Nadia Sanità

Antonio Saraceno

Annabel Pope

English for Graphic Arts, Communication and Audio-Visual Productions
 
 Images &amp; Messages è un testo rivolto in particolare agli studenti dei corsi con indirizzo Grafica, Design, Comunicazione visiva e pubblicitaria, e, più in generale, a coloro che hanno l’esigenza di utilizzare la lingua inglese come strumento di studio e/o di lavoro in questi settori.

Module 0 - Learning to learn

Unit 1 - Welcome to Images & Messages!

Unit 2 - Get smart about learning!

Module 1 - Advertising

Unit 1 - Welcome to the advertising world!

Unit 2 - A bit of history

Unit 3 - Advertising language features

Vocabulary

Grammar

Communication

Module 2 - The advent of graphic design

Unit 1 - A new style for a new culture

Unit 2 - Choosing and using type

Unit 3 - Graphic design practice

Module 3 - Advertising and its audience

Unit 1 - The consumer society

Unit 2 - Selling strategies

Unit 3 - Advertising communication

Module 4 - Packaging

Unit 1 - History of packaging

Unit 2 - Packaging and overpackaging

Unit 3 - New packaging technologies

Module 5 - Advertising in the digital age

Unit 1 - Digital communication age

Unit 2 - The Internet and its history

Unit 3 - Online advertising

Module 6 - Visual Arts

Unit 1 - The history behind the pictures

Unit 2 - The seventh art

U N I T 1 WELCOME TO THE ADVERTISING WORLD! This Unit deals with what advertising is and how it works. Moreover, you will learn that there are many different kinds of advertising. A. WHAT IS ADVERTISING? a.  Advertising is the greatest art form of the 20th century.  Marshall McLuhan, philosopher of communication theory b.  Advertising is legalized lying.  H.G. Wells, writer c.  Advertising is the art of convincing people to spend money they don t have for something they don t need.  Will Rogers, humorist d.  The philosophy behind much advertising is based on the old observation that every man is really two men   the man he is and the man he wants to be.  William Feather, publisher e.  The function of advertising is to make the worse appear the better.  George Santayana, philosopher f.  In our factory, we make lipstick. In our advertising, we sell hope.  Peter Nivio Zarlenga, writer g.  History will see advertising as one of the real evil things of our time. It is stimulating people constantly to want things, want this, want that.  Malcolm Muggeridge, journalist h.  I do not regard advertising as entertainment or an art form, but as a medium of information.  David Ogilvy, businessman From the quotes above we can infer that advertising is a form of public communication that deals with selling goods or services. It is aimed at developing messages directed to general or selected target audiences to inform them, raise their curiosity and make them want to buy. In order to be successful, these messages need not only to give information but also to be very persuasive and establish a strong and deep contact with the target audiences to influence its choices and shape its tastes. According to the American Marketing Manager s Handbook, the functions of advertising can be summarized in the acronym AIDA. A Attention (Awareness): attract the attention of the customer. I Interest: raise customer interest by focusing on and demonstrating advantages and benefits. D Desire: convince customers that they want the product or service and that it will satisfy their needs. A Action: lead customers towards taking action and purchasing the product. GLOSSARY aimed: mirato awareness: consapevolezza evil: malvagio to infer: dedurre 20 lipstick: rossetto lying: (il) mentire to purchase: acquistare to raise: suscitare shape: forma target audience: pubblico di destinazione, pubblico cui la pubblicità è destinata; target taste: gusto, preferenza 

Brainstorm your ideas as a class. a. b. c. d. e. Can you say what advertising is? How many means of communication do you know? What are the purposes of an ad? What do you think the advertising profession requires? In your opinion, what is needed to persuade people? PET 1 Describe the picture on the right. Read the quotations on p. 20 and fill in the table with positive and negative aspects of advertising by writing a letter on the spaces provided. Then listen and check. POSITIVE ASPECTS NEGATIVE ASPECTS Marshall McLuhan 2 Work in groups and discuss the quotations on p. 20. Which do you agree with? Why? 3 Write your definition of advertising and read it to the class. Then vote for the best one. ................................................................................................................................................................................ ................................................................................................................................................................................ ................................................................................................................................................................................ 4 5A Web search: choose one of the quotations and look for information about its author. PET Decide if the following sentences are true or false. T a. Advertising is private communication aimed at a single individual. b. Advertisements must be persuasive. c. The purpose of advertising is only to inform people about a product. d. Advertising cannot change a person s tastes. e. The acronym AIDA describes the aims of advertising. 5B F Now correct the false sentences. 21 

English for Graphic Arts, Communication and Audio-Visual Productions. Rivolto a studenti di design e comunicazione visiva.

Images & Messages

English for Graphic Arts, Communication and Audio-Visual Productions

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