Advertising

Advertising is the activity of informing people about goods and services and showing their advantages in order to persuade people to buy them.

Advertising promotes products, services, and ideas in mass media, such as television, radio, newspapers, magazines, and the Internet. Radio or television advertisements are called commercials, they are included in different programmes and shows. People can see advertisements on billboards, posters, in video films. Potential buyers are sent leaflets, brochures and catalogues by mail. Letters, brochures, leaflets, catalogues, E-mail and fax advertisements are direct-marketing media.

Nowadays the Internet is widely used as a sales tool. Webusers can see a lot of advertisements on the Internet. These advertisements are called banners. Webusers find banner ads on home pages, webzines, bulletine boards. Cyberstores offer everything from cars to sightseeing tours.

Advertisements are paid by a person or company offering goods or services. The advertiser controls the information about the product, the timing and repetition on TV or on the radio.

Advertising campaigns are usually organized and carried out by professionals. Successful companies have effective advertising departments. A lot of advertising agencies are engaged in the promotion of different products. As a result of a properly organized advertising campaign, a lot of potential buyers get the message and go to the shop or institution providing certain goods or services.

Traditionally, advertising is subdivided into product advertising and institutional advertising. The former aims at the promotion of a particular product. Product advertisements persuade people to buy a particular brand of goods. Advertisements for soft drinks, foods, chewing gum, toothpaste, tights, diapers, cars are examples of product advertising. The latter type of advertising creates an organizational image, a good reputation of a company.

Notes:

billboard – рекламный щит

webusers – пользователи сети Интернет

banner – баннер, реклама в Интернет

webzine – сетевой журнал

bulletine board – доска объявлений

cyberstore - сетевой магазин

the former…, the latter… первый…, последний (из двух вышеупомянутых)

2. Выпишите из текста английские эквиваленты следующих слов и выражений:

Реклама; товар(ы); преимущества; средства массовой информации; реклама по радио или телевидению; по почте; средства прямого маркетинга; пользователи сети Интернет; реклама в Интернет; предполагают; отделы рекламы; хорошо организованная рекламная компания; определенная торговая марка.

2. Письменно ответьте на следующие вопросы:

1. What is advertising?

2. What does advertising promote?

3. What products do cyberstores offer?

4. Who organizes advertising campaigns?

5. What types is advertising subdivided into?

13. Опишите деятельность отдела рекламы одной из компаний.

Вариант 5

1. Перепишите следующие предложения и переведите их на русский язык, обращая внимание на значение слова that:

1. That man is my boss. 2. "Would you like to look through the catalogues?" - "Yes, that's it." 3. The secretary answered that the manager was tied up (занят). 4. Look at that smart car! 5. The message was so urgent that the secretary informed the director immediately. 6. Your plan is interesting, but that of your col­league is better.

2. Перепишите и переведите предложения, обращая внимание на различные значения слова one:

1. One hundred employees work for the company. 2. She is the one person to do this job. 3. This disk­ette is unusable, take a new one. 4. One must be thrifty if one wants to be rich.

2. Перепишите следующие предложения и переведите их на русский язык, обращая внимание на значения местоимения it:

1. It's nobody's business. 2.1 began to snow at 3 o'clock. 3. It's hot in summer in the Rostov region. 4. It is 10 o'clock sharp (ровно). 5. What is the date? It is the tenth of August.

2. Переведите на русский язык следующие предложения, определите видо-временную форму глагола сказуемого:

1. The letter has been typed already. 2. They will have fulfilled the task by the end of the month. 3. My colleague said the he had left his keys on the table.

2. Перепишите следующие предложения и переведите их на русский язык. Определите в предложениях видовременную форму и залог глагола-сказуемого:

1. The prices have been increased. 2. The fax hadn't been sent yet when the manager asked about it. 3. The present will have been bought by the time you return from abroad. 4. The contract is being examined by our experts now.

2. Перепишите следующие предложения и переведите их на русский язык, обращая внимание на многозначность глагола to have.:

1. He has got a bank account. 2. The company has its headquarters in New York. 3. We have been studying English for five years. 4. I have never heard of it. 5. They have got to return home. 6. Let’s have a celebration.

2. Перепишите следующие предложения и переведите их на русский язык, обращая внимание на функцию инфинитива:

1. To provide good services is the law of our company. 2. Could you tell me where the telephone is, please? 3. The purpose of my visit to the USA is to master my English. 4. I’d like to speak to Mr. Stevenson. 5. Jim was the first to telephone me. 6. We are here to visit the trade fair.

2. Перепишите следующие предложения и переведите их на русский язык, обращая внимание на бессоюзное подчинение придаточных предложений:

1. I’m afraid you haven’t given any statistical data. 2. I hope our products will sell well. 3. He did all he could. 4. This is the girl I told you about. 5. The doctor understood the patient was feeling better.

2. Перепишите следующие слова и переведите их на русский язык, обращая внимание на способы словообразования:

Reconstruct, dissatisfy, indefinite, quickly, author, computer, government, landing, situation, conclusion, lengthen, realize, dreadful, fatherless, witty; to run – a run, dust – to dust; apple-tree, blue-eyed.

2. Прочитайте и письменно переведите на русский язык следующий текст: