Buzz
1. Reference Lesson Number 4
I - THE ROLE AND GENERAL REQUIREMENTS OF ADVERTISING TEXTS
1. Advertising texts in daily life
1.1. An advertising text is a form of communication that provides information about a product or service with the intent to attract and persuade customers regarding its quality, benefits, and convenience... Advertising is very important in life, especially during the market economy era.
1.2. Read two advertising texts: Selling computers and H.D General Clinic (from SGK, pages 142, 143) and identify:
a. The two advertising texts are about:
- The product of computers: new, affordable, simple procedures.
- Medical services.
b. These types of texts are often found in commercial areas, hospitals, cultural centers, and economic zones....
c. Some similar texts include:
- Advertising for LG washing machines, air conditioners.
- Advertising for Traphaco pharmaceutical products.
- Advertising for Tuy-nen bricks.
- Advertising for high-quality private schools...
- Advertising for newly established amusement parks...
2. General requirements of advertising texts
a. Group discussion on the following topics:
- How are the advertising texts presented to be attractive?
The presentation needs to be aesthetically pleasing: using vibrant colors, visually appealing layouts, beautiful fonts with various styles and sizes. Key information should be emphasized using larger, bold fonts in the most striking colors...
- Comment on the choice of language and sentence structure in the advertising texts above (from section 1).
+ Language: it includes many adjectives describing qualities that create strong impressions (e.g., new machines, authentic brands, low interest rates, simple procedures... skilled professors, excellent doctors, modern equipment, precise, fast...).
+ Sentence structure: often uses special sentences that lack full components.
b. Review the advertising texts (1) and (2) from section 2 (SGK, page 143).
- Text (1) is intended to advertise a beverage product X (on TV).
+ Main information focus: beverage X.
+ While the information might seem unclear, this is a stylistic choice for an advertising approach that encourages curiosity, so the audience still understands the message.
- Both advertising texts serve to provoke curiosity, create a sense of humor, and leave a strong impression, making the audience feel entertained and intrigued.
However, neither of these texts follow any strict standards, making them difficult to be used as advertising templates.
- Mention some requirements of an advertising text.
+ Regarding the content: in one way or another, the content must be clear so that the audience can easily absorb the information.
- Regarding attractiveness: the presentation must be artistic, appealing to the visual or auditory senses of the audience, with a balanced, clever, and memorable approach that evokes pleasant feelings.
Regarding persuasiveness: the language must be moderate, precise, and capable of gaining the trust of the audience.
Part II
II - HOW TO WRITE ADVERTISING TEXTS
Task: Write an advertisement for organic vegetables.
1. Identify the key content for the advertisement
- Advantages of organic vegetables:
+ Organic vegetables ensure food safety, free from harmful chemicals, grown without growth stimulants, watered with clean water, and free from other toxic substances...
+ Organic vegetables come in various types, catering to the diverse preferences of consumers.
- Reasonable pricing, not much higher than other vegetable types.
2. Choose an advertising format
How to write: To write an advertising text, select a distinctive, impressive message that highlights the product or service's superiority. Present it using a deductive or comparative structure and employ assertive language.
Students may refer to the following advertisement:
Lan Huong Organic Vegetables: the safest food source.
Lan Huong Organic Vegetables: produced using advanced technology, ensuring hygiene and top-quality products.
Lan Huong Organic Vegetables – the trust of every household.
(Include illustrative images).
III - EXERCISES
Question 1 (page 145 SGK, Literature 10, Volume 2)
Analyze the conciseness, appeal, and psychological effect of the advertisement texts a, b, c (SGK, page 145).
a. Car advertisement
- Conciseness: The advertisement is short, only about 30 words, yet it still delivers all necessary information and persuades effectively.
- Appeal: The advertisement uses luxurious, captivating language, fitting the consumer psychology for this type of product (elegant, refined, powerful, alluring). These words are repeated twice to leave a lasting impression.
- Psychological effect: The advertisement stimulates the customer with dynamic terms like: luxurious, powerful, seductive...
b. Shower gel advertisement
- The advertisement is concise, providing information and appealing to customers in just a few lines.
- It is both attractive and evokes the psychological desire of buyers by creating a sensation of enjoying the alluring fragrance of the new shower gel.
c. Camera advertisement
This advertisement is extremely concise, but the brevity itself creates an impression of ease in using the automatic camera. This triggers a desire in tourists, many of whom are not familiar with photography techniques.
In summary: All three advertisements are very concise but cover the essential points, highlighting the outstanding qualities of the products.
Question 2 (page 145 SGK, Literature 10, Volume 2)
Example: Advertising a local specialty.
VAN DÌNH ROASTED DUCK
- Ducks raised naturally, no harmful growth stimulants.
- Delicious, nutritious, good for health.
- Prepared according to a 5-generation family recipe.
Vân Đình Roasted Duck – representing Hanoi's culinary tradition.
Contact: 0912 666 xxx – 30 De Street, Hanoi City.
2. Sample Composition 5
Part I
ROLE AND GENERAL REQUIREMENTS OF ADVERTISING TEXTS
2. General Requirements for Advertising Texts
a. Group discussion on the following content:
- How are the texts designed to make them appealing?
The design must have high aesthetics: using vibrant colors, attractive layout, well-arranged images, beautiful typography with varied fonts and sizes.
- Comment on the use of language and sentence structure in the above texts:
+ In terms of vocabulary: many adjectives that strongly emphasize quality...
+ In terms of sentences: Often using incomplete sentences.
b. Evaluate the advertisements (1) and (2) (Part 2, Textbook page 143)
- Text (1) is aimed at advertising the X beverage product (on TV).
+ The main focus: X beverage.
+ The information is somewhat unclear, lengthy, and does not highlight the product's advantages.
- Text (2) advertising whitening cream: overly exaggerated, unrealistic, using imprecise language that annoys and raises doubts among listeners about the product.
- Some key requirements for advertising texts:
+ In terms of content clarity
+ In terms of appeal
+ In terms of persuasion
Part II
HOW TO WRITE ADVERTISING TEXTS
Assignment: Write an advertisement for clean vegetables.
1. Define the basic content for the advertisement
- Advantages of clean vegetables:
+ Clean vegetables ensure food safety, free from harmful substances to health (no growth stimulants, watered with clean water, no toxic chemicals).
+ A variety of vegetables to satisfy buyers' needs.
+ Reasonable pricing, not much higher than other vegetables.
2. Choose the advertising format
- Writing style: To write an advertisement, choose unique, impressive content that highlights the product’s superiority, and present it using deductive or comparative styles, while using definitive language.
Suggested example:
SELLING CLEAN VEGETABLES
- Vegetables grown with Dutch technology, ensuring food safety, no growth stimulants, and no harmful chemicals.
- A wide variety, satisfying customer demands.
- Home delivery available for bulk orders at reasonable prices.
- Contact: LK Production Group, street ..., district ..., Da Lat city.
- Phone: 034320xxx
Practice
Question 1 (page 145, Textbook Grade 10, Volume 2)
a. Car advertisement
- Conciseness: The advertisement is short and to the point (only about 30 words), yet conveys all the necessary information and persuasive power.
- Appeal: The advertisement uses luxurious, enticing language that resonates with consumers of this product type.
- Psychological impact on the buyer.
b. Bath lotion advertisement
- The text is concise.
- The advertisement content is both attractive and psychologically stimulating, creating a refreshing feeling of enjoying the fragrant scent of the new bath lotion.
c. Camera advertisement
- This advertisement is extremely concise but unique, as its brevity creates a sense of ease in using the automatic camera.
Question 2 (page 145, Textbook Grade 10, Volume 2)
Suggested example:
Advertisement for a local specialty.
VAN DINH ROASTED DUCK
- Ducks raised at home, no harmful growth stimulants.
- Delicious, nutritious, good for health.
- Prepared according to a 5-generation family recipe.
Van Dinh Roasted Duck – a symbol of Hanoi cuisine.
Contact: 0912 666 xxx – 30 De Street, Hanoi City
3. Reference Work 1
I. The Role and General Requirements of Advertising Texts
1. Advertising Texts in Daily Life
a. Texts advertising the sale of computers and general healthcare services
b. These texts are commonly found on billboards, posters, newspapers, flyers, radio, and TV stations.
c. Some other examples include:
- Ads for mobile phones, motorcycles (new or used), cosmetics, etc.
- Ads for pharmaceutical products, beauty care services, etc.
2. General Requirements of Advertising Texts
a.
- To attract attention, these texts must be visually appealing: using vibrant colors, beautiful fonts, and eye-catching layouts. The most important information must be emphasized with larger, bold text in striking colors.
- Observing the language and sentence structure of these texts:
+ Language: uses many adjectives to strongly emphasize qualities that attract consumers.
+ Sentences: often use unusual sentence structures, sometimes incomplete.
b. Comments on Ads (1) and (2)
- Ad (1) for a beverage: too wordy, failing to highlight the product’s key advantages.
- Ad (2) for skin whitening cream: overly flattering, using imprecise language that may create skepticism about the product’s quality.
c. Some requirements for advertising texts:
- Content: clear and concise.
- Appeal: the layout should be simple, witty, and intelligent, leaving a strong impact and creating a pleasant feeling.
- Persuasiveness: use precise and standard language.
II. How to Write Advertising Texts
Write an ad for fresh vegetables:
SELLING FRESH VEGETABLES
- Grown using Dutch technology, ensuring food safety and hygiene. No growth enhancers, no harmful chemicals.
- A wide variety of products to meet customers’ needs.
- Home delivery available for large quantities at affordable prices.
Contact: Production team Y, Road…District…Hanoi.
Phone:….
III. Practice
Question 1 (Page 145, Literature 10, Volume 2):
- All three ads meet the requirements of good advertising, as they are concise yet cover all necessary information.
- Each ad highlights the outstanding qualities of its product.
+ The car ad emphasizes: luxury, elegance, power, allure, making readers see the car as a trustworthy companion.
+ The body lotion ad highlights: a fragrant floral scent, which is the secret to beauty.
+ The automatic camera ad emphasizes: smart and automatic features, convenience, and ease of use.
⇒ These three ads are brief, appealing, with carefully chosen words and flexible sentence structures that achieve high effectiveness.
Question 2 (Page 145, Literature 10, Volume 2):
Suggested responses:
- An ad for public transportation should highlight the bus’s benefits, such as: safety, avoiding stress, reducing pollution, cutting transportation costs, helping ease traffic congestion and accidents, etc.
- An ad for a football match should emphasize the importance of the game, the excitement of the gameplay, etc.
- An ad for a cultural night should mention the event’s purpose, the quality of selected performances, and the appearance of popular singers, etc.
- An ad for a tourist destination or a local specialty dish should highlight the unique beauty, historical and cultural significance of the location, and the special ingredients and flavors of the dish.
- An ad for a creative idea or a class bulletin should emphasize its practical applications, its unique features, and its content and format.
4. Example Composition 2
I. Role and General Requirements of Advertising Texts
1. Advertising texts in everyday life:
These texts advertise:
- Computing products (new genuine IBM devices, installment payments, simple procedures)
- Medical services (highly skilled doctors, modern equipment, quick service, reasonable prices)
b. Common types of texts found in shopping centers, product stores, hospitals, cultural centers…
c. Some similar texts include:
Pharmaceutical advertisements: medicines, health supplements
- Household product advertisements
- Cosmetic product advertisements
2. Requirements for writing advertisements:
- The text should be captivating, with a high aesthetic quality: various colors, attractive image layouts, beautiful fonts, and different font sizes…
- Review word usage and sentence structure:
+ Words: many terms that create a strong impression on the audience: genuine, low interest rates, simple procedures, expert, skilled doctor, modern equipment, fast, accurate…
+ Sentences: often use incomplete sentences with missing elements
b. Review of advertisements (1), (2)
+ Ad (1) beverage: two lines, fails to highlight the product's superiority
- Ad (2) whitening cream: exaggerated advertising, using too many words that cause doubts about product quality
c. Advertising writing requirements
- Content information: the information must be clear enough for the audience to easily understand and absorb
- Attractiveness: artistic presentation that appeals to the visual and auditory senses of the reader and listener
- Persuasiveness: precise language that convinces the audience
II. How to Write Advertisements
1. Determine the key content for the advertisement
2. Choose the advertising format
III. EXERCISES
Exercise 1 (page 145, Literature 10 textbook, volume 2):
All three texts mentioned meet the requirements: concise and complete content
- The advertisements emphasize the unique features of each product
+ Car advertisement: uses many adjectives to convey luxury, power, and appeal, fitting with the target audience's mindset. Repetition of key points creates impact.
+ Advantages of shower gel: The advertisement is engaging, creating a strong psychological effect that makes the customer want to experience the refreshing fragrance.
+ Camera advertisement: highlights the intelligence and automation, making the camera incredibly convenient and easy to use.
Exercise 2 (page 145, Literature 10 textbook, volume 2):
Write an advertisement for a scenic landmark:
TOURISM TRIP TO TRANG AN - NINH BINH
Alpha HN Travel & Service Co., Ltd.
Trang An is a scenic area recognized as a UNESCO World Heritage Site since 2013. The stunning limestone mountains, ancient caves, lakes, and mysterious swamps create an attractive destination for both domestic and international visitors.
Alpha Travel guarantees the best tour prices and quality for our esteemed customers! Trust is our priority!
5. Example Composition 3
Lesson Content
- Advertising text is a form of communication that convinces customers about the quality, benefits, and convenience of a product or service, encouraging them to purchase or use it.
- Advertising texts are brief, concise, and captivating, leaving a lasting impression that is both honest and respects the law and social customs.
- To write an effective advertisement, one must select unique content that emphasizes the product or service's advantages, presented using inductive methods, comparisons, and precise language.
I. Role and General Requirements of Advertising Texts
1. Advertising texts in everyday life
a. The provided texts advertise:
- Computer products.
- Medical services.
b. These types of texts are commonly seen in posters, billboards in public places such as shopping malls, hospitals, on TV, radio, newspapers, leaflets, etc.
c. Some similar types include advertisements for medicines, restaurants, and cosmetics.
2. General requirements for advertising texts
a. Group discussion on the content
- To be engaging, advertisements are presented: attractively, with images, concise and impactful language.
- Comments:
+ Word usage: brief, single-meaning, easy to understand
+ Sentence structure: often uses special sentences that are incomplete.
b. Advertisements that fail to meet the standards
+ Beverage advertisement: overly wordy, does not highlight the product's strengths.
+ Whitening cream advertisement: overhypes the product unrealistically, uses improper language that may lead to doubts about the product's quality.
- Some key requirements for advertising texts:
+ Content information: the information must be clear for the reader to easily understand and absorb.
+ Attractiveness: the design should be simple yet clever, creating a strong impression and a pleasant feeling.
+ Persuasiveness: language must be moderate, precise, and able to win the trust of the reader or viewer.
II. How to Write Advertising Texts
Assignment: Write an advertisement for fresh vegetables
FRESH VEGETABLES LAM AN
- Fresh Vegetables Lam An: the safest source of food.
- Fresh Vegetables Lam An: grown using Japanese technology, ensuring food safety, no growth stimulants, no harmful chemicals.
- Fresh Vegetables Lam An: a wide variety, meeting customer demands, home delivery in large quantities at reasonable prices.
- Contact: Lam An Production Team, street ..., district ..., city ...........
- Phone: ............................................................................
Fresh Vegetables Lam An - the trusted choice for every home
Guide for Writing the Lesson
Question 1 (page 145, Literature 10, Volume 2):
- Conciseness: all 3 advertisements are very brief but still provide the necessary information and persuasiveness.
- Attractiveness:
+ Car advertisement and shower gel advertisement: short, informative, and convincing
+ Camera advertisement: extremely concise, just one line
- Psychological impact on the buyer
+ Car advertisement: captivating language highlighting features like luxury, sophistication, power, and appeal that attract buyers.
+ Shower gel advertisement: evokes a refreshing feeling, as if experiencing the enticing fragrance of the product.
+ Camera advertisement: emphasizes the camera's superior features such as intelligence, automation, convenience, and ease of use.
Question 2 (page 145, Literature 10, Volume 2):
Refer to the following advertisement
BA VI MILK BISCUITS
- Ba Vi Milk Biscuits, from Ba Vi Joint Stock Company, warmly welcomes you!
- Ba Vi Milk Biscuits - "The 3-No Technology" NO OVERLY SWEET, NO FAT, NO PRESERVATIVES
- Ba Vi Milk Biscuits: nutritious for all ages
- Ba Vi Milk Biscuits: surprisingly affordable, with a variety of flavors and types.
BA VI MILK BISCUITS - THE GIFT OF NATURE AND HUMAN HANDS
