Università di Cagliari

Corso di Laurea in Economia e Gestione Aziendale

Corso di Laurea in Economia e Finanza

Lingua Inglese
Chiara Fancello
M.Antonietta Marongiu
Eleonora Mamusa

a.a. 2019/2020
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 Extended Marketing Mix
https://www.youtube.com/watch?v=oMZMrnNWY-A
 Extended Marketing Mix
https://www.youtube.com/watch?v=oMZMrnNWY-A
 Extended Marketing Mix
https://www.youtube.com/watch?v=oMZMrnNWY-A
 PROMOTION
a. Providing support for something or
1. Advertising someone
b. When a business uses people to sell a
2. Public Relations product
3. Sponsorship c. Any content in the form of digital data
d. Promotional strategy intended to sell
4. Sales Promotion a product
5. Personal Selling e. The process of persuading a potential
customer to buy the product
6. Direct Mail
f. Websites and applications used to
7. Digital Content share content
g. Relationship between a company and
8. Social Media the public
h. Delivery of promotional material at
home
 PROMOTION
a. Providing support for something or
1. Advertising (d) someone
b. When a business uses people to sell a
2. Public Relations (g) product
3. Sponsorship (a) c. Any content in the form of digital data
d. Promotional strategy intended to sell
4. Sales Promotion (e) a product
5. Personal Selling (b) e. The process of persuading a potential
customer to buy the product
6. Direct Mail (h)
f. Websites and applications used to
7. Digital Content (c) publicize a product
g. Relationship between a company and
8. Social Media (f) the public
h. Delivery of promotional material at
home
Advertising
English words connected with ……
 Persuasive techniques used in advertising

https://www.youtube.com/watch?v=B4sT6I1deIc
– Glittering generalities (no artificial flavors)
– Symbols (Harley Davidson)
– Transfer (a credit card for common people)
– Testimonial (anybody’s story)
– Scientific language (and numbers)
– Card stacking (unproved statistic used to convince)
– Slogans (especially for kids)
– Appeals (to save money)
 The English language and Advertising

Visual content and design in advertising

have a very great impact on the consumer,
but it is language, and the combination of
language and images that help people to
identify a product and remember it.

Visual content
Design IN COMBINATION
Language
 The English language and Advertising

The use of English in advertising all over the world

generally makes a positive impact on the consumer.

ENGLISH IS AN ATTENTION GATHERER

English is still the most frequently used linguistic means in

advertising.

The French tried to fight this primacy and hegemony

(1994, Toubon law)

It is more easily understood and remembered by the

world's audience, and its flexibility helps enormously those
operating in advertising.
 The English language and Advertising

Always Coca Cola

Canon you Can
With Vodafone you can
Don’t touch my Breil I’m lovin’ it

CARRERA sunglasses
Ermenegildo Zegna Eyewear
Emporio Armani Underwear
Samsonite Footwear
Zurich Because change happenz

Slogans: Most advertisements use a catchphrase or

slogan which becomes associated with the product
 The English language and Advertising

Use of compounds adjectives:

top-quality,
economy-size,
chocolate-flavoured,,
feather-light,
longer-lasting.
 The English language and Advertising

Use of high degree adjectives (hyperboles):

Shining Extra-shining
luxury Super luxury
elegant Incredibly elegant
Smooth Fantastically smooth
Adjectives are important in advertising, they are used to
add prestige and desirability and approval for the
consumer/client.

https://www.youtube.com/watch?v=azttKmT0rVc
https://www.youtube.com/watch?v=AlQpt67L1es
 The English language and Advertising

Use of Comparisons

to relate the product to a rival or competitor.

In reality, no real comparison is made in

advertising.

An advertisement for a detergent may say

"It gets clothes whiter“………….
but whiter than what?
 The English language and Advertising

Use of the imperative:

“Relax the Natural Way”

“Win two Nights!”
“Get Ready for Summer!”
“Cruise here!”
“Find out why ........”

https://www.youtube.com/
watchv=deNRiBQiQ3Q&list=PLC7E651F42B3C340C&index=24
 The English language and Advertising

Use of repetitions: advertisements tend

to repeat words or ideas.

Something repeated frequently is easily

remembered.
Most often it is the brand name of the
product, or some word associated with it.
 The English language and Advertising
Word Partnerships: Collocation
ADVERTISING; MARKETING; PUBLIC; RETAIL; PRICE;
PROMOTIONAL;
TECHNIQUES; PROMOTIONS; OUTLETS; RELATIONS;
MIX: CAMPAIGN;
Advertising campaign

Advertising campaign
Marketing mix
Public relations
Retail outlets
Price promotions
Promotional techniques 17
 The English language and Advertising

• Compound adjectives
• High degree adjectives (hyperboles)
• Comparisons
• Imperatives
• Repetitions
• Collocations
 ADVERTISING
Complete the table with the following words:

Directories persuade promote cinema

Run mailshots place free samples
Commercials public transport launch leaflets
Exhibition billboards/hoardings word-of-mouth radio
Point-of-sale posters research sponsor
Target endorsement slogans television
Press jingles sponsorship publicise

MEDIA METHODS VERBS

Radio Jingles Persuade

 ADVERTISING

MEDIA METHODS VERBS

Radio Jingles Persuade

Press Directories Run

Television Commercials Launch

Word-of-Mouth Sponsorship Publicise

Public Transport Billboards/hoardings Sponsor

Cinema Free samples Place

Mailshots Endorsement Promote

Street Furniture Posters

(Bus Shelter, Public Toilets) Leaflets
VOCABULARY MARKETING AND ADVERTISING
Write in the missing letters in the words below. They are all words
about money.
1 If you buy today, we’ll give you a ten per cent _i_ _ou_ _.
2 My bank gave me a personal _oa_ today.
3 I think it’s important we help Africa with its _e_ _ to other
countries.
4 He wants an extra ten thousand a year and he already has a _a_a_
_ of over a hundred thousand a year!
5 How much do you ea_ _ a month?
6 The type of customer we want has enormous _ _e_ _i_ _ power.
7 My house is _o_ _ _ about two hundred thousand pounds.
VOCABULARY MARKETING AND ADVERTISING
Write in the missing letters in the words below. They are all words
about money.
1 If you buy today, we’ll give you a ten per cent DiSCouNT.
2 My bank gave me a personal LoaN today.
3 I think it’s important we help Africa with its DeBT to other
countries.
4 He wants an extra ten thousand a year and he already has a SaLaRY
of over a hundred thousand a year!
5 How much do you eaRN a month?
6 The type of customer we want has enormous SPeNDiNG power.
7 My house is WoRTH about two hundred thousand pounds.
Combine words from A and B to complete the description below.
A public / personal / direct / advertising
B media / marketing / selling / relations

‘There are various methods of selling starting with the most expensive
like TV commercials, radio adverts and other (1) ____________
______________. A cheaper way to sell is through (2)
______________ ____________ such as direct mail when you send
out leaflets to people’s houses. Face-to-face contact with the
customer is obviously important. For example, (3) ______________
______________ with sales representatives can be very effective and
it’s easy to measure. It’s more difficult to see if (4) ____________
____________ is effective. This is because it’s about creating good
contacts rather than selling directly.’
Combine words from A and B to complete the description below.
A public / personal / direct / advertising
B media / marketing / selling / relations

‘There are various methods of selling starting with the most

expensive like TV commercials, radio adverts and other (1)
ADVERTISING MEDIA. A cheaper way to sell is through (2) DIRECT
MARKETING such as direct mail when you send out leaflets to
people’s houses. Face-to-face contact with the customer is obviously
important. For example, (3) PERSONAL SELLING with sales
representatives can be very effective and it’s easy to measure. It’s
more difficult to see if (4) PUBLIC RELATIONS is effective. This is
because it’s about creating good contacts rather than selling directly.’
Write in the ends of the words in these sentences.

1 Consump______ of coffee has increased every year since 1950.

2 Clever market_________ made designer coffee very popular.
3 Market analys________ are warning that the economy doesn’t look
good.
4 Did we get the results from the market research agen______ ?
5 Cigarette companies often spons_____ sports events.
Write in the ends of the words in these sentences.

1 ConsumpION of coffee has increased every year since 1950.

2 Clever marketING made designer coffee very popular.
3 Market analysSTS are warning that the economy doesn’t look good.
4 Did we get the results from the market research agenCY ?
5 Cigarette companies often sponsOR sports events.

1 Consumption / 2 marketing / 3 analysts / 4 agency / 5 sponsor

1 _ aRead
_ _ e the
_ i _ definitions
_ _ i _: Product,
and price,
writepromotion and place
in the missing
are this. consonants to make the word.
2 _ _ a _ _: The name of a product or group of products.
3 a _ _ i _ a _io _ _: The hopes and wishes of consumers.
4 _ o _ _ u _ e _ _: The people who buy or use the products.
5 _ i _ _ _: What sales reps or adverts do when they sell a
product.
6 _ o _ o: The symbol of a company found on its products.
7 _ a _ _ e _ e _ _: The people who market the products.
8 a _ _ e _ _ i _ e: To promote the product.
9 _ o _ _ e _ i _ o _ _: Other companies selling the same
products.
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 Read the definitions and write in the missing
consonants to make the word.
1 MARKETING MIX: Product, price, promotion and place are
this.
2 BRAND: The name of a product or group of products.
3 ASPIRATIONS: The hopes and wishes of consumers.
4 CONSUMERS: The people who buy or use the products.
5 PITCH: What sales reps or adverts do when they sell a
product.
6 LOGO: The symbol of a company found on its products.
7 MARKETERS: The people who market the products.
8 ADVERTISE: To promote the product.
9 COMPETITORS: Other companies selling the same
products.
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 Phonetics
Match column A with column B
A B

• marketing • /'mɑrkɪtɪŋ/
• advertising • /praɪs/
• price • /'prɑdəkt /'prʌdɑkt/
• place • /brænd/
• product • /prə'məʊʃn/
• promotion • /'ædvətaizɪŋ/
• value • /'medɪə/
• slogan • /pleɪs/
• media • /'væljuː/
• brand • /'sləʊgən/
 Phonetics
Match column A with column B
A B

• marketing • /'mɑrkɪtɪŋ/
• price • /praɪs/
• product • /'prɑdəkt /'prʌdɑkt/
• brand • /brænd/
• promotion • /prə'məʊʃn/
• advertising • /'ædvətaizɪŋ/
• media • /'medɪə/
• place • /pleɪs/
• value • /'væljuː/
• slogan • /'sləʊgən/
 Phonetics 2
/'bærɪə/ /kən'sjuːmə/
[lɔːntʃ] /prə'məʊʃn/
/'væljəbl/ /ə'piːl/
/'prɪːmɪəm/ /'ædvətaɪz/
/'spɑnsə(r)ʃɪp/'spɒn-] /kən'sɪstənsɪ/
/bɒm'bɑːd/ /'kwɑlətɪ /'kwɒ-/

31
 Phonetics 2
/'bærɪə/ BARRIER /kən'sjuːmə/ CONSUMER
[lɔːntʃ] LAUNCH /prə'məʊʃn/ PROMOTION
/'væljəbl/ VALUABLE /ə'piːl/ APPEAL
/'prɪːmɪəm/ PREMIUM /'ædvətaɪz/ ADVERTIZE
/'spɑnsə(r)ʃɪp/'spɒn-] /kən'sɪstənsɪ/
SPONSORSHIP CONSISTENCY
/bɒm'bɑːd/ BOMBAR D /'kwɑlətɪ /'kwɒ-/ QUALITY

32
 Persuasive techniques used in advertising

https://www.youtube.com/watch?v=B4sT6I1deIc
– Glittering generalities (no artificial flavors)
– Symbols (Harley Davidson)
– Transfer (a credit card for common people)
– Testimonial (anybody’s story)
– Scientific language (and numbers)
– Card stacking (unproved statistic used to convince)
– Slogans (especially for kids)
– Appeals (to save money)
 Analysing ads

• Glittering generalities: New York City: the Bronx

• Symbols: FIAT
• Transfer: this car is for everybody
• Testimonial: Jennifer Lopez (she made it!)
• Appeals: even I (a Latino from the Bronx) can
afford it!
 The English language and Advertising

• Compound adjectives
• High degree adjectives (hyperboles)
• Comparisons
• Imperatives
• Repetitions
• Collocations
 Analysing ads

• Attractive visual content for kids: glittering

and shining setting (a play station)
• Attractive language for kids: repetitions (in
speech and in refrain)
• “every kid is a winner!” “you’re the winner!”
“she’s the winner!” “they’re winner too!”
“and the next winner is YOU!” “every kid’s a
winner!” “every kid gets a free ticket!” “and
the next winner is you!”
 Analysing ads
• Glittering generalities: high-standard life-style
(elegant, a bit out-of-fashion, sensual music,
sensually sounding voice)
• Testimonial: an actress
• Appeal: I wish a could afford it! (selling a life style)
• Language: persuasive, interior monologue
“beauty … outside … inside …sweat”
“beauty that’s what’s in your mind ... that’s the one”
3:11 Dolce & Gabbana
 Analysing ads

• Setting: in-doors basketball field

• Glittering generalities:

• Testimonial:

• Appeal:

• Language:

3:50 Nike
 Analysing ads

• Setting: in-doors basketball field

• Glittering generalities: a very fit and expert
basketball player
• Testimonial: a famous disabled basketball player

• Appeal: if I can make it you can, no excuses!!!

• Language: first person, list of excuses not to play,
opposition: I can’t vs. I can MY FEET HURT!
3:50 Nike
 Analysing ads

• Setting: HOME – everyday actions

• Glittering generalities: cartoons for children

• Testimonial: Sesame Street characters

• Appeal: you should do what they do!

• Language: use of imperative, repetition

ads in the times of Covid 19
https://www.youtube.com/watch?v=Ebtn7hnR6To