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Classical advertising remains a cornerstone of marketing strategy. It includes television commercials, radio ads, and print media. While some consider it outdated, statistics show that TV advertising still reaches 85% of people daily. The standardized format makes it easy for consumers to recognize and understand the message.

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Billboards continue to be effective in capturing attention in urban environments. They offer 24/7 visibility and can't be skipped or blocked. For instance, Times Square billboards generate approximately 1.5 million impressions daily. However, they can be costly and environmentally concerning due to energy consumption.

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Influencer Marketing: The New Word-of-Mouth

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Influencer Marketing: The New Word-of-Mouth

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Influencer marketing has revolutionized how brands reach audiences. Studies show 49% of consumers depend on influencer recommendations. For example, Gymshark's success largely came from strategic influencer partnerships. However, concerns about authenticity and disclosure requirements remain significant challenges.

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Product placement has evolved from obvious props to sophisticated storytelling elements. The James Bond franchise earned $100 million in product placement deals for 'Skyfall'. While effective, it raises questions about the blurring lines between entertainment and advertising.

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Obvious Product Placements That Made Movies Better

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Guerrilla Marketing: The Art of Surprise

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Guerrilla Marketing: The Art of Surprise

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Guerrilla marketing uses creative, unexpected strategies to capture attention. Red Bull's space jump campaign reached 52 million live viewers. While cost-effective, it requires careful planning to avoid legal issues and potential backlash.

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Responsible advertising prioritizes transparency and social impact. Patagonia's 'Don't Buy This Jacket' campaign demonstrated how brands can promote sustainability while maintaining commercial success. Such campaigns build long-term trust and brand loyalty.

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Misleading Advertising: A Growing Concern

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Misleading Advertising: A Growing Concern

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Misleading advertising remains problematic globally. The Volkswagen emissions scandal (Dieselgate) showed how deceptive marketing can lead to massive financial and reputational damage. Companies found guilty of misleading advertising face increasing legal consequences and public backlash.

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Nike's Colin Kaepernick campaign demonstrated how brands can address social issues while maintaining commercial success. The campaign increased Nike's value by $6 billion and won multiple advertising awards, showing that taking a stand can benefit both society and business.

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'Dream Crazy' - Colin Kaepernick Nike Ad 2019

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Negative Example: Pepsi's Kendall Jenner Ad

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Negative Example: Pepsi's Kendall Jenner Ad

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The 2017 Pepsi advertisement featuring Kendall Jenner trivializing social justice movements shows how misreading cultural moments can backfire. The ad was pulled within 24 hours and became a case study in how not to approach sensitive social issues in advertising.

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The future of advertising is shifting towards personalization and immersive experiences. Augmented reality ads, AI-driven content, and privacy-conscious targeting are becoming crucial. Companies like IKEA are pioneering AR shopping experiences, showing the potential of new technologies in advertising.

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Why Augmented Reality Is The Next Big Marketing Trend

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✅ Pros of Advertisements

1. Raise awareness of products and services

Explanation: Ads inform consumers about what’s available on the market.

Example: Without advertising, many people would never discover innovative eco-friendly products.

2. Boost the economy

Explanation: Advertising stimulates demand, which drives sales and creates jobs.

Example: A successful ad campaign can lead to higher production and employment opportunities.

3. Encourage competition

Explanation: Companies advertise to win customers, which often improves quality and lowers prices.

Example: Healthy competition in the smartphone industry benefits consumers.

4. Promote social messages

Explanation: Advertising can be used to raise awareness about health, safety, or environmental issues.

Example: Anti-smoking campaigns rely heavily on advertising to reach young audiences.

5. Support media and free content

Explanation: Ads fund newspapers, TV, apps, and social media platforms, making them free or affordable.

Example: Streaming services often rely on advertising to keep subscription fees low.

❌ Cons of Advertisements

1. Manipulative and misleading

Explanation: Some ads exaggerate or hide the truth to persuade people unfairly.

Example: A beauty brand may promise “instant results” that are unrealistic.

2. Encourage overconsumption

Explanation: Ads create artificial needs and make people buy things they don’t actually need.

Example: Fast fashion ads fuel the culture of disposable clothing.

3. Create unrealistic expectations

Explanation: Ads often show perfect lifestyles, leading to dissatisfaction and frustration.

Example: Luxury car commercials may suggest happiness depends on owning expensive items.

4. Intrusive and overwhelming

Explanation: Online ads, pop-ups, and spam disrupt user experience.

Example: Many people install ad-blockers because of the constant interruptions.

5. Target vulnerable groups

Explanation: Children and teenagers are especially influenced by advertising.

Example: Advertisements for sugary drinks often target young audiences despite health risks.

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What Are The Advantages And Disadvantages Of Advertising? - BusinessGuide360.com

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Living in a Consumer Society

We live in a world where consumption is the name of the game. Products are launched every day, advertisements fight for our attention, and trends come and go at lightning speed. Living in a consumer society means that buying is not only about meeting basic needs; it has become a way of shaping identity, expressing status, and sometimes even keeping up with the Joneses.

One obvious strength of this system is the variety it offers. Thanks to intense competition, consumers are spoilt for choice. Technology, fashion, and entertainment sell like hotcakes because advertising convinces us they are must-have items. This constant demand keeps the wheels of the economy turning, creating jobs and stimulating innovation. In this sense, consumer culture can be seen as a win-win situation—companies make profits while customers enjoy comfort and convenience.

Yet the coin has another side. Consumerism often sets unrealistic expectations and persuades us to buy things we don’t really need. Advertisements are designed to hook the customer, sometimes by exaggerating benefits or by painting a rosy picture of what life will look like after a purchase. As a result, many people fall into the trap of overconsumption, chasing the latest trend in the hope that it will bring satisfaction.

A striking example is the craze surrounding the Labubu doll. What began as a simple toy has turned into a collector’s item that fans are willing to pay hundreds of dollars for. Limited editions are snapped up within minutes, and prices in resale markets can skyrocket overnight. For some, these dolls are nothing more than window dressing, but for others, they carry symbolic value and speak volumes about belonging to a community. This shows how in a consumer society, purchases are often less about practicality and more about identity and emotional attachment.

Critics argue that such phenomena reflect the emptiness of consumer culture, where people are constantly encouraged to buy into the dream instead of focusing on long-term values. Supporters, on the other hand, claim that collecting objects like the Labubu doll is a harmless hobby that adds a splash of colour to everyday life.

In conclusion, living in a consumer society is a double-edged sword. On the one hand, it stimulates progress, diversity, and creativity. On the other, it encourages materialism and dissatisfaction. The challenge is to strike a balance—to enjoy the benefits of consumer culture without letting it call the shots in our lives.

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Why we need a new perspective in consumerism

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📘 Vocabulary for Consumer Society

Materialism – placing high value on possessions and money.

Overconsumption – buying and using more than is necessary.

Disposable culture – a lifestyle where goods are used briefly and then thrown away.

Planned obsolescence – when products are designed to wear out quickly so people must replace them.

Brand loyalty – the tendency of customers to keep buying the same brand.

Target audience – the group of people an advertisement is designed to influence.

Impulse buying – purchasing something without planning.

Mass production – making large quantities of goods cheaply.

Consumer rights – protections given to buyers by law.

Ethical consumerism – choosing products that are fair, eco-friendly, or socially responsible.

💡 Idioms & Phrases for Consumer Society

Keep up with the Joneses – try to match your neighbours’ lifestyle or possessions.

Many families go into debt just to keep up with the Joneses.

Shop till you drop – shop for a long time until you are tired.

During the sales, people were ready to shop till they dropped.

Buy into the dream – believe in the ideal lifestyle that advertising promotes.

Luxury ads make people buy into the dream of success and glamour.

Sell like hotcakes – sell very quickly and in large numbers.

The latest sneakers are selling like hotcakes.

Throw money down the drain – waste money.

Buying expensive gadgets you never use is like throwing money down the drain.

Pay through the nose – pay an excessively high price.

Collectors paid through the nose for the limited-edition Labubu doll.

The hard sell – aggressive or forceful advertising.

Some customers are put off by the hard sell.

Hook the customer – catch someone’s attention and interest.

The brand’s catchy slogan hooked the customer immediately.

Window shopping – looking at goods in shops without buying.

Teenagers often spend their afternoons window shopping in malls.

Double-edged sword – something with both positive and negative effects.

Living in a consumer society is a double-edged sword: we have choice, but also pressure to consume.

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Shine in your speaking exam: useful vocab related to CONSUMERISM & MINIMALISM!! 🛒🛍🛋