DO YOU AGREE WITH THE FOLLOWING STATEMENTS?

Statement by John Singleton, prominent Australian advertising executive: An advertisement is a paid-for piece of communication intended to influence or inform people.

Extract from the book Media: An English Approach by Sean Monahan

Since advertising is a powerful, persuasive force in society, it is important for people to become aware of how its language and visual symbolism seek to influence them. … Advertising is the poetry of mass media, offering many opportunities to enjoy the fertile playfulness of language.

The advertising industry is good at celebrating creativity. And so it should be.

Creative ideas are our stock in trade. They are our competitive edge. But, in pursuing creativity, we should not lose sight of the fact that advertising is a business tool that should be measured by its ability to contribute to the achievement of business goals.

Quote from Dr James Twitchell in Smithsonian, April, 2000

Often advertising is not about “keeping up with the Joneses”,(wanting what another person has) but about separating you from them. That’s especially true of advertising directed at a particular group, such as adolescents or young adults. It’s called “dog whistle” advertising because it goes out at frequencies only dogs can hear.

Decide with your partner if the following statements are true or false.

1. In the UK an advertisement is often called a ‘spot’.

2. There are no advertisements on BBC TV and radio.

3. There are three recognised abbreviations of‘advertisement’: ‘advert’, ‘ad’ and ‘adv’.

4. A ‘commercial’ is an alternative word for an advertisement on television or radio.

Tobacco ........................................ in the UK is banned on television and radio and in magazines and newspapers. Is it banned in your country? Do you think it should be? Why (not)?

4. Do you think that tobacco, cigarettes etc. should be forbidden near schools?

5. What are the funniest three .................... you have ever seen?

Discuss the difference in meaning between the words ‘publicity’ and ‘advertising’.

.Do you believe ‘before and after’advertisements? Why (not)?

Discuss the following statement.

Having a good product is not as important as having an eye-catching logo and a memorable slogan or catchy jingle.

Discuss what you think was wrong with the following advertising campaigns.

• A hair products company advertised new styling tongs with the name ‘Mist’. They sold well all over the world but were not a success in Germany. Why not?

• An electronics company produced a new vacuum cleaner and advertised it with the slogan, ‘Nothing sucks like (name of product)’. The vacuum sold well in English-speaking countries but not in America. Why not?

• A company selling nappies worldwide used the image of a stork delivering disposable  nappies to expectant parents. The advert was a success in Europe and America but a failure in Japan. Why?