Find the English equivalents in the text. Use them in sentences of

1. центр техобслуживания автомобилей

2. вернуть доверие покупателя

3. прогрессивная система зарплаты

4. программа компании по контролю качества

5. общие усилия промышленности, правительства и потребителя

6. установить единые нормы в индустрии ремонта автомобилей

7. исполнительный директор корпорации; глава фирмы

8. правительственные регулятивные органы

9. управляющий

 

2) Match the words which are close in the meaning:

question	lure
incentive	doubt
to investigate	acceptable
joint	to need
to require	collective
adequate	to inspect

3) Match the words having the opposite meaning:

question	to ignore
incentive	to dispense with
to investigate	confidence
joint	deterrent
to require	unsuitable
adequate	individual

4) Complete the sentences with the following words and translate them into Russian (routine; executive; required; question; defrauded; confidence):

1. The company's stock prices dropped following charges by several state regulatory agencies that the company___ customers at its auto repair centers.

2. Sears laid out the steps it was taking to restore consumer___ in the com­pany.

3. The Sears ad was written in the form of a letter signed by the corporation's chief___ officer.

4. Other forms of financial advertising are more_.

5. Some announcements are___ by the SEC or other government regulatory

bodies.

6. Many corporations also use advertising to make sure that there can be no_

about disclosure.

5) Insert the following prepositions (in; to; out; of; at; by):

1. The company defrauded customers___ its auto repair centers.

2. Some announcements are required___ the SEC or other government regulatory

bodies.

3. Releasing news___ the media may be adequate.

4._a full-page Wall Street Journal ad, Sears laid___ the steps it was taking

to restore consumer confidence___ the company.

5. The Sears ad was written___ the form___ a letter signed___ the corpo­ration's chief executive officer.

6. You can use an ad to announce the appointment___ a key executive.

 

6) Write questions to the following sentences from the text:

1..............................................? Sears had to reassure the financial community after its stock prices dropped.

2..............................................? The company defrauded customers at its auto repair

centers.

3..............................................? Sears laid out the steps it was taking to restore

consumer confidence in the company.

4..............................................? The Sears ad, like many of these announcements, was

written in the form of a letter.

5............................................? Other forms of financial advertising are more routine.

 

Give the main idea of the text in one sentence.

 

8) Render the following text in English:

Журнальная реклама имеет целый ряд преимуществ по сравнению с газетной. Обычный иллюстрированный журнал, не говоря уже о специальном, имеет довольно четко очерченную по специальным параметрам аудиторию. И кроме того, во многих случаях чисто полиграфические возможности журна­лов гораздо шире, чем газет. Выбирая журнал для публикации рекламы, учи­тывают не только аудиторию, но и частоту выхода журнала, возможность по­граничного размещения материала. Конечно, величина даже самого большого объявления в журнале не может соперничать с размерами газетных реклам, но зато само качество подачи рекламного материала (от бумаги до цвета) здесь несомненно, гораздо выше.

 

Text E

Public Service

Public service advertisements provide information, tips, and how-to suggestions. A number of nonprofit and charitable organizations use such advertising for public education, for example:

• The American Cancer Society gives information about vegetables and fruits that can reduce the risk of cancer.

• The American Heart Association informs people about the warning signs of a heart attack.

• The American Red Cross gives a list of don'ts to prevent the spread of AIDS.

• The American Lung Association warns people about the dangers of smoking.

Business also do public service advertising, to generate goodwill. In most cases, it is related to their products and services, for example:

• The Pacific Gas and Electric Company provides helpful hints on how to reduce energy costs during the winter months.

• The Shell Oil Company gives motorists hints on how to get better gasoline mileage.

□ Notes:

the American Cancer Society - Американское общество борьбы с раковыми забо­леваниями

the American Heart Association - Американская ассоциация борьбы с болезнями сердца

the American Red Cross - Американское общество Красного Креста

AIDS = Acquired Immune Deficience Syndrome - СПИД = синдром приобретен­ного иммунодефицита

the American Lung Association - Американская ассоциация борьбы с легочными заболеваниями

the Pacific Gas and Electric Company - Тихоокеанская топливная компания

the Shell Oil Company - «Шел Ойл» - Нефтехимическая компания, одна из

крупнейших в мире

□ Vocabulary:

provide - предоставить, снабдить

tip - хороший, надежный совет

how-to - практический

nonprofit - нерентабельный, невыгодный, некоммерческий

charitable - благотворительный

education - образование

reduce - сократить, снизить, уменьшить

cancer - рак (болезнь)

warning - предупредительный

sign - знак, признак

a heart attack - сердечный приступ

don'ts - запреты; то, чего нельзя делать

dos - распоряжения, приказания; то, что следует делать

prevent - преотвратить ч.-л.; помешать ч.-л.

spread – распространение

lung - легкое

warn - предупреждать

generate - порождать

goodwill - добрая воля

case - случай

relate - относить, определять отношение

related - связанный, относящийся, касающийся

helpful - полезный

hint - намек, подсказка, совет

energy costs - топливные расходы

motorist - автомобилист, водитель

gasoline - бензин

mileage - расстояние в милях; число пройденных миль (ср.километраж)

 

Assignments:

1) Find the English equivalents in the text. Use them in sentences of your own:

1. предоставить информацию

2. ряд благотворительных организаций

3. снизить риск заболевания раком

4. симптомы сердечного приступа

5. список запретов

6. предупредить кого-либо о

7. это относится к чему-либо

8. сократить топливные расходы

 

2) Match the words which are close in the meaning:

profitable	philanthropic
hint	to keep from
charitable	suggestion
to reduce	to equip
to prevent	beneficial
to provide	to decrease

3) Match the words having the opposite meaning:

profitable	to upgrade
hint	disadvantageous
charitable	to allow
to reduce	inhumane
to prevent	to deprive
to provide	declaration

4) Insert prepositions (on; about; of; during; for; to):

1. The American Heart Association informs people___ the warning signs_

a heart attack.

2. The American Lung Association warns people_ the dangers_ smoking.

3. A number of nonprofit and charitable organizations use such advertising_

public education.

4. Public service advertising is related_ their products and services.

5. The Pacific Gas and Electric Company provides helpful hints_ how to

reduce energy costs_ the winter months.

 

Make up 5 questions to the text.

Give the main idea of the text in one sentence.

7) Read and translate the advertisement in writing:

Cable contributes to life

The Mobil Corporation has for many years run an advocacy advertising cam­paign to express its opinion on a variety of issues that affect the oil industry. The ads, in the format of editorials, appear on a regular basis in magazines that have high readership among opinion leaders and people interested in public policy.

In early 1993, when the Clinton administration was considering higher taxes on gasoline, Mobil used advocacy ads to let the public know that "the average tax per gallon for the metropolitan areas listed was 39.6 cents" The ad went on to list 18 metropolitan areas and the total tax per gallon in each area. Chicago, for example, led the list with 53.91 cents of taxes per gallon.

Mobil's approach does not directly ask consumers to take action opposing high­er taxes by writing their congressional representative but merely provides facts and information geared to give citizens perspective on the issue. In this particular ad, it was also pointed out that the oil industry should not take all the heat for high gaso­line prices. The ad said, in part: "So, occasionally, we point out that we are not the only ones profiting from what motorists pay at the pump. In fact, a constantly larg­er chunk of what motorists pay at the pump goes directly to the tax collectors - fed­eral, state, and local".

Businesses and trade groups, however, are not the only bodies that use advocacy advertising. Charitable organizations do a great deal of public service advertising. But they also do a form of advocacy advertising when the purpose of the ad is to solicit contributions.

The City of Hope, for example, used a full-page ad in Time magazine to solicit contributions. The ad said, "You can make sure patients everywhere continue to benefit from our work by donating time and money".

Text F

Advocacy

Although persuasion is an element of all institutional advertising, it is the primary goal in advocacy advertising. This often means trying to get readers or viewers to agree with the position of the advertiser on some issue. Ideally, the advertising campaign will cause people to change attitudes, modify behavior, and even take steps to influence others about the issue.

A good example of an advocacy campaign designed to achieve a specific goal was run by the American Association of Railroads. Millions of Americans watched one of its commercials in which a woman and her two children are almost run-off the road by the impatient driver of a triple-trailer truck.

What the viewers may not have known is that the American Association of Railroads was waging a campaign to discredit the trucking industry. The objective was to generate public opposition to congressional legislation that would allow the trucking industry to use larger and heavier vehicles on the nation's highways. Such legislation would, of course, make the trucking industry more competitive with the railroad industry.

The National Cable Television Association, facing public pressure for Congress to pass a bill to regulate cable television rates, also used an extensive advertising campaign to change public attitudes about the industry. One series of ads, designed for placement by local cable companies, concentrated on the multiple benefits of cable television. The ad did not directly discuss the impending legislation (which ultimately passed); rather, they concentrated on improving the image of the cable industry. The objective was to mute public criticism and, ideally, stem the flow of angry letters to legislators about high rates.

 

Notes:

the American Association of Railroads - Американская ассоциация железнодорожников

the National Cable Television Association - Национальная ассоциация работников кабельного телевидении

□ Vocabulary:

primary - первостепенный, главный, основной

get smb. to do - заставить к.-л. делать ч.-л.

position - точка зрения, мнение

issue - вопрос, проблема

cause smb. to do - заставлять

modify - изменять, преобразовать

designed - предназначенный

run a campaign=wage a campaign - проводить кампанию

run off – прогнать

impatient – нетерпеливый

triple – тройной

trailer – прицеп

truck - грузовой автомобиль, грузовик

discredit - опорочить, позорить, дискредитировать

opposition - сопротивление, противодействие, оппозиция

legislation - законодательство

vehicles - машины; перевозочные средства

nation's highways - шоссейные дороги страны

competitive - конкурентоспособный

face smth. - предстать перед, встретиться с, стоять лицом к, столкнуться с

pass a bill - принять законопроект

rates - расценки

extensive - обширный, пространный

series - ряд, серия, группа

multiple - многочисленный, многократный

benefit - польза, выгода

impending - предстоящий, неминуемый, надвигающийся

ultimately - в конечном счете, в конце концов

rather - скорее, предпочтительнее

mute - заставить замолчать, приглушить, обезмолвить

stem - искоренить, уничтожить, прекратить

flow - поток

 

Assignments:

1) Find the English equivalents in the text. Use them in sentences of your own:

1. главная цель

2. точка зрения по какому-то вопросу

3. проводить кампанию

4.принять законопроект

5. отношение общественности

 

2) Match the words which are close in the meaning:

to regulate	demanding
impatient	profit
to agree	to alter
to face	boundless
to modify	to manage
to mute	to meet
exstensive	to muffle
benefit	to admit

3) Match the words having the opposite meaning:

to regulate	to contradict
impatient	to withdraw
to agree	to disorganize
to face	limited
to modify	disadvantage
to mute	to leave alone
extensive	to provoke
benefit	tolerant

4) Match the words:

to generate	public pressure
to improve	public attitudes
to stem	public criticism
to mute	public opposition
to discredit	goodwill
to wage	the image
to regulate	somebody off
to run	the rates
to design	the industry
to face	a campaign
	the flow
	an ad

5) Insert prepositions where necessary (&z/; ия'£л; on; about; off; for):

1. The ads concentrated_ improving the image of the cable industry.

2. Such legislation would make the trucking industry more competitive_ the

railroad industry.

3. A woman and her two children are almost run_ the road_ he impatient

driver of a triple-trailer truck.

4. This often means trying to get readers or viewers to agree_ the position of

the advertiser_ some issue.

5. The objective was to mute public criticism and stem the flow of angry letters to legislators_ high rates.

6. The National Cable Television association, facing_ public pressure_

Congress to pass a hill to regulate cable television rates, also used an extensive advertising campaign to charge public attitudes _ the industry

 

6) Answer the following questions:

1. What is the primary goal in advocacy advertising?

2. What does persuasion mean in advertising?

3. What was one of the commercials about?

4. What kind of campaign was the American Association of Railroads waging?

5. What was the objective of it?

6. Why did the National Cable Television Association use an extensive advertising campaign?