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particular way, and to not think about any possible problems or difficulties
Commercial (noun) An advertisement in audio or video form.
Dedicate someone or something to someone or something (phrase) to spend your time
and effort doing something
Come across (phrasal verb) to meet someone or find something by chance
Be blown away (phrasal verb) to impress someone very much or make them very excited
Last but not least (phrase) used when you mention the final person or thing in a list, in
order to say that they are equally important
Provoke (verb) To make someone feel a particular emotion or strong emotions
Moving (adj) making you feel emotional
Exaggerate (verb) to describe something in a way that makes it seem better,more
important etc than it really is
QUESTIONS FOR PART 3
21.1. What are the different kinds of advertising?
I think that there are several ways of promoting a product, of which the most dominant
type is broadcast advertising, where the products are publicized through TV
commercials, radio or the Internet. Another common type of advertising is print
advertising, which relies on distributed posters and flyers or advertisement columns in
newspapers or magazines to boost a product’s popularity. There is also outdoor
advertising - advertising at outdoor events like concerts or trade shows.
Unfortunately, surrogate advertising exists as well, which markets banned products like
alcohol or tobacco in the disguise of another product.
21.2. What kind of advertising is most common in your country?
I’m not too sure about this, but I think it’s fair to say broadcast advertising and print
advertising are the two most popular means of promoting products in my country.
Commercials are aired at a high frequency, especially in the evening, when the number
of viewers is considerably higher compared to that in the morning. It’s also common to
see flyers being given away and banners hung on almost every corner of the street.
21.3. What are the ways in which advertisements catch the attention of viewers?
Well, I guess it depends on the types of advertisement. With TV commercials, it’s
essential to have a catchy theme tune or a slogan used to identify the product, so that
viewers can easily recognize it. McDonald’s, for example, use ‘I’m Lovin’ It’. It also helps
to have a celebrity who features in the commercial or endorses the product, this would
make the product appealing to a larger number of viewers. Print advertisements,
however, usually draw people’s attention with their vibrant colors and unique graphic
designs. The better the posters are, the more interest the product might attract.
21.4. Do big companies prefer to advertise on TV or in some other ways? (Why?)
In my opinion, broadcast advertising is still the most popular way for big organizations
to promote their goods and services. TV has long been the most prevalent means of
media communication, so getting a product advertised on TV equals making it known
to a larger number of people. It would be even better to secure a slot during prime time,
from about 8pm to 10pm, when virtually everyone is sitting in front of their television.
Still, it’s worth mentioning that online advertisements such as pop-ups are on the rise,
as more and more people are spending time surfing the web.
21.5. What are the good and bad points of advertisements?
I suppose advertisements play an important role in introducing consumers to a wider
variety of goods. With commercials, buyers are exposed to more options, including
models, functions and prices before choosing the one product that is to their taste. On
the other hand, a well-produced advertisement might not ensure a product of the same
quality. It’s not unusual to witness cases where people complain about the huge
difference between what was advertised and what the product is really like. Besides,
commercials can trigger the desire to purchase new goods, regardless of their
impracticability, resulting in the waste of both time and money.
21.6. Is advertising on the internet very influential?
To be honest, I doubt the effectiveness of internet advertising. Although pop-ups are
growing in popularity, most people find them rather bothersome and close them the
moment they appear on the screen, instead of spending time reading them. Besides,
under the impression that everything on the internet should not be trusted, people
usually dismiss online advertisements as unreliable.
21.7. Are any kinds advertising in your country considered illegal?
I’m not too knowledgeable about the issue, but I guess anything that fails to obey the
terms of advertisement laws is considered illegal. One of the most commonly seen
outdoor advertisements are billboards, which are basically huge posters that are
erected on main streets or on top of buildings. This is a completely legal way of
advertising, if the owners are granted a valid permit and take the boards down
according to the contract. However, many owners violate the law by missing the
deadline to remove them or erect them without permission.
21.8. Do you trust advertisements? (Why?/Why not?)
Quite frankly, I rarely place my trust in advertisements. They seem untruthful to me
since almost everything is exaggerated and most of the time, the products themselves
don’t live up to consumers’ expectations. They claim to be the best but very often there
are some kind of faults. However, I do refer to advertisements when I’m looking for a
product or a service, in order to broaden my range of choices. Still, only after a long
time studying the product and reading reviews will I make up my mind to purchase one.
21.9. How do you feel about false advertising?
Like most people, I feel outraged by misleading advertisements. Untruthful commercials
can lead to many problems, and some can be disastrous. Cosmetics advertisements, for
example, if they do not cover all necessary aspects like origin, components and
potential allergic reactions on some types of skins, may cause complexion diseases. The
same goes for medicinal products. False advertising betrays the trust of consumers and
diminishes the reputation of the company itself. By creating widespread distrust, the
advertising industry as a whole is damaged by false advertising.
VOCABULARY
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