- •Английский язык guides for advertising Реклама в туризме
- •Introduction
- •1. Learn the following words and word combinations:
- •3. Translate the following:
- •5. Write a short paragraph giving your reasons for your choice. Use the words and word combinations given above.
- •6. Read the following text:
- •1. Learn the following words and word combinations:
- •2. Agree or disagree:
- •2. Now check how well you have learnt them:
- •Interference
- •Volition
- •3. Translate the following:
- •7. Write a story of your own trying to use as many words and ex pressions from task I as possible. Tell it in class. Let your class mates comment on it.
- •8. Look at the Headline of the following text and say what it is de voted to.
- •5. How well have you read the text? Can you answer the following questions?
- •8. Use the text to make word combinations with the following words:
- •9. Find in the text the words that mean the same:
- •10. Insert the missing prepositions. Translate the text.
- •12. Choose the proper form of the verbs given in brackets. Translate the text into Russian.
- •13. Bring different parts of tour advertisements. Analyze all of the parts separately. Try to understand each heading, slogan and copy. After the research has been completed, answer the questions.
- •14. Translate the following into English in class.
- •15. Write a list of dos and don'ts in advertising. Present it to the class. Decide whose essay best covers the topic.
- •1. Learn the following words,
- •4. Give all possible English equivalents of the following words:
- •5. Translate the following into Russian:
- •6. Translate the following into English:
- •8. Answer the following questions.
- •9. Read and translate the text.
- •1. Give Russian equivalents of the follow word combinations:
- •5. Find key sentences in the text. Discuss them with your classmates.
- •6. Retell the text using as many words and word combinations of the unit as possible.
- •7. Translate the following into English in writing:
- •8.Comment on the following and give a list of dos and don'ts for advertising in print.
- •9. Fill in the gaps with the phrases from the box. Translate the text.
- •10. Analyze the following advertisements:
- •2) What tours are advertised in each ad? Which one would you prefer? Substantiate your choice.
- •3) Translate the advertisements into Russian. Preserve the composition of the advertisements.
- •3 Star winter sun offer cyprus
- •2) How many blocks can you distinguish in every advertisemen What are they? 3) Translate the advertisements into Russian. Preserve the position of each of the advertisement.
- •14. 1) Complete the following advertisement. Use the words and word combinations from the box.
- •16. Match the contents and the headlines of the advertisements. What ads' parts are omitted? Which tour would you prefer?
- •17. Try to find an advertisement meeting all the demands. Discuss it with your classmates. Choose an 'ideal' ad.
- •1. Learn the following words and word combinations:
- •2. Read the text below:
- •3. (A) The advertisement in a-column has been mixed and, to arrange them in the right sequence, consult the advertisement in b-coIumn.
- •4. Match the equivalents. What is similar and what is different in these two columns? In what way can you explain this difference in terms of target audience?
- •4. Match the equivalents. What is similar and what is different in these two columns? In what way can you explain this difference in terms of target audience?
- •5. Analyze the following advertisement. Say what kind of tourism is offered here, what target audience is implied. What is your idea about the number of tourists that answered this ad?
- •7. The following information will help you to create your own advertisements. Invent the name of a tourist agency, do not forget about the price. Keep in mind, you should be very persuasive.
- •9. Read and translate the following article. Create several itineraries on the basis of the following article. Present them in the form of advertisements. Keep in mind the target audience.
- •15. The following newspaper advertisements have been mixed up. Them together by rearranging the sections.
- •1. Learn the following words and
- •Incentive
- •3. Translate the following:
- •5. Make up a situation of your own trying to use as many expressions from task I as possible.
- •7. Look at the headlines of the following texts and say what it is devoted to.
- •8. Read and translate the following texts:
- •1. Find in the texts and read the sentences that prove that:
- •2. Give English equivalents of the following word combinations.
- •3. Write 10 statements (true or false) to the texts of the section. Ask your classmates to identify them as either true or false.
- •4. Answer the following questions:
- •6. Find key sentences in the texts. Discuss them with your classmates.
- •7. Retell the texts using as many words and word combinations as possible from task 1.
- •8. Translate into English:
- •2. Translate the following:
- •3. Agree or disagree. Prove your answer.
- •4. Answer the following questions:
- •9. Translate the following into English:
- •2. Now check how well you have learnt them: specific
- •I. Give Russian equivalents of the following word combinations.
- •2. Give English equivalents of the following word combinations.
- •9. Expand on the following.
- •10. Choose the proper form of the verbs given in brackets. Translate the text into Russian.
- •11. Translate the text with the dictionary.
- •12. Translate the text with the dictionary. Discuss the text with your classmates.
- •13. Translate the following into English in class.
- •1. Learn the following words and word combinations
- •2. Give Russian-English equivalents of the following:
- •3. Answer the following questions:
- •4. Read and translate the following text:
- •1. Answer the following questions:
- •4. Find the key sentences in the text. Discuss them in class.
- •5. Retell the text using as many words and word combinations of the unit as possible.
- •6. Read the following text and expand on it.
- •7. Choose the proper preposition to finish off the sentence. Translate the text into Russian.
- •8. Read and translate the text. Say whether you experience the following. Remember that this information can also be used for creating ads. Discuss the contents of the text with your classmates.
- •9.How do you perceive letters and numbers? Are the colors the same for English and Russian vowels and consonants? Discuss it with your classmates.
- •10. Translate the following text into English.
- •11. Write an essay concerning the role of color in your life. Use as many words and expressions from the texts as possible. Tell it in class. Let your classmates comment on it.
- •1. Assess the following advertisement and answer the questions.
- •Viking kirov
- •3. Arrange the blocks of the advertisement in the right sequence.
- •4. Discuss the following advertisement. Discuss the techniques and verbal features used in the advertisement. Translate it into English. Design your own identical advertisement.
- •5. You have looked through a number of advertisements. What advertisement is the most effective?
- •7. Three advertisements have been mixed up. Put them together in writing. Add the omitted parts. Which tour would you choose? Which advertisement is the most effective?
- •8. Translate the following itinerary-advertisements into English.
- •11. 1) Read the following texts. Design advertisements on their basis in English and in Russian. Discuss them with your fellow
- •2) Translate the following texts and add the omitted blocks to turn them into ads.
- •12. Design tour advertisements, use the following parts of the advertisement.
- •13. Translate the following advertisement, add the omitted blocks. Express your opinion about so extreme tours.
- •7 День:
- •14. Make use of verbal and visual means to create an extreme tour advertisement. Present it to the class. In groups of two or three discuss the features that an advertisement should possess.
- •Information (202)289-1995 The Gray Liner Golden Line asi
- •16. A Spa Hotel offers joy to its guests in the following advertisements. Discuss the verbal features and the content of these advertisements.
- •17. Are the following advertisements easy to understand? Are the typefaces (fonts) easy to read? Which add is more persuasive?
- •19 Nights from £1,249 Two nights only £179 special offer from £295 from just £549 Call for details ...
16. Match the contents and the headlines of the advertisements. What ads' parts are omitted? Which tour would you prefer?
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17. Try to find an advertisement meeting all the demands. Discuss it with your classmates. Choose an 'ideal' ad.
Section 5
THE TARGET AUDIENCE
Tour advertisements appeal to peoples' desires for fun and pleasure. The people in these ads are portrayed as having a good time, leading to the belief that if they purchase these services they will have a good time too.
PRE-READING TASKS
1. Learn the following words and word combinations:
testimonial advertising — рекомендательно-свидетельская реклама, рекомендательная реклама (метод составления рекламного текста, при котором упоминаются лица, уже использовавшие рекламируемые товары, удовлетворенные их качеством и могущие дать о нем благоприятный отзыв)
social channel — общественно-бытовой канал коммуникации (лицо, оказывающее влияние на покупательское решение индивидуума или группы лиц целевого рынка благодаря личным взаимоотношениям: напр., друг, родственник, неформальный лидер или коллега по работе)
endorse a product — рекомендовать товар, выступать в поддержку товара (подтверждать полезные свойства товара и побуждать потребителей приобрести его; рекомендовать товар могут общественные и специализированные организации; знаменитости, участвующие в рекламе товара; потребители, испытавшие товар)
opinion leader — неформальный лидер, авторитет (индивид, идеи и поведение которого служат образцом для других; для ускорения восприятия рекламного сообщения рекламодатели часто направляют его неформальному лидеру для оказания влияния на целевую группу: напр., рекламодатель может направить рекламу зубной пасты на известных зубных врачей или кампанию по рекламе новых моделей одежды — на знаменитых женщин)
two-step flow of communication — модель двухступенчатого потока
коммуникации (информации), концепция двухуровневой коммуникации (теория, согласно которой распространяемая информация не оказывает прямого воздействия на все общество; ее воспринимают отдельные лица (неформальные лидеры), которые изменяют свое мнение и, пользуясь влиянием на общество, доносят его до остальных людей)
informational advertising — информационная реклама (предназначается для информирования целевой группы о существовании определенного товара, его свойствах, достоинствах, ценах)
advocacy advertising — разъяснительно-пропагандистская реклама (рекламная деятельность по разъяснению и отстаиванию какой-либо идеи относительно спорной общественной проблемы; часто выполняет роль промежуточной рекламы, предваряя рекламу того или иного товара)
analogy advertising — реклама на основе аналогий (метод рекламы, в котором для описания рекламируемой продукции используется ее сравнение с другой продукцией)
transformational advertising — трансформационная реклама (базируется на наличии у членов целевой группы стремления к дополнительному наслаждению, социальному одобрению, интеллектуальному стимулированию; рекламное сообщение построено таким образом, чтобы позволить членам целевой аудитории выявить данные потребности и понять, что именно рекламируемый товар позволит удовлетворить их)
advertising method — метод рекламы, рекламный метод (способы создания рекламы, проведения рекламной кампании)
advertising spoof — рекламная мистификация, рекламный розыгрыш (приведение в рекламе будоражащих внимание, но не соответствующих действительности сведений (напр., «наши сигареты на все 100% безопасны»), с целью заинтересовать аудиторию или ради шутки)
advertising exaggeration — рекламное преувеличение, рекламное славословие (высказывание о товаре (услуге) с использованием возвышенных и звучных фраз (напр., «суперкоммерческий фильм», «головокружительные трюки», «паста для всей полости рта», «волосы как шелк» и т. д.))
advertising gimmick — рекламная уловка, рекламный трюк (прием, ход) (используемые для привлечения внимания аудитории рекламные преувеличения; дразнящая реклама; нео-бычные звуки, яркие цвета, эротические картинки в рекламе товара; нестандартные рекламные методы (напр., надпись на витрине магазина: «Если у нас чего-нибудь нет, значит, вам это не нужно»); необычные подарки)
deceptive advertising — мошенническая (недобросовестная, лживая, ложная) реклама; реклама, вводящая в заблуждение (реклама, которая дает неверную информацию (о качестве, ценах товара и т. д.) и формирует у потенциальных клиентов ложные представления о данных товарах или услугах)
denigratory advertising — порочащая (нечестная) реклама (реклама, прямо или косвенно дискредитирующая физических или юридических лиц; реклама, построенная на сравнении товара с товарами конкурентов; реклама, вводящая потребителей в заблуждение относительно качества и свойств товара; такая реклама считается недопустимой)
joint advertising — коллективная реклама (реклама двух и более производителей (торговцев) с целью продвижения определенной категории товаров, а не конкретной марки
ambient advertising — нетрадиционная реклама (реклама товара в нетрадиционных местах: рекламные объявления на тележках для покупок, на ступеньках, на колесах транспорта)
comparison advertising — сравнительная реклама (разновидность рекламной деятельности, которая направлена на утверждение преимуществ одной марки товара за счет сравнения ее с другими марками товара того же класса)
controversial advertising — противоречивая реклама: (а) (реклама, являющаяся оскорбительной для определенных групп населения либо из-за самих рекламируемых товаров (напр., реклама белья), либо из-за формы осуществления рекламы; (б) (реклама, вызывающая несогласие определенных кругов общества с достоверностью или законностью приводимых в ней данных (напр., реклама вредных для здоровья товаров (сигарет, алкоголя)