1 Paragraph

to stem происходить от

to predict предсказывать

eventually в конечном итоге

to revolt поднять восстание

because of из-за

poverty нищета

2 paragraph

significantly значительно

to cut off отрубить, отсечь, отрезать

decision решение

to raise wages поднять зарплату

magnification увеличение

to increase – to decrease увеличивать - уменьшать

consumption потребление

3 paragraph

^.whileтогда как, пока

possibleвозможно

almostпочти

tobuy–tosellпокупать-продавать

habitпривычка

4 paragraph

inparticularв частности

recentнедавний, последний

to pay attention обращать внимание

previously ранее

to conduct a study проводить исследование

to purchase покупать

low - high низкий - высокий

price цена

availability доступность, наличие

5 paragraph

to cite цитировать, приводить(данные)

to support поддерживать

opinion мнение

to note замечать

to promote продвигать, содействовать продаже какого-л. товара

to result in приводитьк

failure. провал

to expect ожидать

ugly безобразный

amount количество

to get smb. do smth. заставить кого-то сделать что-то

6 paragraph

conversely наоборот

since с, с тех пор как, так как

until до тех пор, пока не

Упражнение 1.Ответьте на следующие вопросы:

1. Do you think advertising is as effective as it thought to be?

2. Did you purchase the product advertised? If not, have you ever bought a product because you have seen the advertisement?

3. What is the most shocking advertisement you have seen?

Прочитайте и переведите текст:

Text 8. THEORIES OF ADVERTIZSING EFFECTIVENESS 1

^1. The modern role of advertising stemmed from the nineteenth-century social and artistic crisis. Karl Marx had predicted in the nineteenth century that workers in capitalist countries would eventually revolt because of poverty and exploitation.

^2. Two steps significantly cut off such a revolution in twentieth-century America. One was the decision by industrialists to raise wages to the point that the worker could become a consumer. The second was the magnification of advertising so that it could motivate workers to increased productivity and consumption.

Minimal effect theory.

^3.While some believe that advertising makes our mass production-consumption culture possible, others think that advertising has almost no effect on consumer buying habits.

^4. The effectiveness of television advertising, in particular, has come under study in recent years. Advertising researchers have found that while people may have a television on¹ at their homes much of the time, they pay less attention to it than previously believed. A study conducted by Gerard Tellis, a University of Iowa professor, found that examination of products purchased by a study group of 250 people showed very little correlation with the advertisements they saw on television. A greater correlation was found between lower prices and the availability of coupons.

⁵. Schudson cited numerous examples to support the opinion that advertising doesn’t automatically increase sales. He noted that heavy advertising by the Ford Motor Company to promotethe Edselresulted in failure.The Edselappeared on the market in 1957 as the most heavily promoted consumer product in history. The company expected to sell 200,000 cars its first year but when it took the product off the market two years later, only 109,000 had been sold. The car was ugly, and no amount of advertising was going to get people to buy it.

^6. Conversely, he noted that the Hershey Foods Corporation has been a chocolate industry leader since the turn of the century², even though it didn’t start advertising until 1970. Schudson also noted that that the two largest selling products in American popular culture – marijuana and cocaine – are never advertised.

(1800)

Примечания

1. have a television on - телевизор включен

2. the turn of the century – на рубеже веков

Упражнение 2.Найдите синонимы:

to stem	want, need
to predict	to arise
poverty	increase
magnification	to buy
to purchase	deformed
ugly	forecast, foresee

Упражнение 3..Подберите наиболее удачный эквивалент для выделенных слов:

1. Karl Marx had predicted in the nineteenth century that workers in capitalist countries would eventually revolt because of poverty and exploitation

1. The workers in capitalist countries would eventually obey the rules.

2. The workers in capitalist countries would eventually rebel trying to change the situation.

2. Examination of products purchased by a study group of 250 people showed very little correlation with the advertisements they saw on television.

1. The products purchased by a study group depended to some extent on the advertisements they saw.

2. The products purchased by a study group did not depend on the advertisements they saw.

3. The Edsel appeared on the market in 1957 as the most heavily promotedconsumer product in history.

1. The car was the most intensely promoted

2. The car was the most slowly promoted

4. Hershey Foods Corporation has been a chocolate industry leader didn’t start advertising until 1970.

1. Hershey Foods Corporation started advertising only in 1970.

2. Hershey Foods Corporation has been a chocolate industry leader didn’t start advertising after 1970.

Упражнение 4 Дайте ответы на следующие вопросы:

1. What makes our mass production-consumption culture possible according to some people’s beliefs?

2. What do other people believe in?

3. Do people pay much attention to television when it is on at their homes?

4. What did a study conducted by Gerard Tellis, a University of Iowa professor, find?

5. What conclusion did the sociologist Michael Schudson make?

6. What example did Schudson cite to support the opinion that advertising doesn’t automatically increase sales?

7. Could any amount of advertising get people buy the Edsel? Why?

8. Did the Hershey Foods Corporation advertise until 1970? Why?

9. What other examples did Schudson give?

Упражнение 5 Прочитайте текст, определите, какие утверждения соответствуют его содержанию

1. Jazz Age of the 1920s is normally associated with misbehavior.

2. The first smoking ads directed toward women was against smoking.

3. When jogging, aerobic exercises and tennis became popular recreations in the 1980, fashionable clothes for these activities started being advertized.

Cutting Edge Theory

The advertising industry is often on the cutting edge (острие) of new cultural developments and trends in our society. For example, when cigarette smoking by women started to become fashionable and suggestive of naughtiness (непокорность) during the Jazz Age of the 1920s, the advertising industry was there to reflect the new trend. One of the first smoking ads directed toward women was forChesterfieldcigarettes in 1926. It showed a romantic couple at night, with the man smoking and the woman sitting next to him. The caption read:”Blow some my way”. When jogging, aerobic exercises and tennis became popular recreations in the 1980s, a glance at magazines showed much money being spent on advertisements for fashionable clothes for these activities.

(600)

UNIT 8 THEORIES OF ADVERTIZSING EFFECTIVENESS 2

Слова и выражения для запоминания: