2015-01-30
803
Almost everyone in Britain and North America is exposed daily to continual advertising, in the press, on television and on hoardings. Newspapers, magazines and television companies are dependent on advertising for a great part of their fee income. Glossy magazines and the supplements to Sunday newspapers frequently contain full-page colour advertisements of different kinds, with the product or service often carefully aimed to a particular type of reader (e.g. according to age, social status, profession, sex. etc.) In Britain, about 64 per cent of total advertising expenditure is on advertising in the press and 30 per cent on television advertising.
National newspapers concentrate more on specialized advertising, especially for business and professional people, while local papers frequently have a high proportion of advertisements devoted to the sale of cars and houses. All newspapers have a section called ‘classified ads’ where little advertisements or announcements are listed under various headings. Free newspapers, which are delivered weekly to most homes, have the highest advertising content of all newspapers.
One of the most powerful and pervasive types of advertising is that of television, and slogans used in television commercials often become popular catchphrases. All the independent channels in Britain, ITV, Channel 4 and the satellite stations include commercial intervals in their schedules, both among programs and during them. Similar commercial advertising is carried by the independent radio stations, BBC television and radio (and in the USA, CBC and PBS), however, carry no advertising. Manufacturers often use other methods of promotion to advertise their products. Sometimes they plan to send leaflets with details of a particular product inserted in a magazine or newspaper, or posted to a person's home. Free samples of new products are often also delivered. A firm may (might) telephone people at home to tell them about a new service or brand of product, perhaps with a special ‘introductory offer’ to persuade them to buy. As more of these direct marketing and telephone ‘shots’ are used both in Britain and the USA, many people regard them as a nuisance and ask for their names to be taken off the mailing lists, which are often sold by one company to another. In towns, advertisements are seen on almost every street, both on individual shops and on hoardings and posters. Stores place eye-catching notices in the window to tempt people in, and advertisements are put on buses and taxis, and inside trains on the London Underground.
Many large companies sponsor popular events as well as individual athletes or players, using the opportunity to advertise their name prominently at the sports ground or on the individual's sportswear or equipment, at a football match or a tennis tournament, for example. Tobacco companies frequently use this method.
Advertising on British television is subject to strict regulations. Current/Present/Actual legislation limits advertising to 
minutes an hour between 6.00 and 11.00 pm and advertising breaks may not be inserted in certain kinds of programs, such as school broadcasts. On independent radio, advertising is restricted to a maximum of 9 minutes per hour. Recently changes were made in the law so that some professional groups (that were previously not allowed to advertise their services, may do so. These include solicitors and family doctors in Britain and lawyers in the USA.
In Britain advertising in the press, the cinema and on posters is controlled by the Advertising Standards Authority, which aims to ensure that advertisements are ‘legal, decent, honest and truthful’. The public has the right to complain to the authority for any reason, about an advertisement. The Independent Broadcasting Authority (IBA) is responsible for controlling advertising on television.
1. Найдите в тексте английские эквиваленты для следующих словосочетаний:
подвергаться рекламе, содержать полную страницу цветной рекламы, целевая реклама, концентрироваться на специализированной рекламе, многие рассматривают рекламу как недоразумение, являться спонсором, независимое радио, честная и правдивая реклама.
2. Переведите следующие словосочетания:
Advertisements of different kinds,advertising in press, a high proportion, individual shops, classified ad, the authority for any reason, TV advertising is a subject of strict regulation.
