Từ vựng – Topic 20: Advertising

Khi gặp phải chủ đề Advertising trong kì thi IELTS Speaking mà vốn từ vựng của bạn còn ít? Vậy phải làm sao đây? Dưới đây là một số từ vựng hay bạn có thể sử dụng khi gặp chủ đề Advertising.

Cùng tham khảo nhé!

Part 1

Giám khảo: Are there any TV channels in your country that don’t have adverts?
Loraine: No … they’re all commercial channels and show adverts all day long … too many really … and there’s also a lot of product placement going on … especially in soap operas where they place an item just behind the actors.

Giám khảo: Do you enjoy watching adverts on TV?
Karin: No … not really … I hate commercial breaks during a film … it really spoils the flow … and during prime time viewing they seem to squeeze even more ads in than usual … celebrity endorsements also get on my nerves … everyone knows they’re only doing it because they’re getting paid.

Giám khảo: What are the best ways for ordinary people to advertise something they want to sell in your country?
Marianne: The simplest way is to place an advert in something like the classified ads section of a local paper … or there’s the Internet of course … there are lots of sites like eBay where you can buy and sell things online.

Part 2

Describe an advert you once saw that was very effective. 

You should say

• where this advert appeared
• when you saw it
• what it was advertising
•  why you thought it was so effective.

Sample:

OK … well this was about 4 years ago … I was looking for some software to create videos … one day I got an email from a mailing list I’d signed up to … there was a link in it to a press release … a company had written something about a new product that was similar to what I was looking for … at the end of the press release there was a link to the sales page … I hadn’t heard of the company but I was interested and clicked the link to the ad …. what caught my attention immediately were the number of testimonials from people who had bought the software … I think testimonials are like the online equivalent of word of mouth advertising and are really persuasive … anyway … when I got to the bottom of the page there was a great big call to action button inviting me to buy … I was totally persuaded and ended up making a purchase … what made it so effective I think was the power of those testimonials … they’d been written by people very much like me … they’d had a need and the software had obviously turned out to be just what they were looking for … when you think that this was a newish company they wouldn’t have had any brand awareness at all  … they probably wouldn’t have had much of a budget for advertising … obviously you wouldn’t advertise a product like this through the mass media on TV … they probably didn’t even have an advertising agency to support them …and yet they’d managed to create a great deal of brand loyalty from previous customers … I think that was really effective.

Part 3

Giám khảo: What is it that makes an advert effective?
Spencer: Well … when a company launches a product they have to consider the Internet … especially how it can be used to spread the word on social media … so in this context a video that goes viral is probably the most effective type of advert you could make.

Giám khảo: What are the advantages to companies of advertising on the Internet rather than TV?
Stelios: I’d imagine the main advantage is you can reach your target audience much more effectively … if you bring out a niche product for example … or you have a tight advertising budget … you can advertise on particular sites that the people you want to reach visit … that’s not something you can do on TV.

Giám khảo: What things do advertising companies do that might give it a bad name?
Raol: For me the most irritating is cold calling … we must get two or three of these every day at work … then there’s junk mail that gets posted through the letterbox … and of course the online equivalent of this … spam emails … I think it’s this kind of advertising that tends to annoy people.

Glossary

• advertising agency: công ty quảng cáo
• advertising budget: tiền dành cho việc quảng cáo
• brand awareness: hiểu biết về thương hiệu
• brand loyalty: mức độ trung thành với một thương hiệu sản phẩm
• buy and sell: mua bán
  
• call to action: kêu gọi hành động
• celebrity endorsement: mời người nổi tiếng quảng cáo cho sản phẩm
• classified ads: giao vặt
• to cold call: gọi cho ai đó giới thiệu sản phẩm
• commercial break: thời gian dành cho quảng cáo giữa các chương trình truyền hình
• commercial channel: các kênh truyền thông
• to go viral: trở nên phổ biến trên mạng xã hội
• junk mail: thư rác
• to launch a product: giới thiệu một sản phẩm
• mailing list: danh sách thông tin khách hàng (công ty dùng để gửi thông tin và quảng cáo)
• mass media: phương tiện truyền thông đại chúng
• niche product: sản phẩm hướng tới một nhóm khách hàng nhất định
• to place an advert: đăng quảng cáo
• press release: tin bài
• prime time: giờ vàng (trên truyền hình)
• product placement: quảng cáo sản phẩm thông qua chương trình truyền hình hoặc phim
• sales page: trang bán hàng
• to show adverts: đăng quảng cáo trên TV
• social media: mạng xã hội.
• spam email: thư rác
• target audience: khách hàng tiềm năng
• word of mouth: đánh giá sản phẩm (thông qua truyền miệng)

(Nguồn: ieltspeaking.co.uk)