1.8. Do Advertisers Sometimes Distort the Truth?

DO ADVERTISEMENTS SOMETIMES DISTORT THE TRUTH?

The short answer is yes, some do. Every week many hundreds of thousands advertisements appear for the first time.

Nearly all of them play fair with the people they are addressed to A handful do not. They don't quite tell the truth about the products they are advertising. As the Advertising Standard Authority (ASA) said: “ it is our job to make sure these ads are identified and stopped”.

WHAT MAKES AN ADVERTISEMENT MISLEADING? If a training course had turned a 7- stone weakling into Mr. Universe the fact could be advertised because it can be proved. But a promise to build you into a 15-stone man would make us step in because the promise could not always be kept. If a brochure advertised a hotel as being a 5-minute walk from the beach, it should not require an Olympic athlete to do it in the time.

HOW DO WE JUDGE THE ADS WE LOOK AT? The 500 rules of the British Code of Advertising Practice give advertisers practical help on what they can and cannot say. The rules also help media owners to judge if an advertisement offered to them is acceptable. The Code applies to magazines, newspapers, cinema commercials, brochures, leaflets, posters and commercials on video tapes The ASA is not responsible for TV and radio advertising.

Vocabulary:

stone	= 14 фунтов=6, 34 кг
weakling	Слабый человек
step in	Вмешиваться

Глава II. Advertising Slogans and Trademarks

2.1. Advertising Slogans

You'll need to watch a small amount of television (or flick through some magazines) to do this homework!

There are lots of adverts on TV and in magazines.

Companies fight for your attention in an effort to sell you their products. What adverts can you remember seeing recently on TV? Sometimes the most memorable adverts are the ones where something funny happens in them or the ones that have a catchy theme tune. Often, though you remember the products featured in the advert because of the phrase used at the end of the advert. "Only ... have the answer is an example of an advertising slogan.

F or your homework I would like you to make a collection of advertising slogans. You could ask members of your family about any they can remember. You could build up collection from using adverts on TV or in magazines. Bring your collection of slogans.

2.2. Kinds of Slogans

Task 1. Read the material and analyze the adverts from the Appendices.

Слоган - второе имя продукта. Русскому термину «слоган» соответствуют три англоязычных понятия, отражающие разные ипостаси слогана. «Tagline», до­словно - «строчка-бирка», подразумевает неразрывную связь слогана и имени продукта. Приклеившись к названию намерт­во, на манер этикетки, слоган сопровождает его повсюду, сра­стается с ним пожизненно или как минимум на длительное время. «Copyline», буквально - «строка, завершающая рек­ламный текст», помещает слоган в креативный контекст, отво­дя ему роль решающей фразы, лаконичного завершения клю­чевой идеи. Синонимичный термин «endline», дословно - «фи­нальная строка», подчеркивает кульминационное значение слогана в логической структуре кампании: «Слоган - и этим все сказано. Занавес».

Task 2. Analise the adverts on CD, the commercials on CD and find your own examples.