Table of Contents
- Introduction and Advertising Techniques
- Advertising Media
- Production and Regulation of Ads
- History of Advertising - the Pros and Cons of Advertising
- Text and Worksheets available at our shop
Advertising is a message that tries to sell something. Companies advertise everything from cars to candy. Advertising is also used to change people’s ideas. For example, an ad could try to make voters choose a certain candidate for president. Ads appear almost everywhere you look. You find them on the radio and on TV, in magazines, shop windows and on T shirts. They show up inside elevators, on school buses and even in schools. About 600 billion dollars are spent on advertising around the world every year.
Advertising does two main jobs. It tells people about something, like a product or a service and it also works to make people want to buy the product or service.
Ads do their jobs in many different ways. Many printed ads have headlines or boldly printed words that make people stop and read them. The headline may promise something that the reader wants, like a good price. Other headlines may carry the announcement of a new product.
Some ads use slogans that are used over and over again .They are easy to remember and often use a catchy phrase. Sometimes slogans are not related to the product.
In many ads a famous person talks about a product and tells why they use it. This person may be an actor, a model or a well-known athlete. Or they may just be an average user of a product.
Ads also compare a product with another one of the same type. The ad points out why a product is better.
Some ads feature cartoon or product characters. They may appear in an ad over a long time. The characters become well known and people identify them with a product.
Repetition is one of the most basic techniques used in the advertising business. Advertisers broadcast their commercials several times a day for days or weeks to get the message across. When people see an ad more often they may be more likely to accept the message and want the product.
- accept =to say yes to
- ad = short word for advertisement
- announcement = an important or official statement
- appear = can be seen
- athlete = a person who competes in a sporting event
- average =normally, usually
- basic = main
- bold =here: words that are in thicker print than others
- broadcast = to send out radio or TV programmes
- business =here: job, work
- cartoon = a short film that is made up of many drawings or pictures
- catchy = easy to remember
- certain =special
- choose = to decide which one you want
- commercial = an ad on TV or on the radio
- compare =to put side by side
- elevator = a machine that takes you from one floor of a building to another
- feature = show
- get the message across =to make sure people understand what you want to say
- headline = the title of a newspaper report that is printed in large letters on the first page
- identify =connect
- message = written information that you leave for a person
- point out = to show
- printed ad =an ad in a newspaper or magazine
- promise = to tell someone that you will do something
- related = connected
- repetition = to do or say something many times
- service = the work you do for someone
- slogan = a short phrase that is easy to remember
- techniques = way to do something
- voter =a person who elects someone for a job