49 Advertising

A

B

C

D

E

F 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]

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]

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]

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]

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]

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 2 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

49.1

49.2

49.3

49.4

Complete each of these sentences with one missing word from the opposite page.

1 Enjoy a weekend in the of luxury. 2 Don’t just follow the herd – take the chance to stand out in the . 3 Don’t miss the -bottom prices in our special May Day sale. 4 For the best in state-of- laptops and tablets, visit our website. 5 Why not yourself this Christmas with our new foam bath? 6 Take a look at our new fabric designs. 7 Our cosmetics all others in the shade. 8 You’ll find bargains in our new discount superstore. 9 Why not yourself with our delectable chocolate desserts? 10 We’re our prices this week for one week only! Huge reductions!

Match the beginnings and endings of the sentences.

1 The armchair is ergonomically a to boost the immune system. 2 She was distributing b for the new James Bond film?

3 He was wearing a sandwich 4 There was a huge billboard c pop-up ads. d designed to ease back pain and provide comfort.

5 It contains a herb proven

e her new book. 6 Did you see that trailer f advertising a new soft drink. 7 My software is good at blocking g board advertising a clothing store. 8 She went on TV to plug h flyers for a charity concert.

Here are some phrases typical of advertising language. Which of the categories A to E opposite do they fit into? Some of them may fit into more than one category.

1 colossal discounts 5 developed by a team of international experts 2 fit for a king 6 we outshine the best of the rest 3 tantalisingly elegant 7 glossy hair and a radiant, youthful look 4 go on – spoil yourself 8 outstanding value

Look at F opposite. What are these examples of?

1 2 3

49.5

4 5

Your Local Florist

Your Local Florist 6

Over to you

Your Local Florist

For more examples of language used in advertising, visit the websites of companies, restaurants, etc. and see how they describe their products. Match the language to the categories in A to E opposite.

Your Local FloristYour Local Florist