Make Your Way 7, Schulbuch mit Audio-CD und CD-ROM

1 _________________________________ One of the oldest and most common types of advertising. The basic tools are either a short snappy slogan or a catchy jingle or, for maximum effect, both. The idea is that by playing these continually throughout the advert, the message will creep inside the brain and before they know it, your customers will be singing your tune all the way to the shops. Very popular in radio adverts. 2 ___________________________________ A particularly popular form of advertising these days. The idea is simple: take a famous person, pay them millions of dollars to say how wonderful your product is and hope their image is enough for you to at least recoup your money in additional sales. This one is always a bit of a risk because you never know exactly what famous people are going to do next and if you are really going to want to be associated with them forever. 3 ___________________________________ A form of advertising that is used a lot in big Hollywood blockbusters and in TV soap operas. The idea is to get Spiderman or James Bond to drink Coke or Pepsi (whoever is willing to pay the most basically) every few minutes. There’s no direct reference but then the message makes its way into the audience’s brains subliminally. A great one for film direc- tors who are getting seriously over budget. 4 _______________________________ There’s nothing like a brainy-looking man in a white coat and glasses to convince an audi- ence of housewives (or househusbands) how effective a product is. They even use compu- ter-generated graphics to show us exactly how the soap powder attacks and destroys those dirt molecules. A popular way of selling any kind of cleaning product. 5 ________________________________ Perhaps the most basic form of advertising. Show your public all the good things that will probably happen to them if they adopt your product. So, instead of coughing up their lungs from all that’s bad inside a cigarette, we see smokers happily jumping off mountains on hang-gliders and then walking off into the sun- set with the prettiest girl (who doesn’t mind his bad breath because she smokes too) – well, that was until most governments banned cigarette advertising. However, the idea can still be seen in many other adverts. 6 _________________________________ This one works by breaking all the rules. So, instead of saying how great your product is, just say it’s average (Citroën used to announce that their 2CV “had as many wheels as a Porsche”). Instead of saying what a bargain your product is, tell us how much it costs (Stella Artois are always quick to tell us how “refreshingly expensive” their beer is). Of course, these days _______________ is just as much a part of the advertising establish- ment as all the other types of advertising, so the name no longer makes much sense. 7 _________________________________ The infomercial – one of the greatest inven- tions in recent advertising history and a great way of using up all that empty airtime on cable TV. Just put out adverts that last for hours and tell you everything you need to know about the product. You know, for products like knives that cut through everything or CD collections containing the greatest hits from the 1970s. The ads run forever and keep flash- ing up phone numbers for you to ring. You can, of course, turn off the TV and go to bed. 8 _______________________________ When you hit on a good idea that really catches the imagination of the public, why use it only once when you can extend it forever like a never-ending soap opera? When the advertisers get it right, this type of advert can really work and get the audience all excited about what’s going to happen next or how they’re going to develop the idea in new directions. Work in small groups. Think of an example for each category. What other techniques can you think of? 153 3 Compact unit 3: Advertising Nur zu Prüfzwecken – Eigentum des Ve lags öbv