ADVERTISING
DISCUSSION
What picture does the word "advertising" present to your mind? Smiling girls on TV persuading you to buy a new toothpaste with the flavour of chocolate? Or a merry voice on the radio that speaks about new credits of a bank which has recently opened its doors in your town? Or lots of useless colourful paper in your mailbox? Is that all? I think the imagination of the majority of people is limited to this. Nevertheless, as you can guess or even know advertising comprises much more than that. Here are some questions for you to think over.
1. What is the aim of most advertisements these days - to persuade you to buy the product, to inform you about a new product or to remind you about a well-known product?
2. What influences you the most when you are shopping: the price of a product, its appearance or the advertising promoting it?
3. Do you think there are too many advertisements on TV? How many do you think there should be?
4. Have you ever bought anything just because you saw it advertised on TV?
5. What famous advertising slogans can you remember? Why are they so memorable?
6. What is your favourite advert at the moment? Why do you like it so much?
7. Which adverts annoy you the most and why?
8. What do you know about gimmicks (уловки, хитрости) used in advertisements?
9. Are there any laws prohibiting advertisements of some products?
10. What influence does advertising have on our minds?
11.Is advertising necessary in our life or can we do without it?
Ex. 1. To show that you understand given words, choose the best word or word- combination to complete the sentences given below.
To advertise - to make something (such as article for sale, a vacancy, etc.) publicly known
to possible buyers, applicants, etc Advertising - communication intended both to inform or persuade.
Advertisement (the same as ad or advert) - an announcement in mass media about a product,
event, job vacancy, etc. Advertiser - a person or a company that pays for a product or service to be advertised. Adman (or an advertising agent) - a person whose profession is advertising. Advertising campaign - a planned series of advertisement intended to advertise a product or service.
Advertising agency - plans, creates and prepares advertising campaigns and materials for the advertisers.
1. We were thinking of doing the______________________ on TV.
2. They have been doing a successful trade since they decided___________ on local television.
3. She works for an________________________________.
4. The business is composed of two main groups:__________________________________ and
_________________ agencies.
5. A government should discourage smoking by prohibiting or raising the tax on cigarettes.
6. These computer games_______________________________ heavily on TV and all the
Sunday papers lately.
UNIT 3 |
7. The________________________ campaign has a constant effect on their sales.
8. There is no point in wasting money on radio__________________________.
9. To find a job she looked through some job_______________________ in the newspaper.
10. To become a professional_________________ he has finished special training courses.
Ex. 2. Study the following synonyms to the word advertise. Pay attention to their Russian equivalents.
To promote - to make sure that people know about a new product»or service by arranging special events - продвигать, раскручивать рекламу
To hype up - an informal word meaning to try to make people think that something is much better than it really is - разрекламировать
To plug (give a plug) - an informal word meaning to try to make people interested in your
product or service, for example by mentioning it in a TV or radio conversations when you are supposed to be listening to something else - "врубать" рекламу, поднять шумиху, "впаривать".
То push - an informal word meaning to advertise a new product very heavily, with a lot of advertisements - раскручивать, проталкивать товар, из кожи вон лезть.
Translate the following sentences. Pay attention to the words in italics.
1. You must have seen those computer games - they have been pushed on TV and all the Sunday newspapers.
2. The author used the opportunity of appearing on TV to give his latest book a plug.
3. They hyped their new goods too much.
4. To promote their new brand of shampoo, they are selling it at half price for a month.
5. They've been plugging this hit until they were blue in the face.
6. Like most Hollywood movies it was so hyped up that when I saw it I felt rather disappointed.
7. The salesman is aggressively pushing the new computer model.
9. BMW is aggressively promoting its 20XX models.
charity - благотворительность to benefit - приносить пользу to mislead - вводить в заблуждение to tempt - соблазнять |
10. The salesman was pushing one brand so hard that I finally bought it.
Text 1
VOCABULARY
to intend - предназначать to persuade - убеждать, уговаривать human beings — индивиды hierarchy - иерархия safety - безопасность to emerge - возникать, появляться a gimmick - рекламный прием, трюк dead duck (жаргон) - обреченный на неуспех человек,
"дохлый номер"
in effect - в сущности
objective - цель
target market - целевой рынок
consumer advertising - потребительская реклама
ADVERTISING
What is advertising? It is one of the methods of promotion. Advertising can be defined as commercial message to the public intended both to inform and persuade. In other words the art of advertising is to persuade to buy your product or service. This requires understanding of psychology, the needs of human beings and how those needs can be satisfied. An American psychologist Abraham Maslov, has suggested that those needs can be arranged in the form of hierarchy. At the lowest level people need food, warmth and shelter. When these needs are satisfied, people begin to think about the safety of themselves and their personal possessions. Even when a human being does not feel under threat, a new need emerges according to Maslov. There is now a need to be approved by other people, a need for love and respect. The advertising industry finds this a very useful for its gimmicks.
If you want people to look at you admiringly, or enviously, the advertiser might try to persuade you to buy a new car - no-one else's will do! This is the latest and the best car in the market. If you haven't got one, or don't get one pretty soon, the rest of the world is going to see you as a dead duck! That is the message, in effect. The objectives_of advertising are as follows:
• To inform both existing and potential customers in the target market about the availability of products and services, their price and special features and places where they can be purchased.
• To persuade customers to purchase the advertised item.
• To remind customers about a product or service by regular advertising. This encourages customers to have confidence in the product.
• To increase sales and profits.
Most advertising is carried out by manufacturers and big retailers. Manufacturers advertise their products to inform the public of their existence and encourage them to buy their products when next shopping. Big stores continually advertise in order to persuade customers to shop in their stores rather than elsewhere. The combination of these two forms of advertising is called consumer advertising. Non-profit businesses also advertise e.g. charities.
Advertising will only be successful if the campaign is carefully planned. Unless the advertiser is clear about the target market, the message will be exposed to the wrong people. Effective advertising will reach the target market on a regular basis and have the desired result of increasing sales and profits. The availability and size of the advertising budget plays an important role in successful advertising.
Advertising benefits consumers and the economy in a number of ways:
• It provides us with information about prices, recent improvements in certain goods and services, and the availability of new ones.
• Advertising often results in lower prices. Large scale production can reduce costs. By creating mass markets, advertising enables producers to reduce the costs of their
, products.
• Advertising stimulates competition, and competition benefits us all.
• Advertising pays most of the cost of magazines and newspapers, and all of the cost of commercial radio and TV.
Not everyone agrees that advertising benefits the economy. Critics list the following points of its disadvantages:
• The information contained in advertisements often misleads the consumer.
• Because it costs money to advertise, this cost is added to the price consumers pay.
• Consumers are tempted to spend money for products they do not really need.
• Radio and TV are not really free because the cost of advertising on them is also passed on to the consumer.
WORD STUDY
Ex. 3. Match the words listed in the box with their Russian definitions.
to promote, gimmick, charity, to tempt, hierarchy, consumer advertising,___________ dead duck________________.
1. Реклама потребительских товаров_____________________»_________________.
2. Содействовать продвижению какого-либо товара или услуги_________________.
3. Обреченное на неуспех начинание в результате ошибки или неправильного понимания
4. Любая система, в которой индивиды, животные или неодушевленные объекты ранжированы по статусу, степени важности и т. д._______________________________________________.
5. Проявление милости по отношению к кому-либо___________________________.
6. Новое ухищрение, новый способ обвести вокруг пальца покупателя, используемые в рекламном бизнесе______________________________________.
7. Пытаться уговорить кого-либо совершить неблагоразумный поступок _____________.
Ex. 4. Generate other forms from these verbs.
Verb | Noun | Verb |
to advertise | advertisement | advertising |
to promote |
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to persuade |
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to compete |
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to expose |
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to benefit |
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to tempt |
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to stimulate |
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Ex. 5. Find in the text the synonyms to the words in italics.
1. This requires understanding of psychology, the needs of individuals.
2. The art of advertising is to convince to buy your product or service.
3. A new need arises according to Maslov.
4. The purpose of advertising is as follows.
5. To persuade customers to buy the advertised item.
6. The advertising industry finds this a very useful for its machinations.
7. This fosters customers to have confidence in the product.
8. To enlarge sales and profits.
9. The message will be revealed to the wrong people.
10. The information contained in advertisements often tricks the consumer.
11. Consumers are seduced to spend money for products they do not really need.
12. Most advertising is performed by manufacturers and big retailers.
13. The rest of the world is going to see you as a miserable person.
14. It provides us with information about prices, recent updating in certain goods and services.
Ex. 6. Think of the nouns which could make word collocations with the suggested verbs.
to encourage ____ _________
to attract _ _________________________________________________
to benefit
to mislead_________________________________________________
to inform _________________________________________________
to increase ________________________________________________
to enable.______________________________________ '•-_________
to persuade ________________________________________________
to carry out________________________
to plan ___________________________________________________
to reduce________
Ex.7. Look at the terms in the left-hand column and find their definitions or the words very close in meaning in the right-hand column.
objective | a. | practical kindness, alms-giving |
competitor | b. | series of operations |
benefit | c. | communication from one person to another |
charity | d. | rival, opponent |
consumer | e. | goal, target |
promotion | f. | advantage, profit |
campaign | g- | moving or pushing forward |
message | h. | buyer, customer |
Text 2
TYPES OF ADVERTISING MEDIA
There are many advertising media available. Advertisers have different advertising media to choose from. Which one should be used? Can an advertiser afford to advertise on TV? As advertising in the wrong media is a waste of money, the following factors should be considered when determining the most effective advertising media to use:
• the objective of the advertising
• the target market: low income or high income consumers
• the type of product
• the size of the advertising budget
• the reason for the advertising campaign.
Among the media usually used in advertising are:
1. Television advertising.
(a) This is a very effective method of advertising the product nationwide and worldwide.
(b) Once the target market is known it is possible to "time" the advertising for when such customers are likely to be watching.
(c) It is a costly method of advertising, especially during peak viewing. Due to high cost, the message to the consumer must be catchy, clear and precise.
2. Newspaper advertising.
(a) National newspapers have a nationwide readership and so are suitable for advertising when the target market is nationwide.
(b) Circulation of local newspapers is confined to a local geographical area so the majority of advertising in them is for the local target market. It is cheaper to advertise in a local newspaper than a national one.
3. Magazine advertising.
(a) Magazines are usually published weekly or monthly and they have a longer life than newspapers.
(b) Magazines are aimed at a special target market, e.g. business people, sports people, teenagers, etc.
(c) A lot of advertisements in magazines are in colour and are generally more catchy, more effective and very costly.
4. Radio advertising.
(a) This can be an effective method of advertising the product nationwide, (c) Radio advertising is much cheaper than TV advertising.
5. Outdoor advertising.
(a) Billboard advertising is common in cities and large towns to catch the attention of the "moving" consumers, e.g. on a busy road or beside an airport.
(c) The advertisements are big and well designed in order to be seen and understood.
6. The Internet.
This is a new channel of distribution for promoting goods. It is becoming more available both nationwide and worldwide. Credit cards are used as a means of payment.
7. Other media.
They are: leaflets, posters, slogans, flyers.
WORD STUDY
Ex. 8. Give the English equivalents to the following words and word-combinations.
средства информации______________________________________________
рекламировать на внутреннем рынке выбрать время
дорогостоящий метод_________
броский, легко запоминающийся тираж газет
наружная реклама__________
хорошо оформленная реклама
канал распространения______
бесполезная трата денег_____
читательская аудитория_____
местная газета
Ex. 9. Group the following words into seven synonymous groups.
advertising target to foster public goal
to mislead machination to buy publicity audience
to obtain to encourage promotion to cheat gimmick
trick objective to deceive to purchase to stimulate
COMPREHENSION
Ex. 10. Read the paragraphs of the text about benefits and disadvantages of advertising and give your arguments or counter-arguments on each point. Use the following phrases.
I quite agree that... I think that... My point of view is...
As for me... v
I am not sure that...
It's not quite so. I believe that...
I am afraid I can't agree that...
It's wrong to think that...
Ex. 11. Write questions to ask about the missing information in sentences from Text 1. Try to complete these sentences first.
1. It is one of the methods of______________________
2. Advertising can be defined as ________________________________________________
3. At the lowest level people need _______________________________________________
4. There are___________ main objectives of advertising.
5. The second objective of advertising is____________________________________________
6. Most advertising is carried out by_______________________________________________
7. The availability and size of the advertising budget plays_________________ role in successful
advertising.
8. Advertising stimulates _ _______________________________________________________
9. ___________________ list some disadvantages of advertising.
10. Radio and TV are not really free because_________________________________________
Ex. 12. Match two halves of the sentences from Text 2.
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Ex, 13. Arrange the following so as to match the factors, which should be considered for effective advertising, with their explanation.
1. The objective of the advertising. 4. The size of the advertising budget.
2. The target market. 5. The reason for the advertising campaign.
3. The type of a product.
______ The bigger the budget the more elaborate (продуманная) the campaign, hence the
greater chance for success.
______ A clear objective must be set and later evaluated to see how successful the campaign has
been.
______ What kind of consumer the advertising is going to appeal to: low income or high income
consumers, youth market, farm market or children.
______ Is it to launch a new product or to give a specific message to the target market?
______ Certain types of special and expensive products, such as computers, require selective
advertising in business magazines.
Ex. 14. Look through the text once again and say which of the given below aspects of the topic "Advertising" are reflected in the text and which are not.
1. Advertising is one of the methods of promotion of goods and services.
2. The objectives of advertising.
3. The requirements an advertiser should fulfill while making an advertisement.
4. The factors to be considered for choosing effective advertising media.
5. The ways of planning an advertising campaign.
6. Main advertising media.
7. Benefits and disadvantages of advertising.
8. The means by which consumers should be protected from being deceived and misinformed by advertisements.
DISCUSSION
Ex. 15. Give the reason for your opinion of the following statements. What do you think?
1. Advertisements are everywhere.
2. Ads make us believe that we should be ashamed if we don't buy advertised goods.
3. The message of an advertisement is to buy a product if you don't want to be left behind.
4. Advertisers use lots of tricks.
5., Some advertisements help us to choose right things.
Ex. 16. Read the text and find the definitions of the following notions.
Advertising, advertisement, advertiser, classified ad, personal ad, commercial, commercial break, billboard, poster, flyer, slogan, campaign.
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.
Do not mix up advertisement with advertising. The latter is the business of making advertisements. Classified ads arc 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 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 personal ads.
We also have commercials, which are advertisements on TV or the radio. A short interruption in a television or a radio programme 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, etc. and events used for advertising, aims at getting us interested in a product or a company and making us buy something.
Ex. 17. Underline the stressed syllable in the following words.
ad ver tise ad ver ti sing ad vert ad ver tised ad ver tise ment Ex. 18. Fill the gaps with the words from Ex. 17.
1. Do you think that_______________________ is a form of art? Why (not)?
2. How much does it cost to___________________ in a newspaper, on the radio or on TV in
your country?
3. Tobacco____________________ in the UK is banned on television and radio and in
magazines and newspapers. Is it banned in your country? Do you think it should be? Why (not)?
4. Do you think that tobacco, cigarettes etc. should be___________________ near schools?
5. What are funniest three________________________ you have ever seen?
6. What factors do you think make a good______________________________?
Text 3
Read the text. What is it about? What is your variant of the title? How many parts docs the text consist of? What is each part about? Define the key sentences of each paragraph.
The advertising business is composed of two main groups - advertisers and agencies. The advertisers (or clients) are the companies that advertise themselves and their products. Advertisers range in size from small independent stores to huge multinational firms and in type from small industrial concerns to large service organizations. Assisting them are the advertising agencies that plan, create, and prepare advertising campaigns and materials for the advertisers. In addition to these two groups are the media, which sell time (in electronic media) and space (in print media) to carry the advertiser's message to the target audience. And finally, there is another group as the suppliers. These include the photographers, illustrators, printers, video production houses, and many others who assist both advertisers and agencics in the preparation of advertising materials. Many of us think of advertising people as the copywriters and art directors who work for the advertising agencies. But in reality, the people who work for the clients are also very much involved in the advertising business. In fact, the majority of people in advertising are employed by the advertisers. Virtually every company has a department of some size, even if
it just one person who shares the advertising responsibility with other job functions. The importance of the company's advertising people varies, depending on several factors: the size of the company, the type of industry in which it operates, the size of advertising programme, the role of advertising in the company's marketing mix, and most of all, the involvement of the firm's top management in the advertising function. Company presidents and other top executives, who are naturally quite interested in how their company or product is portrayed, are often directly involved in advertising decisions. Sales and marketing personnel frequently provide input to the creative process, assist in choosing of advertising agency, and help evaluate proposed advertising programmes. Large companies may have a separate advertising department employing from one to several hundred people and headed by an advertising manager. These departments often resemble advertising agencies in structure and function. Creative people - artists, writers, and photographers - are employed by the advertising departments of large companies and by independent advertising agencies to produce the ads. Their work is coordinated by someone who takes responsibility for the entire campaign or product - perhaps a creative director or a product manager. Product engineers and designers often make recommendations about product features or provide information about competitive products. Similarly, administrative people in accounting and purchasing help determine appropriate budgets for the next campaign.
DISCUSSION
1. Would you like to make ads?
2. What personal qualities are necessary to becomc a good agent? What education does he need?
3. Have you ever dreamt of opening your own advertising agency?
4. What do you think are the good and bad parts of working in advertising?
5. What products (services, events) would you never advertise and why?
6. Advertising is an art.
Ex. 19. Mind the use of the words brand and make and the words trademark and logo. They are not exactly the same in meaning.
Brand and make are very similar words and refer to the names of products. Make tends to be used to refer to the name of the firm that produces the product. The product itself is usually one that requires assembly, c. g. Indesit is a make of washing machine. Mercedes is a German make of car. There are hundreds of makes of micro-computers.
Brand is not necessarily the name of the manufacturer. However, the expression brand name identifies a group of products sold by the same firm.
e. g Unilever markets many brands of washing powder and foodstuffs.
Camel is a famous brand of cigarettes.
Miele is the brand name of a line of household appliances.
Trademark is the word or symbol that a manufacturer always uses on a product or range of products to distinguish them from others. It is usually registered and protected by law. e. g. Coca-Cola and Coke are registered trademarks.
Logo is the symbol, design or special way of writing a company uses on its products, notepaper, advertisements, etc. This word is very similar to trademark. However, we would probably prefer the word logo when referring to an emblem or purely pictorial representation.
DISCUSSION
How important is branding?
Are there any brands you like and brands you dislike? Explain your feelings. Ex.20. Read the article from The Marketer's Guide and answer the questions:
BRAND LOVE
by Peter Vane
I think that branding is the most important point your company can consider. It's not enough just to have everyone recognize your brand name or your logo. The best brand has a rational as well as emotional appeal, and speaks to your customer's head as well as his or her heart. You want your brand to be something the customer knows is the best - and feels is the best too.
Today, everyone's talking about iPods, and not just as musical devices. When young people talk about their iPods, you might think they're talking about a best friend: "I'd never go anywhere without it!" Despite the number of me-too products designed to compete with the iPods, the original still has the largest market share. Why? Brand loyalty.
And remember, once you've inspired brand loyalty in your customers, you can't betray them and change the story of your brand. Cadbury, for example, has a reputation for their chocolates. But when they introduced Cadbury's soup, it failed. The problem was that the product was off-brand, and didn't fit with the expectations people had about Cadbury's products.
So remember that when you're telling a story about your product, the story has to be consistent. Very few products live forever. But establish your brand, and people will remember it. When Apple introduces its next new idea, millions of people will be paying attention, ready to fall in love again.
Ex.21. List some of your favorite brands. Then answer these questions.
1. Are they international or national brands?
2. What image and qualities does each one have?
3. Do the products have anything in common? For example, are they all high priced?
4. How loyal are you to the brands you have chosen? For example, when you buy jeans, do you always buy Levis?
5. If you don't buy branded goods, explain why.
6. What are the advantages of branded goods for: 1) the manufacturer, 2) the consumer
COMPREHENSION
Ex. 22. Multiple choice. In each of the following, select the word or phrase that best completes the sentence or answers the question.
1. When designing an advertising layout (макет), you should use
a) large headlines since big print is easy to read
b) as many ideas as possible since space is expensive.
c) a series of elements which draw attention to a regular pattern
d) startling proportions so that the advertising attract attention
2. Which one of the following departments are usually responsible in the company for the development of a favourable community image for the business?
the advertising department
the personnel department
the public relations department
the purchasing department
3. Which one of the following media is usually the most expensive?
radio
newspapers
outdoor advertising
television
4. Which one of the following elements of an advertising layout would be a problem for you if you could not draw or sketch?
headline
copy
illustration
media
5. Which one of the following recommendations offers poor advertising advise?
The advertiser should spend as much as the budget will allow,
The advertiser should periodically evaluate the advertising dollar for effectiveness.
The advertiser should vary media from time to time to reach different markets
The advertiser should read the results of research and surveys of buying habits in the area.
6. A method of sales promotion used in supermarkets is
trading stamps
games of chance
coupons
all of these
7. The small retailer usually uses all of the following media except
local radio
national TV
local newspapers
local telephone directories
8. The companies use the outdoor advertising in order to
protect themselves against their own too optimistic forecasts.
advertise throughout the world with a single commercial.
flatter the target audience by pandering (угождать) to their self image and making them more receptive to the advertising message.
attract the attention of people such as pedestrians and motorists.
INDIVIDUAL TASK
Ex. 23. Read the following radio commercials.
The first ad is for Business Class air travel between England and the USA; the second is for What Hi~Fi? Magazine; and the third is for a festival in a chain of Italian restaurants.
Commercial 1
On Continental Airlines Business First the champaign will cool you, the First Class electronic sleeper seat with extra leg room and personal video will calm you. The limousine will collect you and take you to the airport and another will meet you in the USA. All for a Business Class fare. Business First. London and Manchester to New York or London to Houston. Be cool, calm and collected.
Commercial 2.
Voiceover: A typical horror story.
Customer: Hello, I'd like to buy a stereo, please.
Salesman: Certainly, madam.May I recommend the Shannon X-13 with quadruple bass boost-magnum force (Woman screams.)
Voiceover: If only she had read What Hi-Fi? The magazine that takes all the worry and guesswork out of buying home entertainment systems from all-in-ones to home cinemas and Hi-Fi separates. What Hi-Fi? 's test results cover all aspects of the market. What hi-fi magazine should you read? What Hi-Fi?
Commercial 3.
Mamma Amali Cafe-Bar Restaurant is running a festival of good Italian living concentrating on the foods and wines of Italy. From the 25th of October. Mamma Amali situated in the Grafton Centre in Cambridge. Mamma Amali the home of good Southern Italian home cooking. At value for money prices.
Ex. 24. Compare the three commercials in respect of:
a) their length
b) the numbers of speakers
c) the style of the text
d) their artistic value
e) which of them is rather primitive (naive, poor, dull, clever, sophisticated, artistic).
Ex.25. Answer the following questions:
1. What radio networks do you think broadcast these commercials?
2. Do you think that the first commercial was effective and more passengers started choosing this service for their flights?
3. Did more people subscribe to the What Hi-Fi? magazine?
4. What do you think the effect of the third commercial was?
5. Did you like the words "At value for money prices"?
6. Where else do you think they could be used?
Ex. 26. Agree or disagree:
1. Only professionals can make good commercials.
2. Every commercial hits the target.
3. Commercials make the most popular forms of advertising.
4. Commercials are not very expensive.
PRE-READING DISCUSSION
1. Have you ever thought about "children and advertising"? Is it a problem? What is your attitude to this problem?
2. How much do you think children are influenced by adverts they see on television?
3. What do you think about children's participation in commercials?
4. What advertisements should children never watch?
Text 4
COMMERCIALS AIMED AT KIDS
VOCABULARY
advertising appeal - рекламный призыв health hazards - угроза здоровью
to banish from the airwaves - убрать из эфира (радио- или телевизионные каналы)
program content - содержание передачи
pressure group - влиятельная группа; группа давления
to call for restriction - призывать к ограничению
upper-middle-class - верхушка среднего класса; крупная буржуазия
to induce - склонять
lower-middle-class - "низы среднего класса"; мелкая буржуазия consumption patterns - потребительские шаблоны
Many people argue whether young children (under 10-12) should be the target of advertising appeals at all, and whether some products like sugary cereals present sufficient health hazards to kids that they should also be banished from the airwaves. Some people argue that basically, any advertising to a 6-year-old is unfair and misleading because the child is too young to understand it. Little children don't have the natural defenses some adults have. And when it comes to television advertising, they really don't understand the selling intention of the advertiser.
Where children are concerned, we must be absolutely sure that no dangerous or misleading impressions are left with our youngest consumers. Children are not qualified to decide for themselves whether they need vitamins, and probably can't tell the difference between an ad message and program content where one of their favourite superheroes was involved.
The advertising industry's argument is, that parents themselves should be the ones responsible for what their kids see and what they don't. Another interesting point is that pressure groups like Action for Children's Television (USA), which call for more restrictions on kids' advertising, are made up of upper-middle-class parents who may not like those commercials because they induce their kids to want toys and foods associated with lower- middle-class consumption patterns. The same techniques of persuasion are praised when they appear on Sesame Street (which borrows heavily from kid commercial techniques) because the programme is seen as educational, thus more desirable by those parents.
Ex. 27. Answer the questions.
1. What problems are still being argued in terms of advertising aimed at children?
2. Why is any advertising to a 6-year-old considered unfair and misleading?
3. Why can't children decide for themselves whether to consume advertised products or not?
4. Who should be responsible for what the kids see and what they don't?
5. Who are the pressure groups made up of?
6. Why may not upper-middle-class parents like commercials?
7. What is the reason for approving commercials when they appear on Sesame Street?
SUPPLEMENTAR V READING
Text 5
ARE YOU INFLUENCED BY ADVERTISING?
be part and parcel of - included in something else or connected with it GE food - genetically engineered food
It goes without saying that all of us are influenced by adverts* commercials, brochures, bright pictures, sample sales and free gifts that are used to advertise goods, service and I'd say a certain way of life. In fact advertising has become part and parcel of our everyday life. Advertisements are all around us not just on TV, radio and in the press, but also at sports grounds, in shop windows, and on posters, carrier bags, badges, T-shirts, trams and buses and even hot air balloons. Whether we like it or not, advertising is a powerful force, and all countries have different ways of persuading people to buy something. Nevertheless, they have much in common.
If you don't mind, I'm going to dwell upon some of the gags they use and tell you how they influence personally mc.
To begin with, I'd like to say that advertising often uses the language and pictures to make us believe that we should be ashamed of ourselves for not buying a certain product for our families or ourselves. They play on our feelings, emotions, and especially our wish to be up-to date and knowledgeable.
Frankly speaking I can only tell one shampoo from the other by the effect it produces on my hair. It sometimes leaves it silky, manageable, shiny or heavy, greasy or dull. But I'm flattered to hear that I'm buying the one that is "scientifically developed" or "has been scientifically approved by experts" and is "a revolution in scalp skin care".
The numerous ads exploit our wish to be as good as others. They challenge us to "keep up to date", "keep up with the neighbours", or even "keep one jump ahead". The message is to buy the product if you don't want to be left behind. I must tell you that it's very tempting to buy a TV set of the new millennium or a coffee maker that every other family in all European countries uses. But here an average Russian consumer inevitably faces two problems: what's to be done with a previous one that is in perfect working order and. secondly, how to earn as much money as every other European family. I find those ads humiliating and try to ignore the information about weekends on Hawaii's cottages, Italian kitchens and posh cars.
The third trick they use is to say: be attractive. Pictures of sexy women and strapping young fellows are often used to draw attention to a product, and the suggestion is that we will be desirable and socially successful if we use it. That's ridiculous! An untidy woman is repulsive and vulgar no matter whether she uses a brand famous new French perfume or not. In my opinion a man smoking "Camel" on a high mountain cliff doesn't look romantic and brave. It's totally absurd to climb that high so that to inhale nicotine instead of fresh mountain air.
Besides, he pollutes the global atmosphere and risks cancer.
However, there are some ads which I find very instructive. These ads persuade us to do things well. The idea is that you must buy the product if you want to do your job properly. Many soap powders are sold through the idea that they "wash whiter than white", "remove stains" and so on. That's how I discovered "Tide" and "Ariel" washing powders. It would have cost me a pretty penny to buy and try dozens of others.
The ads which I really like and approve of are those that tell us to be responsible or act responsibly. These are adverts for health foods, environmentally friendly products, and even charities. They really appeal to the caring side of human nature. They aim to make us feel guilty if we ignore the appeal. I do want my children and grandchildren to live on a healthy green planet without polluted forests or harmful wastes from nuclear plants and reactors. In this concern I'd like to mention the growing anxiety of Americans about GE food. For years they had been bombarded with ads full of fresh red-ripe tomatoes, green spotless apples and mouthwatering straw berries. Most of them turned out to be genetically engineered. Genetically engineered food is the one whose genes have been manipulated to resist destruction and develop desirable characteristics. It makes up about 60 to 70 percent of the stock in your grocery store. So those tomatoes, for example, may well have had fish genes inserted so that they will resist frost. Now people become more and more aware of what they are eating and now Europe's seven largest grocery chains have committed their store brands to go "GE" free and Japan, South Korea, New Zealand and Australia require labeling of all genetically modified foods.
To finish with, I'd like to say that I'm not entirely influenced by adverts like "millions of satisfied users" I don't believe that it is possible to become special by using a spray the pop-stars use, or become a VIP by driving a posh Rolls Roy's car. I remember Robert Burns' epigram about a flea that still remained a flea after spending a day with a king. I'm not going to seek "unique experience", tasting new Fanta or Cola. LIFE itself is a unique experience and it doesn't need any advertising.
Ex. 28. Comment on the following statements. Bo you agree or not?
Advertising has become part of our life. Advertising influences everyone.
None of advertisements tries to make us believe that we should buy a certain product.
Ads persuade us to be as good as others.
All advertisements are ridiculous.
Commercials can't be instructive.
Adverts for health foods are nonsense.
Life itself needs advertising.
FINAL DISCUSSION
1. To be successful a product must appeal to everybody or at least to the majority of people. Give your pros and cons.
2. Does advertising manipulate us into buying things we don't want?
3. Give two examples of recent purchases where the specific purchase situation influenced your purchase decision. Briefly explain how your decision was affected.
4. Give an example of recent purchase in which you used extensive problem solving. What sources of information did you use in making the decision?
5. Can television commercials cause unhealthy levels of family conflicts? Give your reason.
7. Does advertising influence children's values? In what way?
8. Your boss says to you: "We don't need to use an advertising agency. They cost too much and we can do that stuff ourselves anyway." What arguments can you develop to support the use of an agency?
9. Does advertising influence children's values? In what way?
10. "You can tell the ideals of a nation by its advertisements." Norman Douglas.
11."Advertising may be described as the science of arresting human intelligence long enough to get money from it." Stephen Leacock.
12. "The best ad is a good product." Alan H. Meyer
13."Let advertisers spend the same amount of money improving their product that they do on advertising, and they wouldn't have to advertise it." Will Rogers.
FINAL QUESTIONNAIRE
1. What is advertising?
2. How can advertising be defined?
3. What is the art of advertising?
4. What understanding does advertising require?
5. What are the two first objectives of advertising?
6. What are the third and the fourth objectives of advertising?
7. Who is most advertising carried out by?
8. What is called consumer advertising?
9. Does advertising need careful planning? Why?
10. What are the advantages of advertising?
11. What are the disadvantages of advertising?
12. What factors should be considered when determining the most effective advertising media to use?
13. What advertising media do you know?
14. What is the most effective method of advertising?
15. Why must advertisements on television be catchy, clear and precise?
16. Why is it cheaper to advertise in a local newspaper than a national one?
17. What market is advertising in magazines aimed at?
18. Where is outdoor advertising commonly used?
19. What is the aim of outdoor advertising?
20. What is the advantage of promoting goods through the Internet?
21. What are the two main groups the advertising business is composed of?
22. Give the definition of the advertisers.
23. What are the functions of an advertising agency?
24. In what way does the media participate in advertising process?
25. What professional people usually assist both advertisers and agencies in the preparation of advertising materials?
26. Who are the majority of people in advertising employed by?
27. What factors influence the variety of the advertising people employed by the company?
28. Who is often directly involved in advertising decisions?
29. What is more common for large companies: to employ outside agencies or to have a separate advertising department for planning an advertising campaign?
30. Who heads an advertising department in large companies?
31. What problems are still being argued in terms of advertising aimed at children?
32. Why is any advertising to a 6-year-old considered unfair and misleading?
33. Why can't children decide for themselves whether to consume advertised products or not?
34. Who should be responsible for what the kids see and what they don't?
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