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30. The Economy and Advertising
Vocabulary
Competitive
Intend
Distinguish
Aim
Persuade
Brand
Benefit
Emphasizing
Rouse
Irritate
Intrusive
Hoarding
Persuasion
Mislead
Blimps
Wrapping
Merits
Nanny
Efficient
Suppliers
Soutěže schopný, konkurenceschopný
Mínit
Rozeznat, rozlišit
Cíl
Přesvědčit
Značka
Výhoda
Zdůrazňovat
Vzbudit
Dráždit
Dotěrný
Plakátovací stěna
Přesvědčování
Zmýlit
Vyhlídkové balóny
Obal
Zaslouží si
Chůva
Účinný
Dodavatelé
Speech
Advertising
Advertising is part of the modern competitive business world. Advertisements are messages, paid
for by those who send them, intended to inform or influence people who receive them.
That is adverts contain a message. This message may be expressed in words, or in pictures, music or
jingles. “Jingle” is a very short simple song, usually of poor quality, especially as part of a radio or TV
advertisement. Adverts are paid for directly by advertisers. This distinguishes advertising from other
forms of publicity.
Advertisement will have a purpose – to inform or influence people they are aimed at: the target
audience.
Many ads are trying or influence us. They try to persuade us e.g. to buy a particular brand of soft
drinks or ice-cream. Others try to influence groups like drug addicts or smokers to change their habits.
In developed societies advertising is essential part of marketing products such as Coca-Cola, or
Nike trainers. Businesses need to let us know what they have on offer and to persuade us to buy it.
New products are often launched with a national advertising campaign.
The government carries out a great deal of advertising. Some government ads are merely to inform –
perhaps to tell people about changes in social Security benefits. Others are more clearly aimed to
persuade, like the ads promoting the use of condoms, for safer sex, or emphasizing the dangers of
drinking and driving. Charities advertise regularly to rouse sympathy for those in need and to ask for
money to help them. Huge sums of money are spent on advertising.
It is important that adverts are put out at the right time and in the right place in order to reach the
right people. For example, fashion houses will advertise in women’s magazines like VOGUE, and
software firms will target the readers of computer magazines.
More than half the money spent on advertising in the UK goes on the press- newspapers, magazines.
The advantage of the press as a medium is that adverts can be re-read.
The next most important advertising medium is television. Voices, music and jingles can liven up
the message. The advertiser will repeat the ad, sometimes several times in the evening. However, TV
is an expensive medium and only the bigger companies advertise regularly.
Direct mail is advertising material that is sent direct to people’s homes /often called “junk mail”/.
Many people find this form if advertising irritating and intrusive. But advertisers find it a useful
way of reaching a selected number of people.
“Outdoor” advertisements – posters on hoardings, bus shelters and buses themselves – are part of
the urban scene. Radio advertising is popular and relatively cheap. It is particularly good at reaching
young people who listen to commercial channels.
Cinema advertising also reaches a young audience.
In the modern world, we have to live with advertising. We are part of the audience it is aimed at.
We may enjoy it, or be irritated by it. The important thing is to understand how the advertising world
works.
Most big companies like Panasonic sell their goods and services throughout the world. So, the
biggest advertising agencies operate on a world-wide basis. The advertising agency is the link between
the firms that want to advertise and the media.
Advertisers want to discover the most effective techniques of persuasion, e.g.: A simple technique
for fixing and idea in the memory is repetition.
The brand name of a product usually appears many times in the ad. Key words are often repeated
several times, e.g. words like “fresh” or “country” in ads for cheese or yoghurt.
Another technique with a long tradition is the appeal to authority – e.g. some adverts for toothpaste
claim that dentists recommended the product. People need to have confidence in ads and the use of
doctors’ and nurses’ recommendations can boost a product.
TV ads often use humor to keep their audience watching. Plays on words are often used.
Advertisers know our basic needs and desires. For example the words “home” or “family” are often
used because they suggest warmth, comfort and security.
Advertisers know that most people want /desire/ to be physically attractive and this is constantly
used in ads for cosmetics, clothes and beauty products, especially for women.
Advertising should be carefully controlled. Society needs to make sure that people are not taken in
by misleading advertisements.
Advertising techniques range in complexity from the publishing of simple notices in the classifiedadvertising columns of newspapers to integrated marketing communications, involving the concerted
use of advertising in newspapers, magazines, television, and radio, as well as direct response, sales
promotion, and other communications vehicles in the course of a single campaign. From its
unsophisticated beginnings in ancient times, advertising has flourished into a worldwide industry. In
the U.S. alone in the early 1990s, about $138 billion was spent in a single year on advertising to
influence the purchase of products and services.
Advertising falls into two main categories: consumer advertising, directed to the ultimate
purchaser, and trade (or business-to-business) advertising, in which the appeal is made to business
users through trade journals and other media.
Advertising may be local, regional, national, or international in scope. The rates charged for the
different levels of advertising vary sharply, particularly in newspapers; varying rates also are set by
newspapers for amusement, political, legal, religious, and charitable advertisements.
Advertising messages are disseminated through numerous and varied channels or media. In
descending order of volume, the major media are newspapers, television, direct mail, radio,
magazines, business publications, outdoor advertising, and farm publications. In addition, a significant
amount of all advertising is invested in miscellaneous media, such as window displays, free shoppingnews publications, calendars, blimps, sky writing by airplanes, and even sandwich boards carried by
people walking the streets.
A wide range of advertising media has been developed from sources whose potential importance
formerly was ignored. Delivery trucks, once plainly painted, now often carry institutional or product
messages, as do many shipping cartons. Some packages carry advertising for products other than those
contained in them. Wrapping paper and shopping bags bearing advertisements are used widely by
retail stores.
Direct advertising includes all forms of sales appeals mailed, delivered, or exhibited directly to the
prospective buyer of an advertised product or service, without use of any indirect medium, such as
newspapers or television. Direct advertising logically may be divided into three broad classifications,
namely, direct mail, mail order, and un-mailed advertising.
All forms of sales appeals (except mail-order appeals) that are sent through the mails are considered
direct-mail advertising. The chief function of direct-mail advertising is to familiarize prospective
buyers with a product’s name, its maker, its merits, and its local distributors. A direct-mail appeal is
designed to support the sales activities of retailers by encouraging the continued patronage of old and
new customers.
In addition to newspapers, magazines, radio, and television, special devices such as single-product
folders or multi-product catalogues are used in mail-order advertising. Mail-order promotions are
designed to accomplish a complete selling job without salespeople.
With each medium competing keenly for its share of the business, advertising agencies continued to
develop new techniques for displaying and selling wares and services. Among these techniques were
vastly improved printing and reproduction methods in the graphic field, adapted to magazine
advertisements and to direct-mail enclosures; the use of colour in newspaper advertisements and in
television; and outdoor signboards more attractively designed and efficiently lighted. Many subtly
effective improvements are suggested by advertising research.
Economy
Democracy and the free market - The free market supports democracy. A free market causes new
ideas and forces every citizen to make choices. They must decide where to live, what to buy, what
kind of education to get, what is important to them and what political views to take. This freedom to
choose is not often found in totalitarian governments.
The free market also teaches people to make decisions and to take responsibility. People under a
collectivist government rely on the government for the important decisions in their lives. The “nanny“
knows what is best and looks after its citizens like a nanny takes care of a child. However, this system
often fails to make responsible citizens.
You can‘t have a democracy without free market and you can‘t have a free market without bath the
good and bad effects of democracy.
Characteristics of a free market - All countries with a free market economy share certain other
characteristics. They include a good legal system, the right to own and sell property, an efficient
banking system, a good and convertible currency and a reliable communications system. They should
have good business laws established.
The free market of every business has four parts — customers, suppliers, workers and owners.
Supply and demand — The basic idea of a free market economy is need and desire people have for a
product.