- Veritas Verlag

Unit 2 The world of advertising
Unit 2
The world of advertising
Seite 20
via
[1va94]
über, durch, mittels
Nowadays, a lot of advertising is done via the
internet.
Arousing the consumers’ desire is just one of many
goals that a really good ad must achieve.
The ad for GM’s new product line conveys the idea
that whoever considers him-/herself an eco-friendly
person needs to drive one of their cars.
Most magazine ads try to employ only little text while
using self-explanatory images.
to arouse
[41ra8z]
(er)wecken, erregen
to convey
[k4n1ve9]
vermitteln, übermitteln
to employ
[9m1pl09]
einsetzen, anwenden
vivid
[1v9v9d]
leuchtend, strahlend, kraftvoll
to hold (interest)
[h48ld]
(Interesse) aufrecht erhalten
to take action
[!te9k 1äkSn]
tätig werden
unique
[ju1ni.k]
einzigartig, einmalig
persuasion
[p41swe97n]
Überzeugung, Überredung(skunst)
wording
branding
[1w3.d9N]
[1bränd9N]
Wortwahl, Formulierung
Positionierung von / Versehen mit
Markennamen, Entwickeln einer
Marke
[1g9vn]
bestimmt, gegeben
Advertising strategies must be adapted to a given
product.
To start with, …
[t4 1st2.t w9D]
Zunächst einmal …, Erst einmal …
decisive
[d91sa9s9v]
entscheidend
to revise
[r91va9z]
überarbeiten, ändern
To start with, we should have a little brainstorming.
What do we want the consumers to connect with our
product?
Advertising plays a decisive role in the purchasing
act.
We should revise our TV ad. I don’t think customers
really get the message.
lengthy
to approve sth
[1leNTi]
[41pru.v]
in the run-up to …
costly
[9n D4 1rcn cp t4]
[1kqstli]
sehr lang
etw genehmigen, billigen,
anerkennen
im Vorfeld der/des/von …
kostspielig, teuer
billboard
[1b9lb0.d]
Reklametafel, Werbeplakat
hoarding
[1h0.d9N]
Plakatwand
catalogue
[1kät4lqg]
Katalog
circular
[1s3.kj4l4]
coupon
direct mailing
[1ku.pqn]
[d4!rekt 1me9l9N]
Rundschreiben, Werbeprospekt,
Wurfsendung
Kupon, Gutschein
Postwurfsendung
exhibition
[!eks91b9Sn]
Ausstellung
© 2012 Cornelsen Schulverlage GmbH, Berlin und Veritas Verlag, Linz.
Seite 21
Getting the consumers’ attention is much easier than
holding their interest.
Vouchers or other special offers shall tempt
consumers into taking action.
Ads need to show what makes a product unique.
Why does it stick out?
Advertising is all about persuasion. Companies try to
persuade consumers to buy their products.
Successful branding will significantly help to boost
product sales.
Seite 22
given
Seite 22 Transkript
The medicine ad has not been approved because it
did not comply with the regulatory requirements.
Advertising on Facebook is getting too costly for the
company. We need to look into alternatives.
Seite 23
Seite 1 von 4
Billboard ads must not incorporate too much text
because people read them whilst driving.
Hoardings must be placed strategically, for example
along busy roads, to ensure maximum exposure.
We have decided to no longer print our product
catalogue, but rather send out an electronic version
of it.
The circular will be sent to all households in Lower
Austria.
Direct mailing refers to advertisements posted to
people at home. Often the recipients are carefully
selected from mailing lists.
For a closer look at our latest products, visit our
exhibition.
© 2012 Cornelsen Schulverlage GmbH, Berlin und Veritas Verlag, Linz.
Unit 2 The world of advertising
free sample
[fri. 1s2.mpl]
Muster, Probeexemplar
leaflet
[1li.fl4t]
Broschüre, Prospekt
pay-per-click
[!pe9 p4 1kl9k]
Klickvergütung
carrier
[1käri4]
(Werbe-)Träger
TV spot
[!ti. 1vi. spqt]
Fernseh(werbe)spot
word-of-mouth
[!w3.d 4v 1ma8T]
Mundpropaganda
to be shot
[bi 1Sqt]
kaputt sein, im Eimer sein
to leak
building supply store
just the ticket
[li.k]
[1b9ld9N s4pla9 st0.]
[!d7cst D4 1t9k9t]
undicht sein
Baumarkt
genau das Richtige
stack
[stäk]
Stapel, Haufen
junk
[d7cNk]
Mist, Müll, Gerümpel
angel
flyer
[1e9nd7l]
[1fla94]
Engel
Flugblatt, Handzettel
carpenter
[1k2.p4nt4]
SchreinerIn, TischlerIn
to relocate
[!ri.l481ke9t]
umziehen, umsiedeln
double-edged sword
on the one hand … on
the other hand
[dcbl !ed7d 1s0.d]
[qn D4 1wcn händ, qn Di
1cD4 händ]
zweischneidiges Schwert
einerseits …. andererseits
to surround
sales letter
[s41ra8nd]
[1se9lz let4]
umgeben
Werbebrief, Werbeschreiben
unadulterated
fetters
downloadable
convenience
[!cn41dclt4re9t9d]
[1fet4z]
[da8n1l48d4bl]
[k4n1vi.ni4ns]
unverfälscht, rein
Fußfesseln
herunterladbar
Bequemlichkeit, Annehmlichkeit
unexpected
[!cn9k1spekt9d]
unerwartet
animated
to sprinkle
[1än9me9t9d]
[1spr9Nkl]
Animations-, animiert
(ver)streuen, verteilen
publisher
(text-)based
[1pcbl9S4]
[be9st]
VerlegerIn, Verlag
(Text-)basiert
to word sth
to capture
[w3.d]
[1käptS4]
etw formulieren
erobern, einnehmen
to be comprised of
[bi k4m1pra9zd 4v]
bestehen aus, umfassen
revolutionary
to syndicate
["!rev41lu.S4n4ri]
[1s9nd9ke9t]
revolutionär
veröffentlichen, verbreiten
Seite 2 von 4
Would you like a free sample of our new cosmetics
series?
We should get these leaflets sent out as soon as
possible to introduce our customers to our new
product line.
In the case of pay-per-click advertising, the
advertisers pay the website owner every time the ad is
clicked.
We should distribute some advertising carriers. I was
thinking of pens, caps and bags.
The most expensive TV spots are those broadcast in
a Superbowl break.
Because there used to be no company website, their
products became largely known by word-of-mouth.
The roof is shot. We should really have it taken care
of as soon as possible.
Irritated skin? Then our new facial care series is just
the ticket for you!
I hate receiving a stack of advertising every single
day. It all goes straight to the bin!
I can’t really be bothered with all the junk they are
advertising. It’s rubbish. No one wants to buy that!
Distributing flyers in the street is quite a lucrative job
for students.
I’ve found a leaflet of the local carpenter in today’s
mail. His services really are quite cheap!
The company’s headquarters relocated from
Manchester to London.
On the one hand, advertising can be informative and
entertaining even; on the other hand, it is deceptive
and full of empty promises.
We are surrounded by advertising. It is everywhere.
A sales letter is a specific form of direct mailing
addressed to potential customers.
Television and the internet are just two of the many
modern conveniences we wouldn’t be able to live
without.
I find pop-ups that appear unexpectedly very
disturbing when I’m trying to work on the internet.
Ads are sprinkled throughout the internet. You will
find some kind of advertising on almost every
website.
His mother is the publisher of the local newspaper.
Print ads are still text-based although they work with
a smaller amount of text than they used to.
Ads have to be creative enough to capture the
viewers’ interest.
Our new marketing campaign is comprised of a TV
and a radio spot as well as print ads.
Unit 2 The world of advertising
Seite 24
completion
[k4m1pli.Sn]
to provide sth
[pr41va9d]
Vervollständigung, Beendigung,
Fertigstellung
etw bieten, zur Verfügung stellen
to reduce sth to sth
[r91dju.s]
etw auf etw beschränken, reduzieren
viral marketing
target audience
[1va9r4l m2.k9t9N]
["1t2.g9t 0.di4ns]
virales Marketing
Zielgruppe
similar (to)
subscriber
[1s9m4l4]
[s4b1skra9b4]
ähnlich, vergleichbar
AbonnentIn, NutzerIn
product placement
[1prqdckt ple9sm4nt]
instantly
[19nst4ntli]
Product-Placement
(Produktplatzierung)
sofort
recognizable
to pass a decision
[1rek4gna9z4bl]
[!p2.s 4 d91s97n]
(wieder)erkennbar
eine Entscheidung fällen
thanks to
[TäNks t4]
dank, wegen
to bleach
to complement
[bli.tS]
[1kqmpl9ment]
bleichen
ergänzen
texture
[1tekstS4]
degree
[d91gri.]
(Material-)Beschaffenheit, Struktur,
Textur
Grad
softness
scent
[1sqftn4s]
[sent]
Weichheit
Duft
(un)scented
[1sent9d, cn1sent9d]
(nicht) parfümiert, duftend
no-nonsense
[!n48 1nqnsns]
nüchtern, sachlich, schlicht
aisle
[a9l]
Gang
instinctive
consistent
[9n1st9Nkt9v]
[k4n1s9st4nt]
instinktiv
beständig, gleichbleibend,
konsequent
swan
… and the like
[swqn]
[4n D4 1la9k]
Schwan
… und dergleichen
exorbitant
recognition
[9g1z0.b9t4nt]
[!rek4g1n9Sn]
to boost
[bu.st]
exorbitant, maßlos, überhöht
Erkennung, (Wieder-)Erkennen;
Anerkennung
steigern, erhöhen
The leaflet does not provide enough information on
the product. It does not give prices or delivery
periods.
© 2012 Cornelsen Schulverlage GmbH, Berlin und Veritas Verlag, Linz.
Seite 25
When designing an ad, you’ve always got to have the
target audience in your mind. What are they
interested in?
A circular is very similar to a leaflet.
All subscribers of the online newsletter were given a
voucher for their next mail order.
What is most important for a successful company, is
to have an instantly recognizable brand.
He’s got such a unique voice. It’s easily recognizable.
Every time you go shopping, you pass several
decisions as to which products to buy.
Thanks to their regular newsletter, I’m always well
informed about special offers and sales.
I should get some jewellery to complement my outfit
for the gala tonight.
I love the texture of your jacket. It feels really soft.
Different means of advertising have different degrees
of success in persuading potential customers.
Scent marketing uses specific smells to influence
what customers buy.
Scented ads may indeed be useful for products such
as perfume or other cosmetics.
I like my interior design no-nonsense. The beauty lies
in its simplicity.
Chocolate and sweets are in aisle four right after the
breakfast cereals.
We should opt for a consistent packaging design. It
makes it easier for customers to recognize our
products.
Ads often feature celebrities: movie stars, singers,
athletes and the like.
Brand recognition can be tested by asking people to
associate logos or slogans with a specific product.
Seite 26
branded
to re-position
[1bränd9d]
[!rip41z9Sn]
Markenverlagern, neu
platzieren/positionieren
to manipulate
banner
wrapping
notable, notably
[m41n9pjule9t]
[1bän4]
[1räp9N]
[1n48t4bl, 1n48t4bli]
tangible
[1tänd74bl]
manipulieren
Werbebanner (Internet-Werbung)
(Waren-)Verpackung, Packmaterial
bedeutend, bemerkenswert,
besonders
spürbar, greifbar, merklich
Branded goods carry the company name.
Seite 26 Transkript
Seite 3 von 4
Every year the most notable ads are awarded the
Cannes Lions award.
Unit 2 The world of advertising
competitive
[k4m1pet4t9v]
Konkurrenz-
to grab sb’s attention
self-fulfilment
to associate sth with
sth
affordable
[!gräb 41tenSn]
[!self f8l1f9lm4nt]
[41s48Sie9t w9D]
worthless
[1w3.Tl4s]
jds Aufmerksamkeit erregen
Selbsterfüllung, Selbstverwirklichung
etw mit etw in Verbindung bringen Freedom, wanderlust, individuality – this is what we
want people to associate our products with.
erschwinglich
If you’re looking for a nice winter jacket, I’d
recommend Top Shop. Their fashion is affordable,
yet high quality.
wertlos
[41f0.d4bl]
Advertising has become much more competitive and
aggressive, including direct comparisons of different
brands.
© 2012 Cornelsen Schulverlage GmbH, Berlin und Veritas Verlag, Linz.
Seite 27
…-savvy
[1sävi]
versiert, in …, kompetent im
Umgang mit …
as young as …
[4z 1jcN 4z]
nicht älter als …
onslaught
[1qnsl0.t]
Attacke, Ansturm
to hurl sth at sb
[h3.l]
commercialisation
[k4!m3.S4la91ze9Sn]
increasingly
[9n1kri.s9Nli]
jdm etw entgegenschleudern, jdn
einer Sache aussetzen
Kommerzialisierung (geschäftliche
Verwertung)
in zunehmendem Maße
consumption
[k4n1scmpSn]
Konsum, Verbrauch
to carry (adverts)
token
[1käri]
[1t48k4n]
(Werbung) enthalten
Gutschein
in exchange for
leisure centre
[9n 9ks1tSe9nd7 f4]
[1le73 sent4]
(im Austausch) für
Freizeitzentrum
to vote (on)
[v48t]
abstimmen (über)
vision
royalty
[1v97n]
[1r094lti]
to digress
lecture
operating instructions (pl)
comprehensible
convention
[da91gres]
[1lektS4]
[1qp4re9t9N 9nstrckSnz]
[!kqmpr91hens4bl]
[k4n1venS]
Vision
Zugehörigkeit zur königlichen
Familie; Mitglied der königlichen
Familie
abschweifen, abweichen
Vorlesung, Vortrag
Betriebsanleitung
verständlich
Konvention, Regel
to draft
[dr2.ft]
entwerfen, abfassen
brand-stretching
[1bränd stretS9N]
to commercialise
[k41m3.S4la9z]
eine erfolgreiche Marke auf andere
Produkte ausdehnen
kommerzialisieren (vermarkten,
kommerziellen Interessen
unterordnen)
Educators have claimed that today’s children need to
become more media-savvy. They must learn how to
critically handle the media.
Students as young as six or seven should be
introduced to modern media and its contents.
Children have to deal with an onslaught of adverts
and, thus, need tools to critically assess their value.
It’s getting increasingly difficult for advertisers to
stick out of the crowd.
Experts advise parents to set up clear rules regarding
their children’s media consumption.
Starbucks are currently giving out tokens for free
coffee.
You’ll get a free coffee in exchange for ten tokens.
Seite 28
I’d like to ask each of you to think of a slogan for the
TV spot. We’ll vote on the slogans in next week’s
meeting.
Seite 29
Seite 4 von 4
We draft the print ad first before we work it out in
more detail.
I think brand-stretching would be the best strategy to
market our newest product line.
With the explosive growth of the youth marketing
industry, childhood is being more and more
commercialised.