10. Прочитайте начало текста и определите проблему текста.

A broad meaning of the term «advertisement» reflects its essence as multiform social phenomenon. It can be divided into different types limiting advertising information in some spheres of economic life of any society. In this context we can define such branches of advertising, as trade, policy, science, religion.

Different types of advertising activity have different subjects and objects of advertising influence. The most popular sphere of advertising activity is commerce. So commercial advertising is the object of advertising influence - goods, trade enterprises, facilities. So commercial advertising is a wide spread form of information about consumer features of goods and different prices of goods in accordance to the type of service. Commercial advertising attracts attention of the consumers to goods and services thus increasing peoples’ demand.

Advertising messages differ from any information. They fulfill a function of influence on a person with the aim of convincing this person to purchase the goods and services. The advertising must inform the consumer about the quality characteristics, and contain information on installation and consumption about goods and services. This function of advertisement increases efficiency with the production of goods to meet the requirements of people. So it is impossible to use advertising messages for exaggerating the quality of some goods or give false information about goods. Don’t use negative motivations of people. The advertisement must answer the modern requirements and needs of people. Everybody knows about a great power and role of advertisement in the life of people. First of all it carries special information in artistic form which contains emotional appeal attracting attention of potential buyers to the most important facts about goods and services. Here we have to note that advertisement is always information but you must not mix that any information is not advertisement. Now you must prove why it is so?

11. Напишите краткую аннотацию к тексту.

УРОК 20

Прочитайте и запомните следующие слова.

novelty	новизна
application	применение
commodity class	класс товара
to aspire	стремиться
reminding	напоминающая
sheepskin	овечья шкура
to assure	заверить
to adopt	принятие, утверждение

Прочитайте и переведите текст.

THE PURPOSES OF ADVERTISING

Before making advertising as it has been already spoken we can touch some specific purposes in the field of communication and selling.

Informative advertising. It is the information about a novelty or about new possible applications of already existing goods. Besides it is the information about changes of price and new terms of services. Informative advertising deals with doubt and fear of consumers and serves to the formation of firm’s and brands’ image.

This kind of advertising is basically opened by giving information about goods to the market. When it is necessary it creates primary image. For example manufacturers of leather, oil inform consumers about the main benefits of their products for health, flavour qualities and numerous ways of production.

Exhortative (увещевательная) advertising – is the form of exhortation in the market of goods. This ad discusses quality of different goods made by competitors. It changes consumers’ tastes depending on properties of goods and reflects the quantity of goods. Exhortative advertising gets a special importance at the stage of growth of manufacture when a great problem of formation of selective demand appears. It aspires to show advantages of a certain brand in comparison with other brands of a given commodity class. The advertising of washing-up liquids (for example soap «Safe Guard», a tooth-paste «Blend-a-med») use so-called comparative advertising of main commodity group. Here it is possible to speak about advertising of «Duracell», automobile trunks «Bridge Stone», etc.

Reminding advertising. Reminds consumers that the goods can be useful to them in the nearest future, informs the consumers about where it can be sold and how long the storage period is. For example advertising of sheepskin coats at the end of a summer and the beginning of autumn is a typical reminding advertising.

This version of advertising is extreme important at the stage when the consumer has not got any information about different goods. Advertising campaign of «Pepsi Cola» has a definite purpose to remind people about soft drinks and to inform or convince them to purchase it. As to the costs supporting advertising aspires to assure a potential buyer to make a choice. Frequently stars from posters or from screens are admirers of the product. (D. Malikov in advertising of shampoo «Head and Shoulders» or N. Fomenko in advertising of computers «Vist-1000»).

The field of activity of advertisers is much wider and it includes:

Study consumers, goods or service which should be advertised;

strategic plan of a statement and purposes, service and maintenance of assignments and development of creative approach and plans of using different means of advertising;

adopt different decisions and estimations of the choice of advertising means and development of mass media advertising.

translate announcements;

draw up announcements including texts, prepare a billboard model.

It is important to realize that advertising is multipurpose tool of marketing. It serves many owners to achieve the purpose of promotion goods and services to the market. Retail dealers advertise different goods that were bought or services which will increase sales especially when the prices are «below retail».