READ THE TEXT AND DO THE EXERCISE BELOW:

(_T_) 1. Many people buy products just because famous people use them.

(_T_) 2. More people saw the film Run Into Trouble because they wanted to see

Gabriel Hopps eat the Choco Bar.

(_T_) 3. People like this kind of advertising better than the traditional one.

(_T_) 4. They select the famous person according to their age.

(_F_) 5. The message is that if you use the product you´ll look like the star.

YOU´VE LEARNED:

The one said that he will make publicity of clothes in following film

(Speculations: Second Conditional)

RECORD YOUR ANSWER ON A COMMON TAPE AND SEND IT TOGETHER WITH THIS EXAM.

STUDENT´S SIGNATURE _______________

One way is to get someone famous to say they use or like a product. Choco Bars used a film star, Dentacreme uses a pop-star, Samia. The slogan in the advertisement is a line from one of her songs, so when you hear the song you think of Dentacreme. There is a message in all advertisements, and in this one it is if you bought their product you would use the same toothpaste as Samia, a beautiful, exciting pop star. So, if you cleaned your teeth with Dentacreme you would have a smile like hers, and be beautiful and exciting too. Samia knows about pop-songs, but does she know more about toothpaste than you do?

If a star used it, would you buy it?

If you saw an actor eating a Choco Bar, would you buy one? Last year, when everyone saw Gabriel Hoops eat one in the film Run Into Trouble, people bought lots more Choco Bars than before. Was that an advertisement? Well, the makers of Choco Bars paid a lot of money to Gabriel eat one of their bars and not some other brand. It is a new way to advertise, called “product placement”; the advertising people like it because we don't see it as an advertisement. After all, their job is to get us to buy things. How do they persuade us?

Source: Dermot, M. & J. Cooper (1995) Getting the Message. CUP.

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