Sum up the contents of the text in one or two sentences.

13) Render the following item in English:

Функции рекламы

1. Маркетинговая (продвижение товара к потребителю).

2. Информационная (информирует потребителей о товарах).

3. Экономическая (стимулирует продажу).

4. Образовательная (ускоряет темпы научно-технического прогресса).

5. Социальная ( аппелирует к общечеловеческим ценностям: сохранению окру­жающей среды, здоровью, заботе о ближних и т.п.).

6. Политическая.

Общие требования к рекламе

1. Реклама должна быть распознаваема без специальных знаний или без применения технических средств.

2. Реклама на территории Российской Федерации распространяется на рус­ском языке и по усмотрению рекламодателей дополнительно на государ­ственных языках республик и родных языках народов Российской Федерации.

3. Не допускается реклама товаров, запрещенных к производству и реали­зации.

4. Реклама о самом рекламодателе, не имеющем специального разрешения (лицензии) на деятельность, не допускается.

5. Реклама товаров, подлежащих обязательной сертификации, должна сопро­вождаться пометкой «подлежит обязательной сертификации».

6. Использование в рекламе объектов интеллектуальной собственности до­пускается в порядке, предусмотренном законодательством.

7. Реклама не должна побуждать граждан к насилию, агрессии, возбуждать панику, а также побуждать к опасным действиям.

8. Реклама не должна побуждать к действиям, нарушающим природоохранное законодательство.

Text В

The American National Advertisers and Publishers Information Bureau suggests several characteristics that distinguish public relations advertising. The following list uses the word "company", but the concept is applicable to any organization, including nonprofit, voluntary, and trade groups.

1. It must educate or inform the public regarding the company's policies, functions, facilities, objectives, ideals, and standards.

2. It must create a climate of favorable opinion about the company by stressing the competence of the company's management, accumulated scientific knowledge, manu­facturing skills, technological progress, and contribution to social advancement and public welfare.

3. It must build up the investment qualities of the company's securities or improve the financial structure of the company.

4. It must sell the company as a good place in which to work, often in a way designed to appeal to graduates or people with certain skills.

□ Notes:

The American National Advertisers and Publishers Information Bureau - Бюроинфор­мацииамериканскихнациональныхрекламодателейииздателей.

□ Vocabulary:

distinguish - отличать, различать concept - понятие, идея

applicable - применимый

nonprofit - некоммерческий, нерентабельный, общественный

voluntary - добровольный

trade - торговый, коммерческий

regarding - относительно, касательно

facilities - условия, удобства, средства обслуживания

objectives - цели

create - создавать

favorableopinion - благоприятное мнение

stress - подчеркивать, выделять

competence - компетентность

manufacturingskills - навыкипроизводства

contribution to - вкладв

social advancement - социальныйпрогресс

publicwelfare - благосостояниеобщества

buildup - создавать, повышать, наращивать

securities - ценныебумаги

improve - улучшать

appealto - привлекать, нравиться к.-л., импонировать

graduate - выпускник

Exercises

1) Find the English equivalents in the text:

1. это понятие применимо к

2. информировать общественность, принимая во внимание политику фирмы

3. создать климат благоприятного мнения о фирме

4. вклад в социальный прогресс и благосостояние населения

5. улучшатьфинансовуюструктуруфирмы

2) Find the terms in the text which describe or mean the following:

1. an idea of how something is, or how something should be done -

2. done willingly, without being forced or without being paid -

3. something that you are working hard to achieve -

4. to recognize or understand the difference between two similar things, people, etc -

5. something that you give or do in order to help something to be successful -

6. condition of having good health, comfortable living and working conditions, happiness, etc. -

7. views of the public in general -

3) Translate the following words and word-combinations into Russian and use them in sentences of your own:

1. voluntary organizations', trade organizations; non-governmental organizations; non-profit organizations

2. company's policies, functions, facilities, objectives, ideals, and standards

3. build up the investment qualities of the company's securities

4. designed to appeal to graduates

5. to invest one's money (in stocks, in bonds, in land); the stock is a good investment;

investment bank;

short-term / long- term investment;

investment qualities;

investor

6. to sell (dear, cheap; at a loss; well, badly; off, out)

sale of services/goods;

goods on sale; cash sale;

winter/summer sale

4) Match the words having the opposite meaning:

national	to damage
to improve	to spend
voluntary	negative
favorable	poverty
to accumulate	global
welfare	forcible
to create	to worsen

5) Make up sentences with the following word-combinations and translate them:

1. to suggest several characteristics

2. accumulated scientific knowledge

3. contribution to social advancement

4. to build up the investment qualities of the company's securities

5. designed to appeal to graduates or people with certain skills.

6. to improve the financial structure of the company.

6) Complete the sentences with the following words(place; regarding, distinguish; favorable; applicable):

1. The concept is_________to any organization.

2. Public relations advertising must sell the company as a good________in whichto work.

3. It must create a climate of______opinion about the company.

4. It must educate the public__________the company's policy, functions, facilities,objectives, ideals, and standards.

5. The Bureau suggests several characteristics that ________public relationsadvertising.

7) Complete the following sentences from the text and translate them into Russian:

1. The American National Advertisers and Publishers Information Bureau sug­gests..............

2. It must educate or inform the public regarding.............

3. It must build up the investment qualities...............

4. It must sell the company as a good place...............

8) Insert prepositions where necessary(of; by; with; in; up; about; to; -):

1. It must build______the investment qualities_______the company's securities.

2. It must create a climate__________favorable opinion_________the company

_________stressing________the competence_________the company's management.

3. It must sell the company as a good place________which to work, often__________

a way designed to appeal_________graduates or people________certain skills.

9)Answer the following questions:

1. What are the characteristics distinguishing public relations advertising?

2. What's your opinion on them?

3. Can you add any other ideas?