Nó được thiết kế để được linh hoạt. Các mức có thể được sử dụng với nhau như là một loạt, mỗi cấp có thể được sử dụng như là một quá trình độc lập. Phiên bản tách Sách sinh viên có sẵn và rất lý tưởng cho các khóa học ngắn hơn. | The language of advertising Here are some methods used in persuasive advertising. Read them quickly. Decide which appeal to you and which don t. Now think of an example for each type from your country. Persuasive advertising 1 Repetition The simplest kind of advertising. A slogan is repeated so often that we begin to associate a brand name with a particular product or service. 2 Endorsement A popular personality is used in the advertisement. 3 Emotional appeal Advertising often appeals to basics such as mother-love sex manliness femininity. 4 Scientific authority Sometimes the advert shows a person in a white coat . a scientist telling US about the product. More often it mentions miracle ingredients or scientific testing to persuade us. 5 Keeping up with the Jones s An appeal to pure snob value. You want to appear to be richer or more successful than your neighbours. 6 Comparison The advert lists the qualities of a product in direct comparison with rival products. 7 An appeal to fear or anxiety This type is similar to 3 but works on our fears. 8 Association of ideas This is usually visual. Until it became illegal in Britain cigarette advertising showed attractive healthy people smoking in beautiful rural situations. 9 Information If a product is new it may be enough to show it and explain what it does. 10 Special offers free gifts This is a very simple and direct appeal - it s half price 11 Anti-advertising This is a modern version which appeals to the British sense of humour. It makes fun of the techniques of advertising. Exercise 1 Listen to the advertisements on recording. Complete the chart with the types of persuasion you think they are using. Write one number in each box or two numbers if you feel an advertisement is using two types of persuasion. A B c D E F G H 1 J SHEAFFER. Exercise 2 Discuss in groups what these advertisements are selling. Who might they appeal to Exercise 3 Some advertisements use little stories and dialogues. Work in groups to .
