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Файл:Профессиональный английский язык в сфере медиакоммуникаций. Учебное пособие
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SECCION 2
PUBLIC RELATIONS
Lesson 1
Some Facts from the History of Advertising
Part 1
Task 1. Translate the following international words from Text 1 into Russian.
form, communication, media, Internet, radio, television, mass production, modern,
posters, papyrus, commercial, ruins, images, associate, false, problems, regulation,
content, agencies, services, brokers
Task 2. Learn the words below that will help you understand Text I.
1. persuade – убеждать
2. purchase – сделать покупку
3. hoarding – рекламный щит
4. deliver – доставлять
5. give way – дать дорогу, способствовать
6. out-of-home advertising – наружная реклама
7. sales messages – объявления о продажах
8. handbill – рекламный листок, рекламная листовка
9. expansion – рост, расширение
10. advance – развиваться
11. a bag of flour – мешок с мукой
12. quack – шарлатан, мошенник, мошеннический
13. affordable – доступный
14. edition – издание, выпуск
15. readability – читательский интерес
16. full-service agency – агентство, предоставляющее полный набор услуг
17. broker – посредник
Task 3. Find the Russian equivalents of the sentences in English under the line,
paying attention to the italicized words and phrases.
1. They persuaded me to invest my money.
2. She purchased a new dress from a store in Park Avenue.
3. Advertising hoardings have become a common feature of modern city life.
4. Humanity has advanced greatly in understanding the laws of nature.
5. The quack medicine didn’t help the sick.
________________________________________________________________
a. Она купила новое платье в магазине на Парк Авеню.
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b. Человечество значительно продвинулось вперед в понимании законов
природы.
c. Они убедили меня инвестировать мои деньги.
d. Шарлатанское снадобье не помогло больному.
e. Рекламные щиты стали привычным атрибутом современной городской
жизни.
Task 4. Read and translate Text I.
Text 1
Some Facts from the History of Advertising
Advertising can be described as form of communication that is intended to
persuade an audience (viewers, listeners or readers) to purchase or to take some
action. It uses different types of media, such as Internet, newspapers, radio,
magazines, television, hoardings, and direct mail to deliver messages. The growth of
mass production in the 20th century gave way to the development of modern
advertising, but out-of-home advertising and hoardings are believed to be the oldest
forms of advertising.
Ancient Egyptians made sales messages and wall posters using papyrus. Lost
and found advertising on papyrus was common in Ancient Greece and Ancient
Rome. Сommercial messages were found in the ruins of Pompeii and Ancient Arabia.
Wall or rock painting was another common commercial advertising form, which is
still present in parts of Asia, Africa and South America. With time, as towns and
cities began to expand, traders started using images to associate their trade, such as a
boot, a suit, a hat, a clock, a diamond, a horseshoe, a candle or even a bag of flour.
Later in time education became an apparent need and advertising developed to
printing handbills. By the 17th century, advertisements started appearing in weekly
newspapers in England that were mainly used for promoting books. Thus, printing
press advanced and newspapers became increasingly affordable. However, false
advertising and quack advertisements created problems in the regulation of
advertising content.
Advertising grew with the expansion of economy. In 1836, French newspaper
La Presse became the first to include paid advertising in its edition. It also reduced its
prices to extend readability and increase profitability. Around 1840, advertising
agencies were established and services extended. Initially, they were simply brokers
for advertisement space in newspapers. In 1869, the first full-service agency named
Ayer&Son was opened, assuming responsibility for advertising content in
Philadelphia.
Source: Жигунова, Ж. Г. Английский язык для обучающихся по направлению «Реклама и
связи с общественностью»: учебное пособие / Ж. Г. Жигунова, Ю. Е. Костерина, Е. В. Шило. — Омск
: Омский государственный технический университет, 2019. — 88 c. — ISBN 978-5-8149-2786-6. —
72
Текст : электронный // Электронно-библиотечная система IPR BOOKS : [сайт]. — URL:
A
B
1. persuade an audience
a. очевидная необходимость
2. commercial messages
b. гораздо доступнее
3. an apparent need
c. рекламные щиты
4. quack advertisements
d. рекламировать книги
5. associate the trade with
images
e. доставлять сообщения
6. promoting books
f. печатные рекламные листы
7. increasingly affordable
g. послания, сообщения коммерческого
характера
8. deliver messages
h. убеждать аудиторию (общественность)
9. printing handbills
i. мошенническая реклама
10. hoardings
j. ассоциировать торговлю с образами
https://www.iprbookshop.ru/115404.html
Task 5. Match the English phrases in column A with their Russian equivalents
in column B.
Task 6. Find the equivalents of the following Russian words and word
combinations in Text 1.
Уличная реклама, рекламный щит, объявления о найденных вещах,
недобросовестная реклама, с развитием экономики, место для размещения
рекламы, взявшее на себя ответственность, мешок муки, реклама книг, печатная
пресса развивалась, создали проблемы.
Task 7. Match the sentences as True or false.
1. Advertising is the form of communication with the audience.
2. Advertising is intended to persuade people to sell things.
3. Advertising messages are delivered with the help of the media.
4. Hoardings are the relatively new form of advertising.
5. Ancient world was unfamiliar with advertising.
6. The first printed advertisements started appearing by the 19th century.
7. The first advertisements in weekly newspapers in England were mainly used for
for promoting medical services.
8. Around 1830, advertising agencies were established
9. The first full-service agency in Philadelphia named Ayer&Son assumed
responsibility for advertising content.
73
Task 8. Answer the questions to Text 1.
1. What is advertising?
2. Which types of media does advertising use?
3. What stimulated advertising in the 20th century?
4. Which forms of advertising are believed to be the oldest ones.
5. What kinds of advertising messages were practiced in the ancient world?
6. How did people start advertising their goods and services with the expansion
of towns and cities?
7. When did printed handbills come into use?
8. What were the advertisements in weekly newspapers first used for?
9. What was the advertising problem when newspapers became affordable?
10. What newspaper first included paid advertising in its edition?
11. Why did La Press reduce its prices?
12. When were first advertising agencies established?
13. What were advertising agencies initially?
14. What did Ayer&Son assume responsibility for?
Task 9. Read the plan of Text 1.
1. Advertising is the modern form of communication.
2. Advertising in ancient times.
3. Advertising in printing press.
4. Establishing advertising agencies in the 19th century.
Task 10. Retell Text 1 using the plan in Task 9.
Part 2
Task 1. Translate the following international words from Text 2 into Russian.
contrast, personality, genius, company, history, ideas, practice, sponsoring, programs,
popularized, radio stations, businesses, transformed, produced, designed, associate,
brand, specific, era, cable television, channels, corporations, sites, online, users.
Task 2. Learn the words below that will help you understand Text 2.
1. bland – невыразительный, безликий
2. genius - гений
3. retailers – представители розничной торговли
4. tempt– зд. привлекать
5. specific – определенный, конкретный
6. give a boost – стимулировать, придавать импульс
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7. steadily – постоянно
8. boom – зд. стремительное и широкое распространение
9. revenue – доход
10. come up - возникать
Task 3. Find the Russian equivalents of the sentences in English under the line,
paying attention to the italicized words and phrases.
1. The jacket was very expensive but it tempted by its quality.
2. The new technology gave a boost to the development of the industry.
3. Education in the field of IT technology experiences a boom.
4. Due to the innovations the annual company’s revenue double d.
5. The welfare of the citizens of this small town is increasing steadily.
________________________________________________________________
a. Образование в области информационных технологий переживает
стремительное и широкое распространение.
b. Благодаря инновациям годовой доход компании удвоился.
c. Новая технология стимулировала развитие отрасли.
d. Благосостояние жителей этого маленького городка постоянно растет.
e. Куртка была очень дорогой, но привлекала своим качеством.
Task 4. Read and translate Text 2.
Text 2
Some Facts from the History of Advertising
Until the end of the 19th century advertising was more or less bland
announcements of goods and services for sale in contrast to the creative selling we
see today. A central personality who changed all of this was Thomas Barratt who was
the Chairman of the Pears soap company and whose advertising genius led him to
become known as the “Father of Advertising”. Barratt was one of the first people in
the history of advertising to understand the value of words and images in order to
promote ideas.
In the early 1920s, radio equipment manufacturers and retailers established radio
stations to sell more radios to consumers. Soon, the practice of sponsoring radio
programs popularized and they started allocating sponsorship rights to multiple
businesses instead of single businesses. The same practice was later carried on to the
television in the late 1940s and early 1950s. Advertising transformed into a modern
approach in 1960s, with creatively produced advertisements tempting consumer's
eyes.
The era of modern advertising saw promotion of “position” and "unique selling
proposition" that was designed to associate every brand with a specific idea in the
75
reader or viewer's mind. Cable television was introduced in the late 1980s and early
1990, giving further boost to advertising. Steadily, special channels emerged that
were devoted entirely towards advertising. With the boom of the Internet in the
1990s, new frontiers were opened for advertisers. A number of corporations came up,
operating solely on advertising revenue.
The entry of 21st century saw various sites, including the search engine Google,
indulging in online advertising with the intention of helping the users.
Source: Жигунова, Ж. Г. Английский язык для обучающихся по направлению «Реклама и
связи с общественностью»: учебное пособие / Ж. Г. Жигунова, Ю. Е. Костерина, Е. В. Шило. — Омск
: Омский государственный технический университет, 2019. — 88 c. — ISBN 978-5-8149-2786-6. —
Текст : электронный // Электронно-библиотечная система IPR BOOKS : [сайт]. — URL:
https://www.iprbookshop.ru/115404.html
Task 5. Match the English phrases from Text 2 with their Russian equivalents
under the line.
consumers, bland announcements, creative selling, genius, value of words and
images, radio equipment manufacturers, retailers, allocating sponsorship rights,
tempting consumer's eyes, unique selling proposition, viewer, giving further boost,
entirely, advertising revenue
_________________________________________________________________
креативная торговля, зритель, распределять права на оказание спонсорской
помощи, полностью, ценность слов и образов, доход от рекламы, безликие
объявления, уникальное торговое предложение, производители деталей для
радиоприемников, гений, привлекавшие внимание покупателей, стимулируя
дальнейшее развитие рекламы, покупатели, представители розничной торговли
Task 6. Complete the sentences from Text 2 with the correct endings.
1. In the 19th century advertising was creative announcements/bland
announcements.
2. Thomas Barratt was one of the first people to understand the value of creative
selling/words and images in order to promote ideas.
3. Radio stations started allocating sponsorship rights to multiple businesses/to
single businesses.
4. Advertising transformed into a modern approach in 1950s/1960s.
5. In the early 1990 further boost to advertising was given by the search engine
Google/cable television.
6. According to the modern advertising conception every brand should be
associated with a specific word/idea in the reader or viewer's mind.
76
Task 7. Answer the questions.
1. What was the 19th century advertising like?
2. Who changed the idea of advertising completely?
3. How did Thomas Barrat’s genius manifest itself?
4. What did radio equipment manufacturers and retailers establish radio stations
for in 1920s?
5. What did radio stations help to popularize?
6. Who sponsored radio programs?
7. What happened when the practice of sponsoring radio programs popularized?
8. When was the practice of sponsoring radio programs carried on to the
television?
9. When did advertising transform into a modern approach?
10. What did a modern approach to advertising mean?
11. How was the promotion of goods designed in the era of modern advertising?
12. In what way did cable television give a boost to advertising?
13. How did the boom of the Internet in 1990s influence advertising?
14. What was the intention of various sites indulging in online advertising?
Lesson 2
Different Forms of Advertising
Part 1
Task 1. Translate the following international words from Text 1 into Russian.
form, adapt, adaptation, communication, blog, media, social, forum, Internet, format,
radio, television, smartphone, video, technologies, traditional, effectiveness,
corporations, fliers, period, signal, catastrophic, industry, traditionally, commercial,
electronic, effective, model, personalities, studio, personal, business, product
Task 2. Learn the words below that will help you understand Text 2.
1. adapt - приспосабливаться
2. Internet outlets – интернет-ресурсы
3. broadcasting - вещание
4. enduring – устойчивый и долговечный
5. direct-mail – прямая почтовая рассылка
6. fliers - листовки
7. feature – зд. несут
8. revenue – доход
9. decline - упадок
10. classified advertising – рубричная реклама
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11. do well – зд. оставаться высоким (о доходе)
12. target – нацелены, предназначены
13. endorsement – поддержка, одобрение
14. sense – чувство, ощущение
Task 3. Find the Russian equivalents of the sentences in English under the line,
paying attention to the italicized words and phrases.
1. The advertising was adopted to the needs of consumers.
2. Broadcasting is carried out via satellite.
3. Education in the field of IT technology experiences a boom.
4. Due to the innovations the annual company’s revenue doubled.
5. The welfare of the citizens of this small town is increasing steadily.
________________________________________________________________
a. Образование в области информационных технологий переживает
стремительное и широкое распространение.
b. Вещание осуществляется через спутник.
c. Реклама была адаптирована к нуждам потребителей.
d. Благосостояние жителей этого маленького городка постоянно растет.
e. Благодаря инновациям годовой доход компании удвоился.
Task 4. Read and translate Text 1.
Text 1
Different Forms of Advertising
Advertising in the twenty-first century has adapted to new forms of digital
media. Internet outlets such as social media forums, blogs, and other online spaces
have created new possibilities for advertisers, and shifts in broadcasting towards
Internet formats have threatened to older forms of advertising. Smartphones, video
games, and other technologies are considered to give new possibilities.
In spite of the rise of digital media, many types of traditional advertising have
proven their enduring effectiveness. Large corporations and local advertisers continue
to rely on billboards and direct-mail fliers. The billboards feature a commercial
message every day for a long period.
Print ads have been around for centuries, but Internet growth has hit newspaper
advertising hard. A 45 percent drop in ad revenue between 2007 and 2010 signaled a
catastrophic decline for the newspaper industry. As a rule, newspapers have made
money through commercial and classified advertising. Commercial advertisers,
however, have moved to electronic media forms. Print magazines suffered from many
of the same difficulties as newspapers.
Unlike magazines and newspapers', radio’s advertising revenue has done well.
Radio's easy adaptation to new forms of communication has made it an easy sell to
78
advertisers. Radio ads target specific consumers. Advertisers can also pay to have
A
B
1. Internet outlets
2. enduring effectiveness
3. to rely on billboards
4. feature a commercial
message
5. hit newspaper
advertising hard
6. ad revenue
7. drop in ad revenue
8. classified advertising
9. suffered from
difficulties
10. personal endorsement
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.
Source: Жигунова, Ж. Г. Английский язык для обучающихся по направлению «Реклама
и связи с общественностью»: учебное пособие / Ж. Г. Жигунова, Ю. Е. Костерина, Е. В.
Шило. — Омск : Омский государственный технический университет, 2019. — 88 c. — ISBN
978-5-8149-2786-6. — Текст : электронный // Электронно-библиотечная система IPR BOOKS
: [сайт]. — URL: https://www.iprbookshop.ru/115404.html
Task 5. Match the English phrases in column A with their Russian equivalents
in column B.
Task 6. Match the Russian phrases from Text 1 with their English equivalents
under the line.
приспосабливаться, угрожать, цифровые медиа, доказывать, долгий, несмотря
на, местные рекламодатели, доход от рекламы, рекламные щиты, пострадали,
спутник
______________________________________________________________
threaten, suffered, local advertisers, billboards, adapt, satellite, digital media, in spite
of, enduring, prove, advertising revenue
Task 7. Fill in the blanks with suitable prepositions: on, of, us, to, in, for.
1. Advertising in the twenty-first century has adapted … new forms of digital media.
79
2. Internet outlets have created new possibilities … advertisers.
3. In spite … the rise of digital media, many types of traditional advertising have
proven their enduring effectiveness.
4. Large corporations continue to rely … billboards.
5. Print magazines suffered from many of the same difficulties … newspapers.
6. Radio personalities read their ads live … the studio.
Task 8. Answer the questions.
1. What has advertising adapted to in the twenty-first century?
2. What sources and technologies have created new possibilities for advertisers?
3. What has threatened to older forms of advertising?
4. What types of traditional advertising have proven their enduring effectiveness?
5. What is the advantage of billboards?
6. Has Internet growth hit newspaper advertising hard?
7. How have newspapers made money?
8. What media forms did commercial advertisers start to use?
9. Did print magazines suffer from many of the same difficulties as newspapers?
10. Why has radio’s advertising revenue done well?
11. Why do advertisers pay to have radio personalities read their ads live in the
studio?
12. Have newer forms of radio such as satellite and Internet stations continued to use
the traditional model?
Part 2
Task 1. Translate the following international words from Text 2 into Russian.
visual, verbal, technologies, commercials, negative, platform, Internet, mobile
phones, phenomenon, spontaneous, strategies, potential, strategies, focus, specific,
social, information, generate, person, associated, site, user, concert, data, company,
practice, debates, balance
Task 2. Learn the words below that will help you understand Text 2:
1. visual cues – визуальная информация
2. verbal cues – вербальная информация
3. promotional – рекламный
4. spot – зд. ролик
5. commercials – реклама
6. capitalize on – воспользоваться, использовать
7. shared media – общие медиа
8. viral ads – вирусная реклама
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