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Transcript
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