Какими уловками пользуются маркетологи, чтобы заставить нас покупать товары, которые не особо-то и нужны? В статье найдете бесплатную разработку на 60 минут урока, подходит для тем «покупки», «маркетинг» и уровня от B1+
Before watching
Look at the marketing ploys (tricks) mentioned in the video. Try to predict what they are:
A. Decoy pricing
B. Diamonds as a symbol of love
C. Bottled water
D. Mother’s Day, Father’s Day and other «Hallmark holidays»
E. Anthropomorphism (animals and objects behaving like people)
F. Misleading food advertising
G. Wedding registries
H. The Gruen Transfer
I. Hip anti-advertising
J. Making women worry about body hair (Gillette)
Now watch, check your guesses and write the number that the narrator gives to them
ССЫЛКА НА YOUTUBE: https://www.youtube.com/watch?v=oEpeVbUJU60
ССЫЛКА НА RUTUBE: https://rutube.ru/video/private/1e79a08f34d123c5b9526ac72293cd75/?p=jX8qOG5G-GGBLYbU0CeP5g
While watching
Write a letter for each tactics (A-J) that each detail belongs to:
- Volkswagen, 1959
- Marshall Field’s, 1924
- De Beers, 1947
- A razor introduced in 1915
- An architect who wanted shopping to be pleasant and social
- A gecko who sells insurance
- Dasani
- Three TVs: one cheap, one expensive, one in the middle
- Burgers photographed by food stylists
- Valentine’s Day
True / False / Not stated
1. Food in adverts usually looks better than the real product.
2. Anti-advertising is a new technique that began in the 2010s.
3. With decoy pricing, the seller mainly wants you to buy the cheapest product.
4. The first wedding registry was created by a Chicago department store.
5. Sales of bottled water began to grow quickly in the late 1970s.
6. Dasani is bottled spring water.
7. Victor Gruen supported the way retailers used his mall design to influence shoppers.
8. Before 1915, women did not generally worry about leg or underarm hair.
9. The Geico Gecko has been more successful than any human spokesperson.
10. Businesses created Mother’s Day and Father’s Day.
11. De Beers still controls most of the world’s diamond sales.
Vocabulary
Choose the correct meaning (a–f) for each phrasal verb from the video, then complete the sentences with the verb in the correct form.
| Phrasal verb | Meaning |
|---|---|
| buy into | a. to accept something without protest |
| cash in on | b. to escape from something that controls you |
| go along with | c. to believe that an idea or claim is true or worthwhile |
| tap into | d. to use an existing feeling or market for your own benefit |
| come up with | e. to use a situation to make money |
| break free of | f. to think of or invent |
- Many people ______ the idea that a bigger diamond means stronger love.
- Companies ______ every holiday, from Valentine’s Day to Black Friday.
- The brand ______ a clever slogan that everyone started repeating.
- I did not want to buy a gift, but I ______ the plan because everyone else agreed.
- Teen brands often ______ young people’s wish to be different.
- She wanted to ______ the pressure to look perfect on social media.
After watching
Questions for discussion:
- Which of the ten tactics works best on you?
- Where is the line between persuasion and manipulation? Is any of the tactics in the video unethical?
- Are consumers victims of marketing, or willing participants?
- Remember a real advert, shop layout or product page from life that uses one of the ten tactics. Be prepared to tell about it to the class
Answer key
Before watching. A 8, B 2, C 6, D 1, E 5, F 10, G 7, H 4, I 9, J 3
Matching task. 1 I, 2 G, 3 B, 4 J, 5 H, 6 E, 7 C, 8 A, 9 F, 10 D
True/False/NS 1T, 2F, 3F, 4T, 5T, 6F, 7F, 8T, 9NS, 10F, 11NS
Phrasal verbs. Meanings: buy into c, cash in on e, go along with a, tap into d, come up with f, break free of b. Gaps: 1 buy into, 2 cash in on, 3 came up with, 4 went along with, 5 tap into, 6 break free of.
Если хотите больше методики, присоединяйтесь к моим соцсетям:
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Youtube – обзоры учебников и тьюторы по ОГЭ, ЕГЭ
