- •Английский язык guides for advertising Реклама в туризме
- •Introduction
- •1. Learn the following words and word combinations:
- •3. Translate the following:
- •5. Write a short paragraph giving your reasons for your choice. Use the words and word combinations given above.
- •6. Read the following text:
- •1. Learn the following words and word combinations:
- •2. Agree or disagree:
- •2. Now check how well you have learnt them:
- •Interference
- •Volition
- •3. Translate the following:
- •7. Write a story of your own trying to use as many words and ex pressions from task I as possible. Tell it in class. Let your class mates comment on it.
- •8. Look at the Headline of the following text and say what it is de voted to.
- •5. How well have you read the text? Can you answer the following questions?
- •8. Use the text to make word combinations with the following words:
- •9. Find in the text the words that mean the same:
- •10. Insert the missing prepositions. Translate the text.
- •12. Choose the proper form of the verbs given in brackets. Translate the text into Russian.
- •13. Bring different parts of tour advertisements. Analyze all of the parts separately. Try to understand each heading, slogan and copy. After the research has been completed, answer the questions.
- •14. Translate the following into English in class.
- •15. Write a list of dos and don'ts in advertising. Present it to the class. Decide whose essay best covers the topic.
- •1. Learn the following words,
- •4. Give all possible English equivalents of the following words:
- •5. Translate the following into Russian:
- •6. Translate the following into English:
- •8. Answer the following questions.
- •9. Read and translate the text.
- •1. Give Russian equivalents of the follow word combinations:
- •5. Find key sentences in the text. Discuss them with your classmates.
- •6. Retell the text using as many words and word combinations of the unit as possible.
- •7. Translate the following into English in writing:
- •8.Comment on the following and give a list of dos and don'ts for advertising in print.
- •9. Fill in the gaps with the phrases from the box. Translate the text.
- •10. Analyze the following advertisements:
- •2) What tours are advertised in each ad? Which one would you prefer? Substantiate your choice.
- •3) Translate the advertisements into Russian. Preserve the composition of the advertisements.
- •3 Star winter sun offer cyprus
- •2) How many blocks can you distinguish in every advertisemen What are they? 3) Translate the advertisements into Russian. Preserve the position of each of the advertisement.
- •14. 1) Complete the following advertisement. Use the words and word combinations from the box.
- •16. Match the contents and the headlines of the advertisements. What ads' parts are omitted? Which tour would you prefer?
- •17. Try to find an advertisement meeting all the demands. Discuss it with your classmates. Choose an 'ideal' ad.
- •1. Learn the following words and word combinations:
- •2. Read the text below:
- •3. (A) The advertisement in a-column has been mixed and, to arrange them in the right sequence, consult the advertisement in b-coIumn.
- •4. Match the equivalents. What is similar and what is different in these two columns? In what way can you explain this difference in terms of target audience?
- •4. Match the equivalents. What is similar and what is different in these two columns? In what way can you explain this difference in terms of target audience?
- •5. Analyze the following advertisement. Say what kind of tourism is offered here, what target audience is implied. What is your idea about the number of tourists that answered this ad?
- •7. The following information will help you to create your own advertisements. Invent the name of a tourist agency, do not forget about the price. Keep in mind, you should be very persuasive.
- •9. Read and translate the following article. Create several itineraries on the basis of the following article. Present them in the form of advertisements. Keep in mind the target audience.
- •15. The following newspaper advertisements have been mixed up. Them together by rearranging the sections.
- •1. Learn the following words and
- •Incentive
- •3. Translate the following:
- •5. Make up a situation of your own trying to use as many expressions from task I as possible.
- •7. Look at the headlines of the following texts and say what it is devoted to.
- •8. Read and translate the following texts:
- •1. Find in the texts and read the sentences that prove that:
- •2. Give English equivalents of the following word combinations.
- •3. Write 10 statements (true or false) to the texts of the section. Ask your classmates to identify them as either true or false.
- •4. Answer the following questions:
- •6. Find key sentences in the texts. Discuss them with your classmates.
- •7. Retell the texts using as many words and word combinations as possible from task 1.
- •8. Translate into English:
- •2. Translate the following:
- •3. Agree or disagree. Prove your answer.
- •4. Answer the following questions:
- •9. Translate the following into English:
- •2. Now check how well you have learnt them: specific
- •I. Give Russian equivalents of the following word combinations.
- •2. Give English equivalents of the following word combinations.
- •9. Expand on the following.
- •10. Choose the proper form of the verbs given in brackets. Translate the text into Russian.
- •11. Translate the text with the dictionary.
- •12. Translate the text with the dictionary. Discuss the text with your classmates.
- •13. Translate the following into English in class.
- •1. Learn the following words and word combinations
- •2. Give Russian-English equivalents of the following:
- •3. Answer the following questions:
- •4. Read and translate the following text:
- •1. Answer the following questions:
- •4. Find the key sentences in the text. Discuss them in class.
- •5. Retell the text using as many words and word combinations of the unit as possible.
- •6. Read the following text and expand on it.
- •7. Choose the proper preposition to finish off the sentence. Translate the text into Russian.
- •8. Read and translate the text. Say whether you experience the following. Remember that this information can also be used for creating ads. Discuss the contents of the text with your classmates.
- •9.How do you perceive letters and numbers? Are the colors the same for English and Russian vowels and consonants? Discuss it with your classmates.
- •10. Translate the following text into English.
- •11. Write an essay concerning the role of color in your life. Use as many words and expressions from the texts as possible. Tell it in class. Let your classmates comment on it.
- •1. Assess the following advertisement and answer the questions.
- •Viking kirov
- •3. Arrange the blocks of the advertisement in the right sequence.
- •4. Discuss the following advertisement. Discuss the techniques and verbal features used in the advertisement. Translate it into English. Design your own identical advertisement.
- •5. You have looked through a number of advertisements. What advertisement is the most effective?
- •7. Three advertisements have been mixed up. Put them together in writing. Add the omitted parts. Which tour would you choose? Which advertisement is the most effective?
- •8. Translate the following itinerary-advertisements into English.
- •11. 1) Read the following texts. Design advertisements on their basis in English and in Russian. Discuss them with your fellow
- •2) Translate the following texts and add the omitted blocks to turn them into ads.
- •12. Design tour advertisements, use the following parts of the advertisement.
- •13. Translate the following advertisement, add the omitted blocks. Express your opinion about so extreme tours.
- •7 День:
- •14. Make use of verbal and visual means to create an extreme tour advertisement. Present it to the class. In groups of two or three discuss the features that an advertisement should possess.
- •Information (202)289-1995 The Gray Liner Golden Line asi
- •16. A Spa Hotel offers joy to its guests in the following advertisements. Discuss the verbal features and the content of these advertisements.
- •17. Are the following advertisements easy to understand? Are the typefaces (fonts) easy to read? Which add is more persuasive?
- •19 Nights from £1,249 Two nights only £179 special offer from £295 from just £549 Call for details ...
15. Write a list of dos and don'ts in advertising. Present it to the class. Decide whose essay best covers the topic.
Walter Dill Scott said: 'Advertising has as its one function the influencing of human minds. As it is the human mind that advertising is dealing with, its only scientific basis is psychology.' Do you share his opinion? What do you think about the role of psychology in advertising? Write a short essay.
Section 4
STRUCTURE OF ADVERTISEMENT
For the past decade, many business owners have regarded direct mail as the ugly stepsister of print or broadcast advertising. Loud, misleading and cluttered pieces mailed anonymously to millions of prospects only served to reinforce this perception.
Today, however, some of the most innovative and effective advertising is delivered through the mail, and more and more business owners are finding the rewards of direct mail are great if their campaigns are designed with a discerning eye and a realistic strategy in mind.
PRE-READING TASKS
1. Learn the following words,
heading n
заголовок
copy n
основной рекламный текст рекламного ролика, объявления
tag-line п
эхо-фраза
slogan п
девиз, рекламная фраза, в сжатом виде излагающая основное рекламное предложение
reasoning
аргументация
half-word п
аллюзия
title п
заголовок
hint п
аллюзия
leaflet п
листовка; тонкая брошюра, сложенная в несколько раз
brochure n
брошюра, буклет, в виде небольшой книжечки или журнала, где обычно дается туристическая информация или сведения о компании
booklet п
буклет, небольшая книжечка в мягком переплете с информацией различного содержания
prospectus n
брошюра, буклет, в виде небольшой книжечки или журнала, где обычно дается информация о компании
manual п
справочник, руководство по эксплуатации с подробной информацией для потребителей
flyer п
флаер, рекламный листок, который раздают на улице, при входе в метро, магазин
amenities п
благоприятные условия для отдыха
facilities п
эвфем. ванная и туалет, "удобства"
buzzwords п
1. специальные термины, произносимые с целью произвести впечатление на дилетантов;
2. модные словечки
announcement п
объявление, сообщение; извещение
announcement about / of — объявление, сообщение; извещение о чем-либо
formal announcement — официальное сообщение
official announcement — официальное сообщение
public announcement — официальное сообщение
bill n
афиша; реклама, рекламный листок
circular п
реклама; проспект
handbill п
рекламный листок;
Syn: advertisement notice п
объявление (в печати);
Syn: poster, handbill, circular placard n
афиша, плакат; объявление
placard v
использовать плакаты для рекламы
poster п
1. афиша, объявление, плакат Syn: placard, bill;
2. «постер»;
3. расклейщик афиш
poster v
1. афишировать, рекламировать;
2. оклеивать рекламами
target audience
целевая аудитория
freezing-over (of river)
ледостав
husky adj
эскимосский
lettering n
буквы, которыми написана реклама
MS = motor ship
теплоход
outdoors
в полевых условиях
posh adj
шикарный
tips п
полезные советы, памятка
porterage п
плата носильщику
snorkeling п
плавание под водой с маской и трубкой
route runs / lies / passes along
маршрут пролегает вдоль / по
snooker
снукер — вид бильярдной игры
stopover п
1. остановка в пути с правом использования того же билета;
2. билет, допускающий остановку в пути; транзитный билет
trekking п
длительное путешествие, сопряженное с трудностями
truism п
трюизм, избитая истина
epiphora п
эпифора (стилистический прием)
antithesis п
антитеза (стилистический прием)
gradation п
градация (стилистический прием)
last minute deal — «горящая путевка»
to repel v
вызывать отвращение, неприязнь; отпугивать; отталкивать
the odds п
преимущества
to attain trust
вызывать доверие
medium л
способ, средство
to craft v
создавать
to sell at bulk rates
продавать по оптовой цене
cluttered
загромождающий, заполоняющий
an option n
вариант; опция, предмет или вариант выбора
cue п
1. аллюзия, намек (оттенок, отклик) Syn: hint
2. сигнал
indicia п
штампы на почтовых отправлениях
postage п
1. доставка писем по почте
2. почтовая оплата, почтовые расходы
first-class or presort stamps
марки для отправки по почте первым (более дорогим) или вторым классом (дешевле, но срок доставки при этом удлиняется)
postage stamp
почтовая марка
bold type
жирный шрифт
italics п
курсив
Check how well you have learnt them:
heading — эхо-фраза — reasoning — основной рекламный текст — half-word — девиз, рекламная фраза, в сжатом виде излагающая основное рекламное предложение — hint — заголовок — leaflet — брошюра, буклет — prospectus — небольшая книжечка в мягком переплете с информацией различного содержания — manual — рекламный листок, который раздают на улице, при входе в метро, магазин — facilities — благоприятные условия для отдыха — official announcement — buzzwords — афиша — circular — рекламный листок — to poster — афиша, плакат; объявление — placard — расклейщик афиш — target audience — оклеивать рекламами — lettering — в полевых условиях — snorkeling — маршрут пролегает вдоль / по — stopover — длительное путешествие, сопряженное с трудностями — to repel — преимущества — to attain trust — способ, средство — to craft — продавать по оптовой цене — cluttered — вариант; опция, предмет или вариант выбора — indicia — почтовая марка
Match English and Russian equivalents.
to issue/make an announcement |
средства распространения рекламы |
advertisement column |
рекламировать что-л. по радио |
notice board |
опубликовать рекламное объявление |
advertise over the radio |
сделать объявление |
advertising media |
рекламировать что-л. через прессу |
to place/ publish/ run an advertisement for |
раздел объявлений в газете |
advertise in the press |
реклама по радио и телевидению |
broadcast advertising |
рекламировать что-л по телевидению |
advertise on TV |
доска объявлений |