I. Give Russian equivalents of the following word combinations.

to print a specific offer

to serve as a virtual showroom

interested prospects

a delightful little mini-ad for

advertising vehicle for

parking lots

with nothing better to do

a windowless wall

to install a logo projector

to achieve the desired effect

to require a lot of work

a worldwide story about the exploit

spray-painted

here and there

2. Give English equivalents of the following word combinations.

создать вебсайт воздействовать на сознание

стоянка для машин у супермаркета

охранник

виртуальный демонстрационный зал

футболка с надписью

продать ч-л через Интернет благодаря книге разбогатеть

заработать деньги от продажи книги

вдоль дорог

трехэтажный

определенно заслуживать этого

невероятно эффективно

быть обладателем мирового рекорда

обложка книги

длиться бесконечно

Answer the following questions:

1. What new unusual low-cost ways to advertise have you learnt from the texts?

2. What are the pros and cons of self-publishing a book?

3. How effective are T-shirts and vests for advertising?

4. Are spray-painted signs typical today?

5. Is it easy to build a virtual showroom?

3. Now think of the questions of your own to the rest of the text.

4. Find key sentences in the text. Discuss them with your classmates.

5. Give definitions to each of the new low-cost ways of advertising. Discuss them in class.

6. Retell the text using as many words and word combinations of the unit as possible.

7. Read the following text and use the information to create your own ads.

As every professional politician and public relations man knows words have the power to entice, persuade and motivate people into a specific course of action.

When used in your advertising material, such words can be almost irresistible. Here are 9 "Power Words" for you to try out.

1...SECRET (or little-known) used either alone or together (little-known secrets) are both "Power Words" that appeal to the curiosity of the reader. "What does he know that I don't" Few people blame their lack of success on their own efforts (or lack of effort), so they are comforted by the thought that they are failing because they have been denied vital information.

2...SYSTEM appeals to the desire for simplicity and lack of real effort required. If someone already has a system in place, «all I have to do is put my name on it and plug it in!»

3...NEW (or Improved) appeals to the sense of urgency. If something is NEW then you have to get it fast before everyone else does to maintain your competitive edge. Strangely a laundry product has advertised for many years that it was "New and Improved". It's difficult to see how it could be both, at the same time, but it shows the power that both these words have that the advertiser decided to use them together, as re-enforcement for each other.

4...POWER is itself a "Power Word" suggesting that if only the reader had the knowledge that you have, he/she would be able to accomplish anything.

5...MAGIC is almost interchangeable with power, but it also suggests that an objective can be reached without effort. This appeals to both the lazy (like me) and the impetuous who want to attain their goal immediately. There is a natural tendency to assume that any one who makes his living in Advertising and Promotion must know something that is hidden from the rest of the world. Some arcane formula like "ABRACA- DABRA" or "Open Sesame" that magically transforms them into "gurus" or "prophets", that we must slavishly follow.

6...IMMEDIATE, of course suggests that something can be done instantly. This again appeals to the sense of urgency, and has a magic-like ring to it. Why wait — have it NOW !!

7...INSIDER suggests that the writer has information that cannot be known to the world at large, therefore if you will only pay for this you can attain an edge on the rest of the competition.

8...FREE (note: this often appears as FR~E in ads because of the ISP filters that seem to abound today this word included in any headline will increase acceptance of your message — but make sure that when you say FR~E that you mean FR~E. If you attempt to charge for something that you have advertised as FR~E, you will lose all credibility.)

9...YOU (The reader is only interested in the potential benefit that he/she will receive from your product. The old advertising maxim is still valid "Sell the sizzle not the steak". Look carefully at your product and think of all the reasons that I, or anyone else would benefit by owning it.)

8. Now you know that in direct response advertising, there are a number of magic words which can help create effective messaging that gets results. Decide which words are magic and use them in a purposeful way that can help you generate interest and response.

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