Reading. Complete the summary of the advertising techniques by matching the descriptions to the correct heading

Complete the summary of the advertising techniques by matching the descriptions to the correct heading. Be careful! One heading doesn't have a description.

Advertisers use several recognisable techniques in order to convince the public to buy a product. These may include:

■repetition___________________ ■ bandwagon_____________

■testimonials_________________ ■ pressure_______________

■association___________________ ■ advertising slogans_______

1) By implying that the product is widely used, advertisers hope to convince potential buyers to 'get on the bandwagon.'

2) Advertisers often attempt to associate their product with desirable things, in order to make it seem equally desirable. The use of attractive models, picturesque landscapes, and other similar imagery is common. 'Buzzwords' with desired associations are also used.

3) Some advertisers concentrate on making sure their product is widely recognised.

To that end, they simply attempt to make the name remembered through repetition.

4) By attempting to make people choose quickly, and without long consideration, some advertisers hope to make rapid sales. 'Buy now, before they're all gone!'

Advertisers often attempt to promote the superior quality of their product through the testimony of ordinary users, experts, or both. 'Three out of four dentists recommend....'

5) This approach often involves an appeal to authority.

Дворецкая О.Б. Business English. – Обнинск: Титул, 2009

2. Work in groups of three or four. Think of examples of advertisements which correspond to each technique. Which technique works best in your opinion?