- •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 ...
1. Find in the texts and read the sentences that prove that:
1. newspaper advertising is a good way to reach a large number of people;
2. your print ad costs will depend on a lot of things;
3. if you find dailies to be too expensive, you can save money;
4. newspaper ads are sized according to a very set formula;
5. many papers have special sections;
6. advertising on local stations and, especially, on cable television is rather affordable;
7. it is important to educate yourself about the media;
8. rates vary widely depending on the size of the market;
9. TV stations charge you to produce your commercial, while radio stations will put your ad together for free;
10. the published rates offered by TV and radio stations are often negotiable.
2. Give English equivalents of the following word combinations.
to advertise one item to advertise one sale people aged 45-plus younger demographic groups to target one's ads to to run ads
to quote you prices and deadlines
to provide to the subscribers
to carry news
free color printing
the bottom section of an ad to drive people to advertising on local stations to have a clear understanding of
advertising representatives
to establish a target market
to run ads
sales manager
a list of available spots
to produce a commercial to vary widely prime time
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:
1. They say that newspaper ads are sized according to a very set formula. What is it?
2. Why are the publications in daily papers the costliest?
3. What are the things your print ad costs will depend on?
4. Do you agree that newspaper advertising is still the first kind of advertising that businesses think about doing?
5. What special sections are there in both daily and weekly papers?
6. What is important for newspaper advertising?
5. Look through the text Radio and TV Advertising, write 7 questions to the text. Ask your classmates to answer them.
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:
Реклама на радио
Радиореклама, благодаря своим специфическим особенностям, является очень эффективным средством для достижения определенных целей в комплексной рекламной кампании вашего товара.
Что выгодно отличает радиорекламу?
• Мобильность радиорекламы: ее большое время нахождения рядом с потребителем (радио играет в машине, в офисе, дома, в общественном транспорте, кафе и магазинах).
• Легкость восприятия — радио можно слушать, занимаясь при этом другим делом, восприятие информации не требует специального времени.
• Радио является отличным средством вовлечения покупателя в вашу рекламную кампанию: проведение различных конкурсов или опросов позволяет получать обратную связь через телефонные звонки — просто и доступно.
• Большая тематическая сегментация радио (более 500 радиостанций по России), что позволяет рекламным сообщениям точно достигать свою целевую аудиторию.
• Радиореклама заставляет работать воображение, что делает информацию более эффективной для определенной части аудитории.
Реклама в прессе
Преимущества рекламы в прессе:
• пресса повсеместна, она есть везде в отличие от ТВ и радио; информация лучше воспринимается и запоминается визуально; ее нельзя «убрать» переключением канала;
• продолжительность восприятия: ее можно перечитать, обдумать, сравнить, сохранить;
• пресса сегментирована тематически, поэтому реклама гарантировано попадает к целевой аудитории.
Всем известна сила печатного слова. В тандеме с хорошим дизайном и текстом она приобретает еще большую эффективность, занимая приоритетное место в рекламных средствах.
9. Discuss pros and cons of each type of advertising in a dialogue.
10. Make a list of all pros and cons of each type of advertising.
11. What is the best type of advertising in your opinion? What is the best combination? Write an essay to substantiate your choice.
12. Design one of the following ads: a newspaper ad, an advertorial, a direct mail ad, a radio ad or a TV commercial. Think of a transit ad too. Prepare a presentation in class. Choose the best ad.
Section 7
FUTURE OF ADVERTISING
Advertising on mobile phones is a new business. But marketers are beginning to talk about it more and more. Some say it is destined to replace not only internet advertising, but also television, radio, print and billboards, the four traditional pillars of the business.
PRE-READING TASKS
1. Learn the following words and word combinations:
promised land
земля обетованная to hail v
провозглашать, называть a marketing wizard
специалист в области рекламы
fad п Syn: vogue
прихоть, причуда; фантазия; конек; преходящее увлечение чем-л.
the latest fad — «последняя фишка», модная вещь, новинка
the newest fad — «последний писк моды»
a passing fad — выходящее из моды
to be full of fads and fancies — иметь массу причуд и фантазий
hyperbole п
преувеличение, гипербола (стилистическая фигура) to supplant л Syn: replace
выжить, вытеснить; занять (чье-л.) место (особ, хитростью)
handset п
телефонная трубка nifty adj АтЕ slang
1. модный, щегольской; стильный nifty clothes — модная одежда
2. ловкий, искусный, находчивый Syn: clever
3. отличный Syn: smart, fine, splendid
annual expenditure
ежегодные расходы
better yet
еще лучше то, что ...
relevance я
релевантность; значимость; существенность; важность
to tailor v
pilot я
1. хвастать(ся), похваляться
pizza parlour
вторжение, насильственное проникновение
to be annoyed by the intrusion — проявлять раздражение по поводу вторжения в личную жизнь
tying (от to tie)
привязывание, приобщение
2. гордиться to undermine v подрывать unsolicited
предоставленный добровольно
пиццерия generic search results
результаты общего поиска middleman
комиссионер; агент, посредник
precisely adv
точно, строго, пунктуально
to launch a service
выпускать на рынок новый вид услуг
tricky adj
сложный; мудреный
browsing я
просматривание, поиск информации
footage п
отснятый материал фильма
to punctuate v
перемежать (чём-л.), вмешиваться, прервать
to boast (of, about; that) v
первый, пробный выпуск программы или передачи; пилотный выпуск
device л
устройство, приспособление; механизм; аппарат, машина, прибор
prompt complaints
вызывать жалобы to yield v
приводить к чему-л. intrusion л
unsolicited — пробный выпуск программы или передачи — device — вызывать жалобы — intrusion — пиццерия — generic search results.