1 Facoltà di Economia Università di Cagliari Corso di Laurea in Economia e Gestione Aziendale Corso di Laurea in Economia e Finanza Lingua Inglese prof.ssa Luisanna Fodde a.a. 2005/2006

Advertising English words connected with……

Advertising

Advertising

GOOD ADVERTISING IS GOOD FOR BUSINESS Consumers consider advertising as a source of information and entertainment. Advertisers must provide creative and effective ads. Consumers believe that advertising is an integral part of everyday culture: not only entertaining and informative, but REAL!!!

The English language and Advertising 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.

The English language and Advertising The use of English in advertising all over the world generally makes a positive impact on the consumer. ENGLISH IS AN ATTENTION GETTER 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.

The English language and Advertising Always Coca Cola With Canon you Can With Vodafone you can Don’t touch my Breil Golden Lady “I’m lost without you!” “PAMPERS BABY DRY” “Speedy Pollo: cercati uno sballo, cuccati di pollo…” The New Fragrance for men Giugiaro (Tyres) “Decision Performance”

The English language and advertising Use of compounds adjectives: top-quality, economy-size, chocolate-flavoured, feather-light longer-lasting.

The English language and advertising Use of high degree adjectives (hyperboles) : ShiningExtra-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.

The English language and advertising Comparisons 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?

The English language and advertising : Use of the imperative: “Relax the Natural Way” “Win two Nights!” “Get Ready for Summer!” “Cruise here!” “Find out why ”;

The English language and advertising Use 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.

The English language and advertising Slogans: Most advertisements use a catchphrase or slogan which becomes associated with the product: 'Nike. Just do it', 'Always Coca-Cola' ‘Froget About Stress’ ‘Beat the WorldCup Blues’

15 Advertising Word Partnerships ADVERTISING; MARKETING; PUBLIC; RETAIL; PRICE; PROMOTIONAL CAMPAIGN; TECHNIQUES; PROMOTIONS; OUTLETS; RELATIONS; MIX Advertising campaign Marketing mix Public relations Retail outlets Price promotions Promotional techniques

ADVERTISING (31) MEDIAMETHODSVERBS RadioJinglesPersuade PressDirectoriesRun TelevisionCommercialsLaunch Word-of-MouthSponsorshipPublicise Public TransportBillboards/hoardingsSponsor CinemaFree samplesPlace MailshotsEndorsementPromote Street FurniturePosters (Bus Shelter, Public Toilets) Leaflets

FOCUS ADVERTISING 1. Type of business and location 2. Its reputation 3. What is the present problem? 4. What are the advertising campaigns the company is working on? (Mention at least two) 5. What are the 3 aims of the campaigns?

FOCUS ADVERTISING Focus, a large advertising agency based in Paris, has a reputation for creating imaginative and effective campaigns. Recently, however, Focus’s reputation was damaged when two major clients changed to rival agencies. Focus now needs to convince potential clients that it still has plenty of creative ideas to offer. At present, Focus is competing against some well- known agencies for several contracts. It has been asked to present ideas to the managements of the companies concerned.

FOCUS ADVERTISING Concepts are required for the following advertising campaigns: A sports car A perfume A chain of eight London restaurants A major bank All campaigns aim at developing loyalty among existing customers, attract new ones, and at creating new campaigns to improve sales

CLOZE DICTATION Admen advance To the relief of media groups and.. ……….. around the world, ………………… ………… seem to be picking up and not just because of the ………. ……. spent on the American presidential …………. THERE is a spring in the step of …….. ……… and those, like advertising agencies, that rely on them for part of their business. Thanks to the ……… ……….. in the world economy over the past year and, in America, ………… ………….. on campaign ads by Messrs Bush and Kerry, television stations, newspapers, magazines and the like are reporting a welcome ………………. in their final ………………….

CLOZE DICTATION Admen advance To the relief of media groups and ad agencies around the world, advertising revenues seem to be picking up and not just because of the record sums spent on the American presidential campaign. THERE is a spring in the step of media companies and those, like advertising agencies, that rely on them for part of their business. Thanks to the strong recovery in the world economy over the past year and, in America, record spending on campaign ads by Messrs Bush and Kerry, television stations, newspapers, magazines and the like are reporting a welcome improvement in their final results.

CLOZE DICTATION The increase …………………… to the fact that the campaign ………………………………… in the spring; partly also because ………………………………… this time around, which encouraged donations from ………………………….. and from special-interest groups ………………………… “527s” (after the tax code they fall under). Among the beneficiaries of all this largesse are companies like Time Warner, ………………………………………………………………….., which ………………, among other things, America Online (AOL), HBO and Warner Bros.

CLOZE DICTATION The increase was partly due to the fact that the campaign started earlier than usual in the spring; partly also because of changes in the law this time around, which encouraged donations from wealthy individuals and from special-interest groups known as “527s” (after the tax code they fall under). Among the beneficiaries of all this largesse are companies like Time Warner, the world’s largest media company and publisher, which owns, among other things, America Online (AOL), HBO and Warner Bros.

CLOZE DICTATION People …………………………………….. in all their forms. A recent study …………………. of people now feel “…………………………………” by ad messages and that 59% ………………………………………………… to them. ………………………………………………………………………………… … is subjected to some 3,000 advertising messages every day. If you add in everything from the badges on cars to ………………………………………………….., the ads in newspapers, on taxis, in subways and even playing on TVs, in lifts, then some people ………………………………………….. to more than that number just getting to the office.

CLOZE DICTATION People are getting tired of ads in all their forms. A recent study found that 65% of people now feel “constantly bombarded” by ad messages and that 59% feel that ads have very little relevance to them. It has been calculated that the average American is subjected to some 3,000 advertising messages every day. If you add in everything from the badges on cars to slogans on sweatshirts, the ads in newspapers, on taxis, in subways and even playing on TVs, in lifts, then some people could be exposed to more than that number just getting to the office. “

CLOZE DICTATION “Consumers ………………………………………………………………………….. invades their lives,” says a recent report by Deutsche Bank. This report …………………………. ………………………………………………………………….. of TV advertising on 23 new and mature ……………………………………………. and concluded that in some cases it was …………………………………... The study concluded that “…………………………………………………………………………… ……………………….. on the shelf and increasing distribution.”

CLOZE DICTATION “Consumers are getting harder to influence as commercial noise invades their lives,” says a recent report by Deutsche Bank. This report examined the effectiveness of TV advertising on 23 new and mature brands of packaged goods and concluded that in some cases it was a waste of time. The study concluded that “increased levels of marketing spending were less important than having new items on the shelf and increasing distribution.”