7. Read and translate the text: Advertisement as a Service

Although people are usually annoyed by all the advertisements printed in newspapers and magazines and the commercials broadcast on TV, the impact of the whole advertising industry on a single person is immense and plays a very important role in our lives. Advertising absorbs vast sums of money but it is useful to the community.

Nowadays advertising is a form of communication used to influence individuals to purchase products or services or support political candidates or ideas. Frequently it communicates a message that includes the name of the product or service and how that product or service could potentially benefit the consumer. Advertising often attempts to persuade potential customers to purchase or to consume a particular brand of product or service. Modern advertising developed with the rise of mass production in the late 19th and early 20th centuries. To make the ads more productive and the product more sellable, advertisers often use figures of famous persons in it.

What are the functions of advertisements? The first one to mention is to inform. A lot of the information people have about household devices, cars, building materials, electronic equipment, cosmetics, detergents and food is largely derived from the advertisements they read. Advertisements introduce them to new products or remind them of the existing ones.

The second function is to sell. The products are shown from the best point of view and the potential buyer, on having entered the store, unconsciously chooses the advertised products. One buys this washing powder or this chewing gum, because the colorful TV commercials convince him of the best qualities of the product. Even cigarettes or sweets or alcohol are associated with the good values of human life such as joy, freedom, love and happiness, and just those associations make a person choose the advertised products.

The aim of a good advertisement is to create a consumer demand to buy the advertised product or service. Children are good example as they usually want the particular kind of chocolate or toy or chewing-gum. Being naive they cannot evaluate objectively what is truthful and what is exaggerated and select the really good products unless they buy the goods and check for themselves.

Thirdly, since the majority of advertisements are printed in our press we pay less for newspapers and magazines, also TV in most countries is cheap. The public advertising seen on street hoardings, railway stations and buildings makes people’s life more joyful. Moreover, all those small ads in the press concerning “employment”, “education” and “For sale and wanted” columns, help ordinary people to find a better job or a better employee, to sell or to buy their second-hand things and find services, or learn about educational facilities, social events such as, concerts, theatre plays, football matches, and to announce births, marriages and deaths. Thus despite our dissatisfaction when being bombarded by all the advertisers’ information we must admit that they do perform a useful service to society, and advertisements are an essential part of our everyday life.

1. Answer the questions:

1. What role does advertisement play in our society? 2. In what centuries did

modern advertising start to develop? 3. What are the functions of advertisements? 4. What information do people have from the advertisements they read? 5. What is the aim of a good advertisement? 6. Is television expensive in most countries or not? 7. What is the definition to the term “advertising”?

2. Translate the words and word-combinations from English into

Russian: to be annoyed, to print, commercials, to broadcast on TV, benefit, brand, household devices, detergents, a potential buyer, a chewing gum, a consumer, service, hoardings, employment, “for sale and wanted”, dissatisfaction.

3. Make up 5 sentences using the words and word-combinations from the

text “Ad as a Service”. Ask your partner to translate them.

8 .

of advertisement

Ads should be:

• short

• informative

• bright and colorful

• well-memorable

• created by specialists

• ?

9. Our congratulations! Today is your first business trip! You are an advertising specialist. You are invited to the WPA (World Presentation of Advertising) in… London! Are you ready to go on business? Good luck!

a) Choose one of the advertisements from a magazine or a newspaper. Prepare a short presentation of the advertisement according to the plan:

1. Greet your colleagues and introduce yourself.

2. Tell what the advertisement is about.

3. Describe the picture of the ad (if there is one).

4. What “Golden rules” are used in the ad?

5. Tell about positive and negative sides of the ad.

6. Come to conclusion.

7. Thank your colleagues for attention.

b) In the end of the conference discuss the results with other advertising specialists and choose 3 best ads.

10. Read and remember the following words and word-combinations:

coverage	показ, передача, репортаж
publicity	содействие популярности, паблисити (с привлечением вни­мания широких слоев населения к личностям, товарам или услугам с ис­пользованием средств массовой информации); информация, используе­мая для придания известности или популярности отдельным личностям, товарам, услугам
story	(ам.) газетный материал, сообщение в печати (очерк)
publicist	публицист; агент по рекламе
communication industry	индустрия коммуникации
standpoint	точка зрения
to advance a goal	выдвигать (ставить) цель (задачу)
to create favorable attitudes and opinions	создавать благоприятную оценку и мнение
to generate sales	производить реализацию товара
advertising	реклама; передача рекламы; рекламное дело; рекламная деятельность
advertisement = ad	реклама; объявление
to submit an advertisement	представить рекламу
to run an advertisement	показывать рекламу; публиковать рекламу
to handle the material	иметь дело с материалом; трактовать материал
sales department	отдел реализации
news department	отдел информации
news hole	место, отведенное под информацию
news space	количество строк, отведенное под информацию
periodicals	периодические издания
to cut back on pages	сократить количество страниц в периодическом издании
competition	конкуренция, соревнование
“one size fits all” news	новости, удовлетворяющие все вкусы (интересы)
circulation	тираж
overload	перегрузка, перенасыщение
information clutter	мешающая информация, мешающие сюжеты (рекламные вставки, титры, объявления, анонсы – всё, что может раздражать телезрителя и снизить действенность рекламы); информационный хаос
a weekly	еженедельное периодическое издание
indispensable	необходимый; обязательный
to target	нацелить
to meet the requirements	отвечать требованиям
gatekeeper	цензор (продюсер, издатель и другие лица из руководящего состава, ответственные за окончательный выпуск программы)
to blanket	зд. «забросать» (в большом количестве, o новостях)
versus (vs)	против (лат.)

11. Translate into English: цензор, тираж, отдел реализации, реклама,

точка зрения, отвечать требованиям, новости, удовлетворяющие все вкусы, информационный хаос, нацелить, ставить цель, показывать рекламу.

6. Match the words with their synonyms:

to meet the requirements	number of copies printed
indispensable	to deal with
circulation	to satisfy the demands
clutter	censor
competition	universal
to handle	to reduce
periodical	to public
to blanket	necessary
gatekeeper	chaos
one size fits all	opinion
to cut back	serial
to run	to overwhelm
standpoint	contest