UNIT 6. ADVERTISING

TEXTS FOR READING AND DISCUSSION

№1. Read and translate.

TEXT A

ADVERTISING

In business they spend billions on advertising. Products and services are advertised through mass media including radio broadcasts, television, newspapers and magazines. They are also advertised through billboards, handbills, circulars, skywriting, through space advertising, booklets, give-aways and so on.

In small business they prepare their own copy and give it to newspapers, as a rule, or they mail circulars or form letters all by themselves.

In big business, however, they employ the whole army of specialists in the field of advertising. They work out advertising programmes, provide means for advertising purposes, discuss and solve many advertising problems with the owner or management of the company. As a rule, they advertise to sell their products and services through various advertising mass media.

Today there are many types of advertising. We can classify the most popular of them:

v television advertising;

v radio advertising;

v space advertising (newspapers, periodicals, house walls);

v stores advertising (including special departments);

v mail advertising (letters, calendars, catalogues, circulars, booklets, give-aways);

v position advertising (street-car, train, bus, window cards, billboards).

What is an effective advertisement? It is one that attracts your attention. It is such an advertisement which keeps an honest information about a product or a service. It often has a clever and interesting picture or drawing, skilful use of colours. It is also put in the right place.

Apart from attracting your attention a good advertisement must hold your interest. What is more, a really effective advertisement induces action. You simply go and buy this very product. In a word, a good advertisement sells the product or the service.

№2. Match the words with their definitions.

1) a billboard 2) a circular 3) a form letter 4) space advertising 5) a booklet 6) a give-away 7) effective 8) to induce 9) to hold interest 10) advertisement

a) something given free to attract customers b) keep interest c) cause, influence d) board on which advertisements are posted e) good, producing some effect, result f) very small and thin book g) letter or notice distributed among people for business purposes h) standardised printed letter i) advertising on large areas j) announcement that something is for sale or is wanted

№3. Answer the following questions.

1.Do businesses spend much money on advertising?

2.What do they use to advertise their products or services?

3.In what way is advertising organised in big business?

4.What are the main types of advertising nowadays?

5.What is an effective advertisement?

№4. Read, translate and say what the main rules of advertising are in Britain.

TEXT B

ADVERTISEMENTS

Advertisement – announcement that something is for sale or is wanted.

The Adverting Standards Authority (ASA) provides rules for companies advertising their products in Britain. Here are some of them:

v No advertisement should cause fear or anxiety without good reason.

v Advertisement should contain nothing that is likely to cause serious or widespread offence, particularly on the grounds of race, religion or sex.

v Advertisements should not imply a link between smoking and social, romantic or business success.

v Advertisers should not unfairly attack other businesses or their products.

v Advertisements should not suggest that alcohol is the main reason for the success of a party or event.

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