Advertising language

Task 1. Study the material and learn the vocabulary units you have been unfamiliar with.

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

Buy our latest CD player - many innovative features. [original and interesting]

The design of our beds is unsurpassed. [the best there is]

Our cars leave other cars standing. [are much better than other cars]

Use our exam courses - they will put/leave other candidates in the shade. [make candidates from other courses seem insignificant]

B. Advertisers like language that suggests value for money.

Rock-bottom prices in our sale. [extremely low]

Prices slashed! [dramatically reduced]

Bargains galore! [a huge number of products on sale at ridiculously low prices]

C. Advertisers like language that suggests luxury and comfort.

Pamper yourself with our new perfume. [treat yourself to something luxurious]

Indulge yourself with the best. [allow yourself something enjoyable]

Enjoy a sumptuous meal in opulent surroundings. [Both adjectives mean rich and special: sumptuous collocates most strongly with words relating to food and furnishings, and opulent with words relating to lifestyle.]

Live in the lap of luxury for two weeks. [in a very luxurious way]

D. 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. [shown by research]

All our computers are state-of-the-art. [use the very latest technology]

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

Our ties will make you stand out in the crowd. [be noticed]

Our new lipsticks are tantalisingly appealing. [temptingly]

Have fetching feet and alluring ankles in our summer sandals. [both adjectives mean attractive]

F. Advertisers often use rhyme and alliteration. [repetition of a sound]

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

magazine and newspaper advertisements/adverts; classified ads; TV commercials; posters; billboards [very large boards used for advertising]; flyers [sheets of printed information advertising something]; trailers [brief excerpts from a film, TV or radio programme which are used to advertise it]; sports sponsorship; banners; sky-writing [words written in the sky using smoke from a plane]; sandwich boards [advertising posters hung at the back and front of a person who then walks around a busy area]; brochures; carrier bags; logos on clothing and other products.

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

Task 2. Look at A to F in Task 1. 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.

Task 3. Here are some more phrases that are typical of advertising language. Which of the categories, A to F, do they fit into? Some of them may fit into more than one category.

1. colossal discounts

2. fit for a king

3. eye-catchingly elegant

4. go on - spoil yourself

5. developed by a team of international experts

6. we outshine the best of the rest

7. flatteringly fashionable

8. outstanding value

Task 4. Look at G in Task 1. What are these examples of?

Task 5. Look at this text of an advert. What comments can you make on its language?

Task 6. Write an advert for one of these products - a lipstick, a car or a school. Try to make use of all the features in A to F. Use some of the new vocabulary from this unit.

& — READING&SPEAKING

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