- •Федеральное агентство по образованию
- •1. Note the pronunciation of the following words:
- •2. Watch the pronunciation and spelling of these words:
- •1.Match the words and definitions from the columns; use them in the examples of your own:
- •2. Find in the text English equivalents to the following Russian words and word- combinations; restore their context
- •3. Find the odd-one out
- •4. Fill in the gaps with the words from the exercises above
- •5. Design your own exercises to make your group mates practice the words and phrases from this text.
- •1.Read the text once again and decide which of the sentences are correct and which are wrong. Correct those that are wrong
- •2. Answer the following questions on the text
- •3.Make up the summary of the text using the following words and word-combinations
- •1. Translate the following text from English into Russian
- •2. Read the following text, translate the Russian words and word-combinations into English, consult the dictionary if necessary The Epoch of Advertising Growth
- •1. Complete the following sentences with the ideas from the text
- •2. Read the text once again and answer the following questions
- •1. Translate the following words from Russian into English and use them in the sentences of your own
- •2. Match the following words with their definitions
- •3. Fill in the blanks with suitable words and expressions from the previous exercises
- •4. Say the following sentences in your own words paying attention to the italicized parts of the sentences
- •1. Say whether the statements are true or false
- •2. Answer the following questions
- •1. Find Russian equivalents to the following words and expressions from the text
- •2. Translate the following sentences from Russian into English using the lexical units from the previous exercise
- •3.Explain the meaning of the following words and phrases:
- •1.Choose the most successful advertisement and discuss what made it so successful.
- •2. Give your own examples of the most successful advertisements. Analyse them from the point of view of its content, target audience, approach to an advertising campaign and types of media.
- •1. Study different styles of presenting messages and think which of them could be more preferable. Give arguments for your answer.
- •Illustrate the above given techniques with the examples of your own. How effective are the advertisements?
- •1. Why is the headline crucial for an advertisement?
- •2. What parts does the body copy consist of?
- •2. Complete the table
- •3. Make up the summary of the text using the information from the table in the previous exercise.
- •1. Find English equivalents to the following words and phrases from the text
- •2. Explain the meaning of the following terms mentioned in the text
- •3. Fill in the blanks with suitable words from the exercises above
- •4. Give antonyms to the following words from the text.
- •1. Prepare a presentation on the topic “Tips for creating an effective advertisement”.
- •2. Make up a dialogue.
- •Что такое хороший рекламный текст
- •Informative Reading Cherry 7-up targeted at Youth Market
- •1.Read the following text, translate the Russian expressions into English, consult the dictionary if necessary. Fill in the gaps with the words given before the text
- •Advertising
- •2. Answer the following questions
- •Vote for the most effective advertisement and choose the best one.
- •Теория рекламы (часть 1)
- •603950, Нижний Новгород, пр. Гагарина, 23
- •603600, Г. Нижний Новгород, ул. Большая Покровская, 37
3. Fill in the blanks with suitable words and expressions from the previous exercises
………… is the major means that stimulates the trade and allows the ………… to choose among a wide range of different products and ………… .
The …………. objective of an …………… …………… is to promote the product and to encourage as many …………… as possible to …………. them.
The media-planner should search for the most cost-effective …………. .
In developing an ……….. ………… marketing managers always start by determining the ………… ………… of the campaign, its ………… audience and consumer motives.
The ………… of the message depends on the type of product.
The advertiser should choose the most ……………. media.
All advertisements should …………. to the principles of … …….generally accepted in business
4. Say the following sentences in your own words paying attention to the italicized parts of the sentences
The type of product and the place of its sale determine the main ideas and opinions of the message.
The British Code of Advertising Practice has created rules and orders to control the content of advertisement.
According to the basic document of advertising all ads should be lawful, appropriate and upright.
Besides advertisements should correspond with the principles of fair competition.
Speaking
Give the plot of the text in a summary of 15-20 sentences.
Talking Point
1. In groups of 3-4 discuss the major requirements an ad should meet. Which of them do consider the most important ones or achieving the best results? Which of them should be neglected?
2. Conduct a survey. Choose 8-10 advertisements from different kinds of mass media. Analyse them and say to what extent they meet the requirements mentioned in the text. Share the results of your investigation with the class.
3. Try to find an example of the advertisement you consider effective and productive. Explain your choice.
Part 2.”The Message of Advertisement”
Pronunciation
Watch the pronunciation of the words and phrases from the text
Designing
deliver
approach
extensive
intensive
features
affect
announcement
concise
association
response
Warm-up
1. Study the following definitions to the word message. Say what they have in common
An important or main idea.
(Longman Dictionary of English Language and Culture)
The idea or point that people are trying to communicate.
(Collins Dictionary for
Advanced Learners)
2. What is understood by the message of advertisement?
3. In your opinion, what does the impact an advertisement produces on the audience depend on?
Reading
Read the text and find what factors the content and forms of an advertising message depend on.
In principle, the product’s message should be decided as a part of developing the product concept. The message expresses the major benefits that the brand offers. Yet even within one concept there can exist a number of possible messages. Over time, a marketer might alter the message without changing the product especially if consumers are seeking new or different “benefits” from the product.
In designing the message an advertiser will need to consider the following questions.
What is the content of the message? This will depend on the type of the product and the market in which it is to be sold.
Who is the receiver? The message may be directed at a particular group of the population, in which case it may have to be delivered in a particular way using a certain media.
Who sends the message? Very often large firms use celebrities that they think are appropriate for the product.
What is the timing and the number of messages? An advertiser has the choice between two approaches to an advertising campaign. It can be extensive, where the object is to reach as wide an audience as possible using different media. On the other hand, it can be intensive, where the object is to reach a particular group repeatedly (e.g. products such as lager, coffee, washing powder are advertised intensively on TV).
Thus, the basic content and form of an advertising message depend on several factors. The product’s features, uses and benefits affect the message’s content. Characteristics of the people in the advertising target – their sex, age, education, race, income and occupation influence both the content and the form. The choice of media also affects the content and form of the message. Effective outdoor displays and short broadcast spot announcements require concise and simple messages. Magazine and newspaper advertisements can include much detail and long explanations.
The message’s impact on the audience, however, depends not only on what is said but also on how it is said. Some ads concentrate on rational positioning and others on emotional positioning. American advertisements, for example, present some distinguishing features or benefits designed to appeal to the rational mind: “Gets clothes cleaner”, “Brings relief faster” etc. Japanese advertisements are more indirect and appeal to the emotional mind. An example was Nissan’s Infiniti car advertisement which showed not only the car but beautiful scenes from nature aimed at producing an emotional association and response.
Scanning