[00:01.13]Unit 3 The Media
[00:04.41]Expansion 3
[00:09.41]Exercise 2 what makes a good slogan?
[00:15.41]Many people believe that a good slogan
[00:17.74]is the best way to advertise a product.
[00:21.04]The slogans for some products are very famous
[00:24.30]and companies have used them for many years.
[00:27.88]But what makes a good slogan?
[00:31.00]It is usually quite short.
[00:33.85]Some of the most famous slogans are
[00:36.10]very short phrases of just two or three words.
[00:40.12]"Just do it!"is a good example.
[00:43.56]Sometimes the slogan can even be just one word.
[00:46.90]like coca-cola's "Enjoy.
[00:50.51]It is easy to remember.
[00:52.84]A good example is Mars chocolate bars.
[00:56.21]For many years.their solgan was,
[00:58.82]"A Mars a day helps you work,rest,and play."
[01:02.79]The words "day"and "play" sound similar and
[01:06.40]this makes the slogan easy to remember.
[01:10.07]It is often original.
[01:12.47]Some slogans play with words.
[01:15.09]For example,a company called Heinz
[01:18.23]has used the slogan "Beanz Meanz Heinz"
[01:22.64]for over thirty-five years
[01:24.80]to advertise their cans of beans.
[01:28.07]Other slogans use invented words.
[01:31.26]For example.
[01:32.33]there is a chocolate bar called Aero.
[01:35.37]When you break the bar you can see very small
[01:38.03]bubbles of chocolate inside.
[01:40.55]For many years,the simple slogan for Aero was
[01:44.53]"Unforgettabubble"Instead of the word
[01:47.63]"unforgettable."
[01:53.90]Exercise 5
[01:57.01]THE PSYCHOLOGY OF ADVERTISING
[02:00.31]In the past,
[02:01.53]ads were very simple and very direct.
[02:04.58]The basic message was,
[02:06.25]"Buy this product because it's the best!"
[02:09.52]Today,people aren't fooled by this method
[02:12.54]and as a result,
[02:13.66]advertising has become more attractive.
[02:16.75]Nowadays.advertisers study human psychology
[02:20.50]so that they can understand the way people
[02:22.38]think,feel,and act,
[02:24.64]Their purpose is to understand
[02:26.20]why we decide to buy something.
[02:28.84]Just as in the past.
[02:30.21]advertisers try to persuade us
[02:32.23]to buy their products.
[02:33.78]But instead of saying it directly.
[02:35.91]they use indirect messages.
[02:38.56]Many ads connect--in an indirect way
[02:40.84]--one action and another.
[02:43.86]For example ,
[02:44.70]we see a woman buying a certain type of soup
[02:47.47]and then we see her happy family
[02:49.30]enjoying the soup.
[02:50.96]The indirect message of the ad is,
[02:53.48]"If you buy this soup，
[02:55.18]you will make your family happy
[02:56.96]and they will love you."
[02:58.72]Ads try to sell us the promise of success.
[03:01.48]We see a car going up a road to a big,
[03:04.13]expensive house.
[03:05.50]We imagine that the person in the car
[03:07.49]is very successful.
[03:09.55]The indirect message is,
[03:11.43]"If you buy this car,
[03:13.20]you will be successful in life."
[03:15.28]Some ads use fear to sell products.
[03:18.01]The indirect message is,
[03:19.92]"You should buy this product.
[03:21.81]If you don't buy it ,
[03:23.40]bad things will happen to you
[03:25.58]or people will not like you,etc."
[03:30.39]Roundup 3
[03:32.44]Exercise 5
[03:35.29]In 2001,procter &Gamble,
[03:38.52]Unilever and General Motors were the top
[03:41.19]spenders in advertising.
[03:43.46]Each company spent
[03:44.78]more than three billion dollars
[03:46.97]advertising their products ,
[03:49.47]At the top of the list was Procter&Gamble.
[03:52.63]They spent 3.82 billion dollars.
[03:57.20]Friends has been a very successful TV show.
[04:00.57]In 2002,more people watched Friends
[04:03.85]than any other show.
[04:06.12]And so ,naturally,
[04:07.52]if you wanted your advertisement to appear
[04:09.97]during the show.
[04:11.05]it cost a lot of money,
[04:13.37]In fact,a typical 30-second commercial
[04:16.35]during an episode of Friends cost $455,700.
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