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ADVERTISING (1) First of all, an advert has to be attention-grabbing and powerful. You need a strong image that is eye-catching, a catchy slogan, a joke or something shocking. In advertising we talk about the AIDA formula. A is for attention. I is for interest. D is for desire. A is for action. An ad needs to do more than get our attention. It also has to be effective and persuasive. It must get us interested, make us want the product and motivate us to go out and buy it.Michael Hamilton, advertising executive(2) Advertising has changed over the years. Adverts are no longer purely informative and focused on the product. Many of the adverts that we see today are short stories telling inspirational tales that are often witty, humorous and sophisticated. People do not want to remember that life can be dull. They want to see something original and creative. The adverts take away the ordinariness of everyday life and take us to somewhere exotic or romantic.Miranda Hoyles, head of US advertising agency(3) Many people talk about advertisements that are exciting and intriguing. But for me, an instantly recognizable logo is really important. Good logos have been built up so they are recognizable. Part of what makes a good advert is a clear symbol that people immediately identify with the company. A good slogan also helps you make a connection. ‘The real thing’ makes you think of Coca-Cola immediately. It’s also important that your slogan does not become irritating.Christie Peterson, illustratorAre these statements true or false?a) Michael Hamilton says that adverts must attract attention and be persuasive. b) He also states that an advert should encourage us to buy the product it is advertising. c) Miranda Hoyles states that adverts nowadays are different from years ago. d) Hoyles also says people like adverts that reflect everyday life. e) Christie Peterson focuses on slogans and logos. f) She says that excitement is more important than the image of the company.Which opinion do you agree with the most?Which opinion(s) might these ideas for ads illustrate?a) a fast car chase with lots of action.b) an ad with a clever use of words.c) an ad set on a beautiful island.-----------------------------------------------------------------------------------------------------------------------------------------------------------Find adjectives in the texts which mean the following:a) Attracting your attention because it is easily remembered.b) Very noticeable.c) Amusing and enjoyable, easy to remember.d) Very bad, upsetting.e) Works well and produces the results you want.f) Able to make people do or believe something.g) Funny and clever.h) Not interesting or exciting.i) Imaginative, using completely new and different ideas.j) Unusual and exciting because it comes from a distant country.Match the words connected with advertising with their meaningsSponsorship / Commercial / Promote / Misleading / Slogan / Endorse / Logoa) An ad on TV or on the radio.b) Financial support a company gives in order to get publicity for themselves.c) A short phrase that is easy to remember.d) To say publicly that you support or approve of something.e) Giving the wrong idea or impression.f) Special design/symbol that a company puts on all its products or adverts.g) To try to sell a product, e.g. by special advertising.READINGMost advertising in ancient times was word-of-mouth, that is, people liked something and told others about it. But even then, people advertised by putting inscriptions on walls or using papyrus, for example to display political slogans, to offer household goods for sale or to advertise things they had lost or found. Many traces of these advertisements have been found in Rome, Greece, in the ruins of Pompeii, in parts of Asia, Africa and South America.TechniqueDefinitiona- Testimonials1- This technique provides the audience with survey results and statistical evidence. b- The bandwagon effect2- The people in the advertisements are celebrities or experts using the product.c- Glittering generalities3- This advertisement tries to get you to want the product because everyone else wants it.d- Emotional appeal4- Advertisers use appealing words without giving any concrete idea about what is being advertised.e- Plain folks appeal5- This advertisement influences customers to buy the product or service through their emotions.f- Scientific appeal6- This technique aims at attracting the masses by using common people to advertise a product. Printing developed in the 15th and 16th centuries, and this increased the forms of advertising. Handbills – small printed notices and advertisements – became common, then, by the 17th century, advertisements started appearing in weekly newspapers in England, including classified ads for personal goods and services. In the 19th century mail order catalogues appeared, promoting all kinds of goods. Finally, the 1960s were a key period in the development of advertising. Advertisements became more creative and more interesting. Also, they began to draw attention to the ‘unique selling points’, the USPs of products. These are the qualities that make a product different from competitors’ products. These days, advertisers have come up with new ways of promoting their products. For example, product placement is now common. This is advertising in TV programmes or films by having a character, preferably played by a famous actor, use a particular product. For example, Tom Cruise’s character in the movie, Minority Report, had a computer with the Nokia logo on it, and his watch was clearly made by Bulgari. James Bond movies are, in some respect, one long ad for vodka, watches and cars. Twenty companies will see their products in the new Bond film, having paid $70m (?44m) for the privilege. 007 has changed his vodka brand and ditched his Rolex watch, and, after driving BMWs in his last three films, he is back behind the wheel of an Aston commercials are a very effective medium for advertisers, though these are very expensive. If an organization wants to have a 30-second TV ad during the annual Superbowl game in the United States, they have to pay about 2.5 million.Perhaps the most interesting development is the use of famous personalities to endorse a product. The basketball player, Michael Jordan, endorsed Nike products and wore them while playing. David Beckham, the football player, endorsed Police sunglasses.Getting well-known personalities to endorse a product can be very expensive, but endorsements certainly increase a product’s sales, especially if the personality has a positive image in the eyes of the public.What sort of things were advertised in ancient times?What effect did printing have on advertising?Which statements are true about the 1960s?a) People used more imagination when making advertisementsb) Advertisements gave much more informationc) Advertisements focused more on the special features of productsWhat is a USP? Why is it important for a new product to have a USP??Find words and phrases in the text that mean the following.a) De bouche à oreillee) Attirer l’attentionb) L’imprimerief) Un concurrentc) Un prospectusg) Augmenter les ventesd) Les petites annonces ................
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