Учебное пособие по дисциплине «Английский язык»

V. Sum up what the text says about advertising and marketing.
Task for individual work.

Marketing Game. Developing the marketing strategy for a product.

I. Design the product for a particular market.

This includes: 1. defining the target market (potential buyers, region)

2. defining the qualities of a product (materials used, colour, dimensions, packaging,

utility)

3. setting a price ( possible discounts, credits)

II. Define advertising and promotional tools: TV, radio, newspapers, magazines, posters, billboards,

direct-mail, public relations, trade shows, etc.

III. Prepare the mini-presentation of your marketing plan.

Use the following supports:
- Our product is …

- We can offer …

- The product is made of …

- The product comes in … colour.

- The dimensions are …

- The product is packed in …

- The price of the product is …

- The product is used for …

- We are going to sell it for …/ in …

- We are going to advertise our product with the help of …

Unit V. ADVERTISING REGULATION AND CONSUMER RIGHTS

Pre-text task: - Read the ad published in an English newspaper in 1934:

“Pills for all illnesses. Never fail. Special price.”

- Do you think such an advertisement is possible today? Why?
Text 1. Advertising regulation and consumer rights.

Vocabulary:

Study the following words and word combinations and their meanings:

1. to influence - влиять 11. to restrict - ограничивать

2. deceptive - обманчивый 12. controversy - противоречия

3. annoying - раздражающий 13. to permit - разрешать

4. law - закон 14. governing bodies – управляющие органы

5. government – правительство, 15. printed and broadcast advertising – печатная и

правительственный транслируемая реклама

7. consumer - потребитель 16. to investigate complaints – рассматривать жалобы

8. to protect/ protection - защищать/ 17. legal - законный

защита 18. decent - соответствующий приличиям

9. content - содержание 19. honest - честный

10. broadcasting or publishing rules – 20. fair competition – честная конкуренция

правила трансляции и публикации 21. to observе rights - соблюдать права

22. right to redress – право на возмещение

причиненного ущерба

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

1) society; 2) taste; 3) medicine; 4) severely; 5) responsibility; 6) safety; 7 ) representation; 8) participation.

Notes to the text:

- the Independent Broadcasting Authority – Независимая теле-радиовещательная комиссия;

- the Advertising Standards Authority – Комиссия по рекламным стандартам;

- the Federal Trade Commission – Федеральная торговая комиссия;

- National Advertising Review Council – Национальный совет по надзору за рекламой;

- Consumer Federation – Федерация потребителей;

- National Consumer League – Национальная лига потребителей;

- Consumer Union – Союз потребителей;

- Code of Advertising Practice – Кодекс рекламной деятельности
Advertising is widely criticized not only for the role it plays in selling the products, but also for the way it influences our society. Critics say that advertising is deceptive, and presents only positive information about products. They also say that advertising manipulate people making them buy things they don’t want. Advertising is also said to be often made in bad taste. For many people it seems very annoying.

A lot of laws and rules protect consumers from untruthful advertising. Advertising regulation comes in several forms: regulation by local, state (in US) and federal government agencies and business organizations. There is also regulation by professional advertising associations and regulation by consumer protection organizations. The content and broadcasting or publishing rules are restricted for some types of ads. Advertisements on subjects of political, economic, religious or other public controversy are not permitted. Advertising of alcohol, tobacco, medicines are severely controlled.

There are special governing bodies which regulate different kinds of advertising. In Great Britain they are the Independent Broadcasting Authority (IBA) and the Advertising Standards Authority (ASA). In the USA – the Federal Trade Commission (FTC), National Advertising Review Council (NARC) and several advertising agencies organizations.

They control the content of printed and broadcast advertising and investigate complaints from consumers. Such consumer organizations as Consumer Federation, National Consumer League, Consumer Union also serve the interests of consumers.

There is a special Code of Advertising Practice in Great Britain. It states that advertising should be legal, decent, honest and truthful. It should follow business principles of “fair competition”. Advertising should show responsibility to the consumer, observing the following consumer rights:

1. The protection of consumers’ health and safety.

2. The protection of consumers’ economic interests.

3. Consumer rights to information and education.

4. The consumers’ right to redress.

5. Consumer representation and participation.