ADVERTISING

DISCUSSION

What picture does the word "advertising" present to your mind? Smiling girls on TV persuading you to buy a new toothpaste with the flavour of chocolate? Or a merry voice on the radio that speaks about new credits of a bank which has recently opened its doors in your town? Or lots of useless colourful paper in your mailbox? Is that all? I think the imagination of the majority of people is limited to this. Nevertheless, as you can guess or even know advertising comprises much more than that. Here are some questions for you to think over.

1. What is the aim of most advertisements these days - to persuade you to buy the product, to inform you about a new product or to remind you about a well-known product?

2. What influences you the most when you are shopping: the price of a product, its appearance or the advertising promoting it?

3. Do you think there are too many advertisements on TV? How many do you think there should be?

4. Have you ever bought anything just because you saw it advertised on TV?

5. What famous advertising slogans can you remember? Why are they so memorable?

6. What is your favourite advert at the moment? Why do you like it so much?

7. Which adverts annoy you the most and why?

8. What do you know about gimmicks (уловки, хитрости) used in advertisements?

9. Are there any laws prohibiting advertisements of some products?

10. What influence does advertising have on our minds?

11 .Is advertising necessary in our life or can we do without it?

Ex. 1. To show that you understand given words, choose the best word or word- combination to complete the sentences given below.

To advertise - to make something (such as article for sale, a vacancy, etc.) publicly known

to possible buyers, applicants, etc Advertising - communication intended both to inform or persuade.

Advertisement (the same as ad or advert) - an announcement in mass media about a product,

event, job vacancy, etc. Advertiser - a person or a company that pays for a product or service to be advertised. Adman (or an advertising agent) - a person whose profession is advertising. Advertising campaign - a planned series of advertisement intended to advertise a product or service.

Advertising agency - plans, creates and prepares advertising campaigns and materials for the advertisers.

1. We were thinking of doing the on TV.

2. They have been doing a successful trade since they decided on local television.

3. She works for an .

4. The business is composed of two main groups: and

agencies.

5. A government should discourage smoking by prohibiting or raising the tax on cigarettes.

6. These computer games heavily on TV and all the

Sunday papers lately.

7. Unit 3

   The campaign has a constant effect on their sales.

8. There is no point in wasting money on radio .

9. To find a job she looked through some job in the newspaper.

10. To become a professional he has finished special training courses.

Ex. 2. Study the following synonyms to the word advertise. Pay attention to their Russian equivalents.

To promote - to make sure that people know about a new product»or service by arranging special events - продвигать, раскручивать рекламу

To hype up - an informal word meaning to try to make people think that something is much better than it really is - разрекламировать

To plug (give a plug) - an informal word meaning to try to make people interested in your

product or service, for example by mentioning it in a TV or radio conversations when you are supposed to be listening to something else - "врубать" рекламу, поднять шумиху, "впаривать".

То push - an informal word meaning to advertise a new product very heavily, with a lot of advertisements - раскручивать, проталкивать товар, из кожи вон лезть.

Translate the following sentences. Pay attention to the words in italics.

1. You must have seen those computer games - they have been pushed on TV and all the Sunday newspapers.

2. The author used the opportunity of appearing on TV to give his latest book a plug.

3. They hyped their new goods too much.

4. To promote their new brand of shampoo, they are selling it at half price for a month.

5. They've been plugging this hit until they were blue in the face.

6. Like most Hollywood movies it was so hyped up that when I saw it I felt rather disappointed.

7. The salesman is aggressively pushing the new computer model.

   9. BMW is aggressively promoting its 20XX models.

   10. charity - благотворительность to benefit - приносить пользу to mislead - вводить в заблуждение to tempt - соблазнять

       The salesman was pushing one brand so hard that I finally bought it.

Text 1

Vocabulary

to intend - предназначать to persuade - убеждать, уговаривать human beings — индивиды hierarchy - иерархия safety - безопасность to emerge - возникать, появляться a gimmick - рекламный прием, трюк dead duck (жаргон) - обреченный на неуспех человек,

"дохлый номер"

in effect - в сущности

objective - цель

target market - целевой рынок

consumer advertising - потребительская реклама

ADVERTISING

What is advertising? It is one of the methods of promotion. Advertising can be defined as commercial message to the public intended both to inform and persuade. In other words the art of advertising is to persuade to buy your product or service. This requires understanding of psychology, the needs of human beings and how those needs can be satisfied. An American psychologist Abraham Maslov, has suggested that those needs can be arranged in the form of hierarchy. At the lowest level people need food, warmth and shelter. When these needs are satisfied, people begin to think about the safety of themselves and their personal possessions. Even when a human being does not feel under threat, a new need emerges according to Maslov. There is now a need to be approved by other people, a need for love and respect. The advertising industry finds this a very useful for its gimmicks.

If you want people to look at you admiringly, or enviously, the advertiser might try to persuade you to buy a new car - no-one else's will do! This is the latest and the best car in the market. If you haven't got one, or don't get one pretty soon, the rest of the world is going to see you as a dead duck! That is the message, in effect. The objectives_of advertising are as follows:

• To inform both existing and potential customers in the target market about the availability of products and services, their price and special features and places where they can be purchased.

• To persuade customers to purchase the advertised item.

• To remind customers about a product or service by regular advertising. This encourages customers to have confidence in the product.

• To increase sales and profits.

Most advertising is carried out by manufacturers and big retailers. Manufacturers advertise their products to inform the public of their existence and encourage them to buy their products when next shopping. Big stores continually advertise in order to persuade customers to shop in their stores rather than elsewhere. The combination of these two forms of advertising is called consumer advertising. Non-profit businesses also advertise e.g. charities.

Advertising will only be successful if the campaign is carefully planned. Unless the advertiser is clear about the target market, the message will be exposed to the wrong people. Effective advertising will reach the target market on a regular basis and have the desired result of increasing sales and profits. The availability and size of the advertising budget plays an important role in successful advertising.

Advertising benefits consumers and the economy in a number of ways:

• It provides us with information about prices, recent improvements in certain goods and services, and the availability of new ones.

• Advertising often results in lower prices. Large scale production can reduce costs. By creating mass markets, advertising enables producers to reduce the costs of their

, products.

• Advertising stimulates competition, and competition benefits us all.

• Advertising pays most of the cost of magazines and newspapers, and all of the cost of commercial radio and TV.

Not everyone agrees that advertising benefits the economy. Critics list the following points of its disadvantages:

• The information contained in advertisements often misleads the consumer.

• Because it costs money to advertise, this cost is added to the price consumers pay.

• Consumers are tempted to spend money for products they do not really need.

• Radio and TV are not really free because the cost of advertising on them is also passed on to the consumer.

WORD STUDY

Ex. 3. Match the words listed in the box with their Russian definitions.

ADVERTISING 114

Ex. 1. To show that you understand given words, choose the best word or word- combination to complete the sentences given below. 114

Ex. 2. Study the following synonyms to the word advertise. Pay attention to their Russian equivalents. 115

Translate the following sentences. Pay attention to the words in italics. 115

ADVERTISING 117

Ex. 3. Match the words listed in the box with their Russian definitions. 118

Ex. 4. Generate other forms from these verbs. 119

Ex. 5. Find in the text the synonyms to the words in italics. 119

Ex. 6. Think of the nouns which could make word collocations with the suggested verbs. 120

Ex.7. Look at the terms in the left-hand column and find their definitions or the words very close in meaning in the right-hand column. 120

Text 2 120

TYPES OF ADVERTISING MEDIA 120

the objective of the advertising 120

the type of product 120

1. Television advertising. 120

2.Newspaper advertising. 121

3.Magazine advertising. 121

4.Radio advertising. 121

5.Outdoor advertising. 121

6.The Internet. 121

7.Other media. 121

Ex. 8. Give the English equivalents to the following words and word-combinations. 121

Ex. 9. Group the following words into seven synonymous groups. 121

Ex. 10. Read the paragraphs of the text about benefits and disadvantages of advertising and give your arguments or counter-arguments on each point. Use the following phrases. 122

Ex. 11. Write questions to ask about the missing information in sentences from Text 1. Try to complete these sentences first. 122

Ex, 13. Arrange the following so as to match the factors, which should be considered for effective advertising, with their explanation. 123

Ex. 14. Look through the text once again and say which of the given below aspects of the topic "Advertising" are reflected in the text and which are not. 123

Ex. 15. Give the reason for your opinion of the following statements. What do you think? 123

Ex. 16. Read the text and find the definitions of the following notions. 123

Ex. 17. Underline the stressed syllable in the following words. 124

Read the text. What is it about? What is your variant of the title? How many parts docs the text consist of? What is each part about? Define the key sentences of each paragraph. 124

DISCUSSION 125

Ex. 19. Mind the use of the words brand and make and the words trademark and logo. They are not exactly the same in meaning. 125

BRAND LOVE 126

Ex.21. List some of your favorite brands. Then answer these questions. 126

Ex. 22. Multiple choice. In each of the following, select the word or phrase that best completes the sentence or answers the question. 126

Ex. 23. Read the following radio commercials. 127

Commercial 1 128

Commercial 2. 128

Commercial 3. 128

Ex. 24. Compare the three commercials in respect of: 128

Ex.25. Answer the following questions: 128

Ex. 26. Agree or disagree: 128

Text 4 129

COMMERCIALS AIMED AT KIDS 129

Ex. 27. Answer the questions. 129

Text 5 130

ARE YOU INFLUENCED BY ADVERTISING? 130

Ex. 28. Comment on the following statements. Bo you agree or not? 131

FINAL DISCUSSION 131

Ex. 4. Generate other forms from these verbs.

Verb	Noun	Verb
to advertise	advertisement	advertising
to promote
to persuade
to compete
to expose
to benefit
to tempt
to stimulate

Ex. 5. Find in the text the synonyms to the words in italics.

1. This requires understanding of psychology, the needs of individuals.

2. The art of advertising is to convince to buy your product or service.

3. A new need arises according to Maslov.

4. The purpose of advertising is as follows.

5. To persuade customers to buy the advertised item.

6. The advertising industry finds this a very useful for its machinations.

7. This fosters customers to have confidence in the product.

8. To enlarge sales and profits.

9. The message will be revealed to the wrong people.

10. The information contained in advertisements often tricks the consumer.

11. Consumers are seduced to spend money for products they do not really need.

12. Most advertising is performed by manufacturers and big retailers.

13. The rest of the world is going to see you as a miserable person.

14. It provides us with information about prices, recent updating in certain goods and services.

Ex. 6. Think of the nouns which could make word collocations with the suggested verbs.

to encourage

to attract _

to benefit

to mislead

to inform

to increase _____

to enable . '•-

to persuade

to carry out

to plan

to reduce

Ex.7. Look at the terms in the left-hand column and find their definitions or the words very close in meaning in the right-hand column.

objective	a.	practical kindness, alms-giving
competitor	b.	series of operations
benefit	c.	communication from one person to another
charity	d.	rival, opponent
consumer	e.	goal, target
promotion	f.	advantage, profit
campaign	g-	moving or pushing forward
message	h.	buyer, customer

Text 2

TYPES OF ADVERTISING MEDIA

There are many advertising media available. Advertisers have different advertising media to choose from. Which one should be used? Can an advertiser afford to advertise on TV? As advertising in the wrong media is a waste of money, the following factors should be considered when determining the most effective advertising media to use:

• the objective of the advertising

• the target market: low income or high income consumers

• the type of product

• the size of the advertising budget

• the reason for the advertising campaign.

Among the media usually used in advertising are: