UNIT 2

Advertising

TEXT A

1. Read the text and find English equivalents of the following Russian words and phrases:

1. реклама

2. СМИ

3. наружная реклама

4. некоммерческие рекламодатели

5. правительственные учреждения

6. научное исследование

7. прямое сравнение

8. методы рекламы

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 make consumer buy something, although political and ideological advertising is also common. Advertising messages are usually paid for by sponsors and viewed via various traditional media; including mass media such as newspaper, magazines, television commercial, radio advertisement, outdoor advertising or direct mail; or new media such as websites and text messages.

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. Non-commercial advertisers who spend money to advertise items other than a consumer product or service include political parties, interest groups, religious organizations and governmental agencies. Nonprofit organizations may rely on free modes of persuasion, such as a public service announcement (PSA).

Modern advertising developed with the rise of mass production in the late 19th and early 20th centuries. In 2010, spending on advertising was estimated at more than $300 billion in the United States and $500 billion worldwide.

Persuasive advertising

Endorsement. A celebrity is used in the advertisement.

Emotional appeal. Advertising often appeals to basics such as mother-love, manliness, femininity.

Scientific authority. Sometimes the adverts show a person in a white coat looking like a scientist telling us about the product. More often it mentions ‘miracle ingredients’ or ‘scientific testing’ to persuade us.

Comparison. The advert lists the qualities of a product in direct comparison with rival products.

Association of ideas. This is usually visual. Until it became illegal in Britain, cigarette advertising showed attractive, healthy people smoking in beautiful rural situations.

Information. If a product is new, it may be enough to show it and explain what it does.

Anti-advertising. This is a modern version which appeals to the sense of humour. It makes fun of the techniques of advertising.

Vocabulary

1. communication (n) – 1) информация (передаваемая в процессе общения) 2) процесс передачи информации

2. persuade (v) – убеждать

3. with respect to – что касается, в отношении ч.-л., по отношению к ч.-л.

4. consumer (n) – потребитель

5. advertising message – рекламное обращение (любое обращение рекламного характера, адресованное некоторой аудитории)

6. media (n) – медиа (средства распространения рекламы)

7. seek (v) – добиваться (чего-л.) , стремиться (к чему-л.)

8. increase (v) – увеличивать; усиливать, возрастать, увеличиваться; расти; усиливаться

9. consumption (n) – потребление

10. involve (v) – включать в себя, подразумевать

11. quality (n) – качество

12. non-profit organization – некоммерческая организация

13. persuasion (n) – убеждение

14. estimate (v) – оценивать

15. endorsement (n) – участие знаменитости в рекламной компании

16. celebrity (n) – знаменитость

17. appeal (v) – обращаться к

18. manliness (n) – мужественность

19. femininity (n) – женственность

20. miracle (a) – волшебный

21. mention (v) – упоминать

22. quality (n) – качество

23. rival (n) – соперник, конкурент

24. rural (a) – сельский

EXERCISES