CHAPTER 01 OF 30
Advertising
4 Sual
35 İdeya
24 Termin
Etiket ideyanın ən uyğun olduğu esse növünü göstərir; ideyanın yalnız həmin növdə istifadə oluna biləcəyi demək deyil.
Companies sponsoring sports events
SUAL
Many major sporting events are now funded by commercial sponsors. Do the advantages of this outweigh the disadvantages?
FOR
6
1
Teams and athletes are given kit and equipment they could never afford themselves.
AD
2
Financial backing lets players concentrate on their sport instead of worrying about money.
AD
3
A brand gains prestige by attaching its name to successful athletes.
DV
4
The public thinks well of firms that donate products and equipment.
OP
5
Sponsorship wins a company and its brands far wider media exposure.
AD
6
A major event puts a sponsor’s products in front of an enormous audience.
DV
AGAINST
6
1
Some sponsors promote goods that are harmful to health.
OP
2
Tobacco firms, among others, arguably should not be allowed to sponsor sport at all.
OP
3
A losing run can drag down sales of the sponsor’s products.
AD
4
A company’s reputation becomes tied too tightly to one player’s reputation.
AD
5
Doping or bad behaviour by an athlete rebounds on the sponsor, and the reverse is also true.
DV
6
Fans come for the match rather than the advertising, so the message may not register.
DV
Advertising aimed at children
SUAL
Advertising is increasingly directed at young children. What problems does this cause, and what measures could be taken to address them?
PROBLEM
SOLUTION
PROBLEM
Adverts for food and drink high in fat and sugar contribute to childhood obesity.
→
SOLUTION
Food advertising should promote only healthy options to children.
PS
PROBLEM
Young children pester their parents for whatever they see promoted on television and social media.
→
SOLUTION
Several countries have already banned advertising aimed at young children.
PS
PROBLEM
Children cannot reliably tell a programme apart from the commercial break.
→
SOLUTION
Using the cartoon characters and film heroes children love should be made illegal in adverts.
PS
PROBLEM
Children have not yet grasped that things cost money and that money has to be earned.
→
SOLUTION
Adverts could promote creativity and values such as friendship and honesty rather than consumerism.
TQ
PROBLEM
Advertising creates the illusion that every material thing is freely available.
→
SOLUTION
Schools and parents both need to teach children to think critically.
TQ
Advertising fast food
SUAL
Some people think fast-food advertising should be banned in the same way as tobacco advertising. To what extent do you agree or disagree?
FOR
5
1
Freedom of choice is a founding principle of a democratic society.
OP
2
For many households, fast food is more affordable than health food.
DV
3
Without advertising, people could not make informed choices.
DV
4
Many fast-food ranges now come in a lighter version alongside the classic one.
AD
5
Effective advertising helps people tell the difference between fast food and junk food.
AD
AGAINST
5
1
Studies show a clear link between eating fast food regularly and obesity.
OP
2
What people actually need is better information about eating a balanced diet.
PS
3
Fast food needs no promotion — it is already in school canteens, supermarkets and every high street.
DV
4
Promoting food known to be unhealthy is irresponsible.
OP
5
Advertising should encourage people to keep fit, not help them ruin their health.
PS
Does advertising encourage spending or inform?
SUAL
Some argue that advertising persuades us to buy things we do not need, while others say it informs consumers. Discuss both views and give your own opinion.
ENCOURAGES SPENDING
4
1
Adverts make people buy things they do not need.
DV
2
Advertising fuels consumerism by manufacturing artificial wants.
OP
3
People buy products for the glamour attached to them rather than for any practical need.
OP
4
Saturation advertising and celebrity endorsement drive impulse buying.
DV
INFORMS CONSUMERS
4
1
Adverts are a useful source of information about what is available.
DV
2
A consumer with little time to shop around can still find genuine bargains.
OP
3
Adverts allow people to compare prices and features before buying.
DV
4
Shoppers can easily check whether a company supports fair trade.
OP
ADVERTISING · WORD BANK · 24 Termin
Faydalı anlayışlar
& akademik lüğət
Termin · Məna · Kollokasiya və nümunə cümlələr.
01
consumerism
n
Universal
Buying goods and services in ever-greater amounts; a culture organised around shopping.
a culture of consumerism · rampant consumerism
02
artificial wants
n
Desires created by marketing rather than by real need.
adverts manufacture artificial wants
03
brand loyalty
n
The habit of repeatedly buying the same brand.
build long-term brand loyalty
04
target audience
n
The specific group a product or message is aimed at.
adverts aimed at a young target audience
05
media exposure
n
The amount of attention something receives in the press, on TV and online.
gain wide media exposure
06
showcase a product
v
To display something so its best features are seen.
a sponsor showcases its product range
07
peer pressure
n
Universal
Influence from people of the same age or group.
teenagers succumb to peer pressure
08
pester power
n
Children’s ability to nag parents into buying things.
marketers exploit pester power
09
aspirational marketing
n
Advertising that sells a desirable lifestyle rather than a product.
aspirational marketing aimed at teenagers
10
misleading claims
n
Statements that give a false impression.
misleading claims about health benefits
11
impulse buying
n
Purchasing on a sudden urge, without planning.
adverts encourage impulse buying
12
market share
n
The portion of total sales a company holds.
gain or lose market share
13
endorsement
n
Public support for a product by a famous person.
a celebrity endorsement deal
14
launch a campaign
v
Universal
To start a planned series of adverts or actions.
launch a nationwide campaign
15
saturation advertising
n
Advertising so frequent that it is impossible to avoid.
saturation advertising before Christmas
16
sponsorship
n
Money given to an event or team in exchange for publicity.
corporate sponsorship of sport
17
a captive audience
n
People who cannot avoid seeing or hearing an advert.
commuters are a captive audience
18
shop around
phr v
To compare prices in several places before buying.
shop around for the best deal
19
fair trade
n
Trade that pays producers in poorer countries a fair price.
support fair trade · fair-trade goods
20
informed choice
n
Universal
A decision made with full knowledge of the facts.
make an informed choice
21
freedom of choice
n
Universal
The right to decide for oneself without restriction.
restrict or protect freedom of choice
22
a watchdog
n
A body that checks companies obey the rules.
the advertising watchdog banned the campaign
23
ad fatigue
n
The point at which audiences stop noticing adverts.
ad fatigue among younger viewers
24
subliminal
adj
Affecting the mind without one being aware of it.
subliminal messages in adverts
Axtarışa uyğun termin tapılmadı.