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UNIT 4 Beware of ads!. I. Lead-in. What is your opinion of the large amounts of money spent on ads for two competing products? Should people buy things according to what ads say? What are the negative social effects of advertisements?
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I. Lead-in • What is your opinion of the large amounts of money spent on ads for two competing products? • Should people buy things according to what ads say? • What are the negative social effects of advertisements? • Should young people buy the clothes advertised by movie stars?
II. Create a dialog with your partner according to the table below, referring to the useful expressions in the boxes if necessary.
Useful expressions for the dialog. • I think the Pepsi commercial is just as attractive… The Pepsi commercial is equally fascinating. The commercial for Pepsi is the real thing. • …the competitors are just canceling out each other’s efforts. The two competitors are cutting each other’s throats. Neither of the two will get anywhere in that competition.
Useful expressions for the dialog. • …spend piles of money to increase their market shares… …spend huge sums to enlarge/expand their market shares… … do anything to grab a bigger market share… • …the extra costs of advertising will be passed on to the consumers. … the extra costs of advertising will be borne by consumers. Consumers will have to foot the bill for advertising.
Useful expressions for the dialog. • … the advertising produces a good image of a product. The advertisements create a favorable/positive image of a product. Ads make the product attractive. • What do you mean by consumer brand loyalty? Could you explain “consumer brand loyalty”? Pardon? What are you trying to say? • It means … What I means is… What I’m trying to say is… What I wanted to say was…
Useful expressions for the dialog. • …consumers are loyal to a certain product… Consumers identify with that product. Consumers keep going back to that product. • …more sales mean lower production costs That mass production means lower production costs. Increased sales lead to a lower per unit. • …more advertising means higher costs to the consumer. Advertising results in greater costs for consumers. Consumers will pick up the tab/bill for extra advertising.
Sample dialog. Pay attention to the colored expressions. A: Look, “Make yourself heard!” The Ericsson’s TV commercial is so cool. B: I think the Nokia’s commercial is just as fascinating: “Connecting people”. A: I’m afraid consumers will have to pay for the advertising. B: I hear that the advertisements create a favorable image or product, and that leads to consumer loyalty brand. A: Could you explain “consumer brand loyalty?” B: I mean consumer identify with the product and keep buying it. Sometimes they’re even willing to pay more. A: It is contradictory that increased sales lead to a lower production cost per unit, but more advertising results in greater costs for consumers. The winner is always the company. B: I agree.
III. Create a dialog with your partner according to the table below, referring to the useful expressions in the boxes if necessary.
Useful expressions for the dialog. • Mind if I switch to another channel? May I change channel? • Those TV commercial are killing me. I can’t stand any more TV commercial. • There’s a product you can depend on. You can trust that product. • If I were you, I wouldn’t trust those commercials. I don’t trust commercials. • …there’s such a warm family feeling. It is the sort of warmth you feel in a family.
Useful expressions for the dialog. • …there’s such a warm family feeling. It’s the sort of warmth you feel in a family. • You’re the target audience. You’re the one they want to reach. • …are just part of a scientific project… …follow a scientific approach… • Advertisers don’t bother with facts any more. Advertisers now appeal to emotions, not reason.
Sample dialog. Pay attention to the colored expressions. A: Shall we switch to another channel? I don’t like those TV commercials. B: Why do you think so? Look: Just do it! What a powerful product. A: I doubt it. B: Now, look at this L’Oreal commercial. The model’s skin is so smooth. A: This is what they want you to believe: use the product and you will get the same skin. B: you mean they are lying about the product? I don’t really think so. A: Advertisers now appeal to emotions, not reason. They want you to like their product. B: Well, I don’t really agree with you, but we can switch to another channel.
IV. Create a dialog with your partner according to the table below, referring to the useful expressions in the boxes if necessary. • B is reading a brochure full of ads. A thinks advertising costs too much money and consumers have to pay more because of the ads., whereas B thinks advertising tells people about products.
Useful expressions for the dialog. • It’s one of those free magazines you can pick up around town. It’s a giveaway magazine you can find easily here and there. • Wake up, Jane! It’s not free at all. You’re dreaming. It’s not really free. • …it’s all advertising. It has nothing but ads. • Maybe so… Could be.
Useful expressions for the dialog. • … the advertising pays for the magazine… The advertising covers the expenses for the magazine. • Sure you do. Of course/you bet. you do. • The cost of ads is built into the products. The products include the advertising costs. • …advertising serves a useful purpose. Advertising is useful. • …you have the freedom to choose not to look at the ads. Nobody forces you to look at the ads.
Sample dialog. Pay attention to the colored expressions. A: What’s that brochure you’re reading? B: It’s a giveaway brochure you can easily find here and there. It’s got some pretty interesting things in it. A: Do you really think so? It’s not really free. Look at all the ads in it. B: Could be, but I don’t have to pay for it. A: You bet you do. The cost of the ads is included in the products. B: Still, I think advertising tells me about new products. It helps me in choosing what to buy. A: This is just what the advertisers want you to do. B: But some commercials are really fascinating. Besides, you’re don’t have to believe all the ads. A: Well let’s go swimming.
V. Questions for discussion. • Which of the following two ads for similar products attracts you more: “Good to the last drop” for Maxwell coffee or “the taste is great” for Nestle coffee? Why? • Discuss the advantages and disadvantages of advertising. • Cigarette ads are prohibited in some countries but are allowed in others. Can you find some reasons for that difference in attitudes? • Do you think a soccer star should receive millions of dollars for wearing shoes in an ad? • What do you think of the advertisements on buses or billboards along the street?
