commercial seems to have a more dramatic effect than that produced by the Coca-Cola company

in the 1970s. In the Coke ad a young boy meets football star “Mean” Joe Green as he is leaving

the field a game. The boy gives his hero a bottle of Coke, and in exchange for the drink, the

football player throws to the boy, who excitedly catches the souvenir.

The phrase “Don t even think about it!” is used on many other occasions. Visitors to New York

City are often amused to see a road sign with these words: “Don t even think about parking here.”

This road sign means that people are strictly prohibited from parking there.

1. A 2.D 3.B 4.C 5.C

IV. Speaking Out

Model 1 Who pays?

Laura: Hey!

Bob: Hey! Look, this is a cool TV commercial. “Things go better with Coke!”

Laura: I think the Pepsi commercial is just as attractive: “The choice of a new generation!”

Bob: Yeah, but the competitors are just canceling out each other s efforts.

Laura: That s quite true. They both spend piles of money to increase their market shares, but

neither gains.

Bob: I m afraid the extra costs of advertising will be passed on to the consumers.

Laura: I hear that the advertising produces a good image of a product, and that leads to consumer

brand loyalty.

Bob: What do you mean by consumer brand loyalty?

Laura: It means consumers are loyal to a certain product and keep buying it. Also, they re willing

to pay more.

Bob: It seems contradictory. In other words, more sales mean lower production costs, but more

advertising means higher costs to the consumer. In the end the winner is of course the company.

Laura: That s true!

Now Your Turn

A: Look, “Make yourself heard!” The Ericsson s TV commercial is so cool.

B: I think the Nokia s commercial is just as fascinating: “Connecting People.”

A: I m afraid consumers will have to pay for the advertising.

B: I hear that the advertisements create as a favorable on\mage of a product, and that leads to

consumer brand loyalty.

A: Could you explain “consumer brand loyalty”?

B: I mean consumers identify with the product and keep buying it. Sometimes they re even willing

to pay more.

A: It is contradictory that increases sales lead to a lower production cost per unit, but more

advertising results in greater costs for consumers. The winner is always the company.

B: I agree.

Model 2 Beware of ads!

Peter: Mind if I switch channels? Those TV commercials are killing me.

Jane: How can you say that? Watch: “Take Toshiba, take the world.” Fantastic! There s a product

you can depend on. A powerful product.

Peter: If I were you, I wouldn t trust those commercials.

Jane: Now, look at this McDonald s commercials! Aren t those little kids cute? Oh, and there s