Тема 3. Реклама і суспільство.

TASK 1. Read and retell the text.

Advertising is a form of communication used to persuade an audience (viewers, readers or listeners) to take some action with respect to products, ideas, or services. Most commonly, the desired result is to drive consumer behavior with respect to a commercial offering, although political and ideological advertising is also common. Advertising messages are usually paid for by sponsors. Commercial advertisers often seek to generate increased consumption of their products or services through "Branding," which involves the repetition of an image or product name in an effort to associate certain qualities with the brand in the minds of consumers. There are several types of advertising.

Digital advertising, that is television and radio advertising is a form of advertising via the medium of TV and radio. The TV commercial is generally considered the most effective mass-market advertising format, as is reflected by the high prices TV networks charge for commercial airtime during popular TV events.

Covert advertising, also known as guerrilla advertising, is when a product or brand is embedded in entertainment and media. For example, in a film, the main character can use an item or other of a definite brand, as in the movie Minority Report, where Tom Cruise's character John Anderton owns a phone with the Nokia logo clearly written in the top corner.

Online advertising is a form of promotion that uses the Internet and World Wide Web for the expressed purpose of delivering marketing messages to attract customers. Online ads are delivered by an ad server.

Press advertising describes advertising in a printed medium such as a newspaper, magazine, or trade journal.

Billboards are large structures located in public places which display advertisements to passing pedestrians and motorists. Most often, they are located on main roads with a large amount of passing motor and pedestrian traffic.

In-store advertising is any advertisement placed in a retail store. It includes placement of a product in visible locations in a store, such as at eye level, at the ends of aisles and near checkout counters.

Coffee cup advertising is any advertisement placed upon a coffee cup that is distributed out of an office, café, or drive-through coffee shop.

Street advertising first came to prominence in the UK by Street Advertising Services to create outdoor advertising on street furniture and pavements. Working with products such as Reverse Graffiti, air dancer's and 3D pavement advertising, the media became an affordable and effective tool for getting brand messages out into public spaces.

Celebrity branding. Advertisers often advertise their products, for example, when celebrities share their favorite products or wear clothes by specific brands or designers. Celebrities are often involved in advertising campaigns such as television or print adverts to advertise specific or general products.

TASK 2. GRAMMAR: Participle II

Past Participle (Participle II) – дієприкм. минулого часу (-ed/V3)

Past Participle (дієприкметник минулого часу) має тільки одну форму. Для правильних дієслів вона збігається із стверджувальною формою Past Indefinite Tense, тобто утворюється за допомогою закінчення -ed: to work — worked;to like — liked. Past Participle неправильних дієслів утворюється різними способами: to write—written; to cut — cut; to make —made. РЕГУЛЯРНО: bought — куплений; який купують; written – написаний;built – побудований;discussed — обговорений; який обговорюють; який обговорювали; done – зроблений.

The decorated fir-tree was very beautiful. (Прикрашена ялинка була гарною.) The closed book was on the table. (Закрита книжка була на столі.)

Ex. 1. Open the brackets, using using the counstruction with Past Participle.

1. Не doesn't like (to boil) milk. 2. A (to break) cup lays on the floor. 3. The books (to write) by this author are very interesting. 4. I remember well his words (to tell) at the meeting. 5. (To ask) about that event, he replied nothing. 6. I don't like the book (to buy) last week. 7. The (to steal) things were returned to the owner. 8. We are interested in the goods (to produce) by this factory. 9. This is the house (to build) many years ago.

Ex. 2. Choose the correct form of the Participle.

1. Who is the girl (doing, done) her task on the blackboard? 2. The book (writing, written) by him is not very interesting. 3. The translation (doing, done) by me was very easy. 4. The (loosing, lost) keys were not found. 5. The (loosing, lost) team will not get the prize. 6. I don't like the video (buying, bought) yesterday. 7. Do you know the boy (coming, come) towards us? 8. We like the songs (singing, sung) by this singer. 9. The woman (singing, sung) is his wife. 10. The question (discussing, discussed) at the meeting was very important.

Ex. 3. Translate the following sentences from Ukrainian into English using Participle I or II.

1. Підлога, помита учнями, дуже чиста. 2. Він співав, миючи підлогу. 3. Вчора я був на вечірці, організованій моїми друзями. 4. Ось телеграма, отримана мною. 5. Отримуючи телеграму, він забув поставити підпис. 6. Цей вірш схожий на всі вірші, які пишуть підлітки. 7. Як тобі подобаються фасони, які зараз носять? 8. Хлопчик взяв книжку, що лежала на столі. 9. Вчитель уважно прочитав твори, написані учнями. 10. Вона дивиться на стару жінку, яка сидить біля каміну.

Ex. 4. Open the brackets, using using the counstruction with Participle I or II.

1. Не walked down the road (to sing). 2. (to enter) the room I recognized him at once. 3. (to put) on the coat, she ran out of the house. 4. The man (to teach) math at their school studied in Odessa. 5. (to translate) into a foreign language the story lost all its charm. 6. (to come) home she found nobody there.

7. He woke up (to think) of his parents. 8. ( to be) a woman of taste she always dresses well. 9. There are some people (to come) in now. 10. (to translate) seven articles, he decided to have a break. 11. You make mistake (to judge) people by their appearance. 12. (to be) very tired, she soon fell asleep. 13. The boy went in, (to carry) his case. 14. While (to discuss) this problem, we sat on the window sill. 15. (to have) dinner, he went out. 16. (to examine) by the doctor, the patient could not stop talking. 17. (to write) her first text-book, she thought about the next book. 18. All the children looked at me (to listen) with a great attention. 19. (to prescribe) the medicine, the doctor left our house. 20. (to see) that nobody was coming, Tom rose. 21. I looked up and saw the sky (to light up with) by the setting sun. 22. While (to translate) the text you may use a dictionary. 23. She felt tired (to run) such a long distance. 24. (to hear) his voice, we stepped. 25. They approached the boys (to water) the flowers. 26. The wind blew (to bring) the smell of coffee. 27. We are going to London, (to have) relatives there. 28. (to hear) the man's steps, the wolf disappeared. 29. (to run) in anger, he gave me money with trembling hands. 30. (to be) ill, she couldn't go to the cinema with us.

TASK 3. READING: PERL

Perl is a high-level, general-purpose, interpreted, dynamic programming language. Perl was originally developed by Larry Wall in 1987 as a general-purpose Unix scripting language to make report processing easier. Since then, it has undergone many changes and revisions and become widely popular amongst programmers. Larry Wall continues to oversee development of the core language, and its upcoming version, Perl 6. Perl borrows features of other programming languages including C, shell scripting (sh), AWK, and sed.

The language provides powerful text processing facilities without the arbitrary data length limits of many contemporary Unix tools, facilitating easy manipulation of text files. Perl gained widespread popularity in the late 1990s as a CGI scripting language, in part due to its parsing abilities. In addition to CGI, Perl is used for graphics programming, system administration, network programming, finance, bioinformatics, and other applications. Perl is nicknamed "the Swiss Army chainsaw of programming languages" due to its flexibility and power. It is also referred to as the "duct tape that holds the Internet together", in reference to its ubiquity and perceived inelegance.

The overall structure of Perl derives broadly from C. Perl is procedural in nature, with variables, expressions, assignment statements, brace-delimited blocks, control structures, and subroutines. Perl also takes features from shell programming. All variables are marked with leading sigils, which unambiguously identify the data type (for example, scalar, array, hash) of the variable in context. Importantly, sigils allow variables to be interpolated directly into strings. Perl has many built-in functions that provide tools often used in shell programming (although many of these tools are implemented by programs external to the shell) such as sorting, and calling on system facilities.