The Language of Advertising and Marketing

The new ______ for our product works well. Everyone is saying it

• brand

• emotion

• slogan

We’re looking for a celebrity to provide ____ for our new product

• unique

• endorsement

• emotion

A ____ has to be a short and easy to remember sentence or it doesn’t work

• slogan

• brand

• image

• claim

This is an excellent ____ . People have been using their products for over 15 years.

• slogan

• brand

• image

• claim

How do advertisers use language to influence people's emotions about a product?

• a) By using negative language to make people feel guilty
  

• 
  b) By using technical jargon to make the product seem complex
  

• 
  c) By using positive, appealing language to create a desirable image
  

• 
  d) By using confusing language to make the product seem unique

Which technique do advertisers use to make their products seem totally unique?

• Playing with language for slogans
  

• Using celebrity endorsements
  

• Making unoriginal claims
  

• Creating short, memorable slogans

What is the purpose of using a celebrity to advertise a product?

• To make the product seem more affordable
  

• 
  To make the product seem more technologically advanced
  

• 
  To make the product seem more desirable and aspirational
  

• 
  To make the product seem more environmentally-friendly

Which of these is NOT one of the "tricks" advertisers use, according to the passage?

• .a) Using imperative sentences
  

• 
  b) Creating catchy slogans
  

• 
  c) Offering free samples
  

• 
  d) Highlighting existing facts about the product

Why do advertisers choose to use short, simple slogans?

• 
  a) To save money on advertising space
  

• 
  b) To make the message more memorable
  

• 
  c) To appear more scientific and technical
  

• d) To distract from the product's weaknesses

The new....................... for our product works well. Everyone is saying it

• brand

• slogan

• emotions