2a Read and check your answer to question 4 in 1b. Advertising as persuasion
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 success-
ful 'Weston Tea Country' advertising for different tea has led to 'DAEWOO Country' for automobile
dealers and 'Cadbury Country' for chocolate bars.

2b Read the text again and answer the questions.
Why do we need to see advertisements several times?
2 Why do advertisers use 'generalization'?​

Відповідь:

Chocolate Donuts

We need to buy:

Flour

Cocoa Powder

Baking Soda

Salt

Butter

Milk

Sugar

Eggs

Vanilla

Whipped Cream

To make the donuts

Preheat oven to 350 degrees Fahrenheit. Spray a donut pan well with non-stick cooking spray and set aside.

In a large bowl, whisk together the flour, cocoa powder, baking soda, and salt.

In a separate bowl, mix together the buttermilk, sugar, egg, butter, and vanilla until well combined.

Add the wet ingredients to the dry ingredients and mix until just combined.

Spoon the batter into the donut cavities making sure to only fill them about ⅔ - ¾ of the way full.

Bake for 8-10 minutes or until a toothpick inserted into the donut comes out clean.

Remove from the oven and allow to cool for about 5 minutes in the pan. Remove donuts from the pan and transfer to a wire rack to cool.

To make the glaze

In a separate bowl, mix together the powdered sugar, cocoa powder, vanilla, and milk. If the glaze is too thick, slowly add one tablespoon of milk at a time until it has reached your desired consistency.

Dip the tops of the donuts into the glaze and transfer back to the wire rack to cool and allow the glaze to harden. Top with sprinkles if desired.Put berriesMy favourite food is sandwiches. They consist of two slices of wheat bread with butter, and you can put some slices of cheese or sausages between them. Sometimes I add some vegetables. This may be a cucumber or lettuce. My sister also likes sandwiches, but she doesn’t like butter, so she makes her sandwiches without butter.

Пояснення:

a FLIGHT ATTENDANT

'Obviously, my work involves TRAVELLING a lot. It can be quite physically DEMANDING, but I enjoy DEALING with customers, except when

they become violent. This doesn't happen often, but it can be very dangerous for us and the other passengers.'

b TEACHER

'I love my job. It's very STIMULATING and not at all REPEATING: no

two days are the same. The children are fine: you see them learn and develop. The parents can be more of a problem.'

c ACCOUNTANT

'I was good at maths at school and I like WORKING with figures. But my job

is much less BORING and routine than people think. The work INVOLVES a lot of human contact and teamwork, working with other managers.'

d SOFTWARE DEVELOPER

'You've got to think in a very logical way. There's a lot of teamwork between the developers.

The work can be mentally TIRING, but it's very satisfying to write a program that works.'

e POSTWOMAN

'Of course, it involves getting up quite early in the morning. But I like BEING out

in the open air. And you get a lot of exercise. I walk two or three miles every day.'

Объяснение: