Английский язык для обучающихся по направлению «Реклама и связи с общественностью». Учебное пособие

XIII. Прочитайте текст, заполните пропуски.

TEXT B

Advertising informs consumers about the existence and benefits of products and services, and attempts to persuade them to buy them. The best form of advertising is free (1)_____ advertising, which occurs when satisfied customers recommend products or services to their friends, but very few companies rely on this alone.

Large companies could easily set up their own advertising departments, but they tend to hire the services of a/an (2)____ . A contract to produce the advertisements for a specific company, product, or service is known as a/an

(3)____ . The client company generally decides on its advertising (4)____, the amount of money it plans to spend in developing its advertising and buying media time or space. It also provides a (5)____, or a statement of the objectives of the advertising, as well as an overall advertising strategy concerning what

(6)____ is to be communicated. The choice of how and where to advertise (newspapers and magazine ads, radio and television commercials, cinema ads, posters on hoardings, point-of-purchase displays in stores, mailings of leaflets, brochures or booklets, and so on), and in what proportions, is called a (7)____ .

11

The set of customers whose needs a company plans to satisfy, and therefore to expose to an advertisement are known as the (8)____ market. The advertising of a particular product or service during a particular period of time is called an adverti-sing (9)____ .

Favourable mentions of a company’s products or services, in any medium read, viewed or heard by a company’s customers or potential customers, that are not paid for, are called (10)____ .

XIV. Переведите текст на русский язык.

TEXT C

TYPES OF ADVERTISING

Twenty-first-century advertising has adapted to new forms of digital media. Internet outlets such as blogs, social media forums, and other online spaces have created new possibilities for advertisers, and shifts in broadcasting toward Internet formats have threatened older forms of advertising. Video games, smartphones, and other technologies are considered to give new possibilities.

Despite the rise of digital media, many types of traditional advertising have proven their enduring effectiveness. Local advertisers and large corporations continue to rely on billboards and direct-mail fliers. The billboards feature a commercial message every day for a long period.

Although print ads have been around for centuries, Internet growth has hit newspaper advertising hard. A 45 percent drop in ad revenue between 2007 and

12

2010 signaled a catastrophic decline for the newspaper industry. Traditionally, newspapers have made money through commercial and classified advertising. Commercial advertisers, however, have moved to electronic media forms. Print magazines have suffered from many of the same difficulties as newspapers. Until a new, effective model is developed, the future of magazine advertising will continue to be in doubt.

Compared to newspapers and magazines, radio’s advertising revenue has done well. Radio’s easy adaptation to new forms of communication has made it an easy sell to advertisers. Unlike newspapers, radio ads target specific consumers. Advertisers can also pay to have radio personalities read their ads live in the studio, adding a sense of personal endorsement to the business or product. Because newer forms of radio such as satellite and Internet stations have continued to use this model, the industry has not had as much trouble adapting as print media have.

Television advertisement relies on verbal as well as visual cues to sell items. Promotional ad time is purchased by the advertiser, and a spot usually runs 15 to 30 seconds. Longer ads, known as infomercials, run like a television show and usually aim for direct viewer response. New technologies allow television watchers to skip through commercials; however, studies have shown that these technologies do not have a negative effect on advertising.

Emerging digital media platforms such as the Internet and mobile phones have created many new advertising possibilities. Advertisers have tried to capitalize on the shared-media phenomenon by creating viral ads that achieve spontaneous success online. Fewer than one in six ads that are intended to go viral actually succeed, so marketers have developed strategies to encourage an advertisement’s viral potential. Successful spots focus on creativity rather than a hard-selling strategy and generally target a specific audience.

Social media sites use the information users provide on their profiles to generate targeted advertisements. For instance, if a person joined a group associated with the singer, he or she might see announcements advertising singer’s new CD or a local concert. While this may seem harmless, clicking on an ad sends user data to the advertising company, including name and user ID. Many people have raised privacy concerns over this practice, yet it remains in use. Free email services such as Gmail also depend on targeted advertising for their

13

survival. Indeed, advertising is the only way such services could continue. Given the ongoing privacy debates concerning targeted Internet advertising, a balance between a user’s privacy and accessibility of services will have to be settled in the near future.

XV. Соотнесите собеседников и инсценируйте диалоги в парах.

1.Mike: Do you enjoy watching adverts on TV?

2.Sue: What are the best ways for ordinary people to advertise something they want to sell in your country?

3.Steve: What are the advantages to companies of advertising on the Internet rather than TV?

A.John: I’d imagine the first is you can reach your target audience much more effectively … if you bring out a niche product for example … or you have a tight advertising budget … you can advertise on particular sites that the people you want to reach visit … that’s not something you can do on TV.

B.Helen: No … not really … I hate commercial breaks during a film … it really spoils the flow … and during prime time viewing they seem to squeeze even more ads in than usual … celebrity endorsements also get on my nerves … everyone knows they’re only doing it because they’re getting paid.

C.Ann: The simplest way is to place an advert in something like the classified ads section of a local paper … or there’s the Internet of course … there are lots of sites like eBay where you can buy and sell things online.

XVI. Ответьте на вопросы.

1.Why is it necessary to advertise?

2.What are the different methods of advertising?

3.What types of advertising are in use today?

4.What is it that makes an advert effective?

5.Do you buy products because of advertising?

6.Do you think ads influence the choices you make when you buy clothes?

7.What is the most advertised product in your country?

8.What kind of advertisements attract your attention?

9.What are some effective adverts you have seen lately?

14

10.What is the most popular way of advertising?

11.What are the advantages of advertising on the Internet?

12.How would you advertise something you wanted to sell?

XVII. Опишите самую эффективную рекламу, которую вы видели. Не забудьте упомянуть:

–where this advert appeared;

–when you saw it;

–what it was advertising;

–why it was very effective.

XVIII. Подготовьте устное высказывание по теме “Advertising”

(10–12 предложений).

15

ГРАММАТИЧЕСКИЙ ПРАКТИКУМ ИНФИНИТИВ

Формы инфинитива

16

I. Напишите различные формы инфинитива. a) Indefinite Passive:

to describe, to buy, to sell, to intend, to find, to paint, to advertise, to improve, to cover.

b) Continuous Active:

to function, to provide, to improve, to expand, to train, to use, to consult, to achieve.

c) Perfect Passive:

to create, to practice, to deliver, to open, to spend, to provide, to make, to prove.

II. Переведите на русский язык. Определите форму и функцию инфинитива в каждом предложении.

1.It also reduced its prices to extend readability.

2.One of the tasks of advertising is to get people acquainted with a new

product.

3.To advertise services and goods is very important.

4.The aim of advertising is to persuade an audience to purchase some goods or services.

5.The value of words and images is to be understood.

6.Advertising helps to sell goods.

7.As towns and cities began to expand, traders started using images to associate their trade.

8.Public-relations and advertising practitioners are to be dealing with different audience.

9.The aim of advertising is to persuade viewers, listeners or readers to take some action.

10.French newspaper La Presse also reduced its prices to increase profit-

ability.

11.Radio equipment manufacturers and retailers established radio stations to sell more radios to consumers.

12.“Unique selling proposition” was designed to associate every brand with a specific idea.

13.After graduating from the university I want to be employed with government.

17

14.Here is a list of ideas to be promoted.

15.I would like to be employed with a not-for-profit agency.

16.My aim is to identify the needs of the clients.

17.To see the cultural effects of advertising and public relations is not

difficult.

18.The opportunity to consult with experts is very important.

19.I would like to build brands through PR campaigns.

20.French newspaper La Presse became the first to include paid advertising in its edition.

III. Составьте предложения по образцу.

1.It was difficult to persuade an audience. (important – to reduce prices; necessary – to open a full-service agency)

2.The question is where to obtain services. (how – build brands through PR campaigns; how – to associate the brand with a specific idea)

3.Here is the document to be signed. (the problem – to discuss; advertising to pay)

4.The aim of a public-relations specialist is to build brands through PR campaigns (to identify the needs of the clients, to preserve the emotional attachment of consumers to the brand)

5.To understand the value of words and images is very important. (to promote ideas; to help the users)

6.They want to operate solely on advertising revenue. (to create various advertising sites; to use unusual approaches)

7.The aim of advertising is to inform consumers about the existence and benefits of products and services. (to promote books; to persuade consumers to buy products and services)

8.To get on well with the clients is necessary. (to indentify the “public” to whom a massage is directed; to devise a strategy to ensure the credibility of the massage)

9.The strategy should define means to reach various groups. (to win public support; to gain increased awareness through publicity)

10.I would like to get several years’ practical experience. (to be a pub- lic-relations specialist; to work for government)

18

ЛЕКСИЧЕСКИЙ ТЕСТ № 1

Взаданиях I–II установите соответствие между английскими

ирусскими терминами.

19

В заданиях V–VI выберите термин, не являющийся синонимом

2.advertisements

3.commercial messages

Взаданиях VII–X выберите термин, который нужно поставить

впредложение.

VII

This was a newish company, so people didn’t have any … at all.

1. purchasing capacity; 2. brand awareness; 3. brand loyalty

VIII

Early advertising frequently reached out to women because they made ap-

X

The rise of the Internet has caused print advertising … to decline but al-

20