Advertising and its History

To advertise means to tell people publicly about a product or service in order to persuade them to buy it. Advertising – the techniques and practices used to bring products, services or opinions to public notice for the purpose of persuading the public to respond in a certain way toward what is advertised. Most advertising involves promoting a good that is for sale, but similar methods are used to encourage people to drive safely, to support various charities, or to vote for political candidates. In many countries advertising is the most important source of income for the media through which it is conducted. The media are all the organizations, such as television, radio, and newspapers, that provide information for the public. In the ancient and medieval world such advertising that existed was conducted by word of mouth. The first step toward modern advertising came with the development of printing in the 15-th and 16-th centuries. In the 17-th century weekly newspapers in London began to carry advertisements, and by 18-th century such advertising was flourishing. The great expansion of business in the 19-th century was accompanied by the growth of an advertising industry; it was that century, primarily in the United States, that saw the establishment of advertising agencies.

1.2 Соедините слова с их русскими эквивалентами. Перепишите варианты, выбранные вами.

1. Techniques a) главным образом

2. Persuade b)благотворительные дела

3. Respond c)процветать

4. charities d)средства массовой информации

5. media e) технические приёмы

6. by word of mouth f) убедить

7. flourish g)устно

8. primarily h)реагировать

1.3 Переведите следующие словосочетания на английский язык и перепишите их.

С целью убедить публику, убеждать людей водить автомобиль осторожно, поддерживать различные благотворительные дела, основной источник доходов для средств массовой информации, сопровождалось ростом рекламной индустрии, рекламные агентства.

1.4 Перепишите вопросы и письменно ответьте на них.

1. What is meant by the term “ advertising”?

2. Where is advertising used?

3. How was advertising in the ancient and medieval world conducted?

4. What was the first step to modern advertising?

5. Who began to carry advertisements in London in the 17-th century.