Vocabulary Notes:

1. doubt [daut] – неясність; сумнів, вагання;

2. overcommunicated [ֽəuvəkə`mju:nıkeıtıd] – такий, що характеризується гіперкомунікацією (прискореною комунікацією; надмірною комунікацією);

3. invading (public spaces) [ın`veıdıŋ] – той, що вторгається (захоплює; оволодіває; окуповує) (громадські місця);

4. public spaces [`pAblık `speısız] – громадські місця;

5. average citizen [`ævərıG `sıtızən] – обиватель; середньостатистичний громадянин;

6. urban centre [`ə:bən `sentə] – місто; міський центр;

7. exposed (to) [ık`spəuzd] – такий, що піддається (чомусь); той, що зазнає впливу (чогось);

8. commercial message [kə`mə:∫<sup>ə</sup>l `mesıG] – комерційне звернення;

9. (higher) figure [`fıgə] – (вища) цифра;

10. non-personal [ֽnOn`pə:s^ənəl] – неособистісний; неперсональний;

11. sales communication [ֽseı^əlz kəֽmju:nı`keı∫^ən] – засоби поширення комерційної інформації; комерційна інформація;

12. throughout (history) [θru`aut] – протягом, упродовж (історії);

13. to per­suade [pə`sweıd] / [p<sup>ə</sup>r`sweıd] – умовляти, переконувати;

14. product advertising [`prOdAkt `ædvətaızıŋ] – товарна реклама (реклама товарів / послуг); конкуруюча реклама (реклама різними виробниками одного й того ж самого продукту; виробники змагаються між собою за збільшення ринку збуту продукції, яку рекламують);

15. institutional advertising [ֽın^tstı`tju:∫<sup>ə</sup>nəl `ædvətaızıŋ] – реклама самої фірми, а не її товарів; рекламування достоїнств організації;

16. goodwill [ֽgud`wıl] – престиж фірми; умовна вартість ділових зв’язків; ділова репутація; “шанси”; добра воля; непомітні активи компанії; нематеріальні активи компанії (підприємства); вартість репутації, престиж (фірми, компанії), гудвіл;

17. government entity [`gAv<sup>ə</sup>nmənt `entəti] – урядова організація;

18. megaphone [`megəfəun] – рупор; мегафон;

19. down-to-earth [ֽdaun tu `ə:θ] – розумний, практичний;

20. conversational (tone) [ֽkOnvə`seı∫^ənəl] – розмовний (тон);

21. digni­fied [`dıgnıfaıd] – поважний; величний;

22. copywriter [`kOpiֽraıtə] – копірайтер, текстовик, укладач рекламных текстів (творчий співробітник, який укладає рекламні тексти, створює сюжети для рекламних ілюстрацій);

23. de­scriptive [dı`skrıptıv] – описовий; образний; наочний;

24. brevity [`brevəti] – короткість, стислість;

25. lively [`laıvli] – живий; пожвавлений; веселий;

26. punctuation [ֽpAŋkt∫u`eı∫^ən] – пунктуація;

27. luxury [`lAk∫əri] / [`lAgჳəri] – розкіш; предмет розкоші;

28. scientific backing (for) [ֽsaıən`tıfık `bækıŋ] – наукове підкріплення;

29. to liken (to) [`laıkən] – уподібнювати (чомусь); прирівнювати (до);

30. (opening) “break” shot [ֽbreık `∫Ot] – початковий удар (розбиття);

31. pool (billiards) [pu:l] – пул (вид більярдної гри);

32. chain reaction [t∫eın ri`æk∫^ən] – ланцюгова реакція;

33. extent (of) [ık`stent] – ступінь, міра;

34. to measure [`meჳə] / [`meჳ^ər] – міряти, вимірювати; оцінювати, визначати (характер тощо).

Task 4. Complete the sentences making the proper choice.

1. According to the text we live in … society.

1. underpopulated;

2. overcommunicated;

3. underestimated;

2. Most experts claim that the average citizen of an urban centre today is exposed to over … commercial messages a day.

1. 50;

2. 500;

3. 5000;

3. Throughout history, the …of advertising hardly changed.

1. purpose;

2. forms;

3. tools;

4. There are … basic types of advertising.

1. two;

2. three;

3. four;

5. Statistics says that customers can choose from among … products in the average supermarket.

1. 1,000;

2. 10,000;

3. 100,000;

6. Advertising research shows that people re­spond better to a … tone.

1. down-to-earth;

2. dignified;

3. formal;

7. Advertisers like language that suggests that their products …

1. are of especially high quality;

2. make us more attractive;

3. all the above;

8. The economic effect of advertising can be likened to …

1. a bullet in ice hockey;

2. referee’s final whistle in football;

3. the opening “break” shot in pool or billiards;

1. The moment a company begins to advertise, a … reaction of economic events takes place.

1. chain;

2. explosive;

3. irreversible;

10. To do its job, advertising must be …

1. readable;

2. understandable;

3. all the above;

Task 5. Agree or disagree with the following statements.

1. Advertising as a communication function was born in the 20^th century.

2. Advertising is defined as a non-paid, personal sales communication, directed at a large number of potential buyers.

3. Since ancient times the purpose of advertising has remained the same.

4. The two basic types of advertising are: distributional and institutional.

5. Institutional advertising involves selling a good or service.

6. To do its job advertising must shout at people.

7. Because of most customers’ illiteracy copywriters try to use words that are simple, lively, and full of personality.

8. Purely grammatical sentences are preferable in advertising messages.

9. Advertisers like language that suggests exclusiveness of their product.

10. The economic effect of advertising is related to its initial impact.

Task 6. Use the prepositions / articles from the box in the following phrases. Refer to the text “Advertising” (Task 3) to check your answers.

a	in ×2	of ×2	over
at	to ×4	for ×3	throughout

1. … day; 2. … history; 3. exposed …; 4. directed …; 5. the need …;

6. … billiards; 7. is related …; 8. value … money; 9. re­spond better …; 10. can be likened …;

11. the force … the shot; 12. … the average supermarket; 13. … 500 commercial messages; 14. scientific backing … a product; 15. a product … especially high quality.

Task 7. a) Make up the words using the following stems.

earth				good
	out		to
market		communicated		through
	will		over
super				down

b) Which of the derived words means:

• with no illusions or pretensions; practical and realistic;

• a large self-service store selling foods and household goods;

• characterized by excessive communication; the one in which there is too much communication;

• happening during the whole of a particular period of time; from beginning to end of (an event or period of time);

• the established reputation of a business regarded as a quantifiable asset and calculated as part of its value when it is sold?

c) Translate into Ukrainian paying special attention to the words in italics.

1. Changing minds in our overcommunicated society is an extremely difficult task. 2. The word “overcommunicated” uses 16 letters: A C C D E E I M M N O O R T U V. 3. Their ideas seem to be far more down-to-earth and sensible. 4. Gloria is probably the most down-to-earth person I’ve ever met. 5. The first true supermarket in the United States was opened by Michael J. Cullen, on August 4, 1930, inside a 6,000 square foot (560 m²) former garage in New York City. 6. Supermarkets have changed the look of our high streets, and as some argue, are causing the disappearance of small independent shops. 7. Goodwill was originally used to reflect the fact that an ongoing business had some “prudent value” beyond its assets, such as the reputation the firm enjoyed with its clients. 8. Goodwill can be negative. Negative goodwill is recognized as a liability. 9. House prices continued to rise throughout the 1980s. 10. As we have tried to show throughout this book, companies that provide outstanding service don’t do it by luck.

Task 8. In the text “Advertising” (Task 3) find antonyms of the following words.

1. rural; 2. illegible; 3. repulsive; 4. ugly; 5. informal; casual; 6. decreasingly; less; 7. incomprehensible; 8. undercommunicated; 9. colourless; neutral; dull; 10. impractical, unreasonable, unsensible.

Task 9. Find synonyms among the following words from the text “Advertising” (Task 3).

1. idea; 2. scope; 3. entity; 4. extent; 5. to build; 6. concept; 7. colorful; 8. picturesque; 9. to construct; 10. organization;

Task 10. Which words do the following attributes describe? Refer to the text “Advertising” (Task 3) to check your answers.

-----------	-----------	-----------
warm;	formal;	lively;
human;	digni­fied;	simple;
colorful;	down-to-earth;	full of personality.
personal;	conversational;
de­scriptive;
picturesque;

Task 11. Relate the words in the box with the actions denoted by the following infinitives. Refer to the text “Advertising” (Task 3) to check your answers.

people	companies	advertising	economic events
products	advertisers	copywriters	citizens of big cities

1. to shout; 2. to speak; 3. to be born; 4. to be heard; 5. to advertise;

6. to take place; 7. to develop styles; 8. to be likened (to); 9. to be exposed (to); 10. to be directed (at);

11. to re­spond (better to); 12. to invade (public places); 13. to like (specific) language; 14. to build a conversational tone; 15. to make (somebody more) attractive.

Task 12. a) Make the difference between the following words.