ADV. 14.2. COMMUNICATION TECHNIQUES

I. ADVERTISING AN EVENT

1. CREATING A FRIENDLY TONE

Lessening formality

Certain situations call for less formality in writing. Idioms are a great way to make your message less formal and more fun. Are you ready to let your hair down and party? The entertainment will blow your mind! You'll have a ball once the party's in full swing! You can eat to your heart's content at the open buffet. We're going to dance the night away at the after-party. Keep your eyes open for more details coming soon! Some other ways to maintain a friendly tone include using short, simple sentences; active verbs with lots of pronouns; contractions; and enthusiastic punctuation, like exclamation marks. We can't wait! Win huge prizes in a special raffle!

2. GENERATING INTEREST

Strategies for generating interest

To build interest and suspense, you can use a word like a pronoun to refer the reader forward to something later in a text.

It's coming soon! It's going to be great! It's the annual company party! Rhetorical questions are also a good way to draw your audience in. Who doesn't love a great party? Another way to liven up your writing is to use vivid action verbs for exaggeration. We've packed the event with fantastic entertainment.The party will be bursting with fun and games! And for friendly encouragement, use imperatives. Dance the night away!

II. REACTING TO COMMERCIALS

2. REACTING TO ADVERTISEMENTS

Use of pronouns

When watching ads or commercials, you'll notice that people use pronouns like it, they, them or their without being specific. Everyone understands the pronouns refer to the ads, the creators and the products. In some of the ads, they treat consumers like children. Giving positive and negative impressions Use expressions like these to give positive impressions of advertisements: I don't know how they do it, but they have another unique ad. I'll give them credit: It's a truly thought-provoking commercial. They seem to have a knack for funny, offbeat campaigns. These guys consistently come up with winning campaigns. Use expressions like these to give negative impressions: I don't really get it. It really gets on my nerves when they aren't clear about what they're selling. I hate the way they use attention-seeking celebrities.

3. HEDGING YOUR OPINION

Acknowledging other factors

Before giving your opinion, you can acknowledge factors that limit your appreciation of an ad. This is a way to hedge or soften your opinion. I know I'm probably not their target market, but I just don't understand that ad.I get that they want to be creative and edgy, but it's too much for me.I guess I'm not who they're really going after, but I don't understand the association.Maybe I'm just out of touch, but the whole campaign seems ridiculous.It is a bit out there, but I'm sure there are some people who love it. Giving your opinion as a question Asking a question is another way to hedge or soften your opinion. Is it just me, or is that commercial really bizarre? Am I the only one who thinks it's quite thought-provoking?Can you figure out what the product is, or is it just me?

III. BIAS IN THE MEDIA

1.RAISING DOUBTS

Expressing doubt

Use expressions like these to express doubt. Be careful with the word scam, which means a way to cheat or deceive people; it's a strong word, and people who don't agree with you could be offended. That seems a bit far-fetched. I'm not sure I buy that. It doesn't sound too convincing. It seems a bit one-sided. That seems a bit unrealistic. To be honest, I think it's a scam. You can also try to draw out the truth and make people reevaluate their thinking. Use questions like these to express doubt more indirectly: Why is it you think that?Do you really think that's possible?What makes you think their claims are valid?What's the real reason you want to sign up? 2. DRAWING ATTENTION TO BIAS Summarizing claims   When drawing attention to bias (bias), you can summarize someone's claims with expressions like these: It's really just an attempt to convince you. All they're trying to do is get you to buy it. Can't you see it's all just a way to scam you? Emphasizing bias in claims   You can also emphasize the bias in claims with expressions like these: Of course, they would say that! That's what they want you to think. They'll say anything to get you to sign up. 3. RECOGNIZING BIAS Hyperbole   One way to recognize bias is to look for exaggerated description, or hyperbole. Notice the use of adjectives in these examples: It's a revolutionary new product! You'll see unbelievable improvement! Prepare for dramatic results! Opinions vs. facts   Another way to identify bias is to separate fact from opinion. Notice the difference in these two sentences. In the first, the support is vague, just from friends. In the second, actual research is cited and hedged with the word some.

Friends have told me about unbelievable results.
A study last year at Oxford University showed some favorable results.

Hedging

Bias is sometimes accompanied by hedging, a reluctance to be definitive. Words like may, might and could are good examples of hedging. This product might change your life! Another way to hedge is through adverbs. Notice how this claim is far from definitive: There's virtually nothing else like it!

IV. UNDERSTANDING TERMS AND CONDITIONS

1. TERMS AND CONDITIONS

Terms of use

Let's look again at some of the vocabulary from the reading to help you prepare for the task in this lesson. The terms of use state that the billing cycle is one month. We reserve the right to opt out of the agreement at any time. The billing period will take effect on the first day of each month. No refund or partial credit will be given for mid-month cancellations. I couldn't get a free trial because I was renewing my membership. 2. READING TO UNDERSTAND TERMS OF USE Connectors   Focusing on connectors in complicated documents can help comprehension. Your membership will continue month to month unless and until you cancel. You will be billed at the beginning of each month thereafter. No partial credit will be given in the event that you cancel. In order to avoid automatic billing, you must cancel before the end of the month. Provided that you cancel before the end of the month, you will not be billed. Scanning for details using connectors   Focusing on connectors also allows you to scan a document for details that answer specific questions. A. What happens when my free trial ends? B. Your membership will continue month to month thereafter. A. What happens if I cancel halfway through a month? B. No refund or partial credit will be given in the event that you cancel.