Q2e Listening & Speaking 3: Audio Script

UNIT 4
Unit 4, Marketing, The Q Classroom
Page 77

Teacher: The Unit Question for Unit 4 is “How can advertisers

change our behavior?” So let’s talk about how advertisers have
changed our behavior. Yuna, have you ever bought something
because you saw an ad for it?
Yuna: I don’t think so. I don’t pay attention to ads.
Teacher: Sophy, how about you?
Sophy: Well, maybe if I’ve seen ads for it and friends have
liked it. I don’t think I’ve bought anything just because of
the ad.
Teacher: If we don’t always buy things because of ads, why
do advertisers make them? Can advertisers really change our
behavior?
Marcus: You may not buy the product when you see the ad,
but maybe it stays in your mind and one day you see it in the
store and you buy it because it seems familiar.
Teacher: Do you agree with that, Felix? Can advertising
change your behavior without you noticing it?
Felix: Sure. You hear the name of a company over and over,
and you start to feel that that name is famous and trustworthy.
For example, maybe I’m looking for an insurance company,
and I’m nervous about choosing some place I’ve never heard
of. But if I’ve heard the name a lot, I think, “This is a well known
company. I can trust them.” And ads can also make you
want things you never wanted before. Maybe your old phone
works fine, but then you see an ad for a fancy new one that can
do different things, and you think, “Oh, I need that!”

Unit 4, Listening 1, Activity A, B

Page 79, 80

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Professor: OK, everyone. So, this week we’re looking at ways
advertisers try to persuade us to buy products. I gave each
group some techniques to research. Are you ready to begin
your presentations? OK, so Leon, your group first, please.

Leon: Hello, everyone. Um, we had five techniques to

research. I looked into ways advertisers try to reach us through
our feelings. You know, like ads with babies and children.
They’re popular because we relate to them emotionally. This
technique is called “emotional appeal.” But I also found that

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Q2e Listening & Speaking 3: Audio Script

many emotional appeal ads depend on negative emotions, like

fear. For example, no-smoking ads warn of the terrible things
smoking does to your body. I found this example, too:

Man: Is your home safe when you go out at night? Who’s watching
your house when you’re not there? You work hard for the
things you have. Don’t let someone just take them! At Seattle
Security, our locks are the best in the business. We will come to
your home and give a free…yes, free…security check. We can
fit locks on all your windows and doors. Keep safe. Keep your
family safe. Call us at 1-888-555-8880. Don’t delay.

Leon: Scary, right? Anyway, that’s emotional appeal.

Maria-Luz, you’re next.

Maria-Luz: OK. Well, I looked into something called

“association of ideas.” That’s when advertisers encourage us to
make a link between a particular product and certain ideas.
Wearing a certain type of running shoes will mean we win
every race! That kind of thing. Here’s an example I found:

Man: The wonderful aroma. The superb taste. Nothing can

compare with the memorable experience of a bar of Robertson’s
Black. Made from the finest Swiss-style dark chocolate right here
in California. Impress your friends any time of year with this
delicious chocolate. Robertson’s Black—When only the best is
good enough.

Maria-Luz: So, in this campaign, advertisers are telling

us that eating this brand of chocolate will make us appear
cultured, and impress our friends. Over to you, Miguel.
Miguel: Thank you, Maria-Luz. I investigated something
called the “bandwagon” technique. That’s when advertisers
claim that everyone is buying a product, so we should too.
We’re told that a product is the world’s number one choice, or

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80% of people use it. They want us to buy it so we don’t feel,
you know, left out. Here’s an example.

Woman: Say, where is everybody? Why, they’ve all gone to

Arizona Market, of course! The biggest event of the year is
at Arizona Market. Next Saturday, come and join the fun.
Thousands of people will be there. Watch the baseball match,
enjoy the fantastic barbecue, and try the state’s top-quality
dishes. Action starts at 11a.m. Fun for the whole family.
Everybody will be there. Don’t miss it! Buy your tickets now.
Don’t be the only person left behind.
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Q2e Listening & Speaking 3: Audio Script

Miguel: Joanna, it’s your turn.

Joanna: Oh, my technique is really easy. It’s repetition. That’s

when you see a company logo everywhere, or hear the name
of a product all the time. Advertisers hope that by repeating
key information it will be planted in our heads, so when we go
to buy something we recognize it and choose it. This is why
some ads also feature catchy, memorable names. They’re really
annoying because they stick in our heads.

Woman: This weekend only, at Dan’s Diner, enjoy a fantastic

family evening for only $10 per person. That’s right. All you
can eat for just $10 at Dan’s Diner. Try our famous Dan’s Diner
homemade pizza, or a big, juicy steak and fries. And there’s
more…Kids under five eat free! Dan’s Diner. 225 Mills Drive,
Chicago. Bring the family. Bring your friends. Dan’s Diner—
The best value in town!

Joanna: Really annoying, right? Anyway, Brian, you’re last.

Brian: Mine was a bit more fun. I looked at ads involving

humor. Making people laugh is a great way to grab attention,
and advertisers know that. They also know that a funny ad is
more memorable. I found loads, and some are funnier than
others, but here’s one example:

Ben: Hi Mark. Did you get everything on the shopping list I

gave you?
Mark: Sure. The writing was so smudged I could hardly read
it, but I got it all. Here’s the toffee—
Ben: Toffee? I wrote coffee! Oh well. Is the cake in that box?
Mark: Cake? Um, I thought it said—
Ben: Oh no!
Announcer: Oops. Don’t let annoying ink smudges affect your

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writing. Buy Perfect Pens today. Makes your handwriting clear
so you get it right every time. Oh, and did I mention you can
choose from three great colors?

Professor: OK, that was great. Now, next group…

Unit 4, Listening Skill, Activity A

Page 82

1. Kids under five eat free!

2. Dan’s Diner—the best value in town!
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Q2e Listening & Speaking 3: Audio Script

3. At Seattle Security our locks are the best in the business.

Unit 4, Listening Skill, Activity B

Page 83

1. We have the best range of personal computers in the state.

2. The MX5 is the latest personal computer from XP Systems.
3. It has a 380 Gigabyte memory.
4. It is very easy to use.
5. This is the most important purchase you will make all year.
6. This offer is available for this week only.

Unit 4, Listening 2, Activity A, C

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Interviewer: Mary Engle, can I start by asking a simple question? What exactly does the
FTC do?
Mary: Well, we basically keep an eye on the world of advertising, and make sure
that advertisers keep to the ‘truth-in-advertising’ laws. That is, that their
adverts have to be truthful, first of all, and that they shouldn’t mislead
anyone.
Interviewer: Hmm. I see.
Mary: So of course any claims have to be based on evidence. In the early days of
advertising, companies could say what they wanted! I mean, ads for weight
loss products, for example, were making claims that simply weren’t true.
Things are different now, though. These days advertisers have to be very
careful when giving facts and statistics.
Interviewer: So, what areas do you focus on in particular?
Mary: Health… claims that are hard to prove such as the benefits of health products.
And safety, of course. If a product says it’s safe then it has to be safe! Also
things like beauty products and environmental claims. Oh, and any ads
aimed at children, especially now that healthy eating is such a big issue. We
just want to make sure that advertisers act in a responsible way, in these
areas especially.
Interviewer: OK. But there’s no national code, is there?

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Mary: No, there isn’t. The regulations are not different for TV, radio, and so on.
Basically, they are all aimed at the same thing: ads can’t be deceptive or
unfair. That means they shouldn’t cause physical injury to the consumer, or
financial injury, you know, where consumers lose money.
Interviewer: OK, and how do you find ads that break the rules?
Mary: Well, mostly people tell us! You know, members of the public, competitors…
They contact us about adverts they think are misleading. And we monitor
ads ourselves, of course: TV, radio, magazines, newspapers, posters, leaflets,
and so on. We don’t see ads before they come out, though. We can only act
afterward. And we just deal with national advertising, so any local matters
we refer to the state.
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Q2e Listening & Speaking 3: Audio Script

Interviewer: Right. Are there any famous cases where advertisers broke the rules?
Mary: Plenty! A few years ago a fast food chain actually claimed its food was a
healthy choice! This clearly wasn’t true, so we took action.
Interviewer: And what happens to advertisers who break the rules?
Mary: Sometimes we ask them to withdraw the ad, as we did with the fast food
chain. If they continue false advertising in violation of an FTC order, we can
give fines up to $16,000 a day. Sometimes more. There was a company selling
weight loss vitamins a few years ago – they continued to make false claims
after we ordered them not to, so in the end they paid $2.6 million in fines.
Other times advertisers may have to give customers a refund, or put another
ad out to correct anything misleading. We call that “corrective advertising.”
Interviewer: Hmm. And how have new forms of advertising affected your work?
Mary: Oh! It’s a lot tougher these days. That’s really challenging. It’s so cheap and
easy to advertise on the net or through social media. We find a lot of
companies that don’t know the rules about advertising. We’re also getting ads
in video games now, although that’s mainly product placement rather than
advertisers making claims.
Interviewer: What’s product placement?
Mary: That’s when a product appears in a game or a TV program. You know…a
billboard in the background or where the star wears a watch or drives a car
and it’s deliberately very visible. It’s very common here in the States.
Interviewer: I’ve also heard of something called sub-viral marketing that’s becoming very
popular.
Mary: Oh, that’s where a company will put a funny video or something on the
Internet, which features their product, and they hope people will send it to
their friends. More and more big companies are doing that, but they need to
make it clear that it’s an ad, or they’re misleading people.
Interviewer: That’s interesting. Well, thanks very much, Mary, for telling us about
standards in advertising. It’s been great.
Mary: You’re welcome.

Unit 4, Grammar, Activity A

Page 90

Yvonne: Oh, look at that ad. Those poor animals! How can

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they show them suffering like that? I think it’s terrible!
Maureen: Really? I think it’s quite effective. They’re trying to
get your attention, you know.
Yvonne: Well, they don’t have to do it that way! It’s not
necessary, and it’s upsetting.
Maureen: You don’t have to look at it if you don’t want to.
Yvonne: That’s not the point. That kind of advertising makes
me really angry. I’m sure there’s a law that says they can’t use
animals like that.
Maureen: Maybe you should complain, then.
Yvonne: Yes, I think I will. They shouldn’t be allowed to
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Q2e Listening & Speaking 3: Audio Script

do that!

Unit 4, Pronunciation Part 1, Examples

Page 91

Is there an advertising standards code?

Are the rules the same in other countries?
How do you find ads that break the rules?
What areas do you focus on in particular?

Unit 4, Pronunciation Part 1, Activity A, B

Page 92

1. Do you spend a lot of money on advertising?

2. What do you think of that ad?
3. Is that ad misleading?
4. Does it have a special offer?
5. Why is there so much hype these days?

Unit 4, Pronunciation Part 2, Examples

Page 92

There are no federal regulations.

There are no federal regulations?

They’re going to withdraw the product.

They’re going to withdraw the product?

Unit 4, Pronunciation Part 2, Activity C, D

Page 92, 93

1. There are no federal regulations?

2. The company is giving a refund to all its customers.
3. You’re going to withdraw the product?
4. That ad is really annoying.

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5. There used to be no controls?
6. The rules aren’t the same in other countries?
7. Viral marketing is becoming more popular.

Unit 4, Speaking Skill, Activity A

Page 94

Hugo: Hey. Look at this ad. It’s got six famous people in it!
Peter: So what? If you ask me, they should spend less on these
expensive ads, and lower the price of their clothes.
Hugo: Hmm. But I like seeing famous people in ads because it
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Q2e Listening & Speaking 3: Audio Script

makes it kind of cool.

Peter: As far as I’m concerned, there are better ways to
advertise things. For instance, they could have some facts and
statistics or something. You know, some information…
Hugo: But it’s an ad, right? In my opinion, an ad should get
people’s attention, and using famous people does that.
Peter: Well, I guess it’s eye-catching, but I’m not sure how
effective it is.

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