| A Smart Shopper

1 | Discuss the questions with a partner. • What makes a good ad? • What is your favourite ad? What makes it special?

2 | Read the paragraphs in Task 3 and match the headlines with them. There are two extra headlines.
A. Catchy slogans |  | B. Just feelings? Not of course!
C. Ads in our life |  | D. Emotional marketing
E. Resisting Advertising |  | F. Feeling in Ads

3 | Read the paragraphs and do the tasks.

I. | We can neither avoid nor resist them. They are everywhere! We see them on TV, on social media, on public transport, and even in the games we play. In the past, people saw about 500 ads per day. Today, we see nearly 5,000 ads daily. Every year, 5.3 trillion online ads appear worldwide. Companies use ads to tell us about their products, but they don't just give us information, they use both logic and emotions to influence people's choices. Either is successful but using emotions is more powerful.
Decide if the sentences are True, False or Not given. 1. Online ads are less effective than TV ads. 2. People see fewer ads today than in the past. 3. Ads only provide information about products. 4. Ads use both thinking and feelings to persuade people. |
II. | Companies don't just say, "Buy this product." Instead, they tell a story or create a special feeling. That's emotional marketing. When a brand evokes a strong emotion, consumers both remember it and trust it. That's why companies spend so much money on emotional marketing. Companies know that if we connect with a product emotionally, we are more likely to make purchases. Complete the sentence with a word from the passage. Companies spend money on 5) ★★★ because they are sure that it will attract consumers 6) ★★★ to the product and they will make 7) ★★★ .