Celebrity Branding

This type of advertising focuses upon using celebrity power, fame, money, popularity to gain recognition for their products and promote specific stores or

products. Advertisers often advertise their products, for example, when celebrities share their favorite products or wear clothes by specific brands or designers.

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Celebrities are often involved in advertising campaigns such as television or print adverts to advertise specific or general products. The use of celebrities to endorse a brand can have its downsides, however; one mistake by a celebrity can be detrimental to the public relations of a brand. For example, following his performance of eight gold medals at the 2008 Olympic Games in Beijing, China,

swimmer Michael Phelps' contract with Kelloggs was terminated, as Kellogg's did not want to associate with him after he was photographed smoking marijuana. Celebrities such as Britney Spears have advertised for multiple products

including Pepsi, Candies from Kohl's, Twister, and Toyota.

II. Imagine you are a clerk of a company. Advertise your product.

III. What different methods of advertising do you know? Which do you think is the most effective?

TEXT 4

LOBBY

I. Read and translate the text.

Lobbying (also lobby) is the act of attempting to influence decisions made by officials in the government, most often legislators or members of regulatory agencies. Lobbying is done by many types of people, associations and organized groups, including individuals in the private sector, corporations, fellow legislators or government officials, or interest groups.

Lobbyists may be among a legislator's constituencies, meaning a voter or block of voters within his or her electoral district, or not; they may engage in lobbying as a business, or not. Professional lobbyists are people whose business is trying to influence legislation on behalf of a group or individual who hires them. Individuals and nonprofit organizations can also lobby as an act of volunteering or as a small part of their normal job. Governments often define and regulate organized group lobbying that has become influential.

This system is a very important resource that governments use – and it could be argued abuse – for keeping control of information flows to the media and hence to the general public. It is also clear, despite claims to the contrary by those who have utilised it, that it is a unique system within Western democracies. This does not mean that other governments do not attempt to manage information – of course they do – but it is normal practice to appoint a party political spokesperson who openly represents the government position and is attributable.

The ethics and morality of lobbying are dual-edged. Lobbying is often spoken of with contempt when the implication is that people with inordinate socioeconomic power are corrupting the law (twisting it away from fairness) in order to serve their own interests. When people who have a duty to act on behalf of others, such as elected officials with a duty to serve their constituents' interests or

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more broadly the public good, stand to benefit by shaping the law to serve the interests of some private parties a conflict of interest exists. Many critiques of lobbying point to the potential for conflicts of interest to lead to agent misdirection or the intentional failure of an agent with a duty to serve an employer, client, or constituent to perform those duties. The failure of government officials to serve the

public interest as a consequence of lobbying by special interests who provide benefits to the official is an example of agent misdirection.

In contrast, another side of lobbying is making sure that others' interests are critique defended against others' corruption, or even simply making sure that minority interests are fairly defended against mere tyranny of the majority. For example, a medical association may lobby a legislature about increasing the restrictions in smoking prevention laws, and tobacco companies lobby to reduce them: the first regarding smoking as injurious to health and the second arguing it is part of the freedom of choice.

All the national newspapers and television and radio broadcasters are represented in the Lobby. Clearly the Lobby works well for the media, in the sense that it is relatively easy to obtain a news ‘story’ in time for the eveningnews or the morning editions. It also works well for the government of the day by providing a system of information management which allows it to control and structure the media’s political news agendas.

II. Read and memorize the following words:

abuse – злоупотребление

attempt v. – пытаться, предпринимать

be dual-edged – перен. быть обоюдоострым

claim – иск, претензия

contempt - презрение

constituency – избирательный округ, электорат

defend v. – отстаивать, поддерживать (мнение)

define v. – определять

engage v. – заниматься

fairly – справедливо

injurious - вредный

legislator – законодатель

legislature - законодательная власть

lobby v. – ам. пытаться воздействовать на членов парламента в пользу

того или иного законопроекта

mere - простой

on behalf of – от имени

prevention - предотвращение

volunteering – добровольчество, волонтёрство

voter – избиратель

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