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

114 It’s all about advertising 09 LANGUAGE SKILLS EXPLORE EXTRAS Work in groups. 1 Choose a place you know or have been to, which might be suitable for a reception, a meal or a party. 2 Plan a leaflet for the place you have chosen.   What features would you emphasise?   Which of the adjectives in your list could you use to describe it?   Think of sentences you could write using the verbs offer or provide . Work alone and write the leaflet.   Describe the venue.   Emphasise its special features.   Include other relevant details. Write around 250 words.  Writing guide, Leaflet , p. 190. 30 31 Explore reading: Trends in advertising Trends in advertising Due to the pressure on businesses to increase their sales on the one hand and to reduce their costs on the other hand, the role of advertising in the media has become increasingly significant. While companies in former times relied mainly on televised advertisements, today the internet presents the biggest pool of possible customers.  Advertising has always been blamed for being rather stereotypical, since it usually displays quite unrealistic scenarios and images of perfect families, stunningly beautiful people and impossibly cute pets. The depiction of the real world is commonly not thought to be appealing enough to persuade customers to purchase certain products and to choose them over other rivalling brands.  Naturally, the way the two genders are portrayed in advertising has an enormous influence on how we perceive the products presented. Taking a closer look at the role of women in advertising, for example, it becomes obvious that certain types of women with specific characteristics appear more frequently than others.  Despite the fact that a few decades ago women were mainly cast for the role of a housewife, today advertisements tend to depict young, successful businesswomen, who are self-confident and independent. Younger audiences in particular appreciate the changes made, because they find it easier to empathise with characters who try to achieve similar goals, such as professional success or personal well-being. Read the article below, then complete the sentences (1–6) using a maximum of four words. Write your answers in the spaces provided. The first one (0) has been done for you. 32 Nur zu Prüfzwecken – Eigentum des Verlags öbv