ADVERTISING

Date: 2015-10-07; view: 767.

Complete the sentences according to the text.

1.Using Volta's battery to give them a supply of electricity on tap, various scientists discovered that … . 2. Andre Ampere learned about …, and Georg Ohm discovered … . 3. The focus, of experimentation among scientists. Became … . 4. Faraday's extraordinary inventive and meticulous; experimental work and his keen theoretical insight put him … . 5. Faraday's greatest discoveries and achievements are … .

25. Work with a partner. Ask and answer questions to the text using words and word combinations below:

a hot topic in fashionable society the first inkling of a link between two natural forces

‘animal electricity' in the forefront of all key breakthroughs

rapid and serious advances the principle of electromagnetic induction

the first battery the ultimate unity between all forces

26. Retell the text ‘Electricity – Magic of Science'.

Advertising is bringing a product (or service) to the attention of potential and currentcustomers. Some people think advertising is a waste of money – advertising professionals don't agree with this view. Through advertising manufacturers persuadecustomers to buy their products. In today's world, people haven't got time to make judgement on which canof tomatoes or which brand of coffee is the best one. And if you are constantly telling people why they should choose your brand, rather than another one, they will remember that. Advertising is one of the largest industries. Businesses spend enormous money to advertise their products.

Advertising is typically done with signs, brochures, commercials, billboards, direct mail, personal contact, etc.

Does advertising benefitconsumers and economy? Yes, it does in a number of ways.

- It provides us with information about prices, appearance of certain new goods and services, and their availability.

- Advertising stimulates competition, and competition benefits all of us because it often results in lower prices.

- Advertising pays most of the cost of magazines and newspapers, and all of the cost of commercial radio and TV.

- Advertising helps the economy as a whole by stimulating consumer demand, and consumer spending has a direct effect on the health of the economy. Advertising helps to keep that spending at healthy levels.

However, advertising also has some disadvantages.

- The information contained in advertising is not always reliable, it may mislead the consumer.

- The costof advertising adds to the price consumers pay.

- Consumers are temptedto spend money on products they do not really need.

- Radio and TV are not really freebecause the cost of advertising on them is passed on to the consumer.

II. VOCABULARY

III. READING COMPREHENSION

1. Answer the Questions

1. What is advertising?

2. What are some methods of advertising? (How is advertising done?)

3. Is advertising a large industry?

4. What information does advertising provide?

5. What effect does advertising have on competition?

6. Does competition benefit consumers? Why?

7. How does advertising influence the cost of magazines, newspapers, radio, and TV?

8. What effect does advertising have on consumer demand?

9. Does advertising always provide reliable information?

10. Why does advertising raise prices?

11. What does advertising sometimes make customers do?

12. Who, in fact, pays the cost of advertising on radio and TV?

2. Read the statements and say whether they are true (T) or false (F). Correct the false ones.

1. Advertising only targets (нацелена на) potential customers.

2. Advertising makes it easier for customers to choose the right product.

3. Advertising is only done with TV.

4. Manufacturers do not spend a lot on advertising.

5. Customers may be misled by advertisements.

6. Customers do not really need advertising.

7. Advertising is good for competition.

8. Competition raises prices.

9. Consumer demand does not depend on advertising.

10. You can always rely on information in ads.

11. Only absolutely necessary products are advertised.

12. Advertising is paid for by consumers.

3. Supply the missing words and word combinations

1. Advertising targets both p-------- and c------customers.

2. Some people say advertising is a w---- of money.

3. Manufacturers need advertising to p------- customers to buy their products.

4. People don't always have time to make j-------- on the quality of goods.

5. Advertising is often done with radio and TV c----------.

6. Advertising b------- consumers and economy.

7. The cost of advertising is p----- o- to the consumer.

8. Competition sometimes r------ in lower prices.

9. Consumers learn about the a--------- of new goods and services from advertisements.

10. The information contained in ads is not always r-------.

11. Ads may m------ the consumer.

12. Advertising has both a--------- and d------------.

IV. ANALYZE

1. Choose the correct word or word combination

1. I learnt about … of this product from a commercial.

a. the recall b. the appearance c. the poor quality

2. Competition often … lower prices.

a. reduces b. provides c. results in

3. The … of radio and TV advertising may be very high.

a. price b. cost c. availability

4. Advertising … competition.

a. has a direct effect on b. ruins c. informs the consumer about

5. The information contained in ads is not always … .

a. easy to understand b. reliable c. well presented

6. The consumer may … by ads.

a. be scared b. be puzzled c. be misled

7. Consumers … to spend money on unnecessary things.

a. are invited b. are made c. are tempted

8. Manufacturers use advertising to … customers to buy their products.

a. ask b. allow c. persuade

2. Match the words and expressions with their definitions

3. Put the words in the correct word order

1. advertising / what / is / ?

2. methods / some / are / what / advertising / of / ?

3. provide / advertising / what / information / does / ?

4. competition / consumers / does / benefit / ?

5. does / influence / how / advertising / costs / ?

6. on / demand / consumer / have / effect / what / does / advertising / ?

7. large / advertising / is / industry / a / ?

8. prices / does / why / raise / advertising / ?

9. effect / what / does / have / competition / advertising / on / ?

10. sometimes / does / make / what / consumers / advertising / do / ?

11. pays / on radio and TV / the cost / advertising / on / in fact / who / of / ?

12. money / of / waste / is / advertising / a / ?

4. Give the English equivalents

а. рекламный ролик

в. наличие, доступность

с. вывеска

d. рекламный щит

е. приводить к…

f. расходы на рекламу

g. в целом

h. недостаток

i. вводить в заблуждение

j. добавлять

k. убеждать

l. искушать, соблазнять

5. Prove the following statements (аgree or disagree)

1. Consumers don't need advertising.

2. Advertising makes radio and television free.

3. Advertising raises prices.

4. Information contained in ads is reliable.

V. TRANSLATE

1. Цель рекламы – привлечь внимание имеющихся и потенциальных потребителей к продукту или услуге. ………………………………………………………………………………………………………………………………………………………………………………………………………………………………………………………………

2. Является ли реклама напрасной тратой денег? – Конечно, нет, потому что она приносит пользу и потребителям и экономике в целом.

………………………………………………………………………………………………………………………………………………………………………………………………………………………………………………………………

3. Реклама информирует покупателей о появлении новых продуктов и услуг, о ценах на них и об их наличии.

……………………………………………………………………………………………………………………………………………………………………………………………………………………………………………………………....

4. При помощи рекламы производители убеждают покупателей купить их продукт.

…………………………………………………………………………………………………………………………………………………………………………

5. Сегодня у людей очень мало времени, чтобы самим сделать выбор. Они покупают то, что видят и слышат в рекламных объявлениях.

……………………………………………………………………………………………………………………………………………………………………………………………………………………………………………………………….

6. Реклама стимулирует конкуренцию, а конкуренция приводит к снижению цен.

………………………………………………………………………………………………………………………………………………………………………..

7. Реклама стимулирует потребительский спрос, что способствует развитию экономики.

………………………………………………………………………………………………………………………………………………………………………………………………………………………………………………………………

8. Реклама оплачивает расходы на радио и телевидение.

………………………………………………………………………………………………………………………………………………………………………………………………………………………………………………………………

9. Однако, у рекламы есть ряд существенных недостатков.

…………………………………………………………………………………………………………………………………………………………………………

10. Информация, содержащаяся в рекламных объявлениях, не всегда надежна.

………………………………………………………………………………………………………………………………………………………………………..

……………………………………………………………………………………

11. Расходы на рекламу увеличивают цены, которые платят потребители.

………………………………………………………………………………………………………………………………………………………………………………………………………………………………………………………………

12. Часто реклама убеждает потребителей покупать товары, в которых они не нуждаются.

………………………………………………………………………………………………………………………………………………………………………..

…………………………………………………………………………………..

VI. SPEAK

1. Interview

Work in pairs and prepare an interview.

Student A is an advertising expert.

Student B is working on an article about the role of advertising in our life. He wants to know A's opinion about it.

2. You talk

a) Think of some consumer products you have bought recently, such as an item of clothing, a CD, electrical equipment, etc. Which of the factors in the list below influenced your choice? Can you add any other factors to the list?

- brand name

- brand loyalty (you had bought the same brand before)

- a friend's recommendation

- pressure from your peer group (влияние сверстников)

- advertising

- price

- accompanying special offers or gifts

b) What are the advantages and disadvantages of advertising for:

- the consumer?

- the manufacturer or producer?

3. You are a journalist either in favour

of advertising or against it. Speak before a group of customers and prove your point.

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