Unit 12

Word

Definition

Example

achievable

able to be achieved, especially after a lot of effort

The plan is achievable, there's no question about it

appeal to

to interest or attract someone

Soft drink advertising tries to appeal to the desire to be 'cool'

as I said before

used to point out that you are repeating something you said before

So, as I said before, our goals remain unchanged

aspirational

showing that you want to have more money and a higher social position than you now have

A larger percentage of US consumers are quite aspirational

association

a feeling or thought that relates to someone or something

The advertising tends to reinforce an association between young people and the product

be tailored towards

to make or prepare something following particular instructions

The advertising was then tailored towards a created need

be taken in by

to be fooled, swindled, cheated, or beguiled by someone or something

Are we taken in by these messages?

become apparent

to become able to be seen or understood

It's become apparent that changes are required

believe in

to be confident that something is effective and right

We're committed and we believe in what we do

buy into

to completely believe in a set of ideas

Young people are keen to buy into this image

call on

to make use of something, especially a quality

I'm calling on you to support this

can't afford to

when you say that you "can't afford" to do something, it means that it's important not to do it

We can't afford to miss this opportunity

come across

to give other people a certain feeling or opinion

What comes across from talking to you is a clear vision

consumer profile

a description of a business's typical customers

Advertising differs around the world because of the diverse consumer profile

consumption

the act of using, eating, or drinking something

Clever marketing promoted the consumption of mobile phones

essential

necessary or needed

It's also essential that we make these changes stick

exploitative

using someone or somethhing unfairly for your own advantage

Advertisers use exploitative strategies to hook consumers

generate demand for

to cause to exist a need for something to be sold or supplied

It's the advertisers' job to generate demand for the product

give consideration to

to think about something carefully, and not too quickly

Please give serious consideration to this proposal

hold out for

to wait for something better

I'm holding out for a better offer

important to remember

to not forget something, because it ma big effect or influence on people's lives or on events in the future

Having said that, it's important to remember the customer

live up to

to be as good as something

The target group aspires to live up to the celebrity's image

market penetration

the degree to which a product or brand is bought, used, or known by a particular group of customers

Market penetration of luxury items is relatively slow

materialistic

believing that having money and possessions is the most important thing in life

Danes aren't showy or materialistic

miss out on

to fail to use an opportunity to enjoy or get an advantage from something

We could be missing out on a great opportunity

motivational

able to make someone enthusiastic about something

They use motivational language to persuade the consumer

on balance

after thinking about all the different facts or opinions

You could argue against it, but on balance it's the least worst option

pick up on

to give particular attention to something that someone has said or done

The agency have picked up on several potential problems

play on

make unfair use of someone's feelings in order to give yourself an advantage

Advertisers subconsciously play on our emotions

put across

to express your ideas and opinions clearly so that people understand them easily

Advertisers put across this message by using images

status anxiety

constant tension or fear of being perceived as "unsuccessful" by the society in materialistic terms

Advertisers are focusing on the consumer's status anxiety

tap into

to manage to use something in a way that brings good results

The images used tap into our fears of becoming an outsider

thoroughly

completely, very much

I thoroughly enjoyed your talk

unique selling point (USP)

a feature of a product that makes it different from and better than all its competitors

They don't need to focus too much on the product's unique selling point

very much hope

used to express a strong feeling or wish that something desired will happen

I very much hope that things will turn out well

well received

having been greeted or reviewed with approval

I was hoping it would be well received

worthwhile

useful, important, or good enough to be a suitable reward for the money or time spent or the effort made

It was a very worthwhile meeting