UNIT 5 Advertising 19-20 Marongiu - unica.it
Transcript of UNIT 5 Advertising 19-20 Marongiu - unica.it
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UniversitàdiCagliariCorsodiLaureainEconomiaeGestioneAziendale
CorsodiLaureainEconomiaeFinanza
LinguaInglese
ChiaraFancelloM.AntoniettaMarongiuEleonoraMamusa
a.a.2019/2020
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ExtendedMarketingMixhttps://www.youtube.com/watch?v=oMZMrnNWY-A
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ExtendedMarketingMixhttps://www.youtube.com/watch?v=oMZMrnNWY-A
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ExtendedMarketingMixhttps://www.youtube.com/watch?v=oMZMrnNWY-A
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PROMOTION
1. Advertising2. PublicRelations3. Sponsorship4. SalesPromotion5. PersonalSelling6. DirectMail7. DigitalContent8. SocialMedia
a. Providingsupportforsomethingorsomeone
b. Whenabusinessusespeopletosellaproduct
c. Anycontentintheformofdigitaldatad. Promotionalstrategyintendedtosell
aproducte. Theprocessofpersuadingapotential
customertobuytheproductf. Websitesandapplicationsusedto
sharecontentg. Relationshipbetweenacompanyand
thepublich. Deliveryofpromotionalmaterialat
home
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PROMOTION
1. Advertising(d)2. PublicRelations(g)3. Sponsorship(a)4. SalesPromotion(e)5. PersonalSelling(b)6. DirectMail(h)7. DigitalContent(c)8. SocialMedia(f)
a. Providingsupportforsomethingorsomeone
b. Whenabusinessusespeopletosellaproduct
c. Anycontentintheformofdigitaldatad. Promotionalstrategyintendedtosell
aproducte. Theprocessofpersuadingapotential
customertobuytheproductf. Websitesandapplicationsusedto
publicizeaproductg. Relationshipbetweenacompanyand
thepublich. Deliveryofpromotionalmaterialat
home
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AdvertisingEnglishwordsconnectedwith……Whatwordscometoyourmindwhenthinking
aboutAdvertising?
Promotionalstrategiesintendedtosellaproduct
https://www.youtube.com/watch?v=NdLsQcYyAcc
https://www.youtube.com/watch?v=B4sT6I1deIc
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Persuasivetechniquesusedinadvertising
https://www.youtube.com/watch?v=B4sT6I1deIc
– Glitteringgeneralities(noartificialflavors)– Symbols(HarleyDavidson)– Transfer(acreditcardforcommonpeople)– Testimonial(anybody’sstory)– Scientificlanguage(andnumbers)– Cardstacking(unprovedstatisticusedtoconvince)– Slogans(especiallyforkids)– Appeals(tosavemoney)
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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.
Visual content Design IN COMBINATION Language
TheEnglishlanguageandAdvertising
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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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AlwaysCocaColaCanonyouCanWithVodafoneyoucanDon’ttouchmyBreil I’mlovin’itCARRERAsunglassesErmenegildoZegnaEyewearEmporioArmaniUnderwearSamsoniteFootwearZurich BecausechangehappenzSlogans: Most advertisements use a catchphrase or
slogan which becomes associated with the product
TheEnglishlanguageandAdvertising
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Useofcompoundsadjectives:top-quality,economy-size,chocolate-flavoured,,feather-light,longer-lasting.
TheEnglishlanguageandAdvertising
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Use 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 https://www.youtube.com/watch?v=AlQpt67L1es
TheEnglishlanguageandAdvertising
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Use of Comparisons 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?
TheEnglishlanguageandAdvertising
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Use of the imperative: “RelaxtheNaturalWay”“WintwoNights!”“GetReadyforSummer!”“Cruisehere!”“Findoutwhy........”
https://www.youtube.com/watchv=deNRiBQiQ3Q&list=PLC7E651F42B3C340C&index=24
TheEnglishlanguageandAdvertising
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Use of repetitions: 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.
TheEnglishlanguageandAdvertising
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WordPartnerships:CollocationADVERTISING; 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
TheEnglishlanguageandAdvertising
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• Compound adjectives• High degree adjectives (hyperboles)• Comparisons• Imperatives• Repetitions• Collocations
TheEnglishlanguageandAdvertising
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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.
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VOCABULARYMARKETINGANDADVERTISINGWriteinthemissinglettersinthewordsbelow.Theyareallwords
aboutmoney.
1 Ifyoubuytoday,we’llgiveyouatenpercentDiSCouNT.
2 MybankgavemeapersonalLoaNtoday.
3 Ithinkit’simportantwehelpAfricawithitsDeBTtoothercountries.
4HewantsanextratenthousandayearandhealreadyhasaSaLaRYofoverahundredthousandayear!
5HowmuchdoyoueaRNamonth?
6ThetypeofcustomerwewanthasenormousSPeNDiNGpower.
7 MyhouseisWoRTHabouttwohundredthousandpounds.
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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.’
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CombinewordsfromAandBtocompletethedescriptionbelow.Apublic/personal/direct/advertisingBmedia/marketing/selling/relations
‘Therearevariousmethodsofsellingstartingwiththemost
expensivelikeTVcommercials,radioadvertsandother(1)
ADVERTISINGMEDIA.Acheaperwaytosellisthrough(2)DIRECT
MARKETINGsuchasdirectmailwhenyousendoutleafletsto
people’shouses.Face-to-facecontactwiththecustomerisobviously
important.Forexample,(3)PERSONALSELLINGwithsales
representativescanbeveryeffectiveandit’seasytomeasure.It’s
moredifficulttoseeif(4)PUBLICRELATIONSiseffective.Thisis
becauseit’saboutcreatinggoodcontactsratherthansellingdirectly.’
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Writeintheendsofthewordsinthesesentences.
1 Consump______ofcoffeehasincreasedeveryyearsince1950.
2 Clevermarket_________madedesignercoffeeverypopular.
3 Marketanalys________arewarningthattheeconomydoesn’tlookgood.
4 Didwegettheresultsfromthemarketresearchagen______?
5 Cigarettecompaniesoftenspons_____sportsevents.
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Writeintheendsofthewordsinthesesentences.
1 ConsumpIONofcoffeehasincreasedeveryyearsince1950.
2 ClevermarketINGmadedesignercoffeeverypopular.
3 MarketanalysSTSarewarningthattheeconomydoesn’tlookgood.
4 DidwegettheresultsfromthemarketresearchagenCY?
5 CigarettecompaniesoftensponsORsportsevents.
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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Persuasivetechniquesusedinadvertising
https://www.youtube.com/watch?v=B4sT6I1deIc
– Glitteringgeneralities(noartificialflavors)– Symbols(HarleyDavidson)– Transfer(acreditcardforcommonpeople)– Testimonial(anybody’sstory)– Scientificlanguage(andnumbers)– Cardstacking(unprovedstatisticusedtoconvince)– Slogans(especiallyforkids)– Appeals(tosavemoney)
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Analysingads
• Glitteringgeneralities:NewYorkCity:theBronx• Symbols:FIAT• Transfer:thiscarisforeverybody• Testimonial:JenniferLopez(shemadeit!)• Appeals:evenI(aLatinofromtheBronx)canaffordit!
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• Compound adjectives• High degree adjectives (hyperboles)• Comparisons• Imperatives• Repetitions• Collocations
TheEnglishlanguageandAdvertising
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Analysingads
• Attractivevisualcontentforkids:glitteringandshiningsetting(aplaystation)
• Attractivelanguageforkids:repetitions(inspeechandinrefrain)
• “everykidisawinner!”“you’rethewinner!”“she’sthewinner!”“they’rewinnertoo!”“andthenextwinnerisYOU!”“everykid’sawinner!”“everykidgetsafreeticket!”“andthenextwinnerisyou!”
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• Glitteringgeneralities:high-standardlife-style(elegant,abitout-of-fashion,sensualmusic,sensuallysoundingvoice)
• Testimonial:anactress• Appeal:Iwishacouldaffordit!(sellingalifestyle)• Language:persuasive,interiormonologue“beauty…outside…inside…sweat”“beautythat’swhat’sinyourmind...that’stheone”
3:11 Dolce & Gabbana
Analysingads
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• Setting:in-doorsbasketballfield
• Glitteringgeneralities:
• Testimonial:
• Appeal:
• Language:
3:50 Nike
Analysingads
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• Setting:in-doorsbasketballfield• Glitteringgeneralities:averyfitandexpertbasketballplayer
• Testimonial:afamousdisabledbasketballplayer
• Appeal:ifIcanmakeityoucan,noexcuses!!!• Language:firstperson,listofexcusesnottoplay,opposition:Ican’tvs.Ican MY FEET HURT!
3:50 Nike
Analysingads
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• Setting:HOME–everydayactions
• Glitteringgeneralities:cartoonsforchildren
• Testimonial:SesameStreetcharacters
• Appeal:youshoulddowhattheydo!
• Language:useofimperative,repetition
ads in the times of Covid 19 https://www.youtube.com/watch?v=Ebtn7hnR6To
Analysingads