Advertising media, advertising techniques In pairs, talk about the different advertising media in the picture. Discuss their respective advantages and disadvantages with regard to: ■■ cost ■■ reach ■■ target group ■■ … Match the expressions below with the advertising media in the picture. Some expressions can be used more than once. Speaking 5 Language focus Advertising media 6 a banner brochure classified ad commercial (window/shop) display prime time pop-up poster jingle slogan TV spot billboard / hoarding Complete the sentences below with words from 6a in the correct form. Sometimes more than one solution is possible. 1 One of the cheapest forms of advertising is to put a in the paper. 2 A good needs a catchy tune and easy to memorise words. 3 Annoyingly, TV programmes are often interrupted by . 4 Internet are aimed at a specific target audience. 5 broadcast at are the most expensive. 6 contribute to a more colourful environment. Read the information about advertising techniques below. Match 1–7 with A–G. b Reading 7 a Most ads combine information with a persuasive element. In the case of new products, the information content (what is the product, shape, size, special features, price range etc.) is more important; the more established a product is, the less important it becomes. As for the persuasive element, various techniques are used: 1 appeal to emotions and feelings 2 linguistic features 3 ‘rational’ arguments 4 colours and images, logos 5 testimonials (celebrity endorsement) 6 wit and humour 7 social status and gender stereotypes A seeming contradictions, irony, twisted quotes B primary colours, smiling faces, flames, nature C pride, patriotism, love, one-upmanship, ‘keeping up with the Joneses’ D he-man, super mum E facts, figures, statistics, technical terms F a famous personality or celebrity representing the product G repetition, rhyme, puns, alliteration, unusual spelling, unorthodox grammar What ads can you think of that exploit the above techniques? In (online) newspapers or magazines, look for ads that use one or more of these techniques and show them in class. b c 114 Language skills Extras Explore 9 It’s all about advertising Nur zu Prüfzwecken – Eigentum des Verlags öbv
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