учебный материал по теме "Что такое реклама?"
методическая разработка по английскому языку на тему

Unit 1 What is advertising?

Vocabulary notes

commonplace words- простые, обычные слова

advertising        реклама ( как бизнес)

precision          точность

advertisement   рекламное объявление

interchangeably   взимозаменяемые

publicity             1.  гласность, публичность 2.известность, слава 3. реклама

advertising industry  рекламная индустрия

marketing communication   маркетинговая коммуникация

packaging                       упаковка

sales promotions             продвижение товара в торговле

money-offs                       сэкономленные деньги  

two-for- ones                 два по цене одного

competitions                   соревнование, конкурс, акция

catalogues                        каталоги

public relations               отношения с общественностью

commercial e-mails     коммерческие рассылки по электронной почте

telephone selling          реклама, посылаемая на телефон

 paid-for                         платный

persuasive                    убеждающий

deliberately                   преднамеренно

bridge a gap                   соединить,  «навести мосты»

 detract                          уменьшать, принижать

 to be  hostile to advertisements  быть враждебным по отношению к рекламе

to draw a distinction          провести черту, сделать различие

 is deemed acceptable and desirable-   считается приемлемым и желаемым

contentious                      дискуссионный. спорный

huge advertising sector   огромный сектор для рекламы

 advertising revenue        прибыль от рекламы

printed media                  печатные средства массовой информации

1. Read the text using vocabulary notes. Translate it into Russian.

Text A. What is advertising?

Like many other commonplace words – think of art, love, and

justice, for example – advertising is surprisingly hard to define

with precision. First, there is the difference between advertising

and advertisements: advertising is a process, advertisements

are the end result of that process, but the words are often used

interchangeably. Second, and perhaps more importantly, while the

public uses the word ‘advertising’ to cover all kinds of publicity,

within the advertising industry the word is used fairly specifically

(though even here, confusions arise).

. Within the industry, advertising is just one type of

marketing communication. Other types of marketing communication

that are not normally defined as advertising include: packaging; sales

promotions (money-offs, two-for-ones, competitions, and the like);

catalogues; shop windows and in-store publicity; brand placements

in television programmes and films; commercial emails; brand

names on clothes and other goods; public relations ( brand mentions

in the media); commercial websites and blogs; and telephone selling.

All of these (and many others), are marketing communications, and

are often used to increase the sales of things. But within the industry

they are not defined as advertisements, nor as advertising.

 A good working definition is:

An advertisement is a paid-for communication intended to inform

and/or persuade one or more people.

Let’s examine the key words in this definition.

First: ‘paid-for’. An advertisement that is not paid-for is not,

 an advertisement at all.

Then the communication may be good publicity, and it may be

persuasive, but it is not technically advertising – unless it is an

advertisement that has deliberately been given away free (perhaps

to a charity, or something similar)

.

Second: ‘communication’. Every advertisement attempts to

bridge a gap between the sender and the receiver. This bridge is a

communication. To buy a whole page in a newspaper and leave it

blank is not to advertise. Whether in words or pictures, or usually

both, advertisements must communicate something to whoever

sees or hears them.

Third: ‘intended ’-.not all advertisements ‘work’ in the sense of achieving their intended aims. The fact that an advertisement does not achieve its aims,

does not detract from it being an advertisement. It is the intention

that counts.

Fourth: ‘inform and/or persuade’. Many people, usually critics

hostile to advertising, have tried to draw a distinction between

informative advertising and persuasive advertising. The former

is deemed to be acceptable and desirable, the latter to be less

acceptable or even totally unacceptable. In reality the line

between information and persuasion is impossible to draw. All the

information an advertiser includes in an advertisement is intended

to be persuasive (unless it is there because it is legally necessary).

But as the persuasive role of advertising is contentious, it is better

to say that all advertisements aim to ‘inform and/or persuade’.

However, an advertisement that aimed to have no persuasive

influence whatsoever would, again, hardly be an advertisement.

Finally: ‘one or more people’. All advertisements are addressed to

people. Sometimes to just one person (‘Lollipop – be my Valentine

and I will be yours forever. Muscleman’); sometimes to countless

millions (‘L’Oreal. Because You’re Worth It’). When the public

thinks about advertising, it almost always thinks about mass

advertising, in mass media.

 But small, classified advertisements are a huge advertising sector,

particularly in printed media and on the Internet, and must never be forgotten.

 In Britain and many other countries, over 40% of the advertising revenue of printed

media comes from classifieds, though this percentage is falling

sharply throughout the world, as the Internet is winning lots of

classified advertising away from more traditional media.

 Exercises

1.Read the following  words and phrases  aloud  correctly, translate them into Russian.

Justice, surprisingly, to define with precision, all kinds of publicity, sales promotions, marketing communications, deliberately, charity, persuade, to draw a distinction, classified advertisements.

2. Pay attention to the word “publicity” and phrases with it

to avoid / shun publicity — избегать гласности, огласки

to gain / receive publicity — получать огласку

to give publicity to smth. — разглашать (что-л.), предавать (что-л.) гласности

publicity stunt — рекламный трюк

publicity machine — пропагандистская машина

to get publicity for the company — сделать так, чтобы о компании заговорили

Advertising you pay for, publicity you pray for. — За рекламу платишь, за паблисити молишь.

to avoid publicity — сохранять инкогнито

publicity-shy — стесняющийся своей известности

publicity came on to us — к нам пришла известность

3.Translate the sentences into Russian

1. The boxer's return generated enormous publicity.

2. He wanted to avoid publicity.

3.Our company   tries to use different publicity stunts to promote new brands.

4. There  are not so many  celebrities who are publicity-shy.

5. The results of scientific  research have gained  publicity in one of the medical journals.

6. After years of hard work  publicity came on to him.

4. Answer the questions:

1. What is the difference between advertising and advertisement?

2. is it possible to use these terms interchangeably?

3. is it difficult to define advertising  precisely ? Why?

4. What is the best working definition for advertising?

5. Explain key words in this definition- “paid-for”, “communication”, Intended”, “inform/or persuade’.

5. Try to give a short summary of the text “ What is advertising?