Download the structure of english - Economia

Facoltà di Economia
Università di Cagliari
Corso di Laurea in Economia e Gestione
Aziendale
Corso di Laurea in Economia e Finanza
Lingua Inglese
prof.ssa Luisanna Fodde
a.a. 2005/2006
1
Advertising
English words connected with……
Advertising
Advertising
GOOD ADVERTISING IS GOOD
FOR BUSINESS
Consumers consider advertising as a
source of information and entertainment.
Advertisers must provide creative and
effective ads.
Consumers believe that advertising is an
integral part of everyday culture: not
only entertaining and informative, but
REAL!!!
The English language
and Advertising
Visual content and design in advertising
have a very great impact on the consumer,
but it is language, and the combination of
language and images that help people to
identify a product and remember it.
The English language and Advertising
The use of English in advertising all over the world
generally makes a positive impact on the consumer.
ENGLISH IS AN ATTENTION GETTER
English is still the most frequently used linguistic
means in advertising.
French attempt at fighting this primacy and
hegemony (1994, Toubon law)
It is more easily understood and remembered by
the world's audience, and its flexibility helps
enormously those operating in advertising.
The English language and Advertising
Always Coca Cola
With Canon you Can
With Vodafone you can
Don’t touch my Breil
Golden Lady “I’m lost without you!”
“PAMPERS BABY DRY”
“Speedy Pollo: cercati uno sballo,
cuccati di pollo…”
The New Fragrance for men
Giugiaro (Tyres) “Decision
Performance”
The English language and advertising
Use of compounds adjectives:
top-quality,
economy-size,
chocolate-flavoured,
feather-light
longer-lasting.
The English language and advertising
Use of high degree adjectives (hyperboles) :
Shining
luxury
elegant
smooth
Extra-shining
Super luxury
Incredibly elegant
Fantastically smooth
Adjectives are important in advertising for they are used to
add prestige and desirability and approval for the
consumer/client.
The English language and advertising
Comparisons
to relate the product to a rival or competitor.
In reality, no real comparison is made in
advertising.
An advertisement for a detergent may say
"It gets clothes whiter“………….
but whiter than what?
The English language and
advertising
Use of the imperative:
“Relax the Natural Way”
“Win two Nights!”
“Get Ready for Summer!”
“Cruise here!”
“Find out why........”;
The English language and
advertising
Use of repetition: advertisements tend
to repeat words or ideas.
Something repeated frequently is easily
remembered.
Most often it is the brand name of the
product, or some word associated with it.
The English language and
advertising
Slogans: Most advertisements use a
catchphrase or slogan which
becomes associated with the
product:
'Nike. Just do it',
'Always Coca-Cola'
‘Froget About Stress’
‘Beat the WorldCup Blues’
Advertising
Word Partnerships
ADVERTISING; MARKETING; PUBLIC;
RETAIL; PRICE; PROMOTIONAL
CAMPAIGN; TECHNIQUES; PROMOTIONS;
OUTLETS; RELATIONS; MIX
Advertising campaign
Marketing mix
Public relations
Retail outlets
Price promotions
Promotional techniques
15
ADVERTISING (31)
MEDIA
METHODS
VERBS
Radio
Jingles
Persuade
Press
Directories
Run
Television
Commercials
Launch
Word-of-Mouth
Sponsorship
Publicise
Public Transport
Billboards/hoardings
Sponsor
Cinema
Free samples
Place
Mailshots
Street Furniture
Endorsement
Posters
Promote
(Bus Shelter, Public Toilets) Leaflets
FOCUS ADVERTISING
1. Type of business and location
2. Its reputation
3. What is the present problem?
4. What are the advertising campaigns
the company is working on? (Mention a
least two)
5. What are the 3 aims of the
campaigns?
FOCUS ADVERTISING
Focus, a large advertising agency based in Paris, has
a reputation for creating imaginative and effective
campaigns. Recently, however, Focus’s reputation
was damaged when two major clients changed to
rival agencies. Focus now needs to convince potentia
clients that it still has plenty of creative ideas to
offer.
At present, Focus is competing against some wellknown agencies for several contracts. It has been
asked to present ideas to the managements of the
companies concerned.
FOCUS ADVERTISING
Concepts are required for the following
advertising campaigns:
A sports car
A perfume
A chain of eight London restaurants
A major bank
All campaigns aim at developing loyalty among existing
customers, attract new ones, and at creating new campaigns
to improve sales
CLOZE DICTATION
Admen advance
To the relief of media groups and .. ……….. around
the world, ………………… ………… seem to be picking up
and not just because of the ………. ……. spent on the
American presidential ………….
THERE is a spring in the step of …….. ……… and those,
like advertising agencies, that rely on them for part
of their business. Thanks to the ……… ……….. in the
world economy over the past year and, in America,
………… ………….. on campaign ads by Messrs Bush and
Kerry, television stations, newspapers, magazines
and the like are reporting a welcome ………………. in
their final ………………….
CLOZE DICTATION
Admen advance
To the relief of media groups and ad agencies
around the world, advertising revenues seem to be
picking up and not just because of the record sums
spent on the American presidential campaign.
THERE is a spring in the step of media companies and
those, like advertising agencies, that rely on them
for part of their business. Thanks to the strong
recovery in the world economy over the past year
and, in America, record spending on campaign ads by
Messrs Bush and Kerry, television stations,
newspapers, magazines and the like are reporting a
welcome improvement in their final results.
CLOZE DICTATION
The increase …………………… to the fact that the
campaign ………………………………… in the spring;
partly also because ………………………………… this
time around, which encouraged donations from
………………………….. and from special-interest
groups ………………………… “527s” (after the tax
code they fall under). Among the beneficiaries of
all this largesse are companies like Time Warner,
………………………………………………………………….., which
………………, among other things, America Online
(AOL), HBO and Warner Bros.
CLOZE DICTATION
The increase was partly due to the fact that the
campaign started earlier than usual in the spring;
partly also because of changes in the law this
time around, which encouraged donations from
wealthy individuals and from special-interest
groups known as “527s” (after the tax code they
fall under). Among the beneficiaries of all this
largesse are companies like Time Warner, the
world’s largest media company and publisher,
which owns, among other things, America Online
(AOL), HBO and Warner Bros.
CLOZE DICTATION
People …………………………………….. in all their forms. A
recent study …………………. of people now feel
“…………………………………” by ad messages and that
59% ………………………………………………… to them.
…………………………………………………………………………………
… is subjected to some 3,000 advertising
messages every day. If you add in everything from
the badges on cars to
………………………………………………….., the ads in
newspapers, on taxis, in subways and even playing
on TVs, in lifts, then some people
………………………………………….. to more than that
number just getting to the office.
CLOZE DICTATION
People are getting tired of ads in all their forms. A
recent study found that 65% of people now feel
“constantly bombarded” by ad messages and that
59% feel that ads have very little relevance to them.
It has been calculated that the average American is
subjected to some 3,000 advertising messages every
day. If you add in everything from the badges on cars
to slogans on sweatshirts, the ads in newspapers, on
taxis, in subways and even playing on TVs, in lifts,
then some people could be exposed to more than
that number just getting to the office.
“
CLOZE DICTATION
“Consumers
………………………………………………………………………….
. invades their lives,” says a recent report by
Deutsche Bank. This report ………………………….
…………………………………………………………………..
of TV advertising on 23 new and mature
……………………………………………. and concluded
that
in
some
cases
it
was
…………………………………... The study concluded
that
“……………………………………………………………………………
……………………….. on the shelf and increasing
distribution.”
CLOZE DICTATION
“Consumers are getting harder to influence as
commercial noise invades their lives,” says a
recent report by Deutsche Bank. This report
examined
the
effectiveness
of
TV
advertising on 23 new and mature brands of
packaged goods and concluded that in some
cases it was a waste of time. The study
concluded that “increased levels of marketing
spending were less important than having
new items on the shelf and increasing
distribution.”