IV. Answer the following questions.

1. What was the first commercial in the USA for? How much did it cost?

2. What role does the programming play in the advertising industry?

3. What do special ratings systems exist for?

4. How many advertising spots does an ordinary television commercial consist of?

5. What products are usually advertised in TV commercials?

6. Why is commercial airtime during popular TV events so expensive?

7. How many times can a single television commercial be broadcast?

8. What features do high-quality commercials boast of?

9. Can you give examples of some ad jingles or catch-phrases? Are they used in other media forms?

10. What is the difference between television commercials in Europe and the USA?

11. Are there state-funded broadcasters in Russia? Do they carry advertising?

 

V. Put the items of the plan into the correct order according to the text.

1. Scope of TV commercials.

2. Long-lasting advertising elements.

3. History.

4. TV commercials outside the USA.

5. TV commercials production.

6. Commercial airtime.

7. Pricing policy.

 

VI. Discussion section.

1. Why are there no commercial breaks during news programmes?

2. Do you think it is possible not to interrupt films or programmes with TV commercials? Divide into two groups (advertisers and TV viewers) and discuss pros and cons.

3. What are the differences between print and broadcast media advertising? Which medium is more effective to your mind? Prove your point of view.

4. Do we need television commercial restrictions? Suggest some of them.

5. Have you noticed any consistent patterns or peculiarities of TV commercials?

6. In small groups discuss the future of TV commercials and try to image the plot and design of your own TV commercial. Present your ideas to the rest of the class.

 

 

A Pre-Reading Discussion

Where can you possibly find classified advertising?

How often do you look through classified advertising?

What sections of classified advertising do you usually pay attention to?

Does classified advertising help you to find necessary information?

Have you ever given your own ad to a newspaper or a magazine? What product or service did you try to sell? Was your ad successful?

PRINTED ADVERTISING MEDIA

CLASSIFIED ADVERTISING

 

Classified advertising is a form of advertising which is particularly common in newspapers and other periodicals. Classified advertising is usually textually based and can consist of as little as the type of item being sold, (i.e., “Clothing”) and a telephone number to call for more information (“call 555-777x”). It can also have much more detail, such as name to contact, address to contact or visit, a detailed description of the product or products (“pants and sweaters, size 10” as opposed to “clothing”, “red 1996 Pontiac Grand Prix” as opposed to “automobile”). There are generally no pictures or other graphics within the advertisement, although sometimes a logo may be used. Classified advertising is called such because it is generally grouped within the publication under headings classifying the product or service being offered (headings such as Accounting, Automobiles, Clothing, Farm Produce, For Sale, For Rent, etc.) and is grouped entirely in a distinct section of the periodical, which makes it distinct from display advertising, which often contains graphic information beyond text such as logos, photographs, location maps or other art work and which is distributed throughout a publication and can appear on the same page with, or a page adjacent to, general editorial content.

In recent years the term “classified advertising” has expanded from merely the sense of print advertisements in periodicals to include similar types of advertising on computer services, radio, and even television, particularly cable television but occasionally broadcast television as well, typically very early in the morning hours.

Like most forms of printed media, the classified ad has found its way to the Internet. Printed classified ads are typically just a few column lines in length, and they often filled with abbreviations to save space and money. Internet classified ads don’t typically use per line pricing models so they tend to be longer. They are also searchable, unlike their offline brethren. Because of their low cost structures some companies offer free online classified ads.

A personal ad is an item or notice traditionally in the newspaper, similar to a classified ad but personal in nature. With its rise in popularity, the World Wide Web has also become a common medium for personals. Personals are generally meant to find romance or friendship, and usually include a basic description of the person, and their interests. Due to newspaper prices being based on characters or lines of text, a jargon of abbreviations and acronyms is used in personals.

 

a Post-Reading Tasks

I. Find English equivalents to the following Russian words and word combinations in the text. Make up your own sentences with them.

Реклама, ранжированная по области применения; изобразительная реклама; редакционный материал; печатная реклама; эфирное телевещание; модели ценообразования; частные рекламные объявления; газетная заметка.

 

II. Find the appropriate translation to the following words.

1. заголовок

a) heading b) handing c) hearing d) heating

2. соседний

a) adjustment b) adjacent c) adjective d) adolescent

3. средство

a) spiritual b) wizard c) medium d) source

4. отдельный

a) depict b) destruct c) district d) distinct

5. благодаря

a) dew to b) owe to c) due to d) own to

6. недавно

a) recurrently b) recently c) regularly d) reliably

7. только

a) mealy b) meanly c) merrily d) merely

8. издание

a) public b) publican c) publication d) publicity

9. раздел

a) section b) selection c) succession d) session

III. Match the words from two columns to make a word combination. Each word can be used only once. Translate these word combinations into Russian.

1. detailed	a. media
2. distinct	b. work
3. graphic	c. television
4. art	d. section
5. computer	e. brethren
6. cable	f. description
7. printed	g. service
8. column	h. line
9. offline	i. information

 

IV. Put in a necessary word or word combination to complete the following sentences.

1. A telephone number is necessarily included into classified advertising to ….

2. Pants and sweaters belong to the section “…” in newspaper classified advertising.

3. Furniture, Miscellanea, Services, Work are … in classified advertising.

4. Local maps and photographs are usually found in ….

5. Classified advertising can be seen more often on … television than on … television.

6. … are used in printed classified ads to save space and money.

 

V. Say whether the following statements are true or false. Correct the false statements.

1. Classified advertising often contains graphic information such as logos, pictures, photos, etc.

2. Classified advertising can be found throughout the periodical.

3. There is no classified advertising in the Web.

4. Printed classified ads are not very long.

5. A personal ad can be found only in the newspaper.

6. Internet classified ads are easy to find.

 

VI. Answer the questions.

1. What media can classified advertising be realized through?

2. Why is classified advertising called so?

3. What information contains in classified advertising?

4. When does broadcast television transmit classified advertising?

5. Can you give a free online classified ad?

6. What is the difference between classified advertising and display advertising/ classified advertising and personal advertising?

7. What are personals meant for?

8. What is the main feature of personals?

 

VII. Try to decipher the following abbreviations typically used in personals.

1. M.
2. F.
3. SWM.
4. ISO.
5. WLTM.
6. TLC.

 

 

a Pre-Reading Discussion

1. Read the quotations of Jean Kilbourne above. Do you agree with them? Comment upon them.

2. Why is it important to “read” advertisements critically?

3. What are the elements of a magazine ad?

4. Do you know any techniques used in advertisements?

5. Who is the target audience?

6. How does the ad work?

 

READING” ADVERTISEMENTS

Advertisers want to reach kids, for they know

little consumers are a viable business in the U.S.

Jean Kilbourne

Ads create quick cumulative and unconscious

effects on people. Most people don’t even realize

that they buy into an ad’s message.

Jean Kilbourne

 

a Reading