Unit 3 The Media
Expansion 3
Exercise 2 what makes a good slogan?
Many people believe that a good slogan
is the best way to advertise a product.
The slogans for some products are very famous
and companies have used them for many years.
But what makes a good slogan?
It is usually quite short.
Some of the most famous slogans are
very short phrases of just two or three words.
"Just do it!"is a good example.
Sometimes the slogan can even be just one word.
like coca-cola's "Enjoy.
It is easy to remember.
A good example is Mars chocolate bars.
For many years.their solgan was,
"A Mars a day helps you work,rest,and play."
The words "day"and "play" sound similar and
this makes the slogan easy to remember.
It is often original.
Some slogans play with words.
For example,a company called Heinz
has used the slogan "Beanz Meanz Heinz"
for over thirty-five years
to advertise their cans of beans.
Other slogans use invented words.
For example.
there is a chocolate bar called Aero.
When you break the bar you can see very small
bubbles of chocolate inside.
For many years,the simple slogan for Aero was
"Unforgettabubble"Instead of the word
"unforgettable."
Exercise 5
THE PSYCHOLOGY OF ADVERTISING
In the past,
ads were very simple and very direct.
The basic message was,
"Buy this product because it's the best!"
Today,people aren't fooled by this method
and as a result,
advertising has become more attractive.
Nowadays.advertisers study human psychology
so that they can understand the way people
think,feel,and act,
Their purpose is to understand
why we decide to buy something.
Just as in the past.
advertisers try to persuade us
to buy their products.
But instead of saying it directly.
they use indirect messages.
Many ads connect--in an indirect way
--one action and another.
For example ,
we see a woman buying a certain type of soup
and then we see her happy family
enjoying the soup.
The indirect message of the ad is,
"If you buy this soup，
you will make your family happy
and they will love you."
Ads try to sell us the promise of success.
We see a car going up a road to a big,
expensive house.
We imagine that the person in the car
is very successful.
The indirect message is,
"If you buy this car,
you will be successful in life."
Some ads use fear to sell products.
The indirect message is,
"You should buy this product.
If you don't buy it ,
bad things will happen to you
or people will not like you,etc."
Roundup 3
Exercise 5
In 2001,procter &Gamble,
Unilever and General Motors were the top
spenders in advertising.
Each company spent
more than three billion dollars
advertising their products ,
At the top of the list was Procter&Gamble.
They spent 3.82 billion dollars.
Friends has been a very successful TV show.
In 2002,more people watched Friends
than any other show.
And so ,naturally,
if you wanted your advertisement to appear
during the show.
it cost a lot of money,
In fact,a typical 30-second commercial
during an episode of Friends cost $455,700.