IV. Translate the following sentences into English.

1. Он работает в рекламном бизнесе. 2. Вам нужно научиться рекламировать свои товары. 3. Товары этой фирмы рекламируются в прессе и по телевидению. 4. Реклама оказывает сильное влияние на покупателя. 5. Сторонники рекламы утверждают, что материальный комфорт и безопасность лежат в основе дальнейшей деятельности человека. 6. Противники рекламы говорят, что реклама, играя на эмоциях, заставляет людей покупать вещи, которые им не нужны. 7. Утверждают, что реклама отрицательно влияет на нашу систему ценностей. 8. Вы должны уметь определить, какой именно вид рекламы будет работать более успешно. 9. Паблик рилейшнз менее контролируема, чем реклама, и вызывает больше доверия. 10. Эта фирма проводит сейчас конкурс на лучшую рекламу этого товара. 11. Агенты обещали рекламировать наш товар в местной прессе. 12. Реклама помогает продаже товаров. 13. В сегодняшней газете есть объявление о продаже компьютера.

Text 2 Advertising and advertisement

In the eyes of the business world and of many economists, advertising serves an indispensable function. It helps consum­ers to choose among competing products. Also, by spurring de­mand for products, it extends the possibilities of mass produc­tion and thus leads to the economies of scale and to lower consumer costs. Advertising plays a very important part in mod­ern merchandising. The manufacturers tell the public about their new products and the stores tell the public about what prod­ucts they have at what prices.

Advertisements can be seen in newspapers, magazines, and on television every day of the week. Many more advertise­ments are sent to customer's homes.

Advertising companies are called agencies. Each agency sells a lot of different products. Here is how it happens. The first stage is marketing research. Marketing researchers get informa­tion in three ways: on the phone, in group discussions, from ques­tionnaires. The agency then writes, films, records and photo­graphs a campaign. This is a series of advertisements on TV, on the radio, in newspapers and magazines.

This great business of merchandising employs millions of white-collar workers, from clerks in the stores to top execu­tives in the big department stores and the advertising agencies. For most clerks the salaries are low, but they are among the highest for top executives.

In the business world advertising is sometimes depicted as «the engine of prosperity». From another perspective, howev­er, advertising goes against important social values. It promotes self-indulgence and thus counters moral and religions teachings that urge selflessness. It creates false «needs» and encour­ages waste.

This inevitable tension between business values and oth­er social values often spills over onto the political stage, with the institutions of government struggling to resolve a point at issue. Should there be limits on the types of products that busi­ness people can advertise? Should advertisers be forced to men­tion the hazards as well as the attractions of products such as cigarettes? Should advertisers be required to substantiate their growing claims? Democratic political processes provide answers to such questions in a continuing process of adjustment and change increasingly offering protection to the consumer against false or harmful advertising.