I. Find English equivalents to the following Russian words and word combinations in the text.

Рекламный ролик, рекламный, рекламное агентство, компания-производитель, рекламодатель, распространитель, киноафиша, покрыть расходы, собрать денежные средства, исколесить земной шар, кинофильм.

 

II. Match the words from the left column with their synonyms from the text in the right column. Translate these words into Russian and make your own sentences with them.

1. to look forward to	a. on average
2. once a year	b. contribution
3. caption	c. merit
4. donation	d. fascinated
5. to get	e. to anticipate
6. generally	f. to discard
7. version	g. subtitle
8. charmed	h. to haunt
9. to visit very often	i. to receive
10. advantage	j. maintenance
11. to throw away	k. annual
12. preservation	l. edition

III. Find the appropriate translation to the following words.

1. дотация

a) subsidy b) donation c) dotation d) deposit

 

2. участвовать

a) to syncopate b) to participate c) to emancipate d) to anticipate

3. пополнять

a) to nourish b) to cherish c) to flourish d) to perish

4. благотворительность

a) chest b) cherry c) church d) charity

5. тускло

a) scarcely b) mildly c) dimly d) merely

6. сокровище

a) pearl b) treasure c) jewelry d) value

7. обыскивать

a) to gun b)to pistol c) to rifle d) to revolver

8. храм

a) temple b) castle c) mansion d) shrine

9. отражать

a) relax b) reflect c) relate d) redeem

10. цензура

a) courtship b) kinship c)censorship d) relationship

 

IV. What do the following figures stand for?

700.000;

65;

1898;

25.000;

10;

1978;

20;

3;

7.

 

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

1. Jean Marie Boursicot was born in Paris.

2. The Cinematheque is the only film library in the world that contains preserved advertising films.

3. Jean Marie Boursicot showed his collection to the public for the first time in 1981.

4. Jean Marie Boursicot’s collection includes only advertising films from around the world.

5. The oldest advertising spot in the Cinematheque was released in 1948.

6. The first Night of the Adeaters was called “Gervais”.

7. The Night of the Adeaters’ sponsorship in France unites such brand names as Couleurs de Benetton, Perrier, Miko.

 

VI. Answer the following questions.

1. How did his passion for advertising and cinema begin?

2. How did Jean Marie Boursicot get his first films?

3. What was the purpose of the first Night of the Adeaters’ creation?

4. How many advertising films are shown per night?

5. Why is there no need for subtitles? How does the audience understand the message of advertising films from all over the world?

6. Who contributes to the Cinematheque?

7. Who makes use of Jean-Marie Boursicot’s film library?

8. What organizations does the Night of the Adeaters pay charity money to?

9. How many countries and cities have already joined the event?

10. Is the show interactive? Does the audience play a part in the show?

 

VII. Find additional information about the following items.

1. Amnesty International.

2. Greenpeace.

3. Couleurs de Benetton.

4. Perrier.

5. Miko.

 

 

A Pre Reading Discussion

What is a parody ad to your mind?

Can you give any examples of parody ads?

What is the purpose of a parody ad?

PARODY ADVERTISEMENT

A parody advertisement is a fictional advertisement for a non-existent product, either done within another advertisement for an actual product, or done simply as parody of advertisements. A parody advertisement is used either: as a way of ridiculing or drawing negative attention towards a real advertisement; or as a comedic device, such as in a comedy sketch (pic. 7.2).

A parody advertisement should not be confused with a fictional brand name used in a program to avoid giving free advertising to an actual product, or to the use of a fictional brand name in an actual advertisement used for comparison with the product of an actual competitor.

A parody advertisement can be one in which the advertisement appears to be a real ad for the false product, but the advertisement is somehow exposed to be a parody and if it is an actual advertisement the actual brand becomes clear.

Pic. 7.2. Parody ad

All parody advertisements share some common characteristics. There is a minimum of text; the image uses familiar symbols to link to a company or product; the parody usually criticizes the company for its product, service, or philosophy.

Here are some examples of well known parody advertisements on television.

In the 1990s, the most famous series of parody advertisements were those for the Energizer battery. A parody of a Duracell battery commercial, in its initial commercial episode first shown in October 1989, featured a toy pink rabbit. The toy, powered by the battery, escapes the studio and begins a rampage, pounding a drum and rolling through other commercials being made, including those for coffee, wine, a fictional upcoming TV series, and sinus medication. A total of 115 fictional commercials in both English and Spanish involving the Energizer Bunny were made.

In 1991 the Adolph Coors Company showed an advertisement for Coors beer which featured Leslie Nielsen in a full-size rabbit suit pounding a drum. Coors’ ad was parodying Eveready's Energizer Battery commercials. The Eveready Battery Company sued the Adolph Coors Company claiming Coors' beer ad constituted copyright and trademark infringement. The court ruled that Coors' ad was a valid parody of Eveready's, considering that Mr. Nielsen, "is not a toy, and does not run on batteries."

The Orkin Exterminating Company created a series of fictional commercials in which, part way through the ad, a cockroach would walk across the screen, appearing as if there was a roach in the viewer's home. (There are reports of people who, believe it to be an actual insect on their screen, end up damaging their TV sets attempting to kill it). As the roach continued to move, a man wearing Orkin's outfit of a white shirt, tie and company logo, would apply an insecticide spray to the screen from within, causing the insect to fall off.

a Post-Reading Tasks