- •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 ...
2. Now check how well you have learnt them: specific
specific situation specific facial characteristic a specific offer specific guarantee specific sum of money
special
special blend |
to take special care |
special guest |
|
special occasion |
|
special friend |
|
special train |
|
special care |
|
special delivery |
|
special edition |
|
care
to take care of smb. |
great care |
professional |
to put smb in the care of |
painstaking care |
day care |
to be in care of |
special care |
services |
to be under the care |
child care |
|
|
day care |
|
|
great care |
|
|
cares of the day |
|
|
care of motherhood |
|
|
and childhood |
|
trigger
to trigger interest in
prospect
to talk with interested prospects
doorknob
door-hangers on doorknobs doorknob-hanging team
event
a ticketed event
to attend a ticketed event
hand-stamp
a hand-stamp for readmission
strike up
to strike up an acquaintance
to strike up conversations with strangers
windshield = wind-screen
windscreen wiper
to put under windshield wipers
projector
film projector
slide projector
a logo (logotype) projector
motion-picture projector
stunt
to do, perform a stunt a publicity stunt
make
to make a fortune
to make capital out of
to make a living
to make a name
to make money on the book
wire
to be tied with wire to barbed-wire fence
run for
to run for public office
a landslide
to win by a landslide
Translate the following:
A
day care — под наблюдением — cares of the day — крайняя осторожность — specific facial characteristic — специальное, персональное предложение — specific sum of money — to take special care of — быть особенно осторожным — special blend — особо важный гость — special occasion — поезд специального назначения — special delivery — to trigger interest in — потенциальный клиент — to be equipped with all the same tools and props — реклама, которую развешивают на ручках дверей или приклеивают к ним — a ticketed event —штамп/печать, дающие право повторного входа — to be a walking ad — завязать разговор с незнакомыми людьми — deli — стеклоочиститель (ветрового стекла), дворник — a logo (logotype) projector — в конце концов — to seize the public's attention — рекламный трюк — to make a fortune — зарабатывать на жизнь — to make money on the book — to be spray-painted — хорошо знакомое выражение — to run for public office — специально предназначенная сумма денег — to win by a landslide
В
1. Have a care!
2. The work needs great care.
3. This is a special case, deserving special treatment.
4. Our professional day care services are available Monday through Friday.
5. There is a specific tool for each job.
6. Why should you get more? What is so special about you?
7. Forget all the cares of the day.
8. Take care that you don't get involved.
9. Thank you for your kind thought of me.
10. We're having deli tonight.
11. I made a name as a successful advertiser.
12. Every person has his or her own special problems.
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с
1. Он сделал себе имя как преуспевающий менеджер.
2. Забудь все неприятности этого дня. i _
3. Благодарю вас за внимание ко мне.
4. Берегитесь!
5. Сегодня вечером мы ужинаем в какой-нибудь экзотической закусочной.
6. Работа требует особой тщательности.
7. У каждого есть свои проблемы.
3. Answer the following questions:
1. Have you ever heard about purchased word-of-mouth advertising?
2. What is your attitude to various publicity stunts?
3. Have you ever been to a ticketed event? Is it an appropriate place for advertising?
4. Does it work in advertising when you use a walking ad?
5. Do you mind putting ads under windshield wipers of your car?
4. Write a story of your own trying to use as many words and expressions from task I as possible. Tell it in class. Let your classmates comment on it.
5. Look through the following word combinations. It was Roy Williams who suggested some unusual low-cost ways to advertise. They are
self-publishing a book hand stamps
door-hangers on doorknobs purchased word-of-mouth night-time silhouettes T-shirts and vests publicity stunt
flyers under windshield wipers spray-painted signs virtual showroom
6. Read the texts given below and match the ways and their descriptions.
1. If your target is geographically defined, such as a day care or grocery store, print a specific offer on door-hangers and place them on doorknobs in your area. This method will produce results in direct proportion to the strength of your offer. For example: "Professional day care for your little ones" is less likely to trigger people's interest in your day care than "Put your little ones in the care of someone you trust. Our professional day care services are available Monday through Friday ". "Big enough to serve you, small enough to know you ", is less likely to create new shoppers than "Let us wash your car for free while you shop. 8 a.m. to 7p.m. every Saturday at Super Foods ".
2. Build a website to serve as a virtual showroom. It's one of the best advertisements there is. Use it when people call to ask details about your company, your products or your services. "Are you sitting in front of a computer? Good." Most people will be, or can easily walk across the room to one. "Now go to Blahblah.com. Yeah, that's me, there on the right. Now click the button that says 'Equipment.' See that second photo?..." Think of this website as a place where you sit down to talk with interested prospects. Make sure the virtual showroom is equipped with all the same tools and props as your physical showroom. You'll be shocked what it does for the conversion rate of inquiries.
3. My rather successful little ad firm, with its 41 offices worldwide, was launched in 1980 with a t-shirt advertising: «Таке a Break in Your Day. Dial Daybreak. 258-7700.» I could only afford one such printed t-shirt. I wore it a lot.
4. Someone I know recently attended a ticketed event that required a hand-stamp for readmission. The hand-stamp was a delightful little mini-ad for one of the sponsors. Can you imagine a better advertising vehicle for creating personal identification with a brand? There's something about looking down at your own hand and seeing a brand image that's part of you for the evening and knowing that the image has value. You're having fun, the brand is there, and it's part of you. The ink might
wash off, but the impression it makes on the mind doesn't fade so quickly.
5. Hire someone to be a walking ad and ride up and down in the elevators of tall buildings, stand at bus stops, wait at train stations, hang around in coffee shops and strike up conversations with strangers. "Have you tried that new deli over on 4th street? It's awesome". Sounds nuts, I know, but it works.
6. If you need to reach the drivers of pickup trucks, what better way than to send your doorknob-hanging team into parking lots with flyers to put under windshield wipers? Yes, they may get run out of the mall parking lot by that security guard in the golf cart, and don't be surprised if some lonely soul with nothing better to do calls you to complain, but the results are definitely worth it.
7. You've probably never seen one, but that's all the more reason you should do it. Nobody else in your town has seen one either. First, locate a windowless wall at least three stories tall in a part of town that has lots of traffic at night, especially foot traffic. Then arrange with the owner of that building — and the building across the street — to let you install a logo projector. They're unbelievably effective. And in the long run, cheap. In some situations you can even use an old slide projector to achieve the desired effect.
8. Nothing is quite so powerful as a publicity stunt that seizes the public's attention. Going for inclusion in the Guinness Book of World Records requires a lot of work, but holding a world record has tremendous value. One fellow recently dropped a golf ball at the edge of Mongolia, then whacked it 1,234 miles all the way to the other side. The journey required 12,170 swings of the club, 90 days and 510 lost balls. He was interviewed on The Tonight Show with Jay Leno, The Today Show, CNN (Cable News Network), CNN International, CTV (Canadian Television network), Cold Pizza, and Tour Sunday. Articles were published about him in The New York Times, the Times of London, and the Associated Press issued a worldwide story about the exploit. Outside Magazine featured him as one of the 25 Coolest People Now, the Men's Journal put him in their Hall of Fame, National Public Radio interviewed him.
9. Nothing screams "expert" quite so loudly as a book written about a subject. You simply can't imagine the power of your name on the cover of a book. It's an advertisement for your company that'll last forever. So write a book that proves you're an expert, get an ISBN number, register it with the Library of Congress, pay a printer to print your book, then sell it on Amazon.com. You might only sell a few copies online, but the copies you give away in your town will make you a fortune. You won't make money on the book. You'll make it because of the book.
10. In the early 1970s "Hamp Baker says Drive with Care" was spray-painted on car hoods salvaged from crumpled automobiles, then those hoods were tied with wire to barbed-wire fences along roadsides here and there. Nobody in Oklahoma knew who Hamp Baker was, but his name was soon a household word. When he later ran for public office, he won by a landslide.
AFTER-READING TASKS