Advertising

I. Read and translate the text.

Advertising (or advertizing) is a form of marketing communication used to persuade an audience to take or continue some action, usually with respect to a commercial offering, or political or ideological support. In Latin, ad vertere means " to turn toward".

The distinction between advertising and PR is more easily made: advertising involves paying a medium (TV, radio, newspaper or magazine, for example) for airtime or column inches in which to put across a promotional message. The content of an ad is always controlled by the advertiser, unlike the content of editorial pages or programmes, which are controlled by journalists. Public relations practitioners try to persuade journalists to cover their products and services on the grounds of newsworthiness. An ad doesn’t have to satisfy any news value – it just has to be legal and paid for. The Institute of Practitioners in Advertising defines advertising as follows: Advertising presents the most persuasive possible selling message to the right prospects for the product or service at the lowest possible cost. Here, the phrase ‘selling message’ distinguishes the two disciplines – PR aims not to increase sales, but to increase understanding. Sometimes, of course, understanding a product or service improves sales, but PR does not claim a direct causal link. However, there are grey areas: corporate advertising is where an organisation purchases space in a paper, magazine or broadcast programme to put across a general message about itself, not its products. This message might extol its efforts to be green or socially responsible, or it might put the management view in an industrial dispute or takeover. The content of the message is likely to be PR-driven, related to the corporate strategic aims of the organisation rather than product support. Another grey area is the advertorial, where the space is bought, just like an ad, but is filled

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with a text and images very similar to the surrounding editorial. This is increasingly common in magazines and, although the word ‘advertorial’ is usually clear at the top of the page, it’s in small print and the casual reader may well believe they are reading another article about, say, skincare products. As a result they may believe the text reflects the impartial view of the magazine rather than the more interested view of an advertiser. The strength of advertorials over advertisements is that their style and format give greater credibility to the products they are advertising, by explaining them in apparently objective terms through a third party, the journalist.

NOTE

an ad = an advertisement (a public promotion of some product or service)

II. Read and memorize the following words:

advertising – рекламирование, реклама

advertorial - объявление

airtime - эфирное время

causal – случайный, непреднамеренный

column – столбец

credibility – достоверность, правдоподобие

dispute – диспут, спор

distinction – различие

distinguish v.- выделить; различать

editorial – редакционный, редакторский

extol v.- превозносить

impartial - беспристрастный

legal - правовой

newsworthiness - новостная ценность

persuade v.- убеждать, склонить

persuasive - убедительный

practitioner - практик

promotional – рекламный

prospect – перспектива, планы на будущее

satisfy v.- удовлетворять

support - поддержка

takeover – захват, переворот; вступление во владение

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The Institute of Practitioners in Advertising – институт практиков в области

рекламы

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