English for students of PR and advertising. Учебное пособие для студентов высших учебных заведений

Chapter 4. Practice

Exercise 1. Translate the ad and PR glossary of terms into English.

дляразмещенияна ужнойекламы,устанаввдотрасс,улициваемыйь ивдругихмноголюдныхместах.

БРЕНД – комплекс представлений,мнений,ассоциаций,эмоций, ценностныххарактериспродуклибоуслугевсознаниитик потребителя.

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Exercise 2. Read and translate the text.

Text 1. History, Advertising & PR

This is one of the oldest airlines in the world. Aeroflot was founded in 1923, but the name was different. Dobrolet was the name of this giant in the air transport market. Only in 1932 the company received its famous name. Since April 2006, Aeroflot has been a full member of the SkyTeam aviation alliance. Also, Aeroflot, together with its subsidiary airlines Russia, Aurora and Pobeda, forms one of the largest aviation holdings in Russia - the Aeroflot Group. Performs domestic and international flights from Moscow Sheremetyevo Airport.

Aeroflot, the general partner of the XXII Olympic Winter Games and the XI Paralympic Games of 2014 in Sochi, provided an efficient and convenient flight connection with the capital of the Olympics and the Paralympics. Sponsorship of sports. Official sponsor and carrier of professional football club CSKA. The official carrier of professional basketball club CSKA. The official sponsor of the All-Russian Volleyball Federation. The press service regularly provides Russian and foreign media with information on the activities of Aeroflot. On the official website of Aeroflot, in the section press center news archive press review photo library for the media

Accounts in social networks "direct line of the CEO": email address - Twitter account - twitter.com/ v_saveliev. Work with citizens. News for passengers and media. Photo material, video clips. Background. Conducting contests. Work on the principle of "three O": About openness. Operativeness. About responsibility.

A large-scale PR campaign on rebranding, the slogan of which was the phrase “Yours truly, Aeroflot!” The new Aeroflot logo has been supplemented with graphic elements - a waving Russian flag, which symbolizes the nationality

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of the airline, and a stylized “smile” as a symbol of hospitality, openness and hospitality.

The leading Russian carrier Aeroflot, the AdWatch Isobar agency and the creative agency Serviceplan Russia implemented a special media project “Create a business class the way you like it”. Advertising campaign launched on Snob, GQ, RBC and Forbes online platforms. Each user gets a unique opportunity to learn more about the benefits of a business class leading airline in the global market.

Pepsi, on the other hand, uses multiple agencies and highlights their image as a popular and historical product. This leads to the recycling of campaigns like “Joy of Pepsi” which reintroduces old ideas in a new context. In 1964, the slogan "Live brighter, you are in the Pepsi generation" appeared.

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Beautiful, young and crazy heroes of the commercial showed how they look and have fun, who thinks young. To this day, all Pepsi campaigns adhere to the concept for friends, for youth, for parties. The Pepsi Generation advertising campaign allowed not only to make the brand one of the most expensive in the world, but also to turn the idea of advertising. For the first time, the emphasis was shifted from the advantages of a certain product, to the values accompanying it - beauty, fun, youth.

PR

Bringing back a Classic, Pepsi capitalizes on nostalgia with their “Joy of Pepsi” campaign that originally aired in 1999. The company and revamped the commercial for 2015 consumers. The new ad replaces child actress Hallie Eisenberg’s voice with the voice of former homeless man and media sensation Ted Williams. “The new rendition is reflective of Pepsi’s rich history in pop culture, which has allowed the brand to constantly position itself as a leader within the space and align with the best talent in both sports and entertainment,” the brand stated. Pepsi also created a whole team of agencies, which they call “Team Pepsi”. Pepsi is also known for its anti-crisis PR. There was a rumor about syringes in the bank. This entailed a great threat to the reputation of the company and its products. The company managed to prevent misunderstanding. This campaign is taken as a successful example and told in universities in the areas of PR.

Text 3. BMW Company

BMW originally initialism for Bayerische Motoren

Werke in German, or Bavarian Motor Works in English is a German multinational company which currently produces luxury automobiles and motorcycles, and also produced aircraft engines until 1945.

The company was founded in 1916 and has its headquarters in Munich, Bavaria. BMW produces motor vehicles in Germany, Brazil, China, India, South Africa, the United Kingdom, and the United States. In 2015, BMW was the world's twelfth largest producer of motor vehicles, with 2,279,503 vehicles produced. The Quandt family is long-term shareholders of the company, with the remaining shares owned by public float.

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Automobiles are marketed under the brands BMW (with sub-brands BMW M for performance models and BMW for plug-in electric cars), Mini and Rolls-Royce. Motorcycles are marketed under the brand BMW Motorrad.

The company has significant motorsport history, especially in touring cars, Formula 1, sports cars and the Isle of Man TT.

The circular blue and white BMW logo or roundel evolved from the circular Rapp Motorenwerke company logo, from which the BMW Company grew, combined with the blue and white colors of the flag of Bavaria. The BMW logo still used today was created in 1917, albeit with various minor styling changes.

The origin of the logo is often thought to be a portrayal of the movement of an aircraft propeller with the white blades cutting through a blue sky. However, this portrayal was first used in a BMW advertisement in 1929 - twelve years after the logo was created - so this is not the origin of the logo itself.

As for advertising campaigns we should outline this one: It's not every day w companies spend $ 17 million on advertising that destroys their own product.

But that's exactly what Fallon and BMW did with "the Hire," a short Internet series that broke all the rules and became the subject of a Harvard business school case study, as well as the first campaign to receive the Titan lion award in Cannes.

Instead of inviting one famous Director, "the Hire" called several. Under the supervision of the co-founder of the production company Anonymous Content David Fincher, "the Hire" got such stars as John Frankenheimer and Ang Lee to tell the story of an unnamed man who carries people or cargo from one place to another on his BMW.

Instead of demonstrations, sleek form of the car, in this series show scenes in which the BMW blow up, shoot, and pass into small pieces during high-speed driving.

BMW’s slogan is 'Ultimate Driving Machine' and it still features to this day. However, BMW has other slogans, such as 'Designed for Driving Pleasure' and 'Sheer Driving Pleasure'. Besides, BMW makes up with new slogans for each new car model.

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Exercise 3. Render the text.

Text 1.

проявленияхправоделатьто,что:пучетешествоваться,работать,

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Слоганы: «Свободалюбить»,Свободавыбирать« »,Свобода« отры»,Свободанаслаждааться« »,Свободамечт«»и..ьсять Отражаютфирменныйстилькомпаниирекламплакаты.Нанихнетые

земли – тольконебоулыбающиеся,счастливыелица.Прыж ок – своеобразныйсимволототреальныва,освотбождениясти

стандартов,легкостижизн,символS7.

Text 2. Yota – самаянеобычнаяреклама

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