- •М инистерство образования и науки Российской Федерации южно-уральский государственный университет
- •Unit 1. Personality
- •1.1. Vocabulary
- •1.2. Exercises
- •1. Translate into English using new vocabulary.
- •2. Translate the following quotations and comment upon them.
- •3. Role-play "a Formal Gathering".
- •Unit 2. Travel
- •1.1. Vocabulary
- •Inoculations
- •Inevitable
- •2.2. Exercises
- •1. Translate the following from Russian into English
- •2. Translate the following quotations and comment upon them.
- •3. Split into pairs and act out the following situation.
- •Unit 3. Work
- •3.2. Exercises
- •1. Translate the following from Russian into English
- •2. Translate the following quotations and comment upon them.
- •3. Role-play «Passing an Interview".
- •Unit 4. Languages
- •4.1. Vocabulary
- •4.2. Exercises
- •Translate the following sentences from Russian into English
- •2. Translate the following quotations and comment upon them.
- •Unit 5. Advertising
- •5.1. Vocabulary
- •5.2. Exercises
- •Translate the following sentences from Russian into English
- •2. Translate the following quotations and comment upon them.
- •3. Role play «Creating Adds»
- •Unit 6. Business
- •6.1. Vocabulary
- •6.2. Exercises
- •Translate the following sentences from Russian into English
- •2. Translate the following quotations and comment upon them.
- •3. Role play «Negotiating a Bank Loan»
- •Unit 7. Design
- •7.1. Vocabulary
- •Industrialisation
- •7.2. Exercises
- •1. Translate the following sentences from Russian into English
- •2. Translate the following quotations and comment upon them.
- •Unit 8. Education
- •8.1. Vocabulary
- •In order to do smth.
- •8.2 Exercises
- •1. Translate the following sentences from Russian into English
- •2. Translate the following quotations and comment upon them.
- •3. Role Play. "a Talk in the Living-Room".
- •Unit 9. Engineering
- •9.1. Vocabulary
- •Unit 10. Trends
- •10.1. Vocabulary
- •Infant mortality
- •10.2. Exercises
- •1. Translate the following sentences from Russian into English
- •2. Translate the following quotations and comment upon them.
- •Unit 11. Arts and media
- •11.1. Vocabulary
- •11.2. Exercises
- •1. Translate the following sentences from Russian into English
- •2. Translate the following quotations and comment upon them.
- •3. Role play «Interviewing a Celebrity»
- •Unit 12. Crime
- •12.1. Vocabulary
- •12.2. Exercises
- •1. Translate the following sentences from Russian into English
- •2. Translate the following quotations and comment upon them.
- •3. Role play
5.2. Exercises
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Translate the following sentences from Russian into English
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Реклама должна привлекать внимание и быть убедительной. Она должна побуждать (мотивировать) покупателя купить товар. Некоторые люди тратят целое состояние на товары, которые они увидели в рекламных роликах по телевизору.
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Эффективная реклама не просто информативна, она захватывает наше внимание, она оригинальна и креативна.
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ОК, давайте проведем мозговой штурм: как мы собираемся продвигать этот товар? Нам нужен хороший логотип и запоминающийся слоган.
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В древности реклама по большей части передавалась из уст в уста.
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Скрытая реклама – это размещение рекламной информации в таком контексте, в котором она не должна быть, например, в фильме.
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Если бы у нас был выбор, мы бы разместили рекламу на радио.
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Если бы Вам нужно было запустить рекламную кампанию, что бы Вы сделали? – Я бы разместил рекламу на автобусах и листовках.
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Если бы мне нужно было рекламировать новую линейку компьютеров, я использовал бы какую-нибудь знаменитость, например, успешного актера.
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Целевая аудитория для многих рекламщиков – это дети. Но не все осознают вредоносную природу рекламы. Во многих странах Европы существуют законы и подзаконные акты, которые запрещают рекламу для детей.
2. Translate the following quotations and comment upon them.
“Doing business without advertising is like winking at a girl in the dark. You know what you are doing, but nobody else does.”
Steuart Henderson Britt
“What is the difference between unethical and ethical advertising? Unethical advertising uses falsehoods to deceive the public; ethical advertising uses truth to deceive the public.”
Vilhjalmur Stefansson, 1964
“Advertisers constantly invent cures to which there is no disease.”
Author Unknown
“When a man throws an empty cigarette package from an automobile, he is liable to a fine of $50. When a man throws a billboard across a view, he is richly rewarded.”
Pat Brown, quoted in David Ogilvy, Ogilvy on Advertising, 1985
“Advertising may be described as the science of arresting the human intelligence long enough to get money from it.”
Stephen Butler Leacock, quoted in Michael Jackman, Crown's Book of Political Quotations, 1982
“Let advertisers spend the same amount of money improving their product that they do on advertising and they wouldn't have to advertise it.”
Will Rogers
“ Promise, large promise, is the soul of an advertisement.”
Samuel Johnson