attachments_06-04-2012_23-41-26 / 9 advertizing media

• 9 –

Read the following text and be ready to answer the questions given below.

Advertising Media

Print Media

Print advertising deals with the use of space. А printed advertisement has three main elements: illustration, head-line, and copy block.

The illustration usually dominates the space. Studies show that one large illustration, with a single focus, is the best. Photographs are far more effective than any other illustration technique. They bring realism, immediacy and often a great beauty to the advertisement.

One of the most important details in the advertisement is colour. It's used for psychological motivation and ef­fect. In the advertising culture of the United States colours have symbolic meanings. Green is freshness, health; white is purity; dark brown is mascu­line and pastels are feminine; black is sophisticated; purple, red and gold are regal and connote quality.

Headlines should draw attention, as most of readers never read beyond them. If the headline fails to draw their interest immediately, they won^'t read the text. The headline should be short and informative — it should say something about the product.

The copy blосk shouldn't use more than 20% of the total advertising space. There are no strict rules for writing outstanding advertising copy.

Broadcast Media

The essential diffеrеnсе between the broadcast media and the print media is that advertising in print media oc­cupies space. Radio and television ex­ist in time. Another difference between the two types of media is a difference of purpose. The major function of print media is to provide news and infor­mation, of the broadcast media — to provide entertainment.

Many people buy magazines because they want to read advertisements. On radio and television advertising inter­rupts. From the advertiser's point of view, this is both: strength and weak­ness. The interruption itself can be an attention-getting device. It can prepare people to listen to the message.

The interruptions are also а source of irritation. They can cause people not to listen or to watch, in fact, to resent the advertisement and the advertiser.

1. What’s the main difference between print and broadcast media?

2. Why is illustration so important for advertisement?

3. Give an example of “skillful” adds.