- •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
1. Note the pronunciation of the following words:
advertising
consumer
improvement
buyer
purchase
informative
competitive
2. Watch the pronunciation and spelling of these words:
reminding
initial
agitating
requirement
to distinguish
function
propaganda
Warm-Up
Study the following definitions of the word “advertising”, find similarities and differences, work out your own definition based on the given ones.
The activity or business of telling people publicly about a product or service in order to persuade them to buy it on TV, in newspapers, etc. (Longman Dictionary of Contemporary English).
The promotion of goods or services for sale through impersonal media, such as radio or television (Collins English Dictionary).
The business of encouraging people to buy goods by means of advertisements (Longman Dictionary of English Language and Culture)
Reading
Advertising is a paid form of nonpersonal communication that is given in mass media such аs television, radio, newspapers, magazines, direct mail, mass transit vehicles, and outdoor displays.
Advertising gives the information to the consumer about the seller or his goods, the prices for these goods, information about the place of sale.
Also advertising often informs people about improvements of the goods, changes in quality, etc. Advertising helps the buyer to make the correct decision on purchase.
Division o advertising into three kinds is standard: informative, competitive and reminding.
1. Informative or initial. This advertising acquaints the possible buyer with the new goods in the market, a place of its sale.
2. Competitive, convincing or agitating. The advertiser with the help of various ways and means (skilful drawing up of the text, selection of expressive words, etc) influences mentality of the person with the purpose to call, generate or wake up in him requirement for the given goods or service. He distinguishes the promoted goods from all similar goods and convinces the buyer to get these goods.
3. Safe or reminding. Advertising reminds of earlier promoted goods, supports adherence to the brand, i.e. gives the repeated information of the goods because the consumer can quite “forget” about the existence of the goods and begin to search for the information necessary for him.
Each kind of advertising carries out both functions of advertising, but everyone has the different purposes. So informative and safe advertising carries out mainly the first function as it is aimed first of all at delivering information to the public. Agitating advertising is created for propaganda of the goods, therefore it carries out mainly the second function, but also gives the information.
Skimming
Skim through the text and decide whether these statements are true or false:
The main function of advertising is to inform the consumer about the details of the products as well as their improvements.
Informative advertising helps the consumer buy the product with the help of various means and ways.
The first function of reminding advertising is to introduce the product to the public through different kinds of mass media such as television, radio, newspapers, magazines, etc.
Word Study