Ex.21. List some of your favorite brands. Then answer these questions.

 

1. Are they international or national brands?

2. What image and qualities does each one have?

3 Do the products have anything in common? For example, are they all high priced?

4. How loyal are you to the brands you have chosen? For example, when you buy jeans, do you

always buy Levis?

5. If you don’t buy branded goods, explain why.

6. What are the advantages of branded goods for: 1) the manufacturer, 2) the consumer

 

COMPREHENSION

 

Ex. 22. Multiple choice. In each of the following, select the word or phrase that best

Completes the sentence or answers the question.

 

1. When designing an advertising layout (макет), you should use

a) large headlines since big print is easy to read

b) as many ideas as possible since space is expensive.

c) a series of elements which draw attention to a regular pattern

d) startling proportions so that the advertising attract attention

 

 

2. Which one of the following departments are usually responsible in the company for the

development of a favourable community image for the business?

a) the advertising department

b) the personnel department

c) the public relations department

d) the purchasing department

 

3. Which one of the following media is usually the most expensive?

a) radio

b) newspapers

c) outdoor advertising

d) television

 

4. Which one of the following elements of an advertising layout would be a problem for you if

you could not draw or sketch?

a) headline

b) copy

c) illustration

d) media

 

5. Which one of the following recommendations offers poor advertising advise?

a) The advertiser should spend as much as the budget will allow.

b) The advertiser should periodically evaluate the advertising dollar for effectiveness.

c) The advertiser should vary media from time to time to reach different markets

d) The advertiser should read the results of research and surveys of buying habits in the area.

 

6. A method of sales promotion used in supermarkets is

a) trading stamps

b) games of chance

c) coupons

d) all of these

 

7. The small retailer usually use all of the following media except

a) local radio

b) national TV

c) local newspapers

d) local telephone directories

 

8. The companies use the outdoor advertising in order to

a) protect themselves against their own too optimistic forecasts.

b) advertise throughout the world with a single commercial.

c) flatter the target audience by pandering (угождать) to their self image and making them more receptive to the advertising message.

d) attract the attention of people such as pedestrians and motorists.

 

 

INDIVIDUAL TASK

 

Ex. 23. Read the following radio commercials.

 

The first ad is for Business Class air travel between England and the USA; the second is for What Hi-Fi? Magazine; and the third is for a festival in a chain of Italian restaurants.

Commercial 1

On Continental Airlines Business First the champaign will cool you, the First Class electronic sleeper seat with extra leg room and personal video will calm you. The limousine will collect you and take you to the airport and another will meet you in the USA. All for a Business Class fare. Business First. London and Manchester to New York or London to Houston. Be cool, calm and collected.

 

Commercial 2.

Voiceover: A typical horror story.

Customer: Hello, I’d like to buy a stereo, please.

Salesman: Certainly, madam.May I recommend the Shannon X-13 with quadruple bass boost-magnum force (Woman screams.)

Voiceover: If only she had read What Hi-Fi? The magazine that takes all the worry and guesswork out of buying home entertainment systems from all-in-ones to home cinemas and Hi-Fi separates. What Hi-Fi?’ s test results cover all aspects of the market. What hi-fi magazine should you read? What Hi-Fi?

Commercial 3.

Mamma Amali Café-Bar Restaurant is running a festival of good Italian living concentrating on the foods and wines of Italy. From the 25^th of October. Mamma Amali situated in the Grafton Centre in Cambridge. Mamma Amali the home of good Southern Italian home cooking. At value for money prices.

 

Ex. 24. Compare the three commercials in respect of:

a) their length

b) the numbers of speakers

c) the style of the text

d) their artistic value

e) which of them is rather primitive (naïve, poor, dull, clever, sophisticated, artistic).

 

 

Ex.25. Answer the following questions:

 

1. What radio networks do you think broadcast these commercials?

2. Do you think that the first commercial was effective and more passengers started choosing this service for their flights?

3. Did more people subscribe to the What Hi-Fi? magazine?

4. What do you think the effect of the third commercial was?

5. Did you like the words “At value for money prices”?

6. Where else do you think they could be used?

 

Ex. 26. Agree or disagree:

 

1. Only professionals can make good commercials.

2. Every commercial hits the target.

3. Commercials make the most popular forms of advertising.

4. Commercials are not very expensive.

 

 

PRE-READING DISCUSSION

 

1. Have you ever thought about “children and advertising”? Is it a problem? What is your

attitude to this problem?

2. How much do you think children are influenced by adverts they see on television?

3. What do you think about children’s participation in commercials?

4. What advertisements should children never watch?

 

Text 4

COMMERCIALS AIMED AT KIDS

VOCABULARY

 

advertising appeal – рекламный призыв

health hazards – угроза здоровью

to banish from the airwaves -убрать из эфира (радио- или телевизионные каналы)

program content – содержание передачи

pressure group – влиятельная группа; группа давления

to call for restriction – призывать к ограничению

upper-middle-class – верхушка среднего класса; крупная буржуазия

to induce - склонять

lower-middle-class – “низы среднего класса”; мелкая буржуазия

consumption patterns – потребительские шаблоны

 

Many people argue whether young children (under 10-12) should be the target of advertising appeals at all, and whether some products like sugary cereals present sufficient health hazards to kids that they should also be banished from the airwaves. Some people argue that basically, any advertising to a 6-year-old is unfair and misleading because the child is too young to understand it. Little children don’t have the natural defenses some adults have. And when it comes to television advertising, they really don’t understand the selling intention of the advertiser.

Where children are concerned, we must be absolutely sure that no dangerous or misleading impressions are left with our youngest consumers. Children are not qualified to decide for themselves whether they need vitamins, and probably can’t tell the difference between an ad message and program content where one of their favourite superheroes was involved.

The advertising industry’s argument is, that parents themselves should be the ones responsible for what their kids see and what they don’t. Another interesting point is that pressure groups like Action for Children’s Television (USA), which call for more restrictions on kids’ advertising, are made up of upper-middle-class parents who may not like those commercials because they induce their kids to want toys and foods associated with lower-middle-class consumption patterns. The same techniques of persuasion are praised when they appear on Sesame Street (which borrows heavily from kid commercial techniques) because the programme is seen as educational, thus more desirable by those parents.

Ex. 27. Answer the questions.

 

1. What problems are still being argued in terms of advertising aimed at children?

2. Why is any advertising to a 6-year-old considered unfair and misleading?

3. Why can’t children decide for themselves whether to consume advertised products or not?

4. Who should be responsible for what the kids see and what they don’t?

5. Who are the pressure groups made up of?

6. Why may not upper-middle-class parents like commercials?

7. What is the reason for approving commercials when they appear on Sesame Street?

SUPPLEMENTARY READING

Text 5