Look what some people have said when discussing their ads campaigns. Match the words or phrases in bold (1-6) with their synonyms (a-f).

a) change perceptions

b) generate a buzz

c) have an emotional appeal

d) have a rational appeal

e) rebrand

f) reinforce the existing image

8. How do you think advertisements vary between countries? Read the opinions below. Do any of them surprise you?

Which opinion refers to:

1. universal advertising?

2. a change in status of foreign stars?

3. differences in advertising styles?

4. a product that has a different status in different cultures?

Listening

Two colleagues at Red Arrow are discussing which advertising channels they should use in the Joys of Germany ad campaign. Listen to the dialogue and make a list of the channels they mention in the table below. Then add one more item to each category.

Print media	Online	Outdoor	Other

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