Table Of ContentCopyright ОАО «ЦКБ «БИБКОМ» & ООО «Aгентство Kнига-Cервис»
А.Н. Войткова
SEDUCING THE MASSES:
ANALYSES OF ADVERTISING
LANGUAGE
Student ………………………………………………………..
Group ………………………………………………………….
Compiled by Voitkova
Иркутск 2013
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Copyright ОАО «ЦКБ «БИБКОМ» & ООО «Aгентство Kнига-Cервис»
ББК 81.43.1 – 923
В 65
Печатается по решению редакционно-издательского совета Иркутского
государственного лингвистического университета
Рецензенты: канд. пед. наук, доцент кафедры рекламы и связей
с общественностью ИГЛУ
Ю.С. Заграйская;
канд. филол. наук, доцент кафедры иностранных языков
для спец.целей ИГЛУ Н.В. Елашкина
Войткова, А.Н.
В65 Seducing the masses: an introduction to advertising world : учеб. пособие/
авт.-сост. А.Н. Войткова. – Иркутск: ИГЛУ, 2013. – 58 с.
Учебное пособие содержит обширный аутентичный практический текстовой и
аудиальный материал по актуальным проблемам рекламной деятельности и направлено на
формирование профессиональной дискурсивной иноязычной компетенции.
Предназначено для студентов среднего (среднепродвинутого) уровня, обучающихся
в вузах с расширенной сеткой преподавания английского языка, а также для студентов 2-
4 курса лингвистического университета неязыковой направления «Реклама и связи с
общественностью».
ББК 81.43.1 – 923
© авт.-сост. Войткова А.Н., 2013
© Иркутский государственный
лингвистический университет,
2013
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Part 1
SEDUCING THE MASSES:
ANALYSES OF ADVERTISING LANGUAGE
Contents
Module 1 Introduction to the world of advertising
Key vocabulary. Derivatives
The Power of advertising
Module 2 Big Business: brand management
Key idea in advertising. Will Anyone Notice the shoes?
Product Policy
Products & Brands
Surplus Society
Brands Names
The two famous brands: Starbucks coffee vs Apple Macintosh
Some other brand names & their policies in the supplement
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Module 3 Globalization
Logomania
Module 4 . Marketing: seducing the masses
Marketing Basics
What is Marketing?
Defining marketing
The centrality of marketing
Market research
Marketing mix
Marketing brands
Market strategies
1. Promotional Tools
Promoting a new project
Promotional strategies
Developing a new product
2. Pan-European advertising
3. International advertising: cultural issues
Supplement 1
Brand names & their policies policies
Apple, Nike, Brats vs Barbie, YouTube, Google, Vespa,
Harley Davidson, Ikea, Wiki
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Module 1 1 Introduction to the world of
advertising
1. A) Listening. Designer goods. What are
'designer goods'? Which famous names can
you think of for these products?
clothes and sportswear accessories…………. (bags, shoes, etc.) ……………
cars and motorbikes …………………..
perfume and cosmetics ……………
B) Check the meaning of the phrases in bold. Which
statements do you agree with? Compare answers.
a "A lot of people in my country want to own these designer goods.
b ''Most people in my country can't afford designer labels."
с ''Sometimes I save up for something really special.'
d "People only want these products because of all the advertising."
e "Products with a famous name are better quality and last longer,
f "products like this are a waste of money - you just pay for the label. Cheaper things are
often just as good,
g "People look better in designer clothes than in cheaper ones."
h "it worries me that people spend so much money on these things, and that they care so
much about possessions.
C) You will hear the people on the left giving their opinions
about these things. What do you think they will say? Are
they for or against designer goods, or do they have mixed
feelings? (Listening 1.1.)
Valerie, 71 a grandmother Nicola, 40 her Rory, 15 Nicola's son
daughter
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D) Listen again, and mark these statements true (T) or false
(F)
a. Valerie has always spent a lot of money on clothes.
b. She always prefers designer products.
c. Nicola is worried about how much money people spend on these things.
d. She thinks cheaper products are usually just as good.
e. Rory thinks people who are obsessed with designer clothes ore stupid.
f. He thinks all trainers and jeans are cool, and look good.
Exercises taken from New Headway Pre-Intermediate, 2004
2.1. a) Brainstorming. Which things generally come under
the heading of “advertising”?
Discuss your ideas in class
b) What is an advertising &
advertisement? Based on the
ideas mentioned in class think
over the definition of what their Advertising
concepts are.
2.2. Key Vocabulary
*advertisement -
1) a notice or announcement in a public medium promoting a product,
service, or event or publicizing a job vacancy;
# advertisements for alcoholic drinks
# We received only two replies to our advertisement
2) (advertisement for informal ) a person or thing regarded as a means of
recommending something; # unhappy clients are not a good advertisement for
the company
Origin: late Middle English (denoting a statement calling attention to something):
from Old French advertissement, from the verb advertir (see advertise ‘turn
toward’)
*advertising - the activity or profession of producing advertisements for
commercial products or services (Oxford American Dictionary)
1) the act of making a company, a product or a service
known to the public; the notices, pictures & short films that a
company uses to tell people about itself & its products:
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# cigarette advertising ;
# How much did we spend on advertising last month?
# Are you easily persuaded by television advertising?
# the company has a huge advertising budget.
# Only ten percent of recruitment adverting (= adverting for people to fill jobs);
# internet / online / television / press/ radio / point of sale adverting;
# an advertising campaign;
# adverting revenue (s) / sales ( Oxford Business English Dictionary)
2) the industry of adverting things to people on television, in newspaper
& magazines, etc: # the adverting business/ sector / industry
# He is in advertising.
# Movie audiences are receptive to advertising
Derivatives
advertise - [trans.] describe or draw attention to (a product, service, or
event) in a public medium in order to promote sales or
attendance
#v a billboard advertising beer # many rugs are advertised as
machine washable
[intrans.] # we had a chance to advertise on television
2) seek to fill (a vacancy) by putting a notice in a newspaper or
other medium
# For every job we advertise we get a hundred applicants
# [intrans.] he advertised for dancers in the trade papers
3) make (a quality or fact) known # Meryl coughed briefly to
advertise her presence
advertiser A company or a person that advertises a product or service. #
She claims that tobacco advertisers target teenagers
advertising A company that plans & designs advertisements for other
agency companies. # She is an executive at a leading New York
advertising agency.
advertising mix (marketing) the different methods that a business uses to
advertise a product, such as television, newspapers, radio, etc: #
The regional press is a vital part of the national advertising mix.
# The internet makes up 2% of the company’s advertising mix.
http://www.lingvo-online.ru/ru
2.3. Listen to the dialogue & write out as many advertising
terms as possible. Consult the dictionary about their
meaning. (Listening 1.2.)
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3. Read through the following quotations
relating to advertising & discuss which
one appeals to you most & why.
1. “The Death of Advertising? I think that’s in the
book of Revelation. It’s the day when people
everywhere become satisfied with their weight, their
hair, their skin, their wardrobe, and their aroma.” -Jef I.
Richards
2. “Advertising: the science of arresting the human
intelligence long enough to get money from it.” -
Stephen B. Leacock
3. “The caterpillar does all the work but the butterfly gets all the publicity”
4. “Advertising is the art of convincing people to spend money they don't have
for something they don't need.”
5. “The man who stops advertising to save money is like the man who stops the
clock to save time”
6. Doing business without advertising is like winking at a girl in the dark. You
know what you are doing, but nobody else does. ~Steuart Henderson Britt
7. What is the difference between unethical and ethical advertising? Unethical
advertising uses falsehoods to deceive the public; ethical advertising uses
truth to deceive the public. ~Vilhjalmur Stefansson, 1964
8. Advertisers constantly invent cures to which there is no disease.
9. I think that I shall never see
A billboard lovely as a tree.
Perhaps, unless the billboards fall,
I'll never see a tree at all. (~Ogden Nash, "Song of the Open Road," 1933)
10. Let advertisers spend the same amount of money improving their product
that they do on advertising and they wouldn't have to advertise it. ~Will
Rogers
11. It used to be that people needed products to survive. Now products need
people to survive. ~Nicholas Johnson
12. Advertising is the rattling of a stick inside a swill bucket. ~George Orwell
13. Advertising is the art of making whole lies out of half truths. ~Edgar A.
Shoaff
14. It is our job to make women unhappy with what
they have. ~B. Earl Puckett.
15. In general, my children refused to eat anything that
hadn't danced on TV. ~Erma Bombeck
16. Our society's values are being corrupted by
advertising's insistence on the equation: Youth
equals popularity, popularity equals success,
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success equals happiness. ~John Fisher, The Plot to Make You Buy, 1968
17. History will see advertising "as one of the real evil things of our time. It is
stimulating people constantly to want things, want this, want that." ~
Malcolm Muggeridge.
http://www.quotegarden.com/advertising.html
Surf the net & find some more quotes on advertising you
like. Comment on their meaning.
4. Render the extract below into English & comment on the
main issue in it.
Говард Рафф — один из основателей
инстшуга Джеф- ферсона — центра обучения
предпринимательству и инвестированию в
США — и издатель финансового бюллетеня,
выступая перед молодыми бизнесменами,
как-то сказал: «В мире успех приходит не к
тому, кто создал самую лучшую в мире
мышеловку. Говорят, что стоит только
создать мьшеловку, которая превзошла бы
все существующие образцы, и люди проторят
тропинку к вашей двери. Это — ерунда! Это — ложь! Сам по себе никто не
придет, если вы не организуете рекламу, которая убедит мир сначала в том,
что вы сделали самую лучшую мышеловку, потом объяснит, как и где ее
можно приобрести, и убедит людей, что им просто необходимо к вам
обратиться. Иногда надо убедить людей и в том, что у них есть мыши. Потом
убедить, что от мышей надо отделаться. Затем надо доказать, что ваша
мышеловка лучше других, и объяснить, чем она лучше. После этого надо
подтолкнуть людей к действию. Но для начала надо привлечь их внимание.
Самое гениальное новаторское изобретение может умереть как идея,
время которой еще не пришло, только потому, что никому не пришло в
голову это изобретение прорекламировать».
В этой, казалось бы, шутливой цитате дана великолепная и очень емкая
формулировка назначения и целей рекламы.
Директ-маркетинг сто лет спустя
http://www.comvay.ru/newspublications/100-let-direkt-marketingu
5. Make up a speech what advertising is for you. Would you
like to work in advertising? What is advertising like in your
specialization?
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6. A) Examine these examples of advertiser's language in
the pictures below. What is each advertisement suggesting
to the consumer?
B) Read the text
THE POWER OF
ADVERTISING
Advertising often uses language and
pictures to make us believe that we
should be ashamed of ourselves for not
buying a certain product for ourselves
or our families. They play on our
feelings, emotions, and especially our
wish to:
Be up-to-date and knowledgeable.
1
Advertisers expect us to believe
what 'the experts' say about their
products. We find expressions like
'a revolution in skin care' or
'scientifically developed'.
Be as good as others.
2
They challenge us to 'keep up to
date', 'keep up with the neighbours', or even 'keep one jump ahead'. The
message is to buy the product if we don't want to be left behind.
Be attractive.
3
Pictures of attractive people are used to draw attention to a product, and the
suggestion is that we will be desirable and socially successful if we use that
product.
Do things well.
4
The idea is that you must buy the product if you want to do your job properly.
Many soap powders are sold through the idea that they 'wash whiter than white',
'remove stains', etc.
Be responsible or act responsibly. Adverts for health foods, environmentally-
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friendly products, and even charities, appeal to the caring side of human nature.
They aim to make us feel guilty if we ignore the appeal.
Have excitement in our lives.
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Pictures of exciting or romantic events are used to suggest that exciting things
happen when we use a particular product.
Be one of the group ... or an individual. Some people like knowing that lots of
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people have chosen the same product, so expressions like 'millions of satisfied
users' are used to reassure them. Sometimes advertisers try to convey the idea
that only 'special' people use their product. They will use expressions like ' a
unique experience'.
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Be shrewd and streetwise.
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We sometimes feel guilty about spending money. Advertisers reassure us and
suggest that we are making a good decision by offering us 'great value',
'mammoth savings', and 'bargains of the century', etc.
c) Which feelings would you play on to sell these products?
washing-up liquid designer jeans glucose 'sports' drink
Which of these adjectives would be most suitable. Why?
best safe gentle free economical new luxury cheap soft
super strong sparkling healthy long-lasting refreshing
d) Produce an advertisement for one of the products.
Research: the aim is to analyze and present examples of adverts to show
which feelings they appeal to. Pay special attention to the combination of
language and illustrations.
Exercises taken from New Streetwise Intermediate, 1998
Module 2 Big business
Branded planet
1. A) How do you decide what items to buy? Complete the
chart.
Advertising Friends Popularity Price Other
clothes
electronics (computer,
stereo, etc.)
car
food
restaurant
B) Think of two or three things that you would like to buy
right now. (It doesn't matter if you can afford them or not.)
How do you find out about each one? Why do you want each
one?
2. Key idea in advertising. Will Anyone Notice the shoes?
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