UNIT 6

ADVERTISING
Advertising is the business of trying to convince a consumer what to buy. A consumer is
a buyer of products or user of a service. Business and industry provide more product and services
than any one person can ever use. One kind of product may be made by several companies.
Therefore, each company uses its own special name of product. The special name is called the
company’s brand name. No other company can use that name. Coca Cola and Kleenex are brand
name.
Advertising gives useful information about which product to buy. However, modern
advertising does more that gives news about products and services. Today’s advertisement, or
ads, tries to get consumers to buy certain brands. Writers or advertising are so skillful, they can
sometimes persuade consumers to wear a certain kind of clothing, eat a special kind of cereal, or
see movie. Consumers might never ever want a product if they did not see or hear advertisement
for it. For example, you probably do not need the newest cereal in the supermarket. There are
probably many cereal brands on your kitchen shelves. You may not have a space for another.
However, if you see ads about new cereal that is extra-tasty and has free price in the box, you
may want it.
Advertising must get attention. To be effective, it must be exciting, entertaining, or
provide some pleasure. The secret of writing good advertising copy is to offer a good idea as
well as product. The idea is what the ad really selling. One example is an ad that makes a person
does well in sports. That cereal brand sell better if consumer thinks it offers strength and energy.
A communication medium is a means of carrying information to an audience. The plural
form of medium is media. Some examples of media are television, films, newspaper, magazines,
and radio. Advertising uses all media.
Many ads can be found in the print media, such as newspaper, magazines, catalogues,
telephones directories, posters, and billboards. Newspaper and magazines depend on advertising
to pay the cost of printing them. Payments that newspaper and magazines get from advertisers
give publishers enough money to sell their newspaper and magazines for much less than it cost to
print and mail them. Successful magazines make most of their money from advertising they
carry. Some newspaper and magazines have so much advertising that they can be given away,
not sold.
Ads go wherever people can see them. Outdoor advertising is mounted above the
windows and doors of buses and subways. Ads are sometimes painted on sides of buildings. Big
ads made of electric lights flash on and off at night in the downtown parts of cities.
Radio and television ads call commercial, probably reach the most people. A special
television program may be viewed by 100 million or more persons. Advertising on TV is
expensive. For example, a few seconds time ad time on a TV network costs thousands of dollars.
But if 50 million persons see that ad, the advertiser pays only tiny cost for each person who sees
it. Because TV ads, especially at peak viewing times, are so expensive, not all companies can
afford to advertise on TV.

Task 1
State whether the statement is true or false.
No. Statement Tru False
e
1 Convincing consumer is done by advertising
 2 It is possible that some newspapers or magazines are given away for free
3 Brand name can be same over company
4 It is challenging to sell product if purchaser familiar with the product
5 Peak time is the time when there are less ads on TV

Task 2
Arrange the jumbled words that are available in the text on the left box which matches
with the meaning in the right box.
1 edtnomu To climb up
2 beisrcsbu to pay money to get a publication or service regularly
3 drailbolb a large sign for advertisements that is next to a road, on the side of a
building
4 odoturo located outside a building
5 esurelap feeling of happiness, enjoyment
Grammar context
Modal Auxiliary

Modal auxiliary is an auxiliary verb (such as can, must, might, may) that is characteristically
used with a verb of predication and expresses a modal modification and that in English differs
formally from other verbs in lacking -s and -ing forms. Modal verb is a small group
of auxiliary verbs, called the modal verbs (or modal auxiliary verbs, modal auxiliaries, or
simply modals) are only used in combination with ordinary verbs. A modal verb changes the
other verb's meaning to something different from simple fact. Modals may express
permission, ability, prediction, possibility, or necessity.

The principal modal verbs are: can, could, may, might, must, ought, shall, should, will,
and would. The modal verbs are different from ordinary verbs in several ways:
 a. they have no inflections at all; that is, they lack an -ing form, an -ed form, and even
an -s form for the third-person singular;
b. a modal verb is always followed by the infinitive form of a verb (unless that verb has
already been stated) but never follows another verb;
c. modal verbs do not follow to and are not followed by to. (Ought to, like the near-
modal verb have to, is a special case.)

In their simple form, modal verbs normally refer to present or future time:

1. I must be nearly there by now.

2. I might arrive a bit later than I'd anticipated.
3. A trip like this can take hours more than one expects.

Task 3
Fill in the blanks below to complete the sentences. Use a proper modal auxiliary.
1. I ___________ go to the party last night because I was sick.
2. A: ___________ Noel cook Italian food?
B: Yes, he ___________.
3. My sister ___________ swim last year, but now she ___________.
4. They ___________ go shopping yesterday because the store was closed.
5. A: ___________ you read when you were four years old?
B: Yes, I __________.
6. Ellie ___________ ride a bicycle. She rides it to school every day.
7. I’m very tired, so I ___________ go out to the park to play.
8. A: ___________ you see the moon last night?
B: No, I ___________.
9. When ___________ I talk to you about the company report?
10. Most dinosaurs walked on land, but some ___________ fly or even swim.
11. Excuse me, I ___________ hear you right now. The music is too loud.
12. I ___________ drive a truck when I was only sixteen years old.
13. Douglas hit the tree because he ___________ stop his car.
14. How many hot dogs ___________ you eat at one time?
15. I ___________ read without my reading glasses. Where are they?
Promoting Product
The most common type of speech to market a product or service is a sales call or sales
presentation. Although this one has been around since commerce began, it is quickly becoming a
lost art. As a result, those who can do this well, are now, highly sought-after in the business
world. Sales people get a bad rap. Movies typically depict salespeople as dishonest and immoral.
However, if a salesperson is dishonest, he or she may survive for a little while, but bad behavior
will quickly catch up with the person. Good salespeople, though, are trusted, confidants. They
are problem-solvers and educators. So, if you are using presentations to individuals or small
groups as a way to promote your product, the goal is to educate your audience. Help them solve a
problem, and they will buy the solution. Your speech shouldn’t be about you or your product. It
should be about the problem(s) your audience is experiencing and how to solve these problems.
The best way to revive? Recess! But if that’s not an option, here are some suggestions for
revving up when you’re writing or talking about your products:

1. Sit up straight. Better yet, stand. Best: Walk or run around your office!

2. Smile!

3. Look up, not down at your notes or your computer screen.

4. Use a headset so you can talk with your hands. Wave your arms, gesture wildly, point, snap
… whatever you do naturally when you’re enthusiastic and confident.

5. Keep a few toys around. Personal faves: mini slinky, rubber band ball. Low-tech but fun.

6. Enjoy the dialog. When you have fun and love what you do, your enthusiasm is infectious

Task 4
1. Look for a product that you like.
2. Promote that product by using this following considerations
a. Introduction
b. Mention the name of product, production
c. Describe the function/ variant
d. Describe the advantages/disadvantages
e. Share the price/discount
f. Closing/ invite the audience to buy your product.