Порядок выполнения контрольных заданий

МИНИСТЕРСТВО НАУКИ И ВЫСШЕГО ОБРАЗОВАНИЯ РОССИЙСКОЙ ФЕДЕРАЦИИ

ФЕДЕРАЛЬНОЕ ГОСУДАРСТВЕННОЕ БЮДЖЕТНОЕ

ОБРАЗОВАТЕЛЬНОЕ УЧРЕЖДЕНИЕ ВЫСШЕГО ОБРАЗОВАНИЯ

«ДОНСКОЙ ГОСУДАРСТВЕННЫЙ ТЕХНИЧЕСКИЙ УНИВЕРСИТЕТ»

(ДГТУ)

 

КАФЕДРА

«Мировые языки и культуры»

 

 

МЕТОДИЧЕСКИЕ УКАЗАНИЯ

И КОНТРОЛЬНАЯ РАБОТА №2

ПО ДИСЦИПЛИНЕ

«ИНОСТРАННЫЙ ЯЗЫК»

ДЛЯ СТУДЕНТОВ ЗАОЧНОЙ ФОРМЫ ОБУЧЕНИЯ

 

направление 42.03.01 «Реклама и связи с общественностью»

 

Ростов-на-Дону

2019           

Составитель: Егорова Е.В.

 

Методические указания и контрольная работа №2 по дисциплине «Иностранный язык» для студентов заочной формы обучения направление подготовки 42.03.01 «Реклама и связи с общественностью».

Данные методические указания предназначены для студентов первого года обучения по направлению 42.03.01 «Реклама и связи с общественностью». Методические указания определяют основные направления самостоятельной работы студентов. Контрольные задания позволяют продемонстрировать у студентов способность к коммуникации в устной и письменной формах на иностранном языке для решения задач коммуникативной деятельности.

Методические указания содержат требования к зачёту, рекомендации по выбору варианта и оформлению контрольной работы №2.

 

Научный редактор                                                д.филолог.н.,проф. Муругова Е.В.

 

Рецензент                                                                     д.ф.н., профессор Астен Т. Б.

МЕТОДИЧЕСКИЕ УКАЗАНИЯ СТУДЕНТАМ

Порядок выполнения контрольных заданий

1. Все контрольные задания, предусмотренные планом, следует выполнять в отдельной тетради. На титульном листе укажите факультет, курс, номер группы, фамилию, имя и отчество, дату, номер контрольного задания и варианта, используемые источники — учебники и учебные пособия.

2. Контрольные задания следует выполнять четким почерком с соблюдением полей, оставленных для замечаний, комментария и методических указаний преподавателя.

3. Строго соблюдайте последовательность выполнения заданий.

4. В конце работы поставьте свою личную подпись.

5. Контрольная работа, выполненная не полностью или не отвечающая предъявляемым к ней вышеперечисленным требованиям, возвращается без проверки и не засчитывается.

6. Полученная от преподавателя проверенная контрольная работа с замечаниями и методическими указаниями должна быть переработана.

 

Выбор варианта контрольной работы

Для того чтобы определить свой вариант, Вам необходимо обратить внимание на последнюю цифру Вашей зачетной книжки:

цифры 0-1-2 соответствуют варианту №1,

цифры 3-4-5-6 соответствуют варианту №2,

цифры 7-8-9 соответствуют варианту №3

Вариант 1

ADVERTISINGTECHNIQUES

I. Read the following words and expressions.

technique – приём

commercial – реклама

therefore – поэтому

identify – определять

sellingmessage – довод в пользу приобретения рекламируемого товара

copy – рекламный текст

human – человек

process – обрабатывать

however – однако

even though – дажеесли

psychological – психологический

appeal – призыв, довод, мотив, концепция

confident – уверенный

 

II. Read the text and answer the questions.

1.  What can you tell about time and space limits in advertising?

2. Why does advertising often break the rules of grammar, image and

society?

3. What parts does an advertisement have?

4. What does the advertiser take into account presenting the sales message?

5. How do humans process the information (copy, drawings and paintings)?

6. Why is a photograph an efficient advertising technique?

7. What are the two basic ways of presenting a sales message?

8. How do TV commercials differ from ads in magazines or newspapers?

9. Is emotional presentation often used in effective ads?

10. What needs does the ad with emotional presentation focus on?

 

III. Translate Parts 1, 2 and 3 into Russian in the written form.

IV. Write out from the text all advertising terms. Use them in your own sentences.

VI. Compare Russian and foreign commercials you often see

MARKETING AND ADVERTISING

Вариант 2

QUALITY AND SKILLS

WHAT QUALITY MEANS

Even the dictionary finds it difficult to pin down the meaning of the word quality. It has to use other vague words like excellence. Why is quality so hard to define? Is it because it is such an abstract word and can mean so many different things?Or because its meaning depends so much on what it describes? How can you define high quality when applied to the things you buy, for example, a pop record, a pair of shoes, a meal in a restaurant? You'll probably have three different definitions of quality for the three different things. Quality is also hard to define because it can be such a subjective word – it means quite different things to different people, even when they use the word to describe the same thing. A Pink Floyd album may in your view have quality, but your friend may consider that the same album is a waste of good money. Yet another problem is that the meaning of quality changes over the years.

Things which you think have quality may not be seen in the same way by older people. Just ask your grandmother what she thinks of the Stones? For example, consider the two ads. Both advertise clothes for men. Advertisers stress the points which they think sell quality to prospective buyers. The selling points that are stressed in 1897 ad are durability, craftsmanship, dependability, tradition. What about the ideas of quality in the present-day ad? Present-day ads do not talk about tradition or craftsmanship, dependability or durability. They stress the virtues of newness, of being different, sometimes of being way out. Cheapness may be, emphasized too, the fact that almost everyone can afford the product. Does this mean that quality in manufactured goods is disappearing now that most things are mass-produced? 

 

THE INTERNET

 

By Bill Gates

1. The Internet is destined to be the dominant form of media, but until it becomes mainstream several years from now it will be tough for publishers to make money on the Web. Too much information is being given away to make selling content viable; and the audience is still too small to captivate advertisers. "Content is where I expect much of the real money will be made on the Internet, just as it was in broadcasting," I declared at the beginning of 1996. "The television revolution that began half a century ago spawned a number of industries, including the manufacturing of TV sets, but the long-term winners

were those who used the medium to deliver information and entertainment." I still think that's true, but it certainly hasn't happened yet. Fortunately, I warned that it would take time.

"For the Internet to thrive, content providers must be paid for their work," I wrote "The long-term prospects are good, but I expect a lot of disappointment in the short-term as content companies struggle to make money through advertising or subscriptions. It isn't working yet, and it may not for some time."

2. CNN, USA Today, and MSNBC operate very high-volume sites, but they don't turn much of a profit yet. Eventually they will make money because rising water will float some boats.

But Internet advertising will probably have to increase by another factor before even the busiest sites make much from ads. Doing well will be even tougher for sites that have modest audiences. Some will succeed in a big way, but not soon. After offering the online magazine SLATE free on the Web for two years, my company started charging a subscription in the spring of 1998. Before long we'd reached our initial target of 20,000 paying subscribers, but that's only about a tenth the number we need to make the magazine viable. New print publications often take years to break even. Michael.,. Kinsley, the founder and editor of SLATE, and I both anticipate that profits are years away. We're in this for the long haul.

3. There are reasons to operate Web sites other than immediate profits. Companies publishing on the Web are staking out their turf. They are learning. They are using the Web to promote brand names and products. Some sites are succeeding financially already. These are sites that conduct transactions and use the power of the Internet to eliminate middlemen and drive down costs. My company's Expedia site sells a lot of airline seats and hotel stays, for example. Some Web sites have done well, at least among investors, by distributing content or guiding people to content. Yahoo and AOL are successfully building

brand names and more or less breaking even financially. This puts them in a much stronger position than pure content providers. Content has never been a particularly profitable business, except for a few leading companies and individuals. Not much money is made in books, for example. Some authors break through with their "brand" and make a lot of

money but the vast majority of authors do not.

4. The book business is tremendously important. It makes it possible for anybody to spend a few dollars for an immense amount of information. The book industry greases the world, but few authors, publishers, distributors, or retailers ever figure out how to get much out of it financially. Some Web content companies will make serious money, but most won't.

One of the relatively successful content areas so far has been the online delivery of information about the computer industry. The Internet is an ideal way to reach consumers interested in computers, so advertisers have been willing to support some of these sites.

But the computer trade press, and to some extent the rest of the print media, have a problem. As Web publications improve, subscriptions and advertisements will begin to fall in print publications. Publishers who treat a Web edition as a marginal cost covered by marginal income will be disappointed once advertisers start to shift dollars away from print.

Online publications that don't have print editions aren't immune. They still have substantial cost structures because consumers expect news to be up-to-date seven days a week, 24 hours a day - even though the news is free.

5. For the biggest and best of the Web's content providers, the situation will improve a lot as the Web becomes mainstream. Digital television will help. People will start thinking about going to Web sites once they're easily available on their television sets. Sites may capture

some of the revenue going to television networks today. Computers will get easier to use. They'll turn on instantly. Dialing up an Internet service provider and downloading pages will become unnecessary once Internet connections persist 24 hours a day. New approaches will make it unnecessary for people to remember more than one password, regardless of how many sites they connect to. The Web content business will really get exciting when you're able to carry an inexpensive electronic tablet with you that connects wirelessly to the Internet. You'll be able lo look up anything: "Let's go to a movie tonight. Oh, OK. Let's

go to a restaurant." At that point, Internet content will trump everything else. Until then, it's a

waiting game. 

 

The Internet revolution).

COPY WRITING

WRITING THE COPY

1. The central element of an advertising program is the advertising copy, the messages that the target audience is intended to see (as in magazines, newspapers, and TV) or hear (as in radio and TV). This usually involves identifying the key benefits of the product that are deemed important to a prospective buyer in making trial and adoption decisions.

2. Message Content. Every advertising message is made up of both informational and persuasional elements. These two elements, in fact, are so entwined that it is sometimes difficult to tell them apart. For example, basic information contained in many ads such as the product name, benefits, features, and price are presented in a way that tries to attract attention and encourage purchase. On the other hand, even the most persuasive advertisements have to contain at least some basic information to be successful.

Information and persuasive content can be combined in the form of an appeal to provide a basic reason for the consumer to act. Although the marketer can use many different types of appeals, common advertising appeals include fear appeals, sex appeals, and humorous appeals.

3. Fear appeals suggest to the consumer that he or she can avoid some negative experience through the purchase and use of the product. Life insurancecompanies often try to show the negative effects of premature death on the relatives of those who don't carry enough life insurance. The famous advertising slogan of "ring around the collar" shows that others will be repelled if they observe a person with a stained collar. When using fear appeals, the advertiser must be sure that the appeal is strong enough to get the audience's attention and concern but not so strong that it will lead them to "tune out" the message.

4. In contrast, sex appeals suggest to the audience that the product will increase the attractiveness of the user. Sex appeals can be found in almost any product category from automobiles to toothpaste. Unfortunately, many commercials that use sex appeals are only successful at gaining the attention of the audience; they have little impact on how consumers think, feel, or act. Some advertising experts even argue that such appeals get in the way of successful communication by distracting the audience from the purpose of the ad.

5. Humorous appeals imply either directly or more subtly that the product is more fun or exciting than competitors' offerings. As with fear and sex appeals, the use of humor is widespread in advertising and can be found in many product categories. Unfortunately for the advertiser, humor tends to wear out quickly, thus boring the consumer.

6. Creating the Actual Message. The "creative people," or copywriters, in an advertising agency have the responsibility to turn appeals and features such as quality, style, dependability, economy, and service into attention-getting, believable advertising copy. This often relies on creative use of fear, sex, humor, sound, or visual effects. A relatively new upstart among advertising agencies “Fallen. McElligott, Inc. (FM)” was designated as advertising Age magazine's Agency of the Year by using wit, irreverence, and shock in its advertising copy. Its basic premise: with the hundreds of advertising impressions most of us see every day, use creative ads - not bombardment— to get the target audience's attention.

7. FM's newspaper ad for ITT Life Insurance Corporation, promoting term over whole-life insurance policies, proclaimed, "Your whole life is a mistake." For newspaper and TV ads for the Wall Street Journal FM came up with the theme line "The daily diary of the American dream." Its magazine ad for Lee jeans situated among the many four-color ads in consumer magazines— is a snapshot picture of a second in the life of a Lee jeans wearer and is shown in striking black and white, except for the tiny Lee logo in the corner." Translating the copywriter's ideas into an actual advertisement is also a complex process. Performing quality artwork, layout, and production for the advertisements is costly and time consuming. High-quality TV commercials typically cost about $125,000 to produce a 30-second ad, a task done by about 2,000 small commercial production companies across the United States. High-visibility commercials can be even more expensive: two 15-second Rolaids

commercials involved $500.000 and 75 people over a 6-month period. About 70 "takes" are necessary, and typical, to get things "right!"

MASS MEDIA

 

ADVERTISING AND PR

ADVERTISING IN BYGONE DAYS

1. Ancient advertising. Just when advertising began depends on how one wishes to define the term. In this History of Advertising, published in 1875, Henry Sampson says of the beginning of advertising: … There is little doubt that the desire among tradesmen and merchants to make good their wares has had an existence almost as long as the customs of buying and selling, and it is but natural to suppose that advertisements in some

shape or form have existed not only time immemorial, but almost for all time. Because oral skills developed before reading and writing did, it is only natural that the earliest advertising medium was the spoken word. There is evidence that criers and hawkers were shouting their wares as far back as the days of the early Greeks, Romans, and Phoenicians. This primitive advertising, refined over the centuries, has carried down to the present day. Although hawkers do not often roam the streets with their cries, they have entered the

home to make their pleas on radio and television.

2. Before long, competition and the need for identification necessitated signs. Signs used for identifying shops, with such appropriate illustrations as a goat (for a diary) or a mule driving a mill (for a baker), were unearthed in the ruins of Pompeii. (At the door of a schoolmaster there was a sign depicting a boy receiving a whipping!) There is also evidence of announcements painted on walls during this period. These included notices for theatrical performances, sports and gladiatorial exhibitions, advertisements of houses for rent, and appeals to tourists to visit local taverns. Perhaps the first written advertisement,

however, was this three-thousand-year-old one inscribed on papyrus and found

by an archaeologist in the ruins of Thebes: The man-slave, Shem, having run away from his good master, Hapu the Weaver, all good citizens of Thebes are enjoyed to help return him. He is Hittite, 5.2 tall, of ruddy complexion and brown eyes. For news of his whereabouts, half a gold coin is offered. And for his return to the shop of Hapu the Weaver, where the best cloth is woven to your desires, a whole gold coin is offered. There is no doubt that advertising flourished in this period, but with the fall of the Roman Empire and the onset of the Dark Ages, advertising temporarily declined in importance to Western civilization.

3. Early English advertising. Perhaps the oldest relic of advertising among English-speaking people is family names referring to the various specialized crafts. The earliest of these designations was Smith. Names like Miller, Weaver, Wright, Tailor and Carpenter were the earliest means of product identification – the forerunner of the brand name so essential to modern advertising.

4. Beginning of printed advertisements. One of the most significant events in the development of advertising was the invention of a system of casting movable type by the German, Johann Gutenberg, in 1438. Paper had been invented more than a thousand years earlier by the Chinese and was introduced to Europe by the Turks in the twelfth century. Now all the necessary components were available for mass printing. At the same time, literacy was increasing. William Caxton, an early English printer, made advertising history in 1478 when he printed a handbill now regarded as the first known printed

English advertisement. It advertised a book he had printed, the SalisburiPye, rules for the clergy at Easter. The advertisement read: If it please ony man spirituel or temporel to byeonypyes of two and threcomemoracios of Salisburi use enpryntid after the forme of this present letter whiche ben wel and truly correct, late hym come to Westmonester in to the

almonestrye at the reed pale and he shal have them good chepe. 

Supplico stet cedula The Latin phrase at the end translates, “Let this notice stand.”

 

 

ADVERTISING MEDIA

 

МИНИСТЕРСТВО НАУКИ И ВЫСШЕГО ОБРАЗОВАНИЯ РОССИЙСКОЙ ФЕДЕРАЦИИ

ФЕДЕРАЛЬНОЕ ГОСУДАРСТВЕННОЕ БЮДЖЕТНОЕ

ОБРАЗОВАТЕЛЬНОЕ УЧРЕЖДЕНИЕ ВЫСШЕГО ОБРАЗОВАНИЯ

«ДОНСКОЙ ГОСУДАРСТВЕННЫЙ ТЕХНИЧЕСКИЙ УНИВЕРСИТЕТ»

(ДГТУ)

 

КАФЕДРА

«Мировые языки и культуры»

 

 

МЕТОДИЧЕСКИЕ УКАЗАНИЯ

И КОНТРОЛЬНАЯ РАБОТА №2

ПО ДИСЦИПЛИНЕ

«ИНОСТРАННЫЙ ЯЗЫК»

ДЛЯ СТУДЕНТОВ ЗАОЧНОЙ ФОРМЫ ОБУЧЕНИЯ

 

направление 42.03.01 «Реклама и связи с общественностью»

 

Ростов-на-Дону

2019           

Составитель: Егорова Е.В.

 

Методические указания и контрольная работа №2 по дисциплине «Иностранный язык» для студентов заочной формы обучения направление подготовки 42.03.01 «Реклама и связи с общественностью».

Данные методические указания предназначены для студентов первого года обучения по направлению 42.03.01 «Реклама и связи с общественностью». Методические указания определяют основные направления самостоятельной работы студентов. Контрольные задания позволяют продемонстрировать у студентов способность к коммуникации в устной и письменной формах на иностранном языке для решения задач коммуникативной деятельности.

Методические указания содержат требования к зачёту, рекомендации по выбору варианта и оформлению контрольной работы №2.

 

Научный редактор                                                д.филолог.н.,проф. Муругова Е.В.

 

Рецензент                                                                     д.ф.н., профессор Астен Т. Б.

МЕТОДИЧЕСКИЕ УКАЗАНИЯ СТУДЕНТАМ

Порядок выполнения контрольных заданий

1. Все контрольные задания, предусмотренные планом, следует выполнять в отдельной тетради. На титульном листе укажите факультет, курс, номер группы, фамилию, имя и отчество, дату, номер контрольного задания и варианта, используемые источники — учебники и учебные пособия.

2. Контрольные задания следует выполнять четким почерком с соблюдением полей, оставленных для замечаний, комментария и методических указаний преподавателя.

3. Строго соблюдайте последовательность выполнения заданий.

4. В конце работы поставьте свою личную подпись.

5. Контрольная работа, выполненная не полностью или не отвечающая предъявляемым к ней вышеперечисленным требованиям, возвращается без проверки и не засчитывается.

6. Полученная от преподавателя проверенная контрольная работа с замечаниями и методическими указаниями должна быть переработана.

 

Выбор варианта контрольной работы

Для того чтобы определить свой вариант, Вам необходимо обратить внимание на последнюю цифру Вашей зачетной книжки:

цифры 0-1-2 соответствуют варианту №1,

цифры 3-4-5-6 соответствуют варианту №2,

цифры 7-8-9 соответствуют варианту №3

Вариант 1

ADVERTISINGTECHNIQUES