English Unlimited HAK/HUM 4/5, Schulbuch mit Audio-CD und CD-ROM (mit Handelskorrespondenz)

106 It’s all about advertising 09 LANGUAGE SKILLS EXPLORE EXTRAS In pairs, talk about the different advertising media in the picture. Discuss their respective advantages and disadvantages with regard to:   costs   target groups   reach   … Match the expressions in the box with the advertising media in the picture. Some expressions can be used more than once. banner  brochure  billboard  classified ad commercial  (window/ shop) display hoarding  jingle  pop-up  poster prime time  slogan  TV spot Complete the sentences below with words from 8a in the correct form. Sometimes more than one solution is possible. 1 One of the cheapest forms of advertising is to put a in the paper. 2 A good needs a catchy tune and easy to memorise words. 3 Annoyingly, TV programmes are often interrupted by . 4 Internet are aimed at a specific target audience. 5 broadcast at are the most expensive. 6 contribute to a more colourful environment. Read the information about advertising techniques below. Match 1–7 with a–g. SPEAKiNg 7 a LANguAgE FOCuS 8 Advertising media b a READiNg 9 Advertising media, advertising techniques Most ads combine information with a persuasive element. In the case of new products, the information content (what is the product, shape, size, special features, price range etc.) is more important; the more established a product is, the less important it becomes. As for the persuasive element, various techniques are used: (1) appeal to emotions and feelings (a) seeming contradictions, irony, twisted quotes (2) linguistic features (b) primary colours, smiling faces, flames, nature (3) ‘rational’ arguments (c) pride, patriotism, love, one-upmanship / keeping up with the Joneses (4) colours and images, logos (d) ‘he-man’, ‘super mum’ (5) testimonials (e) facts, figures, statistics, technical terms (6) wit and humour (f) a famous personality or celebrity representing the product (7) gender stereotypes (g) repetition, rhyme, puns, alliteration, unusual spelling, unorthodox grammar What ads can you think of that exploit the above techniques? In newspapers or magazines, look for ads that use one or more of these techniques and bring them to class. Think about current advertisements and commercials. In pairs, choose one and prepare to talk about it. It could be:   an advert on a hoarding at the side of the road or   an online video clip. an advert in a magazine.   a TV or film advert. b c a SPEAKiNg 10 Nur zu Prüfzwecken – Eigentum des Verlags öbv