1、 To learn to know the definition of advertising To learn to know the ways to advertise To learn to know the techniques of advertising To learn the structure of the text What is advertising? Advertising, the techniques and practices used to bring products, services, opinions, or causes to public noti
2、ce for the purpose of persuading the public to respond in a certain way toward what is advertised. Read the text and find the main idea of each paragraph. Para.1 Para. 2 Para. 3 Paras. 4-6 Para.7 Definition of advertising The relationship between advertising and the mass media The functions of adver
3、tising The ways of advertising work The future of advertising Write a summary of the magazine article. Use the following questions to help you. What is advertising? What is the relationship between advertising and the mass media? What are the functions of advertising？ How does advertising work? What
4、 is the future of advertising? A Advertising refers to the activity of promoting a product or service. That is to say, it tries to persuade you to buy a product or service. The relationship between advertising and mass media is closely linked from the very beginning. Now as media channels have grown
5、 in number and type, advertisements also have grown in number and type. Why a company often launches a mass media advertising campaign? Because it is a perfect vehicle for advertisers. In the future, advertising will be even more about understanding individual customers and sending them advertisemen
6、ts that are tailored to specific needs. Not only will this make them feel more valued and enable them to see things they are most interest in, but it will also help companies target their customers efficiently to have a positive effect on sales. Persuasive Advertising Techniques Strategies That Trul
7、y Work The Bandwagon Appeal Call it The Bandwagon Appeal, Fallacy, or Effect, the term refers to the general mass adopting certain things since other people are doing them as well. Without putting their own beliefs, opinions, and preferences, they follow or agree to purchase products because of its
8、so-called popularity among others. It can be a commercial highlighting on the idea that since everyone uses a particular product, so should you. Many viewers purchase the product so that they also fit in with the general concept or they just assume that “since everyone else is using it, it has to be
9、 good”. This is nothing but a propaganda technique. Thousands of women across the country are using this anti-aging cream. A man applies body spray on his chest and women become attracted to him and cant stay away. Humor These kinds of commercials or showcase of a viewpoint concentrates on making th
10、e viewers laugh. Either with cartoons, sketches, or having a comic undertone, an advertisement is presented. At times, the information of the product or a message is not enough. But the idea behind this is to get the commercial stick in viewers minds in a positive way and influence them into buying
11、it. Portraying a lighter side to an otherwise serious or controversial topic to make people understand an issue in question. The Anti-bandwagon Appeal As the name suggests, the technique is exactly opposite to what The Bandwagon Appeal hopes to achieve. Here, The Anti-bandwagon Appeal tries to take
12、a different route, getting the viewers to think differently, celebrate their own style and individuality, and rebel against what everyone says, does, or buys. The word “individuality” is what theyre hinting at and thats the subliminal advertising message we sometimes see and believe in. here, opinio
13、ns are given chance to voice themselves, intellectual minds arent suppressed, and current controversies are addressed. Magazine advertisement or story where “real” women are photographed and shown in real light rather than using skinny, almost anorexic models. Product Comparison Comparison advertisi
14、ng focuses on presenting two or more products with various specifications. Here, the products are pitted against one another and the negative characteristics are shown. Whether or not the facts or truth is presented, the benefits of a particular product is promoted. Oftentimes, a claim of research i
15、s also included to give the results a more concrete claim. A car company comparing the horsepower and torque with its competitors. A fast food joint comparing the size and cost of its burger with its competitors. Repetition There are advertisements where words, phrases, ideas, opinions, sounds, and
16、even images are repeated in order to make the viewers remember them. This means, whether or not you approve or like a particular advertisement or slogan, if it is repeated enough times or can be heard or read by people on a daily basis, the message will stick with you. Road signs, flyers, billboards, use of colors of a product, and even logos. What is your favorite advertisement? What techniques does it use to promote the product or service? B What is your attitude towards advertising tailored to individual customers needs? Give reasons for your answer.
