English for Economists

$250,000 to $18 million. Perdue himself became a national celebrity. It was a surprise to the agency when Frank Perdue refused to become the spokesperson for Perdue Chicken Franks. Nevertheless, the ad people found a way to keep him as the keystone of the campaign without having him appear on TV. Once again, the company's investment in advertising paid off handsomely in increased sales.

C. Interpreting information

Answer the questions based on what you have learned. Use the italicized expressions in your answers.

a.Why is New York an efficient designated marketing area (DMA) for Perdue Farms? What is the most efficient DMA in your area?

b.Test your brand-name awareness: Can you name two leading brands of coffee, tea, or juice? Do you have brand-name loyalty for any of these, or do you buy for other reasons?

c.Some chief executive officers (CEOs) have tried to imitate the Perdue advertising campaign by becoming spokespersons for their products, but the strategy to feature the CEO does not often work. Why not? Do you know of any senior executives who have appeared as spokespeople for their products? Was the strategy successful?

c.Think about a TV advertising campaign that is running now. What is the main message of the campaign? What slogan is used to advertise the product? What is the keystone, or central feature, of the campaign? Do the spots use voiceovers, close-ups, or other special techniques? How effective is the ad campaign?

D. Discussion

1.Comment on the quality of the business decisions.

2.Advertising can be an enormously powerful business tool. It is also very costly. In the case of Perdue Farms, advertising was used not only to create a company image but also to transform an industry.

3.The investment in advertising paid for itself many times over.

E. Fieldwork

Report to the class on advertising strategies used in newspapers and magazines in your area.

–Find several examples of ads for food or other products.

–Discuss the ads in terms of achievement, affiliation, power, fear, sex, and

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any other strategies used.

–Compare the cultural values expressed in these ads to those expressed in the Perdue Farms chicken TV ads described in the unit.

WRITING

Part I

Below you’ll read about some techniques used in adverstising. Decide which appeal to you and which don’t.

1.Repetition. The simplest kind of advertising. A slogan is repeated so often that we begin to associate a brand name with a particular product or service.

2.Endorsement. A popular personality is used in the advertisement.

3.Economical appeal. Advertising often appeals to basics such as motherlove, sex, manliness, femininity.

4.Scientific authority. Sometimes the adverts show a person in a white coat i.e. a scientist telling us about a product. More often it mentions “miracle ingredients” or “scientific testing” to persuade us.

5.“Keeping up with the Jones’s.” An appeal to pure snob value. You want to appear to be richer or more successful than yor neighbors.

6.Comparison. The advert lists the qualities of a product in direct comparison with rival products.

7.An appeal to fear or anxiety. This type is similar to 3, but works on our fear.

8.Association of ideas. Cigarette advertising, for example, should be attractive: healthy people smoking in beautiful rural situations (Usually it is accompanied by the words “Smoking is harmful for your health”)

9.Information. If a product is new, it may be enough to show it and explain what it does.

10.Special offers/free gifts. This is a very simple and direct appeal – it’s half price!

11.Anti-advertising. This is a modern version which appeals to the British sense of humour. It makes fun of techniques of advertising.

Part II

Make up advertisements of your own. You may use any of the above mentioned techniques. Remember that you have to persuade and inform, and are not supposed to say anything misleading or untruthful – although of course in this case you are free to invent the name of the company, the details of its service, and so on. The advertisement that follows can serve as an example.

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TRANSLATION

A. Translate the following text from Russian into English

Слово реклама происходит от латинского слова reclamo (выкрикивать). Реклама – это информация о свойствах потребительских товаров и различных видах услуг с целью их реализации и создания спроса на них. Современными средствами рекламы служат печать, радио, телевидение, а также витрины, упаковка, товарные знаки и т.д. Убедить покупателей выбрать тот или иной товар – это основная задача рекламы. Реклама должна быть легко различима в средствах массовой информации. B aнглийском языке реклама обозначается терминами advertising и publicity. Оценивая и выбирая наилучшие изделия, некоторые люди полагаются на рекламу. Убедить покупателя выбрать тот или иной товар – это основная задача рекламы. Эмоциональный отклик на рекламу может быть связан с личными надеждами, страхами и предрассудками человека. Реклама не должна неправильно информировать или обманывать покупателя, а также дискредитировать другие изделия прямо или намеком. Рекламируя товары или услуги, необходимо соблюдать принципы честной конкуренции.

B. Translate the following text from English into Russian.

Radio advertisements and their relationships to their surrounding entertainment programs were exactly the opposite of their modern counterparts, television commercials. In the 30s a company hoping to draw attention to its product was not simply responsible for creating a fifteen-second commercial; it had to provide the entertainment as well, usually fifteen, thirty, or sixty minutes worth of it. About one third of all radio broadcasts were sponsored

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ones, but they were often more memorable because they were under considerable pressure to uniquely stand out and to increase sales of their products.

Today, the most popular television shows, news programs, and, in particular, sporting events command extraordinary fees for commercial time. Television advertisers attach their products to entertainments with wide audiences and therefore hope to benefit from the large numbers of viewers. Тelevision and radio have one extremely important characteristic in common: both reach enormous national audiences that most print mediums cannot even approach.

LISTENING

Listen once to the three radio commercials, which come from music-based radio stations in London.

What are the products and services being advertised?

Now listen again to each of the commercials in turn, as many times as necessary to answer the questions which follow.

Commercial 1

1.Which three aspects of the service are emphasized?

2.What, according to the ad, will be the effect of the first two of them on the customer?

3.Why do you think these three aspects were chosen, and why does the ad use these particular verbs?

4.What is the short, last sentence of the ad?

5.What else does the ad use apart from words?

Commercial 2

1.What is the horror story here, and why?

2.Unusually, the listener is not expected to understand everything that is said in this ad. Why not?

3.The ad mentions home entertainment systems. What other terms does it use instead of the more common stereo, radio, television and recorder?

4.Do you find this ad amusing?

Commercial 3

1.How does the ad give an Italian ‘flavour’? Can you think of any other way in which this could have been done?

2.Which of these three ads do you prefer, and why?

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SPEAKING

Dwell on the following issues:

1.What is the role of advertising?

2.How do you understand the difference between commercial and imageadvertising?

3.Make comparison between advertising and public relations. Do they have anything in common? How are they different?

4.What means of mass communication are used for spreading advertising in society? What is the peculiarity of each of them? When is it better to use one means and when others? Why?. Which of them do you find the most effective?

VOCABULARY

advertising agent – агент по рекламе advertising agency – рекламное агентство advertising media – средства передачи рекламы agreed budget/brief – согласованный бюджет

billboard Am. (hoarding Br.) advertising – реклама на стендах сlassified advertisements – систематическая реклама

depict v – изображать

descriptive advrtising – описательная реклама display n – показ, объявление в рекламе на транспорте

advertisements ~ ads – изобразительные или макетные рекламные объявления

flyer (syn. fly sheet) – листовка, рекламный материал невысокого качества handbill n – рекламный листок

informative advertising – информационная реклама

institutional advertising – рекламирование достоинств организации junk mail – «макулатурная» почта (реклама)

mass media – средства массовой информации

misleading advertising – реклама, вводящая в заблуждение persuasion n – убеждение

spam n практически бесполезная информация (обычно - реклама), принудительно рассылаемая большому числу абонентов электронной почты sponsor n – фирма, заказывающая радио или телепрограмму в рекламных целях; устроитель, организатор; спонсор

subliminal advertising – реклама, действующая на подсознание

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GLOSSARY

·Advertising – any paid form of nonpersonal communication through the mass media about a product by an identified sponsor.

·Word-of-mouth advertising – a form of advertising when people tell their friends about the benefits of products or services that they have purchased

·Institutional or prestige advertising – a form of advertising which is designed to build up their reputation rather than to sell particular products

·Descriptive advertising – gives the most important facts about the product.

·Persuasive advertising – tries to persuade people that the product which is being advertised has a special quality or usefulness which makes it much better than other similar products.

·Adversisement /advert/ad – an announcement in a newspaper, on television, or on a poster about something such as a product, event, or job.

·Commercials – advertisements on the radio and TV

·Classified advertisements (also classifieds or want ads) – small adverts placed in a newspaper

·Junk mail is advertisements that you receive through the post, which you have not asked for and which you do not want.

·Spam is unwanted e-mail advertisements sent to a large number of people.

·Agreed budget/brief – a statement of the objectives of the advertising campaign

·Media plan specifies which media – newspapers, magazines, radio, television, cinema, posters, mail, etc. – will be used and in which proportions

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СПИСОК ИСПОЛЬЗОВАННОЙ ЛИТЕРАТУРЫ

1.Бедрицкая Л. В. Английский для экономистов. – Мн.: «Книжный дом», 2004.

2.Князева Н. И. и др. Экономика. Шаг за шагом. 1-3 ч. – Мн., БГУ, 2000.

3.Коваленко П. И. Агабекян И. А. Английский для экономистов. – Ростов-на-Дону: «Феникс», 1999.

4.Лазаренко А. М. Сосредоточьтесь на экономике. – Мн.: «Лексис», 2003.

5.'Advertising' 4th edition, Mandell (Prentice Hall)

6.Carrier Michael. Business Reading Skills. – Thomas Nelson and Sons LTD. – 1985.

7.Barnard Roger, Cady Jeff. Business Venture. – OUP.

8.Bateman T. S. Management Building. Competive Advantage. – MacGraw Hill Co. – 1996.

9.Burke David. Byz Talk. – Optima Books. – 1993.

10.English for Banking. – Москва: «Менеджер», 1997.

11.English for Business. A Functional Approach. – DP Publications LTD. – 1995.

12.Ivancevich et al. Management. Quality and Competitivenes. – Irwin. – 1994.

13.Jones Leo, Alexander Richard. International Business English. – CUP.

14.Horner David, Strutt Peter. Words at Work. – CUP.

15.MacConnel Campbell R., Brue Stanley L. Macroeconomics.– McGrawHill, Inc. – 1990.

16.Mac Kenzie Ian. English for Business Studies. – Cambridge University Press. – 2000.

17.Mankiw N. Gregory. Essentials of Economics. – Harcourt College Publishers.

18.Parkin Michael. Macroeconomics. – AddisonWesley Publishing Company.

19.The Language of Trade ( glossary of terms) – USIA.

20.Tucker Irving B. Surwey of Economics. – South Western College Publishing. – 2001.

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CONTENTS
ПРЕДИСЛОВИЕ…………………………………………………………………………...3
1. PROFESSION OF AN ECONOMIST.......................................................................	5
2. ECONOMICS AS A SCIENCE………………………………………………….….25
2.1. ECONOMICS AND ECONOMIC METHODS ....................................................	25
2.2. ECONOMIC SYSTEMS.......................................................................................	39
3. THE MACROECONOMY............................................................................................	49
3.1. GROSS DOMESTIC PRODUCT ..........................................................................	49
3.2. INFLATION..........................................................................................................	61
3.3. ECONOMICBUSINESS CYCLES AND UNEMPLOYMENT.................................	77
3.4. BANKING.............................................................................................................	90
3.5. MONEY AND MONETARY POLICY ...............................................................	110
3.6. FISCAL POLICY ................................................................................................	132
4. THE MICROECONOMY............................................................................................	147
4.1. SUPPLY AND DEMAND...................................................................................	147
4.2. MARKET STRUCTURE.....................................................................................	161
5. THE GLOBAL ECONOMY.......................................................................................	176
5.1.INTERNATIONAL TRADE..........................................................................................	176
5.2.GLOBAL MARKET AND DEVELOPING NATIONS................................................	192
6. BUSINESS ADMINISTRATION..............................................................................	208
6.1. COMPANY STRUCTURE..................................................................................	208
6.2. MANAGEMENT................................................................................................	226
6.3. ACCOUNTING...................................................................................................	243
6.4. MARKETING .....................................................................................................	260
6.5. ADVERTISING...................................................................................................	275

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Учебное издание

ENGLISH for Economists

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Тихомирова Л. Б., Князева Н. И., Рунцова Э. В. и др.

Под общей редакцией кандидата филологических наук Н. И. Князевой и кандидата экономических наук Е.Э. Васильевой

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