- •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 ...
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.
Read and translate the following text:
Psychology of advertising
I
At the turn of the 19th century when psychological theory and method were applied to everyday life problems, Walter Dill Scott applied the scientific psychology to the study of business practices. Scott's book The Psychology of Advertising, of 1908, gave birth to advertising psychology as asubdiscipline in its own right. At that time, advertising executives were divided on the most effective approach to advertising design. The majority thought that consumers were rational: when informed about the product and reasons why it should be bought, they would respond appropriately. The minority view held that consumer response to advertising was non-rational. Scott supported the minority view. Suggestion was the dominant theoretical concept in the analysis of social influence. Every normal person, Scott thought, was subject to the influence of suggestion; and suggestion, not reason, was the primary determinant of human action.
Effective advertising must implant the thought of purchasing the product in the mind of the consumer without raising interfering thoughts. To help advertisers achieve this goal, Scott assessed the relevance of what was then known about basic psychological functions, including memory, feeling, sympathy, instinctive action, volition, habit, and attention, to the design of advertisements that would maximize the power of suggestion and minimize interference.
II
Scott emphasized that four principles: repetition, intensity (e.g., use of vivid colors, placement in the initial or final position in the publication, request for action such as filling out a postcard), association value (especially with the reader's personal interests and motives), and ingenuity (e.g., choice of names reflective of the nature of the product) increase the memorability of an advertisement.
Feeling was discussed in terms of pleasure and pain and their effects on suggestibility: 'In pleasure our minds expand. We become extremely suggestible, and are likely to see everything in a favorable light. In pain we refuse to receive suggestions, are not easily influenced, and are in a suspicious attitude toward everything which is proposed. To be successful, therefore, advertising must be designed to elicit pleasure in the reader'; and, in this regard, Scott discussed 'the significance of such simple laws as that of proportion and symmetry in accomplishing the desired result.'
Sympathy, for Scott, was 'a mental attitude which is induced by the realization of the fact that someone else is going through that particular form of experience. In general, the greater the perceived similarity between the reader and those seen pictured in an advertisement, the greater the degree of sympathy elicited by an advertisement; and the greater the sympathy, the higher the likelihood that the advertisement would influence the reader through the power of suggestion.
In analyzing the relevance of instinctive action to advertising, Scott introduced the issue of motivation. Effective advertising, according to him, had to appeal to individual interests or motives. These included interest in property, food, clothing, constructing, and enhancement of the social, moral, intellectual, or aesthetic self.
III
Examining the nature of volition Scott argued that advertisers wishing to ensure that decision making favored purchase of their product should bring the product 'before the public in such a manner that the idea of it will be clear and distinct in the minds of potential purchasers'. They should inform the public of exactly what is necessary to secure the product; and they should present the product in such a manner that its value seems great and its purchase desirable.
Scott emphasized the importance for the advertiser of inducing 'the public to get the habit of using his particular line of goods. When the habit is once formed it acts as a great drive-wheel and makes further action easy in the same direction. To establish a habit, advertising must be extensive; to maintain the habit, it must be continued'.
In discussing attention, Scott claimed that 'the power of any object to compel attention depends upon the absence of counter attraction', especially of the attention value of large versus small advertisements, concluding that, all other things being equal, attention value varies with the size of the advertisement (e.g., a full page advertisement elicited more attention than two half-page advertisements).
Discussing basic mental functions in relation to advertising effectiveness, Scott paid attention to the impact of street railway advertising, the use of the questionnaire method, and the applicability of laws of progressive thinking to advertisers. These topics covered virtually everything that was then known about the application of psychology to advertising. Scott's work was influential; within only a few years, the non-rational approach to advertising, which had been a minority view when Scott entered the field, had become the mainstream perspective.
AFTER-READING TASKS 1. Match the following words:
suggestion |
изобретател ьность |
purchaser, end user |
consumer |
извлечь |
infusion, hypnosis |
ingenuity |
склонять, убеждать |
significance |
volition |
суггестия, внушение |
extract |
induce |
значимость |
preference |
relevance |
потребитель |
creativity |
elicit |
желание |
persuade |
Give English equivalents of the following word combinations
выработать привычку приводить доводы
принятие решения
потенциальные покупатели
поддерживать точку зрения меньшинства
воздействие на человеческое сознание
расходиться во мнении относительно чего-либо
реагировать соответствующим образом
внушение является основной концепцией
ассортимент товаров движущая сила
рекламное объявление на целую полосу
основной определяющий фактор
заполнение почтовой карточки
отражать сущность изделия
рекламное объявление на полполосы
реклама продовольствия
анкетирование
законы мышления
быть подверженным внушению
желание и привычка
создать рекламу
сделать рекламу более запоминающейся
изобретательность внушать мысль о покупке
Read through the text to prove that:
1. advertising is non-rational;
2. consumers are the victims of advertising;
3. advertising is more effective if it is winning the purchaser by implication;
4. advertising appeals to man's worst nature;
5. repetition, intensity, association value, and ingenuity increase the memorability of an advertisement.
Mark the following statements true or false.
1. At the turn of the 18th century psychological theory and method were started to apply to problems of routine life.
2. Advertising psychology became asubdiscipline in its own right in 1908.
3. Suggestion was the main theoretical notion in the examination of social influence.
4. Memory, feeling, sympathy, instinctive action, volition, habit, and attention are the basic psychological functions to be used for advertising design.
5. Effective advertising had to appeal only to individual interests.
6. Advertising executives should inform the public of exactly what is necessary to do to secure the product.
7. Habit is a great drive-wheel for the advertising, it makes customers to use a particular line of goods.
8. Two half-page advertisements elicit more attention than a ful-page advertisement.
9. In his book Scott covered everything that was then known about traveling.