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Creating Print Ads

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Learn how to write and design... that get noticed.

1. It should.... That sounds obvious, but nothing else matters unless you can do this. And that means having a truly arresting headline and visual element.

2. It should appeal to the reader's self-interest or announce news.... that takes the "you" point of view and tells readers how they will benefit from your product or service piques and keeps their interest. And if, in addition, it has news value ("Announcing a bold new breakthrough in moisturizers that can make your skin look years younger"), your ad has a better than fighting chance.

3. It should... your company's unique advantage. In other words, why should the prospect pick your firm over a competitor's?

4. It should prove your advantage. The most... to do that is through testimonials and statistics.

5. It should motivate readers... This is usually accomplished by making a special offer that adds to your main sales thrust. Such offers include a discount or a bonus.

Excerpted from Start Your Own Business by Rieva Lesonsky

10. Analyze the following advertisements:

1) What verbal and graphic means are used to attract tourists? What kinds of tours are offered in the following advertisements? Discuss the meaning of such words as 'expedition', 'holidays', 'journeys', 'trips', 'walks', 'hikes', 'treks', 'adventure holidays', which are used in the advertisements. To whom can the following advertisements appeal? Which advertisement would you prefer? Why? Put down the verbal means that will help you to create your own advertisement.

I

viewfinder. eHYPERLINK "http://exodus.co.uk/"xHYPERLINK "http://exodus.co.uk/"odus.co.uk The Different Holiday The widest choice of expedition routes across Africa, Asia, China, & South America (2—30 weeks) For an Overland journeys please call 08600 22 44 55 encounter dragoman
  Encounter your wild life or discover your dream with Dragoman... Africa*Asia North & Central America South America* The Middle EastAdventure holidays and Overland expeditions 1 week to 32 weeks t. 021827 681122
UK Victoria ***** Hotel Late Summer Breaks Outstanding Views of Sidmouth's elegant seafront Luxurious Accommodation First Class Hospitality Extensive Leisure Facilities inc. Indoor & Outdoor Heated Pools, Tennis Court, EXPLORE worldwide Experience More Get closer to local people & cultures on over 200 active, varied trips to unusual places. Trips from 8 days to 4 weeks. Prices from £ 400 to over £ 2000. Cultural Adventures* Walks, Hikes & Ttreks Wilderness Adventures*
Putting Green, Sauna, Solarium, Spa Bath, Snooker and Hairdressing Salon Telephone: 0259 15625The Espalanade, Sodmouth Devon Brend Hotels Sea & River Journeys Experience more on small group discovery trips Call now 0125 870 110 www. explorHYPERLINK "http://exploreworld.com/"eHYPERLINK "http://exploreworld.com/"world.com
  Explore Worldwide, ATOL AITO Aldershot
II
Save up to 75% on Last-Minute Cruises
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6 dav Thanksgiving in Rome — $499 Tour the popular monuments of Rome on your own or on a guided tour. Visit the Vatican Museums and the Vatican Galleries, Trevi Fountain, the Colosseum, Sistine Chapel, the Roman Forum and more. Optional tours of Naples and Pompeii too! $599 - 2 Citv Italv package Venice & Rome, Florence & Rome or Florence & Venice — the choice is yours! Packages include 5 nights, roundtrip air, rail transportation between the two cities you choose and breakfast daily. Book early — space is limited!

III

YANGTZE RIVER CRUISE Including Beijing, Xian and the Terracotta Army  
Explore the history and sights of two of China's great cities Beijing, Xian; marvel at the sheer scale of the Great Wall and Terracotta Army; and enjoy a cruise down the mighty Yangtze River on this exciting itinerary. The tour includes: Scheduled overnight flight to Beijing via Frankfurt from London Heathrow For reservations and further Information from P & M Call 08722278352  
Flights and transfer in China Please quote Telegraph
7 nights 4-star hotel accommodation. reference F04113
   
3 nights on board the 5-star East  
Queen, exclusively charted by P & M  
   
10 breakfasts, 8 lunches and 11 NIGHTS
5 dinners from
Including excursions to the Temple of Heaven & Forbidden City; £ 1499
Ming Tonbs, Great Wall; Terracotta Army.  
   
   
Sightseeing on the Yangtze in-  
cluding Shennong Stream, Wu &  
Qutang Gorges, Shibaozhai, Xiling  
Gorge and the Gorges Dam.  
Porterage, tour leader and local  
guides.  
Price is per person based on  
sharing a twin or double bedded    
room/cabin with private facilities.  
Cabins have picture windows, air  
conditioning, TV, telephone,  
minibar and safe. Other optional    
tours not included.    
Departs April & June annually    
       

2) What tours are advertised in each ad? Which one would you prefer? Substantiate your choice.


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Читайте в этой же книге: ADVERTISING. FIRST HINTS | PRE-READING TASKS | ADVERTISING IN OUR LIFE | PRE-READING TASKS 1. | Psychology of advertising | Mark the following statements true or false. | Learn the following words, | Match English and Russian equivalents. | Use what you know. | LAPLAND CHRISTMAS ADVENTURE |
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Retell the text using as many words and word combinations of the unit as possible.| Translate the advertisements into Russian. Preserve the composition of the advertisement.

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