THUONGMAI UNIVERSITY

DISCUSSION
ENGLISH FOR SPECIAL PURPOSES

Topic:
Advertising: Comparisons between the old thinking and
the new thinking

Instructor: Vu Thi Thanh Hoa

Class code section: 2326ENTI1012
Team number: 2
 Table of Contents
I. Introduction................................................................................................................. 1
II. Advertising: Comparisons between the old thinking and the new thinking...........2
1. The way to convey the message to the audience...................................................2
1.1. The old thinking...............................................................................................2
1.2. The new thinking..............................................................................................2
2. The medium used to communicate with the audience..........................................3
3. Modern ads always use different types of genres and forms of expression to
impress people watching them.....................................................................................4
3.1. New forms and types of advertising................................................................4
3.2. Advantages and disadvantages of humor in advertising...............................5
3.3. The old ads are always explaining a typical story of everyday life to
introduce their products...........................................................................................6
4. Different in several aspects....................................................................................7
4.1. Advertising message.........................................................................................7
4.2. Advertising colors............................................................................................7
4.3. Writing in Advertising.....................................................................................8
4.4. Advertising technology....................................................................................8
4.5. How ads are shown..........................................................................................8
5. Example: Old advertising.......................................................................................8
6. Example: Modern advertising...............................................................................9
III. Conclusion................................................................................................................ 11
I. Introduction
Advertising is a means of communication with the users of a product or service.
Advertisements are messages paid for by those who send them and are intended to inform
or influence people who receive them.
Advertising is always present, though people may not be aware of it. In today's
world, advertising uses every possible media to get its message through. It does this via
television, print (newspapers, magazines, journals etc), radio, press, internet, direct
selling, hoardings, mailers, contests, sponsorships, posters, clothes, events, colors, sounds,
visuals, and even people (endorsements).
Advertising is a powerful tool that can help you attract customers, inform them
about your products and build customer trust. Most companies use some type of
advertisement to help them promote their products or services. Understanding what
advertising is and why it's important for organizations to use it can help you develop
effective ads for your company.

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II. Advertising: Comparisons between the old thinking and the new thinking.
1. The way to convey the message to the audience
1.1. The old thinking
The old thinking of advertising was heavily focused on traditional media such as
TV, radio, print, and outdoor advertising. It relied on interrupting consumers to deliver a
brand message to them. The approach was pushy and one-way, with advertisers
controlling the message and consumer behavior.
First of all, the old thinking of advertising want you to focus on the product by
pitching the product features and benefits. It means that the company will list for you
what is in the product, how good it could be and try to figure out if customers (or
prospective customers) value their product and might want to buy. That is not infective
way to advertise when they already narrow their circle of customer for who only need ther
product and it’s causing a lacks executive support to drive the desired change and
employees are not motivated to be customer-focused. They only sale what they have and
not get attention on what people need.
Additionally, the old thinking prioritized short-term sales over long-term brand
building. Brands were more focused on immediate conversions and getting people to
make a purchase rather than building a relationship with customers and creating brand
loyalty which make them always have to find new customers.
Overall, the old thinking of advertising was limited in its approach and did not take
advantage of the potential of digital media and personalized marketing. Today's
advertising landscape is more focused on engagement, authenticity, building relationships
with customers, and delivering personalized experiences.
1.2. The new thinking
One of the main differences between modern ads and old ads is the way it conveys
the messages to the audience.
Communication messages in modern ads positively change customers' perceptions,
feelings, and behaviors toward the brand. Any business wants its brand to be imprinted in
customers' minds, in addition to the emotional factor, they can also create a competitive
advantage over competitors.
All modern ads just reflect the experience of using a product to motivate customers
to buy the product. They engage with their customers with a goal in mind, whether it's
creating awareness for their product, increasing sales, nurturing loyalty, or seeking
feedback to improve their product. Although communication with their target audience is

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an ongoing dialogue, they don’t chat just for the sake of it. They try to maintain an
optimal level of engagement and focus on building relationships, and along the journey
share their expertise, ways they address their pain, or how they can help them do better.
For example, modern ads about toothpaste, do not list their product features or
specifications. Nowadays, all people know about the characteristics of good toothpaste.
So, they just talk about your feeling when you use their products. In short, modern ads
encourage the audience to experience the product indirectly.
So if you want to convey the message in the best way, you should probably take a
page out of the cause-based marketing book and think about your “why” before you try to
sell your “what.”
2. The medium used to communicate with the audience
Old thinking about the medium used to communicate with audiences in advertising
focused on traditional mediums such as television, print media, and radio. The idea was to
reach a broad audience and deliver a message through mass media. The focus was on
creating catchy slogans, memorable jingles, and visually appealing ads that would stick in
people's minds.
New thinking about the medium used to communicate with audiences in
advertising recognizes the importance of targeted advertising and the need to reach
audiences through multiple channels. The rise of digital media has provided advertisers
with a range of new platforms and tools to reach audiences, including social media
advertising, search engine advertising, and mobile advertising.
New thinking is also focused on personalization and interactivity. Advertisers are
using data and technology to create targeted ads that are tailored to individuals based on
their interests, behaviors, and demographics. This allows for more effective targeting and
can lead to higher engagement rates.
Another aspect of new thinking is the use of storytelling and emotional connection
in advertising. Brands are creating ads that tell a story and evoke emotions in viewers,
rather than simply delivering a message or promoting a product. This can create a deeper
connection between the brand and the audience and can lead to increased loyalty and
brand advocacy.
In summary, old thinking about the medium used to communicate with audiences
in advertising was focused on traditional mass media, while new thinking recognizes the
importance of targeted, personalized, and interactive advertising that creates emotional
connections with audiences.

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 3. Modern ads always use different types of genres and forms of expression to
impress people watching them
3.1. New forms and types of advertising
Advertising helps companies reach audiences and drive new business. Advertising
is a primary component of an effective marketing strategy. It can take many different
forms, from print advertising in magazines and newspapers to television and radio
advertisements and outdoor advertising, such as billboards. Technology increased the
advertising mediums available to companies to reach their target markets. Newer forms of
advertising include email marketing, social media ads, and digital advertising on search
engines.
– Display advertising: With this digital marketing strategy, companies create pop-up
ads and banner ads on websites to reach new audiences. These ads feature a clear call to
action that prompts users to click through to your website. After a user clicks the digital
ad, you can utilize remarketing or retargeting tactics to continue to reach the customer
with future advertising efforts.
– Mobile advertising: Any mobile device with internet connectivity, such as a
smartphone or tablet, is a conduit for mobile advertising, allowing you to reach potential
customers through digital advertising methods on apps.
– Native advertising: To employ this digital advertising technique, companies create
sponsored articles that resemble other forms of content on a website. Native advertising
appears within the flow of regular content on a site, downplaying its very nature as an ad.
Advertisers and the websites that host native ads find this approach effective, as it allows
for a more intuitive experience for users and avoids breaking up the flow of content with
display ads.
– Paid search advertising: Also known as pay-per-click or PPC advertising, paid
search advertising is a form of digital advertising that allows companies to bid on specific
keywords relevant to their goods and services. Search engines then connect users to the
advertising whenever they look for these words on search engines. This paid tactic
complements organic search engine optimization (SEO) efforts.
– Podcast advertising: Podcasts can help you reach a more targeted audience than
advertising on radio stations. Podcast hosts typically read the ad copy, which often
includes a discount for potential customers who hear the podcast.
– Social media advertising: Social media platforms gather demographic information
that lets advertisers target specific audiences, allowing you to create cost-effective ad

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campaigns. You can also tap the online following of social media celebrities through
influencer ads.
– Video advertising: You can reach audiences on social media sites or streaming
platforms with dynamic, engaging video ads. Some sites require users to play video ads
before watching or engaging with other content, guaranteeing a certain number of views
per ad.
3.2. Advantages and disadvantages of humor in advertising
Humor grabs our attention, and that's why it's often used in advertising. With
people constantly using smartphones or distracted by conversation with others, TV
advertisers have turned to humor with more frequency to catch the attention of
consumers. Once the consumer is watching, the hope is that he or she enjoys the humor
and remembers the product in the future.
Advantages:
Using humor in advertising campaigns has several benefits. It can work as a
distraction, a cognitive challenge, and an intriguing element. Below we will look at some
of the most common types of humorous advertising strategies and their potential for
virality.
– Attention grabbing: a great campaign not only sells your brand and ideas, it sets the
tone of your company in a memorable way. After grabbing the consumer’s attention, it
plants a seed that will stick with them through their entire buyer’s journey.
– Humor in advertising is linked to higher recall: A connection becomes even
stronger when we also experience an emotional reaction to what is engaging us. The less
control we have over that reaction means the more impactful it will be. If you make them
laugh, they will no doubt remember you.
– Increase customers’ loyalty: By making your fans feel good, you’ll eventually
make them feel like they can trust you. Generally, we either like or dislike something.
When we do like it, we tend to choose it over any other options.
– Help brands to stand out from their competitors: The primary benefit of humor is
its ability to engage customers. When used correctly, humor evokes strong emotional
reactions and strengthens brand recognition. It also stimulates memory parts in the brain.
When analyzing data, humor makes a lasting impression. This is great for viral marketing.
Disadvantages:

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 – Risk of offending your audience: Using humor in advertising campaigns can be a
dangerous gamble. If your target audience does not appreciate the irony of your jokes,
you may end up alienating them.
– Insensitive and mean- spirited when used in excess: The use of humor on social
media is a great way to engage with your audience and attract attention but should not be
used for just any situation. If you’re targeting consumers with a more serious social issue,
you should switch your tone to demonstrate empathy and understanding with your
content. Humor can be a great tool in social media, but don’t overdo it, as it can make
your company look insensitive and mean spirited when used in excess.
– Damage to your brand’s reputation: Although using humor can increase brand
awareness, if it is not properly used, it can cause damage to your brand’s reputation.
While it can both draw attention and create a positive memory, if your target audience
finds your ads offensive, it may be time to reconsider your strategy. The best use of
humor in advertising campaigns is when the jokes relate to the advertised product or
theme.
– If you don’t fully understand the joke you’re posting, it can backlash. There are
brands who try to be funny without understanding what they’re actually posting. Instead
of capturing the joke’s message and modifying its context for a specific audience, plenty
of marketers use unfiltered jokes that aren’t truly relevant to the audience who’s
consuming them.
3.3. The old ads are always explaining a typical story of everyday life to
introduce their products
Storytelling ads passively develop the strength of emotional connection in
advertising. These storylines are basically emphasizing ones like “dramatic story,”
“powerful history,” “love the storyline” and “tells a meaningful story”. Companies use
storytelling marketing as a means of using a narrative to communicate a message to
people.
Companies started creating storytelling ads by casting people who looked like
those they were marketing their products to in settings that were familiar to them. It may
seem simple to tell a story around a brand, but there’s an art to crafting compelling
narrative ads in the short time of 15 – 120 seconds. First and foremost, good storytelling
creates memorable and personalized experiences for viewers. These brief experiences
have the power to influence our thoughts, feelings, and decisions. Top 3 reasons
storytelling ads work:

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 – Storytelling creates emotions: These short ads are designed to tug emotionally on
their audience. Why? Because emotions make us take action. If we feel strongly about
something it not only sticks with us but it’s more likely to affect our decision-making, as
noted above.
– Storytelling ads are relatable: A good ad typically has a “they understand me”
effect. Often, these stories use relatable themes and motifs of our day-to-day experiences
based on what’s being promoted. Doing so in a way that shows us their products can
solve a problem or elevate our life in some way.
– Storytelling prompts a call to action: Advertisements that use storytelling work by
mainly focusing on the story itself and gently weaving the brand/messaging into the
story's plot. This technique veers away from giving the viewer lots of informational
material (i.e., infomercials, demos, etc.) and instead relies on our mores, common sense,
and human nature to get the message across. The message can consist of slogans, minimal
words, or none at all.
Storytelling advertising is not just limited to film; stories can be told in pictures,
verbally, or in written form. Because stories can help sellers achieve cut-through in a
marketplace in a way that could be: by design distracting, creating advertising that
resonates with people, and sticks to it.
4. Different in several aspects
4.1. Advertising message
This is the clearest difference between advertising thinking in the past and today.
Old advertising did not have the advantage of design technology, image printing,
so it often focused mainly on sentences. The messages used are mostly songs, proverbs,
rhymes to make the viewer easy to read and remember.
Advertising now prefers brevity, saving time for readers. Slogans or main
messages are usually limited to 7-10 words, even shorter. Because modern consumers
also do not have the patience to follow too long information, the high level of competition
makes businesses attract them in as few words as possible.
4.2. Advertising colors
The colors of old and present ads have also changed significantly.
Old advertising was mostly black and white (in newspapers, billboards,...). Later,
billboards in Saigon began to appear with more impressive and eye-catching colors. Most
of them are hot, striking tones.

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 Advertising now has a more diverse and harmonious use of colors. The color
palette is also somewhat richer, so the combination becomes impressive. However, many
businesses still aim for simplicity, not combining too many different colors, but often
choosing only 1 to 2 main tones.
4.3. Writing in advertising
The writing here is understood as the font in advertising past and present.
Old advertising often use stylized, aesthetically pleasing fonts, combining the use
of many different font styles to create accents.
Advertising now aims at simplicity when choosing simple font templates, less use
of italics, artistic letters to increase legibility for users.
4.4. Advertising technology
Advertising technology in the past and now it goes without saying that there is too
much change.
Old advertising mostly from images to writing was handmade, handwritten, hand-
drawn. Billboards are also painted and painted by designers themselves. Printing
technology at that time was quite rudimentary, often printing only small editions such as
leaflets and newspapers.
Advertising now is supported by technology, computer-based graphic design
creates accuracy, realism, and vividness. Besides, digital technology also makes
impressive TVCs and promotional videos.
4.5. How ads are shown
Today's advertising now coverage has been spread to every province. Ads appear
anywhere, anytime, in many different formats and ways of expression.
If old advertising used to be only seen on billboards and newspapers, today's
advertising medium is much richer. In addition to billboards, newspapers, it is the
appearance of advertising on buses, taxis, cars, led advertising screens, television ads,
online advertising…
 Thus, it can be seen that, although there are differences between advertising in the
past and now, they all bring effectiveness in accordance with each development trend at
each stage. Advertisers always know how to be creative to meet the tastes of customers
from time to time.
5. Example: Old advertising

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 A prime example of the old way of thinking is Nokia. For many years, Nokia has
been an icon in the mobile industry. In just two decades, the Finnish company created and
dominated the global mobile industry with a 40% market share at its peak.
However, at the present time, this brand is gradually being forgotten for two main
reasons:
Firstly, Nokia has prioritized building short-term rather than long-term strategies.
In a short-term business strategy, Nokia has tried to sell as many phones as possible by
combining new technologies such as cameras with the idea of creating products aimed at
specific users such as individual users. This also led the company to devise a strategy to
segment the market according to user preferences in the hope of driving further growth in
the phone business. In the beginning, this strategy worked because it made it possible for
users to always find a phone that was right for them. However, over time, unclear market
segmentation has led Nokia to create many products that are not significantly different
from each other.
Secondly, they sell what they have or what the customer needs. Nokia focuses a lot
of manpower and money on developing hardware instead of software. That makes when
other brands like Samsung, and Apple… offer mobile devices that are more convenient
and applicative, Nokia has completely failed.
All those old ways of thinking have caused Nokia – a powerful empire to
completely collapse before competitors joined after him.
6. Example: Modern advertising
Netflix is a leading company providing streaming entertainment services with 183
million paid users in over 190 countries watching TV series, documentaries, and feature
films in various genres and languages. But have you ever wondered why Netflix has
become such a presence in our lives and continues to be a giant in its industry? How does
Netflix advertise?
Netflix send emails for individual recipients.
Netflix excels in its newsletters as well. Rather than sending generic newsletters
with just the latest releases, the company puts significant effort into tailoring them to the
individual recipient. Netflix always avoids beginning their emails with a generic “Hello!”
Instead, they use the recipient’s first name whenever possible.
Netflix uses intelligently Social Media.
Since social media is a hot favorite in recent years, Netflix’s social media team
uses it intelligently to grab attention and arouse curiosity. Their social media team does

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not even give money to sponsored posts. Still, instead, they create original and charming
posts to share, which are getting viral and widespread among social media users.
Thanks to Netflix’s social media strategy with a creative and strategic approach,
people are encouraged to talk about Netflix and the content below posts. Their social
media team asks questions and creates polls stimulating users or fans to continue the
casual conversation that places Netflix in trending topics.
Their team knows how to keep you engaged on Netflix with a personalized
interface. Another Netflix marketing strategy is to create surveys, ask engaging questions
and keep track of the responses they receive from their subscribers. Netflix uses these to
get people to start conversations with them. And to start casual discussions about a variety
of topics as well. Due to Netflix’s teasing and funny responses, they get more responses
to their polls and questions. Netflix’s advertising strategy encourages fans to continue the
conversation. Netflix is getting more visible as a result of this strategy.
In the mobile advertisement, Netflix captured the attention of viewers by creating a
super realistic advertising experience that was both haunting and adventurous. It
mimicked the fear that people experienced after watching an episode of the popular
techno-paranoia drama Black Mirror. The mobile screen of the viewers resembled a
broken piece of glass as though they were living in the show.

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III. Conclusion
In summary, we see that there is a clear difference between the old advertising
thinking and the new advertising thinking:
Old thinking ads were typically focused on pushing the product or service being
advertised to the consumer. They relied heavily on repetitive messaging and a one-size-
fits-all approach to appeal to the masses. The messaging often lacked creativity and
emotional appeal, and the goal was simply to generate as many sales as possible.
New thinking ads, on the other hand, focus on understanding the needs and wants
of the target audience and creating personalized, engaging content to connect with
consumers on an emotional level. They aim to tell a story and create a memorable
experience that resonates with the viewer. New thinking ads also take advantage of
emerging technologies and platforms (such as social media) to reach consumers in new
and innovative ways. Overall, new thinking ads prioritize building relationships with
consumers over making quick sales.
In the above discussion we see that Old advertising thinking and new advertising
thinking both have their own advantages and limitations. However, with the rapid
development of technology and the changing market, new advertising thinking is
becoming more and more popular and accepted. It allows advertisers to create more
sophisticated, more effective advertising campaigns and attract more customers.
However, it's important to consider, combine, and apply the right levels of old and new
advertising thinking to get the best results in your advertising campaign.

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STT Họ và tên Mã sinh viên Công việc Đánh giá

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