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about advertising
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Welcome to our presentation
Unit 1: The Ad Game
• Reading strategy• Vocabulary stragety & essential
vocabulary• Striking grammar spot• Reading content• Self-reflection
Reading strategy
Different ways for reading
Pre-reading strategy
Reading strategy
Vocabulary strategy
Reading in Different Ways for Different Purpose
• Scanning : to find specific information.• Skimming : to understand the author’s general idea or ideas.• Reading closely : to pay more attention to the details.
Comparing different ways of reading
Scanning Skimming Reading closely
You need to find the meaning of a word in the dictionary
+ +
You just bought a new VCR. You need to learn how to use it
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You want to find out if your favorite sports term won yesterday
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It’s fifteen minutes before history class, and you just realized that you forgot to read Chapter last night.
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Pre-reading strategy
• Identifying the topic :– A topic is usually a word or short phrase describing the
general subject of the reading. – A topic answers the question: “ What is this reading
about?”– Eg: Title of reading 2: “Basic advertising techniques”
Pre-reading strategy• Using your general knowledge :
– to connect the ideas in the reading to what you already know
about the topic of the reading
– Eg: history – dates, start at the earliest time => move to more
recent timeHistory
Ah , dates, time order
Pre-reading strategy
• Using information about Where a reading is from:
– Where did the reading come from?
– Who did write it?
Where is a reading from?
Pre-reading strategy• Using subtitles to find specific information:
Subtitle Purpose of section
Introduction To give background information about why the research was done
Methodology To describe how the research was done
Findings To give the results of the research
Eg: Reading 3 on page 29
Reading strategy
• Understanding the Use of Examples
• Identifying the Organization of a Reading
• Identifying the Author’s Main Idea
• Identifying Important Ideas in the Reading
Reading strategy
• Understanding the Use of Examples:
Specific example is often easier to understand than abstract
idea.
Eg: Use “Military ad” to show how advertisements were used
to gather workers.
Reading strategy
• Identifying the Organization of a Reading:
Some common types of organization are:
* Problem-solution
* Comparison of two things
* Chronological (time) order
* Cause & effect
Eg: How is reading 1 organized?
Reading strategy • Identifying the Author’s Main Idea:
Two steps can help you find the main idea of a reading :
The main idea is not too general or too specific.
Eg : Reading 2: “Basic advertising techniques” (page20) & question (page 24)
In order to Ask this question
Find the topic “What is this reading about?”
Find the main idea “ What does the author say or believe about the topic?”
Reading strategy • Identifying Important Ideas in the Reading
– Important ideas: support the main idea or offer general
statements about one of the aspects of the main ideas.
– They do not usually give information about specific facts or
examples
– Eg: on page 25
Where are the important ideas?
Vocabulary strategy
1. Using Internal Definitions:
Three words and phrases are often used to signal that an internal definition is coming:– That is ( … product were being mass-
produced, that is, made in large quantities)
– Or (…advertising has gone through several schools of thought, or philosophies)
– In other words (…spoken words are often very emotional, we must first translate them. In other word, we do not see words as reality)
Vocabulary strategy
• Sometimes, an explanation is found between commas or in parentheses.
Ex1: The French have a marketing strategy that sums up position: “Cherchez le
creneau” (Look for the hole”).
Ex2: Early consumer advertising was basically “caveat emptor” (Let the buyer
beware).
• Sometimes, no signal is given. A definition may simply occur later in the
sentence that contains the word.
Ex: Advertiser in the 1960’s changed to a new approach, solf - sell advertising .
Solf - sell depends less on describing the product and more on how the product
will make the consumer feel.
Vocabulary strategy2. Using General Meaning :
Even when the text does not give you an exact definition of a word, you can
often guess the general meaning of the word
Ex: the word “ disturbing” in paragraph 6 (page21)
3. Recognizing Technical Words:
Sometimes specialized vocabulary or technical words and phrases are used in
quotation marks (“ “). These marks show that the author is using these words in
a special way.
Eg: “stopping power” in Reading 3
Essential VocabsWords Definition/ Explanation
Substantiate This type of advertising made all the customers angry and led to laws that required advertisers to substantiate, or prove, their claims
Deceptive In1938, the Federal Trade Commission of the United States government was given the power to protect consumers from deceptive, or untrue, and unfair advertising.
School of thought
Since then, advertising has gone through several schools of thought or philosophies
Segment Everyone use soap. But different soaps are positioned for different segment, that is, parts of the market.
Essential VocabsWords Definition/ Explanation
To Process You must understand how humans process, or work with, information because we do not process information in the same way
Intellectual We process some kinds information intellectually. In other words, we think about the information in order to understand it.
Emotional We process other kinds of information emotionally. That means we use feelings rather than thinking to understand the information.
Symbols; Sounds Thinking processes translate symbols (written words) or sounds (spoken words) into meaning
“Borrowed interest”
A “ borrowed interest” photo is one that seems to connect the product with the photo but is actually unrelated to it.
Essential VocabsExample:
A picture of lovely mountain scene may be used in a cigarette advertisement. (Cigarette have no connection to mountains but the advertiser hopes that readers will make an emotional connection between the two.)
=> The picture of mountain is called “borrowed interest” photo because it seems to connect the product (cigarettes) with the photo (mountain) but is actually unrelated to it.
Note:
To ad = advertise/advertize, advertising, advertisement, advertiser.• To advertise = to call attention to; Syn: To publicize.• Advertising: the business of drawing public attention to goods and services.• Advertisement: public promotion of some product or service.• Advertising Campaign: an organized program of advertisements.• Advertising Department: the division of a business that is responsible for
advertising.
Striking grammar spot
Noun-clause
• A noun clause is the one which
can function as a noun or noun
phrase in a complex sentence
and which begins with
conjunction that (1), an
interrogative word (2) or
conjunctionts if/whether (3).
Noun-clause
•A noun clause can be a subject of a verb:
In these three case, What was being advertised wasn’t products.
•A noun clause can be an object of a verb:
Many advertisers believed that the consumer couldn’t think about more than one point at a time
Noun-clause
•A noun clause can be a subject complement:
One of the first principles that you must understand in advertising is that it is limited in both time and space
•A noun clause can be an object of a preposition:
Mary is not responsible for what Billy did.
•A noun clause (but not a noun) can be an adjective complement:
Everybody is sad that Billy drowned.
Adverbial clause
An adverbial clause is a clause that functions as an adverb•Adverbial clauses of time•Adverbial clauses of reason•Adverbial clause of place
Adverbial-clause
Adverbial clauses of time
In this approach, psychology becomes important, since ads aim at people’s emotion rather than their intellect. ( page13)
Adverbial clauses of reason
I’m better because I’m small ( page 14)
Adverbial clauses of place:
Reading content
Reading 1 : A Very short History Of Advertising
• The beginning of advertising in the west– The first time ad were used in the time of Roman Empire.– Two thousand years later, these same types of ads were still being
used to promote events such as plays and recruiting for the military.
– Advertising remained the same until the early 19th century.
• Ex: Shoes shop advertisement.
=> In these three cases, what was being advertised wasn’t
product. It’s service advertising.
Reading 1 : A Very short History Of Advertising
• Product Advertising in The United States – At the beginning of the 19th century, product advertising began
because for the first time products were being mass-produced.– Law of advertising was born.
Reading 1 : A Very short History Of Advertising
• Hard-Sell Advertising :– The 1940’s and 50’s was
the era of the hard-sell approach in the United States.
– Ads depended on repetition.
– Advertisers believed that the consumer couldn’t think about more than one point at a time.
Reading 1 : A Very short History Of Advertising
• Soft-Sell Advertising :– Advertisers in the 1960’s
changed to a new approach , soft-sell advertising
– Soft-sell depends less on describing the product and more how the product make the consumer feel.
– The idea of positioning.
Reading 2 : Basic Advertising Techniques
• Advertising is limited in both time and space.• It must be get the consumer’s attention, identify the product,
and deliver the selling message
=> In order to do this ad often breaks the rules of grammar, image & even society.
Reading 2 : Basic Advertising Techniques
• Two kind of mental process: intellectually & emotionally– We generally process copy in ads intellectually because
both reading and listening are thinking processes.– The mind also interprets drawing and paintings
intellectually. (drawing and paintings are not the things themselves)
– We process photographs emotionally.
Reading 2 : Basic Advertising Techniques
• Two basic ways of presenting a sales message:
– Intellectual presentation
• Uses ideas to get consumers to buy a product or service
• Has a lot of copy, has few illustrations, and not usually
appear on TV
• If they have any illustrations, they will probably drawings or
paintings
Reading 2 : Basic Advertising Techniques
• Two basic ways of presenting a sales message:
– Emotional presentation
• The ads focuses on the buyer’s social, psychological or
economic needs.
• Some of the most effective ads today are ones that use an
emotional presentation.
Reading 3 : Characteristics Of Good Ads
• Introduction :
– “Stopping power” : the combination of characteristics that makes
readers stop, notice, and read an advertisement.
– How are photographs & illustrations used in effective ads?
– What characteristics and techniques are the most common?
Reading 3 : Characteristics Of Good Ads
• Methodology:– Morgan Advertising Performance Studies are conducted in this way – Reader are asked to look at a magazine when they first receive it .– Two weeks later , they are asked to look at it again.– Researchers then ask them which advertisements they remember
from their first reading .– Researcher may also ask several other questions about the
advertisements articles or editorials in the magazine .– The first 100 answers received are used in the study .
Reading 3 : Characteristics Of Good Ads
Findings:• Photographs and illustrations :
– Size of illustration– Subject of illustration
• Descriptive Copy :Copy has a lot of “ stopping power” ;but, it’s an essential part of advertising because after reader stop to look at the advertisement , they will read the copy to know the benefits of the product.
• Headlines :In addition to the photograph or illustration , the headline is also a key element for getting the reader’s attention .
SELF-REFLECTION
Advertising in our life
Advertising in our life
Role
Influence
The roles of advertising
Important tool in
business
•Tell consumers about products and how the product satisfy themSourc
e of work
•Research team, design team, actors, copywriters, ,…Other
s roles
•Be educational function: ads about cigarette, environment•Makes our life is more beautiful
The influence of advertising in our life
Positive influence
Negative influence
Positive influence
Benefits to companies
• Helps increase sales• Keep old customers, create new customers, and increase brand recognition
Benefits to consumers
• Connect easily to the Company• Have many choices and see the product form their houses than going to the store
Others benefits
• Ads about how bad smoking is for you• Ads about environment
Negative influence• Advertising infuences people’s behavior in a negative way
– How people buy the product• Eg: medicine, beauty product
– How they look at themselves• Eg: some girls want to be thin like girls in ads
Thanks for listening to us ^^