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

Work in pairs and think of some slogans for the following types of companies and products. You can invent names for them. Writing station: Advertising slogans Slogans must hammer home the message, i.e. they must attract attention, immediately convey the product value and be memorable. 11 Project: Create an advertisement Working in small groups, you are going to create your own advertisement. It will be either in poster format or in video format. Poster advertisement Bring in magazines to cut up. Your group is going to produce a collage with a theme or message. The message could be to inform, to educate or persuade, e.g. a rubbish bin with a stream of consumer products falling into it, with a message of protest about too much materialism. Keep your message short and to the point. • Words with two meanings are often used to make the viewer think. • Humour is very effective in getting the message across. • Brainstorm all the words you know which are related to the topic, • then select the best. The words should add something to the image, not just repeat. For example, don’t label a picture of a cow with the word “cow”. Questions are effective in catching attention, but be sure you are asking • the best question. Statistics can be effective. Choose a suitable picture to illustrate them. • Remember: the right picture is worth a thousand words. • 12 a camera • a car • a TV • an optician’s • a travel agent’s • the Austrian tourist board • 1 Slogans may consist of a few words only: ALWAYS COCACOLA THINK DIFFERENT 2 Imperatives are frequent: JUST DO IT DON’T LEAVE HOME WITHOUT IT 3 We -messages are popular to convey the corporate culture: WE DO EVERYTHING IN OUR POWER  TO PUT YOU FIRST WE TRY HARDER 4 Mission statements or product descriptions: QUALITY IS JOB ONE VIRGINIA IS FOR LOVERS 5 Other frequent linguistic features are: a) Alliterations:  IF ANYONE CAN, CANON CAN DON’T DREAM IT, DRIVE IT b) Rhymes: GET IN TOUCH WITH THE DUTCH SEE THE USA IN A CHEVROLET c) Puns and word plays: WE FIX IT SO IT BRAKES (slogan of a car repair shop) ALWAYS PLEASED TO MEET YOU, ALWAYS MEAT TO PLEASE YOU (slogan of a butcher’s shop) YOU ARE THE SONY OF MY LIFE (slogan that evokes the wellknown song “You are the sunshine of my life”) 160 Nur zu Prüfzwecken – Eigentum des Verlags öbv