44 Unit 03 | See it. Want it. Buy it. The power of advertising How much do you think ads affect you and your buying habits? Discuss with a partner. Examples: I look for special offers before I buy anything. This way, I can save money. If a food product looks really healthy in an ad, I might consider buying it. Talking about advertising Copy the table below into your notebook. Then read the article and add the expressions highlighted in green to the correct categories. SPEAKING 20 LANGUAGE 21 People Where Kinds/Parts What it does advertiser tray print ad promote Ads as far as the eye can see! Add this to the endangered list: white space. Everywhere you look, advertisers seem to be filling every last one of them with logos and slogans. In the US, supermarket eggs have been stamped with the names of television shows, take-away food cartons promote airlines, and even the trays used in airport security lines have been used for advertising. Not surprisingly, a person in the city ends up seeing between 4,000 and 10,000 ads every single day. In the past, advertising executives and marketers tried their best to reach people at home through TV, newspapers or magazines, using print ads with catchy headlines. But consumers have increasingly turned to digital platforms like social media and YouTube for their viewing and reading. Online, advertisers can directly influence what ads people see by watching which websites they visit, what they search for or what they buy. They use algorithms to ‘personalise’ advertising by collecting this user data. Digitalisation has also affected traditional billboards, many of which have been turned into video screens. This allows advertisers to change messages frequently from remote computers. Some of these screens not only show ads but can also inform users about the latest news, and they can even be interactive. For instance, some time ago, an interactive ad for Adidas appeared in New York City. People walking by liked the sign, which looked like a still image of a sneaker until someone walked past it, triggering a motion sensor that sent a spray of miniature sneakers flying. The feeling that ads are everywhere may also be due to the practice of using name-brand items in TV shows and films, a strategy known as product placement. Just watch a James Bond movie with branded cars, watches and suits being featured. This concept is similar to one of the fastest-growing types of advertising: influencer marketing. Companies think of influencer marketing as a loyal customer recommending their brand to thousands of their closest friends. When consumers see their favourite bloggers or internet celebrities wearing cool clothes or trying out a new beauty product, they are likely to purchase those items. Understanding that this is all part of advertising, and knowing when you are being targeted, helps us make smarter choices as consumers. Discuss the different kinds of ads with a partner. Which ones do you find most or least annoying? What other ways can you think of to advertise things to people? SPEAKING 22a b Nur zu Prüfzwecken – Eigentum des Verlags öbv
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