- •Федеральное агентство по образованию
- •1. Note the pronunciation of the following words:
- •2. Watch the pronunciation and spelling of these words:
- •1.Match the words and definitions from the columns; use them in the examples of your own:
- •2. Find in the text English equivalents to the following Russian words and word- combinations; restore their context
- •3. Find the odd-one out
- •4. Fill in the gaps with the words from the exercises above
- •5. Design your own exercises to make your group mates practice the words and phrases from this text.
- •1.Read the text once again and decide which of the sentences are correct and which are wrong. Correct those that are wrong
- •2. Answer the following questions on the text
- •3.Make up the summary of the text using the following words and word-combinations
- •1. Translate the following text from English into Russian
- •2. Read the following text, translate the Russian words and word-combinations into English, consult the dictionary if necessary The Epoch of Advertising Growth
- •1. Complete the following sentences with the ideas from the text
- •2. Read the text once again and answer the following questions
- •1. Translate the following words from Russian into English and use them in the sentences of your own
- •2. Match the following words with their definitions
- •3. Fill in the blanks with suitable words and expressions from the previous exercises
- •4. Say the following sentences in your own words paying attention to the italicized parts of the sentences
- •1. Say whether the statements are true or false
- •2. Answer the following questions
- •1. Find Russian equivalents to the following words and expressions from the text
- •2. Translate the following sentences from Russian into English using the lexical units from the previous exercise
- •3.Explain the meaning of the following words and phrases:
- •1.Choose the most successful advertisement and discuss what made it so successful.
- •2. Give your own examples of the most successful advertisements. Analyse them from the point of view of its content, target audience, approach to an advertising campaign and types of media.
- •1. Study different styles of presenting messages and think which of them could be more preferable. Give arguments for your answer.
- •Illustrate the above given techniques with the examples of your own. How effective are the advertisements?
- •1. Why is the headline crucial for an advertisement?
- •2. What parts does the body copy consist of?
- •2. Complete the table
- •3. Make up the summary of the text using the information from the table in the previous exercise.
- •1. Find English equivalents to the following words and phrases from the text
- •2. Explain the meaning of the following terms mentioned in the text
- •3. Fill in the blanks with suitable words from the exercises above
- •4. Give antonyms to the following words from the text.
- •1. Prepare a presentation on the topic “Tips for creating an effective advertisement”.
- •2. Make up a dialogue.
- •Что такое хороший рекламный текст
- •Informative Reading Cherry 7-up targeted at Youth Market
- •1.Read the following text, translate the Russian expressions into English, consult the dictionary if necessary. Fill in the gaps with the words given before the text
- •Advertising
- •2. Answer the following questions
- •Vote for the most effective advertisement and choose the best one.
- •Теория рекламы (часть 1)
- •603950, Нижний Новгород, пр. Гагарина, 23
- •603600, Г. Нижний Новгород, ул. Большая Покровская, 37
2. Complete the table
|
Component of the ad |
Constituent parts |
Basic characteristics |
|
|
|
|
3. Make up the summary of the text using the information from the table in the previous exercise.
Word Study
1. Find English equivalents to the following words and phrases from the text
Заголовок, иллюстрация, основная часть, подпись, подзаголовок, словесная, образец рекламы, привлекать внимание читателей, создавать/ вызывать интерес, вводное утверждение, объясняющий абзац, заключительный абзац, идентифицировать/ определять, удовлетворить/ выполнить желание, положительные стороны товара, указывать, подтверждать, спонсор, товарный знак, легкий для прочтения, разговорный, перевешивать, превосходить, расположение элементов, улучшать способность восприятия рекламы, составляющие элементы, быть расположенным, эффективность, быть хорошо составленным, вдохновлять/ воодушевлять, остроумный.
2. Explain the meaning of the following terms mentioned in the text
headline
illustration
body copy
signature
subheadline
body copy
explanatory paragraph
closing paragraph
artwork
layout
format elements
advertising slogan
adhere to smth
3. Fill in the blanks with suitable words from the exercises above
a. Classical _______ of an advertisement includes the _______, subheadline, _______, _______ and _______.
b. One of the _______ elements in the advertisement is the headline. It should be original and bright enough to ______ readers’ attention and to arouse the interest in the ad.
c. The _______ usually contains the basic information about the product, its characteristic features, advantages and ______.
d. The signature identifies the _______ of the ad. It should be ______, _______ and easy to identify.
e. Though the ______ can be positioned in any way there exist some general rules of arranging the ______ of the advertisement.
f. The copy must be ______ because the arrangement of the format elements influences the _______ of the ad and the ______ it makes on consumers.
4. Give antonyms to the following words from the text.
a. Use negative prefixes
verbal
interest
legible
distinctive
familiar
encourage
advantages
formal
increase
effectiveness
memorable
direct
credible
b. Use words with a different root
introductory
crucial
minor
improve
well-composed
simple
c. Watch the use of the following prefixes
out- outperformed
over- overpower
What meanings do they have? Can you give any other words with the same prefix?
Speaking
1. Prepare a presentation on the topic “Tips for creating an effective advertisement”.
2. Make up a dialogue.
You are two competitors. The first one is a successful advertiser, the second has just started an advertising business. The latter has doubts about how to create an effective advertisement for a new product, the former does not want to let him succeed in it, he gives the “worst” advice to let his competitor down.
(Use the Word Study exercises in your dialogue)
Discussion
Discuss the following questions in groups, report the results of the discussion back to the class.
1. Does the effectiveness of an advertisement depend on its layout? Give evidence for your answer.
2. Can you think of any examples of the advertisements you don’t like? What is wrong about them? What makes them ineffective? Can they be improved?
Writing
“What is said in advertising is more important than how you say it”
Comment on the words of David Ogilvy, an American businessman and an advertising expert, in about 180-200 words.
Translation
Translate the following Russian text into English using words from the text