Advertising Today

The most common kinds of advertising in contemporary life are: magazine and newspaper advertisements / adverts; classified ads; TV commercials; posters; billboards (very large boards used for advertising); flyers (sheets of printed information advertising something); trailers (brief excerpts from a film, TV or radio programme which are used to advertise it); sports sponsorship; banners; sky-writing (words written in the sky using smoke from a plane); sandwich boards (advertising posters hung at the back and front of a person who then walks around a busy area); brochures; carrier bags; logos on clothing and other products.

By 1998, television and radio had become major advertising media. The TV commercial is generally considered the most effective mass-market advertising format, as is reflected by the high prices TV networks charge for commercial airtime during popular TV events. The majority of television commercials feature a song or jingle that listeners soon relate to the product.

At the same time the ability to record shows on digital video (such as TiVo) allow users to record the programmes for later viewing, enabling them to fast forward through commercials.

With the dawn of the Internet came many new advertising opportunities. Marketing through the Internet opened new frontiers for advertisers and contributed to the “dot-com” boom of the 1990s. Popup, banner, Popunder, advergaming, and email advertisements (the last often being a form of spam) are now commonplace. In general, the advertising community has not yet made this easy, although some have used the Internet to widely distribute their ads to anyone willing to see or hear them.

The impact of advertising has been a matter of considerable debate and many different claims have been made in different contexts. One of the most common complaints about advertising is simply that there is too much of it. According to the advertising critics, we are awash in a sea of commercials that make life less pleasant than it might otherwise be.

In many countries – namely New Zealand, South Africa, Canada, and many European countries – the advertising industry operates a system of self-regulation. Advertisers, advertising agencies and the media agree on a code of advertising standards that they attempt to uphold. The general aim of such codes is to ensure that any advertising is “legal, decent, honest and truthful.”

Vocabulary Notes:

1. newspaper advertisement [`nju:zֽpeıpə əd`və:tısmənt] – рекламне оголошення в газеті;

2. advert (скор. від advertisement) [`ædvə:t] – реклама, рекламне оголошення;

3. classified ads [`klæsıfaıd ` ædz] – рекламні оголошення, рознесені в газеті по рубрикам;

4. TV commercial [ֽti:`vi: kə`mə:∫^əl] – телевізійний рекламний ролик; телереклама;

5. poster [`pəustə] / [`poust^ər] – постер; афіша; оголошення; плакат;

6. billboard [`bılbO:d] / [`bılbO:rd] – рекламний щит; дошка оголошень;

7. flyer [`fla ı ə] / [`flaı^ər] – флайер; рекламна листівка; агітаційна листівка (у виборчій кампанії);

8. trailer [`treılə] / [`treıl^ər] – уривок з фільму / передачі (який використовується як аноанс);

9. excerpt [`eksə:pt] – витяг (з книжки); цитата, виписка;

10. sports sponsorship [`spO:ts `spOn^tsə∫ıp] – спортивне спонсорство;

11. banner [`bænə] / [`bæn^ər] – “шапка”, заголовок на всю ширину газетної шпальти; транспарант; лозунг, девіз; баннер;

12. skywriting [`skaıֽraıtıŋ] – повітряна реклама, написання по небу, скайрайтинг (засіб розповсюдження реклами, що являє собою стисле повідомлення, написане на небі літаком за допомогою струменю диму, що набуває форму букв повідомлення);

13. sandwich board [`sænwıG `bO:d] – рубашка-штендер, подвійний рекламний щит, “сендвіч” (закріплюється на плечах людини, яка ходить вулицями в якості “живої реклами”);

14. brochure [`brəu∫ə] 90% / [brou`∫u^ər] 10% – брошура; буклет; проспект;

15. carrier bag [`kæriə ֽbæg] – господарська сумка; пакет;

16. logo [`lOgə u ] – логотип; фірмова символіка;

17. (commercial) airtime [`eətaım] / [`ertaım] – (комерційний) ефірний час; тривалість передачі;

18. jingle [`Gıŋg^əl] – музична заставка (“джингл”) (рекламний ролик на телебаченні або радіо, що складається з легко впізнаваної глядачами або слухачами музичної фрази);

19. dawn [dO:n] – світанок, ранкова зоря;

20. (new) frontier [`frAntıə] / [frAn`tı^ər] – межа; рубіж; кордон;

21. “dot-com” (boom) [ֽdOt`cOm] – дотком, інтернет-компанія (компанія, бізнес якої зосереджений виключно в Інтернеті; така назва утворилася по розширенню .com (commercial), яке мають Інтернет-адреси комерційних компаній);

22. Popup [`pOpAp] / [`pα:pAp] – спливаюче вікно; вікно, яке висвічується на екрані – форма реклами в мережі Інтернет, спрямована на під-вищення трафіку на сайт рекламодавця; деякі веб-сайти відкривають для відображення реклами нове вікно браузера (звідси й назва);

23. Popunder [`pOp`Andə] – спливаюче вікно (вікно, що висвічується на екрані) на задньому фоні. Воно менше відволікає користувача, однак його не видно до тих пір, поки активне вікно не буде закрите. Таким чином, користувачу дещо важче визначити, який веб-сайт відкрив те чи інше спливаюче вікно.

24. advergaming (скорочення від advertising та gaming ) [`ædvəgeımıŋ] – практика використання відеоігор для рекламування продукту, оранзації чи точки зору. Термін “advergames” створив у січні 2000 Ентоні Джіларакіс (Anthony Giallourakis).

25. spam [spæm] – спам (практично непотрібна інформація, зазвичай реклама, яка навмисно розсилається великій кількості абонентів електронної пошти);

26. commonplace [`kOmənpleıs] – звичне явище, звичайна справа, типовий випадок;

27. TiVo [`ti:vou] – електронний відео записувач, який було розроблено та запроваджено на ринок компанією TiVo, Inc. у 1999 році.

28. (to be) awash [ə`wO∫] / [ə`wO:∫] – врівень з поверхнею води; змитий водою; залитий хвилею;

29. to attempt [ə`tem p t] – пробувати, намагатися; братися; заходжуватися;

30. to uphold [Ap`həuld] / [Ap`hould] – підтримувати (рішення, думку тощо), затверджувати (рішення), погоджуватися (із рішенням); задовольняти (відвід тощо); захищати (права тощо); надавати моральну підтримку;

31. decent [`di:s^ənt] – пристойний, порядний; скромний; милий;

32. truthful [`tru:θf^əl] – правдивий (про людину); правильний.

Task 18. Agree or disagree with the following statements. Correct false statements.

1. There are numerous kinds of advertising in contemporary life.

2. By 1968, television and radio had become major advertising media.

3. Sky-writing is generally considered the most effective mass-market advertising format.

4. Most often television commercials feature a song or jingle that listeners soon relate to the product.

5. The Internet opened up many new advertising opportunities.

6. The “dot-com” boom occurred at the dawn of the Internet.

7. The advertising community has already made this easy to distribute ads to anyone willing to see or hear them.

8. The impact of advertising has never caused argument.

9. One of the most common complaints about advertising is simply that there is not enough of it.

10. The aim of codes of advertising standards adopted in many countries is to ensure that advertisers reach their target audience.

Task 19. a) Make up the words using the following stems.

air		self		net
	time		work
writing		common		regulation		market
	mass		place
bill		board		sky

b) Which of the derived words means:

· time during which a broadcast is being transmitted;

· a large outdoor board for displaying advertisements;

· a group or system of interconnected people or things;

· not unusual; ordinary; happening often or frequently found, and therefore not surprising;

· words in the form of smoke trails made by an aeroplane, especially for advertising;

· the large numbers of people who want to buy a particular product; the market for goods that are produced in large quantities;

· the controlling of a process or activity by the people or organizations that are involved in it rather than by an outside organization such as the government?

c) Translate into Ukrainian paying special attention to the words in italics.

1. You can buy airtime at a discount of up to 10% and resell it to your clients. 2. Billboard advertisements have to be readable in a very short time because they are usually read while being passed at high speeds. 3. The first use of skywriting for advertising purposes was in 1922. 4. Satellite navigation is now used in modern skywriting aircraft, so that the message can be programmed beforehand, resulting in greater accuracy. 5. It is difficult to target each and every customer in the massmarket, therefore, marketeers must divide the market into smaller groups with similar wants. 6. The word “network” is first recorded in 1658; from 1839 it is used to refer to rivers and canals, and from 1869 to railways. 7. Foreign vacations have become commonplace. 8. Unemployment was commonplace in his profession. 9. Competition between companies is too fierce for self-regulation to work. 10. The danger with self-regulation is that it will operate too much for the protection of established firms in the sector, and too little in the interests of consumer protection or opportunities for innovators and new entrants to an industry.

Task 20. The words below are frequently confused. Study each pair of words. Pronounce them and translate into your native tongue. Explain the difference between the words in each pair.

1.dawn – down;	3.although – also;	5.ensure – unsure;
2.carrier – career;	4.code – cod;	6.decent – descent.

Task 21. a) Study the following pairs of words. Mind the differences as well as similarities in pronunciation of the nouns and verbs. Translate the words into Ukrainian.

NOUN		VERB
excerpt [`eksə:pt] / [`egzə:pt] format [`fO:mæt] impact [`ımpækt] feature [fi:t∫ə] record [`rekO:d] / [`rek^ərd] advert [`ædvə:t]	– – – – – –	to excerpt [ek`sə:pt] / [ık`sə:pt] to format [`fO:mæt] to impact [ım`pækt] to feature [fi:t∫ə] to record [rı`kO:d] / [rı`kO:rd] to advert [əd`və:t] / [æd`və:t]

b) Translate into Ukrainian paying special attention to the words in italics.

1. Today’s reading is an excerpt from the Bible. 2. The notes are excerpted from his forthcoming biography. 3. It is vital at this stage that the project is presented in a clear, concise and logical format. 4. Word-processing programmes format output in a variety of ways. 5. Our regional measures have had a significant impact on unemployment. 6. Falling export rates have impacted on the country’s economy. 7. Each room has its own disticnctive features. 8. Her work will be featured in a new exhibition. 9. This is a weekly record of world events. 10. These songs were recorded from a concert during last year’s season. 11. I saw an advert for a transport job with a large steel and engineering company. 12. Let’s advert to other matters.

Task 22. Recollect the contexts in which the following words were used in the text “Advertising Today” (Task 17).

1.sea;	3.song;	5.boom;	7.smoke;	9.sandwich;
2.sky;	4.dawn;	6.sports;	8.clothing;	10.self-regulation.

Task 23. a) Which word is being defined?

· 1) a tinned meat product made mainly from ham; 2) irrelevant or inappropri-ate messages sent on the Internet to a large number of newsgroups or users;

· a symbol or other small design adopted by an organization to identify its products, uniform, vehicles, etc.

· the practice of using video games to advertise a product, organization or viewpoint.

· a company that does most of its business on the Internet, usually through a website that uses the popular top-level domain.

b) Translate into Ukrainian paying special attention to the words in italics.

1. The term “advergames” was coined in January 2000 by Anthony Giallourakis. It has been applied to various free online games commissioned by major companies. 2. The popular top-level domain “.com” derived from the word “commercial”. One of the biggest mistake early dot com businesses made was that they were more interested in attracting visitor to their website but not necessarily winning them over to customers. 3. The word spam originated in the 1930s apparently from sp (iced h) am. The Internet sense appears to derive from a sketch by the British “Monty Python” comedy group, set in a cafe in which every item on the menu includes spam. 4. The word “logo” is an abbreviation of logogram or logotype which dates back to the 1930s.

Task 24. Use the prepositions from the box in the following phrases. Refer to the text “Advertising Today” (Task 17) to check your answers.

at	in ×3	on ×3	for ×2	around
of	to ×3	about	during	forward

1. … contemporary life;

2. words written … the sky;

3. a jingle related … the product;

4. awash … a sea of commercials;

5. to fast … through commercials;

6. a person walking … a busy area;

7. most common kinds … advertising;

8. the ability to record … digital video;

9. logos … clothing and other products;

10. programmes recorded … later viewing;

11. most common complaints … advertising;

12. posters hung … the back and front of a person;

13. the Internet contributed … the “dot-com” boom;

14. distribute the ads … anyone willing to see or hear them;

15. interested parties agree … a code of advertising standards;

16. prices charged … commercial airtime … popular TV events.

Task 25. Read and translate the passage.

While the term “dot-com” can refer to present-day companies, it is also used specifically to refer to companies with this business model that came into being during the late 1990s.

Many such startups were formed to take advantage of the surplus of venture capital funding. Many were launched with very thin business plans, sometimes with nothing more than an idea and a catchy name. The stated goal was often to “get big fast”, i.e. to capture a majority share of whatever market was being entered. The exit strategy usually included an IPO and a large payoff for the founders. Others were existing companies that re-styled themselves as Internet companies, many of them legally changing their names to incorporate a .com suffix.

With the stock market crash around the year 2000 that ended the dot-com bubble, many failed and failing dot-com companies were referred to punningly as dot-bombs, dot-cons or dot-gones. Many of the surviving firms dropped the .com suffix from their names.

Vocabulary and Cultural Notes:

1. to come into being [`bi:ıŋ] – виникнути, з’явитися;

2. a startup – “стартап” (нещодавно створена фірма, зазвичай інтернет-компанія);

3. IPO (Initial Public Offering) – початкове (відкрите) розміщення акцій, що відбувається в момент перетворення фірми у відкрите акціонерне товариство; здійснюється в два етапи: спочатку відбувається первинне розміщення (primary offering), а потім вторинне (secondary offering);

4. payoff – виплата; компенсація; винагорода; відплата, компенсація (збитків тощо); розплата;

5. stock market – фондова біржа; ринок цінних паперів; фондовий ринок;

6. bubble [`bAb^əl] – “(мильний) пухир” (ситуація на біржі, коли кон’юнктура, ціна акцій конкретної компанії або товару піднімається до рівня, що не має об’єктивної основи); дуте підприємство; дута (шахрайська) компанія; фіктивне підприємство;

7. punningly [`pAnıŋlı] – дотепно; смішно; з каламбуром;

8. dot-bomb (also dot bomb or dot.bomb ) [ֽdOt`bOm] – гумор. неуспішна dot-com; інтернет-компанія, що збанкрутувала, зазвичай за неймовірно короткий період;

Dot-con – афера в мережі Інтернет, наприклад продаж товарів, які не мають тієї якості, що рекламується, через он-лайн аукціони; пропозиція товару через спам і спливаючі вікна, ціна якого “занадто приваблива аби бути реальною”.

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