pleased or unpleased on hearing the news.

_____ The salespeople in a firm which manufactures pushchairs and prams	a) could be expected not to welcome the news that a substantial increase in the petrol tax was contemplated by the government.
_____ Insurance companies offering cover against motor accident	b) would expect to earn more after the birth rate has risen.
_____ The Traffic Manager for a company operating a crosschannel ferry	c) would expect to be very busy after a serious gale had swept over the city.
_____ Oil company executives	d) will not be pleased to hear that Meteorological Office is predicting a sever winter.
_____ A publisher specializing in text books for children	e) would not be pleased to read in the newspaper that the government was planning to prohibit the sale of all products harmful to health.
_____ The line workers in a factory producing cigarettes	f) would be pleased to hear of a reduction in air fares.
_____ The Marketing Manager of a travel agency specializing in holidays in France	g) would be disappointed to learn that that a new airport was going to be built in London.
_____ A firm of London builders and repairers	h) would be grateful to learn that the school- leaving age is going to be raised.

 

У С Р “ADVERTISING ”

Ex. 1. Read the text and translate into Russian phrases given below.

Businesses need to advertise. If they did not advertise no-one would even learn of the existence of their product. In part, advertising is aimed to provide potential customers and clients with information, but it is also used to persuade the public to buy. This is the area in which advertising is often criticized. Advertisements are sometimes misleading. Although it is illegal for advertisers to make untrue statements about their goods, services or prices, they still make their products seem unduly attractive. They pander to our egos and our vanities. They create a demand which would not otherwise exist.

It is easy to say, “I’m not influenced by adverts!”. Everyone is influenced to a certain extent. There was recently some research on subliminal advertising. The word “coffee” was flashed on to the television screen. It happened so quickly that no-one was aware it had happened. For just a fraction of a second it registered on the viewers’ subconscious. The result? A surprising number of people chose to make coffee at that precise moment. Of course, it could have been a coincidence, but it was highly unlikely.

Yet, for the typical manufacturer advertising is a form of insurance. The nature and extent of consumer’s needs have to be constantly estimated. If the needs are overestimated it is possible, through advertising, to make the consumers buy the surplus goods which have been produced. As a demand for a product decreases, it can be stimulated. There are all sorts of useful by-products. Without the possibility of advertising the warehouses would become overfilled and the stocks would deteriorate, perhaps even becoming obsolete.

An alternative to advertising would be to lower prices when sales fall. This would suit the purchasers but introduce an element of uncertainty for the manufacturers. They are always concerned to be sure that their revenue exceeds their costs, and where would they be if there were daily fluctuations in the prices of their products?

Advertising goes far beyond television and billboards, newspapers and magazines. The manager of a clothes store is advertising by putting models wearing the store’s clothes on the window. A bicycle manufacturer is advertising when he sends a new price-list through the post to his retailers.

Some would even go so far as to say that advertising actually enriches our lives. Commercial television is able to provide us with free programmes thanks to its advertising revenues. National newspapers derive much of their revenue from advertising. Look at a typical newspaper and you will discover the proportion of the pages devoted to advertisements. We also have advertisers to thank for the free colour supplements accompanying the Sunday newspapers.

 

1. to be aimed at _______________________________________________________________

2. to provide information ________________________________________________________

3. to persuade the public _________________________________________________________

4. to pander to one’s egos ________________________________________________________

5. to create a demand ____________________________________________________________

6. to be influenced by the adverts __________________________________________________

7. to estimate consumer’s needs ___________________________________________________

8. to register on the viewers’ subconscious ___________________________________________

9. to become obsolete ____________________________________________________________

10. revenue exceeds costs ________________________________________________________

11. derive much of their revenue from advertising __________________________________

Ex. 2. Match the words with their dictionary definitions.

 

_____billboard	a) a group of people exposed to any form of persuasion
_____ audience	b) the name or other symbol used to identify the goods produced by a particular manufacturer or distributed by a particular dealer and to distinguish them from products associated with competing manufacturers or dealers. It is usually officially registered.
_____ leaflet	c) a company symbol, badge or name style
_____ sponsor	d) the institution such as newspapers and magazines, radio and television which give us their version of what is happening in the world
_____ logo	e) a large outdoor sign used for advertising and usually placed in a busy area
_____ ego	f) a placard or bill posted in a public place as an advertisement
_____ trademark	g) a printed and usually folded sheet of paper for distribution, usually free and containing advertising material or information
_____ media	e) a newspaper with pages about 30 cm designed to appeal to a mass readers and characterized by an emphasis on photographs and brief information often sensational style
_____ presentation	h) someone who is prepared to finance an operation so long as their name will be featured in the publicity.
_____ poster	g) an individual’s conception of himself /herself
_____ tabloid	k) a short distinctive phrase used in politics, advertising, etc
_____ slogan	l) a planned meeting at which attempts are made to sell ideas or products

 

Ex. 3. Read a newspaper article about the Rover car company which is launching a new

Model and is advertising it through the newspaper.

Rover to Begin Job Drive

The Rover car company yesterday confirmed a 1400 million investment in a new luxury model and the creation of 1,000 new jobs.

The new car, code-named R40, will be built at Cowley near Oxford, thus securing the plant’s long-term future.

Production at Cowley, currently at 55,000 vehicles a year, could double thanks to the new model, which will go on sale in spring, 1999.

The manufacturing of the new model – to replace the Rover 600 and 800 cars – will also lead to a further 5,000 new jobs in the component supply industry.

The public will get the first glimpse of the new car when it makes its debut at the Birmingham Motor Show in October.

No decision has yet been reached on a name of the new car, to be built on a new manufacturing facilities at Cowley which will include a new paint plant and vehicle assembly hall.

Rover Group Chairman Walter Hasselkus said: “The car represents the modern face of Rover and the excellence of British design”.

 

Ex. 4. Say if these statements on the text are true or false.

 

1. The Rover car company invested 1400 million to manufacture a new car model. ________

2. This will cause unemployment of 1000 people. _____________

3. Production at Cowley could decrease twice. ____________

4. The new model will go on sale in spring, 1999.__________

5. It will be produced together with Rover 600 and 800 cars._________

6. The new model will make its debut at the Birmingham Motor Show. ________

7. The name of the new model will be “Cowley”. __________

8. According to the words of Rover Group Chairman, the new model “represents the modern

face of Rover and the excellence of British design.” _______

 

Ex. 5. Read the article once more and write questions for these answers. The first has been done for you.

1. 1400 million – How much money did the Rover car company invest in a new luxury model?

2. 1000 ______________________________________________________________________

3. R40_______________________________________________________________________

4. 55,000_____________________________________________________________________

5. 1999_______________________________________________________________________

6. 5,000_______________________________________________________________________

7. 600, 800.____________________________________________________________________

 

Ex. 6. Choose the best alternative to complete the sentences. Look up any words you

Don’t know.

 

1. During the commercial _______, there was an advertisement for a new women’s magazine.

a. break b. breakage c. pause d. interval

 

2. The first thing an ad must do is _______ the reader’s eyes.

a. trap b. catch c. find d.. reach

 

3. We need a name for the product which will _______ to teenagers.

a. appeal b. attract c. succeed d. draw

 

4. Advertising on television is very expensive during ______ viewing hours.

a. high b. peak c. audience d. big

 

5. We did a lot of research to ensure that advertisement would appeal to the ______ audience.

a. aim b. arrival c. goal d. target

 

6. Newspaper advertising _______ for 45% of the total.

a. accounts b. counts c. comprises d. comes

 

7. Advertisers look at each newspaper’s _______ figures before deciding where to place their

advertisements.

a. circular b. population c. circulation d. revenue

 

8. She does the artwork while I write the ______ for each advertisement.

a. copy b. copies c. copyright d. media

 

9. What type of television programme are you probably watching if you see someone talking

about a new soap powder?

a. a quiz show b. a soap opera c. a talk show d. commercial

 

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