45 Word families: Advertising Copy this table in your notebook, add expressions from the article and complete as many categories as you can. Then compare your results in class. LANGUAGE 23 Noun (abstract idea) Noun (person doing it) Verb Adjective advertising advertiser advertise advertising/-ed You are going to listen to the beginning of an interview with a marketing expert. First make sure you understand all of the expressions below. Then, while listening, write down words that are used in connection with these expressions. After having listened twice, use the expressions and your notes to retell what you’ve heard. universal pleasure remember information damsel in distress brave hero create anxiety You are going to listen to the second part of the interview now. First you will have 45 seconds to study the task below, then you will hear the recording twice. While listening, answer the questions (1–6) using a maximum of four words. Write your answers in the spaces provided. The first one (0) has been done for you. After the second listening, you will have 45 seconds to check your answers. 0 When was this kind of advertising strategy first used? in the 1910s 1 What emotion did the ads want to create? 2 What was the problem the Listerine ad claimed to solve? 3 What was the expected consequence of the woman’s problem in the ad? 4 How did the campaign affect the company that makes Listerine? 5 What kinds of companies use these strategies today? 6 Why do these strategies work well with social media influencers? Do the following tasks with a partner, then share your results in class. 1 How does fear-based marketing work? Summarise what you’ve learned so far. 2 How can we protect ourselves from falling for this strategy? Try to come up with some ideas. Digital storytelling: Try to tell your own ‘marketing story’. Remember, you need to show how someone is affected by a problem and then introduce the magic solution they need to buy. Example: Someone always buys presents for others that they don’t like? So they clearly need your app that tells them what to buy! Now they use your app and have lots of friends … LISTENING 24a 09 b 10 Storytelling in advertising SPEAKING 25 WRITING + SPEAKING 26 Nur zu Prüfzwecken – Eigentum des Verlags öbv
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