Page 123 - Vargo Mari. - Speak Now 4 Student's Book

LESSON 31 You do? \X/hy? They don't usually say
Listening, Part A and B anything important about the product, and
1. A: You know, I think television ads have more I don't think they persuade consumers to
influence on consumers than radio ads do. buy the product. I think slogans have more
\7hy do you think that? influence on consumers.
\fell, I've heard that if you experience \7ell, I read an article about the
something with more than one sense, you effectiveness of advertising recently. It said
remember it better. You can watch and that when people listen to the words from
listen to TV ads, but you can only listen to an advertisement, 620/o of them remember
radio ads. the advertisement that the words came
B: Yeah, that's an interesting point, but I dont from. But B3o/o of people remember the
know. advertisement when they hear ten seconds
Like you know how when you read a of the jingle from the ad. For example,
news story and see it on the TV news, you everyone remembers that advertising jingle
remember it better than if you just read it? for ice cream that was popular when we
Yeah, that's a good point. Or if you read an were kids.
article and then your professor talks about Yeah, I still remember it.
it, you remember the details of it better. Me, too. I also read somewhere that jingles
Exactly. and music in advertisements can set a
mood for a product. For example, if the
2. I dont think there should be ads on jingle sounds happy, it can make consumers
ocial neworking sites. They're not associate the product with happiness.
very effective. Thatt fascinating.
Well, a lot of those ads are chosen
specifically for particular people, so
LESSON 32
they're probably really effective.
Conversation, Part C
A: \W4rat do you mean?
News announcer: \(/e're here in front of city hall
B: I read somewhere that marketers get
today where citizens are waiting
information about people from social
to join a town meeting about
nerworking sites and make sure that
next year's budget. Everyone
people get ads for things that they'll be
here has an opinion about what
interested in. Itt called target marketing.
the city should be spending
Yeah, but sometimes I get ads for makeup
money on. Some want more
and women's shoes, and I'm a single male.
money for schools. Others
B: That's weird. I get ads that are targeted for
want better roads. Letb talk to
me. For example, I like video games and
some of them.
soccer, and I always get ads for products
News announcer: Good evening. City officials are
related to sports and video games. talking about spending more
A: \Well, my sister told me that she gets
money on repairing the roads
ads for video games all the time, and
next year. What's your opinion
she hates video games. I'm not sure
on that?
target marketing always works like it's
Citizen 1: The way I see it, the city should
supposed to.
spend money on improving
public ffansportation before
3. A: This ad drives me crazy.
fixing the potholes. I tend
B: whv?
ro rhink that people should
A: Because of the jingle. I don't think
drive less, and they can't do
commercials should use jingles. They're
that without good public
kind of annoying.
transportation. We need better
B: I think they're really effective.
trains and buses.
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