- •Part III text 1. History of economics
- •Text 2. Money
- •American money
- •English money.
- •Text 3. The functions of money
- •Text 4. The role of banks in theory
- •Text 5. Central bank
- •Text 6. Finance
- •Text 7. Recruitment
- •Finance Analyst
- •Text 8. Job specification
- •Text 9. People in organization
- •Insert the correct verb.
- •Text 10. Behaviour patterns
- •Text 11. Dismissal procedure
- •Text 12. The company structure The Company Organization
- •Text 13. Board of directors
- •Text 14. What you need to become a successful leader
- •In both these examples a modal verb is used to express mild obligation or advice. What do the following verbs express?
- •Text 15. How to motivate your employees
- •Text 16. Meetings
- •Part IV text 1. Advertising in early western history
- •Text 2. Advertising
- •Text 3. Advertising and promotion
- •Text 4. Major methods of advertising and promotion How to Write Ads?
- •What Should You Write in Your Ads?
- •Major Methods of Advertising
- •An Example of the Definitions
- •Text 5. Adventages and disadventages of different advertising medium
- •Newspaper Advertising
- •Some Advantages in Newspaper Advertising
- •Some Disadvantages with Newspaper Advertising
- •Magazine Advertising
- •Direct Mail
- •Specialty Advertising
- •Conclusion
- •Text 6. Public relations and advertising
- •The Advertising Pyramid: a Guide to Setting Objectives
- •Text 8. Controvercial advertising
- •Text 9. The right design is the shortest way to success
- •Text 10. Does advertising make us too materialistic?
- •Text 11. Commercials aimed at kids
- •Text 12. Consumer behaviour from the advertising perspective
- •1. Explain, in your own words, why advertising people must understand the complexity of human behaviour.
- •2. What three processes is consumer behaviour governed by?
- •3. Explain your understanding of perception, learning and motivation.
- •Text 13. Advertising as a business
- •If you want to use English in a natural way, you should note down and learn expressions like these.
- •Text 14. What does it take to become an ad manager?
- •Text 15. Advertising as a career in the usa
- •Рекомендуемая литература
Text 11. Commercials aimed at kids
Many people argue whether young children (under 10-12) should be the targets of advertising appeals at all, and whether some products (like sugary cereals) present sufficient health hazards to kids that they should also be banished from the airwaves. Some people argue that basically, any advertising to a 6-year-old is unfair and deceptive because the child is too young to understand it. Little children don't have the natural defenses some adults have. And when it comes to television advertising, they really don't understand the selling intention of the advertiser.
Where children are concerned, we must be absolutely sure that no dangerous or misleading impressions are left with our youngest consumers. Children are not qualified to decide for themselves whether they need vitamins, and probably can't tell the difference between an ad message and program content where one of their favorite superheroes was involved.
The advertising industry's argument is, basically, that parents themselves should be the ones responsible for what their kids see and what they don't. Another interesting point is that pressure groups like Action for Childrens' Television (USA), which call for more restrictions on kids' advertising, are made up of upper-middle-class parents who may not like those commercials because they induce their kids to want toys and foods associated with lower-middle-class consumption patterns. The same techniques of persuasion are lauded when they appear on Sesame Street (which borrows heavily from kid commercial techniques) because the program is seen as educational, thus more desirable by those parents.
EXERCISES
Exercise 1.
Have you ever thought about ' children and advertising'? Is it a problem? What is your attitude to this problem?
Exercise 2. Do you agree that …
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Young children (under 10-12) should not be the targets of advertising appeals.
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Any advertising to a 6-year-old is unfair and deceptive.
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Young children (under 8) are too young to understand the selling intention of the advertiser.
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Children are not qualified to decide for themselves whether they need vitamins.
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Children can't see the difference between an ad message and program content where one of their favorite superheroes was involved.
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Parents themselves should be responsible for what their kids see.
Exercise 3.
A. Find the examples of the Passive Voice in the text.
B. Translate the sentences from English into Russian.
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The world is ruled by the ideas of economists and political philosophers.
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The new model of the car is not so drastically changed as to put it out of character with the previous model.
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The production, exchange, and consumption of goods and services are discussed from the viewpoint of society's best interest.
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In 1873, Joel Owsley Cheek was given the traditional silver dollar by his father.
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At that time, the mass market was not only growing but would buy a wide variety of cars. This trend was encouraged by General Motors.
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Some 4,5 million Model A's were built in 5 years, and even the most expensive version was sold for under $600.
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Annual model changes were supported by intensive advertising campaigns.
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The Detroit design syndrome was soon established.
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She said, «Adam Smith will be appointed professor of economics at Glasgow University next year».
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She said (that) Smith would be appointed professor of economics at Glasgow University the next year.
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Please don't enter. The economics exam is being taken by the students at the moment.
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He was being shown a new office when she came.
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Millions of cars have been produced by General Motors this year.
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His new business has much been spoken about lately.
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The specialists have just been sent for.
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By the 1960s, heavy industries, including steel manufacture and shipbuilding, had been replaced by high-technology manufacturing industries.
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By next year, over half the new jobs in Britain will have been created by firms employing fewer than 100 staff.
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She added (that) by the next year, over half the new jobs in Britain would have been created by firms employing fewer than 100 staff.
Exercise 4. Translate the compound-words and make sentences with them.
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active support
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ardent support
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complete support
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financial support
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firm support
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government support
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loyal support
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mutual support
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popular support
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public support
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solid support
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state support
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unstinting support
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unwavering support
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wholehearted support
Exercise 5. Render into English.
«Реклама на ТВ уже всех достала, и у меня есть подозрение, что она просто вредна для здоровья. Скажите, прав ли я?»
Вы абсолютно правы. Более того, реклама не только вредна для здоровья: она - опасна. Результаты исследований, опубликованные в российской прессе, буквально шокировали читателей. Оказывается, даже три часа, проведенные у телевизора, значительно снижают объем оперативной памяти у человека, замедляют скорость мышления. И особенно ярко это проявляется во время передач, перенасыщенных рекламными заставками.
Психологи настаивают на том, что регулярное поглощение рекламной отравы вызывает у людей отчетливые изменения сознания. Особенно сильное воздействие телевизионная реклама оказывает на детей. Во многих странах существует закон, ограничивающий рекламу на телевизионных каналах до 20 минут в день. У нас же рекламные вставки на ТВ занимает неизмеримо больше времени. И хотя всем понятно, что этот рекламный дурдом построен благодаря нынешней экономической реальности, надо отдавать себе отчет, что последствия рекламного беспредела могут оказаться печальными.
Как можно ослабить негативное воздействие телепередач? Воспользуйтесь некоторыми советами психологов.
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Исследования показали, что во время программы новостей действия рекламы ослабляется. В эти минуты человек более критически воспринимает поступающую информацию. Зато рекламные ролики, встроенные в художественные фильмы (особенно в «мыльные оперы»), проникают в мозг «как по маслу».
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На голодный желудок человек воспринимает окружающее более критично, чем после сытного обеда.
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Не спите перед включенным телевизором. В это время информация продолжает поступать в мозг, намертво отпечатываясь в подсознании.
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При показе рекламы постарайтесь переключить свое внимание на другую информацию: просмотрите газету, побеседуйте с близкими, либо вообще отключите на это время звук.