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Corso di Laurea in Economia e Gestione Aziendale Corso di ... · Radio Jingles Persuade Press...
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UniversitàdiCagliariCorsodiLaureainEconomiaeGestioneAziendale
CorsodiLaureainEconomiaeFinanza
LinguaInglese
M.AntoniettaMarongiu
CaterinaCambosu
a.a.2018/2019
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AdvertisingEnglishwordsconnectedwith…… Whatwordscometoyourmindwhen
thinkingaboutAdvertising?
https://www.youtube.com/watch?v=NdLsQcYyAcc
https://www.youtube.com/watch?v=B4sT6I1deIc
https://www.youtube.com/watch?v=lmR58_dqLxY
https://www.youtube.com/watch?v=AlQpt67L1es
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ADVERTISING
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GOODADVERTISINGISGOODFORBUSINESS
Consumers advertisinginformationandentertainment.Advertisersmust creativeandeffectiveads.Consumersbelievethatadvertisingisanintegralpartofeverydayculture:notonlyentertainingandinformative,butREAL!!!
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AdvertisingTechniques
Localappeal-Bandwagon(everybodyisdoingit)-Cardstacking(distortingfacts)
Emotionalappeal-Plainfalks-Namecalling-Demonizing-Patrioticappeal-Glitteringgeneralities-Catchyslogans-Snobappeal-Humor
Ethicalappeal-Testimonials-Transfer
RETHORICALTRIANGOLLogosPathosethos
https://www.youtube.com/watch?v=C8qxE_pFJ7U
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Advertising
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Video:InSardegnayoulivemore
Sardegna, a Myth in the Mediterranean Sea https://www.youtube.com/watch?v=UT3R91HL4ro
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TheEnglishlanguageandAdvertising
Visual content and design in advertising have a very great impact on the consumer, but it is language, and the combination of language and images that help people to identify a product and remember it.
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TheEnglishlanguageandAdvertising The use of English in advertising all over the world generally makes a positive impact on the consumer. ENGLISH IS AN ATTENTION GATHERER English is still the most frequently used linguistic means in advertising. The French tried to fight this primacy and hegemony (1994, Toubon law) It is more easily understood and remembered by the world's audience, and its flexibility helps enormously those operating in advertising.
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TheEnglishlanguageandAdvertising
AlwaysCocaColaCanonyouCanWithVodafoneyoucanDon’ttouchmyBreil I’mlovin’itCARRERAsunglassesErmenegildoZegnaEyewearEmporioArmaniUnderwearSamsoniteFootwearZurich BecausechangehappenzSlogans: Most advertisements use a catchphrase or slogan which becomes associated with the product
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TheEnglishlanguageandadvertisingUseofcompoundsadjectives:top-quality,economy-size,chocolate-flavoured,,feather-light,longer-lasting.
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TheEnglishlanguageandadvertisingUse of high degree adjectives (hyperboles) :
Shining Extra-shining luxury Super luxury elegant Incredibly elegant Smooth Fantastically smooth
Adjectives are important in advertising, they are used to add prestige and desirability and approval for the consumer/client.
https://www.youtube.com/watch?v=azttKmT0rVc
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TheEnglishlanguageandadvertisingComparisons to relate the product to a rival or competitor. In reality, no real comparison is made in advertising. An advertisement for a detergent may say "It gets clothes whiter“…………. but whiter than what?
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TheEnglishlanguageandadvertisingUse of the imperative: “RelaxtheNaturalWay”“WintwoNights!”“GetReadyforSummer!”“Cruisehere!”“Findoutwhy........”;
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TheEnglishlanguageandadvertisingUse of repetition: advertisements tend to repeat words or ideas. Something repeated frequently is easily remembered. Most often it is the brand name of the product, or some word associated with it.
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WordPartnerships:Collocations
ADVERTISING; MARKETING; PUBLIC; RETAIL; PRICE; PROMOTIONAL;
TECHNIQUES; PROMOTIONS; OUTLETS; RELATIONS; MIX: CAMPAIGN;
Advertising campaign
Advertising campaign Marketing mix Public relations Retail outlets Price promotions Promotional techniques
https://adage.com/article/agency-news/top-15-ad-campaigns-21st-century/2162916#tapproject
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AdvertisingTechniques
Localappeal-Bandwagon(everybodyisdoingit)-Cardstacking(distortingfacts)
Emotionalappeal-Plainfalks-Namecalling-Demonizing-Patrioticappeal-Glitteringgeneralities-Catchyslogans-Snobappeal-Humor
Ethicalappeal-Testimonials-Transfer
RETHORICALTRIANGOLLogosPathosethos
https://www.youtube.com/watch?v=C8qxE_pFJ7U
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ADVERTISINGCompletethetablewiththefollowingwords:
Directories persuade promote cinemaRun mailshots place freesamplesCommercials publictransport launch leafletsExhibition billboards/hoardings word-of-mouth radioPoint-of-sale posters research sponsorTarget endorsement slogans televisionPress jingles sponsorship publiciseMEDIA METHODS VERBSRadio Jingles Persuade
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ADVERTISINGMEDIA METHODS VERBSRadio Jingles Persuade
Press Directories Run
Television Commercials Launch
Word-of-Mouth Sponsorship PublicisePublicTransport Billboards/hoardings SponsorCinema Freesamples PlaceMailshots Endorsement PromoteStreetFurniture Posters(BusShelter,PublicToilets)Leaflets
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VOCABULARYMARKETINGANDADVERTISINGWriteinthemissinglettersinthewordsbelow.Theyareallwords
aboutmoney.
1 Ifyoubuytoday,we’llgiveyouatenpercent_i__ou__.
2 Mybankgavemeapersonal_oa_today.
3 Ithinkit’simportantwehelpAfricawithits_e__toothercountries.
4Hewantsanextratenthousandayearandhealreadyhasa_a_a__ofoverahundredthousandayear!
5Howmuchdoyouea__amonth?
6Thetypeofcustomerwewanthasenormous__e__i__power.
7 Myhouseis_o___abouttwohundredthousandpounds.
1discount/2loan/3debt/4salary/5earn/6spending/7worth
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CombinewordsfromAandBtocompletethedescriptionbelow.Apublic/personal/direct/advertisingBmedia/marketing/selling/relations
‘TherearevariousmethodsofsellingstartingwiththemostexpensivelikeTVcommercials,radioadvertsandother(1)__________________________.Acheaperwaytosellisthrough(2)__________________________suchasdirectmailwhenyousendoutleafletstopeople’shouses.Face-to-facecontactwiththecustomerisobviouslyimportant.Forexample,(3)____________________________withsalesrepresentativescanbeveryeffectiveandit’seasytomeasure.It’smoredifficulttoseeif(4)________________________iseffective.Thisisbecauseit’saboutcreatinggoodcontactsratherthansellingdirectly.’
1advertisingmedia/2directmarketing/3personalselling/4publicrelations
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Writeintheendsofthewordsinthesesentences.
1 Consump______ofcoffeehasincreasedeveryyearsince1950.
2 Clevermarket_________madedesignercoffeeverypopular.
3 Marketanalys________arewarningthattheeconomydoesn’tlookgood.
4 Didwegettheresultsfromthemarketresearchagen______?
5 Cigarettecompaniesoftenspons_____sportsevents.
1Consumption/2marketing/3analysts/4agency/5sponsor
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Read the definitions and write in the missing consonants to make the word.
1 _a__e_i___i_:Product,price,promotionandplacearethis.
2 __a__:Thenameofaproductorgroupofproducts.
3 a__i_a_io__:Thehopesandwishesofconsumers.
4 _o__u_e__:Thepeoplewhobuyorusetheproducts.5 _i___:Whatsalesrepsoradvertsdowhentheysellaproduct.
6 _o_o:Thesymbolofacompanyfoundonitsproducts.7 _a__e_e__:Thepeoplewhomarkettheproducts.
8 a__e__i_e:Topromotetheproduct.
9 _o__e_i_o__:Othercompaniessellingthesameproducts.
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Read the definitions and write in the missing consonants to make the word.
1 MARKETINGMIX:Product,price,promotionandplacearethis.
2 BRAND:Thenameofaproductorgroupofproducts.3 ASPIRATIONS:Thehopesandwishesofconsumers.4 CONSUMERS:Thepeoplewhobuyorusetheproducts.5 PITCH:Whatsalesrepsoradvertsdowhentheysellaproduct.
6 LOGO:Thesymbolofacompanyfoundonitsproducts.7 MARKETERS:Thepeoplewhomarkettheproducts.8 ADVERTISE:Topromotetheproduct.9 COMPETITORS:Othercompaniessellingthesameproducts.
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PhoneticsMatchcolumnAwithcolumnB
A
• marketing• advertising• price• place• product• promotion• value• slogan• media• brand
B
• /'mɑrkɪtɪŋ/• /praɪs/• /'prɑdəkt/'prʌdɑkt/• /brænd/• /prə'məʊʃn/• /'ædvətaizɪŋ/• /'medɪə/• /pleɪs/• /'væljuː/• /'sləʊgən/
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PhoneticsMatchcolumnAwithcolumnB
A
• marketing• price• product• brand• promotion• advertising• media• place• value• slogan
B
• /'mɑrkɪtɪŋ/• /praɪs/• /'prɑdəkt/'prʌdɑkt/• /brænd/• /prə'məʊʃn/• /'ædvətaizɪŋ/• /'medɪə/• /pleɪs/• /'væljuː/• /'sləʊgən/
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Phonetics2
/'bærɪə/ /kən'sjuːmə/[lɔːntʃ] /prə'məʊʃn//'væljəbl/ /ə'piːl//'prɪːmɪəm/ /'ædvətaɪz//'spɑnsə(r)ʃɪp/'spɒn-] /kən'sɪstənsɪ//bɒm'bɑːd/ /'kwɑlətɪ/'kwɒ-/
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Phonetics2
/'bærɪə/BARRIER /kən'sjuːmə/CONSUMER[lɔːntʃ]LAUNCH /prə'məʊʃn/PROMOTION/'væljəbl/ VALUABLE /ə'piːl/APPEAL/'prɪːmɪəm/PREMIUM /'ædvətaɪz/ADVERTIZE/'spɑnsə(r)ʃɪp/'spɒn-] /kən'sɪstənsɪ/SPONSORSHIP CONSISTENCY/bɒm'bɑːd/BOMBARD /'kwɑlətɪ/'kwɒ-/QUALITY
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