Lesson E2: Advertising 2nd Form Mr NGUIRA
ACTIVITY I : Match the types of advertising with the corresponding picture
Brochure / billboard / TV commercial / poster
1 2 3 4
1. Complete with the right forms of the word
To advertise (verb) , (Noun) : An . . . . . . . . . . . . .
An . . . . . .
An . .
Definition : Advertising is described as something that is trying to influence a person to
“buy” a product, a service or an idea. The general purpose of advertisement is to “sell”
something, but what else?
Aims of advertising:
•to increase the sales of a product or service.
•to create or maintain a brand identity.
•to communicate a change in an existing product line.
•to introduce a new product or service.
•to convey socially relevant messages.
2. Discuss the following statements
a/ ‘if a product is advertised on TV, this means it must be good’
b/ ‘advertising raises prices’
ACTIVITY II
1. Study the following major components of an advertising poster, then
look at the advertisement below and label the diagram.
a/ Artwork: a photo
b/ Brand name : name of the advertised product
c/ Slogan: a short phrase that is easy to remember and represents the company. E.g.
‘Think different’ (Apple)
d/ Logo: a little drawing that represents the company
e/ Headline: a short sentence that gives the main idea of the advert
4
ACTIVITY III : Study the following advertising techniques and try to remember examples
of ads or commercials using them.
1) Bandwagon: everyone is buying the product, don’t be left out
2) Special Offer/ Bribery: customers save money (buy one get one free)
3) Humor: People remember the product if the ad makes them laugh (orange telecom ad)
4) Magic Ingredients: the product contains something special (Bifidus in yoghurt)
5) Expert opinion/ Testimonial: an expert or a customer recommending the product
(dentists promoting toothpaste)
6) Celebrity spokesperson: shows a popular celebrity promoting the product
7) Beautiful people: using good looking models to suggest we’ll look like them
8) Cartoon character: to make the product appealing to kids.
9) Emotional appeal: playing with emotion to influence people
10) Visual effects: eye catching images, colours, headlines …
11)Persuasive language: Well chosen adjectives, exaggeration, repetition, rhetorical
questions, commands, slogans and catchy phrases.
Practice: group work: Group : ……
1. Watch the video assigned to your group and complete the
information below.
Type of advertisement: ………………………………………………
Brand name: ………………………………………………
Logo: ………………………………………………
Slogan: ………………………………………………
Target audience: ………………………………………………
Advertising techniques ( 3 at least) : …………………………, …………………………………, ………………………
2. Use the information collected to write a short presentation of the
ad, choose a spokesperson to present it to the class.
The ad is a …………………. It is promoting a brand of ………………………. called ……………………. The
brand logo is ……………………………………….. and it uses ……………………………….. as slogan. The ad
targets ……………………………….. There are several techniques used in this ad to persuade people to
buy the product: …………………………………………………………………………………………………………………......
………………………………………………………………………………………………………………………………………………
………………………………………………………………………………………………………………………………………………
………………………………………………………………………………………………………………………………………………
………………………………………………………………………………………………………………………………………………
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Practice: group work: Group : ……
3. Watch the video assigned to your group and complete the
information below.
Type of advertisement: ………………………………………………
Brand name: ………………………………………………
Logo: ………………………………………………
Slogan: ………………………………………………
Target audience: ………………………………………………
Advertising techniques ( 3 at least) : …………………………, …………………………………, ………………………
1. Use the information collected to write a short presentation of the
ad, choose a spokesperson to present it to the class.
The ad is a …………………. It is promoting a brand of ………………………. called ……………………. The
brand logo is ……………………………………….. and it uses ……………………………….. as slogan. The brand
targets ……………………………….. there are several techniques used in this ad to persuade people to
buy the product: …………………………………………………………………………………………………………………......
………………………………………………………………………………………………………………………………………………
………………………………………………………………………………………………………………………………………………
………………………………………………………………………………………………………………………………………………...
………………………………………………………………………………………………………………………………………………
………………………………………………………………………………………………………………………………………………
Commercials :
Group 1 : [Link]
Group2: [Link]
Group3: [Link]
Group4: [Link]
Group 5: [Link]
Group 6: [Link]
Group 7: [Link]