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Unit 4. The World of AdvertisingKey Vocabulary List advertisement, ad, commercial, subliminal advertising a headline, a slogan, a catchphrase, a logo a hoarding, a billboard, a poster advertising campaign, advertising agency, advertising industry marketing, market research, selling, promotion wholesaler, retailer, consumer to produce a storyboard hatch, match and dispatch column personal or agony column art-director, copywriter persuasion, indoctrination, manipulation a valid form of propaganda to write a script for an ad hard sell, soft sell to discriminate between smth, consumer discrimination to conjure up certain feelings, associations and attitudes to encourage people to believe to plant a name into consumer’s head reasoned argument to rely on ads to make first-hand judgments of quality (products) to introduce people to new products to be an insult to the intelligence to have a corrupting influence to make false promises to exploit smth / smb (children, our dreams etc) for smb’s financial gain to hoodwink smb to beset the average human being to cause offence on the grounds of race, religion, sex or disability to be subject to certain requirements to stipulate to safeguard Text A The World of TV Commercials Some people love them – others hate them – but almost everybody watches dozens of TV commercials every day. They are, in fact, a vital part of 1990s media culture. Why? Because they don’t just sell us products – they also reflect our dreams, fears, stereotypes and fantasies. So how do they work? Our journey through the land of “jingles” and “slogans” begins with… The Rules Television commercials have to obey different rules in different countries. Even so, a few basic conditions exist almost everywhere. For example, advertisers mustn’t attack someone else’s product or make false promises. What they say must be, in the words of Britain’s advertising rules, “legal, decent, honest and truthful”. The Account When a company wants to sell its product on TV it goes to an advertising agency. If it likes the agency’s ideas it pays them to make one or more commercials. This business relationship is called an “account”. These days, many top accounts are worth several million pounds. The Product So what kind of products are advertised on TV? Well – almost anything. For example… w banks w cars w chocolate w insurance w toothpaste w computers w toys w coffee w airlines w supermarkets. The Market Research OK – so an agency has a new account. What does it do first? Market research. In other words, it talks to consumers about the product and analyses what they say. To do this, it divides consumers into groups according to their …w age w race w sex w income. Market research shows what people think about the product. The Concept Next comes the concept. This is a general idea for the style of the commercial. For example, it may be a cartoon fantasy, a 50s rock and roll party or a romantic beach scene. Some of today’s most popular concepts include… w the mini-soap (a series of commercials which tell a story) w the environment (this shows how healthy and natural a product is) w “the new man” (images of gentle, sensitive men, often shown with babies or young children) w “the female executive” (images of successful women with glamorous, busy lives). The Storyboard A team of advertising agency people create each commercial. One member of the team is the art director. Once there’s a concept, he or she produces a storyboard. This is a series of pictures, which shows what the commercial will look like and how it will develop scene by scene. The Slogan Another important member of the team is the copywriter. It’s his or her job to write a script for the ad. This usually includes a short, clever, easy-to-remember phrase or “slogan”. Three recent slogans in British commercials were… “Gas – the heat of the moment” (British Gas), “Sony – why compromise?” (Sony), “Everything you want from a store and a little bit more” (Safeway supermarkets). The Music Images and words are both vital factors in a TV commercial. Another is the music. Some ads have their own short song or “jingle” (which usually includes the slogan). Others use pop, jazz or classical tunes to create a mood, which fits the product. The Shoot Commercials are one-minute-movies. They cost a lot of money and some take weeks to film. Others, of course, only take two or three days. It all depends on the product, the concept and the budget. The Slot “Slots” are the short breaks during and between programmes. TV companies sell them to advertisers, but not all for the same price. A slot at 4.30 p.m., for example, is much cheaper than one at 8 p.m. That’s because more people watch TV in the evening or peak viewing hours. Date: 2016-04-22; view: 1814
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