Location via proxy:   [ UP ]  
[Report a bug]   [Manage cookies]                
Scribd
Upload
2K views

Group: original exams-d ự đoán đề thi IELTS 2023

The document is a discussion between Janet and Michael about their research project on shampoo marketing. They discuss how shampoo marketing has evolved from a functional product to focus on beauty. Janet talks about how hair and its appearance influences self-image and the concept of "bad hair days." Michael discusses common shampoo ingredients and the lack of information provided about them on packaging. They also consider environmental friendliness and customer priorities when choosing shampoos. Finally, they analyze psychological approaches used in different shampoo advertisements.

Uploaded by

Minh Hằng
Copyright
© © All Rights Reserved
Available Formats
Download as PDF, TXT or read online on Scribd
2K views

Group: original exams-d ự đoán đề thi IELTS 2023

The document is a discussion between Janet and Michael about their research project on shampoo marketing. They discuss how shampoo marketing has evolved from a functional product to focus on beauty. Janet talks about how hair and its appearance influences self-image and the concept of "bad hair days." Michael discusses common shampoo ingredients and the lack of information provided about them on packaging. They also consider environmental friendliness and customer priorities when choosing shampoos. Finally, they analyze psychological approaches used in different shampoo advertisements.

Uploaded by

Minh Hằng
Copyright
© © All Rights Reserved
Available Formats
Download as PDF, TXT or read online on Scribd
You are on page 1/ 2

Part 3

0:00
Part Three, you will hear two business students called Janet and Michael discussing their
research into the marketing of different kinds of shampoo.

0:11
First, you have some time to look at questions 21 to 26?

1:01
Now listen carefully and answer questions 21 to 26.

s
1:09

am
Hi, Janet, how are you getting on with the shampoo marketing project? Hi, Michael. It's
interesting. I've read how shampoo marketing has developed over the last 100 years. Oh, I didn't
think we needed to do that. True, but I'm interested anyway. Basically, what was once sold as an
economical way of getting your hair clean has evolved into a beauty product, right? And

ex
shampoos. Interesting, because it's a key influence and how we see ourselves. You've heard of
bad hair days, when your hair looks bad. Maybe you didn't wash it and you feel bad about it.
heard of them? Yes. Had one. No. Don't think they're real. bad hair days. Come on. Well,
whatever you want to call them. That's not what research from Yale is suggesting. They're not
al
just imagined, and both sexes are equally affected by them. And when they happen, people tend
to perform and feel worse than usual. Right? Man, I've been reading about shampoo ingredients.
in
chemicals like sodium lauryl sulfate, methyl chloride. Many of the manufacturers tend to use
these or others like them, though they keep it quiet right? When it comes to the product
rig

packaging, they're strangely silent about it. Another area it would be interesting to investigate is
the labeling on bottles. Apparently, printing directly onto the bottles costs about 50% less than
sticking a printed label on because it's a much quicker process. But manufacturers are lukewarm
:o

about this because it doesn't enhance the visual impact of the bottle. It comes across as a bit
cheap. We need to think about environmental issues. I was surprised how little recycled plastic
goes into the bottles. I think it's because light colored plastic is more difficult to make from
recycled stuff. Yeah, but manufacturers can make their packaging more environmentally friendly
up

just by making it less heavy. I'd like to find out whether some of them actually do when we do
the research. Yes, that's worth looking into thinking about you as a customer. What's important
when choosing shampoo,
ro

3:34
G

I'm always wary of special offers. When something's flagged as being half price. It rarely is
really but if there's a make I've never seen before, I'm usually up for giving it a go rather than
sticking to one or two favorite brands all my life interesting.

3:56
Before you hear the rest of the discussion, you have some time to look at questions 27 to 30.

4:23
Now listen and answer questions 27 to 30.

Group: original exams- dự đoán đề thi IELTS 2023


4:30
Shall we discuss some of these shampoo advertisements then, and try and identify what sort of
psychological response each one is trying to get from the viewer? Okay, what about zing? Well,
it could probably appeal equally to men and women. In the ad we see this happy family. Lovely
home healthy, good looking children with clean hair, obviously yes.

5:00
And I think we're supposed to watch the ad and think, wow, if only my life was like that. Yeah, I
know what you mean. I think the advertisers want the viewers to almost wish they were the
people in the ad. Sure. I mean, that's very common in advertising, but not universal. You know,
that ad for splash shampoo that lasts about five minutes? And where there's a story? Oh, yes. The

s
commercial about the couple. And all through the commercial, it's not clear if they're going to

am
break up or stay together. Exactly. Well, I think the marketing has been done very cleverly there.
I don't think we're supposed to want to be the characters in the commercial. But we're supposed
to get to know them a bit. Yes. Well, I thought the story was effective. You're glad to learn when
it's over, that they're obviously going to stay together. But I think the role of the shampoo in the

ex
story was a bit thin, to say the least. Maybe? I suppose some manufacturers don't want to bore
people with all the science. Sure. And then there's the just go advertisement. Yes. That had lots
of technical information about what the shampoo actually consists of. I suppose they want
customers to feel confident that when they buy just go, they're at least making an informed
al
decision. Yes, they're buying something that will do the job they want it to. That's it. I've read
one of the most effective shampoo ads in recent times was the one for BrowZine Yes, but there's
in
no commentary, just images of the shampoo, and lots of clean hair.
rig

6:44
I suppose the effect though, is very calming, with soft music, and very peaceful imagery. Yes,
but at the end of the ad, we've hardly learned anything about the product, have we? I suppose
not. But isn't it interesting how much the ads for what are essentially very similar products vary
:o

so much.

7:07
up

That is the end of part three. You now have 30 seconds to check your answers to part three.
ro
G

Group: original exams- dự đoán đề thi IELTS 2023

You might also like