46
IN THIS UNIT
GRAMMAR
• second conditional
• comparison
VOCABULARY
• adjectives
• advertising
• words with a
similar meaning
• word combinations
SCENARIO
• the language of presentations
• giving a presentation
STUDY SKILLS
• critical thinking
WRITING SKILLS
• an opinion-led essay
Advertising
5.1
WHAT MAKES A GOOD ADVERT?
5
You can tell the ideals of a nation by its advertising.
Norman Douglas, 1868–1952, Scottish writer
SPEAKING
1
Work with a partner to discuss
the following.
1
Have you ever bought something
just because of an advert? When?
2
Are there any adverts which you
particularly dislike? Which one(s)?
Why?
3
Think of a memorable advert.
Describe it.
READING
2
a
Read three opinions about
advertising. Are these statements true,
false or partly true?
1
Michael Hamilton says that adverts
must attract attention and be colourful.
2
He also states that an advert should
encourage us to do something.
3
Miranda Hoyles states that adverts
nowadays do more than in the past.
4
Hoyles also says people like adverts
that reflect everyday life.
5
Christie Peterson focuses on company
names, slogans and logos.
6
She says that mystery in an advert
is more important than learning the
product or company name.
Advertising has changed over the years. Adverts are no longer purely
informative and focused on the product. Many of the adverts that we
see today are short stories telling inspirational tales that are often witty,
humorous and sophisticated. People do not want to remember that life
can be dull. They want to see something original and creative. The adverts
take away the ordinariness of everyday life and take us to somewhere
exotic.
Miranda Hoyles, head of US advertising agency
“
“
Many people talk about advertisements that are exciting and intriguing. But
for me, an instantly recognisable logo is really important. Good logos have
been built up so they are recognisable. Part of what makes a good advert is
a clear symbol that people immediately identify with the company. A good
slogan also helps you make a connection. ‘The real thing’ makes you think of
a particular fizzy drink immediately. It’s also important that your slogan does
not become irritating.
Christie Peterson, illustrator
“
“
“
“
First of all, an advert has to be attention-grabbing and powerful. You
need a strong image that is eye-catching, a catchy slogan, a joke or
something shocking. In advertising, we talk about the AIDA formula. A
is for attention. I is for interest. D is for determination. A is for action.
An ad needs to do more than get our attention. It also has to be
effective and persuasive. It must get us interested, make us want the
product and motivate us to go out and buy it.
Michael Hamilton, advertising executive
