МИНИСТЕРСТВО ОБРАЗОВАНИЯ И НАУКИ РФ
ФЕДЕРАЛЬНОЕ ГОСУДАРСТВЕННОЕ БЮДЖЕТНОЕ
ОБРАЗОВАТЕЛЬНОЕ УЧРЕЖДЕНИЕ ВЫСШЕГО
ПРОФЕССИОНАЛЬНОГО ОБРАЗОВАНИЯ
«ИРКУТСКИЙ ГОСУДАРСТВЕННЫЙ
ЛИНГВИСТИЧЕСКИЙ УНИВЕРСИТЕТ»
А.Н. Войткова, C.А. Фетисова
Business
Communication:
evaluating an
advertising process
Учебное пособие
ИРКУТСК
ИГЛУ
2013
1
Стр.1
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 ФГБОУ ВПО «ИГЛУ»
Ю.С. Заграйская
канд. филол. наук, доцент кафедры русского языка,
литературы и языкознания ФГБОУ ВПО «ИГЛУ»
С.О.Коршунова
Войткова, А.Н., Фетисова С.А.
В 65 Business Communication: Evaluating an Advertising Process: учебное
пособие / авт.-сост. А.Н. Войткова, С.А. Фетисова, – Иркутск: ИГЛУ, 2013. –
83 c.
Пособие “Business Communication: Evaluating an Advertising Process” предназначено для
студентов 3-4 курсов направлений «Менеджмент», «Реклама и связи с общественностью»,
«Музееведение». Целью учебного пособия является формирование иноязычной
профессиональной дискурсивной компетенции посредством изучения лингвистических и
экстралингвистических особенностей рекламы. В пособии использованы аутентичные аудио,
видеоматериалы и тексты из разных источников, позволяющие объективно рассмотреть
феномен рекламы как источник профессионально-направленной и культурологической
информации.
ББК 81.43.1 – 923
© авт.-сост. Войткова А.Н., Фетисова
С.А. 2013
© Иркутский государственный
лингвистический университет, 2013
2
Стр.2
Contents
1. The basics of advertising
1.1. What Is The Purpose Of Advertising?
1.2.1. Types of advertising
2. The contents of the ad
2.1. Parts of an ad
2.2.1 AIDA
2.2.2 What are the key persuasive techniques used in consumer
1.2.2. Surrogate Adverting
1.2.3. Public service Adverting
1.2.4. Guerrilla Adverting and Marketing
advertising?
2.2.3 How Design Works To Bring You Customers
Psychology of advertising
2 Analysing television commercials
.3. What is logo?
What Makes a Logo Great?
The Characteristics of a Good Logo Design
What makes bad logos?
2 Types of logos
3. Language of advertising
.4. What makes Advertising slogans?
Types of sticky slogans
4. Experience economy
5. National Peculiarities of advertising
Supplement 1
Linking words and phrases
Supplement 3
Business vocabulary ‘DO YOUR BEST!’
How to Evaluate an Advertisement
Supplement 4
Discussing a New Ad Campaign
Supplement 5
Vocabulary tests
References
Introduction
3
Wording characteristics of English advertising texts
Syntax in English Advertising Texts
Common Rhetorical Devices in English Advertising Texts
Steps how to evaluate an advertisement concept
Supplement 2
3
4
5
8
11
14
15
23
23
26
28
29
33
36
36
37
41
42
44
45
46
48
54
56
61
64
69
70
72
76
79
80
Стр.3
Warm-up
a) Read & discuss the following text in class.
“Advertising - A judicious mixture of flattery and threats.”
― Stephen Leacock
Why Is Advertising so Important to Business?
by Christina Hamlett, Demand Media
The best mousetrap won't catch any
customers if you don't advertise that it exists.
As far back as Ancient Egypt, advertising
has served a critical purpose in the business
world by enabling sellers to effectively
compete with one another for the attention of
buyers. Whether the goods and services your
company provides are a necessity, a luxury
or just a bit of whimsy, you can't rely on a
one-time announcement or word-of-mouth chatter to keep a steady stream of
customers. A strong commitment to advertising is as much an external call to action
as it is an internal reinforcement to your sales team.
http://smallbusiness.chron.com/advertising-important-business-3606.html
b) Think of the question “Are you influenced by Advertising?”
and choose one of the answers.
1. I'm much influenced and base all of my purchases on advertisements I've seen.
2. Frequently I base my purchases on advertisements & commercials
3. Maybe a few times it's influenced me, but I mostly rely on word of mouth
4. No way! I don't trust ads, and I never make purchases based on ads I've seen!
c) Read
“Are you influenced by Advertising?”
When consumers make purchases, they most often are influenced
by something someone said to them much more than any
advertisement. Many people ask around about a product before
they purchase to see if their friends or family have purchased the
item, and to get their recommendations on who to buy it from.
Why don't people listen to advertising?
Because they don't trust advertising.
4
Стр.4
Why not? Advertisements are everywhere. They're constant. They promise one thing,
and deliver another. We've all become so numb to advertising; people for the most
part ignore it! The advertising world is changing, and new advertising methods are
becoming more effective, cost-efficient, and sometimes, free.
d) Vocabulary. Paraphrase the words in bold type. Use them in
sentences of your own.
Part 1
1.1. What's the purpose of
advertising?
Read three texts below &
summarize the ideas in a report.
(I)
What a silly headline. I mean everyone
knows that the purpose of advertising is to sell
stuff, right?
Well, not always. Sometimes it's to get
people to stop doing things (e.g. littering),
start doing things (e.g. voting), and keep
doing things (e.g. being proud and productive
associates).
In any and all events, the purpose of
advertising is to affect viewer and listener
behavior. The real question is, What's the best
way to go about it?
We're going to witness a subset of corporate America's answer to that question
during this Sunday's Super Bowl broadcast, when they display the results of their
collective brain power and combined investment of more than $200 million (the most
expensive real estate on TV).
For many of those advertisers, the viewer behavior desired will be transparent and
really quite simple:
1. Watch, enjoy, and remember the commercial;
2. Write about, talk about, tweet, and otherwise spread the commercial; and,
eventually
3. Consume their stuff.
Most commercials will probably be about nothing. There won't be a compelling
reason to consume their stuff weaved into the ads, since their stuff is pretty much the
5
Стр.5
same stuff as their competitors' stuff; think beverages, salty snacks, and candy bars.
Their solution: Get you to like and remember their brands, so when you walk through
the store you'll (hopefully) reach out and grab a few.
Some advertisers will take a more subtle approach to the aforementioned
strategy by acting as corporate sponsors of various portions of the game; $500k coin
toss anyone? Others will employ a more experiential, sampling strategy; for example
the network (NBC) and various movie studios will broadcast clips and trailers to whet
viewers appetites for their upcoming shows.
Some, most notably automakers, will likely try to wow viewers with artsy
displays of their new products, while others will use celebrities, babies, and animals to
grab viewer's attention while casually highlighting their products' positive attributes
(dot coms readily come to mind).
http://www.acleareye.com/sandbox_wisdom/2012/01/whats-the-purpose-ofadvertising.html
(II)
It’s
an oversimplification to say that the purpose of advertising is to sell a
product. This is certainly true but there are other applications, depending on who the
client or sponsor is. Political parties advertise, as do special interest groups, religious
organizations, government agencies, health care organizations and charities. The
function of some forms of advertising may be solely to inform, to raise awareness.
People can’t make informed choices if they’re not aware of the options available to
them. They can’t utilize resources that they don’t know exist. Public service
announcements, for example, are a form of advertising. Commercial advertising
works to inform as well; "branding” strategy in advertising attempts to create a
positive impression by associating particular qualities with a product. Carefully
calculated language and images are used to stress a product’s desirable qualities as a
means of influencing consumer choice; effective advertising persuades. Reiteration is
used as a means of promoting product recognition. Through repetition, a product
becomes established in the minds of the targeted audience. Most people need to hear
information more than once before they retain it, so reinforcing the message becomes
another reason to advertise. Emphasizing the strong points of a product or service
through advertising benefits a sponsor in another way; it creates a better appreciation
for the product, thus creating added value for the brand. Educating consumers through
advertising creates an easier selling climate for the sponsor because customers are
already familiar with the product. It’s easy to get tired of all the advertising, because
we’re so media-saturated every day. We already had television, radio, newspapers,
magazines, outdoor signage and direct mail. Now in addition we have websites and
text messaging. You have to filter some of it out just to function but it does serve a
purpose for both consumers and providers. It would be a very different, probably
narrower world without advertising.
6
Стр.6
So, The advertising has following purposes:
To attract new buyers and try to expand customer base
To increase the sale of a particular product.
To compete in the market.
To create an organization's recognition among consumers (to create and
maintain a brand identity or brand image).
To promote subsidiary or products manufactured by the same company.
To bring into notice the changes, special offers or current developments of the
interest of the consumers (to communicate a change in the existing product line
to introduce a new product or service).
To carry out public relations and public service program.
To increase the buzz-value of the brand or the company.
(III)
Following are the main purposes
of Advertising.
Giving Information: The first and the
most important purpose of advertisement are
to inform the public about the availability of
new product, service or an idea that is being
sold in the market. This is aimed for creating
a demand for new product and the new
product has to be known to public.
To Persuade: Advertisement not only informs but also serves to influence the
public to buy the product or services. For example a company seeks to induce the
public to buy its particular brand of soap in preference to others.
To Remind: Advertisement also serves to remind consumers of existing
products, that the product may be needed in future and where to buy the product. It is
necessary for the advertiser to constantly draw the attention of consumer to his
product and away from other competitive brands, which may be heavily advertised.
http://www.blurtit.com/q863338.html
b) Discuss which text gives more reliable information.
c1) Watch the video file ‘Admongo – What is the purpose of the
ad’ on the youtube. What ides does it add to the ones
described above?
http://www.youtube.com/watch?v=fDYEmw7JVTo
7
Стр.7
c2) Imagine you are a professional advertiser & you are
delivering a lecture on what the purpose of advertising is. Give
a 2-minute talk.
d) Your vocabulary bank. Think up exercises & fun activities to
practice using the following vocabulary units in their contexts
1. affect view’s behavior
2. transparent
3. consume the products
4. be /have a compelling
reason to consume the stuff
5. take a more subtle approach
6. will toss anyone / toss smb
7. to whet viewer’s appetite for
8. to wow viewers with artsy
display of the products
9. highlight the product positive
attributes
10. to stress the products
desirable qualities
11. carefully calculated
language & image
12. Influence consumer choice
13. Reiteration
14. Be targeted to
15. Be intended to do
16. celebrity
17. Be established in the minds
of the targeted audience
18. Reinforce the message
19. Emphasize the strong points
20. eventually
21. Be media-saturated every
day
22. Outdoor signage
d1) Restore the contexts where these words & phrases were
used. Can you make up another context with the vocabulary.
d2) Explain the meaning of the words & phrases & make the
other students guess the word.
d3) Make up a definition exercise
d4) Make up a row of words having one function & one
more word that is odd. Make the students in your group
find this odd word out.
d5) Make synonyms & antonyms rows of words.
D6) Think up sentences in Russian & get
other student to translate them
1.2. Different Types of Advertising Methods
Below are the types of advertising match the
headlines with the passages.
8
Стр.8
Online Advertising Print Advertising Covert Advertising
Cell Phone & Mobile Advertising Broadcast Advertising
Outdoor Advertising
By Paul Suggett, About.com Guide
Image courtesy of Engin Erdogan
Advertising has evolved into a vastly complex form of communication, with
literally thousands of different ways for a business to get a message to the consumer.
It could be said that cave paintings in some way represented the first forms of
advertising, although the earliest recognized version of what we know as advertising
was done on papyrus by the Egyptians. And in Pompeii, the ruins suggest that
advertising was commonplace.
(1) ………………………………………………………………………
If an advertisement is printed on paper, be it newspapers, magazines,
newsletters, booklets, flyers, direct mail, or anything else that would be considered a
portable printed medium, then it comes under the banner of print advertising.
(2) ………………………………………………………………………
(Television, Radio and the Internet)
A mass-market form of communication
including television and radio, broadcast advertising
has, until recently, been the most dominant way to
reach a large number of consumers.
Television advertisements have been very
popular ever since they have been introduced. The cost
of television advertising often depends on the duration
of the advertisement, the time of broadcast (prime
time/peak time), and of course the popularity of the television channel on which the
advertisement is going to be broadcasted. The radio might have lost its charm owing
to the new age media however the radio remains to be the choice of small-scale
advertisers. The radio jingles have been very popular advertising media and have a
large impact on the audience, which is evident in the fact that many people still
remember and enjoy the popular radio jingles.
(3) ………………………………………………………………………
If you see an advertisement via the Internet (World Wide Web), then it is classified as
online advertising. In fact, there are ads on this very page, and most other websites
9
Стр.9
you visit, as they are the primary revenue driver for the Internet. Learn more about
this vital part of the Internet.
(4) ………………………………………………………………………
(Billboards, Kiosks, Tradeshows and Events)
Also known as out-of-home (OOH) advertising, this is a broad term that
describes any type of advertising that reaches the consumer when he or she is outside
of the home.
The most common examples of outdoor
advertising are billboards, kiosks, and also several
events and tradeshows organized by the company. The
billboard advertising is very popular however has to be
really terse and catchy in order to grab the attention of
the passers by. The kiosks not only provide an easy
outlet for the company products but also make for an
effective advertising tool to promote the company's
products. Organizing several events or sponsoring
them makes for an excellent advertising opportunity.
The company can organize trade fairs, or even exhibitions for advertising their
products. If not this, the company can organize several events that are closely
associated with their field. For instance a company that manufactures sports utilities
can sponsor a sports tournament to advertise its products.
(5) ……………………………………………………………………………..
Advertising in Movies (=Product
Placement Advertising)
Covert advertising is a unique kind of
advertising in which a product or a particular brand is
incorporated in some entertainment and media
channels like movies, television shows or even sports.
There is no commercial in the entertainment but the
brand or the product is subtly( or sometimes
evidently) showcased in the entertainment show.
Some of the famous examples for this sort of advertising have to be the appearance of
brand Nokia which is displayed on Tom Cruise's phone in the movie Minority Report,
or the use of Cadillac cars in the movie Matrix Reloaded.
10
Стр.10