3.4. Advertising media

Task 1. Discuss the following questions with the group:

• What are the essential differences between advertising in print media and in broadcast media?

• How are those differences taken into account by advertisers?

Task 2. Read the text and check your answers in Task 1.

Advertising Media

Print Media

Print advertising deals with the use of space. A printed advertisement has three main elements: illustration, head­line, and copy block.

The illustration usually dominates the space. Studies show that one large illustration, with a single focus, is best. Photographs are far more effective than any other illustration technique. They bring realism, immediacy, and often a great beauty to the advertisement.

One of the most important details in the advertisement is color. It's used for psychological motivation and ef­fect. In the advertising culture of the United States colors have symbolic meanings. Green is freshness, health; white is purity; dark brown is mascu­line, and pastels are feminine; black is sophisticated; purple, red and gold are regal and connote quality.

Headlines should draw attention as most readers never read beyond them. If the headline fails to draw their interest immediately, they won't read the text. The headline should be short and informative — it should say something about the product.

The copy block shouldn't use more than 20% of the total advertising space. There are no strict rules for writing outstanding advertising copy. Howev­er, here are some useful suggestions that work in the UK and in the Unit­ed States.

1. Use short sentences with short, familiar words.

2. Use positive forms or strong neg­atives ("never", "avoid", "stop"). Avoid weak negatives such as "don't", "won't" and "can't".

3. Use the active voice. "Floors clean better with..." is stronger than "Floors can be cleaned better with..."

4. Use only necessary words — as many or as few as needed to commu­nicate the message.

5. Make the message personal; di­rect it at the consumer. Each consum­er likes to believe that the message is for him individually.

6. Concentrate on the consumer and product benefits. Write from the read­er's point of view. Write what the buyer really wants to know.

Broadcast Media

The essential difference between the broadcast media and the print media is that advertising in print media oc­cupies space. Radio and television ex­ist in time. Another difference between the two types of media is a difference of purpose. The major function of print media is to provide news and infor­mation; of the broadcast media — to provide entertainment.

Many people buy magazines because they want to read advertisements. On radio and television advertising inter­rupts. From the advertiser's point of view, this is both strength and weak­ness. The interruption itself can be an attention-getting device. It can prepare people to listen to the message. But the interruptions are also a source of irritation. They can cause people not to listen or to watch, in fact, to resent the advertisement and the advertiser.

Abridged from: David P. Rein. The language of advertising and merchandis­ing in English. NY., 1982. PP. 71-90

Task 3. Match English words and word combinations with Russian equivalents.

print media to deal with headline copy block advertising culture symbolic meaning to draw attention strict rules to communicate the message essential difference source of irritation

источник раздражения существенная разница текст рекламы печатные СМИ заголовок иметь дело с строгие правила символическое значение привлекать внимание передавать содержание культура рекламы

Task 4. Put the words in the right order to make a sentence.

1. them readers beyond headlines attention never draw as of should most read.

2. him likes each believe the individually consumer to is message that for.

3. space print(x2) essential in between and media(x3) that occupies the(x3) dif­ference broadcast is advertising.

4. far photographs illustration more are any than effective technique other.

5. if fails won't people headline the(x2) to attention read their text draw.

Task 5. Fill in the correct word derived from the word in brackets.

Cigarette .............................. (advertise) is a popular topic for .............................. (discuss), as an increasing number of people believe that it's .............................. (moral) and should be banned. I support this view for a .............................. (vary) of reasons.

First of all, it should be stopped because an .............................. (health) product is being promoted. According to many .............................. (medicine) reports, tobacco is a major cause of lung cancer and is sometimes .............................. (respond) for heart disease. What is more, smoking can have .............................. (harm) effects on non-..............................(smoke): they have to breathe in second-hand smoke.

Another major reason for .............................. (ban) cigarette advertising is the fact that it targets young people. Cigarette adverts show young, .............................. (beauty), .............................. (success) people smoking and having fun. This image is .............................. (appeal) to teenagers. In other words, they become .............................. (attract) to this .............................. (glamour) .............................. (present) of smoking, which leads them to taking up the habit. Furthermore, the average teenager doesn't realize that it's .............................. (addict).

However, tobacco companies argue that since their .............................. (produce) are .............................. (legal) sold they have the right to communicate .............................. (inform) about them. They .............................. (strong) deny that they target .............................. (young) in their adverts, stating that all the models whose photos they use are adults.

In .............................. (conclude), I believe that cigarette companies are only .............................. (interest) in making money, as their advertising campaign are .............................. (ethic) and aimed at teenagers.

Task 6. Find in the previous text linking words and list "shoulds" and "shouldn'ts" for advertising with their help.

Task 7. Translate into English.

1. Интересно, почему во время выпусков новостей не бывает перерывов на рекламу?

2. Заголовок должен быть коротким и информативным, он должен сообщать самые необходимые сведения о продукте.

3. Если заголовок не привлекает внимание, читатели даже не заглянут в рекламу.

4. Если печатная реклама направлена на информацию, то телевизионная – на развлечение.

5. При создании рекламы необходимо сосредоточиться на покупателе и его потребностях.

Task 8. Correct the following statements.

1. It's the copy block that plays the most important role in an advertisement, but not the illustration and headline.

2. The advertiser should think only about his profit.

3. A lot of people like commercial breaks.

4. The headline should be funny, but not informative.

5. It's better to make advertisements impersonal.

Task 9. Points for discussion.

• What can you say about the language in advertisements?

• Do you agree that colours have their symbolic meanings? How do they work in advertising?

• What are the differences between print and broadcast media?