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

115 It’s all about advertising 09 LANGUAGE SKILLS EXPLORE EXTRAS Self-assessment discuss brands   !! describe effects and influences   !! talk about the image and qualities of products   !! talk about advertising and marketing   !! describe an advertisement   !! deliver a sales talk   !! write a press release   !! write a leaflet   !! Can you do these things in English? Circle a symbol on each line. üü = I can do this well. ü = I can do this most of the time. !! = I still need to work on this. Unit09  Due to these recent developments, producers involved in the advertising business have also made changes to adverts aimed at older target groups. These changes place an emphasis on how to enjoy a pleasant life after retirement and concentrate on products commonly not needed or used by younger viewers. Nevertheless, the TV spots produced do not portray the actors starring as elderly people who are approaching the end of their lives. On the contrary, a growing number of advertisements shows lively, athletic 60- to 70-year-olds who are only starting to realise how much they still want to achieve.  In addition, recent spots on TV are pleasantly lacking the formerly so strongly emphasised perfection. A strong tendency towards imperfection can be detected, which is a very different approach in comparison to former years. It almost seems as if the audience has grown tired of being reminded what they themselves will most likely never have or be. More realistic advertisements provide us with a sense of comfort and satisfaction, because they leave us room to accept our own weaknesses and problems. Since the pressure of the modern world on all of us is steadily rising, it comes as no surprise that few viewers feel the desire to experience perfection in advertising.  However, the rules change when men form the main target group of a certain commercial. While women are perfectly happy to sympathise with imperfect female actors, men do not necessarily enjoy these new developments and expect to find certain stereotypes fulfilled in advertisements aiming at them. Thus, more and more production companies find themselves torn between meeting the expectations of modern women and still somewhat patriarchal men. 0 The most important medium for advertising is . the internet Q1 People accuse advertisements of . Q2 Too many references to reality might not lead to . Q3 Recent adjustments in advertising especially appeal to . Q4 The main focus of advertisements for older generations is on . Q5 In former times, imperfection . Q6 The gap in men’s and women’s ideas on advertising . Nur zu Prüfzwecken – Eigentum des Verlags öbv