Sum up the contents of the text in one or two sentences.

10) Render the following item in English:

Функции рекламы

1. Маркетинговая (продвижение товара к потребителю).

2. Информационная (информирует потребителей о товарах).

3. Экономическая (стимулирует продажу).

4. Образовательная (ускоряет темпы научно-технического прогресса).

5. Социальная (аппелирует к общечеловеческим ценностям: сохранению окру­жающей среды, здоровью, заботе о ближних и т.п.).

6. Политическая.

Общие требования к рекламе

1. Реклама должна быть распознаваема без специальных знаний или без применения технических средств.

2. Реклама на территории Российской Федерации распространяется на рус­ском языке и по усмотрению рекламодателей дополнительно на государ­ственных языках республик и родных языках народов Российской Федерации.

3. He допускается реклама товаров, запрещенных к производству и реали­зации.

4. Реклама о самом рекламодателе, не имеющем специального разрешения (лицензии) на деятельность, не допускается.

5. Реклама товаров, подлежащих обязательной сертификации, должна сопро­вождаться пометкой «подлежит обязательной сертификации».

6. Использование в рекламе объектов интеллектуальной собственности до­пускается в порядке, предусмотренном законодательством.

7. Реклама не должна побуждать граждан к насилию, агрессии, возбуждать панику а также побуждать к опасным действиям.

8.Реклама не должна побуждать к действиям, нарушающим природоохранное законодательство.

Text В

The American National Advertisers and Publishers Information Bureau suggests several characteristics that distinguish public relations advertising. The following list uses the word "company", but the concept is applicable to any organization, including nonprofit, voluntary, and trade groups.

1. It must educate or inform the public regarding the company's policies, functions, facilities, objectives, ideals, and standards.

2. It must create a climate of favorable opinion about the company by stressing the competence of the company's management, accumulated scientific knowledge, manu­facturing skills, technological progress, and contribution to socialadvancement and public welfare.

3. It must build up the investment qualities of the company's securities or improve the financial structure of the company.

4. It must sell the company as a good place in which to work, often in a way designed to appeal to graduates or people with certain skills.

□ Notes:

The American National Advertisers and Publishers Information Bureau - Бюро инфор­мации американских национальных рекламодателей и издателей.

 

□ Vocabulary:

distinguish - отличать, различать

concept - понятие, идея

applicable - применимый.

nonprofit - некоммерческий, нерентабельный, общественный

voluntary - добровольный

trade - торговый, коммерческий

regarding- относительно, касательно

facilities - условия,удобства, средства обслуживания

objectives - цели

create - создавать

favorable opinion - благоприятное мнение

stress - подчеркивать, выделять

competence – компетентность

manufacturing skills - навыки производства

contribution to - вклад в

social advancement - социальный прогресс

public welfare - благосостояние общества

build up - создавать, повышать, наращивать

securities - ценные бумаги

appeal to - привлекать, нравиться к.-л., импонировать

graduate – выпускник

 

 

Assignments:

1) Find the English equivalents in the text:

1. это понятие применимо к

2. информировать общественность, принимая во внимание политику фирмы

3. создать климат благоприятного мнения о фирме

4. вклад в социальный прогресс и благосостояние населения

5. улучшать финансовую структуру фирмы

 

2) Translate the following words and word-combinations into Russian and use them in sentences of your own:

1. voluntary organizations; trade organizations; non-governmental organizations; non-profit organizations

2. company's policies, functions, facilities, objectives, ideals, and standards

3. build up the investment qualities of the company's securities

4. designed to appeal to graduates

5. to invest one's money (in stocks, in bonds, in land); the stock is a good investment; investment bank; short-term / long- term investment; investment qualities; investor

6. to sell (dear, cheap; at a loss; well, badly; off, out) sale of services/goods;

goods on sale; cash sale; winter/summer sale

3) Match the words having the opposite meaning:

national	to damage
to improve	to spend
voluntary	negative
favorable	poverty
to accumulate	global
welfare	forcible
to create	to worsen

 

4) Complete the sentences with the following words (place; regarding; distinguish; favorable; applicable):

1. The concept is___to any organization.

2. Public relations advertising must sell the company as a good___in which

to work.

3. It must create a climate of___opinion about the company.

4. It must educate the public___the company's policy, functions, facilities,

objectives, ideals, and standards.

5. The Bureau suggests several characteristics that ____public relations

advertising.

 

5) Insert prepositions where necessary (of; by; with; in; up; about; to; -):

1. It must build___the investment qualities___the company s securities.

2. It must create a climate___favorable opinion___the company

___stressing___the competence___the company's management.

3. It must sell the company as a good place___which to work, often___

a way designed to appeal___graduates or people___certain skills.

 

6)Answer the following questions:

1. What are the characteristics distinguishing public relations advertising?

2. What's your opinion on them?

3. Can you add any other ideas?

 

Sum up the text in one sentence.

Text С

Advantages of Advertising

Advertising is paid and controlled mass communication. This means that the organ­ization completely bypasses the newsroom gatekeepers and places its messages, exact­ly as written and formatted, with the medium's advertising department. Thus a pri­mary reason for using advertising as a communications tool is that control of the mes­sage remains with the sender.

Some other advantages of advertising are its selectivity and the advertiser's control of the impact and timing.

Audience Selection

With advertising, you can reach a very specific audience. For example, commercial on stations can be fine-tuned to the audience with little regard for any other people. Advertisements in specialized publications can reach their readers with very little exposure to others. Different ideas can be conveyed to different groups, and efforts can be concentrated in the most important areas.

For any public relations program, certain groups or publics are more important the others. Reaching them may be imperative, while reaching others may be optional. To be sure of reaching your key publics, you can rely on advertising.

 

□ Vocabulary:

advantages - сильные стороны; преимущества

mass communication - средство массовой коммуникации

bypass - обходить, объезжать игнорировать

gatekeeper - цензор

format - форматировать; производить разметку текста

medium (pl. media) - среда; средство, способ

the medium - средство распространения рекламы (например, радиостанция, журнал, газета)

primary - первостепенный, главный, первый

selectivity - отобранность, отбор; избирательность

impact - воздействие рекламы (на аудиторию)

timing - согласованное действие; срок, выбор времени, расчет времени

audience selection - отбор / подбор аудитории

commercials - рекламные ролики; рекламные вставки, передачи

reach - добираться до; достигать; охватывать, завоевывать (аудиторию рек

ным сообщением по меньшей мере один раз за определенный период времен

exposure - воздействие, контакт

convey - передавать

effort - усилие

imperative - императивный; обязательный; настоятельный

optional - необязательный, произвольный

publics - группы аудитории

rely on - полагаться на; доверять

 

Assignments:

1) Find the English equivalents in the text:

1. платное и контролируемое средство связи

2. размещать свои сообщения

3. отдел рекламы

4. (очень)своеобразная аудитория

5. завоевать, охватить аудиторию

2) Translate the following word-combinations into Russian. Use them in sentences of your own:

to bypass the newsroom gatekeepers;

written and formatted messages;

a primary reason for...;

a communications tool;

control remains with the sender;

the advertisor's control of the impact and timing;

commercials can be fine-tuned to the audience;

with little regard for any other people.

 

3) Match the words which are close in the meaning:

primary	necessary
to remain	to win
to reach	to stay behind
key	important
different	voluntary
optional	various
imperative	main

 

4) Match the words having the opposite meaning:

imperative	worthless
paid	to distrust
to expose	partially
important	voluntary
to rely on	to be doubtful
to be sure of	roughly
completely	to conceal
exactly	free

5) Insert prepositions where necessary (with; in):

1. The organization places its messages___the medium's advertising

department.

2. Control of the message remains___the sender.

3._ advertising you can reach____a very specific audience.

4. Advertisements___specialized publications can reach___their

readers____very little exposure to others.

 

6) Complete the sentences with the following words (advantages; reach; exposure; advertising; imperative; publics; commercials):

1._is paid and controlled mass communication.

2. Some other___of advertising are its selectivity and the advertiser's

control of the impact and timing.

3. With advertising, you can___a very specific audience.

4.___on stations can be fine-tuned to the audience with little regard for

other people.

5. To be sure of reaching your key___, you can rely on advertising.

6. Reaching certain groups or publics may be___.

7. Advertisements in specialized publications can reach their readers with very little___to others.

 

7) Make up questions for these answers:

1....................................................................? Advertising is paid and controlled ma:

communication.

2....................................................................? A primary reason for using advertising as

communications tool is that control of the message remains with the sender.

3....................................................................? Some other advantages of advertising are i

selectivity and the advertiser's control of the impact and timing.

4....................................................................? Advertisements in specialized publications

can reach their readers with very little exposure to others.

5....................................................................? To be sure of reaching your key publics, у

can rely on advertising.