new insights into business ocr small (835551), страница 25
Текст из файла (страница 25)
Add in other headings you maywish to include.2 Make a list of persuasive arguments to convince them that a little less cashnow means a more comfortable retirement (for example, one less outing to anight club per week).Age: ........................................................Salary: .....................................................Likes: nightclubs, .....................................Proportion of income which goes towardsrent: ........................................................clothes: ...................................................food: ......................................................entertainment: ........................................holidays: .................................................savings:...................................................2Write the letter.
Make sure your opening sentence attracts their attention.133unit14Key vocabulary ШProduct and CorporateAdvertisingProduct advertising is an important part of the marketing mix. Its aim is to increasesales by making a product or service known to a wider audience, and by emphasisingits positive qualities. A company can advertise in a variety of ways, depending on howmuch it wishes to spend and the size and type of audience it wishes to target. Thedifferent media for advertising include television, radio, newspapers, magazines, theInternet and direct mail.
The design and organisation of advertising campaigns isusually the job of an advertising agency.Corporate advertising is not directly concerned with increasing sales of a particularproduct or service, but more with the brand image, or picture, a company wants topresent to the public. Public relations (PR) experts specialise in organising activitiesand events which generate positive publicity for companies. Unusual advertisingcampaigns sometimes get extra publicity for the company by way of media reportsabout the campaign.Lead-InIn groups, what other methods of advertising do you know?As consumers get more used to advertising, companies have to come up withbetter ways of ensuring that people pay attention to their ads.
In pairs, say whatyou think of these recent experiments in advertising. Can you think of any newand innovative ways to advertise?• Interrupting telephone conversationswith advertising messages (inexchange for free phone calls).• Talking ads at bank cash machines.• Ads on toilet walls.• Advertising on small television screenson supermarket shopping trolleys.HO'N Г о и '«sor* 6 e g>:ЛСС AT THtMUS'C.ЛД?AJProduct and Corporate AdvertisingMany advertisements contain a slo g a n or short phrase to attract theconsumer's attention. Effective slogans are usually short, easy to remember, easyto repeat and easy to translate for international markets.1 Read the texts about translations of slogans and brand names, and note theproblem in each case.®In Taiwan, the translation of the Pepsi slogan‘Come alive with the Pepsi generation’ cameout as ‘Pepsi will bring your ancestors backfrom the dead.’©When Parker marketed a pen in Mexico, its ads weresupposed to say ‘It won’t leak in your pocket andembarrass you.’ However, the company translated‘embarrass’ as ‘embarazar’, which means ‘tobecome pregnant’.
So the ads said ‘It won’t leak inyour pocket and make you pregnant.’In Italy, a campaign for SchweppesTonic Water translated the name asSchweppes Toilet Water.®@Colgate introduced a toothpaste inFrance called Cue, the name of aFrench pornographic magazine.When Braniff Airlines translated aslogan for its comfortable seats, ‘flyin leather’ it came out in Spanish as'f|y naked’.2 In groups, write down five popular slogans in your language. Try to translatethem into English.
Read them out to the other groups and see if they canguess which products your translated slogans refer to.The Italian clothing retail company Benetton is one of the most successfulEuropean franchisors. Its advertising has been highly successful but alsoextremely controversial, and has been banned in some countries.In pairs, discuss the advertisement below.1 What is it advertising?2 What do you think of it? Does it shock you?3 Do you think it was a successful advertising campaign? Why? / Why not?135unit fo urteenf/ASacrilegeTB yi234136S te p h e n ) A ir m s tr o in igs Volkswagen bold or stupid?Across France, workmen havebeen busy scraping off 10,000billboard advertisements for itsnew Golf following furiouscomplaints from the CatholicChurch.
In a series of posters, theGerman carmaker’s model waslikened to a religious revelation;one that showed Jesus at the lastsupper recommending the car tohis disciples.VW’s agency DDB Needhamdoubtless thought its advertisingwas ironic and extremely up-todate. After all, the admenpresumably figured, if outrageous’1'advertising worked for the likes ofBenetton, it could work to revivethe image of the Golf, which isfrankly rather old-fashioned.After the Catholic Churchthreatened to sue* for Ffr 3.3 m($550,000) to obtain reparationfor the damage suffered byChristians, the agency and thecarmaker confessed to their sinsand agreed to remove the ads.
‘Wehave no disrespect for thefundamental values of society norfor the beliefs of the faithful,’ saidaspokespersonforDDBNeedham. ‘We decided to retractthe posters immediately in order toshow our respect for the faith andthe feelings expressed by certainbelievers.’ The agency’s penance*has included making a substantialdonation to a Catholic charity.Europeanconsumers areexposedtohundredsofcommercial messages a day, butthe vast majority of these areignored, so ads which shock havebecome more popular withadvertisers.
It is believed that theseads force consumers to listen totheir message. But some adland5678Ogilvy & Mather, who believes itsthinkers argue that it’s a little moresuccess lies in knowing its target.complicated than that.‘In marketing terms the only realVirginia Valentine, director oftaboo is upsetting the people youadvertising’s foremost culturalwant to buy your product,’ heanalysiscompany,Semioticsays. ‘As long as it’s legal and theSolutions, argues that brands canclient is OK with it, you can offendno longer expect consumers to takeanyone else and in many ways yousales messages at face value*.Consumers challenge everythingshould.I’dnormallyseeoutrageous advertising as a youththey are told, she believes, and willproposition though, and I thinkprefer brands that give themVW’s mistake may have been insomething back, rather than theselling a product that isn’t a youthold-style ‘here’s our product ain’t itgreat!’ philosophy which hasproduct with this kind of style.Young people are receptive todominated advertising since itstaboo-breaking as they are moreinception.
Thus ads can deal withopen-minded than older people. Isocial issues and refer to the newsthink they positively welcomeagenda these days. Inevitably,advertising that annoys theirthough, it can go horribly wrong.parents.’ Some agency creatives‘The risk is, and I think this is trueargue that young people today arein the case of Volkswagen, that iffundamentally different fromyou use images of faith andprevious generations in theirprostitute them, people will takeinternationalism, and youngoffence. It’s all very well if you givethem something back, but it isconsumers in Tel Aviv are closer totheir counterparts* in Paris, Newclear that Jesus could not haveYork and Sydney than they are tobenefited from that postertheir parents.campaign.’As this generation grows up,The ad agency, however, may 9the argument goes, they willwell have done.
The VW campaigncontinue to be more broad-mindedmight look like a marketingdisaster, but increasingly adthan their parents and will see theshattering of taboos as the norm.agencies are selling to clients notSo outrageous advertising will nosimply their ability to write ads butlonger be limited to those productstheir ability to write ads thatwhich target youth.generate PR. Some clients ask allPerhaps Volkswagen was justagencies pitching for their business 10ahead of its time, advertising to ato demonstrate their ability tomarket that wasn’t broad-mindedgarner* extra publicity.enough in a country that still getsA deliberately shocking ad isnervous when Church and Statethe simplest way to get additionalare challenged.
Or perhaps VW’smedia coverage, and even if thecollision with Catholics shows thatmedia coverage is negative, it canfor all their claimed acumen*, adstill help to sell the product asagencies are less in touch* with theadvertisers like Benetton havepublic mood than they claim.already proved.One supporter of Benetton’swork is Leon Jaume, DeputyThe EuropeanCreative Director of ad agency*outrageous: v e r y s h o c k in g*to sue: t o c la im m o n e y b e c a u s e y o u h a v e b e e n h a r m e d*penance: s u ffe rin g t o s h o w y o u a re s o r ry*to take s.t.h at face value: t o a c c e p t s .th . w it h o u t t h in k in g*to garner: t o c o lle c t*a counterpart: a s im ila r p e rs o n in a d iffe r e n t p la c e*acumen: th e a b ilit y t o m a k e g o o d ju d g m e n ts* to be in touch with: t o u n d e rs ta n dProduct and Corporate AdvertisingReadingRead the text opposite about controversial advertising.
Do you think the VWcampaign was successful?Read the text in more detail and choose the best answer.1 Which of the following is le a s t likely to be one of the reasons why Volkswagenran a deliberately provocative campaign?a to generate media coverage of the campaign.b to shock some members of society.(c^ to show their lack of respect for the Catholic Church.2 Using taboo images in advertising has become popular with advertisingexecutives mainly becausea they only want to target young people.b consumers have stopped paying attention to conventional advertising,c products are becoming more international and sophisticated.3 According to the text, shocking advertising isa always damaging for the advertiser.b always damaging for the ad agency,c the simplest way to get media coverage.4 According to Leon Jaume, the young generation of consumers like adsa with an international flavour.b that offend them,c that offend their parents.5 The author of the text suggests thata perhaps Volkswagen isn't broad-minded enough.b admen are not doing enough market research before running campaigns,c Volkswagen wanted to break taboos in France.VocabularyI Find words or expressions in the text which correspond to the followingdefinitions.1 a public space reserved for advertisers to put their ads on (para 1)b LNboard2 large pictures or notices put up in a public place to advertise something (para 1)P-----------3 human interest subjects (para 5)s________ i__________4 people or companies who pay for a professional service (para 6)c__________5 try to win a business deal (para 6)to p______ f___ b________6 time and space given by the media to a particular news item (para 7)c7 the person in charge of developing ideas for advertising campaigns (para 8)C_______ D__________8 a social custom which means a particular activity or subject must be avoided(para 8)t________137unit fourte enRXV, a major electronics company, has decided to advertise its latest digitalcamera.
![](https://s.studizba.com/z.php?f=/templates/si/i/noavatar.png&w=100&h=100&t=1"){kind=avatar}
