- •Английский язык guides for advertising Реклама в туризме
- •Introduction
- •1. Learn the following words and word combinations:
- •3. Translate the following:
- •5. Write a short paragraph giving your reasons for your choice. Use the words and word combinations given above.
- •6. Read the following text:
- •1. Learn the following words and word combinations:
- •2. Agree or disagree:
- •2. Now check how well you have learnt them:
- •Interference
- •Volition
- •3. Translate the following:
- •7. Write a story of your own trying to use as many words and ex pressions from task I as possible. Tell it in class. Let your class mates comment on it.
- •8. Look at the Headline of the following text and say what it is de voted to.
- •5. How well have you read the text? Can you answer the following questions?
- •8. Use the text to make word combinations with the following words:
- •9. Find in the text the words that mean the same:
- •10. Insert the missing prepositions. Translate the text.
- •12. Choose the proper form of the verbs given in brackets. Translate the text into Russian.
- •13. Bring different parts of tour advertisements. Analyze all of the parts separately. Try to understand each heading, slogan and copy. After the research has been completed, answer the questions.
- •14. Translate the following into English in class.
- •15. Write a list of dos and don'ts in advertising. Present it to the class. Decide whose essay best covers the topic.
- •1. Learn the following words,
- •4. Give all possible English equivalents of the following words:
- •5. Translate the following into Russian:
- •6. Translate the following into English:
- •8. Answer the following questions.
- •9. Read and translate the text.
- •1. Give Russian equivalents of the follow word combinations:
- •5. Find key sentences in the text. Discuss them with your classmates.
- •6. Retell the text using as many words and word combinations of the unit as possible.
- •7. Translate the following into English in writing:
- •8.Comment on the following and give a list of dos and don'ts for advertising in print.
- •9. Fill in the gaps with the phrases from the box. Translate the text.
- •10. Analyze the following advertisements:
- •2) What tours are advertised in each ad? Which one would you prefer? Substantiate your choice.
- •3) Translate the advertisements into Russian. Preserve the composition of the advertisements.
- •3 Star winter sun offer cyprus
- •2) How many blocks can you distinguish in every advertisemen What are they? 3) Translate the advertisements into Russian. Preserve the position of each of the advertisement.
- •14. 1) Complete the following advertisement. Use the words and word combinations from the box.
- •16. Match the contents and the headlines of the advertisements. What ads' parts are omitted? Which tour would you prefer?
- •17. Try to find an advertisement meeting all the demands. Discuss it with your classmates. Choose an 'ideal' ad.
- •1. Learn the following words and word combinations:
- •2. Read the text below:
- •3. (A) The advertisement in a-column has been mixed and, to arrange them in the right sequence, consult the advertisement in b-coIumn.
- •4. Match the equivalents. What is similar and what is different in these two columns? In what way can you explain this difference in terms of target audience?
- •4. Match the equivalents. What is similar and what is different in these two columns? In what way can you explain this difference in terms of target audience?
- •5. Analyze the following advertisement. Say what kind of tourism is offered here, what target audience is implied. What is your idea about the number of tourists that answered this ad?
- •7. The following information will help you to create your own advertisements. Invent the name of a tourist agency, do not forget about the price. Keep in mind, you should be very persuasive.
- •9. Read and translate the following article. Create several itineraries on the basis of the following article. Present them in the form of advertisements. Keep in mind the target audience.
- •15. The following newspaper advertisements have been mixed up. Them together by rearranging the sections.
- •1. Learn the following words and
- •Incentive
- •3. Translate the following:
- •5. Make up a situation of your own trying to use as many expressions from task I as possible.
- •7. Look at the headlines of the following texts and say what it is devoted to.
- •8. Read and translate the following texts:
- •1. Find in the texts and read the sentences that prove that:
- •2. Give English equivalents of the following word combinations.
- •3. Write 10 statements (true or false) to the texts of the section. Ask your classmates to identify them as either true or false.
- •4. Answer the following questions:
- •6. Find key sentences in the texts. Discuss them with your classmates.
- •7. Retell the texts using as many words and word combinations as possible from task 1.
- •8. Translate into English:
- •2. Translate the following:
- •3. Agree or disagree. Prove your answer.
- •4. Answer the following questions:
- •9. Translate the following into English:
- •2. Now check how well you have learnt them: specific
- •I. Give Russian equivalents of the following word combinations.
- •2. Give English equivalents of the following word combinations.
- •9. Expand on the following.
- •10. Choose the proper form of the verbs given in brackets. Translate the text into Russian.
- •11. Translate the text with the dictionary.
- •12. Translate the text with the dictionary. Discuss the text with your classmates.
- •13. Translate the following into English in class.
- •1. Learn the following words and word combinations
- •2. Give Russian-English equivalents of the following:
- •3. Answer the following questions:
- •4. Read and translate the following text:
- •1. Answer the following questions:
- •4. Find the key sentences in the text. Discuss them in class.
- •5. Retell the text using as many words and word combinations of the unit as possible.
- •6. Read the following text and expand on it.
- •7. Choose the proper preposition to finish off the sentence. Translate the text into Russian.
- •8. Read and translate the text. Say whether you experience the following. Remember that this information can also be used for creating ads. Discuss the contents of the text with your classmates.
- •9.How do you perceive letters and numbers? Are the colors the same for English and Russian vowels and consonants? Discuss it with your classmates.
- •10. Translate the following text into English.
- •11. Write an essay concerning the role of color in your life. Use as many words and expressions from the texts as possible. Tell it in class. Let your classmates comment on it.
- •1. Assess the following advertisement and answer the questions.
- •Viking kirov
- •3. Arrange the blocks of the advertisement in the right sequence.
- •4. Discuss the following advertisement. Discuss the techniques and verbal features used in the advertisement. Translate it into English. Design your own identical advertisement.
- •5. You have looked through a number of advertisements. What advertisement is the most effective?
- •7. Three advertisements have been mixed up. Put them together in writing. Add the omitted parts. Which tour would you choose? Which advertisement is the most effective?
- •8. Translate the following itinerary-advertisements into English.
- •11. 1) Read the following texts. Design advertisements on their basis in English and in Russian. Discuss them with your fellow
- •2) Translate the following texts and add the omitted blocks to turn them into ads.
- •12. Design tour advertisements, use the following parts of the advertisement.
- •13. Translate the following advertisement, add the omitted blocks. Express your opinion about so extreme tours.
- •7 День:
- •14. Make use of verbal and visual means to create an extreme tour advertisement. Present it to the class. In groups of two or three discuss the features that an advertisement should possess.
- •Information (202)289-1995 The Gray Liner Golden Line asi
- •16. A Spa Hotel offers joy to its guests in the following advertisements. Discuss the verbal features and the content of these advertisements.
- •17. Are the following advertisements easy to understand? Are the typefaces (fonts) easy to read? Which add is more persuasive?
- •19 Nights from £1,249 Two nights only £179 special offer from £295 from just £549 Call for details ...
13. Translate the following into English in class.
Существуют три основные типа восприятия действительности: визуальный (зрительный), аудиальный (слуховой) и кинестетический.
Человек, относящийся к визуальному типу, воспринимает мир с помощью зрительных образов, что отражается в его лексике. Например, ясная картина, перспективная мысль, представьте себе, туманная идея, нарисуйте себе картину, колоритная фигура, посмотрите, прозрачный намек.
Человек аудиального типа использует слова слухового ряда. Например, глухой вопрос, кричащая идея, немой намек, резонирующая мысль, это будет здорово звучать, оглушительный удар.
Человек кинестетического типа воспринимает и описывает мир с помощью ощущений и чувств, что воспроизводится в соответствующих словах: тяжелый/легкий вопрос, мощная идея, жесткий намек, слабая/сильная мысль, давящая фигура, скользящий удар.
Попытки использовать все три репрезентативные системы находят все большее распространение в рекламе.
14. Do you know what kind of person from the NLP view you are?
15. What are your favorite words and word combinations? Put them down. Discuss it with your classmates.
16. Can you assess advertisings from NLP point of view? Look through the ads both English and Russian given in Section 10. Decide what they are according to their VAK style.
17. Write an essay on NLP and advertising.
18. Role play.
Two tour agents try to persuade one customer to buy a tour. One tour agent offers spa hotels in Finland, another one speaks about a 7-day tour of England, Scotland and Wales. Try to use Nine Magic Words known by any ad wizard. Using these words in a purposeful way can help you to generate interest and response.
You may have noticed that each of the items in this list of unusual low-cost ways to advertise requires a certain amount of creative energy, but if you're willing to spend a little time to learn to advertise properly, pick two or three action items from the text of the Unit, then get to work. Create your own ads using magic words and VAK words and word combinations. Good luck!
Section 9
COLOUR IN ADVERTISING
According to numerous studies, in every category from business to fashion, color works hard to make your advertising more attractive. In advertising, while spot color increases ad readership and retention by as much as 30 percent, full color increases ad readershi p and retention by as much as 53 percent. On full-page ads, full color is even more effective.
PRE-READING TASKS
1. Learn the following words and word combinations
blood pressure
кровяное давление
to raise blood pressure — повысить кровяное давление
to take smb.'s blood pressure — измерять кровяное давление кому-л.
normal blood pressure — нормальное давление
elevated blood pressure — повышенное, высокое кровяное давление
high blood pressure — повышенное, высокое кровяное давление
low blood pressure — пониженное давление
hearth
дом, домашний очаг
just a tad
капельку, чуточку
pupil п зрачок
pupils-contracted — суженные зрачки
pupils-dilated — расширенные зрачки
to dilate pupils — расширить зрачки
excitement п
возбуждение, волнение (about, at, over)
to arouse, create, stir up excitement — возбуждать волнение
to feel excitement — волноваться
considerable excitement — сильное волнение
mounting excitement — возрастающее волнение
excitement builds (to a climax) — возбуждение достигает кульминации
excitement mounts — возбуждение возрастает
merchandiser n
торговец
Syn: dealer, merchant
pituitary gland
гипофиз
exuberance n
богатство, достаток, избыток, изобилие; Syn: abundance, plenty
gregarious adj
коммуникабельный, контактный, общительный
attention n
внимание, внимательность
to devote one's attention to — уделить внимание чему-л.
to focus one's attention on — сосредоточить внимание на чем-л.
to bring smth. to smb.'s attention — предложить что-л. чьему-л. вниманию
to distract smb.'s attention — отвлекать кого-л., рассеивать чье-л.внимание
to escape one's attention — избежать чьего-л. внимания
close attention, undivided attention — пристальное внимание
rapt attention — сосредоточенное внимание meticulous attention to detail — пристальное внимание к деталям
to attract, draw, smb.'s attention to smth. — обращать чье-л. внимание на что-л., привлекать чье-л. внимание к чему-л.
to pay attention (to) — обращать внимание (на)
to compel attention — приковывать внимание
to slip smb.'s attention — ускользнуть от чьего-л. внимания
background п
задний план, фон; незаметная позиция
appropriate background, fitting background — подходящий фон
in the background — на заднем плане
against the background — на фоне
keep in the background — оставаться в тени
stay in the background — держаться, оставаться в тени
root beer
шипучий напиток из корнеплодов, приправленный мускатным маслом и т. п.
foreground п
передний план
in the foreground — на переднем плане
emulate v
имитировать, копировать, подражать Syn: imitate, copy
upscale push n настойчивая реклама; проталкивание, раскручивание , выше среднего уровня (какого-л. товара и т.п.)
2. высококачественный Syn: of high quality, high-quality
shove v
пихать, толкать, рассовывать
sophistication
1. сильный толчок, выпад, резкий удар; пинок;
2. импульс, толчок (как побуждение изощренность, изысканность, дение к действию, поступку) утонченность
indebtedness: refinement, finesse
чувство обязанности, искушенность, опыт
fiscally ambiance = ambience
с финансовой точки зрения,
serenity
безмятежность, спокойствие