The effects of communication on advertisement

The effects of communication on advertisement

Communication means not only speech or pictures, but any way one person can pass information, ideas or feelings to another. Thus communication uses all of the senses: smell, touch, taste, sound and sight. Of the five, only two are really useful in advertising — sound and sight. The five forms of human communication can be used to send any message to potential customers. However, not all five are equal. Smell, touch and taste are of little
use, but sound and sight are of great value and effectiveness.

A…………. is probably the least useful communication channel available to advertising. Like touch, taste requires the potential customer to come in actual physical contact with the product. However, taste is even more limited than touch. There are few products other than food for which taste is a major selling point, and there is virtually no medium in which an advertisement can be placed that people are likely to lick; I’m sure few people
are going to lick a magazine page or the TV screen, nor get much sense of what the product tastes like from them. It is possible to use direct mail, sending samples to homes, but that is an expensive way to advertise. The remaining two senses, sound and sight, are the most effective and easily used channels of communication available to advertising. For these reasons virtually all advertising relies on them.

B…………. is extremely useful for advertising. It can be used in a variety of media, from radio and television to the new technology of binding micro-sound chips in magazines to present 20-second sales messages. It is also capable of presenting words and “theatre of the mind.” Words, the method by which humans communicate their ideas and feelings, are presented by sound, by speaking aloud. Through the use of words it is possible to deliver logical arguments, discuss pros and cons, and evoke emotions. Thus sound, in the forms of
words and effects, are quite useful to the advertiser in affecting a listener.

C………… is arguably the most useful of the communication channels available to the advertiser. Through sight it is possible to use both words and images effectively. Words do not have to be spoken to be understood. They can be printed, as well. Although it is difficult to put in written words the emotional impact possible in spoken words, with their inflections and subtle sound cues, nevertheless written words are unsurpassed for getting across and explaining complex ideas or arguments. There is an additional factor in sight
that makes it excellent for advertising. The old saying, “A picture is worth a thousand words,” is correct. Think how long it takes to describe something as opposed to showing a picture of it. No matter how many words you use, some details will be left out that are visible at a glance. Thus sight can quickly and concisely show a customer what the advertiser wants them to see, be it a product or how buying the product can benefit them.

A. Comprehension.
1. Match the sub-titles with the paragraphs
Sight – Paragraph:……………………………
Taste  – Paragraph:…………………………….
Sound – Paragraph:…………………………….

2. Find words which mean almost the same as:
Means or tool:…………………………
Successfully: …………………
Briefly: …………………………………
Effects:………………………
Express: …………………………………

3. Answer true or false and justify
1. Communication means only speech and pictures
………………………………………………………..
2. All the five forms of communication are equal in terms of effectiveness
………………………………………………………..
3. Sound can be used successfully in different types of media
………………………………………………………..

4. Re-read the text and answer these question
1. Why is it difficult to use taste in advertisement?
………………………………………………………..
2. What are the advantages of using sight in advertisement?
………………………………………………………..
3. What does the writer mean by “ picture worth a thousand words”
………………………………………………………..

B. Language
1. Rewrite these sentences beginning with the words given.
a. Sylvester Stallone is not only physically strong but also a great artistic talent.
Not only………………………………………………………..
b. We should do something about pollution.
Something………………………………………………………..
c. I have to cycle to school 5km every day.
I wish………………………………………………………..
d. The exam is very difficult because I was often absent from school:
If only………………………………………………………..

2. Give the correct form of the words between brackets.
a. The (negotiate) …………… ……..between Palestine and Israel have not progressed.
b. Tom always feels (sleep) …………… ……..after a big lunch.
c. Casablanca is one of the biggest (industry) …………………….. cities in Morocco.

3. Fill in the blanks in the right phrasal verbs from the list.
(Figure out – hand out – pick up – put off – hand in)
a. The teacher will……….The test to the students. Then when the students finish, they must………..their answer sheets
b. Mohamed is intelligent. I’m sure he will………….English fast in the USA.
c. This is really a tough problem, I can’t………..it……………

4. Join the following sentences using the appropriate linking words between brackets. 
a. I was ill; I went to school (in spite of)
…………………….……………………………………………………………………
b. He is wearing a hat; he does not want people to know that he is bald or hairless ( so that )
………………………………………………………………………………………………….
c. I am going to study hard; I want to succeed and get my Baccalaureate (so as)
……….………………………………………………………………………………………………….
d. I will not talk to her again; she apologizes. (Unless)
…………………………………………………………………………………………………………………….
e. I am going to play football; I am sick and tired (even if)
…………………………………………………………………………………………………………………..
f. She is going to take some sandwiches; she is hungry. (Because)
……………………………………………………………………………………………………………………………..
g. He speaks English fluently, he writes it perfectly as well: (not only ……but also)
……………………………………………………………………………………………………………………………

5. Fill in the blanks with: Which / whose / what / where / who / where / when / why
a. She would like you to meet the young man…………..saved many lives in Casablanca terrorist attacks.
b. He wants you to talk to the child ……………life he saved after the earthquake.
c. I can’t hear …………….the teacher is saying. there is too much noise in class
d. Have you seen the picture ……………..my brother drew. School is …….we agreed to meet but we forgot to decide on.
the time… ……the meeting was going to take place.
e. He talks about himself all the time, this is the reason………nobody likes him

C. Writing
Chose only ONE of the following topic sentences; then write enough supporting sentences and an appropriate
concluding sentence:
– My school is my second home………………………..
– Pollution has many causes as well as consequences……………..
– Learning a foreign language is very important………………..

LEAVE A REPLY

Please enter your comment!
Please enter your name here