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Файл:English for Senior Students. Part 1. Учебное пособие
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As detailed in the spot, on thetruth.com website users can
superimpose a logo for the campaign, an ―X‖ in an orange square,
onto a profile picture, meaning their faces are still visible.
―We have the power,‖ text in the spot concludes. ―We have
the creativity. We will be the generation that ends smoking.
Finish it.‖
The commercial, which will be introduced on Monday, is part
of a campaign that includes cinema advertising and digital
advertising, and is being pitched to consumers ages 15 to 21.
It is the first campaign for Legacy (formerly known as the
American Legacy Foundation) by 72andSunny in Los Angeles,
which is owned by MDC Partners. The foundation will spend an
estimated $130 million on advertising over the next three years
on all its antismoking campaigns, which include efforts that focus
on older smokers.
Created as part of the landmark 1998 settlement between
the tobacco industry and attorneys general, the foundation
received its last major payment from the settlement in 2003, and
now relies on investment income from the original funding and
new fund-raising.
Public health campaigns typically rely on donated
advertising from media companies, but like a smoking-cessation
campaign from the Centers for Disease Control and Prevention,
―Tips From Former Smokers,‖ the ―Truth‖ campaign pays for
advertising placement.
―We need to use the most powerful, effective, well-targeted
tools at our disposal, and paid advertising gives us an
opportunity to do that‖ in a way that public service announcement programs would not, said Robin Koval, a former advertising
agency executive who became chief executive of Legacy in 2013.
―We are definitely David going up against Goliath here,‖ she
continued, referring to the tobacco industry‘s marketing
expenditures, which the Federal Trade Commission has estima-
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ted at $8.4 billion annually. (That figure includes promotional
discounts.)
When the ―Truth‖ campaign was introduced 14 years ago,
the subject of the foundation‘s commercials was a trove of
internal marketing documents from tobacco companies that had
come to light as part of the attorneys general suit. Ads built on
the documents, like a 1984 R. J. Reynolds report that stated,
―younger adult smokers are the only source of replacement
smokers,‖ had the intended effect of infuriating younger
consumers.
But Glenn Cole, chief creative officer of 72andSunny, said
that blatant examples of marketing cigarettes to younger
consumers were no longer appearing with the same frequency
and teenagers today were more drawn to taking positive action
than protesting.
―In the past work, there‘s a clear enemy, an opposing force,
and that was Big Tobacco, and they‘re still there,‖ Mr. Cole said,
adding that with the portion of teenage nonsmokers at 91
percent, the new strategy is to enlist them to persuade peers to
not smoke.
―An insight we built this campaign around is that this upand-coming generation is just craving to be agents of social
change,‖ Mr. Cole continued, ―and their biggest frustration is
that they just don‘t know how to do it.‖
Matthew L. Myers, president of Campaign for Tobacco-Free
Kids, agreed with the new tactic.
―Fourteen years ago, the at-risk audience that they were
looking at was one that was highly rebellious and uninformed
about how the tobacco industry had manipulated them,‖ Mr.
Myers said, referring to Legacy. ―The original ‗Truth‘ campaign
was designed to both get the fact of how the tobacco industry
manipulated them in front of kids, and to take advantage of their
naturally rebellious nature.‖
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In an era when a presidential candidate successfully rallies
younger voters with the most upbeat of slogans, ―Yes, we can,‖
Mr. Myers agrees that positive messages resonate better with
today‘s teenagers.
―All the best marketing research today shows that today‘s
young people are take-charge and want to be involved with the
confidence that they can make a difference,‖ he said [3].
Ex. A. Find the expressions in the text that mean the
following.
1) symbol
2) administrative center of an organization
3) deposit or dispose of (rubbish, waste, or unwanted
material)
4) video home system
5) a conventional telecommunications connection by cable
laid across land
6) try earnestly or persistently to persuade (someone) to do
something
7) place or lay (one thing) over another, typically so that both
are still evident
8) the principal legal officer who represents the Crown or a
state in legal proceedings and gives legal advice to the
government
9) a store of valuable or delightful things
10) bring or come together in order to support a person or
cause
Ex. B. Decide whether these statements are true or
false.
1) Smoking used to be associated with teenage rebellion.
2) The ―Truth‖ antismoking campaign is considered to be
successful.
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3) The campaign persuades teenagers not to change their
David was a shepherd boy who lived in Israel. He took care
of sheep. God chose David to take care of the Jewish people.
David played the harp. When the king of Israel was tired
of fighting in the war, he asked David to play for him. David‘s
music made him feel better.
One day a terrible giant named Goliath started bragging
to his soldier friends that none of the Jews would dare to fight
him. And he was right. The Jewish soldiers were all afraid of
big Goliath. What would happen to the Jewish people?
Then little David said: ―I‘ll fight Goliath. God will help
me.‖ And he went and got some stones for his slingshot.
The giant just laughed at him. David put a stone in his
sling and flung it. The stone hit big Goliath on the head. Then
David killed him with his sword. All of Goliath‘s friends ran
away.
The little shepherd boy had saved the Jewish people!
logos.
4) The ―Truth‖ relies on that public service announcement
programs.
5) Modern teenagers are more willing to be involved into
political and social life of the society.
Ex. C. Read the story about David and Goliath, find the
reference to it in the text and explain this metaphor from
the text: ―We are definitely David going up against Goliath here.‖
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Task 9. Read the text and translate it into Russian.
History of advertising as business
In ancient times the most common form of advertising was by
word of mouth; however, commercial messages and political
campaign displays have been found in the ruins of Pompeii.
Egyptians used papyrus to create sales messages and wall
posters, while lost-and-found advertising on papyrus was
common in Greece and Rome. Wall or rock painting for
commercial advertising is another manifestation of an ancient
media advertising form, which is present to this day in many
parts of Asia, Africa, and South America. For instance, the
tradition of wall paintings can be traced back to Indian rock-art
painting that goes back to 4000 BC. As printing developed in the
15th and 16th century, advertising expanded to include
handbills. In the 17th century advertisements started to appear
in weekly newspapers in England.
These early print ads were used mainly to promote books,
which became increasingly affordable thanks to the printing
press, and medicines, which were increasingly sought after as
disease ravaged Europe. However, false advertising and so-called
"quack" ads became a problem, which ushered in regulation of
advertising content.
As the economy was expanding during the 19th century, the
need for advertising grew at the same pace. In the US classified
ads became popular, filling pages of newspapers with small print
messages promoting all kinds of goods. The success of this
advertising format led to the growth of mail-order advertising
such as the Sears Catalog, at one time referred to as the
"Farmer's Bible". In 1843 the first advertising agency was
established by Volney Palmer in Philadelphia. At first the
agencies were just brokers for ad space in newspapers, but by the
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20th century, advertising agencies started to take over
responsibility for the content as well.
The 1960s saw advertising transform into a modern, more
scientific approach in which creativity was allowed to shine,
producing unexpected messages that made advertisements more
tempting to consumers' eyes. The Volkswagen ad campaign
featuring such headlines as "Think Small" and "Lemon" ushered
in the era of modern advertising by promoting a "position" or
"unique selling proposition" designed to associate each brand
with a specific idea in the reader or viewer's mind.
The late 1980s and early 1990s saw the introduction of cable
television and particularly MTV. Pioneering the concept of the
music video, MTV ushered in a new type of advertising: the
consumer tunes in for the advertisement, rather than it being a
byproduct or afterthought. As cable (and later satellite) television
became increasingly prevalent, "specialty" channels began to
emerge, and eventually entire channels, such as Home Shopping
Network and ShopTV emerged. Marketing through the Internet
opened new frontiers for advertisers and led to the "dot-com"
boom of the 1990s. Entire corporations operated solely on
advertising revenue, offering everything from coupons to free
Internet access. At the turn of the 21st century, the search engine
Google revolutionized online advertising by emphasizing
contextually relevant, unobtrusive ads intended to help, rather
than inundate, users. This has led to a plethora of similar efforts
and an increasing trend of interactive advertising.
Today, innovations as "guerrilla promotions", which involve
unusual approaches such as staged encounters in public places,
giveaways of products such as cars that are covered with brand
messages, and interactive advertising where the viewer can
respond to become part of the advertising message. This reflects
an increasing trend of interactive and "embedded" ads. [2].
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_______________GRAMMAR MATERIAL_________________
1.Умение, способность.
He can speak English, but he
can‘t write it very well.
2.Разрешение.
Can I smoke here?
3.Возможность, создаваемая
обстоятельствами.
Anybody can make mistakes.
4.Сомнение, неуверенность (в
вопросительных предложениях)
и невероятность (в
отрицательных предложениях).
She can‘t be telling lies.
MODAL VERBS
Глаголы can-could, may-might, must, have to, have got
to, shall, will, should, ought to, need, be to являются
модальными. Это глаголы, которые не выражают действие
или состояние, а передают только отношение говорящего
к действию, т. е. возможность, предположение, необходимость,
долженствование и т. д. Действие же выражается инфинитивом, который употребляется после модальных глаголов.
Модальные глаголы имеют ряд особенностей:
не имеют окончания –s в третьем лице единственного
лица настоящего времени группы Indefinite (кроме
have to, have got to);
не имеют неличных форм;
после модальных глаголов (кроме указанных с части-
цей to) употребляются глаголы в форме инфинитива без
частицы to;
вопросительные и отрицательные формы модальных
глаголов образуются без вспомогательного глагола to do
(кроме глагола have to).
Таблица значений can/could
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Таблица значений may/might
1. Разрешение.
You may borrow my car if you
like. He may be busy.
2. Предположение.
He might be writing letters
now.
1. Долженствование или
необходимость в настоящем
времени.
В прошедшем времени-had to
(кроме случаев с косвенной
речью).
You must wear a uniform at
work.
Yesterday you said you had
to/must be back by 10 o‘clock.
2.Предположение в
утвердительных
предложениях.
There must be a mistake.
3.Запрет в отрицательных
предложениях.
You mustn‘t smoke here.
Таблица значений must
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Модальный глагол have to (have got to)
Модальный глагол have to (have got to) употребляется,
когда речь идет о долженствовании, обусловленном внешними
причинами или обстоятельствами.
Example: Catholics have to go to the church on Sundays.
–
Католики должны ходить в церковь по воскресеньям (их
религия им это предписывает).
Отрицательная форма оборота to have to образуется при
помощи вспомогательного глагола to do, отрицательная форма
to have got – при помощи частицы not после have. Обе формы
выражают отсутствие необходимости выполнять действие.
Example: You don’t have/haven’t got to work today. – Вам
не нужно сегодня работать.
Модальные глаголы should, ought to
Should и ought to имеют значение личного совета,
рекомендации, личного мнения. В русском языке они
соответствуют словам «следует», «нужно», «нужно бы».
Example: You should be more attentive. - Вам следует
быть более внимательным. You ought to start at once. – Тебе
следует начать сейчас же.
Разница между глаголами состоит в следующем: при
использовании should выражается субъективное мнение,
ought to имеет более объективный оттенок необходимости
совершить действие.
Глаголы shall, will
Глагол shall употребляется в качестве модального в
вопросах в 1-м и 3-м лицах единственного и множественного
числа с целью получения указаний:
Example: Shall we start?
–
Начнем?
Глагол will употребляется во 2-м лице для выражения
просьбы:
99
Example: Will you prepare this report, please?
– Подготовьте этот доклад, пожалуйста.
Глагол be to
Данный модальный глагол указывает, что действие
должно произойти в соответствии с намеченным планом или
договорѐнностью:
Example: We are to finish this work in two weeks. – Мы
должны закончить эту работу через две недели. I was to leave
home for the first time – Я должен был впервые уехать из дома.
To be to может употребляться в приказаниях:
You are to do your home before you watch TV. – Ты должен
сначала сделать уроки, а потом смотреть телевизор.
Ex. A. Complete the following sentences using one of
the verbs: must, can, should, shall.
1) Globalisation … lead to big employment problems in the
West.
2) A good advertisement … be informative.
3) Product teams … carry out all activities, from research
and development to selling.
4) …we conduct the market research this month?
5) Counterfeiters … not deceive consumers.
Ex. B. Choose the correct alternative.
1) The services of HRM specialists may/have to be required
when organizations downsize.
2) Professional people who are made redundant must/can
make a living as freelancers.
3) Consumer goods companies must/might be aware of the
globalization of taste.
4) Some people think that they have to/can resist
advertising.
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