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ADVERTISING
CLIL
try to explain the meaning of the
advertising words proposed
advertising:
is a form of communication that aims to encourage or persuade an
audience to continue or take some new action.
advertising campaign:
is a series of advertisements that share a single idea and theme.
Advertising campaigns use different media across a specific time frame.
vocabulary:
to aim= mirare
to share=condividere
time frame= lasso di tempo
advertising agency
it’s an agency that provides businesses with services of managing,
handling, planning and creating advertising and promotional material.
If the development of the campaign requires particular specialists,
the agency involves freelancers specialized in a particular field for the
specific activity (e.g. journalists)
vocabulary:
to provide= fornire, offrire
to handle=trattare
Audience
the audience is made up of people to whom the advertising campaign is directed
Target audience
Target audience is a specific group of people within the target market at
whom a product or the marketing message of a product is aimed.
vocabulary:
to make up= costituire
within=dentro, all’interno
to aim at= mirare a
brand
the brand is a graphic element able to distinguish the
different products and different manufacturers
the brief
is an understanding between a client and an advertising agency
that outlines the objectives and targeted audience of an
advertising campaign.
The brief may contain strategies to be adopted in reaching the audience,
the time frame of the campaign, and its total estimated cost.
vocabulary:
outlines= delinea
to reach=raggiungere
THE GRAPHIC
ELEMENTS OF THE
ADVERTISEMENT
headline
It is the title of an advertisement on magazines or newspapers
subheading
It is the subtitle of an advertisement it completes and explains
the headline
body copy
It is the body of the text of the advertisement, it explains the
properties of the product or the benefit for the consumer
logo
it’s the graphic element that distinguishes the brand and the
company to which the advertisement is referred.
pay-off
It’s a quick slogan that accompanies the logo, it is typically
placed under it
pack - shot
it’s the picture of the product or of the packaging of the product
visual
it’s the picture that characterizes the advertisement
what are the graphic
elements in this ad?
are there any missing
graphics?
THE COPY STRATEGY
What is the copy strategy?
The copy strategy is a plan that defines the basic theme of the
advertising campaign (what to say about the product) and
serves as a guide for creating an advertisement.
the copy strategy
The c.s. defines the:
MAIN PROMISE:
The main promise is usually expressed in the headline
• PLUS of the product:
what differentiates the product and makes it different and better than the others;
• Consumer benefit:
the advantage for the consumer that buys and uses the product;
• Reason why:
the rational argument that makes the products’ promised advantages credible;
• Tone of voice: the modes of expression in the presentation of the advantages
and relative supporting arguments;
•
what are the elements
of the copy strategy in
this advertisement?
define the target
audience
copy strategy
main promise
reason why
plus
target
what are the graphic
elements in this ad?
are there any missing
graphics?
what are the copy
strategy elements?
what is the target
audience?
copy strategy
main
promise
benefit
plus
reason why
tone:
colors
and
fruits
target
people that are
conscious
of food and diet
what are the graphic
elements in this ad?
Try to understand the
copy strategy
main
promise
plus
reason why
benefit
describe the target
what are the graphic
elements in this ad?
are there any missing
graphics?
what are the elements
of the copy strategy?
what is the target
audience?
main
promise
target
consumer
buyer
plus
reason why
benefit
what are the graphic
elements in this ad?
are there any missing
graphics?
what are the elements
of the copy strategy?
reason why
main
promise
define the benefit and the target
plus