- •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 ...
2. Agree or disagree:
1. Advertising is a main vehicle of social communication.
2. Advertising has become the subject of much critical comment and even concern.
3. Advertisers sell dreams, ideal images and ways of life and values.
4. The consumerist values and human images are not simple stereotypes.
5. Now advertisers are associated only with promoting goods, skills or certain professional abilities.
6. Long ago advertisers shape our political fortunes by running such things as election campaigns.
7. All forms of mass media can not rely on advertising for their existence.
8. In sport and the arts advertising takes aform of sponsorship.
9. Sponsorship is the most pervasive form of advertising.
10. There is no advertising connected to public relations (PR).
11. Advertising is regarded as the poor relative of "real" art.
12. The advertising industry regularly gives its best practitioners prestigious awards based on the aesthetic and artistic criteria.
3. Find the key sentences in the text. Discuss them in class.
4. Retell the text using the key sentences as a plan.
5. Discuss all pros and cons of advertising in a dialogue. One of you regards advertising is a main vehicle of social communication another does not think so.
6. Write an essay:
1. Advertisers sell dreams, ideal images and ways of life and values.
2. All forms of mass media rely on advertising for their existence.
3. Advertising is a main vehicle of social communication.
Section 3
THE PSYCHOLOGY OF ADVERTISING
The competent advertising man must understand psychology. The more he knows about it the better. He must learn that certain effects lead to certain reactions, and use that knowledge to increase results and avoid mistakes. Human nature is perpetual. In most respects it is the same today as in the time of Caesar. So the principles of psychology are fixed and enduring. You will never need to unlearn what you learn about them.
PRE-READING TASKS 1.
Learn the following words and word combinations:
to apply (to)
1. применять, использовать, употреблять
to apply a system — применить/использовать систему
to apply a rule — применить правило
to apply the law — применить закон
to apply force — использовать силу
to apply the new method — внедрить новый метод
2. касаться, относиться; применяться (to) Syn: refer, relate
to elicit
1. извлекать; вытягивать, допытываться; вызывать, выявлять (from) Syn: extract
to elicit an explanation добиться объяснения
to elicit a fact — выявить факт
2. делать вывод, устанавливать
to induce
заставлять, побуждать, склонять, убеждать
to respond
1. отвечать
2. реагировать, отзываться (to)
to respond to the demand — удовлетворять спрос
to respond appropriately — адекватно реагировать
response Syn: answer ответ, отклик
to elicit, evoke a response — вызывать отклик
to give a response — отвечать
to evoke a response — вызывать отклик
witty response — остроумный ответ
in response to — в ответ на
consumer response to — отклик покупателей на
suggestion
внушение
to treat by suggestion — лечить гипнозом
treatment by suggestion — лечение гипнозом, лечение внушением
the power of suggestion — сила внушения
subject to the influence of suggestion — объект внушения
suggestibility
внушаемость, суггестивность, восприимчивость к (гипнотическому) внушению
suggestible
1. поддающийся внушению
2. могущий быть внушенным
suggestive
1. вызывающий мысли
suggestive book — книга,'заставляющая думать
2. относящийся к внушению, гипнозу
suggestive therapy — лечение гипнозом, лечение внушением purchase Syn: buy
покупать, закупать (приобре тать что-л. за деньги)
purchase money — деньги на покупку (чего-л.)
purchase price — покупная цена
to purchase the product — покупать продукт
mind
зд. сознание
in the mind of the consumer — в сознании покупателя
interference
вмешательство, интерференция (in, with)
to brook no interference — не терпеть вмешательства
unwarranted interference — недозволенное вмешательство
to minimize interference — свести интерференцию к нулю
interfere
1. вмешиваться (во что-л. — in; with), повлиять (на исход чего-л.)
2. служить препятствием, мешать, быть помехой (with)
to raise interfering thoughts — вызывать отвлекающие мысли
relevance
релевантность; значимость; существенность; важность
to have relevance to — иметь отношение к
sympathy
1. сочувствие (кому-л.— with); сострадание (к кому-л./чему-л. — for); Syn: attraction
to arouse, stir up sympathy for — вызывать сочувствие к кому-л. / к чему-л.
to display, show sympathy for — проявлять сострадание к чему-л.
deep sympathy — глубокие/искренние соболезнования
sympathy card — открытка с выражением соболезнований
2. взаимное понимание; общность (в чем-л.)
in complete sympathy with smb.'s cause — в полном согласии с чьими-л. доводами
volition
1. волевой акт, хотение
to act on one's own volition — сделать что-л. по доброй воле, по собственному желанию
2. воля, сила воли
strong volition — сильная воля
ingenuity
изобретательность, находчивость, искусность, мастерство human ingenuity — человеческая изобретательность
mental
1. интеллектуальный, умственный Syn: intellectual
2. внутренний (происходящий в сознании) Syn: inner
3. психический
a mental attitude — внутреннее, подсознательное отношение
enhancement
1. повышение, прирост, увеличение Syn: rise, increase
2. улучшение, оздоровление (окружающей среды)
to act as a great drive-wheel
быть стимулом, движущей силой
to compel (from smb.)
заставлять, вынуждать, принуждать (кого-л.)
the absence of counter attraction
отсутствие встречных, других привлекающие внимание средств рекламы
attention value
притягательная сила