Advertising and the mass media
Having the power to deliver information to large audiences at the same time, the mass media have
naturally become ideal tools for advertising. This huge industry has reached and dominated almost all
types of the mass media. Advertisements are everywhere, from broadcast media (the radio, television
and films), Internet media (email, websites and blogs), print media (newspapers, magazines, books and
comics), outdoor media (billboards, signs and placards) to digital media, which include Internet and
mobile devices.
Advertising is beneficial to the mass media too. Companies and businesses are willing to spend millions,
even billions of dollars, to influence customers' attitudes towards their ideas, services and products.
Their advanced advertising methods and techniques are successful in persuading customers of all ages
and genders, and turning luxuries into necessities. Because of the easy access to all forms of the media,
information can reach every corner of the world instantly and cost-effectively. In addition, all media
channels m. receive huge sums of money from advertisers, which allows them to make better and more
interesting programmes and services for a large number of people worldwide.
2 Read the text again and answer the questions.
1. Why have the mass media naturally become ideal tools for advertising?
2. What are some kinds of advertisements?
3. Why are companies and businesses willing to spend money on advertising?
4. How do advertisers persuade customers?
5. What does the easy access to the media offer advertising?
6. How beneficial is advertising to the mass media?
Hướng dẫn:
Đọc bài lại lần nữa và trả lời các câu hỏi
1. Because they have the power to deliver information to large audiences at the same time.
2. They are broadcast media, Internet media, print media, outdoor media and digital media.
3. They want to influence customers'attitudes towards their ideas, services and products.
4. They use (all forms of media and) advanced advertising methods and techniques.
5. Information can reach every corner of the world instantly and cost-effectively.
6. Huge sums of money from advertisers allow media channels to make better and more interesting
programmes and services for a large number of people worldwide.
3 Work with a partner. Choose one idea (or use your own ideas) and make a conversation about
social networking in schools.
Làm việc cùng một người bạn. Chọn một ý tưởng (hoặc sử dụng những ý tưởng của riêng bạn) và thực
hiện một cuộc trò chuyện về mạng xã hội trong trường học.
4 Listen to a talk about how to maintain cultural identity abroad. Decide whether the following
statements are true (T), false (F), or not given (NG). (Nghe một cuộc nói chuyện về làm thế nào để
duy trì bản sắc văn hóa nước ngoài. Quyết định xem các nhận định sau đây là đúng (T), sai (F), hoặc
không xác định (NG).)