Advertising works in many different ways, but it is safe to say that most successful advertisements are in some way
. Unless we can remember what the advert was about it, it failed. Likewise, many adverts try to make the product or service seem
: this may be achieved by getting a star from the world of entertainment to
the product. The idea is that if Brad Pitt says that he uses this shaving gel, then men all around the world will follow suit. Finally, there is the category of the
or humorous advert - a clever advert can make the product itself seem "intelligent", even when it is no more than a washing-up liquid.
More exercises on advertising language
