640.business communication evaluating an advertising process

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МИНИСТЕРСТВО ОБРАЗОВАНИЯ И НАУКИ РФ
ФЕДЕРАЛЬНОЕ ГОСУДАРСТВЕННОЕ БЮДЖЕТНОЕ
ОБРАЗОВАТЕЛЬНОЕ УЧРЕЖДЕНИЕ ВЫСШЕГО
ПРОФЕССИОНАЛЬНОГО ОБРАЗОВАНИЯ
«ИРКУТСКИЙ ГОСУДАРСТВЕННЫЙ
ЛИНГВИСТИЧЕСКИЙ УНИВЕРСИТЕТ»
А.Н. Войткова, C.А. Фетисова
Business
Communication:
evaluating an
advertising process
Учебное пособие
ИРКУТСК
ИГЛУ
2013
Copyright ОАО «ЦКБ «БИБКОМ» & ООО «Aгентство Kнига-Cервис»

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ББК 81.43.1 – 923
В 65
Печатается по решению редакционно-издательского совета Иркутского
государственного лингвистического университета
Рецензенты: канд. пед. наук, доцент кафедры рекламы и связей
с общественностью ФГБОУ ВПО «ИГЛУ»
Ю.С. Заграйская
канд. филол. наук, доцент кафедры русского языка,
литературы и языкознания ФГБОУ ВПО «ИГЛУ»
С.О.Коршунова
Войткова, А.Н., Фетисова С.А.
В 65 Business Communication: Evaluating an Advertising Process: учебное
пособие / авт.-сост. А.Н. Войткова, С.А. Фетисова, – Иркутск: ИГЛУ, 2013. –
83 c.
Пособие “Business Communication: Evaluating an Advertising Process” предназначено для
студентов 3-4 курсов направлений «Менеджмент», «Реклама и связи с общественностью»,
«Музееведение». Целью учебного пособия является формирование иноязычной
профессиональной дискурсивной компетенции посредством изучения лингвистических и
экстралингвистических особенностей рекламы. В пособии использованы аутентичные аудио,
видеоматериалы и тексты из разных источников, позволяющие объективно рассмотреть
феномен рекламы как источник профессионально-направленной и культурологической
информации.
ББК 81.43.1 – 923
© авт.-сост. Войткова А.Н., Фетисова
С.А. 2013
© Иркутский государственный
лингвистический университет, 2013

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Contents 3
1. The basics of advertising
1.1. What Is The Purpose Of Advertising?
1.2.1. Types of advertising
 1.2.2. Surrogate Adverting
 1.2.3. Public service Adverting
 1.2.4. Guerrilla Adverting and Marketing
2. The contents of the ad
2.1. Parts of an ad
2.2.1 AIDA
2.2.2 What are the key persuasive techniques used in consumer
advertising?
2.2.3 How Design Works To Bring You Customers
 Psychology of advertising
 Analysing television commercials
2.3. What is logo?
 What Makes a Logo Great?
 The Characteristics of a Good Logo Design
 What makes bad logos?
 Types of logos
2.4. What makes Advertising slogans?
 Types of sticky slogans
3. Language of advertising
 Wording characteristics of English advertising texts
 Syntax in English Advertising Texts
 Common Rhetorical Devices in English Advertising Texts
4. Experience economy
5. National Peculiarities of advertising
Supplement 1
Steps how to evaluate an advertisement concept
Supplement 2
Linking words and phrases
Supplement 3
Business vocabulary ‘DO YOUR BEST!’
How to Evaluate an Advertisement
Supplement 4
Discussing a New Ad Campaign
Supplement 5
Vocabulary tests
References
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Introduction

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“Advertising - A judicious mixture of flattery and threats.”
― Stephen Leacock
Warm-up
a) Read & discuss the following text in class.
Why Is Advertising so Important to Business?
by Christina Hamlett, Demand Media
The best mousetrap won't catch any
customers if you don't advertise that it exists.
As far back as Ancient Egypt, advertising
has served a critical purpose in the business
world by enabling sellers to effectively
compete with one another for the attention of
buyers. Whether the goods and services your
company provides are a necessity, a luxury
or just a bit of whimsy, you can't rely on a
one-time announcement or word-of-mouth chatter to keep a steady stream of
customers. A strong commitment to advertising is as much an external call to action
as it is an internal reinforcement to your sales team.
http://smallbusiness.chron.com/advertising-important-business-3606.html
b) Think of the question “Are you influenced by Advertising?”
and choose one of the answers.
1. I'm much influenced and base all of my purchases on advertisements I've seen.
2. Frequently I base my purchases on advertisements & commercials
3. Maybe a few times it's influenced me, but I mostly rely on word of mouth
4. No way! I don't trust ads, and I never make purchases based on ads I've seen!
c) Read
“Are you influenced by Advertising?”
When consumers make purchases, they most often are influenced
by something someone said to them much more than any
advertisement. Many people ask around about a product before
they purchase to see if their friends or family have purchased the
item, and to get their recommendations on who to buy it from.
Why don't people listen to advertising?
Because they don't trust advertising.

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Why not? Advertisements are everywhere. They're constant. They promise one thing,
and deliver another. We've all become so numb to advertising; people for the most
part ignore it! The advertising world is changing, and new advertising methods are
becoming more effective, cost-efficient, and sometimes, free.
d) Vocabulary. Paraphrase the words in bold type. Use them in
sentences of your own.
Part 1
1.1. What's the purpose of
advertising?
Read three texts below &
summarize the ideas in a report.
(I)
What a silly headline. I mean everyone
knows that the purpose of advertising is to sell
stuff, right?
Well, not always. Sometimes it's to get
people to stop doing things (e.g. littering),
start doing things (e.g. voting), and keep
doing things (e.g. being proud and productive
associates).
In any and all events, the purpose of
advertising is to affect viewer and listener
behavior. The real question is, What's the best
way to go about it?
We're going to witness a subset of corporate America's answer to that question
during this Sunday's Super Bowl broadcast, when they display the results of their
collective brain power and combined investment of more than $200 million (the most
expensive real estate on TV).
For many of those advertisers, the viewer behavior desired will be transparent and
really quite simple:
1. Watch, enjoy, and remember the commercial;
2. Write about, talk about, tweet, and otherwise spread the commercial; and,
eventually
3. Consume their stuff.
Most commercials will probably be about nothing. There won't be a compelling
reason to consume their stuff weaved into the ads, since their stuff is pretty much the

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same stuff as their competitors' stuff; think beverages, salty snacks, and candy bars.
Their solution: Get you to like and remember their brands, so when you walk through
the store you'll (hopefully) reach out and grab a few.
Some advertisers will take a more subtle approach to the aforementioned
strategy by acting as corporate sponsors of various portions of the game; $500k coin
toss anyone? Others will employ a more experiential, sampling strategy; for example
the network (NBC) and various movie studios will broadcast clips and trailers to whet
viewers appetites for their upcoming shows.
Some, most notably automakers, will likely try to wow viewers with artsy
displays of their new products, while others will use celebrities, babies, and animals to
grab viewer's attention while casually highlighting their products' positive attributes
(dot coms readily come to mind).
http://www.acleareye.com/sandbox_wisdom/2012/01/whats-the-purpose-of-
advertising.html
(II)
It’s an oversimplification to say that the purpose of advertising is to sell a
product. This is certainly true but there are other applications, depending on who the
client or sponsor is. Political parties advertise, as do special interest groups, religious
organizations, government agencies, health care organizations and charities. The
function of some forms of advertising may be solely to inform, to raise awareness.
People can’t make informed choices if they’re not aware of the options available to
them. They can’t utilize resources that they don’t know exist. Public service
announcements, for example, are a form of advertising. Commercial advertising
works to inform as well; "branding” strategy in advertising attempts to create a
positive impression by associating particular qualities with a product. Carefully
calculated language and images are used to stress a product’s desirable qualities as a
means of influencing consumer choice; effective advertising persuades. Reiteration is
used as a means of promoting product recognition. Through repetition, a product
becomes established in the minds of the targeted audience. Most people need to hear
information more than once before they retain it, so reinforcing the message becomes
another reason to advertise. Emphasizing the strong points of a product or service
through advertising benefits a sponsor in another way; it creates a better appreciation
for the product, thus creating added value for the brand. Educating consumers through
advertising creates an easier selling climate for the sponsor because customers are
already familiar with the product. It’s easy to get tired of all the advertising, because
we’re so media-saturated every day. We already had television, radio, newspapers,
magazines, outdoor signage and direct mail. Now in addition we have websites and
text messaging. You have to filter some of it out just to function but it does serve a
purpose for both consumers and providers. It would be a very different, probably
narrower world without advertising.

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So, The advertising has following purposes:
 To attract new buyers and try to expand customer base
 To increase the sale of a particular product.
 To compete in the market.
 To create an organization's recognition among consumers (to create and
maintain a brand identity or brand image).
 To promote subsidiary or products manufactured by the same company.
 To bring into notice the changes, special offers or current developments of the
interest of the consumers (to communicate a change in the existing product line
to introduce a new product or service).
 To carry out public relations and public service program.
 To increase the buzz-value of the brand or the company.
(III)
Following are the main purposes
of Advertising.
Giving Information: The first and the
most important purpose of advertisement are
to inform the public about the availability of
new product, service or an idea that is being
sold in the market. This is aimed for creating
a demand for new product and the new
product has to be known to public.
To Persuade: Advertisement not only informs but also serves to influence the
public to buy the product or services. For example a company seeks to induce the
public to buy its particular brand of soap in preference to others.
To Remind: Advertisement also serves to remind consumers of existing
products, that the product may be needed in future and where to buy the product. It is
necessary for the advertiser to constantly draw the attention of consumer to his
product and away from other competitive brands, which may be heavily advertised.
http://www.blurtit.com/q863338.html
b) Discuss which text gives more reliable information.
c1) Watch the video file ‘Admongo – What is the purpose of the
ad’ on the youtube. What ides does it add to the ones
described above?
http://www.youtube.com/watch?v=fDYEmw7JVTo

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c2) Imagine you are a professional advertiser & you are
delivering a lecture on what the purpose of advertising is. Give
a 2-minute talk.
d) Your vocabulary bank. Think up exercises & fun activities to
practice using the following vocabulary units in their contexts
1. affect view’s behavior
2. transparent
3. consume the products
4. be /have a compelling
reason to consume the stuff
5. take a more subtle approach
6. will toss anyone / toss smb
7. to whet viewer’s appetite for
8. to wow viewers with artsy
display of the products
9. highlight the product positive
attributes
10. to stress the products
desirable qualities
11. carefully calculated
language & image
12. Influence consumer choice
13. Reiteration
14. Be targeted to
15. Be intended to do
16. celebrity
17. Be established in the minds
of the targeted audience
18. Reinforce the message
19. Emphasize the strong points
20. eventually
21. Be media-saturated every
day
22. Outdoor signage
d1) Restore the contexts where these words & phrases were
used. Can you make up another context with the vocabulary.
d2) Explain the meaning of the words & phrases & make the
other students guess the word.
d3) Make up a definition exercise
d4) Make up a row of words having one function & one
more word that is odd. Make the students in your group
find this odd word out.
d5) Make synonyms & antonyms rows of words.
D6) Think up sentences in Russian & get
other student to translate them
1.2. Different Types of Advertising Methods
Below are the types of advertising match the
headlines with the passages.

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Online Advertising Print Advertising Covert Advertising
Cell Phone & Mobile Advertising Broadcast Advertising
Outdoor Advertising
By Paul Suggett, About.com Guide
Image courtesy of Engin Erdogan
Advertising has evolved into a vastly complex form of communication, with
literally thousands of different ways for a business to get a message to the consumer.
It could be said that cave paintings in some way represented the first forms of
advertising, although the earliest recognized version of what we know as advertising
was done on papyrus by the Egyptians. And in Pompeii, the ruins suggest that
advertising was commonplace.
(1)………………………………………………………………………
If an advertisement is printed on paper, be it newspapers, magazines,
newsletters, booklets, flyers, direct mail, or anything else that would be considered a
portable printed medium, then it comes under the banner of print advertising.
(2)………………………………………………………………………
(Television, Radio and the Internet)
A mass-market form of communication
including television and radio, broadcast advertising
has, until recently, been the most dominant way to
reach a large number of consumers.
Television advertisements have been very
popular ever since they have been introduced. The cost
of television advertising often depends on the duration
of the advertisement, the time of broadcast (prime
time/peak time), and of course the popularity of the television channel on which the
advertisement is going to be broadcasted. The radio might have lost its charm owing
to the new age media however the radio remains to be the choice of small-scale
advertisers. The radio jingles have been very popular advertising media and have a
large impact on the audience, which is evident in the fact that many people still
remember and enjoy the popular radio jingles.
(3)………………………………………………………………………
If you see an advertisement via the Internet (World Wide Web), then it is classified as
online advertising. In fact, there are ads on this very page, and most other websites

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you visit, as they are the primary revenue driver for the Internet. Learn more about
this vital part of the Internet.
(4)………………………………………………………………………
(Billboards, Kiosks, Tradeshows and Events)
Also known as out-of-home (OOH) advertising, this is a broad term that
describes any type of advertising that reaches the consumer when he or she is outside
of the home.
The most common examples of outdoor
advertising are billboards, kiosks, and also several
events and tradeshows organized by the company. The
billboard advertising is very popular however has to be
really terse and catchy in order to grab the attention of
the passers by. The kiosks not only provide an easy
outlet for the company products but also make for an
effective advertising tool to promote the company's
products. Organizing several events or sponsoring
them makes for an excellent advertising opportunity.
The company can organize trade fairs, or even exhibitions for advertising their
products. If not this, the company can organize several events that are closely
associated with their field. For instance a company that manufactures sports utilities
can sponsor a sports tournament to advertise its products.
(5)……………………………………………………………………………..
Advertising in Movies (=Product
Placement Advertising)
Covert advertising is a unique kind of
advertising in which a product or a particular brand is
incorporated in some entertainment and media
channels like movies, television shows or even sports.
There is no commercial in the entertainment but the
brand or the product is subtly( or sometimes
evidently) showcased in the entertainment show.
Some of the famous examples for this sort of advertising have to be the appearance of
brand Nokia which is displayed on Tom Cruise's phone in the movie Minority Report,
or the use of Cadillac cars in the movie Matrix Reloaded.

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In a nutshell, product placement is the promotion of branded goods and services
within the context of a show or movie, rather than as an explicit
advertisement.
(6)……………………………………………………….
A relatively new form of advertising, but one that's spreading
rapidly, uses cell phones, iPads, Kindles, Nooks, and other
portable electronic devices with Internet connectivity. Current
trends in mobile advertising involve major use of social media
such as Twitter and Facebook.
http://advertising.about.com/od/advertisingprojects/a/Different-Types-Of-Advertising-
Methods.htm
http://wiki.answers.com/Q/What_are_the_types_of_advertisements
b) Your vocabulary bank. Think up exercises & fun activities to
1. Terse
2. Catchy
3. Evolve into
4. Vastly complex form of
communication
5. Cave paintings
6. To get a message to the
consumer
7. Be commonplace
8. radio jingles
9. spread via word of
mouth & social
media
10. be solely for
commercial purpose
11. banner /flyer/
newsletter/booklet
12. invite the consumer
to participate or
interact
13. the time of broadcast (prime
time)
14. aka (also known as)
15. primary revenue driver
16. passer by
17. grab the attention of
18. organize trade fair
19. encourage the use of
20. in a nutshell
1.2.1. Surrogate Advertising - Advertising Indirectly.
 Consult the dictionary & write of the definition of what
the word ‘surrogate’ mean?
Surrogate (adj.) –
……………………………………………………………………………….
……………………………………………………………………………….
……………………………………………………………………………….
 Read the text below & try to understand what this kind of
ad is.

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Surrogate advertising is prominently seen in
cases where advertising a particular product
is banned by law. Advertisement for
products like cigarettes or alcohol which are
injurious to heath are prohibited by law in
several countries and hence these companies
have to come up with several other products
that might have the same brand name and
indirectly remind people of the cigarettes or
beer bottles of the same brand. Common
examples include Fosters and Kingfisher
beer brands, which are often seen to promote their brand with the help of surrogate
advertising.
'Get what I mean' advertising
What we see on the right is a print screen and copy-paste of a remarkable
Indian ad, which I am sure many of us wouldn't have missed on TV. Our dear friend,
Ajay Devgan, drives miles on a dusty highway to reach ‘Tony da Dhaba‘ and runs to
grab a soda (Seriously?). Later, mocked by a bunch of hooligans he enters a tug-of-
war and fools them by grabbing the soda by letting the rope go. Ajay Devgan holds
the soda in his hand with pride and says the magic words translated to English. “It
would be an awesome evening if three friends sit together. You, me and Bagpiper
(What follows is the longest pause in the history of 60 second advertisements) soda.”
This is an example of surrogate advertisement, where the advertisement contains a
product message or a brand inside it, which is essentially for another brand or product.
The most common reasons for this kind of advertisements, is that the company
is trying to work around a ban or a prohibition on mass media advertisements of the
product. Many nations have laws restricting alcohol and tobacco advertising, for
example, so companies use surrogate advertising to market their products. Techniques
used might include advertising another product with the same brand name, sponsoring
community events, issuing public service announcements, or sponsoring sports teams.
All of these activities technically do not violate the ban on direct advertising, but they
still get consumers familiar with the company's branding.
Generally, surrogate advertisements are used for products such as cigarettes,
alcoholic beverages and certain kind of pharmaceutical products
For example, a cigarette company might issue public service announcements
relating to a topic such as lung cancer, using the company's logo or distinctive brand
colors in the ads so that people are exposed to the company's branding without seeing
an explicit ad for the company's product. The company would justify the
advertisement by claiming that it's an example of social responsibility.

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Further delving into the purpose of such advertisements gives us certain
concrete findings. A report released by the United States department of health and
services eventually concludes that, there is no basis to believe that surrogate
advertising of alcoholic beverages significantly affects consumption, let alone the
abuse of it. So, if such surrogate advertisements don’t drive the non-drinkers into
drinking, then what is the point of it? The answer is fairly simple. It is done to
increase the market share. It serves as a reminder to the consumer to consume the
product which has managed to break barriers and be visible, when, next time around,
she/he is making the buying decision.
Surrogate advertising may also be used when companies want to cultivate an
image of social responsibility. For example, many health advocates have criticized
advertisements for sweet treats aired during children's cartoons. A company might
pull outright advertising during these time slots and instead air a series of public
service announcements about eating a balanced diet, with the announcements bearing
the company's branding.
How are they doing it?
Over the years, many companies have tried various ways to establish their
brand and advertise their products through the surrogate advertising route.
McDowell’s has extended its brand to include bottled water and soda, Seagram’s and
Bacardi have aced the cassettes and Cds way of doing it and Royal challenge
extensively sponsors golf tournaments. Kingfisher campaign of 'be a true kingfisher
fan', actively promotes bottled water.
Kingfisher has done all the above along with venturing into the airline industry
with the same logo (which now, however, is a full-fledged brand extension) and
calendars. The baggage tags, back of the boarding pass and also the exit doors of the
kingfisher flights have extensive advertisements of the Whyte and Mackay music cds.
Diageo has promoted club culture by opening exclusive Diageo clubs in many parts of
the world and now in India.They have also sponsored fashion and music.
The tobacco companies, such as Wills (now ITC) have extended into the Wills
lifestyle store, Marlboro have been associated with Formula1 for quite a long time.
Rugby has seen the ‘Silk cut challenge cup'. Some companies have even
manufactured sweet, candy cigarettes by the same name (Joe camel advertisements).
However, the Indian information and broadcasting ministry under Mrs. Soni has been
fiercely pushing for the ban on surrogate advertisements to make it even more rigid.
This has prompted Godfrey Phillips India to change the name of Red and white
Bravery awards to Godfrey Phillips national bravery awards.
There is a thin line between brand extension (Kingfisher airlines and Wills
lifestyle brand) and surrogate advertising routes .How well inside the limits the
companies can stay depends on their creativity and will be something to watch out for
in the future.

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http://www.wisegeek.com/what-is-surrogate-advertising.htm
http://p10kabhijita.hubpages.com/hub/SURROGATE-ADVERTISING-Get-what-I-
mean-Advertising
b) Your vocabulary bank. Write out the active vocabulary out
of the text & learn them in their context.
1. 2. 3
Think up exercises & fun activities to practice using the
following vocabulary units in their contexts
1.2.2. Public Service Advertising
a) Read the article & underline the
purpose of this kind of advertising.
Unlike traditional commercials, Public Service
Advertisements (PSA) are primarily designed to
inform and educate rather than sell a product or
service.
Public service advertising is a technique that makes
use of advertising as an effective communication
medium to convey socially relevant message about important matters and social
welfare causes like AIDS, energy conservation, political integrity, deforestation,
illiteracy, poverty and so on. David Oglivy who is considered to be one of the
pioneers of advertising and marketing concepts had reportedly encouraged the use of
advertising field for a social cause. Oglivy once said, "Advertising justifies its
existence when used in the public interest - it is much too powerful tool to use solely

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for commercial purposes". Today public service advertising has been increasingly
used in a non-commercial fashion in several countries across the world in order to
promote various social causes. In USA, the radio and television stations are granted
on the basis of a fixed amount of Public service advertisements aired by the channel.
b) Your vocabulary bank.
1. justify its existence
2. be used in the public interest
3. powerful tool
4. to use solely for commercial
purposes
5. increasingly u
6. be used in a non-
commercial fashion
7. promote various social
causes
8. on the basis of
9. a fixed amount of
10. Unlike
11. Commercials
12. Be primarily
designed
13. to inform and
educate
14. rather than
15. be considered to be
16. a pioneers of
advertising
17. reportedly
18. be granted
19. convey socially relevant
message
20. important matters
21. social welfare
22. causes
23. AIDS
24. energy conservation,
25. political integrity
26. deforestation
27. illiteracy
28. encourage
29. poverty
c) Bring in a PSA commercials & discuss the ideas they
convey.
1.2.4. Guerrilla Advertising and marketing
Also known as ambient media, guerrilla advertising (or marketing) has become
prominent over the last 20 years. It is a broadly used term for anything
unconventional, and usually invites the consumer to participate or interact with the
piece in some way. Location is important, as is timing. The driving forces behind
guerrilla advertising or marketing are creative ideas and innovation, not a large
budget. Quite often, you will ask for forgiveness rather than permission with these
campaigns, and they will spread via word of mouth and social media.
*guerrilla - a member of a small independent group taking part in irregular
fighting, typically against larger regular forces
 What do you think this term might be about?

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a) Read over the types of
promotion below. What
does each one involve?
Discuss your answers with
a partner.
Advertising PR (public
relations) shop demo Personal
selling Telemarketing Product
placement Viral advertising
b) Guerrilla marketing is another form of promotion. What do you
think it involves. Think, then listen to the article & compare your
ideas.
c) Listen to the article again. Then write the name of the
company next to each sentence.
They set up a water vending machine with contaminated water.
They dropped strips of pink paper from
They paid the town of Halfway to rename itself.
They stuck coins on the ground.
They gave tents to homeless people.
Discuss:
Have there been any examples of guerrilla marketing in the news lately? What
happened?
Can you think of any more examples of guerrilla marketing? What happened?
How effective do you think guerrilla marketing is?
e) Your vocabulary bank. Read the article & find the words &
phrases for the following definitions:

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………………
………………
………………
………………
………………
………………
………………
………………
………………
………………
………………
………………
………………
………………
………………
………………
………………
………………
………………
1. to get people very interested in something so that everyone is
talking about it
2. an action designed to attract attention
3. a box or container with little presents inside
4. if something "floats down'" it falls from the sky and comes
down slowly and gently
5. a device that allows a person to jump from an aircraft and float
to the ground. It consists of a large piece of cloth attached to
your body with strings
6. if you "stick" A to B, you use glue or another substance to
attach A to B
7. a machine that gives you a ticket if you put money in it. The
ticket shows you how long you can park your car in a specific
parking zone
8. a round, metal cover for a hole in the street. The hole leads to
the sewage system (the underground water system)
9. a machine that sells bottles of water
10.to make people know about
11. a small, thin piece of paper
12.an amount of paper money
13.that you can take off /
14.to attract attention; to make people look at / notice
15. a profit
16.a well-known object or feature in a city / town / landscape
17.to create a design / image / picture by cutting and shaping a
hard material such as stone / wood / metal, etc.
18.a soft white limestone (calcium carbonate). Some teachers use a
piece of it to write on a blackboard
19.the side of a hill (a small mountain)

18
Guerrilla Marketing
The term "guerrilla marketing was invented by Jay Conrad
Levinson (1933) and is described in his book Guerrilla
Marketing.
What's the best way to promote a product?
Advertising? Personal selling? Shop demos?
Guerrilla marketing techniques are becoming
more and more popular But what do they consist
of?
The objective of guerrilla marketing is to
create a buzz, to get people talking about your
product, to get it in the news whilst spending as
little as possible - inexpensive, small-scale stunts
that attract massive amounts of attention. Here are
a few examples of guerrilla marketing.
In 2007, Swedish furniture giant IKEA
transformed bus stops in Manhattan into furnished "rooms", giving people a
comfortable place to sit while they waited to get home. Reports of the stunt appeared
in all the major newspapers.
In 2009, Libresse dropped more than 3,000 gift packs of tampons on Dutch
beaches. The packs floated down on pink parachutes. The event was reported
widely in the press.
Loctite stuck coins on the ground to demonstrate the effectiveness of their
Super Glue 3 brand. The coins had stickers on them advertising the product.
Lee Jeans covered parking meters and manhole covers in Paris with jeans to
promote the opening of a new store. With so much denim around the city, the launch
was a major success.
UNICEF set up a water vending machine filled with bottles of
"contaminated" water to raise awareness of the lack of clean water in many
countries."Diseases"on offer included malaria, cholera and typhoid.
Italian newspaper La Gazzetta Dello Sport dropped millions of strips of pink paper
from the top of a building in Milan to promote the newspaper. which is printed on
pink paper.
As part of a Carlsberg campaign, Ј10 and Ј20 notes were left around London.
Each note had a removable sticker attached to it which read, "Carlsberg don't do
litter. But if they did, it'd probably be the best litter in the world". The campaign

19
created massive media interest. and thousands of Londoners desperate to pick up the
"litter"
Medecins du Monde distributed hundreds of tents to homeless Parisians
sleeping along the Quai d'Austerlitz and Canal Saint- Martin. All the tents had the
Medicins du Monde logo on, and drew attention to the number of destitute people
in the area.
In 1999, the town of Halfway (Oregon) was paid $100,000 to rename itself
Half.com for a year. Within two weeks, news of the name change had appeared on
the Today show, the Wall Street Journal and The New York Times. Three weeks
later, Half.com was bought by eBay for $313 million - one of the biggest advertising
returns ever.
In order to promote the release of The Simpsons Movie, a giant, 60-metre
Homer Simpson was painted right next to one of the UK's most famous landmarks:
the Cerne Abbas giant, which is carved into a chalk hillside in Dorset. News of the
event was published in all the major newspapers.
Watch out for some guerrilla marketing in a town or city near you!
On Youtube watch the video that illustrate the ideas of guerrilla
marketing. Discuss the concept of making up a stunt like this.
Taken from ’Hot English magazine’
www.hotenglishgroup.com
2. Linguo-cultural corner.
a) In the text above in the last passage the Cerne Abbas Giant
was mentioned.
 Do you know what that is?
Read the text & find out
The Cerne Abbas Giant
The Cerne Abbas Giant or the 'Rude Man' is one
of the largest hillfigures in Britain, he (the figure's
gender is beyond doubt) is one of two representations
of the human form, the other being the Long Man of
Wilmington in East Sussex. The giant, carved in solid
lines from the chalk bedrock measures in at 180 feet
high, and carries a huge knobbled club, which
measures 120 feet in length.

20
(Cerne Abbas Illustration: by Daniel Parkinson)
The first written record of the giant appears in 1751 in a letter by Dorset
historian John Hutchins, he suggested that the figure was cut in the mid 1600's.
Another slightly later reference to the figure can be found in the Gentleman's
magazine of 1764, where the figure is described and depicted with a navel, that has
long since disappeared. The lack of earlier references is frustrating but does not mean
that the figure dates to the 17th century, and its style and proximity to an Iron Age
earthwork suggests a much earlier origin.
There are numerous theories as to when and why the giant was created, one of
the more popular is that he is the Greek-Roman god Hercules, who is often
represented with a club and an animal fur. It has been suggested that the figure was
once depicted carrying and animal fur in his left hand. It is possible that worship of
Hercules arrived in the early part of the Roman invasion, which was then became
amalgamated with a god of a local Celtic tribe. The theory given the most weight by
historians is that it was created during the reign of the Emperor Commodus between
180 - 193 AD, he believed himself to be a reincarnation of Hercules and allowed the
cult to revive.
Other stories suggest that the monks at the nearby monastery cut the giant as a
joke on an Abbott called Thomas Corton, who was expelled from the area for
malpractice. This is unlikely but its close proximity to a ecclesiastical house is
strange, how could such an obviously pagan symbol have survived for so long?
especially through puritanical times and the reformation. It may be that the religious
buildings were built close to the giant as a form of amalgamation of the pagan site.
This was common practice, and many churches are built on, or near to, sites that were
once Pagan religious centres.
Cerne Abbas GiantFolklore
According to one tradition, recorded
from a farm labourer in the Gentleman's
Magazine, the figure is the representation of a
Danish giant who had led an invasion of
England from the coast. He had fallen asleep
on the side of the hill, and the local villagers
had taken advantage of his slumber and cut off
his head. They had then drawn around his
prone body in the manner of a gigantic police
chalk line, to show where he met his doom. However, the chalk figure sometimes rose
from the dead on dark nights, to quench his thirst in the local stream, a habit also
common to certain standing stones.
The giant's obvious sexuality and virility was put to use in fertility folk magic.
Local women who wanted to conceive would spend a night alone on the hillside -

21
most productively within the confines of his giant phallus, and young couples would
make love on the giant to ensure conception.
Sleeping on the giant was also thought to be a good way to ensure a future
wedding for unmarried women. Just above the giant's head is a small Iron Age
earthwork which encloses a roughly square piece of land, this is known as the 'Frying
Pan' or the 'Trendle' and it was within this enclosure that the Mayday Maypole was
erected during the festival celebrations. Like many traditional village Maypole
ceremonies this practice died out in the 19th century.
http://www.mysteriousbritain.co.uk/england/dorset/featured-sites/the-cerne-abbas-
giant.html
3. a) Listen to the dialogue “A Publicity Stunt” & fill in the
gaps. Act this dialogue out.
Hank: What’s that for?
Svetlana: This costume? I’m planning a publicity stunt to get our store more
business.
Hank: You think that dressing up as a giant banana will get our store more business?
Svetlana: We need to get media coverage for the grand opening of our store and
attract as much attention as possible. I’ll be on hand to give sound bites and
organize photo ops.
Hank: How does a giant banana tie into our store?
Svetlana: It doesn’t directly, but trust me, it’ll get noticed.
Hank: I was thinking of a traditional marketing campaign, more along the lines of
holding a contest or a giveaway. And I don’t see how a giant banana is going to get
media attention.
Svetlana: The person in the giant banana costume will skydive into the parking lot of
the store.
Hank: What idiot have you convinced to do that?
Svetlana: Well, that’s actually why I’m here...
Script by Dr. Lucy Tse
b) Discuss
 Do you agree with the promotional idea of grand opening
of the store?
 Do you think the ideas like that will help the museums to
promote their events?
 Are there any differences of promoting products or events
by profit & non-profit organization?

22
4. Project Work. Surf the net & find
out what are the ways to promote
events the museums use.
 Are there any guerrilla
marketing examples in
museum advertising
campaigns?
5. Your vocabulary bank. Think up exercises & fun activities to
practice using the following vocabulary units in their contexts.
Fill in the table below with the words from this part
d1) Restore the contexts where these words & phrases were
used. Can you make up another context with the vocabulary.
d2) Explain the meaning of the words & phrases & make the
other students guess the word.
d3) Make up a definition exercise
d4) Make up a row of words having one function & one
more word that is odd. Make the students in your group
find this odd word out.
d5) Make synonyms & antonyms rows of the
words.

23
D6) Think up sentences in Russian & get other student to
translate
d7) Make up a presentation “Different types of advertising”
Part 2
2. The contents of the ad
2.1. Parts of an Ad
How many of these elements does
your ad design have?
By Jacci Howard Bear, About.com Guide
Ads come in all shapes and sizes but they
have a common goal -- to sell a product, a
service, a brand. Text, visuals, or a
combination of the two are the main
elements of any print ad.
1. Artwork. Photographs, drawings, and graphic embellishments are a key visual
element of many types of ads. Some ads may have only a single visual while others
might have several pictures. Even text-only ads might have some graphics in the
form of decorative bullets or borders. When included with visuals the caption is one of
the first things most readers look at after the visual. It's not in all ads but it is an
option that gives the advertiser one more chance to grab the reader.
2. Titles.
The main headline may be the strongest element of
the ad or it may be secondary to a strong visual.
Some ads may have subheads and other title
elements as well. Just making it larger isn't
enough, headlines should be well-written to get the
readers' attention.Great headlines capture and
engage the reader's attention.Within any printed
medium, such as a newspaper or magazine, people will read, or at best "skim" the
headlines of articles, but with advertisements, readers often skip right past the ad
entirely. Once a person recognizes the space as being that of an advertisement, their
eyes dart elsewhere without even giving the ad a chance. By simply redesigning an
advertisement to appear as editorial content (with a headline and newsworthy
copy), the odds of your headline getting noticed and thus read will increase some

24
50%. An effective headline doesn't just pique your reader's curiosity. It hooks
them. They are drawn into the ad, compelled to read more.Be One in a Million, Not
One of a Million
3. Body.The copy is the main text of the ad. Some ads may take a minimalist
approach, a line or two or a single paragraph. Other ads may be quite text-heavy
with paragraphs of information, possibly arranged in columns newspaper style.
While the words are the most important part of the copy, visual elements such as
indentation, pull-quotes, bullet lists, and creative kerning and tracking * (read below) can
help to organize and emphasize the message of the body of the ad.
4. Contact
The contact or signature of an ad may appear
anywhere in the ad although it is usually near the
bottom. It consists of one or more of:
 Logo
 Advertiser Name
 Address
 Phone Number
 Map or Driving Directions
 Web Site Address
Extras
Some print ads may have additional special
elements such as an attached business reply
envelope, tear-out portion with a coupon, tip sheet,
product sample.
http://desktoppub.about.com/od/ads/a/ad_parts.htm
b) Analyse the ad aside on the basis of
the information above.
c) Your vocabulary bank. Think up
exercises & fun activities to
practice using the following
vocabulary units in their contexts
1. artwork
2. visuals
3. embellishment
4. be a key visual element
5. decorative bullets
6. bullet list
16. be secondary to
17. be well-written
18. capture smb’s attention
19. engage smb’s attention
20. within any printed medium
21. take a minimalist (subtle)
28. skim smth
29. at best
30. skip right past the ad
31. entirely
32. eyes dart somewhere
33. give the ad a chance

25
7. borders
8. be included with
9. caption
10. option
11. the copy
12. signature
13. be near the bottom
14. headline
15. subhead
approach
22. be arranged in columns
23. attached business reply envelope
24. tea-out
25. coupon
26. tip sheet
27. product sample
34. pique reader’s curiosity
35. be drawn into the ad
36. be compelled to read more
37. indentation
38. pull-quote
39. organize the message
40. emphasize the message of the
body of the ad
41. be text-heavy (with)
Self-check
Analyse the print advertisements using the text “How many of
these elements does your ad design have?” as an outline. Use
the information about advertising techniques.

26
2.2.1 How to Write an Effective Advert
Posted by Alison Reeves on febrary 11, 2013
a) Listen to the AIDA sales model in
advertising
http://www.youtube.com/watch?v=dQADInp7-7Q and
put down all the elements; b) then listen to
Frank Borg lecture in the model
http://www.youtube.com/watch?v=kGgpjHmIZTY and
write down it.
b) Read the text; sum up all the information to explore the
print advertisement above for the AIDA concept.
AIDA explains
As the world of advertising becomes more and more competitive, advertising
becomes more and more sophisticated. Yet the basic principles behind advertising
copy remain – that it must attract attention and persuade someone to take action. And
this idea remains true simply because human nature doesn't really change. Sure, we
become increasingly discerning, but to persuade people to do something, you still
need to grab their attention, interest them in how your product or service can help
them.
AIDA is an acronym developed in 1898 by advertising pioneer E. St. Elmo Lewis
and used to describe a process that occurs when a consumer engages with an advert
before deciding to buy. AIDA stands for: Attention, Interest, Desire, Action.
 Attention leads to – Interest in the product
 Interest leads to – Desire for the offer
 Desire leads to – Action to make a purchase
Attention
First get their attention. Without attention, you can hardly persuade them of
anything. You can get attention in many ways--a good way is to surprise them.
When you are talking to them, the first few seconds are essential as they will listen
most then and rapidly decide whether you are worth giving further attention. Don't
waste these precious moments on niceties, grab the other person's attention
immediately.

27
It is generally better to open with something that pulls them towards you rather
than something that scares them (as this may push them away).
Good openers address their problems and begin with such as:
 Have you ever...?
 Are you noticing...?
 Can you see...?
Bad openers give them something to object to, demonstrate your disrespect, or just
bore them to tears, and may begin with such as:
 I've got just the thing you want...?
 I just dropped by so that I might...?
 I was only wondered whether you could...?
Interest. Once you have their attention, sustain that attention by getting the
other person interested.
You can get interest by:
 Listening to them talk about their problems.
 Telling them things that affect their problems.
 Demonstrating things, rather than just telling.
 Getting them actively involved.
Watch out for the boredom factor. You may be able to get someone interested, but
you cannot expect to keep their attention for ever. If you want to come back some
day, you should leave them wanting more, at least of your company.
Desire. Once they are interested in you and what you have to say, then next
step is to create a desire in them for what you want them to do.
They can recognize that they have a need, but this is not desire. Desire is a motivation
to act and leads towards the next stage.
Desire is like a fire, and can be stoked by many methods, such as:
 Showing them how the item to be desired will not be available for long
(Scarcity principle).
 Showing how other people approve of the item and have acquired it for
themselves.
 Showing them how what you have to offer will solve some of their problems.
Action. This is the magic stage when they take action on their desires and
actually buy the product or agree to your proposals.
The scariest point is where you ask for the sale or ask them whether they actually do
agree fully with you.
Listen to the signals they are sending. Are they asking you about when you can
deliver or what after-sales support you give?
Summarize the problem you are solving for them and how what you are proposing
solves that problem.

28
Use the appropriate closing technique, such as alternatives ('Do you want the red or
the blue?) or presupposition ('What time shall we meet next week?').
And...
A variant on AIDA add a 'C' for Conviction. The ideas is that before you get to a final
purchase action, a cognitive state of understanding the value is needed that matches
the emotional state of desire. This sometimes appears before Desire (AICDA) and
sometimes after (AIDCA), perhaps showing two different approaches: one which
starts with getting a logical agreement and then moving to emotional desire, as
opposed to creating desire first and then reaching the state when the purchase also
makes logical sense.
The letter 'S' for satisfaction also gets added, indicating the fact that happy customers
will buy more (whilst unhappy customers will tell their friends!).
This is often true, but is not necessary in all cases, depending on the sales methods
(which can be highly emotion-based) the person (who may prefer emotional
assessment, and the context (for example selling clothes can be very emotionally
based).
http://writetowin.co.uk/wp/2013/02/11/how-to-write-an-effective-advert/
Your vocabulary bank. Think up exercises & fun activities to
practice using the following vocabulary units in their
contexts
1. solve some of their
problems.
2. presupposition
3. conviction
4. approach
5. be opposed to
6. purchase
7. satisfaction
8. indicate
9. be highly emotion-based
10. acquire
11. niceties
12. pull smb towards
13. push smb away).
14. address their problems
15. to object to
16. demonstrate your
disrespect
17. bore them to tears,
18. get smb actively involved
19. essential
20. competitive
21. sophisticated.
22. discerning,
23. acronym
24. engage with an advert
25. stand for
26. the boredom factor
27. be stoked by many
methods
28. approve of
29. precious
2.2.2 What are the key persuasive techniques used in
consumer advertising?
Testimonial- using words of an expert or famous person to persuade
Bandwagon- using social pressure to persuade people to purchase the product
because 'everyone else is doing it'.

29
Repetition- idea is repeated over and over, like in that "Head On" commercial
Transfer- using names or pictures of famous people but not direct quotes
Free or Bargain- a speaker suggests that the public can get something for
nothing or almost nothing
Glittering Generalities- in glowing terms and offering no evidence the speaker
or advertiser supports a candidate or a solution to social problems
Common Sense- trying to persuade using everyday sense of good or bad/right or
wrong
Emotional Words- words are used that make you feel strongly about an idea
Reasoning- luring the reader by listing or explaining reasons or an idea
Card Stacking- telling only one side of the story as if there were no opposing
view or other consideration
Exigency- creating the impression that action is required immediately or the
opportunity will be lost forever
Flag Waving- connecting a person, product, or course with undue patriotism
Innuendo- causing the audience to become wary or suspicious of the competition
by hinting that negative info may be kept secret
Name Calling- negative or derogatory words to create a distasteful association in
the mind of the audience
Plain Folks- using a person who represents the "typical" target of the ad to
communicate the message that we are alike, and I use/buy/believe this so you should
http://wiki.answers.com/Q/What_are_the_key_persuasive_techniques_used_in_consu
mer_advertising
b) Explain the other advertising techniques:
Anti bandwagon Reasoning Evoke emotions Demographic positioning
Snob appeal Scientific approach
c) Search for more advertising techniques and explain them.
d) Choose one (or more) advertisement to find the persuasive
techniques employed
2.2.3 The Elements Of Design
How Design Works To Bring You Customers
Our goal at Professional Advertising is to help you to become a stronger, faster,
smarter advertiser. We want you to know quality advertising design when [or if] your
graphic artist shows it to you.

30
Although we tell you about advertising design on this page, our goal is not to
teach you how to be a graphic artist. [And we assume that you want to focus on your
business anyway – not on becoming an advertising design expert.]
The advertising design information on this page should help you to understand
more about effective communication, and how your customers interpret your ads.
Advertising Design: Attention Is Always First
This one is simple. If people don’t notice your ad, your chance of success is
exactly zero. Your advertising design absolutely must get attention first.
Research indicates that 85% of ads don't get looked at, no matter how much
they cost to produce. You have to be seen if you want action. Just imagine losing 85%
of your customers because your ad doesn't stand out from the crowd. [Or think about
increasing the response to your ads by SIX times because they do get noticed].
Advertising Design: Imagery
Strong imagery is the best attention getter. A picture is truly worth 1,000 words
when it comes to getting attention. Ads that feature large visuals [60%-70% of the ad
is the photo] score the highest for stopping power.
But you need to make sure that you get the right kind of attention. A big,
beautiful, full color picture of a naked model will get you a lot of attention, but not the
kind you want. Don’t let a great picture dictate your advertising design. It is critical
for your imagery to match your message. Your pictures have to match your copy, and
together they must convey your intended message.
This is probably the most common mistake in advertising design. The pictures
don’t have much to do with the product or service, or they don’t convey the right
message. If the photo sells lust or humor, and you are selling security, the mental
contrast will confuse all but the most determined readers. People will pass you by
because the reason they were attracted to your ad [the picture] does not match what
you are selling. You have attracted the wrong attention with your advertising design.
Advertising Design: Contrast
If imagery is the first way to get attention with your advertising design, then
contrast is definitely the second way. Your ad must contrast with the other ads on the
page. That is why it is critical for designers to see the actual medium you will be
advertising in. If your ad just blends in with everything else on the page, you are
wasting your money. If your graphic designer doesn’t care where your ad appears –
fire them.
Even worse than blending in, your customers might mistake your ad for your
competitor's ad. You want your advertising design to give your company a unique
look that contrasts with the other ads around it.
Advertising Design: Be Different

31
If imagery is first, and contrast is second, then being different is the third way
to get attention with your advertising design.
People are attracted to unusual, new, funny, different things. You need to push
your advertising design as far away from your conservative side as your willpower
will let you. It may be hard, but do not listen to that little voice in your head telling
you to do a quite, calm, conservative ad. This is about results. Get a little crazy with
your advertising design.
If you live in North America, then you have seen the very best advertising in
the world. Americans are subject to the highest quality advertising ever created –
every day. Judge your own advertising design by the absolutely brutal competition
that you face. Your ads must come out on top. Professional Advertising is about
getting results, and being a little different is definitely part of the formula.
How Many Customers Do You Really Need?
This question may seem odd coming from us, but we are serious. This is about
maximizing your advertising dollar. Do you really need to reach everybody, or just
enough people to keep your business growing stronger every year?
At advertising design agencies, it is often said that the best work ends up on the
cutting room floor. Businesses often want their ads to be on the conservative side. Not
too loud, not too risky. Loud, attention-getting ads are cut. But there is a trade off
made with this decision.
Conservative ads don’t get attention. They are conservative. They will, in the
long run, make your business look highly professional and traditional. But the
conservative strategy of advertising design is about the most expensive path you can
choose.
Do you really need to be thought of as conservative? Even IBM now has dress-
down Fridays. Dell computer uses a loud teenage spokesperson. Merryl Lynch uses a
bull in a china shop. Maybe, [maybe], if you are a bank, a hospital, a non-profit, or a
funeral home, conservative advertising design is the way to go. But conservative ads
don’t get attention. And you need attention.
We are not endorsing risky advertising design here. At Professional Advertising
we actually like to play it on the safe side. But ask yourself, how many customers do I
need? If my loud-happy-funny-sexy-strange-bright-weird shaped-purple and pink ad
gets the attention of half of the people out there, maybe that’s all I need. If you leave
some of the conservative people behind with your advertising design, that’s OK.
By getting attention with your advertising design, you will maximize your
advertising dollar. Conservative advertising is very, very expensive. Don’t go crazy,
and always keep your target market in mind, but stretch to get attention with your
advertising design. S-T-R-E-T-C-H to get ATTENTION!
Advertising Design: Using Photos And Illustrations

32
This one is also easy. Pay for the best, most appropriate photo or illustration
available. Buy it, own it, keep it, and use it forever. Maybe it costs $100, or even $300
dollars. It is absolutely worth it.
There is an endless supply of fantastic photos available to you. There is a
perfect photo out there for your business. Our databases have tens of millions of super
high quality photographs and illustrations. Find the right one that conveys your
message, and you are half way to a highly effective ad.
Alternatively, if you use a poor photo, you have just cut the effectiveness of
your advertising design in half. Remember, companies that cut corners on advertising
design production are wasting a huge percentage of their advertising budget. Pay for
high quality production up front, and use it forever. The cost of production is trivial in
comparison to the cost of the media. Don’t waste your money by skimping on good
advertising design.
And of course there is a question of photo reproduction quality in the media
you choose. Every newspaper is printed on a different type of press. Every press is
different, and every printer is different. It’s your designer's job to know how to get the
best quality photo reproduction from the specific press that is being used. You don’t
want your photos to look like mud in the newspaper.
Advertising Design: The Psychology Of Color In Advertising
Understanding how your customers interpret color in your advertising can be
very important. First, different cultures interpret colors in different ways. Yellow
represents jealousy in France, sadness in Greece, happiness in the United States, and
is sacred in China. The moral, of course, is know your target audience.
Red is for excitement in advertising design. It is commonly used for automobile and
food advertising. Red is passion and sex, danger, velocity, and power. Yellow is a
great attention grabber in advertising design. It is sunshine, warmth, and happiness. It
is the first color your eye processes. Blue represents reliability, trust, security, and
technology. This is why businesses often use blue, green, teal, or gray in their
advertising. Blue is also coolness and belonging. Black represents sophistication and
strength. It is elegant and seductive. For the right product, black is a great color.
Green is a cool, fresh color. It is nature and spring. Purple is royalty. It is dignified
and refined. Pink is soft and feminine. It is security and sweetness. White (white) is
for cleanliness and purity in advertising design. It is youthful. But that doesn’t mean it
is for young people. Young people [teen and tween] prefer more trendy colors, like
mauve and teal.
There is also white space to consider in advertising design. Without white
space, you can’t read the text. Photos lose their impact, and the ad loses balance.
White space may be the most important component of your advertising design.
Gold is expensive and high class. Orange is playful. It is autumn leaves,
warmth and vibrancy. Silver is prestigious. It represents cold and science.

33
Don’t forget that every season has its’ own colors, and fashion changes [every
few minutes]. If you are trying to be trendy with your advertising design, then you
have to keep up with the trends.
Is all of this important? Everything in advertising design is important.
When color is used correctly, it adds impact and clarity to your message. When
color is used incorrectly, it can compromise your message and confuse your target
audience.
Color can draw attention, lead the eye, and add emphasis. It can be used to
show continuation and relatedness, or it can differentiate. Color certainly generates
emotions and associations. Color has meaning for people, and you need to make sure
that your colors say the right thing to your customers. Don't let poor advertising
design destroy your marketing campaign.
Here’s a quick example. In finance, the color red means loss. In engineering, it
means hot or danger. In the medical field, it means danger or emergency or health.
You want to make sure that you don’t send the wrong message by using the wrong
color. A high quality graphic designer will know the difference.
http://www.myprofessionaladvertising.com/The%20Elements%20of%20Design.htm
Analysing television commercials
a) Watch the advertisement at
http://www.youtube.com/watch?v=MxSd7vTr5GA
b) and read the analysis.
Audi's "Vampire Party" ad aired during Super Bowl XLVI
The story line of the commercial presents a guy (a vampire) driving by Audi to
the vampire party with a big portion of blood where everybody’s waiting for him. But
their idyll is accidentally spoiled when he arrives there. All the vampires burn away
with the LED headlights of an Audi S7. And when he gets out of the car he blazes up too.
The events in the commercial affect the way the viewer’s feel. The voices,
facial expressions, body language carry a certain message to the viewer. The ad is
aimed to be funny, not even scary because of killing vampires. The actions remind first
of all of “The Twilight Saga” and create some movie atmosphere that attracts viewers’
interest at once. So the actors that resemble the Twilight actors have been chosen for
the ad to appeal to the viewer. In fact, there is no doubt that looking at the vampire
guys all girls obsessed with “The Twilight Saga”, “True Blood” or “Vampire Diaries”
would be attracted to the ad. The first thing that grabs our attention is the main
character driving a cool car like all tough guys usually do in the listed above films. The

34
second is that the vampire party takes place in the forest where vampires feel “forever
young and free”. The third is the choice of clothes, all the vampire girls and boys are
well-dressed, and they’re stylish to make the viewer feel sympathy for the vampire
fops. The age of the actors is between 18-25.
The lighting helps set the scene and create the relaxing mood. The color of the
video is in Twilight-style too. It uses dark, subdued colors. There is a good soundtrack
also – “Echo and the Bunnymen – The Killing Moon” with right lyrics. The soundtrack
allows grabbing attention of amateurs of indie and post-punk music including Twilight-
fans. This track is quite versatile and might be loved by everyone. Other most affective
sounds used in the commercial are the sounds of growing vampires’ teeth, the sounds
of bursting and climbing on trees vampires. They make the ad a fascinating mixture of
a horror movie and funny masterpiece.
Modern English is used in the advert. The language also contributes to creating
a free and easy mood as when watching the movie “The Twilight”. The funny theme of
killing vampires (in our case it’s the ruining of the vampire party) exploited in this
Audi ad tries to persuade us and promises "Daylight, now in headlight" used as a
slogan there. The super-bright headlights are compared to daylight as if they could kill
vampires. The slogan is easy to remember and it decodes selling point in a proper way.
This is a commercial of few words. But what they say grabs our attention since the
characters pronounce their cues with some intrigue that helps to create a film
atmosphere and makes the commercial’s plot interesting and exciting. The main cues
are: “There he is!”, said some of the vampires; “Party’s arrived”, said the guy. And
that’s all, except short vampires’ death agony.
Definitely the vampire story is mostly targeted at young people and it attracts
both males and females. Even using the hash tag #SoLongVampires like in Twitter
describes the commercial orientation of young people. The young audience
understands the characters’ actions for sure.
We can assume that the TV ad is successful since it combines all the facets to
satisfy the target audience (from the choice of the actors and the background to the
language and other sound components).
c) Develop the analysis focusing on the employed persuasive
techniques
d) Choose one TV commercial to analyse it following the
model and the outline below.
The following text is a guide to analysing television commercials

35
Looking at the narrative structure or the story line of the
commercial
 What happens in the story of the commercial?
 How might the actions and events affect the way the viewers feel or their actions?
 Who is the story trying to attract - young? old? males? females? (this is called a
target audience)
Looking at the dialogue and the language
 What do the characters say to one another?
 What are they saying to the viewer?
 How does what they say grab our attention?
 How does what they say try to persuade us? What kind of language is used?
Look for alliteration, metaphor and simile.
 What mood is the language trying to create?
 Is it funny, scary, exaggerated?
 Is one thing being compared to another?
Looking at the people ( the actors employed to perform the roles in a
commercial) animals and animated characters in commercials
 Have the actors, animals etc. been chosen to be attractive in some way to the
viewer?
 Who would be attracted to them?
 How does the choice of actor and the way they appear, interest and grab the
attention of the viewers? Look at the clothes they wear, the age of the actor,
the setting in which the characters have been placed.
 Is the viewer made to feel sympathy for and understand the characters
actions?
 How do the characters use their voices, facial expression, body language to
carry a message to the viewer?
Looking at the use of lighting, color and music and sound
effects
 How does the lighting help set the scene? create a mood?
 How is music used to grab attention? create a mood?
 Is there a jingle used in the commercial? A jingle is a simple tune that the
viewer will remember when they see the product.
 How does the jingle link the product and the viewer? (e.g easy to
remember the product name?)
 Who is it trying to attract? young? old? males? females?
 What affect does the colour used have on the viewers?

36
 What sounds are used and how do they affect the viewer?
http://www.kidcyber.com.au/topics/advertising.htm
2.3. What is logo?
a) Read the text & explain the meaning of the words in bold.
The dictionary meaning of a logo is a symbol, sign, or emblem. Human beings
have used such symbols throughout time to convey a succinct message. In present
times, logos tend to be a stylized name & unique symbol, graphical in nature,
designed for easy recognition of an organization. It is a tool to build an identity for the
organization, as part of its trademark or brand, and to generate favorable thoughts
and feelings about the organization.
Logo is affixed, included, or printed on all advertising, building,
communications, literature, products, stationary, and vehicles. Logos should not be
confused with a brand, which identifies a product or family of products. Logos can be
also called logotype.
b) Your vocabulary bank. Think up exercises & fun activities to
1. to generate favorable
thoughts and feelings
2. be affixed
3. stationary
4. vehicle
5. a tool
6. to build an identity for the
organization
7. be confused with a brand,
8. family of products
9. trademark
10. throughout time
11. succinct message
12. In present times,
13. tend to be
14. a stylized name be designed
for easy recognition of
http://www.businessdictionary.com/definition/logo.html#ixzz2jM2j3E1Q
http://www.treefrog.ca/what-is-a-logo
What makes a logo great?
Logos define brands and they create corporate images because logos are what
sticks in people’s mind and creates associations. Think Coca-Cola, Nike, or
McDonald’s – what do you instantly picture in mind? Right, their logos. Great logos
will never allow their consumers forget about the brand – it’s what prompts them
choose one product over alternative: people tend to stick to something familiar,
something that brings up positive associations.
http://www.hongkiat.com/blog/logo-design-gone-wrong/

37
 Can you answer the question in the title?
 Watch the video ‘What Makes a Good Logo’ on the
youtube. What are the three basic things important to
design a good logo?
(http://www.youtube.com/watch?v=XSdii7Yx8qU)
Read the text below & find out more criteria. You have to
match the title of the subheading (the quality) with the
paragraph
The logo :
a) Timeless
b) Something to remember, catches the
eye
c) It should fit your image and be
relevant
d) Unique
e) Versatile
f) Simple, yet smart
g) It works well as black and white too
h) (A Clear message
i) Goes well with
different
backgrounds
j) (Well-drawn
k) It scales well
l) The client loves it
m)Working well with
different types of
media
The Characteristics of a Good Logo Design 2
Tuesday, 15th June, 2010 by Hilde Torbjornsen in Logo Design.
Anyone can make a logo, but making a truly good logo design is something that
takes more than just a PC or mac with the required software. There are many
guidelines you should have a look at before deciding which logo design you choose in
the end.
Remember that your logo will be part of
your brand and for that reason it needs to be taken
seriously. If you’re a designer you would want to
look out for these tips. If you’re someone ordering
a logo from somewhere – make sure the provider
can give you a logo fitting most of these criteria.

38
(1)………………………………………………………………….
If there is any use of other elements in your logo besides the fonts, make sure it
is relevant. The use of wrong elements in your logo design could give a confusing
effect towards potential customers. Also if you already have a strong color-scheme on
your website and so on, you would want to make sure the new logo fits in with that
style.
(2) ……………………………………………………………………….
Picture by Guillaume Riesen
By adding relevant elements that fit the image you want to reflect, your logo is
likely to get attention. Try out different color schemes and
fonts to make sure its memorable and looks fresh. This way
you make people stop for a second when they see your
logo. This is a very important part of building up your logo
as a successful part of your branding. Try to think a bit
different, play around a bit to find something that is eye
catching.
(3) ……………………………………………………………………
You’d want your logo to be unique. Never copy the look of any other logo
you’ve seen, no matter how much you liked it. You want to stand out from the crowd.
This also means being able to think outside the box and experiment with the different
elements. Some niches can sometimes have many companies with similar blending
logos. Have a look at your competition in the business. Instead of blending in – you
should aim to stand out!
(4) ………………………………………………………………………
Picture by Zsuzsanna Kilian
Less is more, simple is smart. Never use too many
different fonts or colors, and never add a photo to the logo
design. If you want an illustrative element to accompany the
text, use simple shapes. If you look around at some of the
logos you remember best, they’re all simple. Some examples are the Apple logo,
Nike, Coca Cola, Pepsi, Samsung, Nokia and so on. You recognize them immediately
and they’re all very simple at the same time as they’re part of powerful brands.
(5) ………….…………………………………………………

39
The logo you want to go for should be something you can stick with for years
to come. By steering clear of all current trends and going for solid and simple, smaller
changes can be done later on without losing the characteristic look. If you have a look
at an Apple logo from years back, it still has those characteristics you recognize
today. If your business or website last for another fifty years, you are likely to make
smaller changes along the road – but they should be simple. The simpler the logo you
make from the start, the better it holds through the years.
(6) …………………………………………………………
Picture by Michal Zacharzewski
Keep in mind where you want to use the logo, and
make sure it can fit. This could be on websites, as part of
ads, on T-shirts, printed media and so on. Again, simple
goes with everything. During the process you should
also take the time to try it out on different media to
make sure you get the look you want. What looks good on plain white paper may not
look so good on a busy website. Only one way to find out: try while you’re in the
design process to be able to do adjustments as you go.
(7) ………………………………………………………………….
As part of being simple comes a clear message. If you’re trying to say anything with
your logo, make sure it can be executed in a simple way. Test out the design on
friends or co-workers to hear their associations when they look at it. It doesn’t help
that you see one thing if no one else get it.
(8) …………………………………………………………………………
Make sure every element is crisp and flawless. If you want for instance a flower
in the logo, make sure it’s done exactly how you want it. Sometimes there can be one
tiny thing that will make you crazy for years if you don’t get it solved immediately.
Make sure none of the shapes look as something other than they are (except if that is
your message). The logo should be drawn and cleaned up in proper vector-software
without any loose ends. This will also make adjustments easier during the rest of the
design process and in the future.
(9) …………………………………………………………

40
The one who orders the logo should be satisfied. If that person is you, make
sure that you keep a good communication going with the designer. And if you are the
designer, you have to make sure the client is happy, even if it takes a redraw or three
to get there. Happy clients make a good portfolio and keep coming back for future
projects. If it’s your own logo and you’re not satisfied from day one – this can be a
very bad influence on your brand.
(10) ……………………………………………………………….
Picture by Flavio Takemoto
As with versatility regarding where to put it, a good
logo also has to do well on different colors. Try out the
design with light and dark backgrounds to make sure both
work. There are many reasons for why you want this. Some
are that it won’t need a redesign for use with different T-
shirts, ads and more. We can all change our minds, maybe you do changes to things
later on – so make sure the logo will still fit for the future.
(11) ……………………………………………………………………
It’s common practice to get the logo designed as a vector. This means that it
will still stay crisp and clear no matter how much you enlarge it. You also have to
remember that it should be able to work well in a small version. Don’t have so much
detail that everything disappears if you for example put it on a business card or in a
smaller printed newspaper ad.
(12) ……………………………
Picture by Hugo Humberto Plбcido da Silva
Most great logos remain recognizable
even if they’re changed into black/white. This
should be the case for yours too! This can in
many situations save you costs when needed
and it will do fine if a document is copied. It
can also be the test of the logos «personality». If you still recognize it when in black
and white, that’s always a good sign.
(13) ………………………………………………………….
As mentioned before you should try your logo out in different settings before
you make your final decisions. It won’t cost you much to make a test including a
business card, cd-cover, magazine ad, website-banner and so on.

41
These were some of top tips on how to make sure your logo has the good
characteristics from the start.
http://www.freelancelogo.com/2010/06/the-characteristics-of-a-good-logo-design/
b) Comment on the logo of our university.
Does it fit all the criteria in the text?
c) Watch the video file “The starbucks logo
explained” on the youtube. Tell as much as
you can about history of the logo. make up
questions about about the information in
the video.
http://www.youtube.com/watch?v=_APClZ0NrYE
d) Your vocabulary bank. Think up exercises & fun activities to
contexts.
1. be likely to get attention
2. memorable
3. look fresh
4. think a bit different
5. eye catching.
6. no matter how much you
…..
7. stand out from the crowd
8. think outside the box
9. experiment with the
different elements
10. blend in
11. you keep a good
communication going
with the designer
12. takes a redraw or three to
get there
13. make a good portfolio
14. an illustrative element
15. give a confusing effect
16. towards potential
customers.
17. have a strong color-
scheme on your website
18. unique
19. fit in with that style
20. go for solid and simple,
smaller changes
21. current trends
22. Lose the characteristic
look.
23. keep coming back for
future projects
24. versatile (ity)
25. need a redesign
26. hold through the years.
27. flawless
28. required software
29. guidelines
30. to look out for these tips
31. fit the image / most of
these criteria.
32. the fonts
33. relevant
34. looks good on plain
white paper
35. look good on a busy
website.
36. do adjustments
37. be executed in a simple
way
38. Test out the design on
friends
39. hear their associations
40. crisp
41. enlarge
42. As mentioned before
What makes a bad logo?

42
While the implementation of an effective logo can set a company up for
success, the opposite is also possible. When outside input
isn’t gathered to evaluate logo prototypes, designers can
miss major steps and the result can be disastrous.
For instance, In this case the logo design was
destroyed by the lack of letter spacing. Running your
letters together in a logo design can cause you problems
with "readability". Just plain bad logo design.
http://www.artistmike.com/Bad-Logos/BadLogos.html
Watch three videos “Logos: The Good, the bad, and the downright
offensive” on the youtube & conclude what way you should
have been accurate.
http://www.youtube.com/watch?v=-iuk0PbfaHY
http://www.youtube.com/watch?v=-iuk0PbfaHY
Types of logo design
Is a logo just a logo or do they fall into certain categories or types of logos?
So, the object of a logo is to act as a mnemonic device and identifier, to
communicate a desired thought or feeling, and to generate a desired emotional
response. A thought-provoking logo design can strengthen your brand image and
corporate identity, giving you a psychological advantage over your competition. Your
logo is the core of your corporate identity, defining and symbolizing the character of
your company or organization.
There are three basic types of logos:
Iconic/Symbolic - Icons and symbols are compelling yet uncomplicated
images that are emblematic of a particular company or product. They use imagery that
conveys a literal or abstract representation of your organization. Symbols are less
direct than straight text, leaving room for broader interpretation of what the
organization represents. In order for a symbol to be a truly effective logo, it should
conform to these maxims:
Instantaneously recognizable.
Memorable.
Clarity when reproduced in small sizes.
Can be illustrative in nature, either concrete or abstract.

43
Logotype/Wordmark - A logotype, commonly
known in the design industry as a "word mark",
incorporates your company or brand name into a uniquely
styled type font treatment. Type fonts come in thousands of
possible variations, shapes, sizes, and styles, each
conveying a slightly different impression upon your
intended audience. Script fonts imply a sense of formality
and refinement. Thick fonts proclaim strength and power,
whereas slanted type fonts impart a sense of motion or movement. Type font
treatments can also include hand-drawn letters, characters or symbols that have been
rendered in such a way as to intrigue the eye and capture the interest. Images can also
be integrated into a logotype, often to great visual effect. Of prime consideration
when selecting a logotype or wordmark is legibility and ease of recognition, even
when reduced to the size required for printing your
business cards.
Combination Marks - Combination Marks are
graphics with both text and a symbol/icon that signifies the
brand image that you wish to project for your company or
organization. Concise text can complement an icon or
symbol, providing supplemental clarity as to what your
enterprise is all about.
There are integrated and stand alone combination
marks. For instance, Starbucks logo has the text with the graphic integrated, whereas
the AT&T logo has the icon separate from the text.
http://www.logodesignsource.com/types.html
You can also watch the tutorial ‘3 types of logos’ on the tube
about the same ideas (http://www.youtube.com/watch?v=-fsBrjGWlWg)
Which type of logo is right for your product or service?
There are no specific rules in design to define right or wrong when it comes to
logos. Graphic design is a creative process and each and every brand must be
approached in a unique way. But don’t worry, finding the right solution for you and
your business, product or service is all part of your professional graphic designer’s
job!
However, as there are many ‘unknown’ areas to what a client is looking for,
most graphic designers find it hard to give clients a price without knowing their
specific requirements, target market and long term goals.
http://www.soulspace.com.au/7-different-types-of-logos-for-small-to-medium-businesses-which-one-is-the-
right-for-yours/

44
c) Your vocabulary bank. Think up exercises & fun activities to
contexts.
1. Concise text
2. complement an icon or
symbol
3. provide supplemental
clarity a
4. what your enterprise is
all about.
5. symbolize the
character of your
company
6. uniquely styled type
font treatment
7. proclaim strength and
power
8. impart a sense of
motion or movement
9. mnemonic device
10. identifier
11. to communicate a
desired thought or
feeling
12. to generate a desired
emotional response
13. thought-provoking
logo design
14. strengthen your brand
image
15. the core of your
corporate identity
16. hand-drawn letters,
17. define
18. capture the interest
19. Of prime consideration
20. and ease of recognition
21. compelling
22. uncomplicated
23. emblematic
24. less direct
25. straight text
26. leave room for broader
interpretation
27. conform to these maxim
28. Instantaneously
29. to intrigue the eye
30. refinement
31. Thick fonts
2.4. What makes Advertising slogans?
Advertising slogans or taglines are short slogans that add a description of a
brand or product or create an association with the brand. They are one of four types
(see types of slogans) and seem to be most effective if they describe one key attribute
of the brand or product.
So if you want to create an effective advertising slogan, the first step is to
identify the key attribute of the product – what to people think of or what do you want
them to think of when they hear the advertising slogan.
Then think of how that key thing can be expressed in the four different ways:
- describe the product (descriptive slogan) “The pause that refreshes”
- exaggerate the products characteristics to make a point (superlative slogan)
“Like a rock”
- command the audience to some action (imperative slogan) “Just do it” or
“Don’t leave home without it”
- make a statement or ask a question that gets people to think (provocative
slogan) “Greatness is the prize”
Try out all four ways of describing or drawing attention to the one key aspect of
your brand. After a few (or maybe more than a few) tries, one will stick and you will
have a catchy advertising slogan.
Also keep in mind there are four basic personality types and slogans can be created
that communicate to each type.

45
People who are primarily interested in other people love stories. They are
pushovers for emotional stories of people overcoming difficulties, families united
against obstacles, people who triumph in the face of adversity and so on. If you are in
their office, you will notice pictures of kids and pets. They will be more motivated by
a single emotional testimonial than by charts, graphs and statistics. So when you are
writing a slogan, consider an emotional testimonial from someone who loves your
product or organization.
People who care more about information than other people, love as much
information as you can provide. They are poor decision makers and will keep you
busy with information requests to postpone a decision. They love charts, graphs and
statistics. Their office will likely have charts on the wall instead of artwork. So if you
know there are some of these types in your audience, make them happy by including
slogans with numbers and statistics.
People who care about all types of information, stories and data, tend to be very
busy people because they are constantly soaking in everything around them. People
with this type of personality often rise to positions of authority because they are good
with both knowledge and interpersonal skills. So they will often be the decision
maker. So if you are writing a slogan to address this audience, make it literal and to
the point.
People who care about themselves to the extreme are narcissists. This personality
type will evaluate all communication based on what the concept or offer will do for
them. Slogans that make them feel good about themselves will win them over.
http://www.stickyslogans.com/advertisingslogans.html
Types of Sticky Slogans
There are basically four kinds of slogans:
Imperative Slogan - a command to do something:
– Advertise Here! (Not very original but you get the message.)
Descriptive Slogan - describes the key feature or benefit of the
organization or person:
– Free ads here!
Superlative Slogan – exaggerates but in a way that makes a point and is
something you believe to be true:
– Our ads have never been more free...
Provocative Slogan - makes the listener or viewer think or reflect on their
situation:
– Free Ads? From What?

46
If you are trying to think of a slogan, a good brainstorming technique is to say
essentially the same thing in each of these four ways and see which one has the best
ring to it.
As an example:
Descriptive Slogans
- Neighborhood Services - Intelligent
Changes for Our Community
- John Jones - Bringing Positive Change
to Our School
Imperative Slogans
Neighborhood Services - Change
Things
John Jones - Changes You Can Count
On
Superlative Slogans
Neighboorhood Services - The Smartest
Choice for Community Change
John Jones - The Most Intelligent
Choice for Student Council
Provocative Slogans
Neighborhood Services - Do you really
want anybody else making changes?
John Jones - What kind of change do
you want?
Each of these slogans makes the point that Neighborhood Services (or John
Jones in the case of an election) is a smart organization/person that will make some
positive changes in the community. But each slogan is quite different and has a
different ring to it.
3. The language of advertising
Words and phrases used in advertising
• Is advertising language normal language?
• Does advertising language sometimes break the rules of normal language?
Language has a powerful influence over people and their behaviour. This is
especially true in the fields of marketing and advertising. The choice of language to
convey specific messages with the intention of influencing people is vitally important.
Visual content and design in advertising have a very great impact on the
consumer, but it is language that helps people to identify a product and remember it.
The English language is known for its extensive vocabulary. Where many other
languages have only one or two words which carry a particular meaning, English may
have five or six.
Moreover, the meanings of these five or six words may differ very slightly and
in a very subtle way. It is important to understand the connotation of a word.
Connotation is the feeling or ideas that are suggested by a word, rather than the actual
meaning of the word. Armchair, for example, suggests comfort,
whereas chair arouses no particular feelings.
The target audience, of course, also puts its own meaning into certain words.
Different people sometimes interpret language in different ways.

47
Both the mass media, when reporting news items, and marketing and
advertising personnel have to consider the emotive power of the words they use. First,
they make a decision about what to communicate and what to withhold.
One way in which advertisers adapt language to their own use is to take
compound words and use them as adjectives. These compounds often later become
widely used in normal situations. Examples of these compounds which have become
part of the English language are: top-quality, economy-size,chocolate-
flavoured, feather-light and longer-lasting.
The language of advertising is, of course, normally very positive and
emphasizes why one product stands out in comparison with another. Advertising
language may not always be "correct" language in the normal sense. For example,
comparatives are often used when no real comparison is made. An advertisement for a
detergent may say "It gets clothes whiter", but whiter than what?
A study of vocabulary used in advertising listed the most common adjectives and
verbs in order of frequency. They are:
1. new
2. good/better/best
3. free
4. fresh
5. delicious
6. full
7. sure
8. clean
9. Wonderful
10 special
11. crisp
12. fine
13. big
14. great
15. real
16. easy
17. bright
18. extra
19. safe
20. rich
1. make
2. get
3. give
4. have
5. see
6. buy
7. come
8. go
9. know
10. keep
11. look
12. need
13. love
14. use
15. feel
16. like
17. choose
18. take
19. start
20. taste
Good and new were over twice as popular as any other adjective.
Exercise
 Find a word in the text which means an especially strong or powerful influence
or effect.
 Find a word in the text which means delicate, not easy to notice.
 Can you think of any products which could be described as economy-sized?
Can you think of any other compound adjectives that could be used in
advertising?
Look at number 11 on the list of adjectives. What kind of products could be
described as crisp?
http://www.linguarama.com/ps/marketing-themed-english/the-language-of-advertising.htm

48
Wording characteristics of English advertising texts
Generally, advertisers try by various means at their disposal to get people to buy
the products or services advertised. An advertiser attempts to construct an
advertisement that will fully attract the attention of the potential purchaser and have
persuasive effects. Therefore, he or she makes full use of every word to draw readers’
attention and arouse their interest. English advertising texts (EAT) display many
unique features of wording, such as frequent use of simple words, clever use of
coinages, loanwords, monosyllabic verbs, and simple adjectives, as well as
compounds, etc. which will be discussed briefly and separately in this part.
1. Simple and informal words
Shakespeare said, "Brevity is the soul of wit". The function of advertising is to
provide information, attract consumer, exploit market, and promise the quality. A
simple advertisement is intended not only to arouse the reader's attention and interest,
but also to make consumers remember it. Therefore, an advertisement must pay
attention to its language, and the first step is to use popular and oral language, the
second step is to use some single-syllable words or fewer letters to make it easy to
understand and memorize.
For example:
(1) “I couldn’t believe it, until I tried it!
I’m impressed! I’m really impressed!
You’ve gotta try it!
I love it!”1
This is an advertisement of a microwave oven. The words in it are very simple and
oral. It uses the slang “gotta”, which means “got to” in American English, to give an
impression that this advertisement comes from real life.
(2) “Buy one, get more.”2
This is an advertisement of selling automobile. “buy” and “get” which are two
simple monosyllabic verbs show the bilateral activities between advertisers and
consumers directly. It expresses advertiser’s sincerity, and on the other hand the
advertisement lets consumers have the feeling of simple, efficient, affordable in
order to increase the reliability between advertisers and consumers.
2. Misspelling and Coinages
In some of advertisements, the advertising copywriter misspells some words on
purpose, or adds some suffix or prefix to some common words. New original words
are created to attract addressees’ attention and to meet their needs for curiosity and
novelty. Such freshly made words and phrases may suggest that the product or service
being advertised possesses peculiar qualities as well as the value of novelty. Many
words in advertisements, especially in trade names, are words newly coined, or
deliberately misspelled and abbreviated. Furthermore, some misspelling words help

640.business communication evaluating an advertising process

640.business communication evaluating an advertising process

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