Module 4

Exercise 1. Translate the following words.

Bygone, bygone days, advertising, to depend on, doubt, merchant, wares, existence, immemorial, oral skills, medium, a crier, a hawker, Phoenician, refined over the centuries, to carry down-up, to roam, to make pleas, dairy, to decline in importance, relic, craft, a forerunner, brand name.

Exercise 2. Read and translate the following text.

Advertising in bygone days

Ancient advertising. Just when advertising began depends on how one wishes to define the term. In this History of Advertising, published in 1875, Henry Sampson says of the beginning of advertising: "There is little doubt that the desire among tradesmen and merchants to make good their wares has had an existence almost as long as the customs of buying and selling, and it is but natural to suppose that advertisements in some shape or form have existed not only time immemorial, but almost for all time. "

Because oral skills developed before reading and writing did, it is only natural that the earliest advertising medium was the spoken word. There is evidence that criers and hawkers were shouting their wares as far back as the days of the early Greeks, Romans, and Phoenicians. This primitive advertising, refined over the centuries, has carried down to the present day. Although hawkers do not often roam the streets with their cries, they have entered the home to make their pleas on radio and television.

Before long, competition and the need for identification necessitated signs. Signs used for identifying shops, with such appropriate illustrations as a goat (for a diary) or a mule driving a mill (for a baker), were unearthed in the ruins of Pompeii. (At the door of a schoolmaster there was a sign depicting a boy receiving a whipping!) There is also evidence of announcements painted on walls during this period. These included notices for theatrical performances, sports and gladiatorial exhibitions, advertisements of houses for rent, and appeals to tourists to visit local taverns. Perhaps the first written advertisement, however, was this three-thousand-year-old one inscribed on papyrus and found by an archaeologist in the ruins of Thebes: "The man-slave, Shem, having run away from his good master, Hapu the Weaver, all good citizens of Thebes are enjoyed to help return him. He is Hittite, 5.2 tall, of ruddy complexion and brown eyes. For news of his whereabouts, half a gold coin is offered. And for his return to the shop of Hapu the Weaver, where the best cloth is woven to your desires, a whole gold coin is offered. "

There is no doubt that advertising flourished in this period, but with the fall of the Roman Empire and the onset of the Dark Ages, advertising temporarily declined in importance to Western civilization.

Early English advertising. Perhaps the oldest relic of advertising among English-speaking people is family names referring to the various specialized crafts. The earliest of these designations was Smith. Names like Miller, Weaver, Wright, Tailor and Carpenter were the earliest means of product identification – the forerunner of the brand name so essential to modern advertising.

Beginning of printed advertisements. One of the most significant events in the development of advertising was the invention of a system of casting movable type by the German, Johann Gutenberg, in 1438. Paper had been invented more than a thousand years earlier by the Chinese and was introduced to Europe by the Turks in the twelfth century. Now all the necessary components were available for mass printing. At the same time, literacy was increasing. William Caxton, an early English printer, made advertising history in 1478 when he printed a handbill now regarded as the first known printed English advertisement. It advertised a book he had printed, the Salisburi Pye, rules for the clergy at Easter. The advertisement read: "If it please ony man spirituel or temporel to bye ony pyes of two and thre comemoracios of Salisburi use enpryntid after the forme of this present letter whiche ben wel and truly correct, late hym come to Westmonester in to the almonestrye at the reed pale and he shal have them good chepe. Supplico stet cedula". The Latin phrase at the end translates, "Let this notice stand."

Exercise 3. Answer the questions.

1. When did the advertising begin?

2. How did the earliest advertising take place?

3. What did a goat signify?

4. What can be found on some ancient walls?

5. What were early advertisements about?

6. How old is the first written advertisement?

7. Where was it found? What was it about?

8. Why did the advertising decline in importance?

9. What was the early English advertising?

10. What did Johann Gutenberg invent in 1438?

11. Who invented paper and when? Who introduced it to Europe?

12. Why is William Caxton famous?

Exercise 4. Define the following words and phrases.

Handbill, was introduced to Europe by the Turks, was available for mass printing, literacy, specialized crafts, clergy, the forerunner of the brand name, system of casting movable type, regard, Dark Ages, temporarily, means of identification, whereabouts, brand name, whipping, complexion, essential.

Exercise 5. Fill in the appropriate words:

1) advertising; 2) advertising; 3) advertising campaign; 4) advertising giant; 5) commercials; 6) commercials; 7) commercials; 8) publicise; 9) publicity; 10) publicity.  

1.Young & Rubicam is the US a)_________.

2.Often groups get b) ________by claiming that their record has been banned.

3. It may be time to ban all beer c)_________from television.

4. The authors of the paper called a press conference to d)_________their

findings.

5. This famous photographer prefers making e)_________for Reebok and

Virgin Airlines to taking pictures.

5. If BBC TV took just two minutes of f)________per hour, it could earn £334

million.

5. You will have to assemble the right creative material, such as g)______

photographs.

5. But h)_______is itself extremely volatile.

6. There will probably be a large-scale i)__________next month.

7. He duly appeared in a multimillion pound j)________campaign.

Exercise 6. Match the beginning and the end of the sentences.

1. We advertise extensively…

2. The threat proved successful. I wanted to publicise…

3. Some publicise the London…

4. HTV's advertising revenue…

5. We will be pleased to advertise job…

6. Of course she is an expert in…

7. A, B and C are taken from three…

8. "There’s no such thing…

9. They are planning a blitz of television…

10. "Advertising is the art of making…

a) …commercials, town-hall meetings and phone-ins.

b) …TV commercials which feature three different services.

c) …vacancies relating to frontier youth work.

d) …publicity and the use of the media.

e) …Zoo more than others.

f) …as bad publicity.”

g) …whole lies out of half truths." (Edgar A. Shoaff)

h) …rose 11.8 per cent to £101.8m.

i) …so your property is seen by more people.

j) …this outcome without making the implied criticism too hostile.

Exercise 7. Match the words from the text to their corresponding definitions:

1) brand; 2) general merchandise wholesaler; 3) advertising; 4) brand name; 5) four Ps of marketing; 6) full-service wholesaler; 7) cash-and-carry wholesaler; 8) drop shipper; 9) convenience goods and services.

a) paid, non personal communication through various media by organizations and individuals who are in some way identified in the advertising message;

b) a name, symbol, or design (or combination of these) that identifies the goods or services of one seller or group of sellers and distinguishes them from those of competitors;

c) word, letter, or group of words or letters that differentiate the goods and services of a seller from those of competitors;

d) a limited function wholesaler that serves mostly smaller retailers with a limited assortment of products they sell for cash;

e) products that the consumer wants to purchase frequently and with a minimum effort;

f) a limited function wholesaler that solicits order from retailers and other wholesalers and has the merchandise shipped directly from a producer to a buyer;

g) product, price, place and promotion;

h) a merchant wholesaler that performs all eight distribution functions;

Exercise 8. Fill in the appropriate words:

a) advertisements; b) advertising hoardings; c) advertising says to people      commercials; d) decided not to publicise; e) for this slimming diet; f) hoardings; g) huge hoardings; h) on buses and hoardings; i) our own television commercials; j) publicity; k) radio; l) team; m) the vocabulary of advertising; n) to advertise; o) without publicity; p) your advertising.

1. "The most important word in________is test. If you pretest your product with

consumers, and pretest________, you will do well in the marketplace." (David Ogilvy)

2. "______contain the only truths to be relied on in a newspaper." (Mark Twain)

3. He has threatened to pull down advertising__________in English.

4. His photograph was displayed_________.

5. I don’t think she’s a very good advertisement________ produced in the south.

6. Pepsi cancelled her__________.

7. The aid agencies working there_________ the report...

8. If you would like ____ in this new format please contact the Advertising_____.

9. We even made _________ and our own ___________ commercials.

10. The toilets were wrecked and _________ torn from the walls.

11. "_____is the life of this culture – in so far as__________capitalism could not

survive – and at the same time publicity is its dream." (John Berger)

12. Everywhere there are _________ exhorting the workers to buy cheap food.

13. "_____________, 'Here's what we've got. Here's what it will do for you. Here's

how to get it." (Leo Burnett)