Match company slogans 1–8 with qualities A–H. Sometimes more than one answer is possible. A trust C technological E availability G ambition/success B originality D creativity F interest H contact 1 Be different. 4 We guarantee. 7 Keeping you in touch. 2 Solutions for our world. 5 A newspaper, not an old paper. 8 It’s here, wherever you are. 3 Inspired by ideas. 6 Possible is everything. Media task. Work in groups of four. Decide on a well-known service or product and research the following on the internet: ■■ its function and design ■■ the image and qualities it presents to encourage customers ■■ the logo and slogan used to advertise it Present your service or product in class. Each group should talk for about three minutes. Advertising techniques You are going to read an article about how companies name new products. Which of the following statements do you think are true (T), which are false (F)? T F 1 Product names are always created by the developers of the products. 2 Researching the meaning of a name in the languages of the marketing area is essential to avoid embarrassing misunderstandings. 3 A product name describing the purpose of the product helps to reinforce its benefits with the customers. 4 An arbitrary name that doesn’t mean anything specific cannot easily be turned into a brand name. Read the article to check. 12 Speaking 13 a b Reading 14 a b How companies name new products The name is important. It’s the first thing with any product you use or buy or see. You are bombarded by thousands of names every day. In this daily barrage, only the names that are most catchy and trip off the tongue can survive in your memory. So it’s no surprise that companies – especially large ones like Sony or Procter & Gamble – hire naming companies. That is, there are companies that come up with names for things. Cars, lines of yogurt, smartphone apps, small businesses, sodas, movies, and even theories have all been named by professionals. Case study: Photoshop Elements (pse) The word ‘Elements’ took a lot of work. Photoshop was looking to market a less expensive version of its software, which it wanted to market as having all the capabilities of regular Photoshop but without many of the ‘bells and whistles’. Adobe hired Oakland-based naming company Catchword to come up with something. Catchword went through a month-long exploration of every word that might apply: ‘essentials’,‘basics’,‘light’, etc., but they all sounded compromising. Finally, they came up with ‘Elements’, which implies both simplicity and necessity; the parts that are basic but important. 136 Language skills Extras Explore 10 From design to brands Nur zu Prüfzwecken – Eigentum des Verlags öbv
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