Vocabulary:

target audience	целевая, потенциальная аудитория
to have a definite appeal	быть предназначенным
consumer advertising	реклама потребительских товаров
business-to-business advertising	реклама в сфере деловых кругов
industrial advertising	промышленная реклама
professional advertising	реклама товаров и услуг
trade advertising	торговая реклама
agricultural advertising	реклама сельскохозяйственной продукции
product advertising	реклама товара
institutional advertising syn. corporate advertising	реклама фирмы (предприятия)
to create goodwill	создавать (завоёвывать) хорошую репутацию
entire line of products	целую линию товаров
hotly debated public issues	горячо обсуждаемые (спорные) вопросы
advocacy advertising	пропагандистская реклама
comparative advertising	сопоставительная (сравнительная) реклама
to highlight	выдвигать на первый план
to ban	запрещать
to vie	соперничать
product strengths	преимущества товара
to cross legal and ethical boundaries	нарушать юридические и моральные нормы
national advertising	национальная реклама
nationwide basis	общенациональная основа
local advertising	местная реклама
cooperative advertising	коллективная реклама
to speed up	ускорять
brand-name product	товар, являющийся основным представителем торговой марки

Comprehension Questions:

1. What are the main types of advertising? Can you give a short characteristic of each type?

2. Can you give your examples of different types of advertising and characterize them?

Task 7: Read the following information about the forms of advertisements; match the English words below the text with their Russian equivalents:

Advertisements (informally ads or adverts BrE) which promote or market a product or service appear in many forms. A billboard (also hoarding BrE) is a large sign placed next to a road with a picture advertising a product on it. Flyers, which are small sheets of paper advertising something, are given out to people in the street. Junk mail is unwanted advertising material that you receive in the post and spam is unwanted emails advertising something. A mailshot is advertising material that a company sends by post to a large number of people at the same time. Commercials are advertisements on TV or radio. Banner ads/web banners are advertisements on a webpage with a link to the website of an advertiser, and a popup is an advertisement that suddenly appears in a separate window when you are looking at a website. When the maker of a product arranges for the product to appear in a film or television programme, this form of advertising is known as product placement.

1. billboard (hoarding)	a) продвигать (товар/ услугу)
2. flier	b) Интернет баннеры
3. junk mail	c) рекламная рассылка
4. mailshot	d) размещение скрытой рекламы
5. banner ads	e рекламный щит
6. web banners	f) спам
7. popup	g)баннеры
8. product placement	j) флаер, листовка
9. commercials	k) коммерческая реклама
10. to promote	l) всплывающее окно

Task 6: As you probably know advertising fulfills four basic functions in society: 1) marketing function,