Vocabulary exercises. I. Choose the proper verb form and translate the sentences.

I. Choose the proper verb form and translate the sentences.

1. Media enterprises …. their services in form of content like information and entertainment, as well as in form of advertising space. 2. Internationally, the largest (" big four") advertising conglomerates …. Interpublic, Omnicom, Publicis, and WPP. 3. There is no intention ….. the reader into confusing the advertising

message with a news or feature report. 4. Advertising …. at the front of delivering

Unit IV Advertising __________________________________________________________

the proper message to customers and prospective customers. 5. The ultimate goal of

sales promotions is ….. potential customers to action. 6. Online advertising is a form of promotion that …. the Internet and World Wide Web for the ….. purpose of delivering marketing messages to attract customers. 7. Although many Internet users search for ideas and products ….. search engines and mobile phones, a large number of users around the world still use the address bar.

(Missing verbs: uses, to mislead, sell, to stimulate, using, are, expressed, is)

II. Write down all possible questions to the following sentence:

Virtual advertisements may be inserted into regular programming through computer graphics.

III. a) Find in the above text adjectives in the comparative and superlative degrees, write out phrases with them. b) Form the degrees of comparison of the following adjectives:

grey, general, bad, stark, simple, promotional, many, impartial, small, good, ideological, possible, persuasive, credible, responsible, conscious, vast, pospective, controversial.

SPEAKING:

I. Study the following passage. Be ready to speak about the purpose of advertising.

The purpose of advertising is to convince customers that a company's services or products are the best, enhance the image of the company, point out and create a need for products or services, demonstrate new uses for established products, announce new products and programs, reinforce the salespeople's individual messages, draw customers to the business, and to hold existing customers.

The purpose of advertising may also be to reassure employees or shareholders that a company is viable or successful. Advertising messages are usually paid for by sponsors and viewed via various old media; including mass media such as newspaper, magazines, television advertisement, radio advertisement, outdoor advertising or direct mail; or new media such as blogs, websites or text messages.

Commercial advertisers often seek to generate increased consumption of their products or services through " branding", which involves associating a product name or image with certain qualities in the minds of consumers. Non-commercial advertisers who spend money to advertise items other than a consumer product or service include political parties, interest groups, religious organizations and governmental agencies. Nonprofit organizations may rely on free modes of persuasion, such as a public service announcement (PSA).

Modern advertising was created with the innovative techniques introduced with tobacco advertising in the 1920s, most significantly with the campaigns of Edward Bernays, which is often considered the founder of modern, Madison Avenue advertising. In 2010, spending on advertising was estimated at $143 billion in the United States and $467 billion worldwide.

(From Wikipedia, the free encyclopedia)

Unit IV Advertising __________________________________________________________

II. Comment upon the following problem. Share opinions.

Have you ever thought about the role of advertising in our lives? At present it's almost everywhere: we see or hear a lot of advertisements on the TV sets, in the underground, on billboards, in newspapers and in the public transport. Today it's almost impossible to imagine our lives without advertisements. Don't you think so?

III. What is your favourite advert at the moment? Why do you like it?

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