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UniversitàdiCagliariCorsodiLaureainEconomiaeGestioneAziendale

CorsodiLaureainEconomiaeFinanza

LinguaInglese

M.AntoniettaMarongiu

CaterinaCambosu

a.a.2018/2019

AdvertisingEnglishwordsconnectedwith…… Whatwordscometoyourmindwhen

thinkingaboutAdvertising?

https://www.youtube.com/watch?v=NdLsQcYyAcc

https://www.youtube.com/watch?v=B4sT6I1deIc

https://www.youtube.com/watch?v=lmR58_dqLxY

https://www.youtube.com/watch?v=AlQpt67L1es

ADVERTISING

GOODADVERTISINGISGOODFORBUSINESS

Consumers advertisinginformationandentertainment.Advertisersmust creativeandeffectiveads.Consumersbelievethatadvertisingisanintegralpartofeverydayculture:notonlyentertainingandinformative,butREAL!!!

AdvertisingTechniques

Localappeal-Bandwagon(everybodyisdoingit)-Cardstacking(distortingfacts)

Emotionalappeal-Plainfalks-Namecalling-Demonizing-Patrioticappeal-Glitteringgeneralities-Catchyslogans-Snobappeal-Humor

Ethicalappeal-Testimonials-Transfer

RETHORICALTRIANGOLLogosPathosethos

https://www.youtube.com/watch?v=C8qxE_pFJ7U

Advertising

Video:InSardegnayoulivemore

Sardegna, a Myth in the Mediterranean Sea https://www.youtube.com/watch?v=UT3R91HL4ro

TheEnglishlanguageandAdvertising

Visual content and design in advertising have a very great impact on the consumer, but it is language, and the combination of language and images that help people to identify a product and remember it.

TheEnglishlanguageandAdvertising The use of English in advertising all over the world generally makes a positive impact on the consumer. ENGLISH IS AN ATTENTION GATHERER English is still the most frequently used linguistic means in advertising. The French tried to fight this primacy and hegemony (1994, Toubon law) It is more easily understood and remembered by the world's audience, and its flexibility helps enormously those operating in advertising.

TheEnglishlanguageandAdvertising

AlwaysCocaColaCanonyouCanWithVodafoneyoucanDon’ttouchmyBreil I’mlovin’itCARRERAsunglassesErmenegildoZegnaEyewearEmporioArmaniUnderwearSamsoniteFootwearZurich BecausechangehappenzSlogans: Most advertisements use a catchphrase or slogan which becomes associated with the product

TheEnglishlanguageandadvertisingUseofcompoundsadjectives:top-quality,economy-size,chocolate-flavoured,,feather-light,longer-lasting.

TheEnglishlanguageandadvertisingUse of high degree adjectives (hyperboles) :

Shining Extra-shining luxury Super luxury elegant Incredibly elegant Smooth Fantastically smooth

Adjectives are important in advertising, they are used to add prestige and desirability and approval for the consumer/client.

https://www.youtube.com/watch?v=azttKmT0rVc

TheEnglishlanguageandadvertisingComparisons to relate the product to a rival or competitor. In reality, no real comparison is made in advertising. An advertisement for a detergent may say "It gets clothes whiter“…………. but whiter than what?

TheEnglishlanguageandadvertisingUse of the imperative: “RelaxtheNaturalWay”“WintwoNights!”“GetReadyforSummer!”“Cruisehere!”“Findoutwhy........”;

TheEnglishlanguageandadvertisingUse of repetition: advertisements tend to repeat words or ideas. Something repeated frequently is easily remembered. Most often it is the brand name of the product, or some word associated with it.

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WordPartnerships:Collocations

ADVERTISING; MARKETING; PUBLIC; RETAIL; PRICE; PROMOTIONAL;

TECHNIQUES; PROMOTIONS; OUTLETS; RELATIONS; MIX: CAMPAIGN;

Advertising campaign

Advertising campaign Marketing mix Public relations Retail outlets Price promotions Promotional techniques

https://adage.com/article/agency-news/top-15-ad-campaigns-21st-century/2162916#tapproject

AdvertisingTechniques

Localappeal-Bandwagon(everybodyisdoingit)-Cardstacking(distortingfacts)

Emotionalappeal-Plainfalks-Namecalling-Demonizing-Patrioticappeal-Glitteringgeneralities-Catchyslogans-Snobappeal-Humor

Ethicalappeal-Testimonials-Transfer

RETHORICALTRIANGOLLogosPathosethos

https://www.youtube.com/watch?v=C8qxE_pFJ7U

ADVERTISINGCompletethetablewiththefollowingwords:

Directories persuade promote cinemaRun mailshots place freesamplesCommercials publictransport launch leafletsExhibition billboards/hoardings word-of-mouth radioPoint-of-sale posters research sponsorTarget endorsement slogans televisionPress jingles sponsorship publiciseMEDIA METHODS VERBSRadio Jingles Persuade

ADVERTISINGMEDIA METHODS VERBSRadio Jingles Persuade

Press Directories Run

Television Commercials Launch

Word-of-Mouth Sponsorship PublicisePublicTransport Billboards/hoardings SponsorCinema Freesamples PlaceMailshots Endorsement PromoteStreetFurniture Posters(BusShelter,PublicToilets)Leaflets

VOCABULARYMARKETINGANDADVERTISINGWriteinthemissinglettersinthewordsbelow.Theyareallwords

aboutmoney.

1 Ifyoubuytoday,we’llgiveyouatenpercent_i__ou__.

2 Mybankgavemeapersonal_oa_today.

3 Ithinkit’simportantwehelpAfricawithits_e__toothercountries.

4Hewantsanextratenthousandayearandhealreadyhasa_a_a__ofoverahundredthousandayear!

5Howmuchdoyouea__amonth?

6Thetypeofcustomerwewanthasenormous__e__i__power.

7 Myhouseis_o___abouttwohundredthousandpounds.

1discount/2loan/3debt/4salary/5earn/6spending/7worth

CombinewordsfromAandBtocompletethedescriptionbelow.Apublic/personal/direct/advertisingBmedia/marketing/selling/relations

‘TherearevariousmethodsofsellingstartingwiththemostexpensivelikeTVcommercials,radioadvertsandother(1)__________________________.Acheaperwaytosellisthrough(2)__________________________suchasdirectmailwhenyousendoutleafletstopeople’shouses.Face-to-facecontactwiththecustomerisobviouslyimportant.Forexample,(3)____________________________withsalesrepresentativescanbeveryeffectiveandit’seasytomeasure.It’smoredifficulttoseeif(4)________________________iseffective.Thisisbecauseit’saboutcreatinggoodcontactsratherthansellingdirectly.’

1advertisingmedia/2directmarketing/3personalselling/4publicrelations

Writeintheendsofthewordsinthesesentences.

1 Consump______ofcoffeehasincreasedeveryyearsince1950.

2 Clevermarket_________madedesignercoffeeverypopular.

3 Marketanalys________arewarningthattheeconomydoesn’tlookgood.

4 Didwegettheresultsfromthemarketresearchagen______?

5 Cigarettecompaniesoftenspons_____sportsevents.

1Consumption/2marketing/3analysts/4agency/5sponsor

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Read the definitions and write in the missing consonants to make the word.

1 _a__e_i___i_:Product,price,promotionandplacearethis.

2 __a__:Thenameofaproductorgroupofproducts.

3 a__i_a_io__:Thehopesandwishesofconsumers.

4 _o__u_e__:Thepeoplewhobuyorusetheproducts.5 _i___:Whatsalesrepsoradvertsdowhentheysellaproduct.

6 _o_o:Thesymbolofacompanyfoundonitsproducts.7 _a__e_e__:Thepeoplewhomarkettheproducts.

8 a__e__i_e:Topromotetheproduct.

9 _o__e_i_o__:Othercompaniessellingthesameproducts.

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Read the definitions and write in the missing consonants to make the word.

1 MARKETINGMIX:Product,price,promotionandplacearethis.

2 BRAND:Thenameofaproductorgroupofproducts.3 ASPIRATIONS:Thehopesandwishesofconsumers.4 CONSUMERS:Thepeoplewhobuyorusetheproducts.5 PITCH:Whatsalesrepsoradvertsdowhentheysellaproduct.

6 LOGO:Thesymbolofacompanyfoundonitsproducts.7 MARKETERS:Thepeoplewhomarkettheproducts.8 ADVERTISE:Topromotetheproduct.9 COMPETITORS:Othercompaniessellingthesameproducts.

PhoneticsMatchcolumnAwithcolumnB

A

• marketing•  advertising•  price•  place•  product•  promotion•  value•  slogan• media•  brand

B

•  /'mɑrkɪtɪŋ/•  /praɪs/•  /'prɑdəkt/'prʌdɑkt/•  /brænd/•  /prə'məʊʃn/•  /'ædvətaizɪŋ/•  /'medɪə/•  /pleɪs/•  /'væljuː/•  /'sləʊgən/

PhoneticsMatchcolumnAwithcolumnB

A

• marketing•  price•  product•  brand•  promotion•  advertising• media•  place•  value•  slogan

B

•  /'mɑrkɪtɪŋ/•  /praɪs/•  /'prɑdəkt/'prʌdɑkt/•  /brænd/•  /prə'məʊʃn/•  /'ædvətaizɪŋ/•  /'medɪə/•  /pleɪs/•  /'væljuː/•  /'sləʊgən/

Phonetics2

/'bærɪə/ /kən'sjuːmə/[lɔːntʃ] /prə'məʊʃn//'væljəbl/ /ə'piːl//'prɪːmɪəm/ /'ædvətaɪz//'spɑnsə(r)ʃɪp/'spɒn-] /kən'sɪstənsɪ//bɒm'bɑːd/ /'kwɑlətɪ/'kwɒ-/

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Phonetics2

/'bærɪə/BARRIER /kən'sjuːmə/CONSUMER[lɔːntʃ]LAUNCH /prə'məʊʃn/PROMOTION/'væljəbl/ VALUABLE /ə'piːl/APPEAL/'prɪːmɪəm/PREMIUM /'ædvətaɪz/ADVERTIZE/'spɑnsə(r)ʃɪp/'spɒn-] /kən'sɪstənsɪ/SPONSORSHIP CONSISTENCY/bɒm'bɑːd/BOMBARD /'kwɑlətɪ/'kwɒ-/QUALITY

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