The picture below shows colourful adverts and billboards lit up at night in Times Square in New York City. In this section you are going to read a text introducing you to the roles of advertising and strategies to make it successful. Before you read it, think: do adverts make our cities uglier or more beautiful?
Poniższe zdjęcie przedstawia kolorowe, rozświetlające noc reklamy i billboardy na Times Square w Nowym Jorku. W tej sekcji przeczytasz tekst charakteryzujący funkcje, jakie pełnią reklamy oraz strategie stosowane, aby zadziałały. Zanim przejdziesz do e‑materiału, zastanów się: czy reklamy czynią nasze miasta brzydszymi, czy je upiększają?
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Zdjęcie przedstawia zatłoczone centrum Nowego Jorku, Times Square. Plac otoczony wieżowcami, na których wisi wiele bilbordów i ekranów reklamowych.
Ubiquitous advertising
Wszechobecna reklama
Źródło: dostępny w internecie: www.unsplash.com [dostęp 30.03.2022], domena publiczna.
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Exercise1
Read the sentences and drag and drop the right phrases in the gaps. 1. Nike’s famous 1. I’m lovin’ it, 2. Think Different, 3. Just do it, 4. Have it your way, 5. Finger lickin’ good slogan was inspired by a death row's serial killer.
2. KFC uses the 1. I’m lovin’ it, 2. Think Different, 3. Just do it, 4. Have it your way, 5. Finger lickin’ good slogan to evoke a sense of hunger in customers.
3. Apple’s 1. I’m lovin’ it, 2. Think Different, 3. Just do it, 4. Have it your way, 5. Finger lickin’ good slogan wasn’t actually created by Steve Jobs.
4. Did you know that 1. I’m lovin’ it, 2. Think Different, 3. Just do it, 4. Have it your way, 5. Finger lickin’ good is the longest-used slogan in McDonald’s advertising history?
5. The famous fast-food chain Burger King uses the 1. I’m lovin’ it, 2. Think Different, 3. Just do it, 4. Have it your way, 5. Finger lickin’ good slogan, so customers know they can customise their orders.
Read the sentences and drag and drop the right phrases in the gaps. 1. Nike’s famous 1. I’m lovin’ it, 2. Think Different, 3. Just do it, 4. Have it your way, 5. Finger lickin’ good slogan was inspired by a death row's serial killer.
2. KFC uses the 1. I’m lovin’ it, 2. Think Different, 3. Just do it, 4. Have it your way, 5. Finger lickin’ good slogan to evoke a sense of hunger in customers.
3. Apple’s 1. I’m lovin’ it, 2. Think Different, 3. Just do it, 4. Have it your way, 5. Finger lickin’ good slogan wasn’t actually created by Steve Jobs.
4. Did you know that 1. I’m lovin’ it, 2. Think Different, 3. Just do it, 4. Have it your way, 5. Finger lickin’ good is the longest-used slogan in McDonald’s advertising history?
5. The famous fast-food chain Burger King uses the 1. I’m lovin’ it, 2. Think Different, 3. Just do it, 4. Have it your way, 5. Finger lickin’ good slogan, so customers know they can customise their orders.
Źródło: GroMar Sp. z o.o., licencja: CC BY-SA 3.0.
Read the text and find out some facts about the functions and techniques of advertising.
Things to Know About Advertising
Agnieszka Sękiewicz‑MagońThings to Know About Advertising
What comes to your mind when you hear the word “advertisingadvertisingadvertising”? The images of banner adsbanner ads [banner ad]banner ads on your favourite website, TV or radio commercialscommercials [commercial]commercials, billboardsbillboards [billboard]billboards along the highway or posters in the underground stations? Whatever the type of advertising, from print advertisingprint advertisingprint advertising to pop‑up adspop‑up ads [pop‑up ad]pop‑up ads, the end goal of all advertisementsadvertisements (ads, adverts) [advertisement]advertisements is always the same: to persuade us to buypersuade us to buy.
However, getting consumers to buy certain products is not the only motivation behind advertising. Businesses and organisations will use ads to influence the opinion of a target audiencetarget audiencetarget audience, draw attention to specific issues, or simply spread the word about a productspread the word about a productspread the word about a product. Sometimes advertisements won’t even mention a specific product, because their aim is to build a relationshipbuild a relationship build a relationship between consumers and a brand. Businesses also use advertising to differentiatedifferentiatedifferentiate their offer from that of their competitors, create awareness of the brand among customers, or build the brand’s value. Some renownedrenownedrenowned companies have mastered the art of advertising which is aimed atis aimed at [be aimed at]is aimed at creating such a strong desire for a given product that the customers want the item even if they don’t really need it. Some diehard fans of a product will collect all its existing models or save for years to buy it.
There are a lot of good practices, tips and advertising tricks, which have been perfected over the years and are now manifested in modern media. The best advertisersadvertisers [advertiser]advertisersgo above and beyondgo above and beyondgo above and beyond to cater to consumer needscater to consumer needscater to consumer needs, while considering how they encourage consumers to feel or achieve something. They do not straightforwardly say “buy our product”, but rather appeal to the emotionsappeal to emotionsappeal to the emotions of customers by giving them a reason for consuming their brand. Studies show that people rely on emotionsrely on emotionsrely on emotions, rather than information, when making brand decisions, so if an ad evokesevokes [evoke]evokes happiness or fear or sadness, and it tugs at our heartstringstugs at our heartstrings [tug at one’s heartstrings]tugs at our heartstrings, we are more likely to take some action. It is an emotional response to ads rather than the actual ad content that influences a person’s intent to buy. Emotions and feelings often trigger impulse buyingimpulse buyingimpulse buying, when a consumer makes a decision to buy a product or a service on the spur of the momenton the spur of the momenton the spur of the moment.
Another powerful technique is to create positive associationspositive associations [positive association]positive associations with a product or a service. An advertisement should send a positive messagesend a positive messagesend a positive message because when consumers associate the product with the feeling of happiness, sense of achievement or an accomplished goalaccomplished goalaccomplished goal, they are more likely to take notice, remember the product or service, and make a purchasemake a purchase. Catchy musiccatchy musicCatchy music and energetic jinglesjingles [jingle]jingles are also useful for helping people associate positive feelings with a given brand and remember it, as they bring fun, joy and cheerfulness to mind. The best advertisers use research to determine the placement, style and purpose of an ad, and they allocateallocateallocate tremendous amounts of their budgets to get insights intoget insights intoget insights into the behaviour and interests of their ideal consumers. Once they have learnt what they are, they can appeal to the consumer’s personalityappeal to the customer’s personalityappeal to the consumer’s personality to make him or her buy a product. A similar effect is achieved by using product placementproduct placementproduct placement, when a product is featured in a film or television programme that targets a large audience. Consumers who see the product there are made to believe that it is compatible withcompatible withcompatible with their lifestyle, so they are willing to buy it.
It's also important to note that there is nothing as effective as word‑of‑mouth advertisingword‑of‑mouth advertisingword‑of‑mouth advertising. While people lack trust in marketersmarketers [marketer]marketers and advertisers, they do trust their peers and their opinions. A consumer is up to 50 times more likely to buy a product if it is recommended by close friends or family, which makes word‑of‑mouth (WOM) easily the most effective form of marketing. Businesses, especially the ecommerce ones, may strike goldstrike gold (idiom)strike gold if they find a way to tap intotap intotap into this area, which they have neglectedneglectedneglected for so many years.
Read the text above and choose the correct answer. There is only one correct answer in each point. 1. When does not advertising focus on the product?
a) When its goal is to convince us to buy what the company is selling.
b) When a company wants to dramatically increase its earnings.
c) When establishing a relationship with consumers matters most.
d) When it is important to build a fan base among customers.
2. Why are renowned companies mentioned?
a) To emphasise that they are the most respected types of companies.
b) To exemplify how good they are at a certain form of advertising.
c) To show that they create meaningful labels which sell well.
d) To explain why customers don’t need to buy products from others.
3. Why is playing on customers’ emotions effective?
a) Because it may result in spontaneous purchases.
b) Because it makes customers visibly happy.
c) Because it makes customers likely to invest.
d) Because it makes customers want to invest.
4. “Once they have learnt what they are, they can appeal to the consumer’s personality to make him or her buy a product.” The underlined word refers to
a) customers' desire to invest in a company.
b) customers’ behaviour and interests.
c) limited budgets that customers have.
d) secret insights into advertising.
5. Which sentence is true about word-of-mouth advertising?
a) It is fifty times more frequent than other forms of marketing.
b) It is not difficult at all to advertise the product this way.
c) It has great potential, although businesses haven’t used it.
d) Businesses use it in very rare cases because it's not effective.
Read the text above and choose the correct answer. There is only one correct answer in each point. 1. When does not advertising focus on the product?
a) When its goal is to convince us to buy what the company is selling.
b) When a company wants to dramatically increase its earnings.
c) When establishing a relationship with consumers matters most.
d) When it is important to build a fan base among customers.
2. Why are renowned companies mentioned?
a) To emphasise that they are the most respected types of companies.
b) To exemplify how good they are at a certain form of advertising.
c) To show that they create meaningful labels which sell well.
d) To explain why customers don’t need to buy products from others.
3. Why is playing on customers’ emotions effective?
a) Because it may result in spontaneous purchases.
b) Because it makes customers visibly happy.
c) Because it makes customers likely to invest.
d) Because it makes customers want to invest.
4. “Once they have learnt what they are, they can appeal to the consumer’s personality to make him or her buy a product.” The underlined word refers to
a) customers' desire to invest in a company.
b) customers’ behaviour and interests.
c) limited budgets that customers have.
d) secret insights into advertising.
5. Which sentence is true about word-of-mouth advertising?
a) It is fifty times more frequent than other forms of marketing.
b) It is not difficult at all to advertise the product this way.
c) It has great potential, although businesses haven’t used it.
d) Businesses use it in very rare cases because it's not effective.
Źródło: GroMar Sp. z o.o., licencja: CC BY-SA 3.0.
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Exercise3
Read the text above. Then, pick the correct translations of the Polish phrases in brackets to complete the sentences. Note: two words/phrases do not fit with any gap.
I like watching 1. relies on your emotions, 2. target audience, 3. banner ads and pop-up ads, 4. tugs at your heartstrings, 5. Impulse buying, 6. allocated part of its budget, 7. persuade him to buy, 8. TV commercials, 9. renowed companies, 10. appeal to emotions (reklamy telewizyjne) because they are so colourful and energetic.
1. relies on your emotions, 2. target audience, 3. banner ads and pop-up ads, 4. tugs at your heartstrings, 5. Impulse buying, 6. allocated part of its budget, 7. persuade him to buy, 8. TV commercials, 9. renowed companies, 10. appeal to emotions (Kupowanie pod wpływem impulsu) usually results in accumulating a lot of things you never use.
It is important to determine first what your 1. relies on your emotions, 2. target audience, 3. banner ads and pop-up ads, 4. tugs at your heartstrings, 5. Impulse buying, 6. allocated part of its budget, 7. persuade him to buy, 8. TV commercials, 9. renowed companies, 10. appeal to emotions (docelowa grupa odbiorców) is.
The advertising agency 1. relies on your emotions, 2. target audience, 3. banner ads and pop-up ads, 4. tugs at your heartstrings, 5. Impulse buying, 6. allocated part of its budget, 7. persuade him to buy, 8. TV commercials, 9. renowed companies, 10. appeal to emotions (przeznaczyła część swojego budżetu) to research.
It wasn’t easy to 1. relies on your emotions, 2. target audience, 3. banner ads and pop-up ads, 4. tugs at your heartstrings, 5. Impulse buying, 6. allocated part of its budget, 7. persuade him to buy, 8. TV commercials, 9. renowed companies, 10. appeal to emotions (przekonać go, żeby kupił) a new car, but eventually he did.
Your advertisement will be more effective if you 1. relies on your emotions, 2. target audience, 3. banner ads and pop-up ads, 4. tugs at your heartstrings, 5. Impulse buying, 6. allocated part of its budget, 7. persuade him to buy, 8. TV commercials, 9. renowed companies, 10. appeal to emotions (odwołasz się do uczuć) of your customers.
What really annoys me while reading feeds on the Internet is 1. relies on your emotions, 2. target audience, 3. banner ads and pop-up ads, 4. tugs at your heartstrings, 5. Impulse buying, 6. allocated part of its budget, 7. persuade him to buy, 8. TV commercials, 9. renowed companies, 10. appeal to emotions (banery reklamowe i wyskakujące reklamy).
I didn’t realise how much advertising 1. relies on your emotions, 2. target audience, 3. banner ads and pop-up ads, 4. tugs at your heartstrings, 5. Impulse buying, 6. allocated part of its budget, 7. persuade him to buy, 8. TV commercials, 9. renowed companies, 10. appeal to emotions (gra na uczuciach) in order to sell a product or a service.
Read the text above. Then, pick the correct translations of the Polish phrases in brackets to complete the sentences. Note: two words/phrases do not fit with any gap.
I like watching 1. relies on your emotions, 2. target audience, 3. banner ads and pop-up ads, 4. tugs at your heartstrings, 5. Impulse buying, 6. allocated part of its budget, 7. persuade him to buy, 8. TV commercials, 9. renowed companies, 10. appeal to emotions (reklamy telewizyjne) because they are so colourful and energetic.
1. relies on your emotions, 2. target audience, 3. banner ads and pop-up ads, 4. tugs at your heartstrings, 5. Impulse buying, 6. allocated part of its budget, 7. persuade him to buy, 8. TV commercials, 9. renowed companies, 10. appeal to emotions (Kupowanie pod wpływem impulsu) usually results in accumulating a lot of things you never use.
It is important to determine first what your 1. relies on your emotions, 2. target audience, 3. banner ads and pop-up ads, 4. tugs at your heartstrings, 5. Impulse buying, 6. allocated part of its budget, 7. persuade him to buy, 8. TV commercials, 9. renowed companies, 10. appeal to emotions (docelowa grupa odbiorców) is.
The advertising agency 1. relies on your emotions, 2. target audience, 3. banner ads and pop-up ads, 4. tugs at your heartstrings, 5. Impulse buying, 6. allocated part of its budget, 7. persuade him to buy, 8. TV commercials, 9. renowed companies, 10. appeal to emotions (przeznaczyła część swojego budżetu) to research.
It wasn’t easy to 1. relies on your emotions, 2. target audience, 3. banner ads and pop-up ads, 4. tugs at your heartstrings, 5. Impulse buying, 6. allocated part of its budget, 7. persuade him to buy, 8. TV commercials, 9. renowed companies, 10. appeal to emotions (przekonać go, żeby kupił) a new car, but eventually he did.
Your advertisement will be more effective if you 1. relies on your emotions, 2. target audience, 3. banner ads and pop-up ads, 4. tugs at your heartstrings, 5. Impulse buying, 6. allocated part of its budget, 7. persuade him to buy, 8. TV commercials, 9. renowed companies, 10. appeal to emotions (odwołasz się do uczuć) of your customers.
What really annoys me while reading feeds on the Internet is 1. relies on your emotions, 2. target audience, 3. banner ads and pop-up ads, 4. tugs at your heartstrings, 5. Impulse buying, 6. allocated part of its budget, 7. persuade him to buy, 8. TV commercials, 9. renowed companies, 10. appeal to emotions (banery reklamowe i wyskakujące reklamy).
I didn’t realise how much advertising 1. relies on your emotions, 2. target audience, 3. banner ads and pop-up ads, 4. tugs at your heartstrings, 5. Impulse buying, 6. allocated part of its budget, 7. persuade him to buy, 8. TV commercials, 9. renowed companies, 10. appeal to emotions (gra na uczuciach) in order to sell a product or a service.
Źródło: GroMar Sp. z o.o., licencja: CC BY-SA 3.0.
Exercise4
Answer the questions in 2–3 sentences.
Which of the functions of advertising mentioned in the text didn’t you realise? Has it changed how you view advertising now? Why?/Why not?
Do you think your shopping choices are influenced by advertising? Why?/Why not?
Would you agree that word‑of‑mouth advertising is the most effective form of marketing? Why?/Why not?
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(Uzupełnij).
Źródło: GroMar Sp. z o.o., licencja: CC BY-SA 3.0.
I didn’t realise that advertising may be used to… Now that I think of it, it makes sense that…
I (don’t) think I am influenced by advertising because… If I need…, I buy things which…
I think I would (not), because personally I… It’s much more… a source of information than…
I didn't realise that advertising may be used to create relationships between consumers and brands. Now that I think of it, it makes sense that companies want to get long‑term loyalty from a customer, so they may advertise their product in such a way that he/she does not feel pressured into buying it, but focuses on a positive image of the company.
I don’t think I am that influenced by advertising because I don’t watch too many commercials and I don’t pay attention to any kind of advertisements. If I need something, I buy things which I have tested and liked, rather than buy something new only because a model advertised it on TV or the Internet.
I think I would agree that word‑of‑mouth advertising is the most effective form of marketing, because personally I often buy things which have been recommended to me by my friends. It’s a much more reliable source of information than the content of adverts or commercials, to me they all sound the same, so I don’t trust them at all.
zagorzali fani / zagorzałe fanki [zagorzały fan / zagorzała fanka] (someone who shows loyalty towards their favourite team, band, brand etc. even if they're losing or aren’t in their best phase)
lokowanie produktu (a practice in which manufacturers of goods or providers of a service gain exposure for their products by paying for them to be featured in films and television programmes)
skorzystać z czegoś, wykorzystać coś (np. sytuację) (to use the good things in a situation, to treat someone badly in order to get something good from them)
