- •Международный консорциум «Электронный университет»
- •Unit 18. Implied Warranties 82
- •Unit 1.
- •Unit 2.
- •Answer the questions:
- •Unit 3.
- •Influences on consumers
- •Unit 4.
- •Unit 5.
- •Problem–solving:
- •Unit 6.
- •What to Do After Buying
- •What is it important to do when any problem happens?
- •Tips on Writing a Consumer Letter of Complaint
- •Unit 7.
- •Consumer Protection Agencies and Organizations
- •Problem–solving:
- •Unit 8.
- •Taking Your Case to Court
- •Problem–solving:
- •Unit 9.
- •Read and translate the text.
- •Problem–solving:
- •Deceptive sales practices
- •Easy Money
- •Problem–solving:
- •Unit 10.
- •Unit 11.
- •Unit 12.
- •Unit 13.
- •Unit 14.
- •The Electric Knife
- •Problem–solving:
- •Unit 15.
- •Problem–solving:
- •2. For each of the following situations, decide whether a contract has been made. Give your reasons.
- •Unit 16.
- •Illegal Contracts
- •Problem–solving:
- •Unit 17.
- •Express Warranties
- •Problem–solving:
- •Unit 18.
- •Implied Warranties
- •Problem–solving:
- •Unit 19.
- •Problem–solving:
- •Unit 20.
- •Problem–solving:
- •Unit 21.
- •Unit 22.
- •Unit 23.
- •Unit 24.
- •Unit 25.
- •Unit 26.
- •1. Сomplete the sentences, using the appropriate words:
- •1. Сomplete the sentences, using the appropriate words:
- •1. Сomplete the sentences, using the appropriate words:
- •1. Сomplete the sentences, using the appropriate words:
- •1. Сomplete the sentences, using the appropriate words:
- •1. Сomplete the sentences, using the appropriate words:
- •Unit 6. What to Do After Buying
- •1. Сomplete the sentences, using the appropriate words:
- •Unit 7. Consumer Protection Agencies and Organizations
- •1. Сomplete the sentences, using the appropriate words:
- •Unit 8. Taking Your Case to Court
- •1. Сomplete the sentences, using the appropriate words:
- •1. Сomplete the sentences, using the appropriate words:
- •4. What values do you know?
- •1. Complete the sentences, using the appropriate words from the box:
- •1. Complete the sentences, using the appropriate words from the box:
- •1. Complete the sentences, using the appropriate words from the box:
- •1. Complete the sentences, using the appropriate words from the box:
- •1. Complete the sentences, using the appropriate words from the box:
- •1. Complete the sentences, using the appropriate words from the box:
- •1. Complete the sentences, using the appropriate words from the box:
- •3. Translate the following sentences into English:
- •1. Complete the sentences, using the appropriate words from the box:
- •1. Consumers should be cautious regarding sales offers made by telephone because:
- •1. Complete the sentences, using the appropriate words from the box:
- •2. Are the statements true (t) or false (f)? Correct the false statements.
- •1. Complete the sentences, using the appropriate words from the box:
- •1. Complete the sentences, using the appropriate words from the box:
- •1. Complete the sentences, using the appropriate words from the box:
- •1. Complete the sentences, using the appropriate words from the box:
- •1. Complete the sentences, using the appropriate words from the box:
- •1. Complete the sentences, using the appropriate words from the box:
- •2. The finance charge is:
- •Daily (adj.) ежедневный, повседневный
- •Disclaimer (n.) отказ от ответственности
- •Slightly (adv.) слегка
Unit 12.
Ads that Appeal to Our Emotions
Read and translate the text.
For many consumers, the biggest problem is not false advertising. Rather, it is legal advertising that influences them to buy things they really don’t want, need, or know much about. Many ads try to sell products by appealing to the emotions.
Some ads associate products with popular ideas or symbols, such as family, motherhood, wealth, or sex appeal. These ads try to convince you that purchasing the advertised products will associate you with the same ideas or symbols. Nearly all perfume ads in magazines, for example, include photos of beautiful women. The message to consumers: Use this perfume and you will appear to be as beautiful as the woman in our ad.
The bandwagon approach is a technique that promotes the idea that everybody’s using the product. Automotive manufacturers sometimes claim, for example, that their car, truck, or minivan is “best selling in its class in America . . . three years running.” The message: Because others have bought our product, you should, too.
Related to this is celebrity appeal. This technique involves having famous athletes or movie stars advertise the product. The best–known celebrity ads show professionals athletes promoting sports equipment. These people bring glamour and style to ads, but this does not necessarily mean the products are of high quality.
Still other ads try to convince consumers by resorting to the claims of authorities, such as doctors, or by citing test results or studies that appear scientific. Ads for certain medicines include the phrase, “recommended by doctors.” Of course, smart consumers would want to know which doctors recommended it, and for what symptoms.
A common television technique is based on the notion that seeing is believing. A popular television ad shows a housekeeper cleaning two areas of bathroom tile, one with the recommended product and the other with the product of a leading competitor. After one quick stroke, one area of tile sparkles, and the other is still dirty. Consumers tend to remember this picture when thinking about cleaning products.
Some ads appeal to emotion simply by trying to make us laugh or feel good. One airline ran an ad frequently in winter months showing a tanned, rested couple lounging on a warm, sunny beach. The idea was to make customers feel good and think of that airline first for travel to warm vacation spots in the winter.
Other ads include catchy musical jingles. One cola company contracted with a famous rhythm–and–blues performer to play the piano and sing in its ads. Consumers remembered both the jingle and the product.
Some advertisers have been successful in getting consumers to connect one brand name with a certain product. For example, consumers often say jello when they may mean gelatin and kleenex when they may mean tissue. The people who make the ads for these products know that many shoppers select nationally advertised brands even though local or store brands may cost less and be of equal quality.
Whatever technique advertisers use, you should learn to separate the product from the characters and images in its ads.
Find the equivalents of the following words and expressions in the text.
Обращение к чувствам; лидер продаж; увидеть – значит поверить; легко запоминающиеся мелодии; торговое марка; спортивное оборудование; ссылаться на результаты тестов; загорелая, отдохнувшая пара; рекламный прием.
Answer the questions:
What is the biggest problem for many consumers with advertising? Is it the same with you?
What advertising techniques are mentioned in the text? Explain the meaning of each of them. Give your own examples.
Which technique influences you most? Why?
Can you separate the product from the characters and images in its ads?
Which ad do you find the best? The worst? Why?
How would you advertise your product?
Problem–solving:
Read and analyze the following ads. For each, answer the following questions: What technique or appeal is used? Is any important information missing? To whom is the ad trying to appeal–children, adults, women, men, or some other group?
a. “Show your love to a friend and to Mother Earth. Use the greeting card made from recycled products.”
b. “Nine out of 10 doctors recommend ‘Super Strength’ Pain Reliever.”
c. A famous actress says: “If you want to get that special man in your life, use Avec Moi Perfume.”
d. “Going out of business! Bargains galore! Everything at the Pants Palace is priced to sell, sell, sell.”
e. “Your mother used Stuart’s Baby Powder; shouldn’t you?”
f. “For the time of your life, drink Brewmeister Beer.”
g. “You’ve come a long way, baby. Why not smoke a woman’s cigarette?”
h. Select three effective ads from a newspaper or magazine. Why is each ad effective? What technique or appeal is being used in each ad? (Instead of using print ads, you could tape ads from radio or videotape ads from television.)
Match the words on the left with the correct definition on the right:
Bandwagon approach |
technique involves having famous athletes or movie stars advertise the product. |
Celebrity appeal |
a common television technique |
Claims of authorities |
technique that promotes the idea that everybody’s using the product. |
Seeing is believing |
convince consumers by citing test results or studies that appear scientific. |