Mark the following statements true or false.

1. At the turn of the 18^th century psychological theory and method were started to apply to problems of routine life.

2. Advertising psychology became asubdiscipline in its own right in 1908.

3. Suggestion was the main theoretical notion in the examination of social influence.

4. Memory, feeling, sympathy, instinctive action, volition, habit, and attention are the basic psychological functions to be used for advertising design.

5. Effective advertising had to appeal only to individual interests.

6. Advertising executives should inform the public of exactly what is necessary to do to secure the product.

7. Habit is a great drive-wheel for the advertising, it makes customers to use a particular line of goods.

8. Two half-page advertisements elicit more attention than a ful-page advertisement.

9. In his book Scott covered everything that was then known about traveling.

5. How well have you read the text? Can you answer the following questions?

1. Is it possible to be a "rational" consumer, when confronted with the available range of advertising and promotional techniques? Can purchasers make reasoned choices?

2. What is the function of advertising according to Walter Dill Scott? How did he substantiate it? What was the primary determinant of human action according to W.D. Scott?

3. What roles do memory, feeling, sympathy, instinctive action, volition, habit, and attention play in designing advertisements?

4. What principles increase the memorability of an advertisement? Dwell on each of them.

5. How do pleasure and pain effect suggestibility? What did W.D. Scott offer to do to elicit pleasure in the advertisement reader?

6. What was sympathy for Scott? How did sympathy increase the power of suggestion?

7. What is motivation? What did the effective advertising have to appeal to?

8. What is the role of habit in advertising? In what case must advertising be extensive or continued?

9. What does the power of any object to compel attention depend upon? Why does attention value vary?

. Translate the following groups of words into Russian:

1. suggest — suggestion — suggestive — suggested — suggestolo-gy — suggestibility — suggestible;

2. psychology — psychologist — psychologize — psychological — psychologically;

3. to apply — applied — application;.

4. consume — consumerism — consumerist — consumable — consumer — consumed — consumption — consumership — consuming;

5. purchase — purchasable — purchaising;

6. help — helpful — helper — helpfully — helpfulness — helping — helpless.

8. Use the text to make word combinations with the following words:

— scientific

— advertising

— suggestion

9. Find in the text the words that mean the same:

advertising — habit

— probability

— properly

— intrusion

— promoter

— to guarantee

— incentive

Match English and Russian equivalents.

payment by installments	ежегодный взнос
to pay by installments	оплата в рассрочку, оплата частями
to miss an installment	очередной взнос (при покупке в рассрочку)
to buy on the installment plan	с рассрочкой на пять лет
five-year installment plan	не выплатить вовремя очередной взнос
yearly installment	покупать в рассрочку

Дата добавления: 2015-10-30