- •Федеральное агентство по образованию
- •1. Note the pronunciation of the following words:
- •2. Watch the pronunciation and spelling of these words:
- •1.Match the words and definitions from the columns; use them in the examples of your own:
- •2. Find in the text English equivalents to the following Russian words and word- combinations; restore their context
- •3. Find the odd-one out
- •4. Fill in the gaps with the words from the exercises above
- •5. Design your own exercises to make your group mates practice the words and phrases from this text.
- •1.Read the text once again and decide which of the sentences are correct and which are wrong. Correct those that are wrong
- •2. Answer the following questions on the text
- •3.Make up the summary of the text using the following words and word-combinations
- •1. Translate the following text from English into Russian
- •2. Read the following text, translate the Russian words and word-combinations into English, consult the dictionary if necessary The Epoch of Advertising Growth
- •1. Complete the following sentences with the ideas from the text
- •2. Read the text once again and answer the following questions
- •1. Translate the following words from Russian into English and use them in the sentences of your own
- •2. Match the following words with their definitions
- •3. Fill in the blanks with suitable words and expressions from the previous exercises
- •4. Say the following sentences in your own words paying attention to the italicized parts of the sentences
- •1. Say whether the statements are true or false
- •2. Answer the following questions
- •1. Find Russian equivalents to the following words and expressions from the text
- •2. Translate the following sentences from Russian into English using the lexical units from the previous exercise
- •3.Explain the meaning of the following words and phrases:
- •1.Choose the most successful advertisement and discuss what made it so successful.
- •2. Give your own examples of the most successful advertisements. Analyse them from the point of view of its content, target audience, approach to an advertising campaign and types of media.
- •1. Study different styles of presenting messages and think which of them could be more preferable. Give arguments for your answer.
- •Illustrate the above given techniques with the examples of your own. How effective are the advertisements?
- •1. Why is the headline crucial for an advertisement?
- •2. What parts does the body copy consist of?
- •2. Complete the table
- •3. Make up the summary of the text using the information from the table in the previous exercise.
- •1. Find English equivalents to the following words and phrases from the text
- •2. Explain the meaning of the following terms mentioned in the text
- •3. Fill in the blanks with suitable words from the exercises above
- •4. Give antonyms to the following words from the text.
- •1. Prepare a presentation on the topic “Tips for creating an effective advertisement”.
- •2. Make up a dialogue.
- •Что такое хороший рекламный текст
- •Informative Reading Cherry 7-up targeted at Youth Market
- •1.Read the following text, translate the Russian expressions into English, consult the dictionary if necessary. Fill in the gaps with the words given before the text
- •Advertising
- •2. Answer the following questions
- •Vote for the most effective advertisement and choose the best one.
- •Теория рекламы (часть 1)
- •603950, Нижний Новгород, пр. Гагарина, 23
- •603600, Г. Нижний Новгород, ул. Большая Покровская, 37
5. Design your own exercises to make your group mates practice the words and phrases from this text.
Scanning
1.Read the text once again and decide which of the sentences are correct and which are wrong. Correct those that are wrong
Advertising is a free form of personal communication.
Advertising is given in such kinds of mass media as direct mail, the Internet, outdoor displays and etc.
The only purpose of advertising is to inform the buyer about the place of sale.
Generally advertising is divided into four types: initial, convincing, reminding, and agitating.
Informative advertising helps the buyer learn about the new goods.
Competitive advertising influences mind of the person by different means to make him distinguish the promoted goods from all similar goods.
Reminding advertising convinces the possible buyer to get the promoted goods.
Each advertising carries out either the first or the second function.
The purposes of each kind of advertising are the same.
The first function is aimed at agitating the consumer to buy the promoted goods.
2. Answer the following questions on the text
What types of mass media are used for advertising a product?
What functions does advertising carry out?
What kind of information does advertising deliver to the public?
Does advertising help the buyer? How?
What kinds of advertising are distinguished?
What is meant by informative advertising?
Does agitating advertising acquaint the buyer with the product or convince him to buy the product by different means?
What does safe advertising support and remind of? What methods are used here?
What functions does each kind of advertising fulfill?
Initial and safe advertising informs consumer about the improvements of the promoted goods, doesn’t it?
What is agitating advertising created for?
What function does it mainly implement?
3.Make up the summary of the text using the following words and word-combinations
advertising
consumer
seller
buyer
initial advertising
competitive advertising
safe advertising
to acquaint
skilful drawing up of text
selection of expressive words
to generate requirement for smth
to support adherence to smth
to carry out
to be aimed at doing smth
Talking Point
Discuss the following questions
What kinds of products are often advertised?
What is the most successful latest advertisement?
What are the functions and purposes of this advertisement?
What kind/kinds of advertising are used to make this advertisement so successful?
What types of mass media are used?
What means and ways of advertising are used to convince the consumer to get these products?
Prepare a written analysis of the recent advertisement.
Translation
1. Translate the following text from English into Russian
History of Advertising (beginning)
The word “advertising” derived from the Latin word reclamo – “to shout loudly”. Originally this word meant achieving the desire by “shouting” to attract attention, inform about the news, provide the information about sales of some goods.
The predecessor of modern trademarks was a brand of the handicraftsman, for example, on pottery, metal products, and etc.
The first printed advertisement appeared in England in the second half oа the XII-the century, and in 1622 the advertising received powerful “stimulus” after the first newspaper in English “Weekly News” had been published.
The advertising has reached the greatest growth since the XVIII-th century in the USA. This was promoted by some factors. First, American was leading during mechanization, as there was surplus oа the goods and necessity of their advertising. Secondly, the construction of a network of perfect roads has created an opportunity to deliver goods to village areas. Thirdly, the high level of literacy of the population promoted the growth of circulation of newspapers and magazines. Further the invention of radio and TV has become the new effective means of distribution of advertising.