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we, too, wore or used this product we could share in some of the qualities that
make them popular or famous or glamorous.
Where there is language as well as pictures, the words are often chosen to
make some pattern or play on words. For example, in the advertisement below for
Toyota there are examples of alliteration, where sequential words begin with
the same letter or sound: Today ... Tomorrow . . . Toyota.
Advertisements also make cultural references, which, if you are a 7 part
of that culture, bring to mind other ideas or associations. To make full sense of the
following advertisement, for example, you would need to recognize that the two
women are sisters and famous American tennis stars. You would need to know
that "doubles" is the form of tennis where one pair of players competes against
another pair. You would also need to know that in perhaps hundreds of
American movies and TV shows a character walks to a bar and says "Make mine a
double," meaning a large-size drink.
(Academic Encounters)
7 Read the text and say if the following statements are true or false.
1 Media can hardly exist without advertising.
2 The cost of any adverts, especially on TV, is rather low.
3 There are different tactics used in advertising.
4 Brand name is enough to advertise something.
5 Eye contact is preferable in TV adverts.
6 An image of luxurious lifestyle is never used in advertising.
7 Red colour means passion in all cultures.
8 Adverts with celebrities are more likely to succeed than adverts without them.
9 Alliteration can’t be regarded as an important issue of adverts.
10 You can’t help taking culture into account watching this or that advertisement.
8 Now find the following words in the text. Figure out the meaning of
each word. Tell another pair of students which strategy you used for
each word.
glossy (par. 2)
brand name(par.2)
logo (par. 2)
idyllic (par. 2)
glamorous (par. 5)
sequential (par. 6)
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