- •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 ...
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:
В рекламном тексте традиционно выделяют четыре основные части: слоган, заголовок, основной рекламный текст, эхо-фраза. Однако наличие всех этих элементов в одной рекламе не обязательно.
Слоган — рекламный девиз, его задачей является привлечение внимания и активизация к действию потребителя. Слоган должен соответствовать рекламной теме, быть простым и запоминающимся. Слоган может эффективно «работать» без торговой марки и логотипа. Заголовок — самая важная вербальная часть рекламного сообщения, объединяет обращение к потребителям и основной рекламный аргумент. Он содержит информацию, которая определяет интерес потенциальных клиентов к дальнейшему прочтению рекламы. Заголовок должен направлять интерес потребителей на сам продукт, иногда он выполняет функцию основного рекламного текста.
Основной рекламный текст, располагающийся после заголовка, должен быть прост, краток и подавать сообщение с энтузиазмом. Первая и последняя фразы запоминаются прежде всего. При создании заголовка и основного рекламного текста необходимо учитывать мотивы потребителей, благодаря которым они приобретают конкретный товар или услуги.
Эхо-фраза, следующая за основным рекламным текстом, является одним из важнейших компонентов печатной рекламы. Она воспроизводит главную мысль основного рекламного текста и придает законченность всему рекламному сообщению.
Взаимоотношения между компонентами рекламного текста — сложные, наилучшими сочетаниями являются следующие: заголовок + торговая марка/логотип; торговая марка/ логотип + слоган. Печатная реклама, как правило, завершается торговой маркой/логотипом; или торговой маркой/логотипом вместе со слоганом; или торговой маркой/логотипом/ фразой, специально созданной для этой рекламы.
В рекламном сообщении используют такие фигуры речи, как: аллюзия; анафора; эпифора; антитеза; градация.
8.Comment on the following and give a list of dos and don'ts for advertising in print.
Even if you hire a freelancer, knowing what goes into a good copy is an essential part of successful advertising. Copy needs to emphasize benefits, not features. A feature is what the service is or what it does. A benefit tells customers what's in it for them. State your offer in clear terms. Appeal to your target audience's desire for style, status, popularity, savings and fun. Tell them how your services will make their lives better. Spend at least as long working on the headline as you do on the body copy. The headline and illustration have to work together — combined they are about 60 percent to 75 percent of the ad's effectiveness.
Your headline should not tease the reader. Don't say, "Looking for the ultimate in tanning?" Say, "Enjoy a summer tan year-round. Open 7 days! " Remember, your purpose is to bring customers into your store, not to entertain. Our panel of advertising experts also offered these points to remember in writing good copy:
Use your unique selling proposition. Throughout your campaign, emphasize the one thing you want customers to know about your shop-price, quality, selection or convenience: "Five locations to serve you", "Your complete tanning headquarters". Remember your target audience. Write your ad as if addressing one customer. Use the word "you". Call your prospects by name: "College students ... Ask about our special discounts".
Pick the right services to advertise. The Newspaper Advertising Bureau suggests these guidelines: your most profitable services, "hot" or trendy services, your best values, services with new value, and services typical of your salon. Decide on one goal for each ad and make sure every word in the ad reinforces that goal. Use short paragraphs, sentences, words.
Be specific. Don't say, "Low prices", say "Tanning from $5 a session". Use proven "magic" words and phrases as high-impact, reader-stoppers. Try to get them into the headline: Free, New, You, Love, Results, Announcing, Save, 50% Off, For a Limited Time Only.
Don't forget the basics. Include your salon name, location, phone number, hours, credit cards accepted and dates of the sale. Close the deal. Tell the reader to act now with a call to action: "Call today for your appointment", or "Stop in this week and ask for your free gift".