Exercise 3 a) Read three opinions about advertising

(1) First of all, an advert has to be attention-grabbing and powerful. You need a strong image that is eye-catching, a catchy slogan, a joke or something shocking. In advertising we talk about the AIDA formula. A is for attention. I is for interest. D is for desire. A is for action. An ad needs to do more than get our attention. It also has to be effective and persuasive. It must get us interested, make us want the product and motivate us to go out and buy it.

Michael Hamilton, advertising executive

(2) Advertising has changed over the years. Adverts are no longer purely informative and focused on the product. Many of the adverts that we see today are short stories telling inspirational tales that are often witty, humorous and sophisticated. People do not want to remember that life can be dull. They want to see something original and creative. The adverts take away the ordinariness of everyday life and take us to somewhere exotic or romantic.

Miranda Hoyles, head of US advertising agency

(3) Many people talk about advertisements that are exciting and intriguing. But for me, an instantly recognizable logo is really important. Good logos have been built up so they are recognizable. Part of what makes a good advert is a clear symbol that people immediately identify with the company. A good slogan also helps you make a connection. ‘The real thing’ makes you think of Coca-Cola immediately. It’s also important that your slogan does not become irritating.

Christie Peterson, illustrator

b) Are these statements true or false?

1. Michael Hamilton says that adverts must attract attention and be persuasive. 2. He also states that an advert should encourage us to buy the product it is advertising. 3. Miranda Hoyles states that adverts nowadays are different from years ago. 4. Hoyles also says people like adverts that reflect everyday life. 5. Christie Peterson focuses on slogans and logos. 6. She says that excitement is more important than the image of the company.