Тема: Рекламная деятельность

История и средства рекламы.

Study the words and the word-combinations.

medium ['mi:diǝm] — средство (pl -s, -dia);

the media — средства массовой информации;

circulation — тираж;

likely — вероятный;

pervasive — всюду проникающий;

spot — место;

composition — состав;

charge — запросить;

segment — сектор;

direct — напрвлять;

billboards – рекламные щиты;

poster — плакат, афиша;

intrusive — назойливый, навязчивый;

techniques — технические приемы;

persuade — убедить;

respond — реагировать;

charities — благотворительные дела;

media — средства массовой информации;

by word of mouth — устно;

flourish — процветать;

primarily — главным образом.

I. Read and translate the text.

Advertising and its history

To advertise means to tell people publicly about a product or service in order to persuade them to buy it. Advertising – the techniques and practices used to bring products, services or opinions to public notice for the purpose of persuading the public to respond in a certain way toward what is advertised. Most advertising involves promoting a good that is for sale, but similar methods are used to encourage people to drive safely, to support various charities, or to vote for political candidates. In many countries advertising is the most important source of income for the media through which it is conducted. The media are all the organizations, such as television, radio, and the newspapers, that provide information for the public. In the ancient and medieval world such advertising as existed was conducted by word of mouth. The first step toward modern advertising came with the development of printing in the 15th and 16th centuries. In the 17th century weekly newspapers in London began to carry advertisements, and by the 18th century such advertising was flourishing. The great expansion of business in the 19th century was accompanied by the growth of an advertising industry; it was that century, primarily in the United States, that saw the establishment of advertising agencies. Advertising agency is a company that designs and makes advertisements for other companies. By the 1920s advertising agencies could plan and execute complete advertising campaigns.

II. Answer the questions.

1) What is by the term “advertising” meant? 2) What most advertising involve does? 3) Where advertising is used? 4) What the most important source of income for the media is? 5) How was advertising in the ancient and medieval world conducted? 6) What the first step toward modern advertising was? 7) Who to carry advertisements in the 17th century in London began? 8) What was accompanied the great expansion of business in the 19th century by? 9) What century the saw establishment of advertising agencies?

III. Agree or disagree with the following statements.

1) To advertise means to make an announcement, for example in a newspaper or on a poster, that a job is available. 2) Advertisement is a picture, set of words, a film etc that is used to advertise a product or service. 3) Advertising is used to bring its preconceived opinions to public notice. 4) Advertising promotes unsaleable goods for sale. 5) Advertising encourages people to make traffic violations. 6) Advertising discourage people to back up various charities. 7) Advertising has the purpose of persuading the public that charity begins at home. 8) Advertising encourages people to vote for political candidates holding extreme views in politics. 9) Advertising encourages people to hold a candle to the devil. 10) Advertising is something that gives people what they want knowing it is not good for them. 11) Advertising is the most important source of income for the gutter press. 12) Advertising tuckers any man of sense out. 13) Advertising makes anyone extremely angry or annoyed.

IV. Translate the following questions from Russian into English and answer them.

1) Реклама используется для того, чтобы привлечь внимание публики к определённым товарам? 2) Реклама убеждает нас осторожно водить автомобиль? 3) Реклама поддерживает благотворительные дела? 4) Реклама призывает нас голосовать за политических кандидатов? 5) Реклама процветает?

V. Complete the following statements and retell the text “Advertising and its history”.

1) To advertise means … 2) Advertising is … 3) … is the action of calling something to the attention of the public especially by paid announcements. 4) Most advertising involves … 5) Advertising encourages … 6) Advertising supports … 7) Advertising helps people to vote … 8) The most important source of income for the media is … 9) Advertising is conducted through … 10) Advertising was conducted by … in the ancient and medieval world. 11) Modern advertising came with … 12) Weekly newspapers in London began … 13) … was accompanied by … 14) The United States saw … 15) Advertising agencies could …

VI. Read and translate the text.