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M5
Branding
Practising marketing skills • 4
IV
How to persuade – 10 advertising techniques
As we have seen in the Dove commercial, advertisers use a lot of special techniques
to persuade people. Here are some of the most common advertising techniques.
Tasks
1. Match the following expressions with their correct definition.
Advertising technique
Definition
햲 repetition
a) using emotions to sell a product or service, e.g.
fear, bad conscience1, patriotism or happiness
햳 key words
b) a symbol that represents a company or product
햴 visual techniques
c) using technical words or scientific language
to impress the consumer; often “experts” like
doctors or pharmacists appear
햵 bandwagon
d) what you hear (music, sound effects) in a
commercial that helps promote the message
and sell the product
햶 scientific touch
e) words often used in advertising because they
have a positive meaning or address the customer
directly, e.g. new, young, free, clean, golden, you
햷 aural techniques
f) a feeling or idea that is associated with the person
or object you see in the advertisement, e.g. young
people represent freedom, happiness and health
햸 logo
g) using a word or phrase more than once in a short
passage or period of time to make the product or
service familiar to the consumer
햹 slogan
h) using peer pressure2 to influence the consumer;
if everyone else is doing it, you should do it, too
햺 emotional appeal
i) short and memorable3 phrase used to promote
a product
햻 association of ideas
j) what you see/read (photo, logo, slogan) in a
commercial that helps promote the message
햲
햳
햴
햵
햶
햷
햸
햹
햺
햻
2. Choose two to three advertising techniques and try to find examples (words or advertisements)
for them. You can think of German advertisements, too.
Vocabulary
1 bad conscience: das schlechte Gewissen – 2 peer pressure: der Gruppenzwang – 3 memorable: einprägsam
5 RAAbits Englisch • Berufliche Schulen • November 2012
IV
Practising marketing skills • 4
Branding
13 von 28
Erläuterungen (M 4 und M 5)
Die Schönheitsphilosophie von Dove (Text M 4) unterstreicht die Botschaft des Werbespots (M 2)
und liest sich wie eine lange Werbeazeige. Daher eignet sich der Text gut dazu, die Wirkung positiv
und negativ besetzter Schlüsselbegriffe (key words) zu untersuchen. Die Schüler filtern diese aus
dem Text heraus und stellen fest, dass besonders Adjektive zur Intensivierung der Botschaft beitragen.
Weisen Sie bei der Besprechung der Aufgaben darauf hin, dass die Wiederholung (repetition) derartiger Schlüsselbegriffe und der wissenschaftliche Anspruch (scientific touch), den Dove sich durch
die Berufung auf Umfragen und Untersuchungen gibt, ebenfalls wichtige Werbetechniken sind. Auf
diese wird in M 5 genauer eingegangen.
Im anschließenden matching exercise (M 5) zu den gängigsten Werbetechniken werden die Ergebnisse aus M 4 systematisiert und das Fachvokabular vertieft. Einige der hier genannten Techniken
tauchen bei späteren Werbeanzeigen im Verlauf der Einheit erneut auf.
Lösung (M 4)
Task 1: The Dove campaign can be described as follows:
The Dove campaigners think that our perception of beauty has been distorted by advertising and the
media and must be changed, because too many girls and young women suffer from low self-esteem.
They need to realize that beauty comes in all different forms and that they are beautiful, too. The
Dove Self-Esteem Fund supports educational programmes to raise women’s self-esteem.
Task 2: The text uses many strong adjectives to describe the negative effects of stereotypes:
negative, depressed, guilty, shameful, unrealistic, bad (worse), self-critical
Task 3: The Dove campaign is described in a very positive way using these words:
democratic, beauty, real, self-esteem, attitude, style, charm, diversity
Task 4: Individial answers. Example:
Yes, I think that our perception of beauty is distorted. Advertising and the media convey an image of
beauty and eternal youth that is unrealistic and even dangerous. Young girls want to be slim, they
don’t eat enough and thus many suffer from eating disorders. Women want to stay young, and that
is why plastic surgery, for example, has become common. Yet real-life Barbie dolls are not beautiful.
What is beautiful is a real and natural woman who considers herself beautiful.
Lösung (M 5)
Task 1: The expressions should be matched as follows:
햲
햳
햴
햵
햶
햷
햸
햹
햺
햻
g)
e)
j)
h)
c)
d)
b)
i)
a)
f)
Task 2: Here are some examples:
slogan: I’m loving it (McDonald’s); Just do it! (Nike)
scientific touch: Dr. Best (dental care), automobile ads
association of ideas: If you see athletes advertising a certain product, you may think the product will
make you sporty and healthy, too.
5 RAAbits Englisch • Berufliche Schulen • November 2012
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Practising marketing skills • 4
IV
Branding – how image advertising works
A marketing expert explains what branding is.
Tasks
1. Fill in the blanks using the words from the box.
2. Explain the terms “brand”, “brand strategy” and “brand equity” in your
own words.
added value1 – celebrity2 – competitors – consumers –
emotional attachment3 – image – powerful – promise – reputation4 – symbol
What makes a brand?
The American Marketing Association defines a brand as a “name, term, sign,
_________________ (1) or design, or a combination of them intended to identify the goods and
services of one seller or group of sellers and to differentiate5 them from those of other
sellers.”
Building your brand
Branding is the process of creating a unique6 image for a product or service in the consumer’s heart and mind. That __________________ (2) is marketed so that more and more people
recognize it and connect the product or service to that certain idea. This idea will stay with
the __________________ (3) and they will eventually choose this particular company, service
or product over its __________________ (4).
Therefore it is important to know your customers, choose the right advertising techniques,
and to think about suitable7 distribution channels. A good brand strategy can build a strong
brand name and a good __________________ (5). If a company has a bad reputation, rebranding can help change that. After all, a brand is a __________________ (6) to the consumers to
meet or even exceed their expectations.
What is brand equity8?
Brand equity describes the value of having a well-known brand name, as consumers believe
that a product with a well-known name is better than a no-name product. This is the
__________________ (7) products have. A good example of this is the computer and consumer
electronics company Apple. Because Apple has built a __________________ (8) brand equity,
many consumers prefer Apple products over similar products.
The added value often has to do with __________________ (9). For example, Adidas associates
its sportswear with star athletes like footballer David Beckham or musicians like rapper
Snoop Dogg, hoping customers will transfer their sympathy for the __________________ (10)
to the product.
Vocabulary
1 added value: der Mehrwert – 2 celebrity: die berühmte Person– 3 attachment: die Bindung – 4 – reputation: der Ruf
–5 to differentiate from: abgrenzen von – 6 unique: einzigartig – 7 suitable: passend, geeignet – 8 brand equity: der Markenwert
5 RAAbits Englisch • Berufliche Schulen • November 2012
© Thinkstock
M6
Branding
Unterrichtsmaterialien in digitaler und in gedruckter Form
Auszug aus:
Creating an image - how branding works
Das komplette Material finden Sie hier:
Download bei School-Scout.de