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3. Emotional appeal. Advertising often appeals to basics such as mother-
love,femininity,manliness.
4. Scientific authority. Sometimes the advert shows a person in a white coat
(i.e. a scientist) telling us about the product. More often it mentions
“miracle ingredients” or “scientific testing” to persuade us.
5. Comparison. The advert lists the qualities of a product in direct
comparison with the rival products.
6. An appeal to fear or anxiety. This type is similar to 3, but works on our
fears.
7. Association of ideas. This is usually visual. Until it became illegal in
Britain, cigarette advertising showed attractive, healthy people smoking in
beautiful rural situations.
8. Information. If a product is new, it may be enough to show it and explain
what it does.
9. Special offers/free gifts. This is a very simple and direct appeal – it’s half
price!
10. Anti-advertising. This is a modern version which appeals to the British
sense of humour. It makes fun of the techniques of advertising.
Fluency Project
A new product
1.You are preparing to launch three new products: a soft drink, a yoghurt and
an ice-cream, all with new fruity flavours. You are having a marketing meeting.
You are to divide into groups and decide on the type of your business
organization and your job titles . Then work through the agenda below for the
meeting and discuss each point in turn. You must reach the decision on each
item. You can choose any product or take them all.
See Appendix 1 for help.
2. Now discuss and write the script for a one-minute radio or TV commercial for
your product. Perform your commercial for the class.
AGENDA FOR DISCUSSION
1. Flavour
Choice of fruit (or combination of flavours) for the product
2. Comparison with other products
In what way is it different from other similar products?
Money can't buy Love.
But it can help you look for it in comfort !
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