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UniversitàdiCagliariCorsodiLaureainEconomiaeGes8oneAziendale

CorsodiLaureainEconomiaeFinanza

LinguaInglese LuisannaFodde OlgaDen8 CaterinaCambosu M.AntonieBaMarongiu

a.a.2016/2017

Adver&singEnglishwordsconnectedwith……

WhatwordscometoyourmindwhenthinkingaboutAdver&sing?

https://www.youtube.com/watch?v=nLaH1EcEf4E

https://www.youtube.com/watch?v=NdLsQcYyAcc

Adver&sing

GOODADVERTISINGISGOODFORBUSINESS

Consumers adver8singinforma8onandentertainment.Adver8sersmust crea8veandeffec8veads.Consumersbelievethatadver8singisanintegralpartofeverydayculture:notonlyentertainingandinforma8ve,butREAL!!!

Video:InSardegnayoulivemore

Sardegna, a Myth in the Mediterranean Sea https://www.youtube.com/watch?v=UT3R91HL4ro

TheEnglishlanguageandAdver&sing

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.

TheEnglishlanguageandAdver&sing 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. French attempt at fighting 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.

TheEnglishlanguageandAdver&sing

AlwaysCocaColaCanonyouCanWithVodafoneyoucanDon’ttouchmyBreil I’mlovin’itCARRERAsunglassesErmenegildoZegnaEyewearEmporioArmaniUnderwearSamsoniteFootwearZurich BecausechangehappenzSlogans: Most advertisements use a catchphrase or slogan which becomes associated with the product

TheEnglishlanguageandadver&singUseofcompoundsadjec&ves:top-quality,economy-size,chocolate-flavoured,feather-lightlonger-las9ng.

TheEnglishlanguageandadver&singUse of high degree adjectives (hyperboles) :

Shining Extra-shining luxury Super luxury elegant Incredibly elegant smooth

Fantastically smooth

Adjectives are important in advertising for 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

TheEnglishlanguageandadver&singComparisons 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?

TheEnglishlanguageandadver&singUse of the imperative: “RelaxtheNaturalWay”“WintwoNights!”“GetReadyforSummer!”“Cruisehere!”“Findoutwhy........”; https://www.youtube.com/

watchv=deNRiBQiQ3Q&list=PLC7E651F42B3C340C&index=24

TheEnglishlanguageandadver8singUse 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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Adver8singWordPartnerships:Colloca8ons

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

ADVERTISINGCompletethetablewiththefollowingwords:

Directories persuade promote cinemaRun mailshots place freesamplesCommercials publictransport launch leafletsExhibi8on billboards/hoardings word-of-mouth radioPoint-of-sale posters research sponsorTarget endorsement slogans televisionPress jingles sponsorship publiciseMEDIA METHODS VERBSRadio Jingles Persuade

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

VOCABULARYMARKETINGANDADVERTISINGWriteinthemissingle^ersinthewordsbelow.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

CombinewordsfromAandBtocompletethedescrip&onbelow.Apublic/personal/direct/adver8singBmedia/marke8ng/selling/rela8ons

‘Therearevariousmethodsofsellingstar8ngwiththemostexpensivelikeTVcommercials,radioadvertsandother(1)__________________________.Acheaperwaytosellisthrough(2)__________________________suchasdirectmailwhenyousendoutleafletstopeople’shouses.Face-to-facecontactwiththecustomerisobviouslyimportant.Forexample,(3)____________________________withsalesrepresenta8vescanbeveryeffec8veandit’seasytomeasure.It’smoredifficulttoseeif(4)________________________iseffec8ve.Thisisbecauseit’saboutcrea8nggoodcontactsratherthansellingdirectly.’

1adver8singmedia/2directmarke8ng/3personalselling/4publicrela8ons

Writeintheendsofthewordsinthesesentences.

1 Consump______ofcoffeehasincreasedeveryyearsince1950.

2 Clevermarket_________madedesignercoffeeverypopular.

3 Marketanalys________arewarningthattheeconomydoesn’tlookgood.

4 Didwegettheresultsfromthemarketresearchagen______?

5 CigareBecompaniesomenspons_____sportsevents.

1Consump8on/2marke8ng/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,promo8onandplacearethis.

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,promo8onandplacearethis.

2 BRAND:Thenameofaproductorgroupofproducts.3 ASPIRATIONS:Thehopesandwishesofconsumers.4 CONSUMERS:Thepeoplewhobuyorusetheproducts.5 PITCH:Whatsalesrepsoradvertsdowhentheysellaproduct.

6 LOGO:Thesymbolofacompanyfoundonitsproducts.7 MARKETERS:Thepeoplewhomarkettheproducts.8 ADVERTISE:Topromotetheproduct.9 COMPETITORS:Othercompaniessellingthesameproducts.

Phone8csMatchcolumnAwithcolumnB

A

• marke8ng•  adver8sing•  price•  place•  product•  promo8on•  value•  slogan• media•  brand

B

•  /'mɑrkɪtɪŋ/•  /praɪs/•  /'prɑdəkt/'prʌdɑkt/•  /brænd/•  /prə'məʊʃn/•  /'ædvətaizɪŋ/•  /'medɪə/•  /pleɪs/•  /'væljuː/•  /'sləʊgən/

Phone8csMatchcolumnAwithcolumnB

A

• marke8ng•  price•  product•  brand•  promo8on•  adver8sing• media•  place•  value•  slogan

B

•  /'mɑrkɪtɪŋ/•  /praɪs/•  /'prɑdəkt/'prʌdɑkt/•  /brænd/•  /prə'məʊʃn/•  /'ædvətaizɪŋ/•  /'medɪə/•  /pleɪs/•  /'væljuː/•  /'sləʊgən/

Phone8cs2

/'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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Phone8cs2

/'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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