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Файл:Практический курс английского языка. Учебное пособие
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a) With your partner research one of the following entrepreneurs:
Richard Branson Alan Sugar Calvin Klein
OR a famous entrepreneur from Russia.
b) Write a report with questions and answers like the article above.
3.7 Writing.
3.5.1 Work in pairs. Read the email and choose the bestdescriptionofPaola:
a) Managing Director of RDG;
b) visitor to the trade fair;
c) junior member of staff at RDG;
d) an RDG customer.
Hi Duncan.
I was at a trade fair all last week. There were thousands ofpeople. I was manning the
RDG stand – it was a lot of responsibility. It was exhausting! I had to talk to potential
customers and give out catalogues and freebies. The best thing was meeting people. The
worst thing was answering questions.I've got one piece of service – you should learn
everything you can about your company's products before you go!
Anyway, how are you and Kelly?
See you soon
Paola
3.7.2 You went to a trade fair last week and manned a standfor the first time. Your
companymanufactures the marketing gifts on p.23. Write anemail to afriend describing
your experience. Include:
what you did
the best thing
the worst thing
a piece of advice
3.8 Checklist
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Assess your progress in this unit. Tick (✓) the statements which are true.
I can ask about a menu and order food
can give advice to work colleagues
I can write an email describing an experience
3.9 Key words
Trade fairs
freebies
Business
useful.
badge
business card
client
contact
exhibitor
leaflets
promotional materials
retailer
samples
stand
(the)competition
entrepreneur
invest
loan
Look back through this unit. Find five morewords or expressions that you think are
4 Unit 4. Advertising
4.1 Start up
4.1.1 Work in groups. Discuss the questions.
1 What are your favourite adverts on TV orin magazines?
2 Why do you think they are successful?
4.1.2 Look at the extracts from adverts and match them withthe products.
a holiday destination_______________ pet food_______________
washing powder__________________ ferries_________________
fridge__________________________ beds___________________
furniture________________________ bathrooms______________
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4.1.3 Find these adjectives in the adverts. Translate them into Russian. Complete
the table 1with the adjectives.
Table 1
1 Adjective 2 Translation 3 Describing
Complete
Good/best
Crunchy
Free
Bright
Cool
Tasty
Close
International
Popular
целый/полный
хороший/лучший
range of entertainment
facilities
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Table 1 (continuation)
1 Adjective 2 Translation 3 Describing
Easy
clean
4.2 Grammar
4.2.1 Comparatives and superlatives. Complete the rules with these words and
expressions.
more most one of the most/least superlatives comparatives
1 We use __________ to say how two or more thingsor people are different.
People sleep better on our beds than on otherleading brands.
Our cat food is meatier than our main competitor's.
2 We use ___________ like this.
We have the most complete bathroom service.
3 What is being compared is not always mentioned,if it is understood.
Get brighter whites (than the competition).
4 We use ____________ to express a less specificsuperlative.
One of the most beautiful cities in the world is Rome.
5 We can use ____________ with a noun to talk aboutquantity.
More people use email more than letters tocommunicate.
6 We can use ____________ with a noun to talk aboutlarge proportion of
something.
Most companies advertise their products.
Go to Grammar reference p.119
4.2.2 Complete the text using these words and phrases. Addthe if necessary.
lower prices larger smaller
most expensive cheaper more people
easiestways better than less
best most suitable
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Advertising space
Companies have to choose1the best way to advertise based on budget and
suitability. TV adverts are2____________ form of advertising, and only largercompanies
can afford them. A radio advert is 3__________ to produce, and is often more effective
for4________ companies with a limited budget. Localradio reaches5__________ and its
message can bemore direct.
Print ads in magazines, newspapers, and on billboards are one of 6________ to reach
people. Advertisingspace in local newspapers costs7____________ than innational papers
and is often very effective. Even bigstores place adverts in local papers, although they
have8___________ adverts than the local shops. Nationalnewspapers often carry adverts
for computer or mobilephone companies offering9________ than theircompetitors.
Advertisers spend time selecting10___________ publication. Forshampoo
manufacturers, women'smagazines are11__________ sports magazines, because they are
seen by the biggest audience of consumers.
4.2.3 Work in groups. Discuss products you know using theadjectives.
safe delicious fresh innovative
big advanced stylish comfortable
healthy relaxing refreshing
EXAMPLE: I think Landrovers are one of the safest cars to drive.
4.2.4 Work in pairs. Write a mini-advertisement for one ofthese products. Create a
name for your product. Write ashort description and an eye-catching slogan.
• a car
• an MP3 player
• a breakfast cereal
• a shampoo
• a perfume
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4.3 Reading
4.3.1 Work in groups. What kinds of products do the followinggroups of people
usually advertise?
young men young women children
housewives business people teenagers
families secretaries old people
EXAMPLE: Children often advertise sweets.
4.3.2 Read the article and match the headings to theparagraphs.
Scientific authority___
Negative feelings_____
Association of ideas___
Repetition____
Hype____
Emotional appealE
The Persuaders
We all know that buying a product won't really get us that great jobor give us a
perfect life. But we are still influenced by advertising.Advertisers use a variety of
techniques to persuade us to buy things.
A Onesimplewaytoadvertiseisrepetition. The name of the product ora slogan is
repeated so we end upremembering it.Theaim is to get the message into our brains – many
radioadverts use this technique.
B Adverts use both short phrases andlong explanations. In both caseslanguage is
extremely important. Hype – or exaggeration – is very common vague termsare usedsuch
as “thegreatest” or “themostadvanced”. In order to impress us and stop us askingtoo many
questions.
C Advertisers play on the universalfeelings of fear and anxiety tomanipulate our
feelings. They suggestthat we may not make friends,do enough for our families or
beattractive enough unless we use theirproducts. Think of how many mobilephone adverts
link their use to havingmore friends ora better social life.
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D Scientific ‘endorsement’ is common,particularly for cosmetics, medicine,
ortoothpaste. A scientist tells us aboutthe product and uses difficult words toimpress us. A
related strategy is the use of glamorous celebrities – we feel reassured or aspire to belike
them.
E Emotional appeal is fundamental toadvertising. Maternal feelings,familylife,
sex, femininity, and manliness allappeal to us subconsciously, forexample, they showa
woman huggingher children,or a macho man using arazor blade. Nostalgic images are
alsoimportant, such as a happyMediterranean family eating a mealoutside. It may be a
sentimentalversion of family life, but it appeals tous.
F Thinkof summerandyou probablythink of ice cream and the beach – we often
associate ideas together in ourminds. Advertisers also want to create association. For
example, technologyis often presented in a modernminimalist living space to suggest arich
lifestyle.And although today'sdriving means traffic jams and parkingproblems, car adverts
link their car tothe concept of freedom on desertedroads!
4.3.3 Read the following article and choose the best sentence (A – I) from the list
below to fill the gaps.
You pick up the telephone, dial thenumber and before it rings a cheerful voice says,
“Hello! This call is sponsoredby…”
1
_____ .We've come to tolerate (maybe)TV ads that cut into movies just at
thedramatic moment, or intrude on soccermatches right when a crucial play begins.In
American football, referees even haltplay for commercials. But how manypeople would be
willing to have a phonecall repeatedly interrupted for “a brief word from our sponsor”?
Answer: plenty.
That's the verdict from Sweden, where anoutfit called Gratistelefon is offering
free,advertising-supported calls in a two-month trial. Lines are overloaded.2___ . They are
not, it seems.
A caller dials a toll-free number, thendials any other number in Sweden.3______ .
There's no charge for as long as the caller – or the person called – wants to talk, or is
willing to have conversation punctuated by chirpy jingles.
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4
____. But giveaways know no age by barrier, says Broden. “We were a bit amazed,
but we're getting lots of middle-aged and older people. For them it’s no bother.” He
wouldn't confirm published intoreports that the system is getting 30,000 callers a day, but
did say it is so popularthat on some evenings the circuits are jammed.
And what's in it for advertisers in thisbrave new medium?5____ . “Because thead is
only 10 seconds long and your friendis waiting on the line, you can't really go to the
bathroom,” says Broden. “It's very cost-efficient” A handful oforganizations, including a
movie theaterchain, a radio station, a snacks companyand a charity, are already running
ads,which cost about 13 cents per spot, anddozens more have expressed interest.
Gratistelefon has bigger, not to mentionBig Brother-like plans. 6_____ .
Then,different callers might hear different ads,tailored to the advertisers' needs.
There'seven the technology to play separate ads to each person on the line – the callerfrom
the rural north might hear a pickup truck pitch, while the recipient inStockholm could
listen to one for a localrestaurant. The company plans to extendthe service nationwide in
Sweden in thenext few months, and it has been delugedby inquiries from other countries.
If the(READ TIME!) idea catches on and(READ TIME!) consumers elsewhereprove
tolerant (READ TIME!) of suchinterruptions, who knows where it maylead?
By Jay Branegan
A Each ad has a very small – but equally captive – audience.
B Gratistelefon leases capacity from other telephone operators at bulk rates.
C “We were afraid consumers would be annoyed by the breaks,” says
PeterBroden, the marketing director.
D Future customers will have to provide a telephone number and all-important
demographic data – age, sex, marital status, address and so on.
E We put up with commercials between songs on the radio.
F They hope to make profits by charging advertisers for the chance to reachthe
world's most narrowly targeted audience.
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G Not surprisingly, young people and students have been the biggest users inthe
test.
H Although Sweden's telephone market has been competitive for some
time,long-distance charges can still be high.
I The caller hears one 10-second ad while the connection is made, another in a
minute, and then one spot every three minutes.
4.3.4 Combine a word from A with one from B to match each of the
definitionsbelow.
A B
target sell
celebrity logo
hard audience
company endorsements
ad launch
publicity event
public relations agency
product stunt
1 ____________________ an aggressive, persuasive way of selling a product.
2 ___________________ the marketing and advertising effort that isorganized
to promote a new item when it goes onthe market.
3 __________________ a printed symbol that stands for a business ortheir
brand.
4 _________________ an organized gathering to get media coverage fora
brand, product or store opening.
5 ________________ the demographic group that an advertisingcampaign is
aimed at.
6 _______________ well-known people promoting a particularproduct.
7 _______________ a firm that specializes in creating advertising campaigns
for businesses.
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8 _______________an unusual, sometimes shocking action intendedto attract
people's attention in order to promote a brand or product.
4.3.5 Read Who's who in advertising and decide if thesentences are true (T) or false
(F).
1 Account managers are only responsible for thebudget. F
2 Art directors are responsible for creating the basicidea for the advert__.
3 Copywriters work on the visual side of theadvertising campaign__.
4 People in the Media department have to negotiate tobuy advertising space__.
5 The print production manager is the person whorecords commercials__.
6 Art directors are responsible for filming TVcommercials___.
Who's who in advertising.
Account managers
They oversee the advertisingprocess, and liaise betweenthe client and the
agency.They keep the project onbudget, brief their team, andpresent the results to the
client.Account managers need strong interpersonal, negotiation, andcommunication skills.
Media department
They create a media plan forthe client, and buy
advertising space in magazines, newspapers, the
Internet, or on radio and TV. They choosethe right
medium for theproduct, and negotiate onbehalf of the
client. Mediapeople are analytical,logical, and have a
strongcommercial awareness.
Creatives
All advertising campaigns start from an ideadeveloped by the 'creatives'. Art
directors come up with the ideas and 'look', copywriters writeand edit the words, and
graphic designers create the final visual result. Copywriters need goodlanguage skills,
while designers have strongvisual skills.
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