Sum up the contents of the text in one sentence.

14) Render the following item in English:

К основным принципам рекламы можно отнести:

Принцип повторения - хорошо запоминается та информация, которая повторяется, многократное повторение сообщения адаптирует к нему психику человека, формирует у него требуемые наклонности к действию.

Принцип непрерывного усилия постепенное наращивание усилий в рекламном сообщении положительно воспринимается людьми. Человеческий сенсорный аппарат противится резким всплескам информации.

Принцип «двойного вызова» - имеется в виду обращение не только к разуму человека, но и к эмоциональной сфере его психики. Чтобы побудить человека к действию, следует обращаться одновременно и к сознанию, и к подсознанию.

Реклама как форма платной и личной коммуникации

Следует иметь в виду, что реклама является платной и личность платель­щика известна. Хорошо это или плохо, но, сталкиваясь с объявлением, мы сра­зу узнаем, кто именно пытается продать нам товар, или услугу. И само собой разумеется, что рекламодатель оплатил время и место, использованные для открытой попытки уговорить нас. (Если учесть, что некоторые ведущие рекла­модатели тратят до 600 млн долл. ежегодно, станет понятнее, насколько серьез­на гонка за ускользающим потребителем.)

TEXT D

Control of the Message

Gatekeepers frequently alter or truncate the news or features they receive. Sometimes the changes do little harm, but occasionally the blue pencil ruins an idea or eliminates an important point. Your communications plan may involve informing the public about subject A before you say anything about subject B, but if a gatekeeper changes the order or eliminates one story, the sequence is destroyed. With advertising, however, you can be sure that your message is reproduced in the exact words you choose and in the sequence you have planned.

Control of Impact

With advertising, you can make your messages as big, frequent, and powerful as you choose. The gatekeeper may think your message is worth a 4-inch space on page 9, butif you think it deserves major treatment, you can buy a whole page. And if you want the idea repeated, you can buy as many ads as the budget permits. The broadcast media present similar problems and opportunities. Your news item or features idea may not be used - or, if used, may be cut to a few words - but your advertisement will be used without alteration.

Control of Timing

If timing is an important factor, advertising can guarantee that your message will be timely. Prompt response to a public issue, a fixed sequence of messages, continuity of communication - all can be maintained through advertising. To the gatekeeper, your message may be just as usable on Tuesday as on Wednesday; but for your purpose, Tuesday may be a day too early or Wednesday a day too late. You can't be sure unless you pay for it. To a magazine editor, May can be as timely as June, but to you, May can be premature. If you want your message presented in June, you can guarantee the date by buying an advertisement.

□ Vocabulary:

alter - менять, изменять alteration - изменение

truncate (thenews) - использовать часть целого (новостей, сообщения), со­кращать

doharm - наносить вред

feature - занимательная статья; занимательный очерк; рубрика (в газете или журнале)

eliminate - уничтожить, разрушить, отменить

sequence - последовательность, порядок

frequent - частый, периодичный

treatment - обращение, обхождение; трактовка, подход

beworth - стоить

ads=advertisements - рекламныеобъявления

item - газетная заметка, статья

deserve - заслуживать

permit - позволять

presentproblems - представлять собой проблемы

cutto - сокращать, урезать до...

timely - своевременный

promptresponseto - быстрый ответ на

issue - проблема, вопрос

fixed - неизменный, установленный, постоянный

continuity - последовательность, непрерывность, преемственность

maintain - поддерживать, сохранять

purpose - цель

unless - если не

editor - редактор

premature - преждевременный

guarantee - гарантировать, обеспечивать

presentamessage - зд. поместить сообщение

Exercises

1) Find the English equivalents in the text. Use them in sentences of your own:

1. изменять или использовать часть сообщения;

2. причинять небольшой вред;

3. последовательность нарушена;

4. так, как Вам это надо;

5. столько объявлений, насколько позволяет бюджет;

6. может быть сокращено до нескольких слов;

7. быстрый ответ на;

8. может быть преждевременным;

9. можнообеспечитьдату, купив.

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

1. the removal or destruction of something -

2. a piece of writing about a subject in a newspaper or a magazine, or a special treat­ment of a subject on television or the radio -

3. a spoken or written piece of information that you send to another person -

4. a plan of how a person or organization will spend the money that is available in a particular period of time, or the money itself -

5. to change, or to make someone or something change -

6. the order that events or actions happen in, or are supposed to happen in -

7. to make it certain that something will happen -

8. to include something as a necessary part or result -

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

1. to alter smth. or smb.

without alteration

to make alterations

2. to leave a message for smb.

to take a message for smb.

to send a message to smb.

to get the message

a messenger

a bike-messenger

to blame the messenger

3. frequent

a frequent visitor

to frequent (usually passive)

The hotel is frequented by...

frequently

frequency

4. means of communication

communication skills

to be in communication with smb.

a communications plan

a communications satellite

4) Translate the following sentences into Russian:

1. Gatekeepers frequently alter or truncate the news or features they receive.

2. With advertising, you can make your messages as big, frequent and powerful as you choose.

3. If you want the idea repeated, you can buy as many ads as the budget permits.

4. If timing is an important factor, advertising can guarantee that your message will be timely.

5. You can't be sure unless you pay for it.

5) Match the words which are close in the meaning:

frequently	to remove
to alter	to be worthy of
harm	alike
occasionally	to submit
to eliminate	appropriate
to deserve	regularly
to guarantee	from time to time
similar	to secure
timely	wrong
to present	to change

6) Match the words having the opposite meaning:

prompt	overdue
powerful	to refuse
to maintain	incorrect
to involve	impotent
harm	to exclude
major	mess
premature	insignificant
to permit	to neglect
order	tardy
exact	good

7) Make up 5 questions to the text, beginning with:

why; what; where; how; when.

8) Insert prepositions where necessary(to; in; by; without):

1. You can be sure that your message is reproduced_____the exact words youchoose and_____the sequence you have planned.

2. Your item news may be cut______a few words.

3. The broadcast media present______similar problems and opportunities

4. Your news item or feature idea may or may not be used - but your advertisement will be used_____alteration.

5. If you want your message presented in June, you can guarantee the date_____buying an advertisement.

9) Complete the sentences from the text with the following words(gatekeeper; message; eliminates; guarantee; ads; present):

1. ...occasionally the blue pencil ruins an idea or_______an important point.

2. If a__________changes the order or eliminates one story, the sequence isdestroyed.

3. If you think your_______deserves major treatment, you can buy a whole page.

4. If you want the idea repeated, you can buy as many______as the budgetpermits.

5. The broadcast media____________similar problems and opportunities.

6. If timing is an important factor, advertising can_________that your message willbe timely.