where did you get the idea for a bear?

Ted: Didn't you hear about that bear at a campground a couple weeks ago? He entered a tent and

drank two dozen Pacific beers! What a great endorsement for Pacific beer!

Lisa: I think we're on the right track with this campaign. The bear should generate lots of buzz.

Everybody will be talking about the bear who loves Pacific beer!

Ted: And here's the icing on the cake: he won't demand an

arm and a leg to plug our product. In fact, we can probably pay him in beer!

Sam: Okay, you've twisted my arm. Let's run with the idea.

Ted: Great. I'll flesh it out some more and touch base with

you in a couple of days.

b) Match the idioms to their meanings:

1. (to) run some ideas by

someone

A. to convince somebody; to talk somebody into doing

something

2. (to) keep an open mind B. an additional advantage; when one good thing

happens, then another good thing happens along

with it

3. nothing is set in stone C. to promote a product; to talk positively about a

product

4. (to) brainstorm D. proceeding in a good way; going in the right

direction

5. half-baked idea E. to elaborate on something; to add more detail to a

plan; to think in more detail about something

6. (to) throw cold water over

(an idea, a plan)

F. to cause many people to start talking about a

product or service, usually in a positive way that

increases sales

7. on the right track G. a lot of money

8. (to) generate lots of buzz H. a slogan; a phrase used to promote a product

9. icing on the cake I. to present reasons why something will not work; to

discourage

10. an arm and a leg J. nothing is decided yet; things can still be changed

11. (to) plug (a product) K. to proceed with an idea

12. (to) twist somebody's arm L. to get in contact with; to make brief contact with

13. (to) run with an idea M. to be ready to accept new ideas and experiences


78

14. (to) flesh out something N. to discuss some new ideas

15. (to) touch base with

someone

O. to think up new ideas; to generate new ideas in a

group

16. tagline P. a stupid or impractical idea or suggestion

c) Comment on the idiomatic expressions in the context; paraphrase the

sentences:

1. Our R&D department has some ideas about how to make our products safer. They'd like to meet

this afternoon to run some ideas by us (NOTE: You will also hear the singular form: to run an idea

by someone).

2. Cathy's new boss starts next Monday. She's heard he's very difficult to work with, but she's trying

to keep an open mind.

3. If you don't like the new product design, we can still change it. Nothing is set in stone yet.

4. When the company started losing market share, the president called a meeting to brainstorm

ways to turn around the business (NOTE: There is also the expression "brainstorming session,"

in which a group gathers to come up with new ideas or to solve a problem).

5. I can't believe we paid that consulting company so much money. We wanted them to help us

grow our business and all they did was give us a bunch of half-baked ideas!

6. Pat presented her boss with a plan to expand their business into China, but he threw cold water

over her plan and told her to just focus on developing business in the United States (NOTE: You

will also hear the variation: to throw cold water on).

7. After years of struggling, Apple Computer is now on the right track by focusing on innovative

products like the iPod.

8. Procter & Gamble generated lots of buzz for its new toothpaste by giving away free samples to

people on the streets of New York City (NOTE: "Buzz" is a popular word for "attention").

9. Alison won $2 million in a sexual harassment lawsuit against her employer. And here's the icing

on the cake: her company will have to pay all of her legal fees too! (NOTE: Icing is the creamy

glaze put on top of a cake to decorate it and make it sweeter. The cake is already good enough —

putting icing on top is something extra which makes it even better).

10. Jack always flies business class to Asia. The plane tickets cost an arm and a leg!

11. American Express often hires famous people to plug their credit cards. No wonder people

pay attention to their ads!

12. Ben didn't want to go to the company Christmas party this year, but Amy twisted his arm and

he ended up having fun.

13. After much discussion, the language school decided to run with the idea of offering a free

class to each potential client.

14. I like your idea of moving our manufacturing facility to China, but your plan doesn't have

any details. Please flesh out your plan and present it at our board meeting next month.

15. "Hi, it's Andy calling from City Style magazine. I'm just touching base with you to see if you

want to buy an ad."

16. Meow Mix, a brand of cat food, has one of the best taglines in history: "Tastes so good, cats

ask for it by name."

D) PRACTICE THE IDIOMS. Choose the best substitute for the phrase or

sentence in bold:

1) Starting a chain of coffee houses in Manhattan is a half-baked idea! There are already more

than enough coffee houses in Manhattan.


79

a) a great idea b) a really bad idea c) an idea that needs some more time in the oven

2) The government is discussing a new proposal to raise the minimum wage, but nothing is set in

stone yet.

a) nothing has been decided yet b) the proposal has been approved c) nothing will ever be decided

3) You don't have to twist the boss's arm. She's already decided to let everybody leave early on

Friday to avoid holiday traffic.

a) convince the boss b) hurt the boss c)ignore the boss

4) Arnold Schwarzenegger has appeared on television commercials in Japan, China, Austria, and

Brazil, plugging products such as vitamin drinks and soup.

a) drinking products b) advertising products c)terminating products

5) Before approaching a bank for a loan, you need to flesh out your business plan.

a) throw out b) present c) add more detail to

6) Buying a new computer system would cost an arm and a leg. Let's just upgrade the system we

already have.

a) a lot of money b) not much money c) a lot of time

7) Paul and Susan make a good living running a bed-and-breakfast in Vermont. Meeting lots of

friendly people is the icing on the cake.

a) easy when you live in Vermont b) how they earn their living c) an additional benefit

8) I like your idea of selling our products by direct mail. Let's run with it.

a) Let's discuss it further. b) Let's proceed with it. c) Let's forget it.

e) Make up dialogues using the idioms.

SUPPLEMENT 5 Vocabulary test 1

Find English equivalents for the following:

выразительная образность, коммерческий аргумент, усиливать, упрощать, урезать,

сокращать; неопределенный, туманный; проверять; прослеживать (регулярно, постоянно);

в конечном итоге; разновидность; принудительный; ясный, прозрачный; практический,

эмпирический; возбуждать (аппетит, интерес); исключительно; повторение, назойливость;

насыщенный; молва; поражать; вычурный, чрезмерно разукрашенный.

Vocabulary test 2

1. The ad has a (подзаголовок) and some title elements as well.

2. The (графические изображения) are a key element of the print advertisement.

3. The great headline doesn’t allow the reader’s eyes to (промчаться стрелой.быстро)

4. The visual elements such as (отступ), pull-quotes, bullet lists help to organize and

emphasize the message of the body of the ad.

5. (Курсив) conveys a slightly different impression upon the intended audience.

6. The logo is (бросающийся в глаза).


80

7. The logo is (гибкий, практичный, легко переходящий от одного к другому).

8. The logo is crisp and (безупречный, безукоризненный, совершенный)

9. The (содержащая только текст) ad has some graphics in the form of decorative bullets.

10. The (наводящий на размышления) logo design can strengthen the brand image and

corporate identity.

11. (Рукописный шрифт) implies a sense of formality and refinement.

12. Thick fonts (провозглашает) strength and power.

13. A concise text (дополняет, служит дополнением) the icon, providing supplemental clarity.

14. The (подпись к рисунку/картинке) is one of the first things most readers look after the

visual.

15. The visual elements such as indentation, (броские цитаты), bullet lists help to organize and

emphasize the message of the body of the ad.

Vocabulary test 3

Find English equivalents:

рекламный слоган, дающий пищу для размышлений, вызывающий чувства, рекомендация

товара, влияние, обширный/далеко идущий, тонкий, еле уловимый, вызывать (чувства);

утаивать, умалчивать; сложное слово; убедительный; неологизм; loanword; краткость;

двусторонний, взаимный; надежность; писать с ошибками; новизна; распространять

(информацию, взгляды); скрытый смысл; в огромной степени, чрезвычайно.

Vocabulary test 4


Любопытсво; уникальность; живо, наглядно; экзотичность; мотивировать, поощрять,

подстрекать; навязчивый; приобретение; гарантировать; краткий, точный; оценочный;

выдающийся, заметный; ультрасовременный; вопросительный; исключать; ответ,

реагирование; разделительный союз, разделяющий; потребление; описательный;

производящий сильное впечатление; точка с запятой; дефис.

Vocabulary test 5


вводить, применять; уместный, соответствующий; утверждение, заявление, предложение;

тщательно разработанный; составлять; программа, сценарий, намётки; прием, средство;

персонифицированный; продукт, товар; мрачный, угрюмый; определять, обозначать;

основательный; очевидно; живописный; несомненно; процветать, преуспевать; применение;

соперничество, состязание; двусмысленность; соотнесенность, связанность; скорость,

быстрота; сине-зеленый цвет; утонченность, изысканность, совершенство; притягательный,

чарующий; горделивый, обладающий чувством собственного достоинства; розовато-

лиловый, сиреневый; яркость, нарядность; подразумевать, намекать.


81

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83

Учебное издание

Войткова Анастасия Николаевна

Фетисова Светлана Анатольевна

Business Communication:

Evaluating an Advertising

Process

Учебное пособие

Печатается в авторской редакции

Подписано в печать 12.12.2013. Формат 60х90/16.

Тираж 50 экз. Поз. плана 58к**. Усл. печ 5,1.

Зак. № 148

Иркутский государственный лингвистический университет

664025, г.Иркутск, ул. Ленина, 8


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640.business communication evaluating an advertising process