11 Paragraph

trend тенденция

diverse разнообразный

instead of вместо

exclusively исключительно

to feature изображать

male - female мужской, женский

decade десять лет

to appear появляться

to embrace охватывать

rainbow разноцветный

knitwear трикотаж

to launch начать,запустить

arm in arm вместе

cutting edge острие

to reflect отражать

2 paragraph

to blame обвинять

goods and services товарыиуслуги

to argue возражать

merely просто

3 paragraph

to get to do заставитьсделатьч-л

to involve включатьвсебя

to run (an ad) разместить

commercial рекламныйролик

complexity сложность

stage стадия

awareness знакомство, информированность

trial проба

reinforcement закрепление

4 paragraph

through через

repetition повторение

technique метод

consumer потребитель

to be aware знать, быть знакомым to exist существовать

to generate порождать,давать

5 paragraph

to induce вызывать

make smb. do smth. заставить

to send посылать

free свободный, бесплатный

sample образец

mail почта

to give out раздавать

store магазин

discount скидка

offer предложение

price цена

reduction сокращение

6 paragraph

necessary необходимый

regular обычный

unlessесли не

constantlyпостоянно

toremindнапоминать

topleaseудовлетворить

probablyвероятно

thusследовательно

according to согласно

to establish упрочить, укрепить

however однако

to cut сокращать

likely вероятно

to reduce уменьшить

Упражнение 1.Ответьте на следующие вопросы:

1. What is the funniest advertisement you have seen? Describe it.

2. What makes an ad memorable?

Прочитайте и переведите текст:

TEXT 8 THEORIES OF ADVERTIZSING EFFECTIVENESS 2

¹ Another trend in advertising that began in the 1980s was the use of ethnically diverse models. Instead of exclusively featuring blond Caucasian¹male and female models, as had been the case²for decades, a variety of ads began appearing in magazines, newspapers and on television that featured African-Americans, Asian and Hispanics³. One of the first advertisers to embrace this rainbow look was the Italian knitwear maker Benetton who launched its “United Colors of Benetton” ad campaign featuring youth of diverse nationalities standing arm in arm. The advertising industry was again on the cutting edge reflecting our ethnically diverse culture.

² Although some critics blame advertising for creating new cultural trends in order to sell more goods and services, others argue that the message industry merely reflects cultural changes.

A-T-R Model

³ Getting a person to buy a product involves far more than simply running an ad in a newspaper or a commercial on TV. To describe the complexities of advertising, we will use the A-T-R model, which shows that there are three main stages in the selling process: awareness, trial and reinforcement.

⁴ Awareness is the easiest step. Through repetition and other advertising techniques, consumers can be made aware that a product exists. Usually the bigger the advertising campaign, the more⁴awareness is generated.

⁵ Trial, the second step, is much more difficult to induce. Merely advertising a product is not necessarily going to make someone try it. As a result, many companies use other techniques to get people to try the product, including sending free samples through the mail or giving them out in stores, giving away discount coupons and offering price reductions.

^6. Reinforcement is the necessary third step to get users to buy the product again. Studies have shown that after people try a new brand, they usually go back to their regular brand unless they are constantly reminded about the new brand by effective advertising.. If the product doesn’t please the customer, he or she will probably never purchase it again. Thus, according to A-T-R theory, increasing the advertising budget after a product is established will not necessarily increase new sales. However, cutting the budget will likely reduce sales because reinforcement will be lost.

(1900)

Примечания

1. Caucasian - белый, белокожий, принадлежащий к европеоидной расе

2. this is the case – дело обстоит так

3. Hispanics - латиноамериканцы

4. he bigger … the more – чем больше … тем больше

Упражнение 2 .Найдите синонимы:

cutting edge	a television or radio advertisement
commercial	assign responsibility for a fault or wrong
awareness	the process of encouraging or establishing a pattern of behavior, esp. by encouragement or reward
trial	the latest or most advanced stage of development; innovative or pioneering
reinforcement	knowing and understanding a lot about what is happening in the world or around you
to blame	a test of the performance, qualities, or suitability of someone or something

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

1. Instead of exclusively featuring blond Caucasian male and female models, as had been the case for decades, a variety of ads began featuring African-Americans, Asian and Hispanics.

1. Ads did not feature blond Caucasian male and female models anymore.

2. For decades advertisements featured only blond Caucasian male and female models.

2. Benetton launched its “United Colors of Benetton” ad campaign featuring youth of diverse nationalities standing arm in arm.

1. Ad campaign featured young people of diverse nationalities closely allied by common interests.

2. Ad campaign featured young people of diverse nationalities standing with arms linked.

3. The advertising industry was again on the cutting edgereflecting our ethnically diverse culture.

1. The advertising industry was again reflecting the latest or most advanced stage of development of our ethnically diverse culture

2. The advertising industry was again advertising the sharp edge of a tool's blade for our ethnically diverse culture.

4. Usually the bigger the advertising campaign, the more awareness is generated.

1. Awareness depends on the scope of advertising campaign.

2. There is no correlation between the scope advertising campaign and awareness.

5. However, cutting the budget will likely reduce sales because reinforcement will be lost.

1. Cutting the budget will most probably reduce sales.

2. Cutting the budget will not necessarily reduce sales.

Упражнение 4 Дайте ответы на следующие вопросы:

1. What were the trends in advertising in 1980?

2. What do Caucasian males and females look like?

3. Does advertising create new cultural trends or merely reflect them?

4. What do the letters A-T-R stand for? (e.g. – A-T-R model)

5. What are the three main stages in selling process according to A-T-R model?

6. Is there any connection between the advertizing campaign and awareness?

7. What are the techniques used to get people to try the product?

8. Is it wise to cut the advertising budget after the product is established? Why?

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

1. Nathan Fowler advised to direct advertising messages to women because they are more emotional.

2. Advertisers present us with specific detail about their products so that we can compare their products with other products.

3. Advertisers use images of glamour and sex appeal; all kinds of humor; appeals to our longings for stronger bonds of family, friendship and community; as well as promises of leisure, self-improvement, and success.

4. Advertisers also use music, contests, special promotions as well as color, composition and compelling graphics to make their ads effective.

Market research began as early as 1891 when Nathan Fowler analyzed consumer patterns(модели) and recommended in Advertising Age that because women make most of the purchasing decisions of their household, manufacturers would do well to direct their advertising messages to them. Since then, ads were increasingly targeted to specific audiences.

Advertisers have deployed a range (ряд) of strategies to reach these audiences. Increasingly, they have emphasized experience (опыт) over information. Rather than present us with specific detail about their products—specifics we might think about and compare with the specifics of other products—most ads present us with emotional appeals (призывы), seducing (соблазняя) us with images of desirable people, places and experiences. Advertisers deploy various strategies to do so. They seek to give power and personality to technological products and to corporations. They also use role models and celebrity endorsements (продвижение знаменитостями); images of glamour and sex appeal; all kinds of humor; appeals to our longings (тяга) for stronger bonds of family, friendship and community; as well as promises of leisure, self-improvement, and success. Advertisers integrate catchy popular music and rope us in (заманивать) with contests and special promotions. They also attract our attention by manipulating the visual elements from color to composition to compelling graphics.

(1100)