Welcome to the world of advertising! M 1

Practising marketing skills • 2
IV
Language of advertising
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Welcome to the world of advertising!
M1
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© 1. picture alliance/Photoshot; 2. colourbox; 3. Thinkstock; 4. Bildagentur Waldhäusl/Naturfoto Online; 5. picture-alliance/ZB
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1 RAAbits Englisch • Berufliche Schulen • November 2011
Language of advertising
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M2
Practising marketing skills • 2
IV
The language of advertising – working with words
Learn some important words used in advertising.
Tasks
1. Fill in the crossword. The letters in the grey boxes form a solution
word if you put them in the right order.
햲 You can find … for products or services in magazines, on TV, on the radio and on the Internet.
햳 A company that produces advertisements for their clients is called an advertising …
햴 A signboard, usually outdoors, for advertising posters. It can be electronic, too.
햵 Part of an advertisement that attracts attention, e.g. a photo.
햶 A part of a printed advertisement with which you can order products or get a discount.
햷 An advertisement on radio or TV.
햸 A large sheet of paper with illustrations used as advertisement.
햳
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햵
햴
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햶 햲
햷
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햸
Solution: Another word for ‘to advertise’:
to __ __ __ __ __ __ __
2. Imagine you work for a hotel. Which products or services could be described with the following
adjectives? Find at least two for each adjective.
comfortable:
healthy:
refreshing:
fast:
stylish:
favourable1:
3. Think of a product or service in your company. Find three adjectives to advertise it.
Vocabulary
1 favourable: günstig
1 RAAbits Englisch • Berufliche Schulen • November 2011
Practising marketing skills • 2
IV
Language of advertising
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How to say it best – the top 12 words of advertising
M4
Advertising uses its very own language. Learn how to make your advertising
texts work.
© Thinkstock
Some words have power! Others don’t. The word nice, for example. Nice doesn’t
have any power. “I went for a nice walk on the beach.” That doesn’t tell you
much. The weather could have been nice, or the atmosphere, or the location …
But how about “I went for a relaxing walk on the beach. It was very refreshing,
the sun was reflecting on the water and the only sound you could hear was the
noise of the seabirds.”
Do you now see how much power words can have?
Tasks
The 12 most powerful words of advertising
you
money
save
results
easy
health
love
discovery
proven1
new
Source: Yale University
1. Have a look at these twelve words. Pick three and say why you think they are powerful.
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safety
guaranteed
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1 proven: bewährt
2. a) Read the slogans (1) to (4) and say what product or service could be advertised with them.
Example:
➜ life insurance, career service, body lotion
Just for you!
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(1) The joy of safety (2) Your health matters
(3) Make a discovery (4) My money and me
b) Now make up three slogans including at least one of the words from the box. Then name a
product or service that could be advertised with it.
3. Of course, there are more words than just the 12 in the box. Make this advertising text for the
English website of “Kino am Dom” sound more interesting. Fill in the adjectives on the right.
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About Kino am Dom
The
cinema is
located
in
a
shopping centre on Rheinstraße. It
is
a 5-minute walk
parking
away from the town centre. You’ll find
spaces in the car park opposite the cinema.
bus
routes pass outside the cinema. The cinema is surrounded by
restaurants and shops. It has 8
screens with 1,700 seats. Screens 3, 5 & 6 are also
drinks and food
for wheelchairs. You can buy
including hot dogs, pretzels and popcorn at our
and
bar service!
popular
high-quality
tasty
a lot of
modern
superfast
excellent
only
easy to use
various
friendly
1 RAAbits Englisch • Berufliche Schulen • November 2011
Practising marketing skills • 2
IV
Language of advertising
17 von 24
The ultimate mailshot – analysing a sales letter
M7
A mailshot1 is a form of direct marketing. It is a sales letter, often a leaflet2, flyer or coupon, sent
directly to a person’s home.
UrbanDreams
Shopping Centre
45, Fulham Road
Manchester
Tel. (+44) 911 2785098
Dear shoppers,
© Thinkstock
www.urbandreams.co.uk
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Do you want shopping to be a real experience?
Visit our modern and exciting UrbanDreams shopping centre in Fulham Road.
It’s not just shopping – it’s an experience! Discover a unique new world of more than
150 exciting shops, excellent restaurants and fun attractions. Take a break in our relaxing Oriental-style spa3 or try out our modern gym. Kids will love the adventurous
jungle playground and the huge submarine in our indoor swimming pool. It’s the ideal
way to spend a day. We have something for everyone!
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We are open Mondays to Saturdays from 9 a.m. until 10 p.m. and Sundays from
10 a.m. until 6 p.m. There are three car parks close to the shopping centre and three
different bus routes pass in front.
Please consider UrbanDreams for your next shopping trip.
Visit www.urbandreams.co.uk or call (911) 2785098 for more information.
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Our opening special: Spend £100 or more and get a FREE meal in a restaurant of your
choice!
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Tasks
1. Read the sales letter for UrbanDreams. Which parts does it consist of? Match the parts of the
letter with the following numbers. 햲 has already been filled in for you.
햲 Address your reader personally. Use you and your as often as you can.
햳 You want people to react to your letter. Give your website address and phone number.
햴 The postscript is at the end, but people often read it first. Mention an extra special offer
(discounts, freebies4, …) here.
햵 Your letter must grab the reader’s attention. A picture is a good way to get it.
햶 Be convincing. Special offers and attractions are usually very persuasive5.
햷 You have to get your readers interested. A personal question is a very good start.
햸 Inform your reader in a clear and simple way. Mention details and special offers.
2. Has the writer of the sales letter done a good job and used powerful adjectives? Check by
underlining them.
Vocabulary
1 mailshot: die Postwurfsendung – 2 leaflet: der Prospekt, die Broschüre – 3 spa: das Wellness-Center – 4 freebie: das Gratisgeschenk – 5 persuasive: überzeugend
1 RAAbits Englisch • Berufliche Schulen • November 2011
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