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Файл:English for Senior Students. Part 1. Учебное пособие
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2) To our great regret local authorities stopped trying to
improve our neighbourhood.
3) We will have to use ordinary retail outlets instead of
luxury malls to sell our products.
4) These most expensive and advanced brands are by far the
most well-known all over the world.
5) These essential issues have already been under discussion
for about six month without significant results.
Task 9. Read the text and translate it into Russian.
The History of Branding
The term branding comes from the Old Norse ―Brandr‖ which
means to burn. Cattle, slaves, timber and crockery were burnt or
branded with the markings or symbols of the owner using a hot
iron rod. The concept of branding was essentially to depict
ownership, in particular things which had value, this practice
dating back to 2000BC. The transition from ―This belongs to me,
so leave it…‖ to ―This was made by me, so buy it‖ started to
evolve in the 1800‘s.
1800’s
With the discovery of the new world we saw the rise of
Pitchmen, who were a mixture of sales people and a precursor to
MadMen advertisers. Of those favoured by the English royal
family, these Pitchmen were granted patents to make and sell
their medicines to and in America.
There was a lot of money in medicine as well as a lot of
ridiculousness and sometimes incredibly dangerous claims in
the way they were marketed. For example one of these miracle
cures was pitched as a cure for exhaustion and headache relief.
Its main ingredient was cocaine. It sort of worked on the
headache and as for exhaustion; well I‘m sure you can figure
that part out.
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What‘s interesting about this medicine is that it is still sold
today, albeit without it main ingredient, though it is still named
after it. Coca-Cola seemed to be the magic cure for a lot of things
in ye-olden-days. Another medicine that made it its way to
market contained pepsin as its main ingredient and was sold as a
cure for stomach relief. Years later it would go on to become
Coca-Cola‘s main competitor.
It‘s quite funny that Coca-Cola and Pepsi now pitch
themselves as fun loving family products despite their origins.
But that‘s the power of branding.
1890’s
Towards the end of the 19th Century we see a massive shift
in attitudes to products and purchasing of things. This push was
led by a collection of new technology and methods of
communication such as the invention of mail order catalogues,
the advancement of railroads and the expansion of the postal
service. These things combined allow people for the first time in
history access to things not within their reach. Mail order
catalogues, also known as wish books, gave aspiring people the
ability to shape their homes and environment. The population
was empowered to buy status. And by the 1920‘s, especially in
the west, society evolved from a culture of need to a culture of
desire.
The end of the Second World War saw a manufacturing boom
as many factories which were set up in order to produce military
equipment could now be used to make products. With the facility
for mass production now in place coupled with access to markets
years‘ earlier production for brands could now reach and produce
for almost anyone [1].
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UNIT 4
ADVERTISING
―Creative without
strategy is called 'art'.
Creative with strategy
is called 'advertising.‖
Jef I. Richard
______ vocabulary _____
manufacturer
n.
A person or business concern that
manufactures goods or owns a factory
e.g. The vehicle was sent to the client by
the manufacturer.
customer
n.
1. One that buys goods or services, as from
a store or business.
e.g. They are the customers of this
supermarket.
2. An individual with whom one must deal.
e.g. That teacher is a tough customer.
favorable
adj.
1. Advantageous; helpful
e.g. favorable winds.
2. Encouraging; propitious
e.g. a favorable diagnosis.
3. Manifesting approval; commendatory
e.g. a favorable report.
Task 1. Read and learn the following words and word
expressions.
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4. Winning approval; pleasing:
e.g. a favorable impression.
commercial
n.
Paid advertisement or promotional
announcement on radio or television
e.g. Commercials often interrupt movies.
regulation
n.
1. The act of regulating or the state of being
regulated.
e.g. We don‘t believe in more regulation.
We believe in less.
2. A principle, rule, or law designed to
control, govern or conduct e.g. All
passengers are to follow the regulations.
broadcast
v.
1. To communicate or transmit (a signal, a
message, or content, such as audio or video
programming) to numerous recipients
simultaneously over a communication
network e.g. a radio station that broadcasts
news; an agency broadcasting an appeal for
donations over the Internet.
2. To make known over a wide area
e.g. reporters who broadcast unchecked
rumors in order to get the story out first
direct mail
Advertisements sent to potential or current
clients by mail. e.g. Direct mail is another
means of advertising.
outdoor
signs
Posters or other visual patterns placed in
the streets or other public places. e.g. We
can see lots of outdoor signs nowadays.
merely
adv.
Nothing more than e.g. He was far from
being merely a furniture expert.
assembly
n.
1. A number of people gathered together, esp.
for a formal meeting held at regular intervals
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2. The act of assembling or the state of
being assembled
3. The process of putting together a number
of parts to make a machine or other product
falsehoods
n.
1. An untrue statement, a lie or an
inaccuracy.
e.g. We need to learn what truth means
and how it differs from falsehood and
fabrication.
2. The practice of lying.
e.g. There is more to dishonesty than
uttering falsehoods.
insert
v.
1. To put or set into, between, or among
e.g. insert the key in the lock; insert a shim
between a door jamb and frame.
2. To put or introduce into the body of
something; interpolate
e.g. insert an illustration into a text.
constantly
adv.
Without variation or change, in every case;
e.g. constantly kind and gracious.
true-to-life
adj.
Representing things or actions or
conditions as they actually are e.g. the
novel about ghetto life was true to life.
animation
n.
1. The act, process, or result of imparting
life, interest, spirit, motion, or activity.
e.g. She seemed to talk with animation.
2. The art or process of making movies with
drawings, computer graphics, or
photographs of static objects, including all
techniques other than the continuous
filming of live-action images.
e.g. Animation is often used in making
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advertisements.
inhabitant
n.
One that inhabits a place, especially as a
permanent resident
e.g. the inhabitants of a fishing village.
evolve
v.
1. To develop or achieve gradually
e.g. evolve a style of one's own.
2. To work (something) out; devise
e.g. I think that this policy must have
evolved over time.
Advertising makes new thoughts, new desires, new
actions… Rightfully applied, it is the method by which
desire is created for better things. Desire, in turn, is
the crucial element separating the civilized from the
uncivilized. The uncivilized make little progress
because they have few desires. In order to satisfy their
constantly increasing desires, inhabitants of our
country necessarily expand their productive powers.
They create more wealth because it is only by that
method that they can satisfy their wants. It is this
constantly enlarging circle that represents the
increasing circle of civilization.
Calvin Coolidge
Task 2. Discuss the following questions.
1. What makes a good advertisement?
2. What are the main goals of advertising?
3. What is target audience?
4. Advertising is the art of convincing people to spend money
they don‘t have for something they don‘t need. Do you agree with
this opinion?
Task 3. Agree or disagree with the quotations.
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Advertising is not merely an assembly of competing
messages; it is a language itself which is always being
used to make the same general proposal. It proposes to
each of us that we transform ourselves, or our lives, by
buying something more. This more, it proposes, will
make us in some way richer – even though we will be
poorer by having spent our money.
John Berger
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
With no ads, who would pay for the media? The good
fairy?
Samuel Thurm
Task 4. Read and translate the text.
Advertising
Advertising is a message designed to promote a product, a
service, or an idea. In many countries, people come into daily
contact with many kinds of advertising. Printed advertisements
make up a large part of newspapers and magazines. Poster
advertisements appear in many buses, and in shops and other
public places. Commercials are advertisements which interrupt
TV and radio programmes. Other types of advertisements are
called adverts or ads.
The purpose of most advertising is to sell products or
services. Manufacturers advertise to persuade people to buy their
products. Large business firms also use advertising to create a
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favourable "image" of their company. They want the company
name to be known and respected for the products the firm makes
or the services it provides. Local businesses use advertising to
gain new customers and increase sales. Thus advertising plays a
key role in the competition among businesses for the consumer's
money. It is the cheapest and fastest way to inform large
numbers of people about products or services for sale and to
persuade them to buy. In many businesses, the volume of sales
depends largely on the amount of advertising done.
Advertising is also used by individuals, political parties and
candidates, social organizations, special-interest groups, and
governments. Many people advertise in newspapers to sell used
cars, homes, or other property. Political parties and candidates
use advertising to try to win votes. Special-interest groups and
government bodies often advertise to promote a cause or to
influence the way people think or act. Some of their advertisements provide a public service. For example, in some countries
public service ads are designed to discourage people from
smoking.
The United States has the world's largest advertising
industry. Television commercials take up more viewing time than
in other countries. All television and radio costs are paid by
advertising. Other countries with large advertising industries
include France, Germany, Japan, and the United Kingdom.
Where advertising is widespread it has enormous influence
on people's lives. Advertising encourages people to eat certain
foods, wear certain clothes, drive certain cars, and use certain
household products. It promotes the use of labour-saving
appliances and then suggests ways to enjoy the resulting leisure
time. In doing all these things, advertising helps shape tastes,
habits, attitudes, and culture of a country. In promoting the sale
of many kinds of goods, advertising can help raise the standard of
living.
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Advertising is common in almost all countries. In many
countries, however, the use of advertising is restricted. In
Western Europe, for example, the governments limit the amount
of advertising that appears on television. In addition, these
governments make greater use of advertising for social, political,
and educational purposes.
Regulations on advertising differ in other parts of the world.
In Australia, for example, most advertisements must be produced
locally. China charges higher rates for foreign advertisers than
for local companies or joint ventures. In Norway and Sweden
television advertising is illegal.
Advertising reaches people through various forms of mass
communication. These media include newspapers, magazines,
television, and radio. Advertisers buy space in newspapers and
magazines to publish their ads. They buy time on television and
radio to broadcast their commercials. National advertisers, such
as airlines and food companies, use the media to reach consumers
throughout large parts of the country or all of it. Local
advertisers, such as department stores, supermarkets, and
restaurants, use the media to reach consumers within a district
or town.
The chief advertising media are newspapers, television,
direct mail, radio, magazines, and outdoor signs. Newspapers
and television receive the largest share of the money spent on
advertising. Newspapers offer advertisers several advantages
over other media. Most adults read a daily newspaper, and many
of them specifically check the ads for information about products,
services, or special sales. Daily newspapers also offer the
advantage of timeliness. An advertiser can prepare and publish
an advertisement within a day. Newspaper ads can thus quickly
reflect a sudden demand for certain merchandise or use a theme
that relates to current news. Newspapers carry two main kinds of
advertisements: display ads and classified ads. Display ads range
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in size from less than 2.5 centimeters to a full page or more, and
most include illustrations. Advertisers can appeal to people with
special interests by placing their ads on certain pages, such as
those devoted to travel, home life, or sports. Classified ads appear
in a separate section of a newspaper. Most classified ads consist
of a few lines of print. The ads list homes, used cars, furniture,
and other property that individuals have for sale. Used-car
dealers and firms with job vacancies also place classified ads.
Some newspapers will also accept preprinted ad sections called
free-standing inserts, which are several pages long.
A main advantage of television to advertisers is that it brings
sight, sound, and action directly to consumers in their homes.
Advertisers can explain and demonstrate their products to
viewers who are enjoying a TV programme and cannot easily
avoid the commercials. In addition, television reaches a vast,
nationwide audience. Although advertising time on television is
expensive, the cost per person reached is low. Television
commercials can be broadcast from film, or from videotape. Filmed
or videotaped commercials are recorded in a studio or at another
location. The commercials may use performers in true-to-life
situations, such as a family around the dinner table or a group of
people at a party. Some TV commercials consist of animation.
Ex. A. Translate the following words and word
combinations into English and find their equivalents in
the text.
1) преграждать
2) уверять
3) благоприятный
4) широко распространенный
5) формировать вкус
6) общепринятый
7) намерение
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