2) Advertisement as a service

Vocabulary:

wasteful‑расточительный

to inflate‑взвинчивать(цены)

attractive‑привлекательный

adjoin‑примыкать, прилегать

Advertisement is often criticized. There are three most common criticism:

1.Advertisement is wasteful and increases prices;

2. It is sometimes vulgar and tasteless;

3. It exploits the consumers and creates unnecessary needs.

Its defenders say: 1) advertisement reduces rather then inflates prices, especially in competitive markets; 2) taste is individual matter and advertisement are often more attractive, tasteful and entertaining then the programs or printing text. That adjoin them and advertisement reflect public needs rather then creating them.

Questions for this part:

1. What are reflected in advertising?

2. What are the main objectives of advertising?

3. What are the most common criticism of advertisement?

4. What are the pluses of advertisement?

5. Tell your personal opinion.

1. Introduction

Test.

1. Marketing includes………….

a. promotions

b. advertisings

c. publicities

d. distributions

2. One of the stages of marketing is………

a. promotion

b. advertising

c. publicities

d. distributions

3. The stages are like…… in a chain.

a. lines

b. stripes

c. strikes

d. links

4. Advertising can do……about old and new products and services.

a. an awareness

b. an image

c. a design

d. a value

5. There are ……main objectives of advertising.

a. 4

b. 3

c. 5

d. 2

6. Advertising……..international today.

a. has became

b. became

c. have become

d. has become

2. Advertisement as a service. The ethical questions.

Test.

1. Advertisement exploits the……and creates unnecessary needs.

a. students

b. competitors

c. consumers

d. politicers

2. There are the…… most common criticism.

a. 2

b.3

c.4

d.5

3. Advertising reduces rather than…… prices.

a. inflates

b.increases

c. decreases

d. stimulates

II. Art of advertising

Vocabulary:

to immerse- поглощать, вовлекать

an appeal‑ обращение

rough‑ грубый

persuasive‑убедительный

preferable‑ предпочтительный

to accomplish‑выполнять

amount‑ количество

to achieve‑достигать

to stifle‑ душить, подавлять

to confine‑ограничивать

to wind up‑ завершать

subconscious‑подсознание

to review‑ обозревать

It is not creative, unless it sells

It is unwritten philosophy of company Benton and Bowles and the most major advertising agencies. Creativity is essential but it is insufficient. The advertisement must show the unique benefit of the product in a memorable way. But how can we get to know what is creative and what is not. Benton and Bowles worked out the main formula of creativity.

Any advertisement usually consists of an image and some text. The text part deals with message strategies.

The message strategies part will be divided according to six main topics:

1. Creativity. It should be discussed as part of message strategy because the most visible creativity takes place in terms of the creation of the message.

2. To create the message of relevance, the writers and artists immerse themselves in all available information.

3. Message appeals should be product oriented or consumer oriented.

4. Copy and layout. Copy deals with the verbal aspects of the message. Layout deals with the visual aspects. Copy and layout are terms specific to print, the concepts of verbal and visual message components also hold for broadcast.

5. Production. After each message has been created and put on the paper in a rough form it must be produced in its appropriate medium.

6. The goal of the message strategy is to develop a message or series of messages. There can be one message or a number of messages working together. In many cases it is preferable, to have several message coordinated over time as a company.

A very important moment in creating the advertisement and especially in choosing the message is to clearly and correctly set the objectives. The objectives have 4 components: 1) target markets; 2) task of advertising; 3) time period within which to accomplish task; 4) amount of change to achieve within target.

It is often said that objectives and strategies are the enemies of creativity. They stifle, restrict and confine the creativity. These statements almost come from writers and artists. But these objectives and strategies don’t stifle real creativity. Real creativity leads to the development of unique memorable forceful message. As David Ogilvy wrote “what you have to say is more important than how you say it. Your most important job is to decide what you are going to say about your product, what benefit you are going to promise”.