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Advertising A
Promoting quality Advertisers like language that suggests their product is of especially high quality. Check out our latest smartphone – you’ll love its innovative features. [original and interesting] The design of our beds is unsurpassed. [the best there is] Our dishwashers leave other dishwashers standing. [are much better than other dishwashers] Sign up for exam courses that put/leave other courses in the shade. [make other courses seem insignificant]
B
Promoting value for money Advertisers like language that suggests things give you good value for money. Rock-bottom prices in our sale! [extremely low] Prices slashed! [dramatically reduced] Bargains galore! [a huge number of products on sale at ridiculously low prices] Order now and get a 10% discount. [reduction in the price]
C
Promoting luxury and comfort Advertisers like language that suggests luxury and comfort. Pamper yourself with a full-body massage. [treat yourself to something luxurious] Indulge yourself with our smooth, rich, perfectly blended coffee. [let yourself do or have something that you enjoy but which may be bad for you]
Enjoy a sumptuous meal in opulent surroundings. [both adjectives mean rich and special: sumptuous
collocates most strongly with words relating to food and furnishings, and opulent with words relating to lifestyle]
Live in the lap of luxury for two weeks. [in a very luxurious way]
D
Promoting scientific backing Advertisers like language that suggests scientific backing for their product. This ergonomically designed reading lamp provides the perfect light. [designed by studying people
and their working or living conditions, especially in order to improve effectiveness] Our health drink is medically proven to boost energy levels. [shown by research] All our computers are state-of-the-art. [use the very latest technology]
E
Promoting attractiveness Advertisers like language that suggests their products make us more attractive. Ties that will make you stand out in the crowd. [be noticed] In our new styles, you’re guaranteed to turn heads. [be noticed] Our new lipsticks are tantalisingly appealing. [temptingly] Use our range of hair and skin products for glossy hair and radiant skin. [both adjectives mean attractive and healthy-looking]
F
Common ways of advertising Magazine and newspaper advertisements/adverts; classified ads; TV and radio commercials; posters; billboards1; flyers2; trailers3; sports sponsorship; banners; sky-writing4; sandwich boards5; brochures; carrier bags; logos on clothing and other products; pop-ups6 on websites. In addition, personalities often use TV interviews to plug7 a new book or film. 1
very large boards sheets of printed information 3 brief excerpts from a film, TV or radio programme 4 words written in the sky using smoke from a plane 5 advertising posters hung at the back and front of a person, who then walks around a busy area 6 advertisements that appear on your screen suddenly 7 advertise 2
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English Vocabulary in Use Advanced
