Материалы представленные на сайте исключительно с целью ознакомления пользователям Интернета и не преследуют коммерческих целей или нарушение авторских прав.
© 2018 - 2024
Слова и выражения для запоминания:
1 1 paragraph
trend тенденция
diverse разнообразный
instead of вместо
exclusively исключительно
to feature изображать
male - female мужской, женский
decade десять лет
to appear появляться
to embrace охватывать
rainbow разноцветный
knitwear трикотаж
to launch начать, запустить
arm in arm вместе
cutting edge острие
to reflect отражать
Paragraph
to blame обвинять
goods and services товары и услуги
to argue возражать
merely просто
Paragraph
to get to do заставить сделать ч-л
to involve включать в себя
to run (an ad) разместить
commercial рекламный ролик
complexity сложность
stage стадия
awareness знакомство, информированность
trial проба
reinforcement закрепление
4 paragraph
through через
repetition повторение
technique метод
consumer потребитель
to be aware знать, быть знакомым to exist существовать
to generate порождать, давать
Paragraph
to induce вызывать
make smb. do smth. заставить
to send посылать
free свободный, бесплатный
sample образец
mail почта
to give out раздавать
store магазин
discount скидка
offer предложение
price цена
reduction сокращение
6 paragraph
necessary необходимый
regular обычный
unless если не
constantly постоянно
to remind напоминать
to please удовлетворить
probably вероятно
thus следовательно
according to согласно
to establish упрочить, укрепить
however однако
to cut сокращать
likely вероятно
to reduce уменьшить
Упражнение 1. Ответьте на следующие вопросы:
1. What is the funniest advertisement you have seen? Describe it.
2. What makes an ad memorable?
Прочитайте и переведите текст:
TEXT 8 THEORIES OF ADVERTIZSING EFFECTIVENESS 2
1 Another trend in advertising that began in the 1980s was the use of ethnically diverse models. Instead of exclusively featuring blond Caucasian1 male and female models, as had been the case2 for decades, a variety of ads began appearing in magazines, newspapers and on television that featured African-Americans, Asian and Hispanics3. One of the first advertisers to embrace this rainbow look was the Italian knitwear maker Benetton who launched its “United Colors of Benetton” ad campaign featuring youth of diverse nationalities standing arm in arm. The advertising industry was again on the cutting edge reflecting our ethnically diverse culture.
2 Although some critics blame advertising for creating new cultural trends in order to sell more goods and services, others argue that the message industry merely reflects cultural changes.
A-T-R Model
3 Getting a person to buy a product involves far more than simply running an ad in a newspaper or a commercial on TV. To describe the complexities of advertising, we will use the A-T-R model, which shows that there are three main stages in the selling process: awareness, trial and reinforcement.
4 Awareness is the easiest step. Through repetition and other advertising techniques, consumers can be made aware that a product exists. Usually the bigger the advertising campaign, the more4 awareness is generated.
5 Trial, the second step, is much more difficult to induce. Merely advertising a product is not necessarily going to make someone try it. As a result, many companies use other techniques to get people to try the product, including sending free samples through the mail or giving them out in stores, giving away discount coupons and offering price reductions.
6. Reinforcement is the necessary third step to get users to buy the product again. Studies have shown that after people try a new brand, they usually go back to their regular brand unless they are constantly reminded about the new brand by effective advertising.. If the product doesn’t please the customer, he or she will probably never purchase it again. Thus, according to A-T-R theory, increasing the advertising budget after a product is established will not necessarily increase new sales. However, cutting the budget will likely reduce sales because reinforcement will be lost.
(1900)
Примечания
1. Caucasian - белый, белокожий, принадлежащий к европеоидной расе
2. this is the case – дело обстоит так
3. Hispanics - латиноамериканцы
4. he bigger … the more – чем больше … тем больше
Упражнение 2 . Найдите синонимы:
| 1. cutting edge | a. a television or radio advertisement |
| 2. commercial | b. assign responsibility for a fault or wrong |
| 3. awareness | c. the process of encouraging or establishing a pattern of behavior, esp. by encouragement or reward |
| 4. trial | d. the latest or most advanced stage of development; innovative or pioneering |
| 5. reinforcement | e. knowing and understanding a lot about what is happening in the world or around you |
| 6. to blame | f. a test of the performance, qualities, or suitability of someone or something |
Упражнение 3. Подберите наиболее удачный эквивалент для выделенных слов и словосочетаний:
1. Instead of exclusively featuring blond Caucasian male and female models, as had been the case for decades, a variety of ads began featuring African-Americans, Asian and Hispanics.
a. Ads did not feature blond Caucasian male and female models anymore.
b. For decades advertisements featured only blond Caucasian male and female models.
2. Benetton launched its “United Colors of Benetton” ad campaign featuring youth of diverse nationalities standing arm in arm.
a. Ad campaign featured young people of diverse nationalities closely allied by common interests.
b. Ad campaign featured young people of diverse nationalities standing with arms linked.
3. The advertising industry was again on the cutting edge reflecting our ethnically diverse culture.
a. The advertising industry was again reflecting the latest or most advanced stage of development of our ethnically diverse culture
b. The advertising industry was again advertising the sharp edge of a tool's blade for our ethnically diverse culture.
4. Usually the bigger the advertising campaign, the more awareness is generated.
a. Awareness depends on the scope of advertising campaign.
b. There is no correlation between the scope advertising campaign and awareness.
5. However, cutting the budget will likely reduce sales because reinforcement will be lost.
a. Cutting the budget will most probably reduce sales.
b. Cutting the budget will not necessarily reduce sales.
Упражнение 4 Дайте ответы на следующие вопросы:
1. What were the trends in advertising in 1980?
2. What do Caucasian males and females look like?
3. Does advertising create new cultural trends or merely reflect them?
4. What do the letters A-T-R stand for? (e.g. – A-T-R model)
5. What are the three main stages in selling process according to A-T-R model?
6. Is there any connection between the advertizing campaign and awareness?
7. What are the techniques used to get people to try the product?
8. Is it wise to cut the advertising budget after the product is established? Why?
Упражнение 5 Прочитайте текст, определите, какие утверждения соответствуют его содержанию
1. Nathan Fowler advised to direct advertising messages to women because they are more emotional.
2. Advertisers present us with specific detail about their products so that we can compare their products with other products.
3. Advertisers use images of glamour and sex appeal; all kinds of humor; appeals to our longings for stronger bonds of family, friendship and community; as well as promises of leisure, self-improvement, and success.
4. Advertisers also use music, contests, special promotions as well as color, composition and compelling graphics to make their ads effective.
Market research began as early as 1891 when Nathan Fowler analyzed consumer patterns(модели) and recommended in Advertising Age that because women make most of the purchasing decisions of their household, manufacturers would do well to direct their advertising messages to them. Since then, ads were increasingly targeted to specific audiences.
Advertisers have deployed a range (ряд) of strategies to reach these audiences. Increasingly, they have emphasized experience (опыт) over information. Rather than present us with specific detail about their products—specifics we might think about and compare with the specifics of other products—most ads present us with emotional appeals (призывы), seducing (соблазняя) us with images of desirable people, places and experiences. Advertisers deploy various strategies to do so. They seek to give power and personality to technological products and to corporations. They also use role models and celebrity endorsements (продвижение знаменитостями); images of glamour and sex appeal; all kinds of humor; appeals to our longings (тяга) for stronger bonds of family, friendship and community; as well as promises of leisure, self-improvement, and success. Advertisers integrate catchy popular music and rope us in (заманивать) with contests and special promotions. They also attract our attention by manipulating the visual elements from color to composition to compelling graphics.
(1100)
UNIT 9 PROPAGANDA DEVICES 1
Слова и выражения для запоминания:
Paragraph
technique метод
to define определять
to promote продвигать
cause дело, общее дело
thus таким образом
evil зло
deceptive лживый, обманчивый
however однако
undesirable нежелательный
connotation коннотация, дополнительное значение
rather than а не
extensively широко
following следующий ниже
common обычный, широко распространенный
2 paragraph
slogan девиз, лозунг
the latter последний из упомянутых, the former – первый из упомянутых
chant лозунг, скандирование
convention съезд, собрание
list список
and so on и так далее
Paragraph
name calling прозвище, кличка,
as well as также как и
judgment суждение
evidence доказательства
hate ненависть
fear страх
consumer products потребительские товары
to condemn осуждать
to reject отвергать
pervert извращенец
egghead яйцеголовый, умник
direct – indirect прямой, косвенный
approach подход
upset расстроенный
stomach желудок
4 paragraph
glittering generalities красивые (общеполитические) призывы
virtuous добродетельный, благотворный
to urge убеждать, побуждать
to accept принимать
to approve одобрить
Упражнение 1. Ответьте на следующие вопросы:
1. What associations do you have when you hear the word propaganda?
2. Is propaganda evil?
Прочитайте и переведите текст:
Text 9. PROPAGANDA DEVICES
1There is an important relationship between propaganda techniques and advertising. Webster’s dictionary defines propaganda as “a systematic effort to promote a particular cause or point of view. Thus, by definition, propaganda is not evil or deceptive. However, the word has taken on undesirable connotation, maybe because these techniques appeal primarily to our emotions rather than to our intellect. Propaganda is a part daily feature of our popular culture. It is a prime ingredient in political speeches and is used extensively in advertising campaigns. The following are some of the more common forms of propaganda devices used today.
2Slogans. The slogan is equally effective in advertising and political campaigns. In the latter, it usually takes the form of a chant that can unite large crowds into one common emotion. Examples of political slogans are “Four More Years” used at political conventions and “America, love it or leave it,” a common bumper sticker during the 1960s. In consumer advertising the list is endless – “Come to Marlboro Country”, “Coke is it”, “Join the Pepsi Generation”, “The Uncola” and so on.
3Name Calling. The device of name calling is constantly used in political and ideological battles as well as in commercial advertising campaigns. It tries to make us form a judgment without examining the evidence on which it should be based. Propagandists appeal to our instincts of hate and fear. They do this by giving ‘bad names” to those individuals, groups, nations, races or consumer products that they would like us to condemn or reject. Such names as communist, capitalist, imperialist, pervert, egghead and so on are just a few that have been used to discredit the opposition. Not all name calling is so direct, however. Often it can work by association. Most name calling in advertising uses this indirect approach: “Our painkiller doesn’t give you an upset stomach” - implying that the competition does.
4Glittering Generalities. Glittering generalities are broad, accepted ideas and virtuous words that are used to sell a point of view. Like name calling, glittering generalities urge us to accept and approve something without examination. Such expressions as “The American way”, “It is in public interests” are examples. Words like “America”, “truth”, “freedom”, “honor”, “justice”, “loyalty”, “progress”, “America’s favorite” are all common glittering generalities. (2000)
Упражнение 2. Найдите синонимы:
| 1. connotation | A. meeting |
| 2. undesirable | B. implication |
| 3. convention | C. deny |
| 4. reject | D. accept |
| 5. approve | E. unwanted |
Упражнение 3. Подберите наиболее удачный эквивалент для выделенных слов:
1. There is an important relationship between propaganda techniques and advertising.
a. machines b. method c. computer
2. In the latter, it usually takes the form of a chant that can unite large crowds into one common emotion
a. second b. equal c. first
3. Propagandists appeal to our instincts of hate and fear.
a. terror b. regret c. dislike
4. Like name calling, glittering generalities urge us to accept and approve something without examination
a. examine b. support c. persuade
Упражнение 4 Дайте ответы на следующие вопросы:
1. How does Webster’s dictionary define the word “propaganda”?
2. Why does this word take on an undesirable connotation?
3. What is used extensively both in political speeches and in advertising campaigns?
4. What can unite large crowds into one common emotion?
5. What are the examples of slogans in consumer advertising?
6. What device tries to make us form a judgment without examining the evidence on which it should be based?
7. Is name calling always direct? Give examples.
8. What are glittering generalities?
Упражнение 5
Прочитайте текст, подберите наиболее подходящее окончание предложения:
Testimonial. (свидетельства привлекательных людей) An endorsement of a political candidate by celebrities or other well-respected individuals is called a testimonial. When a movie star endorses some shaving cream, thousands of people may buy it thinking that, if it is good enough for their idol, it is good enough for them.
Testimonial Propaganda: Examples
We can find several famous instances of testimonial propaganda in television commercials as well as in various ads that are showcased through print and online media. Given below are 8 examples of the same.
Example 1: PepsiCo
PepsiCo has used celebrities such as Britney Spears, Beyonce, Michael Jackson, David Beckham, Shakira, and Kanye West, among others, to endorse Pepsi.
Example 2: Puma
Puma pays the World's Fastest Man, Usain Bolt, for lending his name to the famous label and to endorse their running shoes as well as other sports accessories.
Example 3: H&M
A global icon and the heartthrob of women of all ages, David Beckham has lent his name to the clothing multinational brand to endorse the brand's selective and exclusive men's collections.
Example 4: Dior
The exclusive, elegant French fashion house makes use of the stunning Natalie Portman to endorse its Miss Dior label.
Example 7: Chanel
Brad Pitt became the first male face to lend his name to one of the brand's leading products, the Chanel No. 5 perfume.
Example 8: Heineken
The Dutch brewing company had Daniel Craig, as James Bond, lend his name and identity to its beer.
When successfully implemented, testimonial propaganda results in the target audience automatically or subconsciously associating the image and identity of a celebrity or famous personality with a brand/product, which inevitably leads to a boosting of sales as well as the brand's reputation. (1400)
| 1. An endorsement of a political candidate by celebrities or other well-respected individuals | A. the stunning Natalie Portman to endorse its Miss Dior label. |
| 2. PepsiCo has used celebrities such as | B. has lent his name to the clothing multinational brand H&M. |
| 3. Puma pays the World's Fastest Man, | C. is called a testimonial. |
| 4. A global icon and the heartthrob of women of all ages, David Beckham | D. lend his name and identity to the Dutch brewing company. |
| 5. The exclusive, elegant French fashion house makes use of | E. Britney Spears, Beyonce, Michael Jackson, David Beckham, Shakira, and Kanye West. |
| 6. Daniel Craig, as James Bond, | F. Usain Bolt, for lending his name to the famous label and to endorse their running shoes. |
Дата: 2019-07-30, просмотров: 246.