X. Advertising

advertising ['ædvətaiziη] – реклама (деятельность) advertisement (ad, advert) [əd'və:tismənt] – реклама (объявление) commercial [kə'mə:∫əl] – рекламный ролик to advertise ['ædvətaiz] – рекламировать

Essential vocabulary:

preference – предпочтение

to review – просматривать заново

logo – логотип

headline – заголовок

to convince – убеждать

to make smb. do smth. – заставлять кого-то делать что-то

reliability – достоверность

completeness – полнота

authority – основание, доказательство

convenience – удобство

Task 1. Take some notes while listening about advertising and answer some questions

Task 2. Read and translate the text

The modern world depends on advertising. In the world of advertising, selling products is the most important goal. As companies becoming more global, they are looking for new ways to sell their products all over the world.

Some people think that to advertise means to let the customers know about the product. Maybe it was so many years ago. Today, in times of high competition, a function of advertising is much more complex. You should not only let people know, you should make them buy. In different forms, in different words you should convince everybody that your product is the best. Since 1960s advertising began to create a product image instead of presenting the product benefit, advertising was gradually transformed into a science. It became a mixture of management, marketing and psychology.

The products are shown from the best side – even cigarettes, sweets or alcohol are associated with the good values of human life such as joy, freedom, love and happiness.

Because corporations are opening new markets and selling their products in many countries of the world, they are also advertising their goods and services there. These measures will bring great profits, but at the same time the problems of language and culture in global advertising become very serious. For example, Chevrolet tried to promote Chevy Nova in Latin America. In English, the word nova means a star. But in Spanish, it means “doesn’t go”. Would you buy a car with this name? In Latin America Marlboro’s advertisement doesn’t work, because cowboys are considered to be the poorest men there, who don’t have enough money to buy good cigarettes.

To avoid these problems of translation, most advertising firms are beginning to write completely new ads, considering different styles of communication in different countries, traditions and laws.

Really good advertising means the discovery of needs and wants in people that they even have not discovered in themselves! A successful, well-written advertisement doesn’t waste words or time. That is why you have to remember about AIDA (attention, interest, desire, and action). To buy your product people must go through it. At the same time your message must be short – use the number of words necessary to make the meaning clear. According to Yale University’s research, the following 12 words are the most efficient: You, Discovery, Safety, Money, Proven, Love, Guarantee, Save, New, Easy, and Health.