WHAT MAKES A GOOD ADVERT?
5.1
47
2
b
Inferring opinion
Work with a partner to discuss
the following. Which of the people in the text do you
think would agree with or say the following? Why?
1
Advertising helps people to escape from reality.
2
Strong symbols and carefully chosen words are the
key to good advertising.
3
Impact is the most important aspect of advertising.
4
Being too repetitive in an advert can be dangerous.
2
c
Which opinion do you agree with the most?
VOCABULARY
ADJECTIVES, ADVERTISING
3
Find adjectives in the first two texts in Exercise 2a
which mean the following.
1
attracting your attention easily
2
unusual, attractive and noticeable
3
amusing and enjoyable, easy to remember
4
very surprising
5
works well and produces the results you want
6
able to make people do or believe something
7
funny and clever
8
not interesting or exciting
9
imaginative, using completely new and different ideas
10
unusual and exciting because it comes from a
distant country
4
Match the words connected with advertising with
their meanings.
sponsorship commercial (n) promote jingle
misleading slogan endorse logo
1
an advert on TV or radio
2
financial support a company gives in order to get
publicity for themselves
3
a short phrase that is easy to remember
4
to say publicly that you support or approve of something
5
giving the wrong idea or impression
6
special design/symbol that a company puts on all its
products or adverts
7
to help to sell something, especially by advertising
8
a short, easy to remember phrase with music
5
a
Choose the correct words.
A:
OK, let’s brainstorm how we’re going to
1
promote
/
endorse
this product.
B:
Well, we could get a famous celebrity, like an actor
or sports star to endorse it.
A:
I think that would be much too expensive.
2
C
ommercial
/
Sponsorship
of a TV programme would
also cost a lot. And a TV
3
logo
/
commercial
is out
of the question for the same reason. I’ve seen some
great TV spots which are visually beautiful and really
4
eye-catching
/
shocking
, often set in romantic or
5
dull
/
exotic
locations. But I don’t think they’ve been
very
6
effective
/
witty
as people can’t remember the
product they’re advertising.
B:
I agree, but we don’t want something
7
catchy
/
dull
and boring. How about advertising on the internet?
Would the budget run to that?
A:
Yes, we could stretch to that.
B:
And would you like something mysterious and clever
or witty and with a(n)
8
eye-catching
/
catchy
jingle?
A:
Maybe. What I really want is something new and
9
dull
/
original
. But most importantly, it must be
10
persuasive
/
misleading
. It must get people to buy
the product.
5
b
5.1
Listen and check your answers.
LISTENING
6
a
5.2
Listen to three people talking about different
adverts and answer the questions for each extract.
a
What is the type of product?
b
Did the speaker remember the brand?
c
Did the speaker like the advert?
6
b
Listen again and note down the adjectives that
each speaker uses to describe the advert.
6
c
Which advert was the most effective? Why?
SPEAKING
7
a
You are going to discuss some photos for use in
adverts. Work in groups of four, two As and two Bs.
Student As:
Look at the two photos on page 156.
Student Bs:
Look at the two photos on page 158.
With your partner, discuss the following.
1
Which product(s) you could use them for.
2
How you would use them for advertising.
3
What slogans you would choose.
7
b
Now work in new pairs, A and B. Explain your
advertising ideas to your new partner.
