Active Skills for Reading 2 (Unit 10: The Secrets of Advertising)


Real Life Skill

Advertising and Psychology

A Read the following descriptions of commercials. Match each to the correct advertising message.

Many advertisements try to engage or "talk to" people's feelings and emotions—like fear and love—to persuade us that we need a product. They use certain words and images to produce reactions in us. For example, a company selling blankets can show images of puppies and use words like warm or cuddly.

a. A woman is driving a car with her two small children in the backseat. Suddenly, another car turns in front of her. The mother hits the brakes, and her car immediately stops. The children are laughing and smiling.

b. A group of college-age friends are relaxing at the beach. All of a sudden, the sky turns grey and it starts to rain heavily. The friends get cans of soda from their cooler, and an invisible umbrella forms above them. They stay dry as they continue drinking soda.

c. An older couple are watching the sunrise from a cruise ship. Then, they are seen playing golf. Lastly, they are eating dinner in a beautiful restaurant. The watches on their wrists are clearly seen the whole time.

1. This product will help you have fun.


2. This product will show people you are rich.


3. This product will keep you safe.


B Read the following slogans. With a partner, discuss what the advertising message of each slogan is.

  1. 1. The world's most beautiful women use SoftSilk Shampoo.
  2. 2. Drink Crystal Water. Cleaner, purer, safer.
  3. 3. Where is your child? You'll always know with Saftel cell phone.
Sample Answers

1. This product will make you beautiful like the models who use it.
2. This product is healthier and better than other water brands.
3. This product will keep your children safe and give you peace of mind.

C Now choose one of the three commercials in A and write a slogan for the product.

Sample Answers

For Commercial a: "Your family's safety is our priority."

What Do You Think?

  1. Some people think advertising has turned us into a greedier society. Do you agree? Why, or why not?
  2. Should companies be allowed to advertise to children? Why, or why not?
  3. Advertising has changed a lot over the last few decades. How do you think it will change in the next 10 or 20 years?
Sample Answers

1. I partly agree because advertising encourages consumerism and makes people want things they don't need. However, advertising also provides useful information.
2. Companies should not advertise to children because children are easily influenced and cannot understand the persuasive intent of advertising.
3. In the future, advertising will become even more personalized and interactive, using AI and virtual reality to engage consumers.
Chapter - 2: Vocabulary Skill - Word Families

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