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Unit 1: The Ad Game

• Reading strategy• Vocabulary stragety & essential

vocabulary• Striking grammar spot• Reading content• Self-reflection

Reading strategy

Different ways for reading

Pre-reading strategy

Reading strategy

Vocabulary strategy

Reading in Different Ways for Different Purpose

• Scanning : to find specific information.• Skimming : to understand the author’s general idea or ideas.• Reading closely : to pay more attention to the details.

Comparing different ways of reading

Scanning Skimming Reading closely

You need to find the meaning of a word in the dictionary

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You just bought a new VCR. You need to learn how to use it

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You want to find out if your favorite sports term won yesterday

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It’s fifteen minutes before history class, and you just realized that you forgot to read Chapter last night.

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Pre-reading strategy

• Identifying the topic :– A topic is usually a word or short phrase describing the

general subject of the reading. – A topic answers the question: “ What is this reading

about?”– Eg: Title of reading 2: “Basic advertising techniques”

Pre-reading strategy• Using your general knowledge :

– to connect the ideas in the reading to what you already know

about the topic of the reading

– Eg: history – dates, start at the earliest time => move to more

recent timeHistory

Ah , dates, time order

Pre-reading strategy

• Using information about Where a reading is from:

– Where did the reading come from?

– Who did write it?

Where is a reading from?

Pre-reading strategy• Using subtitles to find specific information:

Subtitle Purpose of section

Introduction To give background information about why the research was done

Methodology To describe how the research was done

Findings To give the results of the research

Eg: Reading 3 on page 29

Reading strategy

• Understanding the Use of Examples

• Identifying the Organization of a Reading

• Identifying the Author’s Main Idea

• Identifying Important Ideas in the Reading

Reading strategy

• Understanding the Use of Examples:

Specific example is often easier to understand than abstract

idea.

Eg: Use “Military ad” to show how advertisements were used

to gather workers.

Reading strategy

• Identifying the Organization of a Reading:

Some common types of organization are:

* Problem-solution

* Comparison of two things

* Chronological (time) order

* Cause & effect

Eg: How is reading 1 organized?

Reading strategy • Identifying the Author’s Main Idea:

Two steps can help you find the main idea of a reading :

The main idea is not too general or too specific.

Eg : Reading 2: “Basic advertising techniques” (page20) & question (page 24)

In order to Ask this question

Find the topic “What is this reading about?”

Find the main idea “ What does the author say or believe about the topic?”

Reading strategy • Identifying Important Ideas in the Reading

– Important ideas: support the main idea or offer general

statements about one of the aspects of the main ideas.

– They do not usually give information about specific facts or

examples

– Eg: on page 25

Where are the important ideas?

Vocabulary strategy

1. Using Internal Definitions:

Three words and phrases are often used to signal that an internal definition is coming:– That is ( … product were being mass-

produced, that is, made in large quantities)

– Or (…advertising has gone through several schools of thought, or philosophies)

– In other words (…spoken words are often very emotional, we must first translate them. In other word, we do not see words as reality)

Vocabulary strategy

• Sometimes, an explanation is found between commas or in parentheses.

Ex1: The French have a marketing strategy that sums up position: “Cherchez le

creneau” (Look for the hole”).

Ex2: Early consumer advertising was basically “caveat emptor” (Let the buyer

beware).

• Sometimes, no signal is given. A definition may simply occur later in the

sentence that contains the word.

Ex: Advertiser in the 1960’s changed to a new approach, solf - sell advertising .

Solf - sell depends less on describing the product and more on how the product

will make the consumer feel.

Vocabulary strategy2. Using General Meaning :

Even when the text does not give you an exact definition of a word, you can

often guess the general meaning of the word

Ex: the word “ disturbing” in paragraph 6 (page21)

3. Recognizing Technical Words:

Sometimes specialized vocabulary or technical words and phrases are used in

quotation marks (“ “). These marks show that the author is using these words in

a special way.

Eg: “stopping power” in Reading 3

Essential VocabsWords Definition/ Explanation

Substantiate This type of advertising made all the customers angry and led to laws that required advertisers to substantiate, or prove, their claims

Deceptive In1938, the Federal Trade Commission of the United States government was given the power to protect consumers from deceptive, or untrue, and unfair advertising.

School of thought

Since then, advertising has gone through several schools of thought or philosophies

Segment Everyone use soap. But different soaps are positioned for different segment, that is, parts of the market.

Essential VocabsWords Definition/ Explanation

To Process You must understand how humans process, or work with, information because we do not process information in the same way

Intellectual We process some kinds information intellectually. In other words, we think about the information in order to understand it.

Emotional We process other kinds of information emotionally. That means we use feelings rather than thinking to understand the information.

Symbols; Sounds Thinking processes translate symbols (written words) or sounds (spoken words) into meaning

“Borrowed interest”

A “ borrowed interest” photo is one that seems to connect the product with the photo but is actually unrelated to it.

Essential VocabsExample:

A picture of lovely mountain scene may be used in a cigarette advertisement. (Cigarette have no connection to mountains but the advertiser hopes that readers will make an emotional connection between the two.)

=> The picture of mountain is called “borrowed interest” photo because it seems to connect the product (cigarettes) with the photo (mountain) but is actually unrelated to it.

Note:

To ad = advertise/advertize, advertising, advertisement, advertiser.• To advertise = to call attention to; Syn: To publicize.• Advertising: the business of drawing public attention to goods and services.• Advertisement: public promotion of some product or service.• Advertising Campaign: an organized program of advertisements.• Advertising Department: the division of a business that is responsible for

advertising.

Striking grammar spot

Noun-clause

• A noun clause is the one which

can function as a noun or noun

phrase in a complex sentence

and which begins with

conjunction that (1), an

interrogative word (2) or

conjunctionts if/whether (3).

Noun-clause

•A noun clause can be a subject of a verb:

In these three case, What was being advertised wasn’t products.

•A noun clause can be an object of a verb:

Many advertisers believed that the consumer couldn’t think about more than one point at a time

Noun-clause

•A noun clause can be a subject complement:

One of the first principles that you must understand in advertising is that it is limited in both time and space

•A noun clause can be an object of a preposition:

Mary is not responsible for what Billy did.

•A noun clause (but not a noun) can be an adjective complement:

Everybody is sad that Billy drowned.

Adverbial clause

An adverbial clause is a clause that functions as an adverb•Adverbial clauses of time•Adverbial clauses of reason•Adverbial clause of place

Adverbial-clause

Adverbial clauses of time

In this approach, psychology becomes important, since ads aim at people’s emotion rather than their intellect. ( page13)

Adverbial clauses of reason

I’m better because I’m small ( page 14)

Adverbial clauses of place:

Reading content

Reading 1 : A Very short History Of Advertising

• The beginning of advertising in the west– The first time ad were used in the time of Roman Empire.– Two thousand years later, these same types of ads were still being

used to promote events such as plays and recruiting for the military.

– Advertising remained the same until the early 19th century.

• Ex: Shoes shop advertisement.

=> In these three cases, what was being advertised wasn’t

product. It’s service advertising.

Reading 1 : A Very short History Of Advertising

• Product Advertising in The United States – At the beginning of the 19th century, product advertising began

because for the first time products were being mass-produced.– Law of advertising was born.

Reading 1 : A Very short History Of Advertising

• Hard-Sell Advertising :– The 1940’s and 50’s was

the era of the hard-sell approach in the United States.

– Ads depended on repetition.

– Advertisers believed that the consumer couldn’t think about more than one point at a time.

Reading 1 : A Very short History Of Advertising

• Soft-Sell Advertising :– Advertisers in the 1960’s

changed to a new approach , soft-sell advertising

– Soft-sell depends less on describing the product and more how the product make the consumer feel.

– The idea of positioning.

Reading 2 : Basic Advertising Techniques

• Advertising is limited in both time and space.• It must be get the consumer’s attention, identify the product,

and deliver the selling message

=> In order to do this ad often breaks the rules of grammar, image & even society.

Reading 2 : Basic Advertising Techniques

• Two kind of mental process: intellectually & emotionally– We generally process copy in ads intellectually because

both reading and listening are thinking processes.– The mind also interprets drawing and paintings

intellectually. (drawing and paintings are not the things themselves)

– We process photographs emotionally.

Reading 2 : Basic Advertising Techniques

• Two basic ways of presenting a sales message:

– Intellectual presentation

• Uses ideas to get consumers to buy a product or service

• Has a lot of copy, has few illustrations, and not usually

appear on TV

• If they have any illustrations, they will probably drawings or

paintings

Reading 2 : Basic Advertising Techniques

• Two basic ways of presenting a sales message:

– Emotional presentation

• The ads focuses on the buyer’s social, psychological or

economic needs.

• Some of the most effective ads today are ones that use an

emotional presentation.

Reading 3 : Characteristics Of Good Ads

• Introduction :

– “Stopping power” : the combination of characteristics that makes

readers stop, notice, and read an advertisement.

– How are photographs & illustrations used in effective ads?

– What characteristics and techniques are the most common?

Reading 3 : Characteristics Of Good Ads

• Methodology:– Morgan Advertising Performance Studies are conducted in this way – Reader are asked to look at a magazine when they first receive it .– Two weeks later , they are asked to look at it again.– Researchers then ask them which advertisements they remember

from their first reading .– Researcher may also ask several other questions about the

advertisements articles or editorials in the magazine .– The first 100 answers received are used in the study .

Reading 3 : Characteristics Of Good Ads

Findings:• Photographs and illustrations :

– Size of illustration– Subject of illustration

• Descriptive Copy :Copy has a lot of “ stopping power” ;but, it’s an essential part of advertising because after reader stop to look at the advertisement , they will read the copy to know the benefits of the product.

• Headlines :In addition to the photograph or illustration , the headline is also a key element for getting the reader’s attention .

SELF-REFLECTION

Advertising in our life

Advertising in our life

Role

Influence

The roles of advertising

Important tool in

business

•Tell consumers about products and how the product satisfy themSourc

e of work

•Research team, design team, actors, copywriters, ,…Other

s roles

•Be educational function: ads about cigarette, environment•Makes our life is more beautiful

The influence of advertising in our life

Positive influence

Negative influence

Positive influence

Benefits to companies

• Helps increase sales• Keep old customers, create new customers, and increase brand recognition

Benefits to consumers

• Connect easily to the Company• Have many choices and see the product form their houses than going to the store

Others benefits

• Ads about how bad smoking is for you• Ads about environment

Negative influence• Advertising infuences people’s behavior in a negative way

– How people buy the product• Eg: medicine, beauty product

– How they look at themselves• Eg: some girls want to be thin like girls in ads

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