Тема 25.2. Принципы рекламной деятельности.

І. Read and translate the text.

Advertising and advertisement

The importance of consumer discrimination in domestic life is clear. Indeed, the evaluation and selection of manufactures items – from soap powders to cars – is an inescapable part of life in today’s society. But most people have little knowledge of the actual production of what they buy and are therefore unable to make first-hand judgements of quality. So where do ideas of value for money originate? On what basis do we discriminate between two comparable products? Ideally, judgement is based on the type and quality of materials, construction, performance, appearance and price. Often, however, first-hand knowledge of these factors is not available and we rely on advertisements.

The essence of advertising is persuasion. To use reasoned argument in order to persuade people to buy a particular product seems a valid form of propaganda and, indeed, could be expected to assist the process of discrimination. But the advertiser’s concern cannot be solely to assist discrimination. His appeal is therefore rarely directed towards reason alone but also towards the more emotional responses that may be triggered by associating a product with the private hopes, fears, prejudices, and anxieties that beset the average human being. Ad if these appeals can be disguised within a reasoned argument, so much the better.

The British Code of Advertising Practice exists to protect the consumer from being deceived ad misinformed by advertisements. Their slogan is: ”All advertisements should be legal, decent, honest and truthful” ad in their own advertisement they invite consumers to exercise discrimination and to report the authorities any advertisements which do not fulfill their requirements advertising practice is based on.

General Principles.

1. Advertisements should not contain statements or visual presentations offensive to the standards of decency prevailing among those who are likely to be exposed to them.

2. Advertisements should not be so framed as to abuse the trust of the consumer or exploit his lack of experience or knowledge.

3. Advertisements should not without justifiable reason play o fear.

4. Advertisements should not contain anything which might lead or lend support to acts of violence, nor should they appear to condone such acts.

5. All descriptions, claims and comparisons which relate to matters of objectively ascertainable fat should be capable of substantiation, and advertisers and advertising agencies are required to hold such substantiation ready for production without delay to the CAP Committee of the Advertising Standard Authority.

6. Advertisements should not contain any statement or visual presentation which, directly or by implication, omission, ambiguity, or exaggerated claim, is likely to mislead the consumer about the product advertised, the advertiser, or about any other product or advertiser.

7. Advertisements should not misuse research results or quotations from technical and scientific literature.

8. Consumes should not be led to overestimate the value of goods whether by exaggeration or through unrealistic comparisons with other goods or other prices.

9. All comparative advertisements should respect the principles of fair competition and should be so designed that there is no likelihood of the consume being misled as a result of the comparison, either about the product advertised or that with which it is compared.

10. Advertisements should not unfairly attack or discredit other products, advertises o advertisements directly or by implication.

11. Advertisements should be clearly distinguishable as such whatever their form and whatever the medium used. When an advertisement appears in a medium which contains news, editorial or programme matter it should be so designed, produced and presented that it will readily recognized as an advertisement.

12. Advertisements should not, without justifiable reason, show or refer to dangerous practices o manifest a disregard for safety. Special care should be take in advertisements directed towards or depicting children or young people.

13. Advertisements addressed to children or young people or likely to be seen by them, should not contain anything whether in illustration or otherwise, which might result in harming them physically, mentally or morally, or which exploits their credulity, their lack of experience, or their natural sense of loyalty.

II. Find international words in paragraph 1.

III. Choose the best endings to the following statements.

1. Most people are unable to make first-hand judgements of…

a) price b) colour c) quality

2. The advertiser appeals to reason and…

a) emotional responses b) the producer

c) another advertiser

3. The British Code of Advertising Practice protects the consumer from…

a) being informed b) being controlled

c) being deceived and misinformed

4. Advertisements should not without justifiable reason play on…

a) fear b) positive emotions c) experience

5. Advertisements should not contain anything that is likely to mislead the consumer about…

a) the programme b) the product c) the market

6. Consumers should not be led to overestimate …

a) the beauty of goods b) the value of goods

c) the attractiveness of goods

7.Advertisements should be readily recognized as...

a) news b)advertisements c) games

8.Advertisements should not manifest disregard for…

a) jokes b) humour c) safety

9. Advertisements addressed to children or young people should not contain anything which might result in…

a) harming them b ) entertaining them

c) teaching them

IV. A) Complete the unfinished questions in column A that are answered in column B.

1. How many…? A) 13 principles.

2. What…? B) Persuasion.

3. What… for? C) To protect the consumer.

4. What…? D)A form of propaganda.

b) Ask questions about the following and answer them:

- advertisements addressed to children or young people,

- advertisements depicting children,

- prohibition to mislead the consumer about the product advertised,

- prohibition to contain something offensive to the product advertised,

- respect for the principles of fair competition.

V. Name the principles about misleading and misinforming the consumer.

VI. Find the sentences giving the main point of the text.

VII. Find key words, phrases and the topic sentences which best express the general meaning of each paragraph.

VIII. Speak about the essence of advertising and its general principles using key words, phrases, the topic sentences and the outline.

Условные предложения смешанного типа (повторение).

Существуют два вида условных предложений смешанного типа.

Тип условных предложений	Глагольно-временные формы	Пример	Интерпретация
Предложение нереального условия, в котором главное и придаточное предложения имеют разную временную отнесенность, т.е. придаточное относится к настоящему, а главное — к прошлому.	If + Subjunctive II Present (совпадающее по форме с the Past Simple), would + Perfect Infinitive	If I were more observant, I would have noticed the no parking sign in front of the building.	Говорящий сожалеет о своей невнимательности (постоянная характеристика, не зависит от времени), иначе он бы заметил знак, что парковка запрещена.
Предложение нереального условия, в котором главное и придаточное предложения имеют разную временную отнесенность, т.е. придаточное относится к прошлому, а главное — к настоящему.	If + Subjunctive II Past (совпадающее по форме с the Past Perfect), would + Indefinite Infinitive	They still say that if he had gone into the greengrocery business when he left school, he would be comfortably off now instead of being poor.	Говорящий сожалеет, что его знакомый не занялся продажей овощей после школы, он считает, что теперь он жил бы гораздо лучше.

Exercise 1.Choose the right variant using the Conditionals I, II, III or the mixed type.

1. The hotel ... you with medical assistance if you ... it in a foreign country.

1) will provide, need 3) is provided, needs

2) provided, will need 4) provides, needed

2. If students ... a job in their area of study, they ... valuable experience.

1) will get, will gain 3) get, will gain

2) got, have gained 4) have got, have gained

3. Walt Disney ... his many magical worlds if his early years ... happier.

1) wouldn't have created, had been

2) wouldn't create, had been

3) won't create, haven't been

4) wouldn't have created, weren't

4. If you ... a practical person, you ... such expensive books at the last book fair.

1) are, won't be bought 3) will be, won't buy

2) were, wouldn't have bought 4) would be, didn't buy

5. If Helen ... to buy apples yesterday, she ... an apple pie before Nick comes.

1) remembered, would have made

2) had remembered, would make

3) would remember, had made

4) would be remembered, would be made

6. If John ... her joke, he ... so much.

1) was understood, wouldn't get offended

2) would have understood, hadn't got offended

3) will understand, won't get offended

4) had understood, wouldn't have got offended

7. If Paul ... Linda when they studied at Oxford University, his life ... another way.

1) didn’t meet, would go 3) wouldn’t meet, didn't go

2) hadn’t met, would have gone 4) doesn’t meet, won't go

8. There ... fewer traffic problems if people ... at different hours of the day.

1)will be, commuted

2)would be, were commuting

3) were, would commute

4) had been, would commute

9. If everyone ... good and kind, our life ... much easier.

1) would be, was 3) will be, would be

2) were, would be 4) would be, will be

10. If you ... your promise once, there ... much faith in you next time.

1) are broken, won't be 3) break, won't be

2) will break, won't be 4) broke, hasn't been

Теst 1.

Choose the right answer:

1. If I … more self-confidence I … for a better-paid job long ago.

a) had, would apply

b) had, would have applied

c) have, had applied

d) had had, would apply

2. If you … the plants regularly, they … now.

a) would have watered, will bloom

b) had watered, would be blooming

c) water, bloom

d) watered, would have been blooming

3. If they … the house all day, they … so tired now.

a) hadn’t been painting, wouldn’t be

b) haven’t paint, won’t be

c) would be painting, weren’t

d) weren’t painting, wouldn’t have been

4. If Alex … his A levels last spring, he … a university student now.

a) passed, would be

b) passed, would have been

c) had passed, would be

d) had passed, would have been

5. If I … really in love with her, I … her about it long ago.

a) were, would have told

b) was, told

c) am, would tell

d) was, would tell

6. If he … the speed limit, he … to pay a fine now.

a) wouldn’t exceed, wouldn’t have

b) didn’t exceed, wouldn’t have had

c) hadn’t exceeded, wouldn’t have

d) didn’t exceed, won’t have

7. If she … so disorganised, she … the deadline with her project then.

a) hadn’t been, wouldn’t miss

b) won’t be, won’t miss

c) wasn’t, won’t miss

d) weren’t, wouldn’t have missed

8. If Paula … exercising regularly since her childhood, she … in good shape now.

a) has been, would be

b) had been, would be

c) were, would have been

d) would be, would be

9. If the rescue team … Jack an hour later, he … dead.

a) found, were

b) found, would have been

c) had found, would be

d) would find, would have been

10. If Mike’s voice … such a nice timbre, he … a radio announcer.

a) hadn’t had, wouldn’t become

b) didn’t have, wouldn’t have become

c) doesn’t have, wouldn’t become

d) wouldn’t have, didn’t become