What makes a good a   1   ? There have been major changes in a____2_____ in the past sixty years. People read advertisements partly for i   3     and partly because they are interesting. Today’s advertisements often start with a question, or a puzzle, with the purpose of a   4     the reader’s a   5   . Of course, most advertisements contain information. But this is usually contained in a text that is interesting and often funny. Humor is very important. Sometimes advertisements tell a s   6   , or the story may be c   7   over a number of advertisements. However, there is a danger in this. It is possible that the reader or viewer will p   8   the advertisement but not the name of the r   9    .

There are other d   10   . If you are selling your product in a foreign market, you must check that the t   11   is correct. A company that sold hair cream wanted to say “X puts life into dry hair.” They took some p   12   of a handsome actor, and the advertisements a   13   on large boards by the side of the road. Nobody bought the product, however, because when translated it meant “X puts living things into dry hair.”

In the 1960s a British car company which made very expensive cars was about to sell its latest car in Germany. However, the c   14   had to change the name of the car at the last moment. A German speaker at the factory pointed out to the s   15   manager that the British name of the car meant “animal waste” in German.

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