- •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
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.
Talking Point
1. Study different styles of presenting messages and think which of them could be more preferable. Give arguments for your answer.
Slice of life. This shows one or several people using the product in a normal setting. A family seated at the dinner table might express satisfaction with a new biscuit brand.
Lifestyle. This emphasizes how a product fits in with a lifestyle. A scotch whisky ad shows a handsome middle-aged man holding a glass of Scotch Whisky in one hand and steering his yacht with the other.
Fantasy. This creates a fantasy around the product or its use. One of Revlon’s cosmetics ads features a barefoot woman wearing a chiffon dress. She comes out of an old French barn, crosses a meadow, and confronts a handsome young man on a white steed, who carries her away.
Mood and Image. This creates an evocative mood / image around the product, such as beauty, love or serenity.
Musical. This uses background music or shows one or more people or cartoon characters singing a song involving the product. Many Cola ads have used this format.
Personality Symbol. This creates a character that personifies the product. The character might be animated or real. (e.g. Mr. Muscle)
Technical Expertise. This shows the company/s expertise and experience in making the product.
Scientific Evidence. This presents survey or scientific evidence that the brand is preferred or outperforms other brands.
Testimonial Evidence. This features a credible, likable source praising the product. It could be a celebrity or ordinary people saying how much they like the product.
Illustrate the above given techniques with the examples of your own. How effective are the advertisements?
2. Read what famous people said about the essence of advertising. Discuss the extent to which you agree or disagree with the opinions stated below. Support your viewpoint with reasons and examples from your reading, observations or your own experience.
Advertising is the greatest art form of the twentieth century.
Marshall Mcluhan (1911-1980)
Canadian communication theorist
You can tell the ideals of a nation by its advertisements.
Norman Douglas (1868-1952)
British author
Promise, large promise is the soul of an advertisement.
Samuel Johnson (1709-1784)
British author
Early to bed and early to rise, work like hell, and advertise.
Laurence J. Peter
Writing
Choose one of the above mentioned ideas and comment on it in about 180-200 words.
Part 3. “The Structure of Advertisement”
Pronunciation
Watch the pronunciation of the following words and phrases from the text:
components
illustration
signature
subheadline
introductory paragraph
explanatory paragraph
closing paragraph
identify
substantiate
legible
conversational
layout
format elements
perception
rearrangement
Warm-up
Study the classical organization of an advertisement given in the Supplement on p. 36. What parts does it consist of? What are their functions? Share your ideas with the class.
Reading
Read the text and find answers to the following questions.