8. Read the text, discuss and give examples of successful advertisements:

I n a TV commercial the advertiser is trying to persuade you to go out and buy something. He wants to make you feel that you really must have it. There are a number of different ways of doing this:

• The snob effect. You are told that the product is most exclusive and of course rather expensive. Only the very best people use it.

• The scientific effect. A serious-looking man with glasses and a white coat, possibly a doctor or a professor, tells you about the advantages of the product.

• The words-and-music effect. The name of the product is repeated over and over again, put into a rhyme and sung several times, in the hope that you won’t forget it. The sung rhyme is called a «jingle».

• The ha-ha effect. The advertiser tries to make you laugh and have pleasant emotions by showing people or cartoon figures in funny situations.

• The VIP (Very Important Person) effect. Well known people, like actors or football-players, are shown using this product.

• The supermodern effect. The advertiser tries to persuade you that this product is a sensation or something really new.

• The go-go effect. This is suitable for the teenage market. It shows young people having a party, singing, laughing, having a wonderful time, and, of course, using the product.

9. Translate and comment on the quotations:

• You can tell the ideals of a nation by its advertisements. Norman Douglas

• Advertising is the first, second and the third elements of success. P. T. Barnum

• Let advertisers spend the same amount of money improving their product that they do on advertising, and they wouldn’t have to advertise it. Will Rogers

• Advertising without research is like shooting an arrow into the air and then looking for a target to catch it with. Author Unknown

• It's a short road that has no advertising signs. Author Unknown

10. Choose the right answer:

1. Advertising

a. is a means of existence.

b. is a guarantee of success.

c. doesn’t play any role.

d. is a powerful force.

2. The message of advertising is

a. to show the right way of life.

b. to be true to life.

c. to teach people to choose the best and the cheapest.

d. to make people buy things.

3. The ads that people respect are the ones that

a. show expensive good.

b. offer something extraordinary.

c. persuade people to buy goods.

d. give complete information.

11. Fill the gaps with prepositions from the box. Translate the sentences:

with; on; for; to; of; in; for; of; from

1. An obvious reason (1) ___ advertising is simply informing people of the existence of products they might be interested (2) ___ buying.

2. Advertising may be described as the science (3) ___ arresting human intelligence.

3. Modern advertising developed (4) ___ the rise of mass production in the late 19th and early 20th centuries.

4. Advertising plays an important part in making modern goods and services available (5) ___ the general public.

5. Advertising agency is a company specializing in producing and placing advertisements (6) ___ clients

6. Advertising is the fine art (7) ___ making you think you have longed for something all your life that you never heard of before.

7. Advertisers know (8) ___ practical experience that products, old or new, cannot be forced (9) ___ people.