В65 Seducing the masses: an introduction to advertising world : учеб. пособие/
авт.-сост. <...> Н., 2013
© Иркутский государственный
лингвистический университет,
2013
2
Part 1
SEDUCING THE MASSES:
ANALYSES OF ADVERTISING LANGUAGE
Contents
Module 1 Introduction to the world of advertising
Key vocabulary. <...> Derivatives
The Power of advertising
Module 2 Big Business: brand management
Key idea in advertising. <...> Product Policy
Products & Brands
Surplus Society
Brands Names
The two famous brands: Starbucks coffee vs Apple Macintosh
Some other brand names & their policies in the supplement
1
Module 3 Globalization
Logomania
Module 4 . <...> Defining marketing
The centrality of marketing
Market research
Marketing mix
Marketing brands
Market strategies
1. <...> Promotional Tools
Promoting a new project
Promotional strategies
Developing a new product
2. <...> International advertising: cultural issues
Supplement 1
Brand names & their policies policies
Apple, Nike, Brats vs Barbie, YouTube, Google, Vespa,
Harley Davidson, Ikea, Wiki
3
Module 1 1
Introduction to the world of
advertising
1. <...> Which famous names can
you think of for these products?
clothes and sportswear accessories…………. (bags, shoes, etc.) ……………
cars and motorbikes …………………..
perfume and cosmetics ……………
B) Check the meaning of the phrases in bold. <...> Compare answers.
a "A lot of people in my country want to own these designer goods.
b ''Most people in my country can't afford designer labels."
с ''Sometimes I save up for something really special.'
d "People only want these products because of all the advertising."
e "Products with a famous name are better quality and last longer,
f "products like this are a waste of money - you just pay for the label. <...> Cheaper things are
often just as good,
g "People look better in designer clothes than in cheaper ones."
h "it worries me that people spend so much money on these things, and that they care so
much about possessions. <...> C) You will hear the people on the left giving their opinions
about these things. <...> Are
they for or against designer goods, or do they <...>
Seducing_the_masses_an_introduction_to_advertising_world.pdf
А.Н. Войткова
SEDUCING THE MASSES:
ANALYSES OF ADVERTISING
LANGUAGE
Compiled by Voitkova
Иркутск 2013
1
Student
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ББК 81.43.1 – 923
В 65
Печатается по решению редакционно-издательского совета Иркутского
государственного лингвистического университета
Рецензенты: канд. пед. наук, доцент кафедры рекламы и связей
с общественностью ИГЛУ
Ю.С. Заграйская;
канд. филол. наук, доцент кафедры иностранных языков
для спец.целей ИГЛУ Н.В. Елашкина
Войткова, А.Н.
В65 Seducing the masses: an introduction to advertising world : учеб. пособие/
авт.-сост. А.Н. Войткова. – Иркутск: ИГЛУ, 2013. – 58 с.
Учебное пособие содержит обширный аутентичный практический текстовой и
аудиальный материал по актуальным проблемам рекламной деятельности и направлено на
формирование профессиональной дискурсивной иноязычной компетенции.
Предназначено для студентов среднего (среднепродвинутого) уровня, обучающихся
в вузах с расширенной сеткой преподавания английского языка, а также для студентов 24
курса лингвистического университета неязыковой направления «Реклама и связи с
общественностью».
ББК 81.43.1 – 923
© авт.-сост. Войткова А.Н., 2013
© Иркутский государственный
лингвистический университет,
2013
2
Стр.2
Part 1
SEDUCING THE MASSES:
ANALYSES OF ADVERTISING LANGUAGE
Contents
Module 1 Introduction to the world of advertising
Key vocabulary. Derivatives
The Power of advertising
Module 2 Big Business: brand management
Key idea in advertising. Will Anyone Notice the shoes?
Product Policy
Products & Brands
Surplus Society
Brands Names
The two famous brands: Starbucks coffee vs Apple Macintosh
Some other brand names & their policies in the supplement
1
Module 3 Globalization
Logomania
Module 4 . Marketing: seducing the masses
Marketing Basics
What is Marketing?
1. Promotional Tools
Defining marketing
The centrality of marketing
Market research
Marketing mix
Marketing brands
Market strategies
2. Pan-European advertising
3. International advertising: cultural issues
Promoting a new project
Promotional strategies
Developing a new product
Supplement 1
Brand names & their policies policies
Apple, Nike, Brats vs Barbie, YouTube, Google, Vespa,
Harley Davidson, Ikea, Wiki
3
Стр.3
Module 1 1
Introduction to the world of
advertising
1. A) Listening. Designer goods. What are
'designer goods'? Which famous names can
you think of for these products?
clothes and sportswear accessories…………. (bags, shoes, etc.) ……………
cars and motorbikes …………………..
perfume and cosmetics ……………
B) Check the meaning of the phrases in bold. Which
statements do you agree with? Compare answers.
a "A lot of people in my country want to own these designer goods.
b ''Most people in my country can't afford designer labels."
с ''Sometimes I save up for something really special.'
d "People only want these products because of all the advertising."
e "Products with a famous name are better quality and last longer,
f "products like this are a waste of money - you just pay for the label. Cheaper things are
often just as good,
g "People look better in designer clothes than in cheaper ones."
h "it worries me that people spend so much money on these things, and that they care so
much about possessions.
C) You will hear the people on the left giving their opinions
about these things. What do you think they will say? Are
they for or against designer goods, or do they have mixed
feelings? (Listening 1.1.)
Valerie, 71 a grandmother
Nicola, 40 her
daughter
4
Rory, 15 Nicola's son
Стр.4
D) Listen again, and mark these statements true (T) or false
(F)
a. Valerie has always spent a lot of money on clothes.
b. She always prefers designer products.
c. Nicola is worried about how much money people spend on these things.
d. She thinks cheaper products are usually just as good.
e. Rory thinks people who are obsessed with designer clothes ore stupid.
f. He thinks all trainers and jeans are cool, and look good.
Exercises taken from New Headway Pre-Intermediate, 2004
2.1. a) Brainstorming. Which things generally come under
the heading of “advertising”?
Discuss your ideas in class
b) What is an advertising &
advertisement? Based on the
ideas mentioned in class think
over the definition of what their
concepts are.
2.2. Key Vocabulary
*advertisement -
1) a notice or announcement in a public medium promoting a product,
service, or event or publicizing a job vacancy;
# advertisements for alcoholic drinks
# We received only two replies to our advertisement
2) (advertisement for informal ) a person or thing regarded as a means of
recommending something; # unhappy clients are not a good advertisement for
the company
Origin: late Middle English (denoting a statement calling attention to something):
from Old French advertissement, from the verb advertir (see advertise ‘turn
toward’)
*advertising - the activity or profession of producing advertisements for
commercial products or services (Oxford American Dictionary)
1) the act of making a company, a product or a service
known to the public; the notices, pictures & short films that a
company uses to tell people about itself & its products:
5
Advertising
Стр.5