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Practising marketing skills • 4
IV
Evolution – a Dove film
What is happening here?
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© Unilever
M2
Branding
No wonder our perception of beauty is distorted.
Take part in the Dove Real Beauty Workshop for Girls.
Visit campaignforrealbeauty.com
the Dove Self-Esteem Fund
5 RAAbits Englisch • Berufliche Schulen • November 2012
IV
Practising marketing skills • 4
Branding
9 von 28
How to analyse a TV commercial
M3
Learn how to analyse a commercial step by step.
Task
Follow the steps of this checklist and tick the tasks you have completed. The phrases
in the box might help you.
done (9)
1. Describe the commercial.
Think about company/product, settings, people, and plot. Write complete
sentences.
2. Analyse the purpose1 of the commercial.
a) Who is the target audience of the commercial? Explain how you know.
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b) What is the message of the commercial? What do the creators of the
commercial want the target group to believe about the company/product?
3. Analyse the techniques the creators of the commercial use.
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a) What visual techniques (e.g. facial expressions2, written slogans, special
effects) are used? Choose two and explain how they help to support the
message.
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b) What aural3 techniques (e.g. voice-over4 narration, dialogue, slogan, music,
jingle, sound effects) do the commercial’s creators use? Choose two and
explain how they promote the message.
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You can use the following phrases:
At the beginning we see …
The film opens with …
Then there is …
credits sequence5
time-lapse6 sequence
The video fades into7 …
This commercial aims at …
The target group(s) is/are …
The creators use special effects/sound effects like … to promote their message.
They want to convey8 the message that …
Vocabulary
1 purpose: das Ziel, die Absicht – 2 facial expression: der Gesichtsausdruck, die Mimik – 3 aural: auditiv, Hör- – 4 voice-over:
der Off-Text, der Begleitkommentar– 5 credits sequence: die Titelnennung – 6 time-lapse: der Zeitraffer – 7 to fade into:
übergehen zu – 8 to convey: vermitteln
5 RAAbits Englisch • Berufliche Schulen • November 2012
Branding
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M5
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
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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
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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
Practising marketing skills • 4
IV
Branding
21 von 28
Do it like Adbusters – create your own spoof ad
M 10
Create your own spoof ad like the people from adbuster.org.
© picture alliance/Globe-ZUMA
Who you gonna call? Adbusters!
The Adbusters Media Foundation is a non-profit,
anti-consumerist, pro-environment organisation
founded in Vancouver, Canada in 1989.
Adbusters describes itself as a global network of
artists, activists, writers, pranksters1, students and
businesspeople who want to advance2 the new social
activist movement of the information age.
Adbusters is known for its “subvertisements3” that A demonstration by Occupy Wallstreet
spoof4 popular advertisements. The organisation has
also launched several international campaigns, including Buy Nothing Day, Buy Nothing
Christmas, TV Turnoff Week, and Occupy Wall Street.
For more information visit their website: www.adbusters.org/spoofads
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1 prankster: der Witzbold – 2 to advance: vorantreiben – 3 subvertisement: Wortspiel: Zusammensetzung aus subversive
(umstürzlerisch) und advertisement – 4 to spoof: parodieren
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Task
The Adbusters’ network includes students from around the world. Imagine you work
on one of their projects. Collect adverts from magazines or search the Internet for
print ads. Decide on how you want to change them and create your own spoof ad.
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Things to consider:
• Have I ever been disappointed with a product?
• Is there an ad or commercial I don’t like?
• Do I know products that harm the environment?
• Which ads use silly stereotypes to promote the products?
• Which ads try to sell a certain lifestyle rather than a product?
You can write down your first ideas here:
5 RAAbits Englisch • Berufliche Schulen • November 2012
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