Language

1. Practise reading the following word combinations. If necessary, use a dictionary.

To persuade; town crier; events; commercial; advertisement; to permeate; facets of life; society; controversial; prospective customer; ultimate consumer; convenience goods; medium/media; coverage; target audience; expenditure; viewer; catalogue; brochure; to ignore; per cent; outdoor sign; bulletin; publicity; corporate image; frequency; spontaneous; to publicize; to succeed; merchandising orientation; promotion; entertainment; behavioural orientation.

2. Complete the sentences below with a suitable word from the list

below.

Ad, advert, advertise, advertiser, advertisement, advertising,

advertorials

1. Some people don’t like …, because they think the deceptive. 2. There’s no harm in applying for other jobs, but if I were you, I wouldn’t … the fact at work. 3. She scanned the job … in the paper. 4. I always make a cup of coffee during the …s. 5. I don’t have much respect for the … industry. 6. While claiming to promote positive images of women, … are in fact doing the very opposite. 7. I’m afraid, I’m not a very good …for the diet since I’ve actually put on weight. 8. If a firm has a really new message, publicity may be more effective than … . 9. Trade magazines, for example, may carry articles featuring the newsworthy products of regular … - in part because they are regular … . 10. Much … tries to persuade and influence consumers rather than inform them. 11. Has an … ever led you to do something that you would not have done had you not seen the …? 12. … often attempt to associate their product with desirable imagery to make it seem equally desirable.

3. Find in the texts sentences containing synonyms or synonymous

expressions for the following.

Text 1: all aspects; the extent; shopping mall; disputable; aim/purpose; general attempt; widely/greatly; considerable volume; requirements personal; whole; personnel; tools.

Text 3: various; on international level; merit; disadvantage; influence; to encounter hardship; to evaluate; modern; considerably; to increase; the majority of; again and again.

Text 4: promotion techniques; to stimulate; efficient; principal objectives; influencing rivals; to attract to; ground; proper; very; to realize.

4. Match a negative prefix with the word to make a new word. Give

their Russian equivalents.

1. adjectives: attractive, bearable, certain, countable, expressive, favourable, natural, pleasant, reasonable, successful, accurate, adequate, capable, decent, distinct, efficient, significant, moral, perfect, proper, graceful, interested;

2. verbs: interpret, read, approve, like, obey, please, trust lock.

5. Match the halves.

1 If money were not spent on adver- a) communicate between those

tising it would give manufacturers with goods and services to sell

the opportunity to and those who might benefit

from those goods and services.

2 Some firms spend large sums of b) make large numbers of their

money on advertising to workers redundant.

3 Many manufacturers see advertis- c) which the advertising message

ing as an insurance policy which of a TV or radio commercial is

gives them the opportunity to sung.

4 Advertising can be seen as the d) ensure that advertisers do not

means to make false statement about

their products and services.

5 The advent of satellite TV has e) restrict the entry of competitors

opened up possibilities for interna- into the market.

tional advertising agencies to

6 If manufacturers do not advertise f) substantially reduce the cost of

when sales fall they might have to the goods to the consumer.