Forms of advertising

Advertising is used to create consumer’s interest to a product and to increase the sales of that product. It may be described as:

1 descriptive advertising;

2 persuasive advertising;

3 both descriptive and persuasive advertising together.

Descriptive advertising

This type of advertising gives the most important facts about the product. It is the cheapest form of advertising and is used by small traders through local papers. It will usually say:

1 what the product is;

2 how much it will cost;

3 where it may be obtained.

Example: 1972 Ford Escort £500. Telephone; London 1234.

Persuasive advertising

This type of advertising tries to persuade people that the product which is being advertised has a special quality or usefulness which makes it much better than other similar products. It is used a lot in television advertising where consumers are persuaded to think that if they buy that product they will become very popular or very happy. This is a psychological approach when advertisers persuade people to buy the product. The method uses a so called 'association of ideas'. Brand names such as Guinness and Oxo are used in persuasive advertising.

Example: 1983 Ford Capri £2000 – good condition - low mileage, high speed, first see then buy this attractive car. You have a good taste when choosing our car!

1. Ответьте на следующие вопросы к тексту:

1) What is advertising?

2) Why do we say that advertising is a sophisticated form of communication?

3) How did a shopkeeper make advertising products in old times?

4) Is our everyday life reflected in the ads? Prove it?

5) Does mass production require mass consumption?

6) What are the main forms of advertising?

7) What are the main features of descriptive advertising?

2. Найдите в тексте английские эквиваленты для следующих слов и выражений.

Искушенный разговор, думать о рекламе весь день, возможная цена товара, как звенья цепочки, промышленный, современный мир, знаки, значок гостиницы, красный щит с белыми полосками, большое количество товаров, становятся известными благодаря рекламе, доказательство эффективности рекламы.

3. Подберите русские эквиваленты для следующих слов и выражений:

Marketing tools, distributing goods, comprises different stages, depends on the other, convey goods, unknown customers, collapse, it requires advertising, mass marketing, descriptive advertising, persuasive advertising, association of ideas.

4. Закончите следующие предложения:

1) Advertising may work with different…

2) Advertising is very important because it is a link in…

3) Early forms of advertising were…

4) The need for advertising … with the expansion of population.

5) Advertising is used to create … and to increase the products’ sales.

6) There are … forms of advertising.

7) Descriptive advertising gives … about the products or services.

5. Составьте краткий пересказ текста, используя данные слова и выражения:

to start the advertising (начните рекламу), to make smb know about the product (заставить кого-либо узнать о продукте), to be of utmost importance to smb (представлять высшую важность), to give an advertisement (дать рекламное объявление), by way of introduction (в качестве вступления), element for memory (элемент для запоминания), advertising is a reflection (реклама – отражение), early forms of advertising (ранние формы рекламы), some old signs have survived until today (некоторые старые знаки дожили до наших дней), modern world depends on (современный мир зависит от), it says (реклама говорит), the information may be obtained (информация может быть получена).

6. Измените предложения по образцу, обращая внимание на изменение окончания у глаголов в 3-м лице единственного числа:

I want to achieve good results.

He wants to achieve good results.

1) I deny his type of conveying goods.

2) I consider his theory to be true.

3) I reject his plan.

4) We make testing at our firm.

5) They compare the influence of advert.

6) The men read much about marketing.

7. Измените следующие предложения по образцу, используя оборот «to be going to»: I want to read a paper – I am going to read a paper.

1) I plan to watch TV today.

2) He wants to use new analysis.