ADVERTISING
1. Прочитайте, запомните следующие слова и словосочетания:
2. Прочитайте и переведите текст.
My Future Speciality is Advertising We study at the Bratsk State University. As for me, I belong to the Economic Faculty. I am a second-year student. At the University we are given fundamental knowledge of economics and advertising. We study various disciplines within advertising such as public relations, management, marketing, research, planning, purchasing, data-processing, control of development and selling goods, psychology and sociology of advertising and design. After graduating from the University we shall get the diploma in Higher Education in advertising. It will give us the right to work as specialists of advertising in different firms, services, staff and advisory departments as well as at advertising offices. For making business successfully it is necessary to offer the product with qualities expected by customers. But sometimes advertising uses language and pictures to make people believe that we should be ashamed of ourselves for not buying a certain product for our families or ourselves. They play on our feelings, emotions and especially our wish to: 1. be up-to-date and knowledgeable; Advertisers expect us to believe what “the experts” say about their products. We find expressions like “a revolution in skin care” or “scientifically developed”. 2. be as good as others; They challenge us to “keep up-to-date”, “keep up with the neighbours”, or even “keep one jump ahead”. The message is to buy the product if we don’t want to be left behind. 3. be attractive; Pictures of attractive people are used to draw attention to a product and the suggestion is that we will be desirable and socially successful if we use that product.
4. do things well; The idea is that you must buy the product if you want to do your job properly. Many soap powders are sold through the idea that they “wash whiter than white”, “remove stains”, etc. 5. be responsible or act responsibly; Adverts for health foods, environmentally friendly products, and even charities, appeal to the caring side of human nature. They aim to make us feel guilty if we ignore the appeal. 6. have excitement in our lives; Pictures of exciting or romantic events are used to suggest that exciting things happen when we use a particular product. 7. be one of the group or an individual; Some people like knowing that lots of people have chosen the same product, so expressions like “millions of satisfied users” are used to reassure them. Sometimes advertisers try to convey the idea that only “special” people use their product. They will use expressions like “a unique experience”. 8. be shrewd and streetwise; We sometimes feel guilty about spending money. Advertisers reassure us and suggest that we are making a good decision by offering us “great value”, “mammoth savings” and “bargains of the century”, etc.
3. Научитесь правильно произносить следующие английские слова и словосочетания:
4. Ответьте на вопросы по тексту:
1. Where do you study? 2. What faculty do you belong to? 3. Are you given fundamental knowledge? 4. What disciplines do you study? 5. Where can you work after graduating from the University? 6. What product is it necessary to offer to customers? 7. For what purpose does advertising sometimes use language and pictures? 8. What feelings and emotions do they play on? 5. Прочитайте текст, найдите английские эквиваленты русских выражений.
1. управление разработкой и реализацией товаров; 2. предложить товар; 3. стыдиться, что не купили товар; 4. быть современным; 5. быть на шаг впереди всех; 6. мы не хотим оставаться позади всех; 7. мы будем иметь успех; 8. выполнять работу должным образом; 9. отстирывать белее белого; 10. полезная для здоровья пища; 11. чувствовать себя виноватым; 12. волнующие события; 13. пользоваться определенным товаром; 14. миллионы удовлетворенных пользователей; 15. выражать идею; 16. тратить деньги. 6. Назовите русские эквиваленты английских выражений. 1. to spend money; 2. to use a particular product; 3. exciting events; 4. to do the job properly; 5. control of elaboration and selling goods; 6. to be up-to-date; 7. we don’t want to be left behind; 8. to offer the product; 9. to be ashamed for not buying the product; 10. to feel guilty; 11. to be socially successful; 12. health food; 13. millions of satisfied users; 14. keep one jump ahead; 15. wash whiter than white. 7. “Memory test” Восстановите по памяти на русском языке, в каком контексте упоминались следующие английские словосочетания:
public relations; psychology and sociology of advertising; staff and advisory department; advertisement offices; revolution in skin care; be as good as others; attractive people; to do your job properly; remove stains; to act responsibly; caring side of human nature; exciting or romantic events; a unique experience; ”great value”; “bargains of the century”. 8. Прослушайте неполные предложения. Постарайтесь понять, какие слова и словосочетания в них отсутствуют. Повторите полные предложения.
1. We study at … 2. We study various disciplines within advertising such as … 3. …but sometimes advertising uses … to make people believe, that we should be ashamed of ourselves for … 4. They play on … 5. We find expressions like … 6. The message is to buy the product if … 7. Many soap powders are sold through the idea … 8. They aim to make us feel guilty if … 9. The exciting things happen when … 10. Be shrewd and …
9. Разделите текст на логические части, составьте план пересказа.
10. Перескажите текст по вопросам, восстановив правильный порядок следования информации.
11. Перескажите текст «Advertising».
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