Advertising. The history of advertising.

Ø What is a good advert?

Advertisers like language that suggests their product is of especially high quality.

Buy our latest CD player – many innovative features. The design of our beds is unsurpassed. Our cars leave other cars standing. Use our exam courses – they will put/leave other candidates in the shade.

Advertisers like language that suggests value for money.

Rock-bottom prices in our sale. Prices slashed! Bargains galore!

Advertisers like language that suggests luxury and comfort.

Pamper yourself with our new perfume. Indulge yourself with the best. Enjoy a sumptuous meal in opulent surroundings. Live in the lap of luxury for two weeks.

Advertisers like language that suggests scientific backing for their product.

Vacuum cleaner scientifically designed to help you exercise as you use it. Health drink medically proven to boost energy levels. All our computers are state-of-the-art.

Advertisers like language that suggests their products make us more attractive.

Our ties will make you stand out in the crowd. Our new lipsticks are tantalisingly appealing. Have fetching feet and alluring ankles in our summer sandals.

Advertisers often use rhyme and alliteration (repetition of a sound)

Women’s World – Wonderfully welcome every Wednesday.

It’s much less fuss to catch the bus.

Here are some different kinds of advertising that are common in contemporary life:

magazine and newspaper advertisements/adverts; classified ads; TV commercials; posters; bil1boards; flyers; trailers; sports sponsorship; banners; sky-writing; sandwich boards; brochures; carrier bags; logos on clothing and other products.

In addition, personalities often use TV interviews to plug [advertise] a new book or film.

Exercise 10. Complete each of these sentences with one missing word.

1. Enjoy a weekend in the … of luxury.

2. Don’t just follow the herd – take the chance to stand out in the ….

3. Don’t miss the … bottom prices in our special May Day sale.

4. For the best in state-of-the – … equipment, come to Jones and Sons.

5. Why not pamper yourself this Christmas … our new foam bath?

6. Treat yourself … a special taste experience.

7. Our cosmetics … all others in the shade.

8. You’ll find bargains … in our new discount superstore.

Exercise 11. Write an advert for one of the products – a lipstick, a car or any other thing.

Ø What are the periods in the history of advertising? What are the ways of advertising nowadadys?

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