Reading
- Read and translate the text.
Our life is the process of advertising
When we hear someone say that advertising is bad, that it makes people “zombies” by imposing things on them, we are often nod in agreement without thinking over those words. But if we thought a little, we would see that our life is a process of advertising.
In order to have a better concept of what advertising is, let’s look at its definition:
advertising (n.) – the attracting of public attention to a product, service, etc. (New Webster’s Dictionary), advertising (n.) – the business of encouraging people to buy goods… (Longman Dictionary of Contemporary English). You can also use the abbreviation ad when talking
If you look closely at these two definitions, you’ll notice that the first one points at the fact that not only products can be advertised, while the second one links advertising with the process of buying. May be the first one is much more acceptable.
Our life is not just about buying or selling, it’s more about constantly choosing between two or more things, ways, etc. It’s choice that saturates our life and makes advertising necessary thing. It is a choice that makes advertising point out something to be bad or good, useful or useless, successful or not. So advertising is a way of helping people, not to impose things on them. The process of advertising goes in school, at work, in homes, in the society. We just have to see it and accept it as a necessary component of life.
As for the influence of advertising, it can be either positive or negative; but that’s why we, people, were given free will to choose. Perhaps, advertising doesn’t make anyone a zombie or a robot; if it did, we would have a perfect society. A person becomes a zombie only when he stops using his brain and will. And it is the choice of a person and not the imposition of advertising.
Answer these questions
1.What is your attitude towards the process of advertising?
2. Do you buy products, which are advertised? Why?
3. Are these products always of good quality?
4.Read the text about the process of advertising. You will come across two definitions of the term “advertising”. Which one do you prefer? Why? Prove your choice.
Try to guess the meaning of the highlighted words or phrases from the text.
Read the following statements and say whether they are true (T) or false (F). Correct the false statements
| TRUE | FALSE | |
| Advertising is bad, that it makes people “zombies” by imposing things on them | ||
| It’s choice that saturates our life and makes advertising necessary thing. | ||
| Our life is not just about buying or selling | ||
| As for the influence of advertising, it can be negative | ||
| People weren’t given free will to choose |
5. Look at the small ads and answer the questions. Which advert would you reply to if…
a) you were going to move house?
b) you were learning English?
c) you were looking for a boyfriend?
d) you were looking for a summer job?
e) you were organizing a large weeding reception?
f) you were thinking of buying a new car?
g) you were travelling to France soon?
h) you wanted help with the housework?
i) you wanted to rent a flat?
| 1. Attractive, intelligent, interesting, sincere businessman, 35, open mind, easygoing, fun loving, would like to meet caring, loving, warm, nice and intelligent woman for friendship and relationship. Call 31238169. | 6.Kensington. Close to Underground and shops. Medium room $ 100 per week, available now. 83175246. |
| 2. Car share I’m driving London - Paris at the end of this month. Do you want to share petrol expenses and ferry crossing? Call Des 85406927. | 7.Monospace Mitsubishi (Space Runner), 2010, blue, 50000 miles, well maintained, perfect condition. 1st owner, $ 15000. Tel 71645457 |
| 3.English pronunciation courses. Experienced teacher, fully qualified, guaranteed success. 89416630. | 8.Move it! Specialist in small moves. Anywhere, any time, $ ph, no extras. 74884758 |
| 4.Familly with 2 children,6 and 7 years old, in an area, seeks Spanish – speaking student during school holidays. Call after 6 pm: 85739932. | 9.Professional caterers, for all occasions. We offer a wide range of catering services, from basic buffet lunches to silver service wedding parties. For information Tel/Fax 732988687 |
| 5.Filipina lady seeks domestic job, childcare, cleaning, ironing, daily or part – time. Good references. Please call 87516047. |
Writing
1. Match the words and pictures: advertisement, commercial, logo, slogan, junk-mail, cold-calling
.
- Complete the following sentences
a) Advertising – the attracting of public attention to a...
b) A person becomes a zombie only when he stops using…
c) The second one links advertising with the process…
d) So advertising is a way of…
e) The process of advertising goes in school…
f) Advertising doesn’t make anyone…
g) A person becomes a zombie only when he…
h) It is the choice of a person and not the...
- Complete the sentences with words from the boxes.
| Advertisement advertising commercial pitch publicity |
a) Sales staff are trained how to make a ___________and how to size up a prospective customer.
b) On many TV channels, films are interrupted for a ______break every fifteen minutes.
c) The film was successful largely because there was so much advance______________.
d) Britain’s largest __________agency has been taken over by an American company.
e) Did you see that_______in the paper for a job with the secret service?!
| Brand jingle logo slogan |
f) A company will spend huge amounts on designing the right ______________.
g) A well-known ________of trainers can cost more than five times the price of another pair.
h) During elections, most political parties try to come up with a good _______to attract the voters.
i) The_____________caught on very quickly and soon everybody was singing it.
Speaking
- The author of the article says: “Advertising doesn’t make anyone a zombie or a robot; if it did, we would have had a perfect society”. What is your opinion on the point? Prepare a presentation on the problem. try to compare the process of advertising in different countries.
2. Imagine that you work for an advertising firm. Make an advertisement of a product or service your firm offers.
- Find Kazakh/Russian equivalents and express your opinion on the proverbs. Make dialogues, using these expressions:
a) «If at first you don’t succeed, ask yourself why»
b) «Whatever you do, do it thoroughly»
c) «Looking for new ways to do old jobs means progress»
Control tests
1. Найдите правильный вариант This company has forty____
a) employees b) employers c) boss d) students
2. Найдите глагол
a) advertiser b) advertisement c) advert d) advertise
3. Найдите правильный вариант _____ is something which is written or spoken
a) logo b) advertisement c) advert d) slogan
4. Найдите правильный вариант _____ is a design or symbol which companies use to identify their product
a) logo b) advertisement c) advert d) slogan
5. Найдите правильный вариант. Selling a product to another country
a) export b) import c) advert d) advertise
Home assignment: Ex. 4,2C, p.68[2], Ex. 4 a, b,c,s,f Ex.5 p.107 6.12, Vocabulary p.156 [1], In pairs, point and ask and answer about advertisement in your county.
SIW
1. To learn by heart the new words.
2. Imagine that you work for an advertising firm. Make an advertisement of a product or service your firm offers.
Office hours
1. CD “New English File” F.7B (grammar, audio-video, vocabulary).
2. Discusson What is your attitude towards the process of advertising? «Do you buy products, which are advertised? Why? Are these products always of good quality?
GLOSSARY
| English | Russian | Kazakh |
| logo | Эмблема, логотип, фирменный знак | Эмблема, логотип, фирмалық белгі |
| advertisement advert (BrE. an uniformal word) | реклама | жарнама |
| advertising | рекламировать | жарнамалау |
| advertiser | рекламщик | жарнамалаушы |
| slogan | Слоган, рекламная формула | Слоган, жарнамалық формула |
| Junk emails | Электронные письма | Электронды хат |
| Cold-calling | холодное прозванивание (практика звонков или визитов продавца или брокера к потенциальному клиенту без предварительной договоренности, исключительно по инициативе продавца или брокера) | Сатушының немесе брокердің клиенттерге арнайы ескертусіз, келісімсіз телефон шалуы |
| to impose | навязывать | өз пікірін таңу |
| to nod | кивать | бас изеу |
Glossary
Literature:
1. “New English File” Advanced. Student’s book. Oxford University Press, 2010.
2. “New English File” Advanced. Work book. Oxford University Press, 2010.
3. Английский язык для студентов неязыковых вузов. А.С. Андриенко, Ростов- на-Дону, Феникс, 2010
Additional literature:
1. CD “New English File” for upper-intermediate level U-7 B
2. Raymond Murphy. English Grammar in Use. A self-study reference and practice book for intermediate students.
3. Business English. Market Leader. Longman 2009, by David Cotton.
4. Методическая разработка для магистрантов всех специальностей КазГАСА. Адилбаева У.Б. Алматы, КазГАСА, 2012
