Методички ЭД-203фк / Английский язык. ADVERTISING. Реклама. Сборник учебно-методических материалов

"It's more important (for Western Europeans) to have an interesting life than to be rich," Sass said. "The situation is completely different in Russia — it's all about more work, more sex, more money, more consumption."

Global companies routinely carry out research on consumer preferences in different countries and tweak their promotions to fit local cultures.

"Before entering a new market, we run tests to understand what interests people, what they really want," said a spokesman for Coca-Cola, which operates in over 200 countries and territories, including Russia.

"We support hockey and soccer in Russia," said a McDonaldls Moscow spokeswoman, "but in the United States it is baseball and basketball." Tapping into social attitudes may require greater adjustments for advertisers, as BBDO found. While being more willing to experiment, Russians are less tolerant and more focused on family.

Eighty-three percent of surveyed Russians hope to eventually have a family, versus 78 percent of Europeans, the survey said.

Exercise 1. Translate these words and word combinations from Russian into English.

Проводить исследование, международные компании, зарабатывать деньги, успехи и неудачи, уйти на пенсию, войти на новый рынок, культурные различия, потребительские предпочтения, опрос, желания (мечты) молодёжи, поддержка, терпимый, проводить тесты, обнаружить новые направления (тенденции), разделять мнение, сосредоточиться на семье, опрос в сети, социальные отношения.

Exercise 2. Answer the questions:

1.What is BBDO?

2.What is the purpose of conducting the survey?

3.How many people and in what countries were surveyed?

4.What values were discussed in BBDO survey?

5.Do young people in the surveyed countries have many cultural differences?

6.What is the difference in West Europeans’ and Russians’ attitude to money?

7.What are young people in Russia focused on?

8.Have any facts surprised you?

Exercise 3. a)What questions were included in the poll? Write these questions. b) Summarise the facts from the article and make a table of youths desires.

Exercise 4. People have different opinions. We are living in a changing world. Would you agree with the facts of this survey? What do you think about young Russians desires?

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Text 3.

How to Sell Food: a Question of Image

Advertising is about creating images, and this is especially true when advertising food and beverages. What the food looks like is more important than what it tastes like. If companies hope to sell food successfully, they must look appetizing. Milk must look cold, bread must look freshly baked, fruit must look ripe and juicy.

Television advertising of food often uses movement. Apparently, food looks especially appetizing if it moves. Chocolate sauce looks much more delicious when you see it being poured over ice cream than it does just sitting in a jar.

Sound effects – but not background music – also help to sell food : sausages sizzling in a frying pan are mouthwatering. A TV commercial for a brand of coffee had the sound of coffee percolating in the background. The commercial was so successful that it lasted five years.

The color of food and the color of packaging is also very important. If the color of the food looks wrong, people won’t eat it because they associate food with certain colors. Nobody would normally eat blue bread or drink blue beer. Other unpopular food colors are purple, gray, and in some cases, white.

How people expect something to taste often influences how it actually does taste. Researchers gave some mineral water to two groups of people. They told one group that the water was mineral water and asked, “ What does it taste like?” The answer was, “It tastes good.” Then the researchers told the other group that the mineral water was “tap water”. The second group sai d the water tasted a little funny and not very good. The word “tap” created an unplea sant image of chlorine.

It is the same with packaging. A food manufacture was trying to decide whether to sell his product in a glass jar or in a can. He gave a group of people the same product in a glass jar and in a can and asked them to taste it. They all claimed that the product in the glass jar tasted better.

b) Choose the right answer.

1. It helps to advertise food if you have...

a)background music

b)percolating coffee in the background.

2.The unpopular food color is ...

a) brown b) gray

3.In one experiment the people who said the water tasted funny were drinking a) mineral water

b) tap water

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4. The people tasting the products from a glass jar and a can were eating ...

a)the same product

b)different products

Exercise 2. Answer the questions

1.What helps food look appetizing?

2.What advantages does television advertising of food have?

3.Why are such food colors as purple, gray, white unpopular?

4.What can influence the customers’ choice when they taste the product?

5.Why do people prefer glass jars?

Exercise 3. Write out the words denoting the means of creating images.

Exercise 4. Make an advertisement of a food product / consumer electronics / a car.... How would you create the image of your product if you were a manufacturer?

Text 4.

Some Thoughts on Color

It's quite well known that the color red inspires impulsive buying. Our eyes are drawn to the color like ducks to water. Just walk into any supermarket and look at the color most often used on products. It's red. The next one is yellow. Both colors tend to raise your blood pressure. They cause excitement, which goes to prove one thing: color affects us.

The Science of Color. For a long time, color has been used by both advertiser and merchandiser to encourage us (the consumer) to take action (purchase the product or service). In fact, the use of color in advertising and merchandising has become somewhat of a science to itself.

Sometimes a color is selected for the sole purpose of drawing attention to the product or advertisement. This is when red or yellow may be used. But you can also attract attention by using a combination of colors. For instance, Stagg Chill uses a black background with gold letters. Total creates eye-catching appeal with a blue package and a red logo.

Color can also be used to relate to a particular product or service. Consider the Green Giant product. Their packages are set in a white background with the famous green logo. Healthy Choice is another example of using green. Both products are trying to emulate freshness or healthfulness. Green does the job. Root beer is sold, using packages created in brown shades. A&W is a perfect example, which uses brown and orange.

Designers & Color. Designers often select colors to bring life to an otherwise dull advertisement. Sometimes those colors selected by a designer aren't always based on any real scientific choice. But when asked, the designer can usually give you a reason why he or she selected one color over another.

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What Colors Say. Of course, as with everything else these days, there have been plenty of studies done on color. Here's short review of some of the basics used today in advertisements or product development and what they mean:

Blue. Here is the all-time color favorite for most folks, especially men. It's a cool color that is extremely versatile inspiring us in so many different directions.

Yellow. Along with red, this color raises our blood pressure a bit and catches our eyes specifically when used against black. Yellow embodies life, joy and offers a high-visual impact. It adds brightness to our lives.

Red. This color is an attention grabber. It is considered the hottest color with the highest impact for attention and action. It has a strong masculine appeal.

Green. This is the symbol of health. Green is often used with health food products, vegetables and even mentholated tobacco products (to emphasize freshness).

Brown. Although considered a masculine color, it does have a strong appeal to women as well. It symbolizes earth, wood, hearth, home, warmth, comfort.

Black. Black is the embodiment of sophistication, usually used for expensive products. It is also a wonderful background color to accentuate other colors, such as yellow, red and orange.

Orange. This is the color of autumn — the edible color, and it evokes strong emotions regarding holidays, home, good things to eat.

So what should you do with color in your product or advertisement development? While most of us in the small business industry cannot afford to have color studies done for our products, services and /or customers, we can use color to provide an accent to our visual presentations.

But whatever the color you choose, keep it simple (not more than three colors per item) and be consistent.

Remember to always stay with the same color palette. It helps your identity and is certainly more pleasing to the eye.

Exercise 1. a) What colours are associated with

raising your blood pressure, appealing to women, emotions regarding holidays, life and joy, expensive products, healthy food products, the impact for attention?

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Exercise 3. Abbreviations in advertising. In the following extract from a London restaurant guide, much of the information is given in a sort of "shorthand". See if you can understand it and, using the information, answer the questions.

Chez Armande (Fr) 45 Turner St SW18. Tube Putney Bridge. Buses 19, 73. Closed Mons & Xmas Day. Open 11.00—15.00, 18.00—23. 30 (last orders 22.00).

Licensed. Table d'hote av pr. L. £4.50+wine D. £6.00+wine, A la carte D only £5.00 wine inc. Serv. ch. 10% extra. VAT inc. in all prices. Min. ch. 50p. Spec. onion soup, smoken salmon, fruit salad. Prop: A Dubrin. Tel: 334 5678. Bkng advisable. Rating***

1.What is the name of the restaurant?

2.From what country does the style of cooking come?

3.Should I reserve a table before I go?

4.How much can I expect to pay for lunch?

5.Is there a set menu for lunch?

6.I just want a cup of tea, costing 25p. Is that possible?

7.Is service included in the prices on the menu?

8.What is the name of the nearest underground station?

9.Can I get there on a 73 bus?

10.Is the restaurant open every day?

11.Can I have my Christmas dinner here?

12.Do we know the name of the restaurant's owner? 13.Is it a five-star restaurant?

14.There’s a cinema next door. The film finishes at ten past ten. Can we eat at the restaurant afterwards?

15.Does the restaurant sell alcohol?

16.Is VAT extra?

17.Is the fruit salad recommended?

18.Is the restaurant in North London?

Exercise 4. Translate these sentences from English into Russian.

1.This ad will not reach its target audience.

2.A teaser makes the audience curious.

3.We sampled the whiskey before buying it.

4.The ad had tremendous impact.

5.All means of communicating a message about a product or service are called promotion.

6.Sponsor is a person or company which pays for an event (sports, culture, etc.) in return for advertising.

7.The advertisement incrceased customer awareness.

8.What is the company policy on discounts?

9.All means of communicating a message about a product or service are called promotion.

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IV. TEXTS FOR READING

Text 1.

Advertising All Over the World

How can a rabbit be stronger than a football hero? How can a rabbit be more powerful than a big, strong man? In the world of advertising, this is quite possible. Consider the example of Jacko. This great Australian football hero recently appeared on TV and yelled at the audience to buy products. Jacko's angry campaign worked well in Australia, so Energizer batteries invited him north to sell their product in the United States. But Jacko's yelling did not convince the American audience to buy batteries. So, good-bye, Jacko. Hello, Energizer Bunny, the little toy rabbit that has sold far more batteries than Jacko.

In the world of advertising, selling products is the most important goal. As companies are becoming more global, they are looking for new ways to sell their products all over the world. It is true that because of global communication, the world is becoming smaller today.

But it is also true that the problems of global advertising - problems of language and culture — have become larger than ever . For example, Braniff Airlines wanted to advertise its fine leather seats. But when its advertisement was translated from English to Spanish, it told people that they could fly naked! Another example of wrong translation is when Chevrolet tried to market the Chevy Nova in Latin America. In English, the word nova refers to a star. But in Spanish, it means "doesn't go." Would you buy a car with this name? To avoid these problems of translation, most advertising firms are now beginning to write completely new ads. In writing new ads, global advertisers must consider different styles of communication in different countries. In some cultures, the meaning of an advertisement is usually found in the exact words that are used to describe the product and to explain why it is better than the competition. This is true in such countries as the United States, Britain, and Germany. But in other cultures, such as Japan's, the message depends more on situations and feelings than it does on words. For this reason, the goal of many TV commercials in Japan will be to show how good people feel in a party or some other social situation. The commercial will not say that a product is better than others. Instead, its goal will be to create a positive mood or feeling about the product.

Global advertisers must also consider differences in laws and customs. For instance, certain countries will not allow TV commercials on Sunday, and others will not allow TV commercials for children's products on any day of the week. In some parts of the world, it is forbidden to show dogs on television or certain types of clothing, such as jeans. The global advertiser who does not understand such laws and customs will soon have problems.

Finally, there is the question of what to advertise. People around the world have different customs as well as different likes and dislikes. So the best advertisement in the world means nothing if the product is not right for the market. Even though some markets around the world are quite similar, companies such as McDonald's have found that it is very important to sell different products in different

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parts of the world. So when you go to a McDonald's in Hawaii, you'll find Chinese noodles on the menu. If you stop for a hamburger in Germany, you can order a beer with your meal. In Malaysia, you can try a milk shake that is flavored with a fruit that most people in other countries have never tasted.

All of these products must be sold with the right land of message. It has never been an easy job for global advertisers to create this message. But no matter how difficult this job may be, it is very important for global advertisers to do it well. In today's competitive world, most new products quickly fail. Knowing how to advertise in the global market can help companies win the competition for success.

Text 2.

Advertising Week Draws Professionals to Moscow

Three major advertising events were held in Moscow. The Week of Russian Advertising, the 14th International Exhibition Reklama-2006 and the Moscow International Advertising Festival attracted advertising professionals from various countries to the Russian capital.

International Forum. The program of the Moscow International Advertising Festival (MIAF) held at the World Trade Center Moscow was jam-packed: it included 35 seminars with participation of 70 speakers, a number of conferences and round tables.

It is the most important advertising festival in Russia. The advertising industry must improve dialogue with society because their interests generally coincide. The festival is not only an exhibition of advertising works, but also training. A lot of young people from the advertising industry especially come to learn from professionals.

Advertisers presented at the festival 2,448 works compared to 1,880 works shown last year. This growth is connected with the increase of foreign participants of the festival. Thirty countries took part in this year's festival. These are not only participants from the former U.S.S.R., but also from Austria, Germany, Finland, France, the Czech Republic, Croatia and Japan. The participation of Japan was unprecedented for the Moscow festival. Our advertising is quite young. It is not very easy for Russian advertisers to compete with mature foreign advertising agencies. But now Russian professionals are happier if they win here because it is a victory obtained not in "their own circle," but among world advertisers.

This year the festival opened a new page of its history: besides the traditional demonstration of entries, seminars, conferences, and master classes, there was an extensive exhibition of creative advertising. Agencies, studios and bureaus placed their stands on 1,400 square meters of the Congress Hall of World Trade Center Moscow. The main demand for participants of the exhibition was the maximum originality, boldness and sense of humor.

Prizes for Blockbusters. Together with the partners of the festival, its organizers began a charity project "Apple Tree." All donations went to orphan children. Another big project was a fair of talents, helping young people to find a job

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in the advertising business. Within the framework of the festival the best advertising projects of the year were named and awarded. The jury chose from hundreds of works presented by studios, advertising agencies and TV channels. The projects that took part in the contest appeared on TV screens, on billboards, in newspapers and magazines. They differ from each other in everything - from the things they advertised to the means of advertising.

The ceremony took place at the Oktyabr cinema center. The Russian blockbuster Day Watch was awarded for the advertising campaign that accompanied the way of the movie to spectators. During the advertising festival, Russian TV Channel 1, sponsoring the film, got two special prizes - "The Best Communications Project" and "The Best Advertising Campaign of the Year."

The first prize of the festival also went to Channel 1 for a commercial for Lost, a U.S. television series that attracted millions of Russian viewers around the country. The prize is the most prestigious award in the Russian advertising world and a real recognition in the world of professionals.

Discussing Regulations. The program of the festival included the "Day of Social Advertising," a forum held by the leading Russian advertising agencies and dedicated to trends in the development of the domestic advertising market. A separate meeting focusing on the international experience in legislative regulation of the advertising sphere also took place.

Text 3.

Product Placement Takes off in Russia

Barter Scheme with the Pentagon. Whenever characters in the Casualty Effect TV series want to have a snack, in 10 cases out of 10 they will have a box of Moskovsky Kartofel potato chips. If the woman taxi driver in one of the series wants to have something sweet, it will come in the form of a Pobeda Vkusa chocolate bar. Should Nastya Kamenskaya, the principal in the Kamenskaya TV series, have a headache, she will always use Pentalgin. This choice does not come at die whim of film actors or film directors. Product placement is a new advertising method (new for Russia). Product placement companies work to ensure that their clients' products receive maximum screen time and exposure. Product placement can be seen as a modem version of the exhibit displays seen at world's fairs, concerts, sporting events, or anywhere that large numbers of potential customers gathered. Product placement is also used in books (particularly novels) and video games — where sometimes the economics are reversed, ad video game makers pay for the rights to use real sports teams and players. In the West, this type of advertising has been around for several decades now. Each Hollywood studio has a product placement department. Product placement practice is used both by major producers and those that are just about to enter the market and put themselves on the map.

"As with traditional product placement, producers can sell screen time on their programs to advertisers eager to reach consumers who now have the ability to skip traditional commercials using digital recorders like TiVo," writes Sam Lubell in The

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New York Times. "According to PQ Media, a media research firm, spending on product placement totaled $3.45 billion in 2004. Of that amount, $1.88 billion was spent on television, $1.25 billion on movies and $326 million on other media." And with the explosion of new formats like DVD, video-on-demand and online video in the last few years, digital placement gives advertisers and producers the option of cutting multiple deals with advertisers, placing one brand of soda in a first-run movie, selling placement for another brand in that movie's DVD release and a third in the portable video player version. Such customized uses, however, are not yet common.

Night Watch at $400,000. Russia also had some experience with product placement. But product placement in Russia is still in its infancy. First examples date back to 1995 when the Urozhai vodka, the Kia Sportage off-road vehicle, the Red Bull beer, and Petr I (Peter the Great) cigarettes appeared in the popular film Peculiarities of National Hunting. Much has changed, during this decade: product placement is now widely used in Russian-made soap operas, thrillers, love stories, etc. Furthermore, the Russian film industry is now on the up, opening new opportunities for domestic brands such as MTS (Mobile TeleSystems). Sure, the costs have also grown considerably, especially in thrillers that have a strong advertising element. For example, the film Night Watch will be remembered, among other things, for massive product placements (MTS, Rambler, Nescafe), estimated at $400,000 (an impressive figure by Russian standards). In addition, product placement companies have learned to seamlessly blend advertising images into the storyline: A spot called "250 hp under the hood," advertising Audi cars in the film Boxing a Shadow, won the first prize at a 2005 advertising festival.

Discovery Time. There is only one thing that has not changed. Strangely enough, this form of advertising is still outside the law in Russia — all because of Article 10 in the Law on Advertising that prohibits the use of covert advertising in radio, television, audio and film products, which is defined as "advertising that produces a subconscious effect on the consumer, including through the use of special video insertions and other methods."

It is noteworthy that in 2005, product placement in Europe was effectively legalized under a directive by the European Commission, TV without Frontiers, designed mainly to enable European films and TV programs to compete with nonEuropean films and programs from countries where product placement has become routine practice.

Of course, Russian film makers will find it even more difficult to compete, but at least Russian advertisers will now be able to prepare for the long-promised crisis of of commercials — that is, of course if product plac ement is legalized in Russia.

Text 4.

Types of Advertising

It is possible to identify seven main categories of advertising, namely consumer, industrial, trade, retail, financial, direct response and recruitment.

We’ll characterize two of them.

1. Consumer advertising

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1. Different kinds.

There are two kinds of goods bought by the general public, consumer goods and consumer durables, which together with consumer services are advertised through media addressed to the appropriate social grades.

2. Consumer goods.

These are the numerous goods to be found in the shops, those which enjoy repeat sales like foods, drinks, confectionery and toiletries being called Fast Moving Consumer Goods, (FMCGs).

3. Consumer durables.

Usually more expensive and less frequently bought, consumer durables are of a more permanent nature than consumer goods and include clothes, furniture, domestic appliances, entertainment goods like radio, television and video, and mechanical equipment from lawn-mowers to motor-cars.

4. Consumer services.

They include services for security and well-being like banking, insurance, investment, repairs and maintenance, and those more to do with pleasure such as hotels, restaurants, travel and holidays.

5. Social grades.

The social grades system makes it possible to identify certain groups of people—prospective buyers—and then to pinpoint the media which will reach them most effectively.

6. Media of consumer advertising.

The media of consumer advertising will tend to be those with wide appeal, and even when more specialist journals such as women's magazines are used they will still have large circulations. In fact, the term 'consumer press' is applied to the publications which are displayed for sale in newsagents shops, on news-stands and on newspaper vendors' pitches'

Most of the trade, technical and professional journals have other forms of distribution such as special orders placed with newsagents, postal subscription or free postal controlled circulation. Controlled circulation are not to be confused with membership or subscription magazines. They are mailed (free of charge) to selected readers plus those who have requested copies.

In Britain there are also hundreds of 'free' localnewspapers which are delivered door-to-door every week. With saturation coverage of urban areas they provide good advertising media for many local businesses.

The primary media of consumer advertising are the press, radio, television, outdoor and to a limited extent cinema, supported by sales literature, exhibitions and sales promotion. We should not forget sponsorship, especially the sponsorship of many popular sports which in turn can be supported by arena advertising at the sports venue.

2.Financial advertising

1.Introduction.

It is probably difficult to put a limit on what can be contained under this heading, but broadly speaking financial advertising includes that for banks, savings,

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