8. Choose the right prepositions from the box.

For, with, to, to, with, to, of, in, in, for, in, of,to, of, trough, in

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CONVERSATION AND DISCUSSION ADVERTISING AND ART

Before you read

Discuss these questions

1. Is advertising a form of art or just a way to sell a certain product?

2. What makes people doubt its artistic value?

Reading tasks

Understanding the main points Answer these questions

1. Why did artists paint in realistic style before the age of photography?

When and why did it become abstract?

Before the age of photography, painting was used to communicate the likenesses of kings and queens, princes and princesses throughout a kingdom, Rembrandt, Rubens, Raphael, Michelangelo, Leonardo da Vinci, and other famous artists invariably painted in a realistic style

2. In what museums can you find advertisement collections? Major museums around the world house permanent collections of

advertisements. Absolut vodka posters are framed and hung on walls like paintings. An exhibition of Ivory soap ads on display at the Smithsonian*; Coke commercials are in the library of Congress, and the Museum of Modern Art owns a collection of TV spots.

3. "What's wrong with equating advertising /treat equal with/ with art" according to the author of the article.?

The fundamental thing is that the creators of such advertising become more concerned with what posterity /person's descendants/ will think about the brand. Say if these statements are Т (true) or F (false) according to the information in the text.

1. Before the age of photography painting was a form of communication.

2. Major museums around the world house permanent collections of advertisements.

3. More and more consumers, too, see advertising as a communication vehicle rather than an art form.

4. People look at advertising the way they read a novel or watch a television show.

ADVERTISING AND ART

Art and advertising have been linked for decades. Illustrations are called artwork and the people that design them — art directors.

Before the age of photography, painting was used to communicate the likenesses of kings and queens, princes and princesses throughout a kingdom. Paintings also let the next generation know what previous generations looked like. Before., the age of photography, Rembrandt, Rubens, Raphael, Michelangelo, Leonardo da Vinci, and other famous artists invariably painted in a realistic style.

Painting is just as popular today as it was in Rembrandt's time. Only today painting is an art form almost totally divorced from reality. As photography gradu..ally assumed the visual communication role, painting turned abstract and became art.

Like sculpture, painting, and poetry, advertising is taking the same path. "Advertising", said Marshall McLuhan, "is the greatest art form of the twentieth century."

Not only pundits* like McLuhan but also top-level advertising people working in the trenches are making the art connection. Mark Fenske, a highly regarded advertising copywriter known for his work on Nike and other brands, says, "It may be the most powerful art form on earth." Advertising legend George Lois entitled his magnum opus The Art of Advertising: George Lois on Mass Communications.

Major museums around the world house permanent collections of advertisements. Absolute vodka posters are framed and hung on walls like paintings. An exhibition of Ivory soap ads on display at the Smithsonian*; Coke commercials are in the library of Congress, and the Museum of Modern Art owns a collection of TV spots.

Television networks put together collections of TV commercials and run them as programming. Walk into the offices of virtually any advertising agency in the world and look at the walls. You would think you're in an art museum — wall after wall of advertisements set in impressive mattes and expensively framed.

You might be thinking agencies are just exhibiting samples of their work. Maybe so, but lawyers don't frame copies of their finest briefs. Nor do doctors exhibit pictures of their most brilliant surgeries.

What is the role and function of advertising, anyway? Ask any copywriter or art director. Is it to increase the client's sales by 10 percent or is it to win a Gold Lion at Cannes? If they are honest, they will usually admit to going for the gold.

What's wrong with equating advertising with art? Many things, but the fundamental problem is that the creators of such advertising become more concerned -with what posterity will think about the brand.

More and more consumers, too, see advertising as an art form rather than a communication vehicle. How often has someone said to you, "I saw a great TV commercial last night; I nearly fell on the floor laughing."

When you ask them what the name of the product advertised was, they invariably say, "I don't remember". And when they do remember the name of the product advertised, they look hurt if you ask them if they are actually going to buy the brand.

People look at advertising the way they read a novel or watch a television show. They get involved in characters, situations, and plots without the least bit of motivation to act out any of the parts, including buying the product. It's all art.

GLOSSARY

invariably — неизменно

pundit — эксперт, специалист

trenches — трудные условия

magnum opus — выдающееся произведение искусства

equate — равнять уравнивать считать равным

posterity — последующие поколения, наследство

Smithsonian Institution — a USA national Institution that consists of several museums and centres for scientific research in Washington DC. it was established in 1846 by the US Congress with money given by James Smithson 1765 — 1829), an English sientist. It's popular name is "the nations's attic" (монсарда). The 12 major museums, most of which are situated along the Mall, include the National Gallery of Art, the National Museum of American Art, the National Portrait Gallery and the National Museum of American History.

Over to you

1. Do you treat TV commercials as a chance to get a real artistic pleasure or as a chance to have a short break when you can have a cup of tea or phone your friends?

2. Speak about the best commercial that you have seen and that you can call a real piece of art.

3. Debating practice.

Split into two groups and think of five arguments supporting the following ideas:

• Commercials can't be an art form as it doesn't have the functions of real Art.

• Advertising is Art just as sculpture, painting and literature since it fails to fulfill its direct functions.

"Do that you ought, come that may," and

"If we would be great, we must first learn to be good."

ONE WRITER'S BEGINNINGS

By Eudora Welty

The acclaimed bestseller by a Pulitzer Prize-winning fiction writer .... a richly detailed glimpse into her evocated childhood ~ a book that illuminates the mind, Heart, and wonderful imagination of one of our greatest living writers.

Miss Welty presents her life as if it were one of her stories, so that the book is something more than a brief autobiography. It's a lesson. By one of our best writers in how to look at a life, how to see it as an art form, not a chronicle, but a drama.

Read the text and say when reading came into your life. Was there anybody who helped you to enjoy it?

My Father

Reading everything that stood before me was how I came upon a worn old book without a back that had belonged to my father as a child. It was called Sanford and Merton. It's a famous moral tale written by Thomas Day in the 1780s. Here are the rich boy and the poor boy and Mr. Barlow, their teacher and interlocutor, in long discourses

alternating with dramatic scenes — danger and rescue allotted to the rich and the poor respectively. It ends with not one but two morals, both engraved on rings: "Do that you ought, come that may," and "If we would be great, we must first learn to be good."

I had the feeling even in my heedless childhood that this was the only book my father as a little boy had had of his own. He had held onto it, and might have gone to sleep on its coverless face: he had lost his mother when he was seven. My father had never made any mention to his own children of the book, but he had brought it along with him from Ohio to our house and shelved it in our bookcase.

Now your turn.

What do you remember about your father's favourite books? While a child, did you ever sleep on a book's cover ? What are your recollections about the first book you held in your hands?

My Mother

My mother had brought from West Virginia that set of Dickens; those books looked sad, too — they had been through fire and water before I was born, she told me, and there they were, lined up — as I later realized, waiting for me.

I was presented, from as early as I can remember, with books of my own, which appeared on my birthday and Christmas morning. Indeed, my parents could not give me books enough. They must have sacrificed to give me on my sixth or seventh birthday — it was after I became a reader for myself — the ten-volume set of Our Wonder World. These were beautifully made, heavy books I would lie down with on the floor in front of the dining groom hearth, and more often than the rest volume 5, Every Child's Story Book, was under my eyes. There were the fairy tales — Grimm, Andersen, the English, the French, "AH Baba and the Forty Thieves"; and there was Aesop there were the myths and legends, Robin Hood, King Arthur, and St. George and the Dragon, even the history of Joan of Arc; a whack of Pilgrim's Progress and a long piece of Gulliver. They all carried their classic illustrations. I located myself in these pages and could go straight to the stories and pictures I loved; very often "The Yellow Dwarf" was first choice. Now that volume is as worn and backless

and hanging apart as my father's poor Sanford and Merton. The precious page with Edward Lear's " Jumblies" on it has been in danger of slipping out for all these years. One measure of my love for Our Wonder World was that for a long time I wondered if I would go through fire and water for it as my mother had done for Charles Dickens; and the only comfort was to think if I could ask my mother to do it for me.

Now Your turn

What do you remember about your mother's efforts to make you love reading? Or was it somebody else who helped you to get involved in reading?

UNITS

TEXT

"THE TOWN CRIER" PARTI

by G.C.THRONLEY

A man in ancient Greece who possessed a good pair of legs and a strong voice had a chance of employment in the advertising business. The shopkeepers of long ago, like many others since, discovered that they sold more if they called attention to their goods, and this was especially true if the shop was not in one of the busiest streets and would not easily be noticed. These tradesmen, therefore, sometimes employed a crier to walk through the city, calling out the news that certain goods were for sale in a certain shop. The same custom has gone on for thousands of years and has not yet died out.

But even in early days it was not only the human voice that was used in advertisement. It is believed that signboards were used three or four thousand years ago in China, and tradesmen also made use of them in Egypt, Greece and Rome. These boards could be placed in front of shops to show what kinds of goods were sold there. The ancient signs of a wine-merchant and of a shoemaker have been found in Italy, and there must have been many others.

The shoemaker's sign was a picture of Cupid, the God of love, holding a. pair of ladies' shoes. A picture of two men holding a vessel of wine was the sign of an inn at Pompeii in Italy. Such signs were useful because they could be understood even by those who were unable to read. In Roman times too the different kinds of public baths were advertised by notices written up on walls at the sides of streets. Plays were advertised in the same way, and the Romans had a kind of daily newspaper (Called Acta Diurna - Daily Doings) which gave information about such things as marriages and deaths, speeches, the results of races, official news and laws. This was put up every day in a public place on a white board, where it stayed for a reasonable time. After being taken down, it was kept as a record of events, a record which was continued until the seat of government moved

from Rome to Constantinople (Istanbul). It was more of a newspaper than an advertiser, though it did contain a few private notices.

The public criers employed by the traders of ancient days were also a common sight in early England. These town criers were sometimes known as bellmen, because they carried bells as they walked through the streets, ringing them loudly to call attention to themselves, and then shouting out their information. This was a fairly effective way of advertising in these days when few people could read, and bellmen with powerful voices were more useful than the written word. The shopkeepers themselves used their own strong voices in the market place, all shouting together as loudly as possible to make themselves heard above the terrible noise made by the others. A man who lives in a modern city often complains of noise, but he is wrong if he thinks that it is a new problem in the world.

As in the past, the efforts of the town crier were helped by trade signs in England and other European countries. Sign language could easily be understood and therefore could reach a wide and uneducated public. Signboards with pictures on them were placed or hung in front of shops. They were often roughly painted, but some were of high artistic value. Men like Hogarth might be asked to paint the boards; the tradesmen had to pay a lot more for such work, but the extra trade that came this way increased his profits.

These boards helped the buyer as well as the shopkeeper. At a time when neither houses nor shops were numbered, it was not very easy to find a place one wanted. A man who wished to buy some new chairs might have difficulty in finding the right shop unless he knew the town well. But if he looked along a street and saw a board with a chair painted on it, he knew where to go. In the eighteenth century Thomas Chippendale, the famous maker of furniture, had his place of business in London at the sign of The Chair.

The shopkeeper who had a large and artistic board usually did more business than the man with a small and uninteresting board which might not be noticed. Boards therefore became bigger; and to allow them to be seen from far away, the shopkeepers hung them on holders sticking out from the walls of shops. Signboards were especially common outside inns.

In the fourteenth century in England there was a law according to which every innkeeper had to show his sign whether he wanted to

do so or not; and in 1393 an innkeeper was arrested and taken to court for failing to do this. But most tradesmen and innkeepers were glad to show their signs and took a pride in them. Even the holders on which they were hung were often made of beautifully-formed ironwork. Some of this still remain and may be seen in old cities such as London.

The innkeeper still uses his sign today, and an inn in Britain without its painted board outside is a very uncommon sight. Most traders used to have their own special signs, and some of these remain today.

But inns might have any kind of sign. The names chosen are very different. Sir Thomas Brownie, a writer of the seventeenth century, noticed that "The Sun" and "The Moon" were very common in his day, and he rightly supposed that the origin of some signs was among nations who knew nothing of God. Other inns were named after animals, real or unreal, or after things or men: "The Bell", "The Elephant", "The Old Ship", "The Carriage and Horses", "The Green Man". Noblemen who were well treated at an inn allowed the innkeeper to use their family signs (known as coats of arms) over his door and this he was proud to do.

In the towns where shopkeepers had their signs close together, each one partly hid the next. This was unsatisfactory, and so the holders were made longer and longer so that they stuck out further and were more clearly seen. The boards themselves grew bigger and bigger, and the time came when it was difficult and even dangerous for a carriage to drive along the narrow streets under the immense boards hanging over the middle. Some signs were real things and not painted boards, and sometimes when they were old they fell off the holders, from which they hung, thus bringing danger to those who walked below. In the wind, too, they swung backwards and forwards, making terrible, and quite unnecessary, noises at night while the neighbors were trying to sleep. In the eighteenth century the troubles caused by swinging signboards had become so noticeable that laws were passed (1762-70) to make the shopkeepers place their signs flat against the wall.

It was easy enough to advertise a fish shop by using a large picture of a fish; and if anyone wanted to describe "The Silent Woman" he could (and did) put up a painting of a woman with no head. It was more difficult to show a name without writing it out in letters, and a shopkeeper's name is important, at least to himself. But even this

was sometimes possible, in spite of the difficulty. A picture could be painted giving the sounds of the name, as in the sign for the town of Chester, which was a chest (box) with a star above it - chest-star. (This way of showing words by pictures of things is called a rebus -Latin for "by things").

In addition to their signboards, these old tradesmen used trade cards, which could be handed to people in a town rather as a business man of today hands a man his card. But these were not, in fact, cards: they were pieces of paper giving information about shops and goods. In the days before people could read, these «cards» also used signs and pictures instead of words, and again there was the difficulty of showing the shopkeeper's name. Robert Legg, a tradesman, who had his shop in Southampton Street, London, showed on his «card» the picture of a human leg without the body. An uneducated workman, seeing this paper lying about, knew that it contained information about Mr. Legg. Modern trade marks, which we may see on different kinds of objects to show their origins, have developed from these old trade signs.

The rough forms of advertisement which had been brought into use by this date did little more than give plain information. They told the man who wanted a table where he could buy a table, but they did little to persuade him that one table was better than another. They were merely reminders.

GLOSSARY

1. to possess иметь, обладать

2. therefore следовательно, поэтому

3. for sale на продажу

4. signboard вывеска

5. wine-merchant торговец вином

6. vessel of wine сосуд с вином

7. inn гостиница, постоялый двор

8. races скачки

9. reasonable разумный, рациональный, здравый

10. to call attention привлечь внимание

11. fairly довольно, в некоторой степени

12. to complain жаловаться

13. roughly грубо

14. to take a pride гордиться

15. ironwork произведение из чугуна

16. to remain оставаться

17. coat of arms герб, щит герба

18. unsatisfactory неудовлетворительный

19. immense огромный, громадный

20. to swing качаться, раскачиваться

21. in spite of не смотря на

22. an origin происхождение

23. plain information простая информация

COMMENTARY

1. Pompeii an ancient city in Sovereign Italy, was buried under the ashes and lava (hot liquid rock) from the volcano mountain Vesuvius when it suddenly erupted in 79 AD. Everything was preserved exactly as it was then, because the ash and lava covered it completely. So when scientists started to dig the city up in their 18th century they learned a lot about how native people live in Roman Times.

2. Hogarth, William (1697-1764) one of the greatest English artists and engravers. He was the first to paint themes from Shakespeare, Milton and the theater, and the founder of a wholly original genre of moral history, which was long known as Hogarthian. He investigated the aesthetic principles of his art, which resulted in his book "The Analysis of Beauty" (1753).

3. Thomas Chippendale (1718-1779) an English cabinetmaker, whose book «The Gentleman and Cabinet-Maker's Director» (1754) influenced furniture design on both sides of the Atlantic. His works were known for their carved decorations and elaborate chair backs.

SPEECH PATTERNS

1. And this was especially true if the shop was not in one of the busiest streets.

One should never leave everything till the last minute and this is especially true for the students who tend to put fun ahead of studies.

2. But even in early days it was not only the human voice that was used in advertisement, but also the signboards were used.

It is not only the beauty of an ancient city that attracts people to Cambridge, but also the ability to study in prestigious colleges.

3. It was more of a newspaper than an advertiser, though it did contain a few private notices.

I do understand you, but I still can not agree with you.

4. A man who wished to buy some new chairs might have difficulty in finding the right shop unless he knew the town well.

You might have difficulty trying to sell these old editions, but I'm sure you will finally find the customer.

PHRASES AND WORD COMBINATIONS

1. a chance of employment шанс получить работу

2. to call out news выкрикивать новости

3. unable to read неспособный читать

4. a daily newspaper ежедневная газета

5. private notices частные объявления

6. a way of advertising способ рекламы

7. a market place рынок

8. the effects were helped by эффект поддерживался чем-то

9. a trade sign торговый знак

10. high artistic value высокая художественная

ценность

11. extra trade дополнительная торговля

12. to increase profits увеличить доходы

13. especially common особенно популярный

14. to become noticeable заметный

15. to develop from развиться из

ESSENTIAL VOCABULARY

advertise verb

to try to persuade people to buy a product or service by announcing it on television, on the Internet, in newspapers etc.:

Political parties are not allowed to advertise on TV.

The perfume has been advertised in all the major women's

magazines.

to invite people to apply for a job by announcing it in a newspaper, on the Internet etc:

This job was advertised in the local paper.

advertise for

We need to advertise for a new chef.

to announce that something such as a concert, sports event etc will take place, for example by putting a notice in a newspaper

The rock concert was widely advertised in almost all the newspapers.

[transitivel to tell people something that should be kept secret:

It's best not to advertise your own shortcomings.

advertisement noun

1. a short film on television or short article on radio that is intended to persuade people to buy something: commercial

For many people TV advertisement is rather irritating.

2. a. an arrangement of pictures, words etc put in a public place or in a newspaper, on the Internet etc that is intended to persuade people to buy something.

This company spent hundreds of dollars on their new product advertisement.

b. an announcement in a newspaper, on the Internet etc inviting people to apply for a job that is available

He applied for the position of an art-director after seeing the advertisement in a newspaper.

c. an announcement informing people about a product, service, or event, for example in a newspaper, or on the television, radio, or Internet

Many of the fans learned about the coming football match from the advertisement in the street.

advert (British, informal) an advertisement:

I saw their advert in the paper.

Ad (informal) an advertisement:

Try placing an ad in the local paper.

Commercial an advertisement on the television or radio

The commercial for a new travel agency lasted for nearly 15 seconds.

Billboard a large outdoor sign used for advertising, usually placed in a busy area poster a large piece of paper, usually with a picture on it, used for advertising:

Campaign posters appeared everywhere in the weeks before the election.

Flyer a piece of paper advertising a product, service, or event that is given to people on the street or delivered to their homes

His pockets were full of flyers collected on his way home.

Slogan a short clever sentence or saying used in an advertisement for a particular product

Campaign a planned series of posters, advertisements, and events used for advertising something:

A big, government-sponsored campaign to promote tourism in the region lasted for six months.

employment noun

1. work that you are paid regularly to do for a person or company: After graduation, she found employment with a local finance

company.

2. a situation in which someone has regular paid work: Sometimes retired workers coming back into employment

3. the number of people in an area or group who have regular paid work:

Employment has risen among people over 15%.

4. [only before noun] relating to jobs and work: Employment law was widely discussed in the government.

- opposite UNEMPLOYMENT

employ verb

1. to pay someone regularly to do a job for you or work as a member of your organization:

They decided to employ a nanny for their three-year old boy.

2. to employ someone as something:

Jean was employed by the company as a computer programmer.

3. to employ someone to do something:

We should employ someone to manage production.

4. to be employed in something:

A third of the population is employed in the coal mining industry.

5. (formal) to use something for a particular purpose: Two methods can be employed.

6. (formal) to be employed (in) doing something; to spend the time you have available doing something:

You would be better employed in writing an apology.

employee noun [count]

someone who is paid regularly to work for a person or an organization:

Their employees worked a ten-hour day.

employer noun [count]

a person, company, or organization that pays someone to work for them as a member of their staff:

The factory is the largest single employer in the area. Daniel's employers offered to pay for the course.

trade noun

1. the activities of buying and selling goods or services:

The two leaders signed agreements on trade and sporting links.

trade in:

Global trade in manufactured goods has increased dramatically.

trade with:

Spain wants to develop its trade with the Philippines.

2. the amount of goods and services that a business buys and sells: Butchers are doing a very good trade in spiced sausages these days.

3. (countable) a particular area of business or industry: The book trade is well-developed in this country.

4. (singular or uncountable) the people or companies who work in a particular business or industry:

The trade could do more to help its workers.

5. (countable) a job or type of work that someone is trained to do: He learned his trade in the 1960s.

6. (countable; mainly American) the exchange of one thing for another, usually of the same value:

It was not a fair trade!

trade verb

1. to buy or sell goods or services: trade in:

Stan trades in fossils from many countries.

trade with:

We need to trade with Eastern Europe more.

2. to operate as a business:

The two businesses will continue to trade under their original name.

3. to buy or sell shares in companies: Lucent stock was heavily traded today.

4. to exchange something you have for something else: They traded freedom for security.

trade places

to move into someone else's place or position:

/ wouldn't want to trade places with anyone in politics.

trade in phrasal verb

to give something old as part of the payment for something new:

She traded in her old Ford for a new Honda.

trade off phrasal verb to accept a disadvantage so that you can have a benefit:

They traded off a positive rate of inflation for a lower unemployment rate.

trade on phrasal

trade on something to get an advantage by making use of something:

They are trading on their reputation.

persuade verb

1. to make someone agree to do something by giving them reasons why they should:

He did finally come with us, although it took a long time to persuade him.

2. persuade someone to do something: Nobody could persuade her to change her mind.

3. to cause someone to do something by being a good reason for doing it:

What persuaded you to accept the job?

4. to make someone believe that something is true: Their argument failed to persuade me.

5. persuade someone (that):

/ managed to persuade him that it was not his fault.

6. persuade someone of something:

There was no way she could persuade him of the usefulness of this commercial.

persuasion noun

1. (uncountable) the process of persuading someone to do or believe something:

We achieve much more by persuasion than by brute force. powers of persuasion:

Using her powers of persuasion, we managed to publish the verses of this author.

2. (countable) formal, a set of political or religious beliefs: Governments of every political persuasion were represented at the

conference.

persuasive adj.

good at making people agree to do or believe what you want them to: He can be very persuasive.

ACTIVITIES