Advertising

How good is your memory?
Match each of the slogans below to the brand that used it in their advert:
1. Driving quality
2. Impossible is nothing
3. The future’s bright, the future’s …….
4. Because I’m worth it.
5. Shift the way you move.
6. Just do it
7. I’m lovin’ it
8. New thinking, new possibilities
9. We've run out of capsules up there
10. Leave an impression

L’Oréal
Nike
Macdonalds
Nespresso
Hyundai
Orange
Ballantine's
Adidas
Mitsubishi
Nissan

Key
1 Mitsubishi 2 Adidas 3 Orange 4 L’Oreal 5 Nissan 6 Nike 7 Macdonalds 8 Hyundai 9 Nespresso 10 Ballantine's

‘You can’t teach an old dog new tricks’
Do you agree or not?
Can we make people or animals change the way they do things?

You supposedly can't teach an old dog new tricks, but the marketing industry has come up with a novel way to sell pet food – by designing an advert that only canine consumers can understand.
The advert, which at first looks like a standard commercial for pet food, uses high-frequency squeaks and signals to grab the attention of any dogs in the room. The idea is that they will become so excited they will jump up and wag their tail at the screen, until the owner relents and buys the promoted product.
The advert has been created for Nestlé, the world's largest food company which owns the Purina brand of pet food.
Georg Sanders, a nutrition expert at Nestlé Purina PetCare in Germany, said: “Dogs’ hearing is twice as sharp as humans. They can pick up frequencies which are beyond our range and they are better at differentiating sounds.”
“Dogs who often play with a squeaky duck as they are running around with their owner will certainly react most strongly to this sound,” he added.
The advert is being aired in Austria this weekend and could hit Britain next year if successful. It features various scenes of a golden retriever and his owner frolicking about a field, interspersed with shots of falling bunches of vegetables.
However, the soundtrack contains various squeaks and bells as well as some high-pitch sounds which humans cannot hear.
This is not the first time that Purina has experimented with this form of advertising. Last year in Germany it put up a series of billboards which gave off the smell of pet food, hoping to catch the attention of dogs out for a walk.
However, advertising executives pointed out that adverts designed for animals had been tried before with limited success. Whiskas cat food tried a similar experiment more than a decade ago, when it screened a 40-second promotion during Coronation Street, featuring pictures of fish, mice and birds in an attempt to grab the attention of cat watchers.
However, none of the cats monitored during the advert appeared interested, or energetic enough, to rouse themselves from their owner's warm lap and approach the screen to investigate.

1 Choose the best title for this text
a) Animals get some exercise outside.
b) Animals get their own adverts.
c) Animals in TV programmes

2 Match the correct answer to each question:
a) How does the advert try and attract dogs’ attention?
b) How should dogs react to the commercial?
c) Which dogs are expected to respond more to the advert?
d) What will viewers see on the screen during the advert?
e) What technique did advertisers use last year in Germany?
f) Why was the Whiskas advert not a success?

i. Dogs which regularly play with high-pitched toys are predicted to respond more.
ii. It uses sounds that humans do not detect but dogs do.
iii. The animals did not express any interest in the advertising.
iv. They should express their interest in the dog food by moving their tails and bodies.
v. They will see shots of a dog and a person enjoying time in the countryside.
vi. Adverts in the streets produced aromas to attract dogs.



Key
a) ii b) iv c) i d) v e) vi f) iii

Match each word to its meaning:
a) A slogan is
b) A logo is
c) A jingle is
d) A billboard is
e) A brand is

i. A short verse or song used in an advert on the radio or TV.
ii. A very large board showing an advertisements, usually at the side of a road.
iii. A short, easily remembered phrase used to advertise a product.
iv. A product made by a particular company.
v. A symbol used to represent a particular company or product.

Key
i. jingle ii. billboard iii. slogan iv. brand v. logo

Here is the advert:
http://abcnews.go.com/WNT/video/purina-commercial-targets-dogs-owners-14656222?playlist=1363932§ion=1206834&tab=9482931

What is Purina’s slogan?
Answer: ‘Your pet, our passion’

Now, watch the advert with Harvey the dog and decide what the advert is for.



1 Is it?:
a) How useful dogs are.
b) How effective TV adverts are.
c) How easy it is to adopt a dog.
2 Which of these things does Harvey NOT do:
a) cut the grass
b) collect the children from school
c) play chess
d) turn on the TV
e) go for a walk in the park
f) iron clothes
g) cook
h) clean the windows
i) switch off the light

Key: 1 b) 2 e)