The Pros and Cons of the Major Advertising Media

Уральский социально-экономический институт

Академии труда и социальных отношений

Кафедра иностранных языков

ADVERTISING

РЕКЛАМА

Сборник учебно-методических материалов

Челябинск

Advertising. Реклама: Сборник учебно-методических материалов / Сост. Данилова Г.В.; УрСЭИ АТиСО. – Челябинск, 2008. – с. 33

Сборник учебно-методических материалов предназначен для студентов, изучающих английский язык в рамках дисциплин: «иностранный язык», «английский деловой язык», «иностранный язык в системе коммуникации». Предлагаются аутентичные тексты и упражнения, способствующие развитию навыков чтения и устной речи, расширению активного словаря. Тематика текстов и упражнений соответствует задачи профессионализации обучения английскому языку в вузе.

Составитель Данилова Г. В., канд. фил. наук, доцент, зав. кафедрой

иностранных языков УрСЭИ АТиСО

Рецензент Кислицына С.В., канд. фил. наук, доцент кафедры

иностранных языков УрСЭИ АТиСО

Рекомендовано к изданию редакционно-издательским советом Уральского социально-экономического института Академии труда и социальных отношений (протокол № от).

© Уральский социально-экономический институт

Академии труда и социальных отношений, 2008

© Данилова Г.В., 2008

Предисловие

В области экономики владение иностранным языком должно охватывать не только сферу профессиональной терминологии и делового этикета, но также и знание лингвистических средств в рекламе как средства межкультурного общения и влияния на потенциального потребителя. Поэтому особое внимание уделено отбору и разработке учебных материалов, связанных с реальным контекстом. Интерес к рекламным текстам оправдан. Тема «Advertising. Реклама» в курсе английского языка для экономических специальностей согласно рабочей программе рассматривается на заключительном этапе. Учебно-методические материалы рекламной тематики могут использоваться и для специальностей «Прикладная информатика» («деловой английский язык») и «Связи с общественностью» («иностранный язык в системе коммуникации»).

Задачи этой работы - расширить и закрепить профессиональный словарь, дать дополнительный и современный материал для обучения работе с текстом и развития навыков профессионального общения.

Данный сборник учебно-методических материалов включает четыре раздела: «Реклама», «Карьера в рекламном бизнесе», «Язык и психологические особенности рекламы» и «Тексты для чтения». В первых трёх разделах представлены 3-4 текста, объединённые тематикой раздела и упражнения. При отборе текстов учитывались актуальность тематики, аутентичность, информативность, стилистическое разнообразие, степень трудности. Тексты взяты из периодических англоязычных изданий, специальной литературы, с сайтов компаний. В текстовом материале отражены следующие темы: история рекламы, типы рекламы, преимущества и недостатки рекламы, глобализация и реклама, использование знаменитостей в рекламе, лингвистические особенности в рекламе, способы убеждения, средства массовой информации, создание имиджа, результаты социологических исследований. Разнообразие текстов позволяет выбрать материал и для аудиторной работы под руководством преподавателя, и для самостоятельной работы студентов. В работе представлены и британский, и американский варианты английского языка. Необходимо обратить внимание студентов на орфографические особенности American English. Предлагаемые упражнения не однотипны, но в каждом из первых трёх разделов есть упражнения на закрепление активной лексики, на проверку понимания текста, на развитие навыков устной речи. Уделено необходимое внимание рекламной терминологии в английском языке. Предлагаются творческие письменные задания, задания дискуссионного характера.

Тексты и задания могут быть использованы выборочно. Дополнительные тексты 4-го раздела рекомендуется взять для домашнего чтения. При работе с методическими материалами по теме «Advertising» для расширения словарного запаса рекомендуется использовать специальные словари экономической лексики.

I. ADVERTISING

Text 1.

History of Advertising Introduction. Marketing is more than just distributing goods from the manufacturer to the final customer. It comprises all the stages between creation of the product and the after-market which follows the eventual sale. One of these stages is advertising. The stages are like links in a chain, and the chain will break if one of the links is weak. Advertising is therefore as important as every other stage or link, and each depends on the other for success.The product or service itself, its naming, packaging, pricing and distribution, are all reflected in advertising, which has been called the lifeblood of an organization. Without advertising, the products or services cannot flow to the distributors or sellers and on to the consumers or users. Early forms. Advertising belongs to the modern industrial world, and to those countries which are developing and becoming industrialised. In the past when a shopkeeper or stall-holder had only to show and shout his goods to a passers-by, advertising as we know it today hardly existed. Early forms of advertising were signs such as the inn sign, the red-and-white striped barber's pole, the apothecary's jar of coloured liquid and the wheelwright's wheel, some of which have survived until today. Effect of urban growth. The need for advertising developed with the expansion of population and the growth of towns with their shops and large stores; mass production in factories; roads and railways to convey goods; and popular newspapers in which to advertise. The large quantities of goods being produced were made known by means of advertising to unknown customers who lived far from the place of manufacture.Advertising grew with the development of media, such as the coffee-house newspapers of the seventeenth century, and the arrival of advertising agencies nearly 200 years ago, mainly to handle government advertising. Advertising and the modern world. If one looks at old pictures of horse buses in, say, late nineteenth-century London one will see that they carry advertisements for products famous today, a proof of the effectiveness of advertising. Thus the modern world depends on advertising. Without it, producers and distributors would be unable to sell, buyers would not know about and continue to remember products or services, and the modern industrial world would collapse. If factory output is to be maintained profitably, advertising must be powerful and continuous. Mass production requires mass consumption which in turn requires advertising to the mass market through the mass media.

Exercise 1. Discuss the questions.

1. What part does advertising play in public life?

2. Why is advertising called the lifeblood of an organization?

3. Can you give examples of early forms of advertising?

4. What can you say about the development of advertising?

5. What are the channels advertising uses every day?

6. What is the role of mass media in advertising?

7. Why are so many people involved in the great business of merchandising?

Exercise 2. Fill in the missed words from the list below.

Advertising plays a very important part in modern....... The manufacturers tell the public about their new products and the stores tell the public about what...... they have at what prices. Advertisements can be seen in newspapers,........, and on television every day of the week. Many more advertisements are sent to customers’........ Today the........ American adult is assaulted by a minimum of 560 advertising....... a day.

Advertising is impersonal, usually paid communication intended to inform, educate,........, and remind. Advertising is a sophisticated form of communication that must work with other marketing...... and business elements to be successful.Advertising must be....... — that is, it must make you stop thumbing through the newspaper or thinking about your day long enough to read or hear....... Advertising must also be credible, unique, and memorable in order......And finally, assuming the actual advertising is built upon a solid positioning strategy, enough money must be spent....... a media schedule for ad frequency, the most important element for ad memorability. _________________________________________________________

magazines, the ad, persuade, average, to provide, merchandising, interruptive, messages, products, homes, tools, to work

Exercise 3. Consider the pros and cons of advertising and take sides.

Arguments for:

1. It gives information. We can read adverts from different companies and compare.

2. It pays for our newspapers, magazines, TV and radio, which would otherwise cost more.

3. It can be beautiful. Life would be dull without it. Often a 30 second advert costs more than the one hour TV programmer it breaks into. So, it should be good!

4. It employs people: artists, directors, designers.

5. It’s experimental. Adverts need to have new ideas, and allow artists room for creative thinking.

Arguments against:

1. It creates false differences between similar products. For example, tests show that all detergents are equally effective. As a result detergents are heavily advertised, which puts the price up.

2. It creates false ideals and images. People worry because they use the wrong deodorant. People see images of men and women with ideal figures, and worry if they are different. The idea of a consumer society is promoted.

3. It causes annoyance, nuisance, noise and ugliness. Posters clutter streets. Bits of paper flood through the letter box.

4. Advertisers use children to pester their parents into buying something.

Exercise 4. Recall some advertisements or advertising campaigns to illustrate this or that argument.

Text 2.

The Pros and Cons of the Major Advertising Media

There are many different ways in which an advertiser's mes­sage can be communicated to his or her audience. In the States, as well as most other developed countries, newspapers still attract the largest share of the total advertising budget, with television, radio, direct mail and magazines accounting for most of the rest. Other media such as billboards, yellow pages, videotext and telemarketing, although growing steadily, still account for a relatively small part of the amount spent on advertising. Each medium, of course, has its own strengths and weaknesses, and a prospective advertiser would do well to consider these when devising the company's advertising strategy.

The main advantage of newspaper advertising is its broad reach, getting through to a wide spectrum of the population. There's permanence which you don't have with the electronic media and an all-year-round readership which makes long-term strategies feasible. Regional newspapers also offer the advantages of geographical selectivity and flexibility. On the other hand, newspapers usually don't offer colour, and if they do the availabil­ity is limited and very often of mediocre quality. Most newspapers offer little in the way of demographic selectivity, which can make precise targeting very tricky.

Television's main appeal is that it offers a combination of sight and sound, which opens up an almost infinite range of creative possibilities. Furthermore, messages can be broadcast very fre­quently and, like newspapers, to a very broad target. The chief disadvantage, of course, is the high cost of production and air time. The message tends to be short-lived and is often not seen at all as many viewers now have DVDs and skip over the advertisements.

Direct mail campaigns or mail shots as they're otherwise known, rely on mailing lists containing the names of likely prospects. Obviously, the more specific the list, the more effective the campaign is likely to be - and some lists are very specific; for example, a list might contain the names of all the female shareholders between the ages of 40 and 65 in a particular geographical area and this makes targeting specific prospects much easier. Direct mail also has the ability to saturate a specific area quickly using a style and format that offers enormous flexibility. On the minus side, however, direct mail often meets with a certain amount of consumer resistance. It's also relatively expensive per exposure.

Radio offers the advantages of low cost and large potential audience. As with television, advertisers can select the stations and times favoured by the audience they want to reach but, like television viewers, listeners can easily switch stations when the advertisements come on. Even if they don't switch stations, there's a tendency for people to use the radio for background sound and ignore the advertisements. Maybe it's because radio doesn't offer any visual possibilities.

Magazines differ from newspapers in several respects. Firstly, they tend to be kept much longer, sometimes for several weeks or months, and are often passed from person to person. Secondly, the quality of the reproduction is much better, which means advertisers can show their products accurately and create a quality image. Thirdly, special interest magazines offer greater selectivity in reaching specific market segments. However, the costs tend to be high and the campaign usually has to be prepared a long time in advance.

Exercise 1. a) Work in small groups and discuss which media would be used to promote the following:

a local clothes shop

a car

a computer

a language course

an insurance company

.....................

furniture

a holiday in...

funeral services

a cafe

political parties

b) Why are these media,rather than others, used? Prove your point.

Exercise 2. a) Read the text.

Most network TV time is bought by commercial firms which persuade the audience to buy certain goods from a certain company. Your program will be interrupted every 10 to 15 minutes to present these commercials to you, which will make you beautiful if you eat Kraft cheese or that you are sure to die young, poor and neglected if you do not use Esquire shoe polish. Commercials are declaimed in prose and recited in verse, sung by soloists and choirs, persuading, threatening, warning and ordering people to drink Knickerbocker – “New York’s oldest beer”. The selection of the types of programs to be presented is controlled primarily by the advertising sponsor. The advertiser, in turn, relies heavily upon the popularity of a program. As a result, TV programming is likely to run in cycles, with one or two types of presentation predominating. At one time, comedy and variety shows were very popular, occupying a large segment of TV time. Then came a period in which quiz programs – question and answer contents offering money or gift prizes to the winners – were very popular.

b) Answer the questions and discuss commercials in this country.

1. What do the commercials persuade the audience to do?

2. How often is a program interrupted to present commercials?

3. What genres are employed to influence commercials?

4. How often are programs interrupted for commercials on Russian TV?

5. What programs are the most popular with advertisers?

6. What’s the public reaction to advertising on TV?

Exercise 3. Open the brackets and use proper tenses and voices.

1. Advertising in the national press (to be) usually much more expensive than advertising in the local press. 2. Both types of advertising (to sell) by the column centimetre, the half page and the page. 3. Television advertising in Great Britain (to be) the most expensive kind of advertising and (to cost) many thousands of pounds for just a few seconds of television time. 4. If the advertisement (to show) at a time when relatively few people (to watch), then it (to be) cheaper. 5. Hoarding advertisements (to put up) in eye-catching positions at the side of the road. 6. Technical journals (to read) by persons and companies who (to be) interested in this particular kind of product. 7. Technical journals usually (to print) once a month. Exercise 4. Read the passage. Do you agree with this conclusion? What method of advertising do you consider the most effective one?

It is very difficult for advertisers to tell whether a particular advertisement or method of advertising has been effective, but there is no doubt that without advertising the customer would never hear of some products. Perhaps the most effective advertising of all is the recommendation of the product by a satisfied customer to a potential customer – advertising by word of mouth.

Text 3.

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