Advertising as persuasion (2) Advertisements want to persuade us to buy particular products. How do they do it? Let’s imagine You’re watching TV. it’s a hot evening. You feel thirsty. You see an advert for a refreshing drink. You see people looking cool and relaxed. You notice the name of the refreshing drink because you think it could be useful for you to satisfy your thirst. Advertisers study how people learn so that they can ‘teach’ them to respond to their advertising. They want us to be interested, to try something, and then to do it again. These are the elements of learning: interest, experience and repetition. If an advert can achieve this, it is successful. If an advert works well, the same technique can be used to advertise different things. So, for example, in winter if the weather is cold and you see a family having a warming cup of tea and feeling cosy, you may be interested and note the name of the tea ... here the same technique is being used as with the cool, refreshing drink. If advertisements are to be learned, there is a need for lots of repetition. But advertisers have to be careful because too much repetition can result in consumer tiredness and the message may fall on ‘deaf ears’. Consumers
learn to generalize from what they have learned. So advertisers sometimes copy a highly successful idea that has been well learned by consumers. For example, the highly successful ‘Weston Tea Country’ advertising for different tea has led to ‘DAEWOO Country’ for automobile dealers and ‘Cadbury Country’ for chocolate bars. Activity 1. Match the text on the left with the text on the right. Соединить половинки предложений + перевод. Предложения писать полностью.
1. You notice the name of the refreshing drink
a. something, and then to do it again.
2. Advertisers study how people learn so that
b. that has been well learned by consumers
3. They want us to be interested, to try
c. they can ‘teach’ them to respond to their advertising.
4. If an advert can achieve this, tiredness
d. too much repetition can result in consumer
5. But advertisers have to be careful because
e. because you think it could be useful for you to satisfy your thirst.
6. Advertisers sometimes copy a highly successful idea
f. it is successful.
Activity 2. Fill in the blanks with the following words: products, relaxed, thirst, elements, achieve, cosy, need, tiredness, highly. Вставить пропущенные слова по смыслу. Предложения писать полностью + перевод.
1. These are the of learning: interest, experience and repetition.
2. You see people looking cool and .
3. So advertisers sometimes copy a successful idea that has been well learned by consumers.
4. If the weather is cold and you see a family having a warming cup of tea and feeling , you may be interested and note the name of the tea
5. Advertisements want to persuade us to buy particular
6. You notice the name of the refreshing drink because you think it could be useful for you to satisfy your .
7. If an advert can this, it is successful.
8. If advertisements are to be learned, there is a for lots of repetition.
9. But advertisers have to be careful because too much repetition can result in consumer
- Hi, Ann!
- Hello, Caroline! How are you?
- Fine, thanks. And you?
- Not so bad! Oh, I think I saw you yesterday in the cinema. Were you there?
- Yeah, I was! My sister and I went to watch “Beauty and the Beast”.
- And I was there with my cousins! We had a great time! Did you like the film?
- Oh, yes! For me it's the best Disney film ever! Emma Watson is my favourite actress and she plays Belle, my favourite Disney princess! You like the film too, don't you?
- Yes, I do! I enjoyed every minute of it! I love the songs in the film! And then, it is such a colourful story. It is definitely as good as that old cartoon.
- Oh, I've got a DVD with the cartoon. Look, Ann, would you like to come to my place to watch it? We could have a pajama party!
- What a fantastic idea, Caroline! I'd love to come!
Now it is the 21 century. Our life is full of IT technologies. Of course, it`s so comfortable, so exiting and interesting. But changing teachers for computers is a crazy idea!
In Russia education isn`t so good as in European countries, it`s a known fact. Our goverment gives a lot of money for new computer classes, for the best books, gyms,but it does not work. Why?Because pupils don`t have desire to study, to learn new interesting things, which our nature and science have. After schools they go home to play computer games or watch TV. They aren`t interested in reading and learning.
That`s whychildren need attention to their works, their actions. Teacher can discuss problems with them, explain how to do something right. Teacher will understand you, will help, will calm you. And so-called iron boxes can`t do these things.
A lot of people like scientists or programmists think that computer is our future. Yes,that`s right. But it doesn`t mean that we should give these machines a chance to teach pupils! It is not a good way to get better education.
Somebody does not like computers at all, and they are right too. These things spoil our vision, they can`t make our brain work properly. Computers have made people addicted to them.
By the way of conclusion, I want to say that our future is in our hands. We should think about our sons and daughters.On my mind, they want to study well and understand everything clearly. And it won`t be possible with robots, which we already use at home and school more than 50% of our time a day