Use the following words and expressions in your own sentences: Sophisticated, tools, interruptive, ad frequency, the after-market, eventual sale, packaging, pricing, distribution, inn sing 2. <...> What are the specifi c features of advertising? 3. <...> Advertising must be interruptive — that is, it must make you stop thumbing through the newspaper or thinking about your day long enough to read or hear the ad. <...> It comprises all the stages between creation of the product and the after-market which follows the eventual sale. <...> The need for advertising developed with the expansion of population and the growth of towns with their shops and large stores; mass production in factories; roads and railways to convey goods; and popular newspapers in which to advertise. <...> Without it, producers and distributors would be unable to sell, buyers would not know about and continue to remember products or services, and the modern industrial world would collapse. <...> Naming and branding may be initiated by the advertising department or agency, and clearly plays an important role in advertisement design. <...> It is itself a form of advertising, especially at the point-of-sale, as in a supermarket when the package often has to identify the product and literally sell it off the shelf. <...> Distribution involves trade advertising such as by direct mail, in the trade press and at exhibitions. <...> Corporate and fi nancial public relations often use institutional advertising in the business press. <...> 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, and it is hoped by the advertiser that people will be persuaded to buy the product. <...> Advertising media Newspapers There are both national newspapers and local newspapers. <...> A page in a national newspaper may cost many thousands of pounds for one day. 8 This is because national newspapers have very large circulations (they are read by a lot of people). <...> Television advertising in Great Britain is controlled by the Television Act 1954. <...> If the advertisement is shown at a time when relatively few people are watching, then it will be cheaper. <...> The cost of the advertisement <...>
Тексты_для_дополнительного_чтения_на_английском_языке_для_студентов_направления_Экономика.pdf
ББК 81.2 я73
Ч 48
Р е ц е н з е н т ы:
старший преподаватель английского языка
кафедры гуманитарных и социальных наук
филиала «Протвино» университета «Дубна»
М. Н. Чермных
кандидат философских наук,
доцент кафедры экономики
филиала «Протвино» университета «Дубна»
С. К. Становкин
Черкасова, Е. Э.
Ч 48
Тексты для дополнительного чтения на английском языке
для студентов направления «Экономика»: методическое
пособие. — М.: Прометей, 2014. — 59(1) с.
ISBN 978-5-7042-2533-1
Данное пособие состоит из 17 разделов (Unit), включающих
в себя тексты и упражнения к ним: упражнения составлены на
основе терминологической лексики.
Пособие предназначено для студентов, обучающихся по
направлению «Экономика».
ББК 81.2 я73
ISBN 978-5-7042-2533-1
© Черкасова Е.Э., 2014
© Издательство «Прометей», 2014.
Стр.2
СОДЕРЖАНИЕ
Unit 1. Advertising. History of Advertising . . . . . . . . . . . . . . . . . . . . . . . . . .4
Unit 2. Types of Advertising . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . .8
Unit 3. Consumer advertising. Industrial advertising . . . . . . . . . . . . . . . . . .12
Unit 4. Trade advertising . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . .15
Unit 5. Retail advertising. Financial advertising . . . . . . . . . . . . . . . . . . . . .17
Unit 6. Advertising Information. History of Online Advertising . . . . . . . . .21
Unit 7. Types of Internet Marketing . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . .24
Unit 8. Online advertisement as Digital Promotions
for Television . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . .27
Unit 9. Direct Mail and Direct Response . . . . . . . . . . . . . . . . . . . . . . . . . . .29
Unit 10. Hyper-commercialism and the commercial tidal wave . . . . . . . . .34
Unit 11. Advertising and constitutional rights . . . . . . . . . . . . . . . . . . . . . . .37
Unit 12. The price of attention and hidden costs . . . . . . . . . . . . . . . . . . . . .39
Unit 13. The commercialization of culture and sports . . . . . . . . . . . . . . . . .41
Unit 14. Occupation and commercialization of public space . . . . . . . . . . . .43
Unit 15. Socio-cultural aspects: sexism, discrimination
and stereotyping . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . .45
Unit 16. Children and adolescents as target groups . . . . . . . . . . . . . . . . . . .48
Unit 17. Opposition and campaigns against advertising . . . . . . . . . . . . . . . .50
Дополнительные задания . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . .54
Библиографический список . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . .59
3
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