Text 7 Advertising Media

Print Media

Printing advertising deals with the use of space. A printed advertisement has three main elements: illustration, headline and copy block.

The illustration usually dominates the space. Studies show that one large illustration with a single focus is best. Photographs are far more effective than any other illustration technique. They bring realism, immediacy and often a great beauty to the advertisement.

One of the most important details in the advertisement is color. It’s used for psychological motivation and effect. In the advertising practice of the United States colors have symbolic meanings. Green is freshness, health; white is purity, dark brown is masculine, pastels are feminine, black is sophisticated, purple, red and gold are regal and connote quality.

Headlines should draw attention as most of readers never read beyond them.

If the headline fails to draw their interest immediately, they won’t read the text. The headline should be short and informative – it should say something about the product.

The copy block shouldn’t use more than 20% of the total advertising space. There are no strict rules for writing outstanding advertising copy. However here are some useful suggestions that work in the UK and in the United States:

1. Use short sentences with short familiar words.

2. Use positive forms or strong negatives (“never”, “avoid”, “stop”). Avoid weak negatives such as “don’t”, “won’t”, “can’t”.

3. Use the active voice. “Floors clean better with …” is stronger than “Floors can be cleaned better with …”.

4. Use only necessary words – as many or as few as needed to communicate the message.

5. Make the message personal; direct it at the consumer. Each consumer likes to believe that the message is for him individually.

6. Concentrate on the consumer and product benefits. Write from the reader’s point of view. Write what the buyer really wants to know.

Broadcast Media

The essential difference between the broadcast media and the print media is that advertising in print media occupies space. Radio and television exist in time. Another difference between the two types of media is a difference of purpose. The major function of print media is to provide news and information; of the broadcast media – to provide entertainment.

Many people buy magazines because they want to read advertisements. On radio and television advertising interrupts. From the advertiser’s point of view this is both strength and weakness. The interruption itself can be an attention-getting device. It can prepare people to listen to the message. But the interruptions are also a source of irritation. They can cause people not to listen or to watch, in fact, to resent the advertisement and the advertiser.

From: David P. Rein. The Language of Advertising and Merchandising in English.NY, 1982.

Preparing the Text

A. Studying the language

1. Match the English words and word combinations with the Russian equivalents.

print media	источник раздражения
to deal with	существенная разница
headline	текст рекламы
copy block	печатные СМИ
advertising culture	заголовок
symbolic meaning	иметь дело с
to draw attention	строгие правила
strict rules	символическое значение
to communicate the message	привлекать внимание
essential difference	передавать содержание
source of irritation	культура рекламы

2. Put the words in the right order to make a sentence.

a) them readers beyond headlines attention never draw as of should most read.

b) him likes each believe the individually consumer to is message

that for.

c) space print (2) essential in between and media (3) that occupies the (3) difference broadcast is advertising.

d) far photographs illustration more are any than effective technique other.

e) if fails won’t people headline the (2) to attention read their text draw.

3. Fill in the correct word derived from the word in brackets.

Cigarette … (advertise) is a popular topic for … (discuss), as an increasing number of people believe that it’s … (moral) and should be banned. I support this view for a … (vary) of reasons.

First of all, it should be stopped because an … (health) product is being promoted. According to many … (medicine) reports, tobacco is a major cause of lung cancer and is sometimes … (respond) for heart disease. What is more, smoking can have … (harm) effects on non- … (smoke): they have to breathe in second-hand smoke.

Another major reason for … (ban) cigarette advertising is the fact that it targets young people. Cigarette adverts show young, … (beauty), … (success) people smoking and having fun. This image is … (appeal) to teenagers. In other words, they become … (attract) to this … (glamour) … (present) of smoking, which leads them to taking up the habit. Furthermore, the average teenager doesn’t realize that it’s … (addict).

However, tobacco companies argue that since their … (produce) are … (legal) sold they have the right to communicate … (inform) about them. They … (strong) deny that they target … (young) in their adverts, stating that all the models whose photos they use are adults.

In … (conclude), I believe that cigarette companies are only … (interest) in making money, as their advertising campaigns are … (ethic) and aimed at teenagers.

4. Translate into English.

a). Интересно, почему во время выпусков новостей не бывает перерывов на рекламу?

b). Заголовок должен быть коротким и информативным, он должен сообщать самые необходимые сведения о продукте.

c). Если заголовок не привлекает внимание, читатели даже не заглянут в рекламу.

d). Если печатная реклама направлена на информацию, то телевизионная – на развлечение.

e). При создании рекламы необходимо сосредоточится на покупателе и его потребностях.

B. Studying the text

Correct the following statements.

1. It’s the copy block that plays the most important role in an advertisement, but not the illustration and headline.

2. The advertiser should think only about his profit.

3. A lot of people like commercial breaks.

4. The headline should be funny, but not informative.

5. It’s better to make advertisements impersonal.

C. Points for comments and discussion

1. What can you tell about the language in advertisement?

2. Do you agree that colours have their symbolic meanings? How do they work in advertising?

3. What are the differences between print and broadcast media?

Text 8

When a Name Can Cost up to $100, 000

He’s not a doctor or even a marketing specialist. But when a pharmaceuticals firm wants to launch a drug, James Dettore often tops the list of people to contact. Dettore, president of the Miami-based Brand Institute, charges companies such as Smith-Kline Beecham $ 100, 000 a time to perfect something that is becoming as crucial to a drug’s success as its clinical effectiveness: its name.

Naming used to be a straightforward undertaking – aspirin was so called because it consisted of acetylsalicylic acid based on extracts from the spiraea plant – but now naming of drugs has ballooned into a multimillion-dollar industry.

New drugs receive a generic name, subject to approval by the World Health Organization, but it is in choosing the trade name that naming consultants come into their own.

The process begins with brainstorming session among pharmacists, physicians and consumers, says Dettore. There are some basic rules at Brand Institute: the perfect name is held to consist of 10 letters or fewer, and no mere than three syllables.

But much depends on fashion. Where once drug companies chose names blinded the public with science, now there has been a shift in the direction of airy, abstract names embodying hope, wellness and the promise of transformation.

Some drugs make hold claims for their own efficacy. Zyban, an antidepressant aimed at those trying to quit smoking, implies that it will ”ban” their habits. Some seek out favorable euphoric associations, as in vigor and virility of Viagra. And that upbeat prefix “pro” never goes amiss: “There are more than 4, 000 “pro” prefix names in the various registers”, Dettore says.

Pharmaceuticals firms often opt for names beginning with A so that they are placed near the beginning of drug formularies. Others piggyback on existing brands by borrowing parts of their names. Abbot Laboratories’ Aids drug Norvir has echoes of Glaxo’s AZT brand Retrivir.

Devising an evocative name is only the first hurdle. Once it has been formulated, linguists check that names are pronounceable worldwide and don’t have obscene or embarrassing meaning in other languages.

The costliest part of the exercise involves hiring armies of lawyers to shift through trademark registers and medical regulations to ensure the name does not contravene consumer legislation or infringe existing marks – of which there are more than 1 m in the European Union.

Choosing a name similar to an existing one can cause trouble. Confusion between Merck’s gastrointestinal drug Losec and the antihypertention treatment Lasix promotes the Food and Drug Administration (FDA) to order Merck to change it to Prilisec. The FDA also skippered Pharmacia and Upjohn’s plans to market its baldness treatment as Regain, on the basis that it didn’t stimulate permanent hair regrowth.

“Naming is becoming more and more complicated”, says Dettore with a hint of worry. “People are saying we might even run out of names”.

From: Oliver Burkeman

Preparing the Text

A. Studying the language

1. Look at these verbs from the text, which are more commonly found as nouns.

James Dettore often tops the list of people to contact.

… now naming of drugs has ballooned into a multimillion-dollar industry.

Put these verbs, which are commonly used as nouns, into the sentences below. Use each verb once only. You will need to put some of the verbs into the past tense.

top balloon back chair hand eye knife

a). As the meeting was very important the prime minister decided to_____ it himself.

b). The postman knocked on the door because he needed to_____ me an important letter and get my signature.

c). The murderer _____ his victim in the back.

d). Her latest hit song has _____ the music charts for weeks.

e). Shopping on the Internet has ______ into a massive industry in the past year.

f). As the stranger walked into the café, the customers _____ him with suspicion.

g). After looking carefully behind her, she _____ the car into the parking space.

2. Look at the use of the articles in the first two sentences of the text. Complete the sentences below with a, the, or no article.

a). In ___ United States ___ companies can pay up to $100, 000 for ___ name of ____ new drug.

b). ___ names of all___ new drugs need to be approved by ___ World Health Organization.

c). Although James Dettore isn’t ___ lawyer, he understands most of ___ laws that regulate brand names.

d). ___ president of ___ company decided to move ___ pharmaceuticals division to ___ California.

e). They couldn’t use ____ name Zyglorilift because it was difficult for ___ Italian speakers to pronounce.

f). After brainstorming hundreds of ___ ideas they decided to take ___ break.

B. Studying the text

1. Choose the correct ending to these sentences.

a). The Brand Institute in Miami:

1. develops new pharmaceutical products

2. creates names for new drugs

3. makes sure that new drugs are clinically effective

4. markets new drugs

b). Nowadays the development of drug trade names:

1. is simple and straightforward

2. is done by pharmacists

3. is done by the World Health Organization

4. has grown into a big industry

c). At the moment the ideal name for a new drug:

1. has more than 10 letters

2. is abstract with the promise of future health

3. has only two syllables

4. is long and scientific

d). Linguists check the names:

1. don’t have negative meanings in other languages

2. are simple to pronounce for English speakers

3. are easy to spell for all nationalities

4. aren’t existing trademarks in other countries

e). The Food and Drug Administration (FDA) can order the change of a drug name if it:

1. has an embarrassing meaning in another language

2. sounds like a type of food or drink

3. is similar to another drug

4. is too long and complicated

2. Answer the following questions.

a). What is James Dettore’s job?

b). How does the process of choosing a drug name start?

c). What sort of drug is Zyban? Why was the name chosen?

d). Why do many drugs begin with the letter “A”?

e). What is James Dettore worried about in future?

C. Points for comments and discussion

1. Speak about the process of choosing a drug name.

2. Look at the following brand names. Are they familiar to you? Who invented these names? What do they actually mean?

THERMOS LEGO DISPRIN JEEP Xerox

3. Give other examples of brand names and speak about their history.