2. Read the following text, translate the Russian words and word-combinations into English, consult the dictionary if necessary The Epoch of Advertising Growth

The эпоха of formation of advertising is considered the period from 1840 to 1915. For this period the advertising has turned from the isolated phenomenon into modern institute literally with all basic forms, functions and means of influence inherent to it:

1. The was a national advertising (on behalf of the производителей);

2. The рекламные агентства have turned from the оптовых продавцов of a place under advertising into the деловых партнеров with a compete service, have found креативные и исследовательские функции.

3. Система комиссионных вычетов as the form of возмещения/ компенсации for services of agency has settled.

4. Средства распространения of the information started to consider as the basic source.

5. The criticism of advertising has raised a voice and there was a система организованного и саморегулируемого рекламного бизнеса.

6. Рекламные организации have received their развитие.

7. The serious discussions of the theory and tactical methods in advertising have begun.

Speaking

Sum up the main ideas of the two texts and speak on the history and development of advertising.

Unit II

Part 1. ” The Contents of advertisement”

Pronunciation

Watch the pronunciation of the following words and phrases. If necessary consult a dictionary.

Advertisement

advertising

advertiser

campaign

mass media

target audience

disrepute

consumer

competitors

illustrations

associate

Warm-up

1. Study the examples of different kinds of advertisement (from TV, magazines, newspapers, billboards, etc.). What do they have in common (the structure, contents, the impact they produce on consumers)? In what way are they different?

2. What are the basic requirements for an ad? Discuss the question in groups, then share your ideas with the class.

Reading

Read the text and find the basic requirements an advertisement should meet. Compare the ideas from the text with your own ones. Are they the same?

Once a company has determined the basic objectives of an advertising campaign and established an advertising budget, it should decide on the message, the mass media and the receiver. All these factors are interconnected. It can happen so that the receiver (or the so-called “target audience”) will determine the message and the media.

There are a number of regulations that control the content of an advertisement and firms are required to follow the British Code of Advertising Practice. Some essential ideas of the code are:

• all advertisements should be legal, decent, honest and truthful;

• they should be prepared with a sense of responsibility to the consumer

• all advertisements should conform to the principles of fair competition as generally accepted in business

• no ad should bring advertising into disrepute or reduce confidence in advertising as a service to industry and to the public.

In any case, advertisements should bright and eye-catching to attract the attention of the consumer. At the same time it should be understandable to the reader. To achieve this a copywriter and all other people involved in the process of advertisement-making use all their creativity and imagination. Creative approaches can be different. For example, while advertising the goods of mass demand, as a rule, they use emotional motives, for the products of industrial purpose – rational. In any case, advertising is effective when it meets several requirements.

• Market characteristics of goods are precisely formulated. Advertising should contain specific information of its use and differences from the goods of competitors.

• Advertisements promise the consumer benefits at purchasing the goods. The advantages of the goods should be given, positive features singled out in the headings of ads, illustrations and even the style of the text.

• The advertisement contains a successful advertising idea – original, attractive and at the same time easy to understand and recognize.

• It emphasizes a high quality of the offered goods and at the same time it itself associates with the high quality.

• It is original and not boring.

• The advertisement has an exact target orientation, reflecting different interests, desires and informing the consumers about the product.

• Advertising emphasizes new unique features and properties of the goods. It predetermines its success in the market.

• Advertising gains the attention of the audience that is reached by successful art, text decisions and placement of the advertisement in mass media.

All these features are the key-factors that influence the success of an advertising campaign.

Scanning