Unit 4: Unit 4 :Product and Corporate Advertising / 2LAIAA 3
2014/2015
Unit 4 :Product and Corporate AdvertisingKey vocabulary:
Advertising
Theactivityofproducinginformationforpromotingthesaleofcommercialproducts
orservices. Advertising is a means of communication with the users
of a product or service.
An advertisement = an advert= an ad : is a message paid for by
those who send it and is intended to inform or influence people who
receive it.
Corporate advertisingadvertisingthat describes acompany, rather
than itsproducts, and that is intended to show thecompanyin a
positiveway to thepublic. It is designed to promote
overallawarenessof a companyor enhance itsimageamong atarget
audience. Ex :Thecompanyrolled out acorporateadvertisingcampaign,
highlighting its commitment to energy-savingmethodsofproduction.
Advertising Vs publicity :Advertising is ordered and paid for by a
company and its aim is to increase sales by creating positive
attitudes towards the products being advertised.Publicity ,
however, refers to free content about you and your company that
appears in the media. It's what others what others say about you.
And for this reason it may be negative as we cannot always control
what people will say or write about a company.Ex: If a Boeing plane
crashes, the company's name will be headline news in every
newspaper and news programme. To target (v): to address to / to
direct at / to aim at A target (n): ( target customers) customers
at whom something is directed.
Reading comprehension :Read the text '' Sacrilege ''and answer
the following questions:Sacrilege: The misuse or discretion of
anything regarded as sacred or as worthy of respect. Part I : from
1 to 3 Find words or expressions in Part 1 that correspond to the
following definitions:
..........................................: removing
...........................................: confident/ fearless /
courageous ...........................................: to withdraw
( a statement, opinion etc ...) as invalid or unjustified.( or as
wrong)
...........................................................................:
to admit having done something wrong or having made a sin .
...........................................................................:
core / central / credo( ex: liberty, life, persuit of happiness,
justice , equality...)
Why did Volkswagen run a provocative
campaign?.................................................................................................................................................................................................................................................................................................................................................................................................................................
What was the Church's reaction to this
compaign?.................................................................................................................................................................................................................................................................................................................................................................................................................................
How did VW
react?.................................................................................................................................................................................................................................................................................................................................................................................................................................
Part II : from 4 to 7 Find words or expressions in Part 1 that
correspond to the following definitions:
..........................................: Start / beginning /
birth ..........................................: to try to
persuade people to support you
..........................................: the advertising
industry and the people who work in it.
Say whether the following statements are true or false and
justify with details from part 2:Consumers believe what is shown in
advertisements without thinking.
...........................................................................................................................................Provocative
advertisements are a secure marketing technique.
...........................................................................................................................................To
have media coverage, and garantee the selling of your product, it
is easier to rely on traditional advertisements.
...........................................................................................................................................
Part II : from 8 to 10 Find words or expressions in Part 1 that
correspond to the following definitions:
..........................................: a ban or prohibition
resulting from social custom or emotional aversion/avoidance .
To whom should outrageous advertising be targeted , according to
Leon Jaume ?
Why?.................................................................................................................................................................................................................................................................................................................................................................................................................................
Does the writer believe that provocative advertisements will
have a promising
future?.................................................................................................................................................................................................................................................................................................................................................................................................................................
Grammar : Gerund and infinitive:
