Учебное пособие по дисциплине «Английский язык»

1. to advertise/ advertising/ advertisement (ad/ advert)- рекламировать/ реклама/ рекламное объявление

2. to define/ definition – 10. identified - определенный

определять/ определение 11. mass media - средства массовой информации

3. salesmanship – искусство продажи 12. public services – общественные службы

4. advent - появление 13. at no charge - бесплатно

5. public relations (PR) - 14. in addition to – в дополнение к

связи с общественностью 15. to promote/ promoting (promotion) –

6. point of view – точка зрения продвигать/продвижение (товара)

7. non-personal - безличный 16. billboard - рекламный щит

8. paid for - оплачиваемый 17. direct mail – прямая почтовая рассылка

9. to persuade/persuasive - 18. blimps - перетяги

убеждать/убеждающий 19. window displays - витрины

Find the meanings of the following words and word combinations in the dictionary:

1) to call; 2) nature; 3) varied/various; 4) to depend on; 5) through; 6) to be directed to; 7) therefore; 8) to reach;

9) means.

What is advertising? Albert Lasker, who has been called the father of modern advertising, said that advertising is “salesmanship in print”. But he gave that definition long before the advent of radio and television and at a time when nature of advertising was different from what it is now.

Today, definitions of advertising are many and varied. It may be defined as a communication process, a marketing process, an economic and social process, a public relations process, depending on the point of view. We can give the working definition of advertising: “Advertising is the non-personal communication of information, usually paid for and persuasive in nature, about products, services, or ideas by identified sponsors through various media”.

Let’s analyze this definition. Advertising is directed to groups of people and therefore non-personal. Most advertising is paid by sponsors, but media can present public services ads at no charge. Most advertising persuades people to buy products or services, but some ads only inform people about them. In addition to promoting products, advertising can be used to sell ideas – economic, political, religious, and social.

Advertising reaches us through various media. In addition to the traditional mass media – radio, television, newspapers, magazines, and billboards - advertising uses such means as direct mail, blimps, window displays, electronic billboards, videocassettes and others.

Exercises

I. Answer the questions to the text:

1. Who has been called the father of modern advertising?

2. What definition of advertising did Albert Lasker give?

3. Why can’t we use this definition of advertising?

4. How may advertising be defined today?

5. What is the working definition of advertising?

6. Why is advertising called non-personal?

7. Is all advertising paid?

8. Does all advertising persuade people to buy?

9. What can advertising promote?

10. What media and means are used for advertising?


II. Find the English equivalents in the text:

1) отец современной рекламы; 2) характер рекламы; 3) в зависимости от; 4) рабочее определение;

5) передача информации; 6) убеждающая по характеру; 7) посредством различных СМИ.

III. Make as many word combinations as possible using words from both columns:

1. to define a) the groups of people

2. to persuade b) the sponsors

3. to be directed to c) the media

4. to reach through d) the product

5. to promote e) the service

6. to use f) the idea

7. to be paid by g) salesmanship

IV. Finish the sentences:

1. Albert Lasker defined advertising as … .

2. When there was no radio and television the nature of advertising was … .

3. Definitions of advertising can be different, depending … .

4. Advertising communicates information about … .

5. Advertising communicates information through … .

6. Advertising is paid by … .

7. Advertising is non-personal because … .

8. Advertising not only promotes the product, it also … .

9. Public service ads are published … .

10. The media used for advertising are … .

V. Arrange the given words under the following headlines:

1. Groups of people 2. Products 3. Services 4. Ideas 5. Sponsors 6. Media
Magazines; insurance(страхование); businessmen; Internet communications; consumer goods(потребительские товары); sports; trade (торговые) companies; teenagers; banking deposits(вклады); hairdressers; newspapers; cosmetics; traveling agencies; mobile phones; industrial companies; crime prevention(предотвращение преступлений); housewives; agricultural companies; fitness centres; television; young people; detergents(стиральные порошки); women; health care (здравоохранение); traveling routes (маршруты); billboards; food products.
VI. Sum up what the text says about how advertising is defined.

Task for individual work:

Using the words of exercise V find the appropriate product, service or idea for each group of people, say who can be a sponsor for its advertising and what media can be used for that advertising.


Unit II. FUNCTIONS AND EFFECTS OF ADVERTISING

Pre-text task: - Look at these verbs and say what functions of advertising they can describe:

- to identify – определять

- to differentiate – отличать

- to communicate – сообщать

- to induce – побуждать, заставлять

- to suggest – предложить

- to increase – увеличить

- to lower – уменьшить


Text 1. Functions and effects of advertising.

Vocabulary:

Study the following words and word combinations and their meanings:

1. purpose - цель 11. cost – стоимость

2. features – характерные черты, особенности 12. to collect - собирать

3. location – месторасположение 13. data - данные

4. consumers – потребители 14. to make choice – сделать выбор

5. re-use – повторное использование 15. commerce – торговля

6. distribution – распределение 16. profit – прибыль

7. usage – использование 17. to encourage – поощрять

8. brand-preference – предпочтение 18. productivity - производительность

одной марки товара 19. quality - качество

9. loyalty – верность одному товару 20. income - доход

10. in terms of – в отношении 21. to serve - служить

Find the meanings of the following words and word combinations in the dictionary:

1) to perform; 2) available; 3) to adopt; 4) to lead; 5) support; 6) improve; 7) event.

Advertising has several basic functions, purposes or uses. The most important of them are:

- to identify products and differentiate them from the others;

- to communicate information about the product, its features, and its location of sale;

- to induce consumers to try new products and to suggest re-use;

- to stimulate the distribution of a product;

- to increase product usage;

- to build brand-preference and loyalty.

Generally, all these functions and effects can be grouped into five categories: marketing, communication, education, economic, and social.

In terms of marketing function, the basic effect of advertising is to lower the cost of sales. Performing the function of communication of information, advertising helps consumers collect data about products and make the best choice. Advertising as an educator helps people learn about the products available for them and adopt the new. Economical effect of advertising can be seen in promoting sales and commerce. Advertising leads to lower costs and higher profits, it encourages the development of new products, increases productivity and quality. Advertising also serves social needs. The media, for example, receive most of their income from advertising. It gives the press freedom because they don’t depend on government support. Advertising, as a part of mass-marketing system, helps improve the standards of living. Public-service advertising helps people understand the importance of different social events.


Exercises

I. Answer the questions to the text:

1. What are the basic functions of advertising?

2. Does advertising only identify products?

3. Why is it necessary to communicate the information about the location of sale?

4. What is brand-preference and loyalty?

5. How can all these functions and effects be grouped?

6. What is the basic effect of advertising in terms of marketing function?

7. What is the role of advertising in communication of information?

8. How does advertising educate people?

9. What is the economical effect of advertising?

10. How does advertising serve social needs?

II Fill in the table, making up different parts of speech:

Verb - глагол	Noun - существительное	Adjective – прилагательное Participle I, II – причастие I,II
	identification
		different
to communicate
		induced
	increase
to promote
		suggestive
	performance
to serve

III. Match the beginning and the ending:

1. Advertising identifies … a) re-use;

2. Advertising differentiates … b) the distribution of a product;

2. Advertising communicates … c) consumers to try new products;

3. Advertising induces … d) brand-preference and loyalty;

4. Advertising suggests … e) products;

4. Advertising stimulates … f) product usage;

5. Advertising increases … g) products from the others;

6. Advertising builds … h) information about the product.