Advertising as persuasion (2) Advertisements want to persuade us to buy particular products. How do they do it? Let’s imagine You’re watching TV. it’s a hot evening. You feel thirsty. You see an advert for a refreshing drink. You see people looking cool and relaxed. You notice the name of the refreshing drink because you think it could be useful for you to satisfy your thirst. Advertisers study how people learn so that they can ‘teach’ them to respond to their advertising. They want us to be interested, to try something, and then to do it again. These are the elements of learning: interest, experience and repetition. If an advert can achieve this, it is successful. If an advert works well, the same technique can be used to advertise different things. So, for example, in winter if the weather is cold and you see a family having a warming cup of tea and feeling cosy, you may be interested and note the name of the tea ... here the same technique is being used as with the cool, refreshing drink. If advertisements are to be learned, there is a need for lots of repetition. But advertisers have to be careful because too much repetition can result in consumer tiredness and the message may fall on ‘deaf ears’. Consumers
learn to generalize from what they have learned. So advertisers sometimes copy a highly successful idea that has been well learned by consumers. For example, the highly successful ‘Weston Tea Country’ advertising for different tea has led to ‘DAEWOO Country’ for automobile dealers and ‘Cadbury Country’ for chocolate bars. Activity 1. Match the text on the left with the text on the right. Соединить половинки предложений + перевод. Предложения писать полностью.
1. You notice the name of the refreshing drink
a. something, and then to do it again.
2. Advertisers study how people learn so that
b. that has been well learned by consumers
3. They want us to be interested, to try
c. they can ‘teach’ them to respond to their advertising.
4. If an advert can achieve this, tiredness
d. too much repetition can result in consumer
5. But advertisers have to be careful because
e. because you think it could be useful for you to satisfy your thirst.
6. Advertisers sometimes copy a highly successful idea
f. it is successful.

Activity 2. Fill in the blanks with the following words: products, relaxed, thirst, elements, achieve, cosy, need, tiredness, highly. Вставить пропущенные слова по смыслу. Предложения писать полностью + перевод.
1. These are the of learning: interest, experience and repetition.
2. You see people looking cool and .
3. So advertisers sometimes copy a successful idea that has been well learned by consumers.
4. If the weather is cold and you see a family having a warming cup of tea and feeling , you may be interested and note the name of the tea
5. Advertisements want to persuade us to buy particular
6. You notice the name of the refreshing drink because you think it could be useful for you to satisfy your .
7. If an advert can this, it is successful.
8. If advertisements are to be learned, there is a for lots of repetition.
9. But advertisers have to be careful because too much repetition can result in consumer