How advertising works
Let’s enjoy two advertisements!
1. Do you like McDonald's better than KFC because of the advertisement?
pers Everywhere On billboards In magazines
At the airport
At the cinema
On buses On the radio
In train stations
Compare the two advertisements,
which one is easier for you to
Obey your thirst.
Things go better with Coca-Cola.
Take time to indulge.尽 情享受吧！
The new digital era
Understanding the advertisements on
A. What is the most common name for H2O? Why did they call it H2O? Water. Because it rhymes with “slow”.
B. What is the purpose of this
advertisement? To encourage people to use water wisely and to save water where they can.
2. Super Shooze A. What group of people is the
advertisement made for?
Young people who like sports, the
latest fashions and like to be part
of a group.
B. What message does the advertisement give? If you wear our shoes you’ll have an exciting life, and be popular and have fun.
C. Do you think the message is true? Give
No, because just wearing a certain
brand of shoes won’t make you exciting, popular or have fun—it takes much more effort than that.
3. Refresh water A. Why are the first two lines written bigger than the rest of the advertisement? These lines appear bigger so that
they are the first thing people notice
about the ad.
B. The advertisement says that when you buy two, they will give you two more at no extra cost. Does this mean the advertiser will lose money on the sale?
No, the advertiser will have worked out a price that will still give him a profit even if he is giving away two bottles free. The advertiser also benefits by selling more bottles than he would have if he hadn’t offered the free bottles.
C. Why do advertisers often use the “Buy one get one free” message? People love a bargain, so they are attracted to free offers and are more likely to buy the product if they think they are getting something for free.
4. Environment A. What does this advertisement encourage you to think? It encourages us to think of the sky,
air and our environment and about
how the environment is being spoiled.
B. What do you think causes air pollution?
Human beings cause air pollution by
burning fossil fuels, such as gas, oil, coal,
etc by using some modern machines, transportation vehicles and also by manufacturing modern products.
C. How else can advertisers make people
more aware of our fragile environment? Tell people more and help them to be more aware of the importance of protecting our environment.
5. “Speeding” and “How fast am I going”? A. Both of these advertisements have the same purpose. What do both ads want people to do?
They want people to stop speeding.
B. Both ads target a certain group of people. Who are they? Drivers. C. If you were a driver, which advertisement would have most effect
on you? Why?
Students give their own answers.
HOW ADVERTING WORKS
Scan the headings of each section and get a general understanding of the text.
Sum up the main idea of each section. Section I (para.1) Section II (para. 2) Section III (para. 3-7) Section IV (para. 8-9) Introduction What is an advertisement?
How do advertisers make effective advertisements?
How effective are advertisements?
Read the text carefully and try to answer the following questions: 1. Who advertises? 2. Why do they advertise? 3. Where do they advertise? 4. How do they decide where to advertise? 5. Does advertising work?
1. Who advertises?
Businesses, individuals, organizations
2. Why do they advertise?
They want to sell something or to
inform or educate the public.
3. Where do they advertise?
On TV and radio, in magazines and
newspapers (also on clothes,
billboards, at sports fields, on buses
and trains, at bus and train stations
and many other places).
4. How do they decide where to advertise? They consider their budget and what medium is most likely to be seen or heard by the target consumer. 5. Does advertising work? Yes and no. People are not usually persuaded by ads to buy things they have no use for. However, ads do change people’s opinions over time.
Read the text carefully and fill in the blanks with proper words. How advertising works What is an An advertisement is a message or announcement advertisement? 1______________________ that informs or influences people.
How advertising works
How do Identify Advertisers 2 identify the target advertisers your _________________ group make target ______ and find out effective as much as possible about them, which advertiseme 3 forms ___________ the basisfor nts? decisions about what type of advertising techniques to use with this group.
How do Appeal to advertisers your target make effective advertisemen ts?
In order to 4 persuade ________ people to do something, advertisements often appeal to our hopes and dreams or our emotions.
How do Use a advertisers suitable make medium effective advertisement s?
As well as reaching the right audience with the right technique, advertisers must also 5____________ place their ads in the right medium _________________ .Obviously, cost will play a big part in this decision.
How effective However good an are advertisement is, advertisements? people 6 ______________ are unlikely to be persuaded if the product is unsuitable for them. On the other hand, being constantly exposed 7______________________ to advertisements can help to change our opinions over time.
What is an ad? 1) Definition (a message or
announcement that intends to inform
or influence people) 2) Means (words, pictures, music, film…) 3) Advertisers (business, individuals, organizations, associations)
How do advertisers make effective ads? 1) Identify the target (find out necessary information about this group) 2) Appeal to the target (hopes, dreams, emotions, desires…) 3) Use a suitable medium
How effective are ads? 1) When there is a need for the product.
2) If the target audience is exposed to
HOMEWORK 1. In pairs, discuss the questions
in Ex 2 on P44. 2. Finish Ex 3 on P45 in pairs.