A. Promoting quality

• Advertisers like language that suggests their product is of especially high quality.
• Check out our latest smartphone – you’ll love its innovative features. [original and interesting]
• The design of our beds is unsurpassed. [the best there is]
• Our dishwashers leave other dishwashers standing. [are much better than other dishwashers]
• Sign up for exam courses that put/leave other courses in the shade. [make other courses seem insignificant]

B. Promoting value for money

• Advertisers like language that suggests things give you good value for money.
• Rock-bottom prices in our sale! [extremely low]
• Prices slashed! [dramatically reduced]
• Bargains galore! [a huge number of products on sale at ridiculously low prices]
• Order now and get a 10% discount. [reduction in the price]

C. Promoting luxury and comfort

• Advertisers like language that suggests luxury and comfort.
• Pamper yourself with a full-body massage. [treat yourself to something luxurious]
• Indulge yourself with our smooth, rich, perfectly blended coffee. [let yourself do or have something that you enjoy but which may be bad for you]
• Enjoy a sumptuous meal in opulent surroundings. [both adjectives mean rich and special]
• Live in the lap of luxury for two weeks. [in a very luxurious way]

D. Promoting scientific backing

• Advertisers like language that suggests scientific backing for their product.
• This ergonomically designed reading lamp provides the perfect light. [designed by studying people and their working or living conditions]
• Our health drink is medically proven to boost energy levels. [shown by research]
• All our computers are state-of-the-art. [use the very latest technology]

E. Promoting attractiveness

• Advertisers like language that suggests their products make us more attractive.
• Ties that will make you stand out in the crowd. [be noticed]
• In our new styles, you’re guaranteed to turn heads. [be noticed]
• Our new lipsticks are tantalisingly appealing. [temptingly]
• Use our range of hair and skin products for glossy hair and radiant skin. [both adjectives mean attractive and healthy-looking]

F. Common ways of advertising

Magazine and newspaper advertisements/adverts; classified ads; TV and radio commercials; posters; billboards¹; flyers²; trailers³; sports sponsorship; banners; sky-writing⁴; sandwich boards⁵; brochures; carrier bags; logos on clothing and other products; pop-ups⁶ on websites. In addition, personalities often use TV interviews to plug⁷ a new book or film.

• ¹ very large boards
• ² sheets of printed information
• ³ brief excerpts from a film, TV or radio programme
• ⁴ words written in the sky using smoke from a plane
• ⁵ advertising posters hung at the back and front of a person
• ⁶ advertisements that appear on your screen suddenly
• ⁷ advertise