3.1 Listening – Listening to Digital Marketing Advertisements for Product / Process Descriptions

 

Listening – Listening to Digital Marketing Advertisements for Product / Process Descriptions

Paper: PROFESSIONAL ENGLISH
Marks: 16–20 Marks

Introduction

Listening is a vital receptive skill in Professional English, especially in today’s digital era where information is largely conveyed through multimedia platforms. Digital marketing advertisements play a significant role in promoting products and services by describing their features, benefits, and usage processes. Listening to such advertisements helps learners understand persuasive language, technical vocabulary, and effective communication strategies used in professional contexts.

Meaning of Digital Marketing Advertisements

Digital marketing advertisements are promotional messages delivered through digital platforms such as social media, websites, YouTube, mobile apps, and search engines. These advertisements use audio, video, or a combination of both to explain products, services, or processes to attract customers.

Examples of digital advertisements include:

  • YouTube video ads

  • Instagram and Facebook sponsored videos

  • Podcast advertisements

  • Website banner videos

Importance of Listening to Digital Advertisements

Listening to digital marketing advertisements is important for students and professionals for the following reasons:

  • Improves listening comprehension skills

  • Enhances understanding of professional and technical vocabulary

  • Develops awareness of persuasive and promotional language

  • Helps learners understand product features and process descriptions

  • Improves pronunciation, tone, and accent familiarity

Features of Product Descriptions in Advertisements

While listening to product advertisements, learners can identify the following features:

  • Introduction of the product

  • Key features and specifications

  • Advantages and benefits

  • Unique selling points (USP)

  • Price, offers, and warranty details

  • Call to action (Buy now, Visit website, Download app, etc.)

Example:

A smartphone advertisement may describe:

  • Camera quality

  • Battery life

  • Storage capacity

  • Performance speed

Features of Process Descriptions in Advertisements

Process descriptions explain how a product works or how a service is used. Listening to such ads helps learners understand step-by-step explanations.

Common features include:

  • Clear sequence of steps

  • Use of action verbs

  • Simple and persuasive language

  • Focus on ease of use and efficiency

Example:

An online payment app advertisement explains:

  1. Download the app

  2. Register with mobile number

  3. Link bank account

  4. Make secure payments instantly

Skills Developed Through This Listening Activity

By listening to digital marketing advertisements, learners develop:

  • Active listening skills

  • Ability to identify key information

  • Understanding of tone and intention

  • Note-taking ability

  • Critical thinking and interpretation

Classroom / Exam-Based Listening Activity

Students may be asked to:

  • Listen to a digital advertisement

  • Identify product features or process steps

  • Answer comprehension questions

  • Summarize the advertisement

  • List technical terms used

This type of activity prepares students for real-world professional communication.

Advantages for Professional Communication

  • Helps in understanding corporate communication styles

  • Builds confidence in handling workplace presentations and meetings

  • Enhances employability skills

  • Improves marketing and business communication awareness

Conclusion

Listening to digital marketing advertisements for product and process descriptions is an effective way to enhance professional listening skills. It familiarizes learners with real-world communication, persuasive language, and technical terminology used in modern workplaces. This skill is essential for students to become competent professionals in a digitally driven world.

References

  1. Veena Selvam et al. (2021). English for Science & Technology. Cambridge University Press, Anna University.

  2. Anbazhagan Vijay, J. (2017). Communicative English. Global Publishers, Chennai.

  3. Raman, Meenakshi & Sharma, Sangeeta (2019). Professional English. Oxford University Press, New Delhi.

  4. Chellammal, V. (2003). Learning to Communicate. Allied Publishing House, New Delhi.

  5. Using English (2017). Orient Blackswan, Chennai.

  6. OER – Authentic Open Educational Resources

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