Answer the following questions about the text. 1. What rules do advertisers have to take into account when making advertisements?
1. What rules do advertisers have to take into account when making advertisements? 2. What is an account? 3. What is the aim of market research? 4. What are the possible styles of a commercial? 5. What is a storyboard? 6. What factors are vitally important for making a good eye-catching advertisement and why? Ground your choice. 7. Why do some people like advertisements while others hate them? 8. Why are commercials considered to be a vital part of media culture? Using a dictionary, discuss the following questions in small groups. a. What is the difference between persuasion, indoctrination and manipulation? b. How does subliminal advertising work? c. Where would you see a hoarding or a billboard? d. What is a copywriter? e. Is there a difference between marketing and selling? f. What exactly is an advertising campaign? g. What are wholesalers, retailers and consumers? h. What is the difference between a headline, a slogan and a catchphrase? i. What is the difference between hard sell and soft sell? Text B ASA The Advertising Standards Authority was set up in 1962 and acts independently of both the advertising business and the government to make sure that the millions of advertisements that appear in the UK each year are: w legal w decent w honest and truthful The authority safeguards the public by applying the rules contained in the British Codes of Advertising and Sales Promotion to all advertisers. The Codes stipulate what is and is not acceptable in newspapers, magazines, poster and direct marketing sales promotion, cinema, video and electronic media. Advertisers who break the Codes’ rules risk receiving damaging adverse publicity and they will be refused space to advertise. In addition to the Codes’ general rules, advertisements are subject to the following requirements: · They should contain nothing that is likely to cause offence on the grounds of race, religion, sex or disability. · They should contain nothing that condones or is likely to provoke violence or anti-social behaviour. The ASA handles around 10,000 complaints each year.
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