Exercise 7. Fill in the necessary article.

Advertising on 1)___________ World Wide Web is 2)_________ recent phenomenon. Prices of Web-based advertising space are dependent on 3)_______ "relevance" of 4)________ surrounding Web content. E-mail advertising is another recent phenomenon. Unsolicited E-mail advertising is known as "spam".

Some companies have proposed to place messages or corporate logos on 5)______ side of booster rockets and 6)_________ International Space Station. Controversy exists on 7)_________ effectiveness of subliminal advertising (see mind control), and 8)__________ pervasiveness of mass messages (see propaganda).

Unpaid advertising (also called word of mouth advertising), can provide good exposure at minimal cost. Personal recommendations ("bring 9)_____ friend", "sell it by zealot"), 10)_____ unleashing of memes into 11)_____ wild, or achieving 12)______ feat of equating 13)______ brand with 14)______ common noun ("Hoover" = "vacuum cleaner") – these must provide 15)______ stuff of fantasy to 16)_____ holder of 17)_____ advertising budget.

 

Module 8

Exercise 1. Translate the following words.

Advertising copy, product trial, product adoption, message content, advertising message, information element, feature, appeal, ad appeal, sex appeal, ad slogan, offering, wear (noun), creative people, premise, theme line, consumer magazine, logo, layout, visibility.

 

Exercise 2. Read and translate the following text.