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In an ad, you need to use pronouns properly. As you might know, consumers are usually interested in themselves. So you must direct all your comments at them. Use you, your and yours wherever possible. You can also include we, our and ours throughout your ad, but you should use I, me and mine very sparingly.
Also, it is important to use accurate numbers if possible. For example, %uses for this cell phone\is more likely to attract people's attention than \not sound convincing, use a percentage instead. For instance, if consumers are unlikely to believe that they can make \advertised product, you can tell them they will \a 20 percent increase in sales within the first year\
Moreover, don't use too many adjectives and adverbs: Save these for your poetry and love letters. An ad should contain plenty of verbs to convey a sense of action and urgency so as to encourage consumers to react to the ad promptly.
In finishing your ad, you should tell consumers what you want them to do. For example, \1. T 2.F 3.T 4.F 5.T
VI. Furthering Listening and Speaking Task 1: Banning Cigarette Ads
Nancy: Hey, Robert, what do you think about cigarette ads?
Robert: They’re disgusting. Many countries have banned tobacco ads completely.
Nancy: I heard in the States advertises are not allowed to show young people smoking cigarettes, neither are ads targeted at youth allowed. Robert: But advertises keep finding ways around the law. Some years ago one cigarette ad showed a deer smoking, but it was dressed in a university sweater. Obviously the ad is trying to attract young people.
Nancy: In order to increase sales, they have to make smoking appealing to young people. Make them think it’s cool.
Robert: Right. Cigarette manufacturers need to keep bringing in new customers. The old ones are dying of lung cancer.
Nancy: Good point. Our Student Union should do some publicity against smoking in campus.
Robert: I couldn’t agree more.
1. They have banned tobacco/cigarette ads completely.
2. Advertisers are not allowed to show young people smoking cigarettes. 3. They keep finding ways around the law.
4. They must keep bringing in new customers, as the old ones are dying of lung cancer.
5. IT should do some publicity against smoking on campus. Task 2: An Introduction to Advertising
Advertising has become increasingly specialized in modern times. In today’s business world, supply usually outnumbers demand. There is great competition among different manufacturers of the same kind of product to attract customers to their product. They always have to remind the consumer of the name and the qualities of their product. They do this by advertising. The manufacturers advertise in the newspapers and on posters. They sometimes pay for songs about their product in commercial radio programs. They employ attractive salesgirls to distribute samples. They organizes competitions, with prizes for the winners. They often advertise on the screens of local cinemas.Most important of all, in countries that have television, they have advertisements put into programs that will accept them. Manufacturers often spend large sums of money on advertisements. Sometimes they even spend more on ads than on the products themselves. We usually think so because of the advertisements that say so. Some people never pause to ask themselves if the advertisements are telling the truth. 1.A 2.C 3.B 4.D 5.D Task 3: A Radio Commercial
Are you looking for appliances or furniture to give new life to your home? Look no further! Here at Frontier Furniture, we have everything you need to give your home a new look and feel. Stereos, video machines, refrigerators, dining tables, washers and dryers. You name it; we have it! Low on cash? We have an easy rent-to-own plan that will put you on your favorite sofa tonight. Big color TVs cost only two hundred and twenty-five dollars; digital pianos staring at three ninety-nine ($399);
king size beds from two hundred and fifty dollars. Free delivery on all major appliances.
So come on down to Frontier Furniture. Located downtown two blocks east of city hall, across from Union Square. We’re open daily from 10:00 AM to 9:30 PM. So, come on in, and let us make your dream home a reality. 1.F 2.T 3.F 4.T 5.F Speaking
Influence of a High-Profile Star
Jill: Hey, isn’t that the same jacket the soccer star Roberto wears in that magazine ad?
Robert: The very same one indeed. Even the same color.
Jill: But his would have bigger pockets to hold all the money the company pays him to wear it.
Robert: You’re just jealous. Wait a sec. I’m going to try it on. It seems to fit me pretty well.
Jill: You make me sick. You fall for every ad you see. Robert: Not at all. I want to buy it just because I like it. Jill: Sure you do. It and Roberto. Unit test Part I
Directions: Listen to the short dialogs, and then choose the correct answers to the questions. You will hear the recording twice. After the first playing, there will be time for you to choose the correct answers. Use the second playing to check your answers. 1. (Listen to the audio recording for the question.) A. Because short slogans are refreshing.
B. Because short slogans can catch busy people's attention. C. Because only short slogans are impressive.
D. Because the Coca-Cola company has set a good example.
2. (Listen to the audio recording for the question.) A. The man asks for some money to buy bread. B. The woman spends a lot of money shopping.
C. The woman wants to buy some spring clothes for the man. D. The man is quite angry at the woman not buying him bread.
3. (Listen to the audio recording for the question.) A. Ads should be made by local people.
B. The lipstick ad is more effective in Germany. C. Ads should be adapted for particular places. D. The same ad can be used in various places.
4. (Listen to the audio recording for the question.) A. To show how fast one can buy things with the card. B. To show how much he likes the card. C. To express his disagreement with the woman. D. To express his agreement with the woman.
5. (Listen to the audio recording for the question.) A. She is a loyal customer to Nokia. B. She is a loyal customer to Ericsson. C. She is easily influenced by advertisements. D. She is a tough consumer.
Part II
Directions: Listen to the following recording, and then fill in the blanks with the missing words. You will hear the recording twice. After the first playing, there will be time to write the missing words. Use the second playing to check your answers.
W: So, Mr. Smith, you want to increase ridership on the buses. M: (1), and we hope you can help us.
W: Certainly we can. First, we must (2) of bus travel. M: How do you do that?
W: Well, we'll (3) to see what people really think about taking the bus. We'll investigate (4) and so on. M: Will that work?
W: It works (5). Once we get a profile of (6), we can see who we can (7).
（1） We do
(2) change the image (3) do some surveys (4) different age groups (5) all the time (6) your users (7) target
Part III
Directions: Listen to the following recording, and then choose the correct answers to the questions. You will hear the recording twice. After the first playing, there will be time for you to choose the correct answers. Use the second playing to check your answers.
1. Which of the following is NOT mentioned as a purpose of advertising? A. To encourage listeners to buy a product. B. To persuade readers to support an organization. C. To encourage readers to get rid of a certain idea. D. To persuade listeners to agree with a certain idea.
2. According to the passage, who is most likely to pay for an ad? A. The advertiser. B. An advertising agency. C. The retailer. D. The shop.
3. Which of the following is second in importance?