Media & Advertising

The media — including news, social media, and advertising — is a frequently tested IELTS topic. Questions often explore the influence of media on public opinion, the ethics of advertising, the decline of traditional media, and the role of social media in modern life.

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Core Vocabulary

Types of Media

Word / Phrase	Definition	Example
mainstream media	Major established news outlets (TV, newspapers, radio)	Many people have lost trust in mainstream media and turn to alternative sources.
social media	Online platforms for sharing content and networking	Social media has democratised the production and consumption of news.
print media	Newspapers, magazines, and other printed publications	Print media has experienced a sharp decline in readership over the past two decades.
broadcast media	Television and radio	Broadcast media remains influential, particularly among older demographics.
digital media	Content delivered via the internet	Digital media has overtaken traditional media in terms of advertising revenue.
citizen journalism	News reporting by members of the public, often via social media	Citizen journalism has played a crucial role in documenting events in conflict zones.
press freedom	The right of journalists to report without government interference	Press freedom is a cornerstone of democratic society.
tabloid / broadsheet	Sensationalist newspaper / serious, quality newspaper	Tabloids prioritise entertainment, while broadsheets focus on in-depth analysis.

Advertising

Word / Phrase	Definition	Example
consumer	A person who purchases goods or services	Advertising aims to influence consumer behaviour and purchasing decisions.
target audience	The specific group of people an advertisement is aimed at	The target audience for this campaign is young professionals aged 25–35.
brand awareness	The extent to which consumers recognise a brand	Social media has become a powerful tool for building brand awareness.
endorsement	A public statement of support, often by a celebrity	Celebrity endorsements can significantly boost product sales.
subliminal advertising	Advertising designed to influence the unconscious mind	There are concerns about the use of subliminal advertising techniques targeting children.
misleading advertising	Advertisements that create a false impression	Misleading advertising is prohibited by consumer protection laws.
commercialisation	The process of managing something primarily for financial gain	The commercialisation of children's entertainment has drawn criticism from parents and educators.
product placement	Paid inclusion of a product in media content	Product placement in films and TV shows is an increasingly common advertising strategy.

Media Influence and Ethics