Complete the following sentences from the text. Translate them into Russian

(failure; affects; precautions; apply; relations):

1.Announcements can be used for any category of public____advertising.

2. Their primary use is to inform the public promptly about something that____ everyone.

3. Recalling a product, explaining a____of service, or rebutting a charge of irre­sponsibility are appropriate announcements.

4. Sears used announcement advertisements to tell how auto owners could____for

rebates if they believed they were charged too much.

5. Jack-In-The-Box used announcement ads to reassure consumers that it was taking____to make sure its restaurants met new health standards after an out­break of food poisoning at several locations in the Seattle area.

7)Insert prepositions where necessary(of; after; in; about; for; at):

1.Announcements can be used____any category of public relations advertising.

2. Their primary use is to inform the public promptly____something thataffects____everyone.

3. Recalling a product, explaining a failure___service are appropriate announce­ments.

4. Sears used announcement advertisements to tell how auto owners could apply ____rebates.

5. Jack-In-The-Box used announcement ads to reassure consumers that it was taking precautions to make sure its restaurants met new standards____an out­break of food poisoning____several locations____the Seattle area.

Develop in writing the following statement in no more than 50 words.

Announcements can be used for any category of public relations advertising.

Give the main idea of the text in one sentence.

10) Read the advertisement and translate it into Russian using the dictionary:

A Message from the Chairman of JACK IN THE BOX

As you may know, there has recently been an outbreak of food-related illness in the Pacific Northwest. All of us at JACK IN THE BOX extend our prayers for a complete and speedy recovery to everyone who has experienced this illness.

When we first learned of the problem, we immediately recalled all hamburger meat suspected of contamination and we are no longer having hamburger meat processed by our former meat supplier. However, I want to make it clear that no hamburger meat suspected of contamination was ever shipped to the Greater Bay Area, so no one here was ever at risk.

And, in an effort to make absolutely certain this never happens again in any JACK IN THE BOX restaurant, we have increased our hamburger cooking times to levels above both state and federal standards. We have also retrained all food prepa­ration staff to ensure that all new and existing cooking procedures are followed.

At the same time, we have increased our testing procedures on all hamburger meat now being processed so that we will perform seven separate quality control checks before it ever gets into our restaurants.

Again, I want to emphasize that the wholesomeness of the hamburger meat we serve here was never in question. JACK IN THE BOX has been part of this com­munity for many years and we will do everything in our power to keep your com­munity for many years and we will do everything in our power to keep your trust.

Jack Goodall Chairman

JACK IN THE BOX

Though reassuring to consumers in the San Francisco Bay Area, this letter appeared only after Jack-In-The-Box had suffered major damage to its corporate reputation for its handing of the problem in the first place.

Answer the following questions:

1. Is the advertisement effective? Why or why not?

2. Can you cite applicable concepts of persuasion and advertising copy writing?

UNIT 11

THE BASICS OF A PRINT AD

Text A

There are several key elements in a print advertisement. They are headline, text, art­work, and layout.

Headline. Advertising expert John Caples says, "The headline is the most impor­tant element in most ads - and the best headlines appeal to the reader's self-interest or give news".

Headlines should be specific about a benefit, or they can be teasers that arouse interest. Here is a headline about a specific program: "The Phoenix Mutual Insurance Retirement Income Plan". Caples thought this was all right, but he created a headline that sold much more successfully: "To Men Who Want to Quit Work Some Day". This was accompanied with an illustration of a smiling senior citizen fishing in a mountain stream.

Text. The headline is followed by what is known as text or body copy. This is the words that persuade the reader to do something. In general, copy should be limited to only one or two major points. Sentences should be short and punchy. A declarative sentence is much better t ban one thai includes a dependent or an independent clause.

The copy should invoke emotion, provide information of value to the reader, and suggest a way that the reader can act on the information. You might include a toll-free telephone number, an address to write for more information, or a suggestion that peo­ple visit a local dealer.

Artwork. An ad can consist of just a headline and copy, but ads usually have a strong graphic element. This may be a striking photo, a line drawing, or a computer-generated design. Artwork attracts the reader to the ad and breaks up large blocks of type.

Layout. The headline, copy, and graphic elements need to be integrated into an attractive, easy-to-read advertisement. A layout can be a mock-up of the planned ad, or it can be a detailed comprehensive that includes the actual type and artwork that will be used.

□ Vocabulary:

print - печатный

headline - заголовок

artwork - художественноеоформление; рисунок

layout - макетобъявленияпечатнойрекламы

appealto - обращатьсяк, привлекать

self-interest - личнаязаинтересованность

benefit - польза, выгода

teaser - (разг.) рекламное объявление; головоломка «дразнилка» (дразнящее рекламное объявление или заголовок, не сообщающее всей необходимой информации, но содержащее указание на то, что отсутствующие сведения будут лапы в последующих публикациях или на последующих щитах) arouseinterest - вызывать интерес

phoenix - (миф) Феникс; чудо

mutual - взаимный

insurance - страхование; страховая премия

retirement - отставка; выход на пенсию, в отставку

income - доход

create - создавать

quit бросать что-то, уходить

fish - удить, ловить рыбу

astream - ручей

body сору - основной текст

persuade - уговорить к.-л., убедить

major - крупный, важный

sentence - предложение (грамматическое)

punchy - эффективный, энергичный

declarative - декларативный; повествовательное предложение

dependent - подчинительное предложение

independent - самостоятельный, независимый clause - придаточное предложение

involve - взывать к

provide - предоставлять, обеспечивать

value - ценность

suggest - предложить

toll-free - бесплатный (междугородный телефонный разговор)

dealer - дилер; биржевой торговец; торговец;

graphic - графический

striking - поразительный, ошеломляющий

linedrawing - штриховой рисунок

computer-generated design - компьютерныйрисунок

a block of type - блокнабора

breakup - разбивать (на части)

integrateinto - объединять

easy-to-read - легко читаемый; легкий (простой) для прочтения

mock-up - оригинал-макет в натуральную величину

comprehensive - чистый макет (рекламного объявления)

actual - реальный, действительный

Exercises

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

1. печатные рекламные объявления

2.«дразнилки», вызывающие интерес

3. короткие и энергичные предложения

4.предоставлять информацию

5.бесплатный междугородный телефонный разговор

6. основной текст рекламы

7. штриховой рисунок

8. компьютерный рисунок

9. реклама, легкая для прочтения

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

1. the title of a newspaper article, printed in large letters above the article -

2.the way in which writing and pictures are arranged on a page -

3.a strong human feeling such as love, hate, anger -

4. pictures that are made for a book or magazine, or for another product such as a computer program -

5. to produce words, numbers, or pictures on paper or other material, using a machine which puts ink onto the surface -

6. to make a serious public request for help, money, information, etc. -

7. including everything that is necessary -

8. a full-size model of something that is going to be made or built, which shows how it will look -

9.something that gives you advantages or improves your life in some way -

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

benefaction

benefactor

beneficial

beneficiary

to benefit from/by

to have the benefit of

for smb's benefit

to reap benefits

to give smb. the benefit of the doubt

to take the benefit (of the bancruptcy laws)

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

to persuade	to withdraw
punchy	to convince to do
to print	unpaid
detailed	to involve
free	accurate
to include	energetic
to avoid	to publish

5) Match the words having the opposite meaning:

to persuade	brief
punchy	to neglect
to avoid	unenthusiastic
detailed	to meet
free	to discourage
to include	priced

6) Match the words:

to be specific about	a headline
a specific	the reader
to create	clause
a declaration	a benefit
an independent	the reader
to appeal to	sentence
to persuade	program
to attract	the reader

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

1.An ad can consist of just....

2.... is followed by what is known as text or body copy.

3.... need to be integrated into an attractive, easy-to-read advertisement.

4. Headlines should be specific about....

5.The copy should invoke emotion, provide....

6.A layout can be a mock-up of....

8) Insert prepositions(of; on; by; with; to; up):

1.The headline is followed____what is known as text or body copy.

2. The copy should suggest a way that the reader can act____the information.

3. This was accompanied____an illustration of a smiling senior citizen fishing in amountain stream.

4. Artwork attracts the reader____the ad and breaks____large blocks of type.

5.An ad can consist___just a headline and copy.

9) Answer the following questions:

1.What are the key elements in a print advertisement?

2. What kind of headlines are considered to be the best?

3. What should the copy be limited to?

4. What should the copy be aimed at?

5.What graphic elements should be included in an ad?

10) Agree or disagree with the following:

1."Sentences should be short and punchy. A declarative sentence is much better than one that includes a dependent or an independent clause".

2. "The headline is the most important element in most ads."

Give a summary of the text.

12) Render the following item in English:

При разработке графики рекламы следует руководствоваться следующими общепринятыми правилами, выработанными в результате профессиональных исследований и творческого подхода специалистов в области рекламы.

1. Все элементы рекламы - иллюстрация, заголовок, текст, логотип, верстка, шрифт и общий образ - должны создавать единый образ и определять общий эффект рекламы. Суть продукта и его преимущества должны быть видны с первого взгляда. Реклама, создающая единый образ, хорошо запоминается и понятна покупателю.

2. Реклама должна четко и эффективно представлять рекламную идею и донести до покупателя преимущества рекламируемого товара. У покупателя должна возникнуть уверенность в том, что рекламируемый товар разрешит все его проблемы.

3. На рекламу возложена определенная этическая ответственность.

4. Элементы рекламы должны быть расположены близко друг от друга.

5.Для повышения эффективного воздействия рекламы необходимо убрать из нее то, что не относится к основной идее, а лишь отвлекает внимание.

6. Недомолвки и пропуски можно использовать с целью привлечения вни­мания покупателей.

7. Рекламная информация должна быть выражена легко воспринимаемым визуальным и вербальным языком.

Text В

Using an Advertising Agency

Most public relations advertising is prepared and placed by advertising agencies. The agency has people who are experts in all phases of creating the ads and getting them published or broadcast in the chosen media.

If your organization has an advertising department, it is likely to be the prime con­tact with the agency. However, there are some organizations in which the public rela­tions depart [mill is the contact. In either case, the public relations people are identi­fied as the "client", the entity that approves or disapproves the agency's recommenda­tions.

This relationship must be one of enthusiastic cooperation. Agency and client are not adversaries but partners. In general, the public relations role is to determine broad objectives ("what to do") while the agency determines the means ("how to do it").

Advertising agencies do not normally charge anything for their services. Their com­pensation comes from the "agency discount" that is granted by most media. Normally this discount is 15 percent of the cost of the space or time, and it is not granted to advertisers. It works this way: If the space or time costs $1000, the agency bills the advertiser for the sum but remits $850 to the medium. The $150 difference is retained by the agency as pay for preparing the ad.

Agencies do bill clients for the cost of materials purchased for use in preparing the advertising for publication or broadcast.

□ Vocabulary:

place an advertisement - поместитьобъявление

phase - стадия, фаза

create - создавать

broadcast - вещать, передавать по радио

chosen - выбранный

prime - очень важный, основной; первоначальный, первичный, подходящий

ineithercase - в любом (из двух) случаев

dentify - отождествлять, опознавать

entity - зд. самостоятельное (хозяйственное) подразделение

approve - одобрять

adversary - соперник, противник

determine - определять

broad - широкий

objective - цель

means - средство; средства

charge - взимать плату

discount - снижение цен

grant - предоставлять

advertiser - рекламодатель; газета с объявлениями

cost - стоимость

space - место, пространство

billsmb. - выставлять счет кому-либо

remit - пересылать (деньги по почте)

retain - удерживать

Exercises

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

1.рекламные агентства

2. реклама паблик рилейшнз

3. рекламодатель

4. рекламный отдел

5. определить цели

6. определить средства

7. стоимость места и времени

8. стоимость закупленных материалов

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

1.to ask someone a certain amount of money for something you are selling -

2. to send someone a bill -

3. the amount of money that you have to pay in order to buy, do, or produce some­thing -

4. to give someone something that they have asked for, especially official permission to do something -

5. a reduction in the usual price of something -

6. something that exists as a single and complete unit -

7. to buy something -

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

1.free of charge

2. at no extra charge

3. to charge smb. for smth.

4. public relations department

5. enthusiastic cooperation

6.to bill smb. for smth.

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

to purchase	social
public	restitution
to identify	opponent
discount	to buy
adversary	reduction
comprehension	to recognize

5) Match the words having the opposite meaning:

to purchase	increase
public	to sell
to identify	deprivation
discount	to confuse
adversary	private
comprensation	assistant

6)Match the words:

to bill	discount
public	media
to determine	clients
to grant	agency
mass	relations
advertising	objectives

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

1. There are some organizations in which the public relations department....

2. Most public relations advertising is prepared....

3. Advertising agencies do not normally....

4. Agencies do bill clients for....

5. Agency and client are not....

6. ... that is granted by most media.

7.... and getting them published or broadcast in the chosen media. 8.... one of enthusiastic cooperation.

8) Insert prepositions(for; from; by; of; in; to):

1.____general, the public relations role is to determine broad objectives.

2. Most public relations advertising is prepared and placed____advertisingagencies.

3. The agency bills the advertiser___$1000 but remits $850 to themedium.

4. This relationship must be one_____enthusiastic cooperation.

5. Their compensation comes_the "agency discount" that is granted____most media.

G. This discount is not granted____advertisers.

7. The difference is retained by the agency as pay____preparing the ad.