журнал) box ad
р. пауза в одну минуту сленг sixty
р. плакат poster; banner
р. пирамида advertising pyramid
p. плакат больших размеров royal poster
p. приложение advertisement supplement
p. ролик show print/reel; television commercial;
набор р. роликов для показа в течение дня vertical saturation
р. скидка advertising allowance
p. стратегия advertising strategy
p. текст ad copy
p. шумиха boom
p. щит billoard; bulletin; panel; snowboard; showbill; showing; streamer
p. щит па крыше автобуса bus-o-rama
РЕКЛАМОДАТЕЛЬ advertiser; account; client
Устные темы
1.What is Advertising?
Do not mix up advertisement with advertising. The latter is the business of making advertisements.
Advertisement is an announcement informing people about an event, a service or a product on TV, radio, Internet or in a newspaper that aims at persuading us to buy it. Plus, we have a person who advertises - he/she is called an advertiser. Sometimes the word "advertisement" can be shortened to advert or ad.
The classified ads are small advertisements in a newspaper or a magazine, often placed by individuals rather than by large companies. A more informal word for classified ads is the small ads. If you open a section in a newspaper or a magazine where people advertise that they want to meet someone to have a relationship, know it is the personal ads.
2.Advertising Terms
We also have commercials, which are advertisements on TV or the radio. A short interruption in a television or a radio program when advertisements are broadcast is called a commercial break.
Billboard is a large outdoor sign used for advertising. It is usually placed in a busy area. Poster is a piece of paper, a big one, often with a picture on it, that illustrates an advertisement. In the street we usually get flyers advertising a product, service or event. They also make us clean our mailboxes as often as we can. To catch our attention advertisements use a short sentence - a slogan.
A good campaign, i.e. a planned series of posters, advertisements and events used for advertising something, aims at getting us interested in a product or a company and making us buy something.
3.Advertising Objectives
Advertising is any paid form of presentation and promotion of products, services, or ideas by an individual or organization. It is one of the most important factors in accelerating the distribution of products. It is the business of encouraging people to buy goods.
So the three main objectives of advertising are: (1) to produce knowledge about the product or service; (2) to create preference for it; and (3) to stimulate thought and action about it.
Careers in advertising may involve working for advertisers, media, advertising agencies, or suppliers and special services.
|
|
4.Advertising Effects – 1
In a TV commercial the advertiser is trying to persuade you to go out and buy something. He wants to make you feel that you really must have it. He can use a number of different effects to do this:
The snob effect. This tells you that the product is most exclusive and of course rather expensive. Only the very best people use it.
The scientific effect. A serious-looking man with glasses and a white coat, possibly a doctor or a professor, tells you about the advantages of the product.
The words-and-music effect. The name of the product is repeated over and over again, put into a rhyme and sung several times: in the hope that you won't forget it. The sung rhyme is. called a "jingle".
5.Advertising Effects – 2
In a TV commercial the advertiser is trying to persuade you to go out and buy something. He wants to make you feel that you really must have it. He can use a number of different effects to do this:
The ha-ha effect. The advertiser tries to make you laugh by showing people or cartoon figures in funny situations.
The VIP (Very Important Person) effect. Well-known people, like actors, or football-players, are shown using the product.
The super modern effect. The advertiser tries to persuade you that his product is a new, sensational breakthrough.
The go-go effect. This is suitable for the teenage market. It shows young people having a party, singing, laughing, having a wonderful time, and, of course, using the product.
6.Advertising Techniques – 1
Advertising is used to persuade people to be for or against something. This is done by using different kinds of propaganda techniques.
One technique is called the "band wagon". When using this technique, the advertiser tries to influence you to buy something because a great number of other people are buying it.
One of the favorite advertiser's techniques is the "Testimonial ". In using this technique
the advertiser tries to get you buy the product being advertised by quoting a favorable
statement made about the product by some famous person.
Another technique similar to "Testimonial" is one called "Transfer». Unlike
"Testimonial" the famous person does not make any statement about the product. Instead, he or she is pictured together with the product in order to transfer person's admiration to the
product.
7.Advertising Techniques - 2
Another advertising technique is "Repetition ”. The advertiser repeats certain words
several times. By repeating them again and again the advertiser hopes that you will remember them when you are shopping.
Sometimes advertisers use the so-called, technique "Emotional words". Emotional words are words which advertisers think will arouse your emotions so that you will feel strongly for or against the subject they write about.
|
|
There is one advertising technique that is not based on propaganda. It is "Textual". This technique is based on pure information; it is free from any emotional words. Most businessmen give their preference to this kind of technique.
8.Persuasive Advertising - 1
Repetition. The simplest kind of advertising. A slogan is repeated so often that we begin to associate a brand name with a particular product or service.
Testimonial. A popular personality is used in the advertisement.
Emotional appeal. Advertising often appeals to basics such as mother-love, sex, manliness, femininity, or works on our fears.
Scientific authority. Sometimes the advert shows a person in a white coat (i.e. a scientist) telling us about the product. More often it mentions 'miracle ingredients' or 'scientific testing’ to persuade us.
'Keeping up with the Jones's'. An appeal to pure snob value. You want to appear richer or more successful than your neighbors.
9.Persuasive Advertising – 2
1. Comparison. The advert lists the qualities of a product in direct comparison with rival products.
2. An appeal to fear or anxiety. This type is similar to 3, but works on our fears.
3. Association of ideas. This is usually visual. Until it became illegal in Britain, cigarette advertising showed attractive, healthy people smoking in beautiful rural situations.
4. Information. If a product is new, it may be enough to show it and explain what it does.
5. Special offers/free gifts. This is a very simple and direct appeal — it's half price!
6. Selection of Facts - using only the facts that support the product and omitting those that don't.
7. Stereotyping -presenting images of "good" mothers, fathers, children, etc.
10. Advertising Advantages (For)
It informs and improves our attitude toward the brand.
It makes much easier the problem of choice, takes the load of responsibility off our mind.
It takes us into an exotic world of glamour and luxury.
It moulds our ideas and notions of success and prestige.
It prepares us to real life as the world is highly competitive.
11. Advertising Disadvantages (Against)
It is rather propaganda than information. It persuades us to buy things we really do not need.
It prevents us from thinking and taking our own decisions.
It plays on our emotions such as greediness, fear, pride, envy and vanity.
It interrupts the most interesting programs.
One can hardly call introduction to cigarettes and alcohol moral.
12. The History of Advertising
The earliest advertising media were spoken word, signs and ads painted on walls.
The first written advertisement was a three-thousand-years-old one which was found in the ruins of Thebes. The earliest kind of English advertising is family names like Miller, Tailor etc. The first printed English advertisement dates back to 1478.
|
|
Personal selling is used from the ancient times to create publicity, e.g. by politicians to win votes.
Modern advertising would be impossible without such inventions as photography, telegraph, radio, TV and computer. Now we live in a multimedia society and Internet advertising fails to astonish us any more.
13. Careers in Advertising
Advertising needs people with various educational backgrounds.
Every big company has advertising managers (or brand managers) to develop advertising policy for their products. Every media use media salesmen to sell broadcasting time or advertising space.
Every advertising agency needs different advertising specialists who know media planning and evaluation, statistics and consumer psychology.
Copywriters develop advertising ideas and messages.
Print production specialists deal with printing, photoengraving and typography.
Advertisers who do TV commercials should know layout and visualization
14. Advertising and Marketing -1
Marketing is based on the 4 PS (product, price, place and promotion).
First of all, you should identify your opportunities. Imagine, you have a sum or money, and your friend possesses an amazing voice and brilliant music abilities. So working together you can create a CD.
Decide on your target audience. Let it be teenagers. Then you should conduct marketing research and discover their problems and interests (surveys by using mail, e-mail, telephones or personal interviews, information in newspapers and magazines)
Having collected the information, you've got some themes for composing songs. (They can be about first love, relationships with friends, parents, teachers, about disco clubs, about drugs and so on).
Then comes the decision on a brand name. In this case it is the name of the pop group, it should be sensitive, memorable and easy to pronounce. After that, design the label of your CD and style its package.
Having developed the product, it's time to decide on your price strategy. So think over how to minimize costs and increase sales of your product.
After this you should make a decision considering the placement of your product. Your CD can be sold in different multimedia shops, in disco clubs, and through other distribution channels.
15. Advertising and Marketing-2. Promotion.
You will never meet success until you are promoted. The promotion includes advertising, sales promotion, personal selling and public relations.
You can advertise your CD in TV commercials, run your video-clips on music channels, broadcast your songs on radio and play the CD in disco clubs, place the information about your group and its music in magazines and papers for teenagers.
Sales-promotion involves some contests, coupons and lotteries. For example, those, who buy your CD take part in a lottery and the winners get tickets to a concert of your group.
Then comes personal selling - if your group has fans you can recruit them as salespeople. They distribute your CDs among their friends at a higher price. So they acquire communication skills, a good chance to earn money, and you get actual and potential customers.
You can take part in presentations, various celebrations and ceremonies, give interviews and express your opinion on different issues. That is called public relations.
Having done this, your CD finds its consumers and your group earns money and wins public recognition. That is the result of marketing magic.
16. Advertising Influence.(Your essays…)
17. About Myself and My Studies
My name is….I’m 18. I study at the Technical school of Mechanics and Technology, at the department of Advertising. I’m a full-time third year student. I’m going to be an ad-maker / an advertising specialist.
We have many interesting subjects such as Art History, The Basics of Advertising, Advertising Text, Drawing, Composition, Marketing, Video and Photo Technique, Computer Graphics, Computer Design, Computer Animation, English, Modern Literature, Physical Training and others. My favorite subjects are …Next year we’ll have practice at different advertising companies and pass our final exams. I’ll do my best to pass them successfully.
Now some words about my family….
Контрольный тест
Темы: Advertising terms; Words Frequently confused; Advertising through Commercials (Effects); Propaganda Techniques; Persuasive Advertising; Advertising Techniques; Types of Promotion; The Magical Power of Marketing; Advertising as a Career in the USA; Your Options.
Вариант 1
1. Найдите соответствующие переводы терминов:
| 1) рекламировать | 1) adverts, ads |
| 2) рекламная пауза | 2) advertise |
| 3) реклама по радио и TV | 3) advertisement |
| 4) реклама (как продукт) | 4) advertising |
| 5) реклама как процесс) | 5) ad maker |
| 6) рекламист | 6) advertiser |
| 7) рекламодатель | 7) commercial, spot |
| 8) рубричная реклама | 8) commercial break |
| 9) сокращенно рекламные объявления | 9) classifieds |
2. Определите соответствующие виды рекламы:
| 1) наружная реклама | 1) export advertising |
| 2) плакатная реклама | 2) local advertising |
| 3) рубричная, строчная реклама | 3) display advertising |
| 4) реклама в газетах, в прессе | 4) outdoor advertising |
| 5) изобразительная реклама | 5) poster advertising |
| 6) местная реклама | 6) press advertising |
| 7) внешнеторговая реклама | 7) classified advertising |
| 8) реклама на транспорте | 8) broadcast advertising |
| 9) прямая почтовая реклама | 9) television advertising |
| 10) реклама по телевидению | 10) transportation advertising |
| 11) реклама по радио | 11) direct mail advertising |
| 12) световая реклама | 12) illuminated signs |
3. Найдите термин, соответствующий данному определению:
1)an advertisement on TV or on the radio
a) the classifieds
b) the commercials
2)a short interruption in a TV or a radio program when advertisements are broadcast
a) a commercial break
b) a lunch break
4. Определите вид рекламной техники:
A popular personality is pictured together with the product.
1)stereotyping
2)transfer
3)bandwagon
5. Найдите название соответствующего эффекта:
This tells you that the product is the most exclusive and of course rather expensive.
1) The ha-ha effect
2) The go-go effect
3) The supermodern effect
4) The VIP effect
5) The word-and-music effect
6) The scientific authority
7) The snob effect
8) The textual effect
6. Определите вид стимулирования продаж:
1) почтовая рассылка
a) letters
b) direct mail
2) листовки
a) leaflets
b) booklets