5. How well have you read the text? Can you answer the following questions?

1. Is it possible to be a "rational" consumer, when confronted with the available range of advertising and promotional techniques? Can purchasers make reasoned choices?

2. What is the function of advertising according to Walter Dill Scott? How did he substantiate it? What was the primary determinant of human action according to W.D. Scott?

3. What roles do memory, feeling, sympathy, instinctive action, volition, habit, and attention play in designing advertisements?

4. What principles increase the memorability of an advertisement? Dwell on each of them.

5. How do pleasure and pain effect suggestibility? What did W.D. Scott offer to do to elicit pleasure in the advertisement reader?

6. What was sympathy for Scott? How did sympathy increase the power of suggestion?

7. What is motivation? What did the effective advertising have to appeal to?

8. What is the role of habit in advertising? In what case must advertising be extensive or continued?

9. What does the power of any object to compel attention depend upon? Why does attention value vary?

. Translate the following groups of words into Russian:

1. suggest — suggestion — suggestive — suggested — suggestolo-gy — suggestibility — suggestible;

2. psychology — psychologist — psychologize — psychological — psychologically;

3. to apply — applied — application; .

4. consume — consumerism — consumerist — consumable — consumer — consumed — consumption — consumership — consuming;

5. purchase — purchasable — purchaising;

6. help — helpful — helper — helpfully — helpfulness — helping — helpless.

8. Use the text to make word combinations with the following words:

— scientific

— advertising

— suggestion

9. Find in the text the words that mean the same:

advertising — habit

— probability

— properly

— intrusion

— promoter

— to guarantee

— incentive

Match English and Russian equivalents.

payment by installments	ежегодный взнос
to pay by installments	оплата в рассрочку, оплата частями
to miss an installment	очередной взнос (при покупке в рассрочку)
to buy on the installment plan	с рассрочкой на пять лет
five-year installment plan	не выплатить вовремя очередной взнос
yearly installment	покупать в рассрочку

10. Insert the missing prepositions. Translate the text.

Advertisements that appeal... peoples' vanities are used ... expensive items such as jewelry. These are high profile items that people sometimes buy to make themselves feel important or better. It's almost as if the product is part... that person's identity or ... least they strongly identify ... the product. Producers ... these items also know this and it is the reason why they display their logos or brand names ... conspicuous places ... their products.

Advertisers try to create a certain image that a consumer ... a particular personality can identify ... Arguments ... advertising ... people's egos need not be strong if the advertisement puts the consumer ... the holiday mood. They want to identify ... the product and may have preexisting ideas and beliefs. When people are ... the holiday mood they cannot concentrate well, and are not able to distinguish between a strong argument and a weak one. Therefore, ads ... luxury items seldom contain convincing information to purchase the product or try to highlight the product itself, distracting ... the text in the ad. The image that the product evokes is generally enough to convince the consumer.

high profile — большое значение;

conspicuous — бросающийся в глаза;

luxury item — предмет роскоши.

Expand on the principles of psychology given below. Give examples of their application to advertising. Is it necessary to apply all the indicated principles of psychology to make advertising successful? Do you know any other methods that can help win audience? Share them with your classmates.

Guides for Advertising

You should know that:

1. Curiosity is one of the strongest human incentives. It is employed everywhere.

2. Cheapness is not a strong appeal. People are extravagant. They want bargains but not cheapness. They want to feel that they can afford to eat and have and wear the best.

3. People judge largely by price.

4. Signed warrant has replaced guarantees. Customers can buy a product if the dealer in writing agreed to pay it back if asked.

5. An offer limited to a certain class of people is far more effective than a general offer.

6. Invite comparisons and do not be afraid of them if your product or service is really incomparable.

7. It is hard to pay for a product that has once been free; it is like paying railroad fare after traveling on a pass.

8. A product good enough for the maker to buy is good enough for the customer to buy.

9. Mental impression is very important. If you submit five exactly alike products to five people and point out in one some qualities to notice and everyone will find them, they will all choose the same product.

10. The only way to win people is to make them feel well.

11. Never treat customers like the poor even if they buy something on installments.

12. Customers like flattering. They will always buy from the house where they were flattered.