Interviews

High-intermediate

What kinds of advertising tricks or gimmicks have influenced you to buy something in the past?

1. 1. Advertising often exaggerates the truth.
   2. Celebrity endorsements make products more trustworthy.
   3. Catchy slogans are more powerful than facts.
   4. Testimonials are usually unreliable.
   5. Discount codes encourage people to buy things they don’t really need.
   6. Companies should be allowed to use emotional appeals in advertising.
   7. Children are especially vulnerable to advertising gimmicks.
   8. Free trials are a smart marketing strategy.
   9. Social media influencers are more persuasive than traditional celebrities.
   10. Advertising plays a bigger role in consumer decisions than people realize.

Here are some words and expressions that appear in the recording:

• gimmick (noun): a trick or unique feature used to attract attention or increase sales
  – The company used a clever gimmick to promote its new product.
• misleading (adjective): giving the wrong idea or impression
  – The advertisement was misleading because it did not show the full cost.
• catch phrase (noun): a memorable slogan or repeated expression
  – “I’m loving it” is a famous catch phrase used in advertising.
• celebrity endorsement (noun): when a famous person promotes a product
  – The brand saw an increase in sales after a celebrity endorsement.
• testimonial (noun): a statement from a customer claiming a product is effective
  – The website included several testimonials from satisfied users.
• discount code (noun): a special code that reduces the price of a product
  – I used a discount code to save 20% on my purchase.

Now, watch the interview and answer the comprehension questions. You can also turn on the automatically-generated captions for the video once you start it.

Randall: In this video, Aubrey, let’s tackle the question of advertising gimmicks. What are some of the ways that companies get you to buy their products?

Aubrey: I think the one that comes to mind first, um, and came to mind when you first sent me this topic, is cereal companies, right? You get that . . . that ad, it’s like, “Oh, our super awesome, amazing cereal. Part of this healthy breakfast,” um, with a glass of juice and toast and this and that. And only if you only eat a bowl of it.

Randall: Okay, so that’s one type of gimmick. And how would you describe that?

Aubrey: I mean, it can be slightly misleading. They can’t straight out lie to you because then they get in trouble for that, like Cheerios got in trouble for claiming that they would lower your cholesterol.

Randall: So how did that play out?

Aubrey: They changed the wording a little bit.

Randall: Okay, so you have to be careful in the way that you make statements, so you don’t misrepresent your product.

Aubrey: Exactly.

Randall: I also think about catch phrases like, “I’m loving it!” Do you remember that one?

Aubrey: And McDonald’s.

Randall: McDonald’s, right. How about this one? “Melts in your mouth, not in your hands.”

Aubrey: That’s M&Ms, right?

Randall: M&Ms. So right there are these slogans. Catch phrases. What do you think about celebrity endorsements?

Aubrey: I guess I don’t have as much of an opinion about celebrity endorsements.

Randall: Like, “Buy this product. I use it all the time.”

Aubrey: That’s true. Like Wheaties does that, or it’s like, “This is the breakfast of champions. Look at this athlete.”

Randall: And I think also what about testimonials, like, “I’ve used this product, and it’s really, you know, changed my life.”

Aubrey: Ah, they don’t mean anything.

Randall: What do you mean?

Aubrey: A lot of people do it, though, because it feels like they mean something, but it doesn’t . . . like testimonials are garbage.

Randall: I . . . especially when, you know, when you start thinking about that. Are they paid testimonials? [Yeah.] Did they receive some type of discount? How are they benefiting? Are they related in any way to the actual company? Like if it’s, you know, my nephew or my uncle that is doing that. Certainly. And what about the idea of discount codes?

Aubrey: I mean, I guess that’s a good way to get people to buy it and try it. I . . . I have bought several things off of podcasts before, where it’s like, “Oh, get your free box of this grocery delivery,” uh, “Get your free first box of snacks.” And I, you know, it’s nice, and then you can, um, judge whether or not you like it or not. I . . . I like discount codes.

Randall: All right, well, thank you. And again, there are a variety of different ways in which advertisers grab your attention. And thank you for sharing your ideas on this interesting topic.

Intermediate Level:

1. What is one advertising gimmick you notice often?
   Do you think slogans influence you? Why or why not?
2. Have you ever bought something because of a celebrity endorsement or a discount code? What happened?
3. Do you think testimonials can ever be trustworthy? Why or why not?
   How can consumers protect themselves from misleading advertisements?

Advanced:

1. Explore the psychology behind advertising gimmicks. Why do emotional appeals work so well?
2. Discuss the ethical responsibilities companies have when promoting products, especially food or health-related products.
3. How has social media changed the way companies advertise and influence consumers?
4. Should governments regulate advertising more strictly? Why or why not?