Reading
1. How does the language used in ads differ
from ordinary language?
2. How do companies choose names for
their products?
3. Why do people need advertisement?
4. What are the advantages and
disadvantages of using a story as an
advertisement ?
5. What is strange about the phrases “a
free gift” and “a added bonus”?
Reading
1. How does the language used in ads differ
from ordinary language?
Ad-makers choose words and brand names
very carefully in order to create a positive
image of the product they are promoting. A
good ad often uses words to which people
attach positive meanings.
Reading
2. How do companies choose names for
their products?
The company will choose the words which
can tell the consumer about the advantages
of the product or company, as their names.
Some companies prefer a well-known words,
while others choose names from old stories
or legends. There are also companies that
invent new words for their brand or product
name.
Reading
3. Why do people need advertisement?
People read advertisements partly for
information and partly because they are
interesting.
4. What are the advantages and
disadvantages of using a story as an
advertisement ?
A story, which is used as an ad can attract
people’s attention and be very interesting.
However, there is a danger in this. It’s
possible that the reader or viewer will
remember the ad but not the name of the
product.
Reading
5. What is strange about the phrases “a
free gift” and “a added bonus”?
We should think twice when we are offered
a “free gift” or an “added bonus”. The
strange words want to pull us into a store,
even if we really do not need to buy
anything on sale.
How to create a positive image of the product
Choose the words and
brand names
1 tell the consumer about
the advantages of the product
2 choose a funny name
3 use a well-known word
choose names from old stories
5 invent a new word
A good slogan
1 should be catchy
2 easy to remember
3 convey a message
Ads are started with a puzzle or question
And presented in a humorous way
Language points
A good ad often uses words to which
people attach positive meanings.
attach to
1）安装…，系上，贴上；
The shop assistant attached a price tag to each article.
我在自行车上装灯。
I attached a lamp to the bicycle.
她在信封上贴上邮票然后寄出去。
She attached a stamp to the envelope and mailed it
2)(使)附属； 常用于被动语态
The hospital is attached to the medical college.
with the purpose of
“以…为目的”表示附带说明的
目的。
Today’s ads often start with a question
with the purpose of attracting the
reader’s attention.
for the purpose of
“为了…目的”“因…起见”；所
表示的目的性较强。
He bought the land for the purpose of
building on it.
make sense
有 意义；明智；有道理
It makes sense to look after yourself.
This sentence doesn’t make any sense.
make sense of 理解；懂；明白
（常用于疑问句、否定句）
Can you make sense of this article?
think twice
慎重考虑; 谨慎思考
You’ve got to think twice before you
spend all your money on this house.
答应嫁给他之前，你最好认真考虑一下。
You may have to think twice before you
agree to marry him.