Advertising Slang & Jargon: That Spot Has a Catchy Jingle!
Basic expressions introduced:
Match the pix and the corresponding expressions:
Dialogue (BS1-Disc2: Tracks 8-9):
Kirk: We need to create a hard-hitting advertisement for our books that will really pull. Maybe we can run an ad
in all the newspapers or send out circulars – something that’s a real eye-catcher. Direct response could be very
effective since we have a mailing list of all our customers. We could even get on the phone and cold call every
one of them!
Debbie: Personally, I think we should air a series of spots with a great jingle – something so catchy that everyone
will start talking about our products. Then we can let word-of-mouth do the rest!
Nancy: Do you want to do an infomercial? The hard-sell can be very effective!
Dialogue translated into standard English:
Kirk: We need to create an aggressive and powerful advertisement for our books that will really attract customers.
Maybe we can place an advertisement in all the newspapers or send out mailed advertisements – something that
really gets people’s attention. Advertisements sent directly to a potential customer to get a direct response could be
very effective since we have a mailing list of all our customers. We could even get on the phone and make
unsolicited sales call to every one of them!
Debbie: Personally, I think we should broadcast a series of TV or radio advertisements with a great melody –
something so memorable that everyone will start talking about our products. Then we can let people’s
discussions about it do the rest!
Nancy: Do you want to do an informational commercial? The aggressive and insistent advertising style can be
very effective!
Vocabulary (BS1-Disc2: Track 10):
air something (to) v. to broadcast something on television or radio (since tv and radio signals travel through the air).
Our new television commercial aired only once today and already our sales have doubled!
Our new television commercial was broadcast only once today and already our sales have doubled!
Synonym: run something (to) exp. to place something on television, radio or in print, whereas to air only applies to
television and radio.
Also: rerun n. rebroadcast of a TV or radio program.
Variation 1: go on the air to promote something (to) exp.
Variation 2: go on the airwaves to promote something (to) exp.
Variation 3: put something on the air (to) exp.
Variation 4: televise (to) v. to broadcast something on television.
catchy adj. said of something that catches people’s attention and is easily remembered.
Did you hear the new song that just came out on the radio yesterday? It’s great! The melody is so catchy.
I can’t get it out of my head!
Did you hear the new song that just came out on the radio yesterday? It’s great! The melody is so
memorable. I can’t get it out of my head!
Also: catch phrase exp. a phrase that gains wide popularity (by being used repeatedly in a commercial campaign, by a
famous person, or simply because it’s fun to say). NOW YOU DO IT. COMPLETE THE PHRASE ALOUD:
circular n. a mailed advertisement sent to many people at the same time (sent to a circle, or group, of people who all
have the same interest).
I just received a circular about brand new cars being sold for half the price as the ones being sold by the dealer!
I just received a mailed advertisement about brand new cars being sold for half the price as the ones being
sold by the dealer!
Synonym 1: flyer n.
Synonym 2: leaflet n.
cold call exp. an unsolicited telephone sales call or visit made to a potential customer in the hope of selling sg.
I made over one hundred cold calls today and only one person said he’d buy my product. Most people
wouldn’t even talk to me!
I made over one hundred unsolicited telephone sales calls today and only one person said he’d buy my
product. Most people wouldn’t even talk to me!
"real speak":
direct response exp. advertisements sent through the mail directly to the potential customer.
Since we have a list of all our previous customers, direct response may be more cost effective than paying
a lot of money to advertise in a newspaper.
Since we have a list of all our previous customers, an advertisement sent directly to the potential customer
may be more cost effective than paying a lot of money to advertise in a newspaper.
Synonym: direct mail exp. NOW YOU DO IT. COMPLETE THE PHRASE ALOUD:
eye-catcher n. any person or thing that attracts people’s attention or “catches their eye.”
Your company brochure is a real eye-catcher! It looks like you spent a lot of money on it. I’m sure it will
attract a lot of new sales.
Your company brochure is really attractive! It looks like you spent a lot of money on it. I’m sure it will
attract a lot of new sales.
Variation: eye-catching adj. • That’s a very eye-catching dress; That’s a very attractive dress. NOW YOU DO IT.
COMPLETE THE PHRASE ALOUD:
hard-hitting adj. aggressive and persuasive.
Of all the commercials I’ve seen on television, the one advertising milk products is the most hard-hitting.
It really gets your attention!
Of all the commercials I’ve seen on television, the one advertising milk products is the most persuasive.
It really gets your attention!
Note: When used to describe a salesperson, the connotation is often derogatory. A hard-hitting salesperson describes
someone who is “aggressive, insistent and invasive.” NO
W YOU DO IT. COMPLETE THE PHRASE ALOUD:
hard-sell n. a forceful and overly aggressive style to sell something that uses exaggerated claims.
I hate going shopping for cars. Those salespeople always do a hard-sell which I hate!
I hate going shopping for cars. Those salespeople always use a forceful and aggressive style which I hate!
Variation: hard-sell (to) v. to sell something by using a forceful and aggressive style
• I hate when salespeople try to hard-sell me; I hate when salespeople try to get me to buy something by being
forceful and aggressive.
Antonym: soft-sell n. NOW YOU DO IT. COMPLETE THE PHRASE ALOUD:
infomercial n. (a combination of information and commercial) a television program that is actually an extended
commercial often including a discussion and demonstration of a product.
I bought a fantastic exercise machine that I saw on an infomercial because it looked so easy to use.
I bought a fantastic exercise machine that I saw on an informational commercial because it looked so easy to
use.
jingle n. a short, simple and easy-to-remember melody (usually with words containing the product name) used in TV
or radio commercials.
A good jingle is one that’s so easy to remember that you can never get the name of the product out of your head.
A good commercial melody is one that’s so easy to remember that you can never get the name of the product out
of your head. "real speak":
run an ad (to) exp. to place an advertisement (on television, radio, or in print).
We need to find a new office manager. Why don’t we run an ad in the local newspaper?
We need to find a new office manager. Why don’t we place an advertisement in the local newspaper?
Synonym: to take out an ad exp. (which is ironic since you’re actually putting an ad in the newspaper!)
spot n. television or radio commercial.
I just got hired to be one of the principal actors in a television spot! We’re going to be advertising clothing.
I just got hired to be one of the principal actors in a television commercial! We’re going to be advertising
clothing.
Variation: commercial spot n.
word-of-mouth exp. information spread through conversation rather than through advertising.
I’ve never seen any commercials for this product. I heard about it through word-of-mouth.
I’ve never seen any commercials for this product. I heard about it through conversations.
Variation: word-of-mouth advertising exp.
Complete the dialog by choosing the appropriate word from the list below (BS1-Disc2: Track 14).
Air
Call
Catchy
Circular
Eye
Joe:
Ron:
Hitting
Infomercials
Jingle
Mouth
Pull
Response
Running
Sell
Spot
I just got a real _________-catching __________ in the mail. Usually I hate direct ______________
advertising because it’s annoying, but at least it’s not as annoying as getting a cold __________.
Besides, in this case I really want what they’re advertising. It’s for a new CD player for half price! I
think they’re also _________________ an ad about it in the newspaper.
I just saw a hard-_______________ ________ on TV advertising the same CD player. They
probably _________ it a dozen times a day. It must really _________ well. First you hear this real
____________ ______________. I still can’t get it out of my head! Then you see the information
about the CD player being spread by word-of-________________. It’s not a hard ________ which I
really like. It’s nothing like one of those ______________________ where the hosts talk to you
forever about why you should buy their product.