UNIT II

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I. Pre-reading task.

Advertising has become a part of our everyday lives. Everywhere we go we see, hear, or read advertisements. Advertising companies do many things to encourage us to buy and the manufacturers continue to spend a lot of money on advertising.
1. Advertisements appear in many different places. How many different places can you think of?
2. What kinds of advertisements do you like? Look at the list of advertisement types:
I like ads that have...
a) funny situations,
b) good songs,
c) cartoons,
d) nice-looking people,
e) unreal (fancy) situations,
f) famous people,
g) demonstrations showing how a product works,
h) others.
3. What kinds of advertisements do you hate?
4. Advertising - some pros and cons. Read through the notes. Think of particular advertisements which are examples of some of the points.

Arguments against:
a) It creates false differences between similar products. For example, tests show that all detergents are equally effective. As a result detergents are heavily advertised, this puts the price up.
b) It creates false ideas and images. People worry because they use the wrong deodorant. People see images of men and women with ideal figures, and worry if they are different. The idea of a consumer society is promoted.
c) It causes annoyance, nuisance, noise and ugliness. Posters clutter streets. Bits of paper flood through the letter box.
d) Some of directed at children, who are too young to judge it. For example, free gifts with products. Advertisers use children to pester their parents into buying something.
e) It intrudes on our privacy.
f) It interrupts our TV programmes.

Arguments for:
a) It gives information. We can read adverts from different companies and compare.
b) It pays for our newspapers, magazines, TV and radio, which would otherwise cost more. (British TV: 6 min allowed per hour. American TV: 24 min allowed per hour. It might be a too high price.)
c) It can be beautiful. Life would be dull without it. Often a 30 second advert costs more than the 1 hour TV programme it breaks into. So, it should be good!
d) It employs people: artists, directors, designers and copywriters.
e) It’s experimental. Adverts need to have new ideas, and allow artists room for creative thinking.
5. How do you feel when the ad breaks the film at an exiting moment?
6. What do you usually do during the commercials?
7. Complete the chart with the names of products that you usually buy:

Drinks
Shampoo
Snack food
Toothpaste

8. Discuss the questions with your group:
a) How often do you buy these products?
b) Do you know any TV commercials or other advertisements for these products? Can you describe the advertisements?
c) Do advertisements sometimes convince you to buy products?
9. Name as many adjectives as possible to describe the following products:
a) cars: VW, "Oka";
b) drinks: "Coca cola", mineral water;
c) electrical minced machine, non-electrical minced machine.

II. Read the following text.

Like everyone in this country, you are an advertising expert. Why not? You have been brought up with advertising. The first words you ever read were probably written on a billboard or the front of a box of cereal. The first sounds you ever heard were probably come from a radio or a television set. Naturally, you're an advertising expert, and as such you know two things for sure.
First, you know what you like and what you don't like. You know which commercials make you laugh, which ones make you giggle, which ones bore you to tears. In short, you react emotionally to each one of them, and are able instantly to identify these emotions. Indeed, advertising is the art form of the common man, making just about all of us react just about all the time. We know what will make you feel happy or sad or calm or mad. And we elicit those emotions from you through the highly skilled use of this art form called advertising. Yet, they are your emotions, your reactions, and you do know how you feel. And that makes you an expert.
The second thing you think you know for sure is the conscious decisions you make concerning products you see advertised. The chances are that you have never made a deliberate decision to buy a product based on an ad you have seen. As a matter of fact, we have heard only quotes to the contrary, ranging from "I would never buy a product that I have seen advertised" to the more basic "Come on, who do they think they're kidding?" Well we're not kidding anyone. It's you who are kidding yourself, because every day, in hundreds of ways, we are selling you products on a logical, intellectual, factual basis. And you are being persuaded.

There is a great mythology in America that advertising has, at best, a negligible influence on you. Nothing could be further from the truth. Today's advertising industry is the most potent and powerful mass marketing and merchandising instruments ever devised by man.
The truth of it is, advertising can sell you anything.
The real question is how come? How come people keep believing? How come you keep buying things you know won't do what they are supposed to do? How come advertising work?

III. Vocabulary:

1. expert - a person showing special skill or knowledge gained from experience or training;
Billboard - intended for the display of posters, Br. Hoarding;
identify - to find out or show the fact or conditions are exactly alike;
elicit - to draw out, cause to come out;
deliberate - showing careful thought;
range - varying within definite limits;
kid - to deceive or trick as a joke;
persuade - to win over to a belief or way of acting by arguments.

2. Semantic fields.
a) Things sold and/or bought
Wares: man-made; items small enough to be held in the hands; usually sold by individuals or in small shops.
Merchandise
Commodity: raw materials such as rubber, sugar, fibre, metal.
Ware: things of the same kind.
In this sense, goods never appear in the singular and cannot take a numeral as a modifier; merchandise does not form a plural; ware, in the singular, is always the part of a compound; commodity may be singular or plural.
b) Advertisements
TV commercials and infomercials
Radio commercials
Magazine advertisements
Newspaper and tabloid stories - advertisements in the newspapers and tabloids.
Introductory letters
Banner ads- advertisements on the Internet.
Billboards- outdoor signs.

IV. Read the following speech

given by Julia Ross, the president of the Global Advertiser's Association. She recently spoke at a meeting of advertisers who want to start global campaigns. Part other speech was published in Adworld magazine. Consider the following questions and discuss them with the class before you read:
1. Can you think of any countries in which the government might not allow businesses to advertise?
2. Are there any food products in your home country that might not sell well in other parts of the world? Where? Why?
3. Do you know anyone who has lived in a country where it is difficult for people to buy the products they want?

CHANGING WORLD MARKETS
Good morning. Its good to be here with you at this moment. My goal is to give you some information about changing world markets. Let's start by looking at the USA - which we could say is the "United States of Advertising'. Can you think of a country with more advertising than the US? For example, you're watching a movie on TV. You're waiting for the good guy to get the bad guy, and BAM! There's a commercial. After minutes later the good guy's in trouble, and BOOM! Another commercial. Message by message. It's not like that in other countries, folks. In places like France and Spain, you'll watch at least a half an hour of the program, then you'll get some commercials. All in a row.
But I'm not here today to talk about Europe. Let's talk about China, where for years any kind of commercial advertising was illegal. Government advertising, yes - that was all over the place. But business advertising? No way! Then Sony came along and changed things.
The Japanese companies were the first to start advertising in China. They've led the way for others to come into the country. We can learn something from them, too. Don't come in overnight and start advertising. Take your time. Plan your campaign carefully. Remember, there are millions of people in China who don't know what a Big Mac is. So don't rush over there and try to sell them one. Take your time. Think ahead five or ten years. It pays to be patient in China.
Now in Russia, you have to think about your product and whether or not there's a market for it. Take fast food, for example. In Russia, that's a very strange idea. In their restaurants, you sit down and the waiter brings you soup, salad, meat potatoes- one thing at a time. The Russians think of food as something you take your time with, something you enjoy.
It's funny what happened with pizza in Russia. First they had to convince people to try it, and explain that it was similar to Russian vatrushka. Then Pizzaria restaurant opened up in Moscow. The Russians may have liked it all right, but Pizzaria didn't go over well with foreign visitors. That's because the pizza didn't always have enough tomato sauce and cheese! Another problem was that if you wanted to take the pizza home with you, the chef wouldn't hear of it. He didn't want it to get cold. See? When you are dealing with international markets, you're dealing with other customs, other cultures.
But things are changing every day. New markets are opening up all the time. You have to look at the big picture before you start planning a campaign. Think about your product. Will people be able to buy it? Think about your marketing plan. Will people understand it? Remember that for years in China and Russia, people had a hard time buying things. The best advertisement of all was a long line in front of a store. That's how people knew which store was the place to go. So think about how things are changing and thank you for being here today.

1. Work in pairs:
Compare advertising in your home culture and advertising in another country. How do advertisers convince people to buy products? Are there any laws that advertisers must follow? What kind of problems do you think advertisers have when they translate ads from other cultures into your home culture?

2. Read each sentence:
Look at the underlined words and the four choices below each sentence. Which of the choices is not related to the underlined word? The first one has been done for you.
1) The goal of the advertising campaign was to sell more cars to women.
a) purpose b) hope c) plan d) future
2) Women with young children are part of a growing market.
a) group of people b) group of buyers
c) group of stores d) group of customers
3) The ad's message was that the new cars were safe.
a) idea b) style c) information d) story
4) The ads were successful because many women believed in the safety of the cars.
a) effective b) powerful c) certain d) convincing
5) As a result, the ads convinced mothers to buy the cars.
a) encouraged b) taught c) pushed d) told
6) However, the ads failed to sell cars to single women without children.
a) didn't sell b) were unable to sell
c) couldn't sell d) tried to sell
7) The advertising campaign will become global next year.
a) multinational b) organized
c) worldwide d) international
8) Ads for the competition will not become global.
a) race b) other sellers
c) other companies d) different firms

3. Listed below are sentences from the text.
Read the sentences and match the underlined idiom (phrases that have a special meaning) to the best definition:
a) said "no" strongly e) very common
b) had difficulty f) enter quickly
c) one after another g) hurry
d) did not succeed h) consider the general situation
1) In places like France and Spain, you'll watch at least a half an hour of the program, then you’ll get some commercials. All in a row.
2) Government advertising, yes - that was all over the place.
3) Don't come in overnight and start advertising. Take your time. Plan your campaign carefully.
4) Remember, there are millions of people in China who don't know what a Big Mac is. So don't rush over there and try to sell them one.
5) The Russians may have liked it all right, but Pizza didn't go too well with foreign visitors.
6) Another problem was that if you wanted to take the pizza home with you, the chef wouldn't hear of it. He didn't want it to get cold.
7) New markets are opening up all the time. You have to look at the big picture before you start planning a campaign.
8) Remember that for years in China and Russia, people had a hard time buying things.

V. Discussion.

1. Here are some new products. The manufactures want to advertise them in commercials. Choose one of the products and make a commercial for it:
a new car
a new medicine
a new drink
a new book
2. Write an advertisement for a new product. Tell why you think it is necessary for every home to have it.
3. Imagine that a new nondairy drink has just been introduced on the market. The makers claim that it will replace milk. Of course, the dairy farmers are unhappy about the situation and believe the claim is unfounded. Take the farmer's side and help them create an advert for their product.
4. You want to sell your car. Write an advert for the newspaper describing the car (conditions, mileage, reasons for selling it, etc.)
5. You have lost something valuable. Write an advert for the "Lost and found" column of the English-speaking newspaper.

VI. Remember the following words and expressions

(выделен ударный слог)
to advertise – рекламировать
an advertisement = advert = ad – объявление, реклама
advertising – рекламирование, рекламное дело, публикация объявлений
annoyance – раздражение
a banner – заголовок; «шапка»
to bore – надоедать
to clutter- приводить в беспорядок
to the contrary=on the contrary – наоборот
dairy - молочный
deliberate - обдуманный
a detergent – моющее средство
to elicit – выявлять; извлекать
to encourage – поощрять, ободрять
to giggle – хихикать
They are kidding. – Они шутят.
to identify – отождествлять
to intrude – навязываться
a matter – дело; вопрос
as a matter of fact – на самом деле; по правде говоря
mileage – расстояние в милях
minced machine – мясорубка
negligible – незначительный
nuisance- досада, неприятность
What a nuisance! – Какая досада!
to persuade – убеждать
to pester – надоедать, докучать
a poster – афиша; рекламный столб
potent – мощный; эффективный
a quote – цитата
ugliness – безобразие