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Файл:The ABCs of Advertising. English for Advertising Students. Учебное пособие
.pdf
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4. Why is an e-release important in the publicity plan?
a) it is sent to physical stores
b) it is used to reach online audiences
c) it contains a print version of the fact sheet
d) it is used to create social media posts
5. What is the purpose of a media alert?
a) to provide high-resolution images
b) to inform journalists and bloggers about key events and dates
c) to detail the product’s specifications
d) to track the success of the publicity plan
6. How do we plan to grab attention for the new product?
a) by only sending out print releases
b) by using a combination of traditional and digital media strategies
c) by avoiding the use of social media
d) by not including photos in the media kits
Language focus
1. Match the words on the left to their definitions on the right:
1) media kit
a) a type of press release that includes ready-to-print articles and
photos for newspapers or magazines. It’s designed to be easily used
by journalists
2) e-release
b) a written statement that gives news about a product, event, or
company, which is shared with newspapers and magazines to
inform the public
3) media alert
c) a simple document that provides key information about a product
or event, like its features, benefits, and important details, in a clear
and concise way
4) print release
d) a short notice sent to journalists to quickly inform them about an
important event or news that is happening soon
5) mat release
e) an electronic version of a press release sent by email to news
websites, online journalists, and bloggers to spread news quickly on
the internet
6) fact sheet
f) a package of materials sent to journalists that includes
information, photos, and other resources about a product or event to
help them write their stories
7) pitch letter
g) a letter sent to journalists or media outlets to suggest a story idea
or newsworthy event and explain why it is interesting or important
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2. Fill in the blanks with the correct words or phrases from the table.
pitch letter e-kit fact sheet mat release publicity photo
1. We sent a … to the local newspaper to tell them about our new restaurant.
2. The company prepared an … with all the details about the new phone and
sent it to online journalists.
3. The … includes important details about the new movie, like the release date
and main actors.
4. The … had a ready-to-use article and photo for newspapers to print about the
charity event.
5. The … showed the new sports shoes and was used in magazines and on
social media to attract customers.
Listening
1. Listen to a voice message of a publicist Karen to her client Mary. Mark
the sentences as true (T) or false (F).
https://disk.yandex.ru/d/GqcHvqQPvGBOew
1. Karen has completed the e-release and is now waiting for a publicity photo
before proceeding with the fact sheet.
2. Karen is asking Mary for a photo of herself alone.
3. Karen wants to discuss the content of the fact sheet and any other elements
after receiving the photo.
2. Listen again and complete the voice message.
Hi Mary,
This is Karen. I’ve finished creating the 1… and it's ready to go. However, to
make a good first impression and truly support the release, I’ll need a 2… of you and
your 3….
We can start working on a 4… once we have the photo to include all the
essential details. Let’s talk more about what should be included in the fact sheet and
any other elements you want to 5….
Looking forward to your photo and any 6… you have.
Best, Karen
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Speaking
1. With a partner, act out a dialogue between a publicist (student A) and a
client (student B). Then, switch roles.
Useful phrases:
I created…
Couldn’t we…
I don’t think we should do that.
It’s going well.
To make a good first impression…
Student A: You are a client. Talk to Student B about:
• the status of campaign
• the materials he or she prepared
• his or her suggestions for releasing materials
Student B: You are a publicist. Talk to Student A about materials that you
prepared for a campaign.
Reading
1. Before you read the email, talks about these questions:
a) What are some possible goals of publicity campaigns?
b) What are popular ways of spreading information in Russia?
TEXT B
Hi Jenny,
I hope this email finds you well! I am excited to share details about our
upcoming campaign, which will include a variety of media strategies to reach our
audience effectively.
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We will launch a radio and television campaign to spread our message far and
wide. This will feature a VNR and an ANR, which will help us share important
information with news outlets.
We’re also planning a radio media tour to talk directly with different radio
stations, and a satellite media tour to reach TV audiences. During these tours, we’ll share
audio clips and B-roll video so our story feels more lively and interesting on air.
I completely agree that we need a new PSA that grabs viewers’ attention and
motivates them to donate to our cause. We’ll focus on a powerful video that clearly
shows why our mission matters and why their support can make a real difference.
Let’s team up and do everything we can to make this campaign a real success.
Thank you,
Shirley
2. Read the email above and choose the correct answer to each question.
1. What types of campaigns were mentioned in the email above?
a) print and social media
b) radio and television
c) email and SMS
d) billboard and online ads
2. What does the campaign plan to include to share important information with
news outlets?
a) press releases and blogs
b) newsletters and flyers
c) VNR and ANR
d) infographics and webinars
3. What is the purpose of the new PSA mentioned in the email?
a) to promote a new product
b) to raise money for a cause
c) to increase website traffic
d) to advertise a sale
4. What type of media tour will be conducted for television broadcasts?
a) print media tour
b) radio media tour
c) online media tour
d) satellite media tour
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Vocabulary
1. Match the words on the left to their definitions on the right:
1) PSA
a) to transmit something to a large number of people, often through
radio or television
2) broadcast
b) a recording or a transmission that a person sees on a screen
3) soundbite
c) a recording or a transmission that a person hears
4) VNR (Video news release)
d) a short statement that is used repeatedly to reinforce an idea
5) radio media tour
e) when someone talks to different radio stations in interviews to
share information or promote something
6) ANR (Audio news release)
f) extra video clips that are shown while someone is talking in the
main video, to make it more interesting
7) B-roll
g) a series of TV interviews done by one person from one location,
shared with many TV stations by satellite
8) satellite media tour
h) a short message made to share important information with the
public, usually for free. It often talks about health or safety
2. Complete the sentences below with words from Exercise 1.
1. The … encouraged people to donate to the charity during the holiday season.
2. The company's new product was shown on TV during a live … last night.
3. The reporter used a powerful … from the interview to catch the audience’s
attention.
4. The marketing team created a … to share the company’s latest achievements
with news stations.
5. As part of the …, the CEO spoke on multiple radio shows to promote the event.
6. The … was sent to several radio stations, making it easy for them to report
the company's new campaign.
7. The news report used … of the factory while the manager explained how the
product is made.
8. The celebrity did a …, speaking to different TV stations from her home studio.
Speaking
1. With a partner, act out a dialogue between two publicists (student A
and student B). Then, switch roles.
Useful phrases:
What is your opinion…
Why don’t we…
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I bet…
Our campaign is doing...
Good point.
Student A: You are a publicist. Talk to Student B about:
• a publicity campaign
• the success of the campaign so far
• new strategies to try
Student B: You are a publicist. Talk to Student A about a publicity campaign
strategy.
2. Discuss these questions with your partner.
1. What do you think makes a PSA effective in raising awareness? Can you
think of any memorable PSAs you've seen or heard?
2. In your opinion, how has broadcasting changed with the rise of online
platforms, and what impact does this have on traditional TV and radio?
3. Why do you think soundbites are often used in news reports? Do you think
they give an accurate picture of the full story, or can they be misleading?
4. How do VNRs benefit both companies and news organizations?
5. How does the use of B-roll footage enhance a news story or promotional
video? Can you think of any examples where B-roll was used effectively?
87
UNIT 10. INTERNATIONAL ADVERTISING
AND GLOBAL CAMPAIGNS
Lead-in
1. In small groups discuss the following:
1. What are some examples of cultural differences in communication?
2. Why is it important to be aware of cultural differences?
2. Read the text and do the tasks below:
International advertising has always been a critical tool for nations,
organizations, and individuals seeking to communicate their messages, establish
reputations, and build relationships across various cultures. As the world becomes
increasingly interconnected, understanding the impact of global communication on
international advertising is crucial, particularly when dealing with cultural differences
that can shape how messages are received and understood.
One of the most significant challenges in international advertising is navigating
the differing cultural values that exist between nations. Some cultures favor
collectivism, where the needs of the group are placed above the desires of the
individual. In contrast, other cultures favor individualism, emphasizing personal
achievement, autonomy, and self-reliance. These contrasting worldviews can create
tension in how messages are crafted and received. For example, in collectivist
cultures such as Japan or China, PR strategies often emphasize harmony, community,
and the collective good.
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In collectivist cultures, messages are often created to keep the group united and
to show respect for social hierarchies. The goal is to support harmony, avoid open
conflict, and make everyone feel part of the community.
In contrast, in more individualistic cultures like the United States or Australia,
PR and ad campaigns usually focus on the individual. They highlight personal
success, independence, and new ideas, appealing to people’s desire to feel unique and
in control of their own lives.
A big challenge in international communication is the language barrier. Even
small translation mistakes can change the meaning of a message and create
confusion. But the problem is not only words.
Even when people share a common language, cultural rules can still change
how advertising is understood. In high-context cultures, such as many in Asia and the
Middle East, messages are often subtle. Nonverbal cues, the situation, and what is left
unsaid are just as important as spoken words. Direct Western-style ads that clearly
spell out all the benefits can feel rude, pushy, or insensitive in these markets. Smart
advertisers adjust their style and use softer, more indirect storytelling that respects
local expectations.
The idea of “losing face” is key here. In these regions, keeping dignity and
avoiding embarrassment is more important than being direct. Advertisers usually
avoid saying “no” or using strong criticism. Instead of attacking a competitor, they
prefer to gently highlight their own advantages, so the audience feels respected and
stays open to the message.
Low-context Western markets work very differently. There, clear and bold
claims like “Buy now — it’s the best!” can build trust because people expect straight
talk. But if you take this direct style and use it without changes in high
power-distance cultures with strict hierarchies, it can backfire. People lower in the
hierarchy may feel uncomfortable, and they might not react openly or honestly to the
message.
Tailor ads to honor structures — use respectful endorsements from leaders for
better resonance.
Nonverbal pitfalls abound: Eye contact signals confidence in the US but
disrespect in some Asian contexts. Gestures vary too — test visuals rigorously to
avoid misfires.
Global advertising success hinges on more than translation; it's about cultural
fit. A US campaign celebrating individual triumphs? Inspiring there, but boastful in
collectivist Japan — shift to group harmony instead.
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Master these — implicit vs. explicit styles, power distance, collectivism vs.
individualism — and your ads will captivate diverse audiences, driving stronger
engagement worldwide.
Would you like it more formal, shorter for social media, or focused on
specific regions / examples?
Read the text and complete the table
Practice
Cultural expectations
Low Power Distance
People expect everyone to be included in decision-making
1. …
…
People expect others to clearly state what they mean
Individualism
2. …
…
Avoiding offense
3. …
…
Vocabulary.
1. Match the words on the left to their definitions on the right:
1) explicit
a) spoken
2) lose face
b) the idea that society as a whole is more important than individuals
within it
3) nonverbal
c) not involving words
4) verbalized
d) the struggle to communicate because people speak different languages
5) collectivism
e) communicated clearly and directly
6) power distance
f) a measure of how much people accept unequal decision-making power
7) language barrier
g) to be humiliated
8) implicit
h) being straightforward and direct in expressing an idea or message
9) offend
i) to cause someone to feel upset, hurt, or insulted, often by disrespectful or
inappropriate behavior, words, or actions
Listening
1. Listen to a student talking about his summer internship overseas. Mark
the following statements as true (T) or false (F).
https://disk.yandex.ru/d/gTybzcD2ryNRBA
90
1. The author felt fully prepared for the cultural differences before his summer
internship.
2. The language barrier was a significant challenge for the author during their
internship.
3. The author found the communication style in the host country to be very
direct.
4. The author accidentally offended his boss while trying to give constructive
feedback.
5. Asking for a day off led to a misunderstanding about the author’s intentions.
6. The experience helped the author appreciate the importance of cultural
differences in communication.
7. The author is eager to use what he learned in future experiences.
Project
Choose any country that interests you. Conduct research and prepare a
presentation on the communication style in that country. Compare that
communication style with the one in your own country.
Reading
1. Work in pairs and discuss the questions.
a) Why do you think understanding different cultures is important in business?
b) Can you think of any examples where cultural misunderstandings led to
problems in communication?
c) How do gestures and body language vary across cultures?
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