Module Three: Advertising and Media

Table of Contents
Module Three: Advertising and Media ..........................................................................................................................1
Module 3 Overview: The World Of Advertising ........................................................................................................2
Optional Module Three Vocabulary check ...............................................................................................................3
What is Advertising? .................................................................................................................................................4
Thinking Critically About Advertisements .................................................................................................................6
How Do Advertisers Target Audiences?....................................................................................................................8
Quiz 1: Advertising and the Media .........................................................................................................................10
Language Focus: Order of Adjectives ......................................................................................................................11
Optional Listening Practice: Interview with an Advertising Expert.........................................................................14
Features of a Print Advertisement ..........................................................................................................................15
Features of Radio and Television Advertisements ..................................................................................................16
Features of Online Advertisements ........................................................................................................................17
Quiz 2: Features of Advertising ...............................................................................................................................19
Optional Reading Practice: "Internet Ads Outpace Print for First Time" ................................................................20
Language Focus: Intensifiers (Normal vs. Strong Adjectives) .................................................................................21
Quiz 3: Descriptive Language in Use .......................................................................................................................24
Analyzing Advertising ..............................................................................................................................................25
Optional Reading Practice: "Advertisers Join the Search for Friends Online" ........................................................26
Optional Discussion: The Ethics of Social Media Advertising..................................................................................28
Module Three Check ...............................................................................................................................................29

© 2022 by FHI 360. “English for Media Literacy Module 3 Packet” for the Online Professional
English Network (OPEN), sponsored by the U.S. Department of State with funding provided by the
U.S. government and administered by FHI 360. This work is licensed under the Creative Commons
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Attribution 4.0 License, except where noted. To view a copy of this license, visit
http://creativecommons.org/licenses/by/4.0/
MODULE 3 OVERVIEW: THE WORLD OF ADVERTISING

This work is a derivative of untitled images by dassel, Engin_Akyurt, bijuhota, and Olichel Pixabay, licensed under CC BY 4.0. This derivative is
licensed under CC BY 4.0 by FHI 360 for use in the OPEN Program, sponsored by the U.S. Department of State with funding provided by the U.S.
government and administered by FHI 360.

Welcome to Module Three of the English for Media Literacy MOOC!

We talked about the different types of media in Module Two. Now we are going to investigate how advertisers use
these types of media to market their products. In this unit, you will learn how advertisers target audiences and the
different techniques they use. Through selected readings, interviews and video lectures, you will learn the
language used to sell products.

Learning Objectives:
• Describe what an advertisement is and how advertisements are used to sell products
• Identify targeted marketing strategies
• Identify descriptive language in use
• Compare the features of advertisements in different types of media
• Define and accurately use content-related vocabulary in course activities and games

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OPTIONAL MODULE THREE VOCABULARY CHECK
Before beginning the lesson, take a moment to review the following vocabulary words.
For each word, select one of the following options:

• I have never seen this word before

• I have seen this word before, but I don't know what it means.
• I have seen this word before, and I think I know what it means
• I know this word.
• I know this word and I can use it in a sentence.

>>>> Please note that this quiz can only be completed in Canvas. <<<<

3
WHAT IS ADVERTISING?

Untitled Image by 200degrees via Pixabay is licensed under Pixabay license

[Video available online for viewing. Script below.]

Hello, and welcome to Unit 3: Advertising. In this unit, we will discuss how advertisers use different types of media
to try to sell their products. But first, it is important to answer the question, what is advertising? We will answer
that question in this video. Advertising is creating messages to tell people about a product or service, and to
convince them to buy it. The message that is created about a product for sale is called an advertisement, or ad for
short.

In order for a company to spread messages about their products, they use the media. It is common to see
advertisements in magazines and newspapers as well as on the radio and television. Advertisers, people who
create advertisements, have also thought of different and interesting places to put advertisements. For example,
you may see ads printed on the side of a bus, or even on the side of a building. In recent years, new technology has
allowed companies to advertise their products in new ways. For example, many companies are now using social
media to advertise a product. Some companies create Facebook pages to show and explain their products. Others
may post a video of the product on YouTube or post a picture of the product on Instagram.

We will talk more about how advertisers use the Internet and social media to advertise in later videos. The goal
with any advertisement is to get as many people to see it as possible. If many people see an ad, then many people
will know about the product or service. If many people know about the product or service, hopefully, many people
will buy it. People who buy products or services are called consumers. Advertisers spend huge amounts of money
to get many consumers to see their ads. Let's look at an example. Think of a soccer game. Let's say, Barcelona
versus Real Madrid. This popular soccer game will be watched by millions of people. Because so many people
watch this game, advertisers will pay huge amounts of money to have a commercial played during this time. A
commercial is an advertisement played on the radio or television. In addition, companies will pay to have the name
of their company printed on the soccer players' shirts. You will also see advertisements along the side of the soccer
field.

All of these advertisements cost companies a great deal of money. Advertisers pay the money, so that the millions
of people watching the game know about their product or service. So, let's summarize the key points of this video.
First, advertising is creating messages to tell people about a product, and to convince them to buy it. Advertisers
use the media to spread their messages. Advertisers want many people to see their ads and are willing to pay huge
amounts of money to do so. In the next video, you will learn how and why you should think critically about
advertisements.

An advertisement, or ad, is a message that is created to convince people to buy a product or service. For a
company to spread messages about their products, they use the media. It is common to see advertisements in
magazines and newspapers as well as on the radio and television.

Advertisers, people who create advertisements, have also thought of different and interesting places to put
advertisements. For example, you may see ads printed on the side of a bus, or even on the side of a building.

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The goal of any advertisement is to get as many people to see it as possible. If many people see an ad, then many
people will know about the product or service. If many people know about the product or service, hopefully, many
people will buy it. People who buy products or services are called consumers. Advertisers spend huge amounts of
money to get many consumers to see their ads.

5
THINKING CRITICALLY ABOUT ADVERTISEMENTS

Untitled Image by 200degrees via Pixabay is licensed under Pixabay license

[Video available online for viewing. Script below.]

Hello, in this video, we will answer two questions. Why is it important to think critically about advertisements?
What should consumers look for in advertisements? As we have mentioned, being media literate helps you
understand media messages, so that you make good decisions in your everyday life.
When looking at an advertisement, you need to make a decision about whether or not to buy the product or
service. Therefore, when you see an ad, you should ask yourselves the five questions used to analyze a media
message. Who created the message that is being sent? What techniques were used to attract my attention? How
might other people understand or interpret this message differently from me? What points of view or values are
included or omitted from this message? Why was this message sent? In addition, there are also certain things that
are especially important to look for and analyze in advertisements. Remember, advertisers create messages or ads
for two reasons.

First, they want to inform people about their product. Second, and more importantly, they want to convince
people to buy the product. Because they want to sell a product, advertisers are very careful about what words and
information they include or don't include in an ad. As a consumer, one thing you should look for are exaggerations.
An exaggeration is information that states something is much better or worse than it really is.

See image credit below 1

For example, an advertisement for a face cream might say that if you use the cream for only one month you will
have 90% fewer wrinkles. The ad will then show two pictures of a woman's face. The first face will have many
wrinkles, the second face will have none. Will you have less wrinkles after you use their cream? Probably. Will you
have absolutely no wrinkles like the pictures suggests? Probably not. As a consumer, you must be able to tell the
difference between real information and exaggerated information, so you understand the product before you buy
it.

1
1. This work is a derivative of untitled images by dassel, Engin_Akyurt, and bijuhota via Pixabay is licensed under the Pixabay license. This
derivative is licensed under CC BY 4.0 by FHI 360 for use in the OPEN Program, sponsored by the U.S. Department of State with funding
provided by the U.S. government and administered by FHI 360

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You must also think about the information that advertisers choose not to include in an ad. If the goal is for the
consumer to buy the product, do you think an advertiser will include negative information about it? Let's think of
an example.

See image credit below 2

Pretend you just saw an ad for a new sports drink called Refresh. The advertisement might say that the drink will
give you energy and tastes delicious. The ad, however, does not tell customers that the drink is full of sugar and is
not very healthy. Why? Because including that information might cause people not to buy the product. Not
including that information means that the consumer does not know everything that he or she should know before
buying a product. That is why you have to an informed media literate consumer.

So, let's summarize by answering our two questions from the beginning of the video. First, why is it important to
think critically about advertisements? Because you can make good decisions when deciding to buy a product.
Second, how can you think critically about ads? You can ask yourself the same five questions we discussed in unit
one and remember companies want to convince you to buy their products and services. To try to convince you to
buy it, advertisers may use exaggerations or leave information out of an ad. In the next video, we will discuss how
advertisers target audiences.

As we have mentioned, being media literate helps you understand media messages, so that you make good
decisions in your everyday life. When looking at an advertisement, you need to decide whether or not to buy the
product or service. Therefore, when you see an ad, you should ask yourselves the five questions used to analyze a
media message:

• Who created the message that is being sent?

• What techniques were used to attract my attention?
• How might other people understand or interpret this message differently from me?
• What points of view or values are included or omitted from this message?
• Why was this message sent?
Remember, advertisers create messages or ads because they want to sell a product, advertisers are very careful
about what words and information they include or don't include in an ad.

2
This work is a derivative of an untitled image by Olichel, licensed under CC BY 4.0. This derivative is licensed under CC BY 4.0 by FHI 360 for
use in the OPEN Program, sponsored by the U.S. Department of State with funding provided by the U.S. government and administered by FHI
360.

7
HOW DO ADVERTISERS TARGET AUDIENCES?

Untitled Image by 200degrees via Pixabay is licensed under Pixabay license

[Video available online for viewing. Script below.]

Hello, in this video, we will discuss what it means to target an audience. Why advertisers need to know and
understand their target audience. And why it is important for you, as a consumer, to understand target audiences.

First, let's discuss what it means to target an audience. In advertising, to target means to aim or direct something
towards a certain group of people. An audience is the group of people that are going to buy the product or service
being sold. So, targeting an audience means finding ways to direct advertisement to a specific group of people.
When targeting an audience, advertisers must think about who they created the product for. To do this,
companies ask themselves some of the following questions. How old is the audience? Are they mostly male or
female? What interests or hobbies do they have? What do these people need? What media do they use most
often?

These are some of the first questions that an advertiser must think about, but they are not the only ones.
Advertisers also think about where their audience lives. For example, people living on a farm need different
products than people living in a city. Advertisers also want to think about the values and culture of the people. In
unit one, we said that a value is something that a person or organization thinks is very important. The word culture
means the beliefs and customs of a specific group of people, often from the same country. What a person thinks is
important, and their beliefs and customs will determine what they will or will not buy. For example, in some
countries, as part of their culture, the people do not eat beef. Trying to sell hamburgers in these countries will not
work well.

Now, let's move on to why advertisers need to know and understand their target audiences. Knowing the target
audience helps advertisers reach them and appeal to them. Appeal means to be very interesting or attractive. In
other words, the target audience will determine how an ad looks and what type of media is used to spread the ad.

Let's think of an example. Pretend you are looking through a magazine and you see an ad for running shoes. The ad
shows a woman about 30 years old. She's wearing bright purple shoes and running through a city. Next to the
picture are the words, stressed, running. Who do you think the advertisers are trying to convince to buy their
product? Probably women between the ages of 25 and 35, who like to run, live in a city, and are very busy and
stressed. You would find this advertisement in a magazine that many 25 to 35-year-old women read. If this was a
television commercial, it would play during a show that many 25 to 35-year-old women watch.

Now, pretend this ad was for men's running shoes instead. How would it be different? Would the ad be in the
same magazine as the women's ad? Would a commercial for men's running shoes be played during the same
television show as the women's advertisement?

Finally, think about how an ad for children shoes might be different. As consumers, we must understand who the
target audience of a product is. This will help us understand the choices that advertisers made on what people,
information, values, and points of view are represented in an ad. So, let's review. To target an audience means to
direct advertisements to a specific group of people. Advertisers need to know and understand their audience so
they can appeal to and reach them. Finally, as consumers, we must understand who the target audience of a
product is. This will help us understand the choices that advertisers made in their ads.

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In advertising, to target means to aim or direct something towards a certain group of people. An audience is the
group of people that are going to buy the product or service being sold. So targeting an audience means finding
ways to direct advertisements to a specific group of people. When targeting an audience, advertisers must think
about who they created the product for. To do this, companies ask themselves some of the following questions:

• How old is the audience?

• Are they mostly male or female?
• What interests or hobbies do they have?
• What do these people need?
• What media do they use most often?
• Where do they live?

Advertisers also want to think about the values and culture of the audience. In unit one, we said that a value is
something that a person or organization thinks is very important. The word culture means the beliefs and customs
of a specific group of people, often from the same country. What a person thinks is important, and their beliefs
and customs will determine what they will or will not buy.
Knowing the target audience helps advertisers reach them and appeal to them. To appeal means to be very
interesting or attractive. In other words, the target audience will determine how an ad looks and what type of
media is used to spread the ad.
As consumers, we must understand who the target audience of a product is. This will help us understand the
choices that advertisers made on what people, information, values, and points of view are represented in an ad.

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QUIZ 1: ADVERTISING AND THE MEDIA

Check your understanding of the new vocabulary and concepts in the previous videos with a short quiz. You must
score at least 70% in order to pass the module.

>>>> Please note that this quiz can only be completed in Canvas. <<<<

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LANGUAGE FOCUS: ORDER OF ADJECTIVES

Untitled Image by 200degrees via Pixabay is licensed under Pixabay license

[Video available online for viewing. Script below.]

In this lesson, we will discuss how to categorize adjectives and how to correctly order adjectives when several are
used to describe a noun. As we mentioned in unit two, adjectives are words that describe a noun, such as blue,
large, or beautiful.

Sometimes you may want to use more than one adjective to describe a noun. If you do, you need to be careful that
you put the adjectives in the correct order. We order the adjectives based on how the adjective is categorized. To
categorize means to group items together based on their similarities.

There are eight different categories we use to group similar adjectives. The eight categories are quantity, opinion,
size, age, shape, color, nationality, and material. The category of the adjective is very important when you use
more than one adjective to describe a noun.

We will give you examples of these categories in a moment. But first, look at the list of category adjectives. It
shows you the correct order to use when listing adjectives.

Quantity Opinion Size Age Shape Color Nationality Material Noun

good old square televisions
enough small green apples
a large ancient leather book
five delicious sugar donuts
round blue porcelain plates
middle-
an important American woman
aged

So, pretend you want to describe an object using a quantity adjective, a size adjective, and a color adjective. You
would write or say them in that order. That is the order you would use because quantity adjectives are number 1
on the list, size adjectives are number 3, and color adjectives are number 6.

Now let's take a closer look at what each category means.

Quantity Adjectives
Quantity adjectives describe an amount. For example:
some, any, enough, very, five, and ten

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Opinion Adjectives
Opinion adjectives describe how you feel about something. For example:
good, bad, interesting, delicious, important, and funny.

Size Adjectives
Size adjectives describe how big or small something is. For example:
small, tiny, short, large, huge and tall.

Age Adjectives
Age adjectives describe how old something is. For example:
old, ancient, young, middle-aged, new.

Shape Adjectives
Shape adjectives describe the form of something. For example:
round, rectangular, square, oval, and flat.

Color Adjectives
Examples of color adjectives yellow, orange, blue, reddish, dark, and bright.

Nationality Adjectives
Nationality adjectives answer the question, where is someone or something from? For example:
American, South African, Chinese, and Brazilian.

Material Adjectives
Material adjectives answer the question, what is it made of? For example, silver, gold, wood, plastic, and metal.

As we mentioned, the order we just discussed is the order that you should use for listing the adjectives.
First, we would say or write a quantity adjective, then an opinion adjective, a size adjective, and so on, until you
reach the noun.

Putting it all together

We do not use eight adjectives to describe a noun. Usually, we do not use more than three adjectives to describe
one noun. Let's look at an example. Pretend you own a pizza store, and you want to advertise the pizza you make.
You might describe the pizzas as huge, and delicious, and Italian.
Would you say you sell:
• huge, delicious, Italian pizzas?
• delicious, Italian, huge pizzas?
• delicious, huge, Italian pizzas?

Let's look back at our chart. First, think about your categories. Huge is a size adjective, delicious is an opinion
adjective, and Italian is a nationality adjective. So, which comes first? Let's look back at our categories.

First comes opinion adjectives, then size adjectives and then nationality adjectives. In other words, you sell
delicious, huge, Italian pizzas.

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This work is a derivative of untitled images by Engin_Akyurt, Pixabay, licensed under CC BY 4.0. This derivative is licensed under CC BY 4.0 by FHI
360 for use in the OPEN Program, sponsored by the U.S. Department of State with funding provided by the U.S. government and administered by
FHI 360.

So, to summarize, there are eight categories of adjectives including quantity, opinion, size, age, shape, color,
nationality, and material. When you use more than one adjective to describe a noun, be sure to put them in the
correct order based on their category.

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OPTIONAL LISTENING PRACTICE: INTERVIEW WITH AN
ADVERTISING EXPERT
The following quiz is based on a video interview with advertising expert Nancy Bollinger.
Watch the interview and check your understanding with the questions below.
Kindly note that this is an optional practice quiz and will not be graded. You score on this quiz will not affect your
course performance.

>>>> Please note that this quiz can only be completed in Canvas. <<<<

14
FEATURES OF A PRINT ADVERTISEMENT

Untitled Image by 200degrees via Pixabay is licensed under Pixabay license

[Video available online for viewing. Script below.]

Hello. In this video, we will discuss what features are often included in a print advertisement. Understanding these
features will help us better understand the techniques that advertisers use to attract our attention. Features are
characteristics or specific parts of something. When we talk about features of advertisements, we are talking about
the different parts of the ad.

A print advertisement is an advertisement that you can see but there is no sound. For example, the advertisements
you see in magazines, newspapers, and on billboards are all print advertisements. The features of print
advertisement that we will discuss in this video includes colors, images, logo, and slogan. Since you can only see
print advertisements, advertisers must create ads that visually appeal to their audience. Remember, in video two,
we said that appeal means to be very interesting or attractive. Attractive interesting ads will cause people to notice
and look at them. Remember, the more people that see an advertisement, the better it is for the company.

When creating print advertisements, companies must think about what colors to use. Different colors make people
feel differently. For example, warm colors such as red and orange make people feel safe and positive. Cooler colors
like blue and green make people feel calm or relaxed. Advertisers also think about the images that will be included
on an ad because they're trying to attract your attention. Most of the time, the ad will include a picture of the
product being sold. In addition, advertisers might include other pictures to make you feel a certain way.
Sometimes, advertisers might want to make you laugh. Other times, they might want to make you cry or shock
you.

Many times, advertisements include pictures of famous people using the product. Advertisers hope that if you see
the famous person is buying the product, then you will too. Whatever image the advertisers choose, its goal is to
attract your attention. Advertisers want you to see and remember the ad, so that you see and remember the
product. Besides colors and images, many print advertisements also include the company's logo and slogan.

A logo is a symbol or design that a company uses to show that a product was created by them. For example, Nike's
logo is called the swoosh. It looks like a check mark. McDonald's logo is often called the golden arches. It looks like
a large yellow m. You probably have seen these logos before, and immediately knew that it was Nike or
McDonald's selling the product. This is the purpose of including a logo. It is a simple, easy way to show visually the
company that created the product. Finally, print ads may also use slogans to appeal to their audience.

A slogan is a short phrase that people will remember. Nike's slogan is, "Just Do it.". McDonald's slogan was, "I'm
lovin' it.". Slogans are meant to stick in people's minds. If people remember the slogan, they will remember the
product. Then hopefully, they will buy it. To summarize, advertisers use different features when creating print
advertisements. Such features include color choices, certain images, a logo, and a slogan.
Advertisers hope that these features will attract your attention and make you remember their product. In the next
video, you will learn how the features of a print advertisement are similar and different from features of radio and
television advertisements.

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FEATURES OF RADIO AND TELEVISION ADVERTISEMENTS

Untitled Image by 200degrees via Pixabay is licensed under Pixabay license

[Video available online for viewing. Script below.]

Hello, in this video, we will discuss the features of radio advertisements, and the features of television
advertisements. We'll also discuss how the features of the three types of advertisements, print, radio and
television, are similar and different. Understanding this will, again, help us understand the techniques that
advertisers use to attract our attention. As we mentioned before, advertisements played on the radio or television
are called commercials. Unlike print advertisements, commercials include sound. And, therefore, the features that
can be included in these types of advertisements are different than those we just learned about for print ads.

Radio and television commercials differ from each other in one major way. Radio can only be heard, while
television can be seen and heard. That is why we will talk about these two types of ads, separately. Let's look at
radio ads first. Since there are no images in radio, advertisers need to use a sound to try to paint a picture in the
minds of the listeners. They do this by using music, different people's voices and sound effects. Sound effects are
noises, other than music or voices, that are used when telling a story or making a point. Examples of sound effects
include a squeaky door. [SOUND] Or the sounds of a thunder storm. [SOUND] Another feature, often found in
radio commercials, is a jingle. A jingle is a short song used in advertising to discuss a product or company.

Often, companies use their slogan as part of the jingle, like all features of an advertisement, the goal of a jingle is
to help people remember the product. Can you think of any jingles you hear often in your country? To summarize,
the common features of a radio ad include music, different voices, sound effects and jingles. Let's move on to
television ads. Since television commercials can be seen and heard, they may include the features of a print
advertisement and those of a radio advertisement, plus more. Television commercials think about what colors and
images they're going to use. They also often include their logo and slogan.

In addition, TV commercials may also use music, sound effects and jingles. What makes TV commercials unique is
that unlike in a print advertisement, the people in the TV ad can move. This means that advertisers can show the
audience how a product works. They can also show them how the product can solve a problem the audience might
have. This also means that the advertisers can tell a story in the ad.

The stories can be funny, emotional, or exciting. Telling such stories helps the listeners remember the commercial,
and the product. Think about a commercial in your country. What makes that commercial special or memorable?
To review, the features of a radio advertisement include music, different voices, sound effects and jingles. The
features of a television ad include all the features from a radio advertisement and print advertisement. In addition,
what makes a television commercial different is that it includes a video. So, images can move. Therefore,
advertisers can better show and explain a product and tell stories to help people remember the product better.
Next, you'll watch a language focus video which discusses intensifiers and complete a game.

16
FEATURES OF ONLINE ADVERTISEMENTS

Untitled Image by 200degrees via Pixabay is licensed under Pixabay license

[Video available online for viewing. Script below.]

Hello. In this video, we will discuss the features of online advertisements, as well as two unique features of
advertising online, search histories and customer feedback. Understanding these two points will help you learn the
role that you, the consumer, play in online advertising. It will also help you understand the techniques advertisers
use to attract your attention.

There are many different types of online advertisements, online ads maybe some little print advertisements
because they only show pictures but no sounds, or they may be some little television ads. Because they include
videos which have sounds and movement. Therefore, depending on the specific online ad, you may see pictures
from print ads such as different colors, images, slogans and logos, you may also see pictures from television ads
such as music different voices, sound effects, jingles and storytelling Unlike print or television advertisements,
when advertisers create online ads, they can use people's online search histories and customer feedback. A search
history is a list of websites that a person has gone to recently.

Let's think of an example. Pretend you have been looking to buy a new car, you spend the day looking at different
car company's websites, you do a Google search on new cars, then you decide to take a break, and go to a clothing
website on Facebook. You see advertisements for cars on the sides of the websites you're looking at. The car
websites you looked at in the Google search you did influenced what ads you see later on these other websites. In
addition to using search histories, online advertisers can also use customer feedback.

Customer feedback is Information that customers give to a company about a product. In other words, customers
state what they like or do not like about a product. There are several different ways that customers can give
customer feedback. Many times, customers are asked to give a certain number of stars to represent how much
they liked the product. The more stars, the better. Customers can often type their thoughts about the products as
well.

A newer and very popular way for customers to give feedback is through social media. Many companies now
create a social media site to advertise their products and services. On such sites, advertisers can post information,
pictures and short videos about the product. Customers can show that they like a product or company by clicking
on a like button or sharing the page with their friends. They can also type in comments they have, both positive
and negative.

Customer feedback is helpful to advertisers because if the feedback is good, the company can use those comments
to advertise the product. If the feedback is not very good the company can use those comments to improve the
product. It makes you as the consumer an active participant in the advertising process. In other words, you help
advertisers make decisions about their products and what to include in their ads. Feedback is also good for you the
consumer.

You also can use another customer feedback to help you make your own decisions about what products or services
to buy. To summarize, the two features that are unique to advertising online are search histories and customer

17
feedback. Your search history influences what ads you see when you are online. Customer feedback allows you to
explain your experience with the product. It also helps you make decisions about what products or services to buy.
In the next video we'll put together everything we've learned in this unit to answer the five questions we must ask
ourselves when analyzing media messages including advertisements.

18
QUIZ 2: FEATURES OF ADVERTISING

>>>> Please note that this quiz can only be completed in Canvas. <<<<

19
OPTIONAL READING PRACTICE: "INTERNET ADS OUTPACE
PRINT FOR FIRST TIME"
Instructions: All questions in this quiz refer to the reading, "Internet Ads outpace Print for First Time." You are
allowed to refer to this reading as you answer these questions.

You can open the reading in another browser window by clicking here.

"Email Newsletter Marketing" by Muhammad Ribkhan via Pixabay is licensed under Pixabay Licensing

In 2010, for the first time ever, U.S. companies spent more money on advertisements online than in newspapers.

eMarketer is a market research company. It estimated that online ads made about $26 billion in 2010 in the United
States. In comparison, companies spent less than $23 billion on advertising in newspapers.

Spending on online ads had been rising for years. People do not get their news from newspapers or television as
much as before. Instead, they are getting their news and entertainment online. eMarketer predicts that the gap
between newspapers and Internet advertising will only grow.

A New World for Advertising

Advertising costs are based on the number of newspaper readers. The fewer people reading a newspaper, the less
money the newspaper will get from advertisers.

Newspapers also earn money from online advertising. They received 7.8 percent more money from online
advertising in 2010. But the decline in print advertising was so much larger. in total advertising, eMarketer said
newspapers lost nearly 7 percent in 2010.

Advertising Age is a magazine that writes about the ad business. It said this is a new world for advertising.
Newspapers used to have the second-largest number of ads. Now the Internet does. Television is still the first.

Glossary

a comparison (n) - an evaluation of the similarities or differences between two things

entertainment (n) - an activity designed to give pleasure, relaxation, or enjoyment to a person or a group of people
a gap (n) - an opening or space between two things

>>>> Please note that this quiz can only be completed in Canvas. <<<<

20
LANGUAGE FOCUS: INTENSIFIERS (NORMAL VS. STRONG
ADJECTIVES)

Untitled Image by 200degrees via Pixabay is licensed under Pixabay license

[Video available online for viewing. Script below.]

Hello. In this video, we will discuss what an intensifier is and how to use intensifiers. Intensifiers are words that are
used to make adjectives stronger Remember, an adjective is a word that describes a noun or pronoun such as
excited, smart or interesting. If we want to make one of those adjectives stronger, we would add an intensifier
such as very, really or extremely. For example, we might say that someone is very excited or really smart or
extremely interesting. Other common intensifiers include incredibly, exceptionally, particularly, unusually and
amazingly.

Now, let's look at the form of intensifiers. Almost all of the time, an intensifier comes before an adjective. Think
about the examples we just said, very came before excited and really came before smart. However, the word
enough is an intensifier that follows an irregular form. The intensifier enough comes after the adjective. For
example, we might say he is strong enough to carry the heavy box or she's old enough to drive a car. We would not
say, he is enough strong, or she is enough old. Now, let's look at the two most common intensifiers, very and
really.

The word really can be used to describe almost any adjective. For example, pretend you want to describe how
angry you are feeling. You might say that you are really angry. In this case, you could say that you are very angry.
While the word very can be used in this case, you need to be a little more careful when using it because you
cannot use very with a certain group of adjectives called strong adjectives.

Strong adjectives include words like enormous, tiny, amazing, and awful. Enormous means very big, tiny means
very small, amazing means very good and awful means very bad. These words have the intensifier very in their
definition already. Therefore, you must be careful to not use very as an intensifier as well. Instead, you should
choose another intensifier such as absolutely, extremely, particularly and really.

Let's think back to the example we just described. Let's instead use the word furious to describe how are you
feeling. We might say that you are really furious, but would we say you are very furious? Furious is a strong
adjective because it means very angry. Therefore, when we describe how are you feeling, we would not say that
you are very furious. Instead, we might say that you are extremely furious or absolutely furious.

So, let's summarize the key points from this video. Intensifiers are words that make adjectives stronger. Intensifiers
usually come before an adjective, except in the case of the word enough which comes after the adjective. Strong
adjectives have the word very in the definition. Therefore, be careful not to use the intensifier very with those
words. Next, you will play a game in which you practice using intensifiers by choosing the correct one for the
sentence.

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Intensifiers are words that are used to make adjectives stronger. Remember, an adjective is a word that describes
a noun or pronoun. For example, happy, smart, and interesting are all adjectives.

If we wanted to make one of those adjectives stronger, we would add an intensifier such as very, really, or
extremely. For example, we might say that someone is very happy or really smart or extremely interesting. Other
common intensifiers include incredibly, exceptionally, particularly, unusually, and amazingly.

Regular Form: intensifier + adjective

intensifier + adjective
very happy
really smart
extremely interesting

Almost all of the time, an intensifier comes before an adjective. Think about the examples above, very came before
excited and really came before smart.

Irregular From: adjective + enough

This work is a derivative of untitled images by Skeeze, Pixabay, licensed under CC BY 4.0. This derivative is licensed under CC BY 4.0 by FHI 360
for use in the OPEN Program, sponsored by the U.S. Department of State with funding provided by the U.S. government and administered by
FHI 360.

The word enough is an intensifier that follows an irregular form. The intensifier enough comes after the adjective.
For example, we might say:

She is strong enough to carry the heavy box.

I am old enough to drive a car.

We would not say, she is enough strong or I am enough old.

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Really vs. Very
The word really can be used to describe almost any adjective. For example, pretend you want to describe how
angry you are feeling. You might say that you are really angry. In this case, you could say also that you are very
angry.

You cannot use very with strong adjectives.

Strong Adjectives
Strong adjectives include words like enormous, tiny, amazing, and awful. Enormous means very big, tiny means
very small, amazing means very good and awful means very bad. These words have the intensifier "very" in their
definition already. Therefore, you must be careful to not use very as an intensifier as well. Instead, you should
choose another intensifier such as absolutely, extremely, particularly and really.

Let's think back to the example we just described. Let's instead use the word furious to describe how are you
feeling. We might say that you are really furious, but would we say you are very furious?

Furious is a strong adjective because it means very angry. Therefore, when we describe how are you feeling, we
would not say that you are very furious. Instead, we might say that you are extremely furious or absolutely furious.
So, to sum this lesson up:

• Intensifiers are words that make adjectives stronger

• Intensifiers usually come before an adjective, except in the case of the word enough which comes after
the adjective.
• Strong adjectives have the word very in the definition. Therefore, be careful not to use the intensifier very
with those words.

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QUIZ 3: DESCRIPTIVE LANGUAGE IN USE

This is a short, graded quiz that will test your knowledge of intensifiers. You must score at least 70% in order to pass
the module.

>>>> Please note that this quiz can only be completed in Canvas. <<<<

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ANALYZING ADVERTISING

Untitled Image by 200degrees via Pixabay is licensed under Pixabay license

[Video available online for viewing. Script below.]

Hello, in this video, we will use what we have learn throughout this unit to respond to the five questions we must
ask ourselves when analyzing media messages including advertisements. As a reminder, the five questions we
should ask ourselves are, who created the message that is being sent? What techniques were used to attract my
attention? How might other people understand or interpret this message differently from me? What points of
view and values are included or omitted from this message? Why was this message sent?

Let's start with question one, who created the message that is being sent? In other words, who creates
advertisements? The company that wants to sell the product or service in the advertisement created the ad. While
analyzing an ad, first look for the name of the company. Do you know anything about this company already? Does
the company sell other products? Is the company known for selling good quality products?

Let's move to question two. What techniques do they used to attract your attention? As we mentioned, it depends
on the type of ad. Print ads use different colors, images, their logo, and slogan to attract people's attention. Radio
ads use music, different voices, sound effects and jingles. Television advertisements use the features of a print ad
and the features of a radio ad.

In addition, TV ads also use videos to tell us a story. Online advertisements may use many
of those different techniques. Online ads can also use customer feedback to attract our attention. Let's look at
questions three and four. How might other people understand or interpret this message differently from me?
What points of view and values are included or omitted from this message? To answer these questions, think back
to when we discussed target audiences.

Advertisers are constantly thinking about who is likely to buy their product. They make decisions based on their
target audience. Advertisers choose what people, information, values, and points of view, are represented in an
ad.

Finally, the last question asks us, why was this message sent? Remember, advertisements are created for two
reasons. First, to inform consumers about the product, and second, to try to convince them to buy it. Because they
are trying to sell something, advertisers often include exaggerations or leave out some information.

To summarize, asking yourself all five of these questions when you see an ad, will help you to analyze it. Analyzing
advertisements is important in helping you understand the information you are seeing, so you can make good,
informed decisions as a consumer. In this video, we have seen how the five questions used to analyze media
messages apply to advertisements. Next, you'll complete an assessment in which you need to describe and analyze
your own advertisement using these questions.

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OPTIONAL READING PRACTICE: "ADVERTISERS JOIN THE
SEARCH FOR FRIENDS ONLINE"

All questions in this quiz refer to the reading, "Advertisers Join the Search for Friends Online". You are allowed to
refer to this reading as you answer these questions.

What techniques do advertisers use to target audiences online?

"Casual Addiction" by Rawpixel via Pixabay is licensed under Pixabay Licensing

Walk down a street in Singapore, a country in Southeast Asia, and you will see a lot of young people glued to their
smartphones. They're sending tweets and text messages. Some are even using Facebook to tell the world their
exact location.

Tod Gimbel works in advertising at Levi Strauss & Company. The company makes jeans and other clothing.

He notices how the young generation is always connected online. Levi's should be connected to them, he thought.

This past August, Levi Strauss released its new Denizen line of clothing in Asia.
Usually, beautiful models will show off the newest Levi's clothes. Instead, Levi's chose 10 young people from Hong
Kong, Singapore, Korea, and India.

These young people are masters of social media, like Facebook.

The Buzz-Makers
Bright is a writer, salsa dancer, and blogger from Bangalore, India. Levi's found her, she says.
Bright now spends a part of her day answering questions and talking about Levi's clothes online.
Her friends are asking her more about the clothes and where to get them, she says.
"I think they respect my opinion about things and products," she said.

Risk Versus Reward

Levi's gives free clothes to its young social media team. The young bloggers post about Levi's clothes once per day.

Levi's still makes commercials for TV. The company also advertises in magazines. Those cost more money for the
company.

It doesn't cost much to use social media.

Still, promoting Levi's on Facebook is working. It might even work better than TV commercials.
Fewer people are watching TV, says David Michael. He's a scientist who studies how people use the Internet.
People do not trust advertisements, he says.

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More people are using social media than ever. In China, more than 100 million people are using social media.
Facebook is also getting more popular in Indonesia and India.
More people around the world are now getting smartphones, says Michael. They are on the Internet more.

Signs Of Success
More companies are using social media to talk about their products. One such company is Procter and Gamble. It
makes the body wash and deodorant Old Spice for men.
Old Spice asked people online to send in questions. The company's humorous spokesperson, Isaiah Mustafa,
answered the questions on YouTube.

The company says 1.5 billion people have now seen this advertisement. The company's sales have increased. Old
Spice is now the No. 1 body wash in the United States.
Mike Norton works for Procter and Gamble. The advertisement was entertaining, he says. It made people think
about Old Spice differently.

It was very different from the old advertisements. Before, people just watched advertisements on TV. Now, they
are talking to and interacting with the company.

Tapping Into Passion

Will social media advertising get popular around the world? Maybe, says Brian Sheehan. He teaches classes about
advertising at a college.

Sheehan has worked in many different countries. Every nation has different customs, he says. Companies need to
send different messages to connect to the different people in each country.

Hitting Home
Levi Strauss thinks that Facebook can act as a bridge. It connects the company to people who might not have
thought of Levi's before.

Levi's asked Yinou Wang to talk about its Denizen line of clothing on social media. Yinou is from China, but she is
living in Singapore.

She says she likes Levi's clothes, and her friends in China do, too.

Glossary
jeans (n) - durable pants made of cotton, typically blue
salsa (n) - a spicy sauce combining tomatoes, onions, hot peppers, and cilantro
a blogger (n) - a contributor to a blog or online journal
humorous (adj) - funny
spokesperson (n) - someone who speaks for an organization or group of people

>>>> Please note that this quiz can only be completed in Canvas. <<<<

27
OPTIONAL DISCUSSION: THE ETHICS OF SOCIAL MEDIA
ADVERTISING

In the article, "Advertisers Join Search for Friends Online", we read about social media influencers, people who
recommend or promote products on their social media accounts. Influencers are often paid to promote products.
In the USA, social media influencers must inform their audience when a post is a paid promotion. For example,
they might include the hashtag #ad or #sponsored in their caption. If the influencer does not share that their post
is a paid promotion, they and the company may have to pay a fine.

What do you think? Should influencers and advertisers be required to inform their audience when they post
sponsored content?

>>>> Please note that this discussion can only be completed in Canvas. <<<<

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MODULE THREE CHECK
Please answer one question to verify that you have completed all the activities in Module 3. You must choose
"yes" in order to move on in the course. This quiz will count as 1 point toward your grade.

>>>> This is the end of Module 3 <<<<

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