Find a word in the advertisements that matches the following definitions

Read the advertisement and find words in the text that match these definitions.

1 change something to make it suit a special purpose

_________

2 add electronic information to something, e.g. a

photo__________

3 the position of something_________

4 changing written or printed words to data that a

computer can understand_____________

5 give information__________________

6 a word used to show that something is completely

correct and true_______________________

7 stored information, e.g. on a computer______________

8 a small part inside smartphones and other devices that measures change of speed, e.g. if someone drops it________________

Advertising

With our fabulous new hand-held devices, your mobile workers can be safer and more productive at the same time! Have no more paperwork that takes up workers’ time and that can get lost! Know where your workers are at any time!

We can customise devices for any situation. As an example, let’s look at devices that we’ve customised for traffic wardens:

• The devices have cameras and GPS so the warden can take photographs of illegally parked cars. The device automatically tags the photographs with location and time. Then optical character recognition (OCR) technology can read the car’s registration number from the photograph and transmit it wirelessly to a central database. The warden saves time because there is no data entry.

• The devices continuously report the warden’s location back to the control centre. So if there is a problem, the control centre knows exactly where the warden is and who to contact.

• Because most of the data is kept electronically, record keeping costs are lower.

• Being a traffic warden can be dangerous. The accelerometer in the device automatically sends a message if it falls, unless the user presses the ‘Cancel’ button immediately. Then the control centre can call the police.

A

reason for writing

B

other news

C

greeting

D

‘look forward to’ + ending

273

Match the topics with the paragraphs or sections of the email:

Would you mind if I put your name on my CV as a referee? Could you let me know if this is possible?

A

request

B

greeting

C

reason for writing

D

‘look forward to’ + ending

274

Choose right turn of solving this math question:

2(45+6)-78=24

1. 
   After that, you should subtract 78 from 102.
   
2. 
   Because according the formula the task in brackets should be solved firstly.
   
3. 
   Then multiply 51 by 2 and the result is 102.
   
4. 
   Finally, you get the result 24.
   
5. 
   To solve this problem, firstly sum of 45 and 6.
   
6. 
   So, you get the result of 51.
   

A

5,2,6,3,1,4.

B

6,4,5,3,2,1,

C

5,1,2,6,3,4

D

5,2,1,2,4,6

275

Choose the appropriate definition to this word: “tab”

A

a second or further document or page that can be opened on a spreadsheet or web browser

B

a seminar conducted over the Internet

C

a set of related web pages located under a single domain name

D

an HTML object that allows you to jump to a new location when you click or tap it

276

Choose the appropriate definition to this word: “web browser”

A

a computer program with a graphical user interface for displaying HTML files, used to navigate the World Wide Web

B

an HTML object that allows you to jump to a new location when you click or tap it

C

a set of related web pages located under a single domain name

D

a seminar conducted over the Internet

277

Find the appropriate word that match the following definitions:

Change something to make it suit a special purpose

A

customize

B

transmit

C

report

D

record

278

Find the appropriate word that match the following definitions:

a word used to show that something is completely correct and true

A

exactly

B

continuously

C

immediately

D

currently

279

Choose the appropriate definition to this word: “bookmarks bar”

A

is a toolbar found at the top of every Internet browser’s window and it allows users to pin their favorites that they may access them more quickly

B

a set of related web pages located under a single domain name

C

an HTML object that allows you to jump to a new location when you click or tap it

D

a computer program with a graphical user interface for displaying HTML files, used to navigate the World Wide Web

280

Read the advertisement and find a synonym to the underlined expression:

The devices have cameras and GPS so the warden can take photographs of illegally parked cars. The device automatically tags the photographs with location and time. Then optical character recognition (OCR) technology can read the cars registration number from the photograph and transmit it wirelessly to a central database. The warden saves time because there is no data entry.

A

automatically adds position and time

B

automatically uses signals from satellites orbiting Earth

C

automatically allows the device’s battery to be recharged

D

automatically detects and measures motion

281

Complete the sentence:

System software is an interface between________

A

Hardware and application Software

B

Application software and User

C

RAM and ROM

D

CPU and UPS

282

Choose the correct option:

What is collection of data or information called, that is stored in logical and structured way?

A

Field

B

Story

C

Database

D

Spreadsheet

283

Complete the sentence with the appropriate ending:

A system administrators task_____________.

A

deploys new software, looks after network security, sets up users accounts, updates software

B

analyses a complex process or operation, improves its efficiency, by applying a computer system

C

plans and organizes the resources to complete a project

D

designs the website

284

Find the appropriate word:

_________________ is the field of work in which someone manages one or more systems, be they software, hardware, servers or workstations. Its goal is ensuring the systems are running efficiently and effectively.

A

System administration

B

System development

C

System analyzing

D

Web development

285

Answer the question:

All computers and devices are connected to the central hub. Which type of network is it?

A

Star system

B

Ring system

C

Mesh system

D

Bus system

286

Answer the question:

Which type of network covers one building?

A

LAN

B

WAN

C

MAN

D

All answers are correct

287

Answer the question:

All computers and devices are connected to one single cable. Which type of network is it?

A

Bus system

B

Ring system

C

Mesh system

D

Star system

288

Answer the question:

Which type of network covers two than more places?

A

WAN

B

LAN

C

PAN

D

No correct answers

289

Answer the question:

All computers and devices are interconnected. Which type of network is it?

A

Mesh system

B

Ring system

C

Star system

D

Bus system

290

Answer the question:

All computers are connected to two computers.

Which type of network is it?

A

Ring system

B

Mesh system

C

Star system

D

Bus system

291

Answer the question:

What does check box stand for?

A

a graphical display which shows that a particular feature has been enabled or a particular option chosen.

B

a main menu which shows the number of boxes

C

a box which contains set of tabs

D

a tick sign which is used to highlight the option

292

Answer the question:

What does radio button stand for?

A

an icon representing one of a set of options, only one of which can be selected at any time.

B

a button which controls radio

C

a graphical design which represents a chosen answer

D

is a graphical display which shows that a particular feature has been enabled or a particular option chosen.

293



A

2.37 GHz Dual-core 

B

390 GB

C

15.6 inch

D

Blue ray combo

294

Fill in the gap with the appropriate word:

In my eyes, he is very …. person because he has positive ideas on every aspect of our plan.

A

optimistic

B

pessimistic

C

aggressive

D

talkative

295

Choose the best description for the

“Antivirus software”

A

prevents damage that viruses might cause

B

contains malicious files

C

checks authorised access codes

D

gains unauthorized access to a computer

296

Choose the proper answer:

What is restricted traffic?

A

the information not everyone has access to

B

LAN

C

Ethernet

D

intranet

297

Answer the following question:

What does tab stand for?

A

a second or further document or page that can be opened on a spreadsheet or web browser.

B

an icon representing one of a set of options, only one of which can be selected at any time.

C

the virtual location for applications, documents and data

D

a set of spreadsheets and word processors

298

Find the appropriate term which corresponds the following definition:

Windows uses the menu ________ extensively to refer to the current settings of hardware, software and data.

A

properties

B

tab

C

edit

D

file

299

Find the appropriate term which corresponds the following definition:

__________is a graphical control element, similar to a list box that allows the user to choose one value from a list.

A

drop down menu

B

minimize button

C

edit

D

file

300

Find the appropriate term which corresponds the following definition:

____________is a labeled button in some versions of the Microsoft Windows operating system that opens a directory of a computer’s software programs and other files.

A

start button

B

radio button

C

check box

D

tools

301

Find the appropriate term which corresponds the following definition:

___________is an image that represents an application, a capability, or some other concept or specific entity with meaning for the user.

A

icon

B

button

C

installation

D

settings menu

Exercise 1. Read and translate the text.
Do the activities that follow it.

Advertisement

                Although
the average citizen is usually annoyed by all the advertisements printed in
newspapers and magazines and the commercials broadcast on TV, the impact of the
whole advertising industry on a single person is immense and plays a very
important role in our lives. Advertising absorbs vast sums of money but it is
useful to the community. What are the functions of advertisements?

         The first one to
mention is to inform. A lot of the information people have about household
devices, cars, building materials, electronic equipment, cosmetics, detergents
and food is largely derived from the advertisements they read. Advertisements
introduce them to new products or remind them of the existing ones.

         The second
function is to sell. The products are shown from the best point of view and the
potential buyer, on having entered the store, unconsciously chooses the
advertised products. One buys this washing powder or this chewing-gum because
the colourful TV commercials convince him of the best qualities of the product.
Even cigarettes or sweets or alcohol are associated with the good values of
human life such as joy, freedom, love and happiness, and just those
associations make a person choose the advertised products. The aim of the good
advertisement is to create a consumer demand to buy the advertised product or
service. Children are good example as they usually want the particular kind of
chocolate or toy or chewing-gum. Being naive they cannot evaluate objectively
what is truthful and what is exaggerated and select the really good products
unless they buy the goods and check for themselves.

         Thirdly, since
the majority of advertisements are printed in our press we pay less for
newspapers and magazines, also TV in most countries is cheap. The public
advertising seen on street hoardings, railway stations and buildings makes
people’s life more joyful. Moreover, all those small ads in the press
concerning “employment”, “education” and “For sale and wanted” columns, help
ordinary people to find a better job or a better employee, to sell or to buy
their second-hand things and find services, or learn about educational
facilities, social events such as concerts, theatre plays, football matches,
and to announce births, marriages and deaths.

         Thus despite our
dissatisfaction when being bombarded by all the advertisers’ information we
must admit that they do perform a useful service to society and advertisements
are an essential part of our everyday life.

VOCABULARY

advertisement – реклама

an impact – влияние

to derive
– получать, извлекать

to remind – напоминать

to exist – существовать

to convince (of) – убеждать

to evaluate – оценивать

to exaggerate – преувеличивать

unconsciously – бессознательно

a consumer demand – потребительский
спрос

employment – занятость

employee – работник

Exercise 2.
Complete the phrases and translate them.

average ……; the first ……;
commercials ……; street ……; railway ……; kind of ……; qualities of the ……;
important ……; single ……; functions of ……; household ……; building ……; potential
……; small ……; electronic ……; advertised ……; good …… .

Exercise 3. To
develop the sentences.

1.     The
advertisement plays a very important role in our lives because ….

2.     The
first function of advertisement is to inform because ….

3.     Children
usually want the advertised products because ….

4.     Our
press performs a useful service to society because ….

Exercise 4. Match
advertising terms with their descriptions or definitions. Memorize them.

1)    to
advertise; 2) outdoor; 3) quality; 4) entertainment; 5) consumer;

6)
impact; 7) prime-time; press release; 9) TV slot

2

a) a person who buys or
uses products; b) a place for television advertisement; c) to use a public
note, a photograph, a short film to try to persuade people to buy, do or use
something; d) activities that make people laugh or that interest people; e)
broadcast periods viewed or listened to by the greatest audience; f) a written
statement with the information to be broadcast or published; g) happening
outside or used outside; h) the effect that a message has on the audience; i)
how good something is.

Exercise 5. Answer
the questions.

1.     Why
does the advertisement play an important role in our lives?

2.     How
many functions of advertisement do you know? What are they?

3.     Want
is the aim of a good advertisement?

4.     Who
usually wants the advertised products?

5.     Where
can you find the advertisement?

6.     Why
do the advertisements help ordinary people?

7.     The
advertisements are an essential part of our everyday life, aren’t they?

Exercise 6. Read
and translate the text. Do the activities that follow it.

Advertisers Take Aim
at Heads and Hearts

         Turn on the TV,
open a magazine or drive down a city street. What do you see? Ads! Billboards,
commercials and colourful page layouts are all around us. Each advertisement is
aimed at persuading the consumer to buy, buy, and buy some more! What do wise
consumers do when they see an ad? They ask themselves, “Is this message aimed
at my brain?” Advertisers make a conscious decision to appeal to feelings and
emotions – or to logic and intelligence.

Imagine a vacuum
cleaner ad that describes the Swooper. It pictures a family lounging in a
sparkling clean house because the Swooper leaves them so much free time. This
ad appeals to emotions – to everyone’s desire to enjoy leisure time and escape
hard work. Now imagine a Swooper ad that compares the features of two popular
vacuum cleaners. The Swooper is lighter, quieter and less costly than the other
vacuum. This ad appeals to logic and intelligence. The comparison shows that
the Swooper is clearly the wise buy.

Some ads use
famous people to sell their product. Testimonials by celebrities are most often
aimed at emotions. A famous basketball star is selling soda pop. Is there any
logical reason why a sports figure should have special knowledge of beverages?
Probably not – but emotions make people relate to the star. Advertisers want
consumers to transfer their admiration of the celebrity to admiration of the
product. Ads, that are colourful, funny and

3

exciting, are enjoyable. But
it’s important to understand what advertisers are doing. Be aware of ads that
appeal to your emotions. Look for facts and logical reasons when you make your
decisions to buy.

Exercise 7. Answer
the questions.

1.     People
see ads everywhere, don’t they?

2.     What
is the aim of each advertisement?

3.     Who
appeals to buyers’ feelings and emotions?

4.     Why
do some ads use famous people to sell their product?

5.     What
can wise consumers do when they make their decisions to buy?

Exercise 8. Choose
the correct ending for each of the following phrase, then translate the
completed sentences.

1.     Advertisers
make a conscious decision to …

2.     The
ad of the Swooper appeals to …

3.     Some
ads use famous people to …

4.     Each
ad persuades the customer to …

a.      logic
and intelligence

b.     buy
some more

c.      appeal
to feelings and emotions

d.     sell
their product

Exercise 9. Fill
in the synonyms from the list.

celebrity, convince,
consumer, attract, solution

1.     buyer
=

2.     famous
people =

3.     appeal
=

4.     persuade
=

5.     decision
=

Exercise 10. Read
and translate the text. Do the activities that follow it.

Advertising
Techniques

         Advertising is a message
that tries to sell something. Companies advertise everything from cars to
candy. Advertising is also used to change people’s ideas. For example, an ad
(advertisement) could try to make voters choose a certain candidate for
president. Ads appear almost everywhere we look. They are on the radio and on
TV, in magazines, shop windows and on T-shirts. They show up inside elevators,
on school buses and even in schools.

4

About 600 billion dollars are spent
on advertising around the world every year.

         Advertising does two main
jobs. It tells people about something, like a product or a service. It also
works to make people want to buy the product or service.

         Advertisements do their
jobs in many different ways. Many printed ads have headlines or boldly printed
words that make people stop and read them. The headline may promise something
that the reader wants, like a good price. Other headlines may carry the
announcement of a new product.

         Some ads use slogans that
are used over and over again. They are easy to remember and often use a catchy
phrase. Sometimes slogans are not related to the product. In many ads a famous
person talks about a product. This person may be an actor, a model or
well-known athlete, or even an average user of a product. Ads also compare a
product with another one of the same type. The ad points out why a product is
better. Some ads feature cartoon or product characters. They become well known and
people identify them with a product.

         Repetition is one of the
most basic techniques used in the advertising business. Advertisers broadcast
their commercials several times a day for days or weeks to get the message
across. When people see an ad more often they may be more likely to accept the
message and want the product.

VOCABULARY

a catchy phrase – легко
запоминающаяся
фраза

an audience – публика,
слушатели

a competitor – конкурент

a character – буква,
персонаж

loyalty – верность,
лояльность

continuity – продолжительность

to feature
– зарисовать, показать на экране

to distinguish
– различать, отличать

to broadcast
–  распространять

5

Exercise 11.
Choose the correct answer.

1.     Companies
advertise (everyone, everything).

2.     Ads
appear almost everywhere we (look, find).

3.     Advertising
does (two, four) main jobs.

4.     Advertisements
do their (jobs, works) in many different ways.

5.     Ads
(compare, describe) a product with another one.

6.     Repetition
is a technique used in the (building, advertising business).

Exercise 12. Fill
in the gaps with the necessary words. Then translate the sentences.

1.     Advertising
tells people about ________ .

2.     Many
________ ads have headlines.

3.     Some
ads use ________ .

4.     In
many ads a famous ________ talks about a product.

5.     Some
ads feature ________ or product ________ .

Exercise 13.
Answer the questions.

1.     What
is advertising?

2.     Where
do ads appear?

3.     What
are the main jobs of advertising?

4.     What
ways do ads do their jobs?

5.     Who
talks about a product in many ads?

6.     Why
is repetition often used in advertising business?

7.     How
do you feel about advertising?

8.     Is
there any advert at the moment that you really like? What’s it for?

9.     What’s
the funniest advert you’ve ever seen?

Exercise 14. Match
advertising terms with their descriptions or definitions. Memorize them.

1)    brand
name; 2) brand loyalty; 3) catalogue; 4) copywriter; 5) audience; 6)
commercial; 7) PR advertising; slogan

a) frequently repeated
phrase that provides continuity to an advertising campaign; b) name used to
distinguish one product from its competitors; c) a TV or radio advertising; d)
positive opinions of consumers about the product or service of a particular
brand; e) the person who writes the texts for ads; f) a group of people who
watch or listen to someone speaking or performing in public; g) a book with a
list of things you can buy or look at; h) advertising by a corporation that
focuses on public interest but maintains a relationship to the corporation’s
products.

6

NOTE: I. advertisement
= advert = ad

action	process	result
to advertise	advertising	advertisement

a)     We
advertised our restaurant in the Evening News.

b)    We
should put more effort into advertising.

c)     I’m
writing in reply to your advertisement.

II. Do not mix up company and campaign.

Our company starts a new ad campaign.

Exercise 15. Read and translate the text.
Do the activities that follow it.

Pros and Cons of
Advertising

         Advertising has both
positive and negative sides.

         Some advertisements are of
high artistic value, original and well-designed with vivid pictures, witty
language and slogan, artistic photography. Therefore, they add to the beauty of
our lives. Moreover, advertising brings convenience to people’s lives and plays
an important role in our economic life and is important to the consumer
society. It is a kind of visual enjoyment to look at some witty works of
advertising which add beauty to the cityscape.

         But some leaflets and
handouts are polluting the environment as rubbish and a blemish on the
landscape of the city. They disfigure our cities. Advertisements are not always
truthful, and a product is often misrepresented, false and deceptive. Many
advertisements are fictitious and exaggerating. Advertisements are an insidious
form of brainwashing. It is very disturbing that TV programs are interrupted by
advertisements, and mailboxes are stuffed with rubbish. We can do nothing but
accept it passively.

VOCABULARY

artistic value – художественная ценность

convenience – удобство

to disfigure – обезображивать, уродовать

to misrepresent – искаженный

deceptive – обманчивый

fictitious – фиктивный

exaggerating – преувеличенный

7

Exercise 16. Find
the English translation of the words in the right column.

1.     witty                                                    
A.
обезображивать

2.     exaggerating                                   
     B. обманчивый

3.     rubbish                                                 
C. преувеличенный

4.     convenience                                         
D. лживый

5.     fictitious                                               
E. остроумно

6.     disfigure                 
                              F. коварный

7.     deceptive             
                                 G. вымышленный

8.     misrepresented                                     
H. мусор

9.     false                      
                                I. правдивый

10. insidious                                               
J. удобство

11. truthful                                                 
 K. искаженный

12. vivid                                                    
  L. оригинальный

13. original                                      
            M. художественный

14. artistic                                                 
   N. яркий

Exercise 17. Find
the English equivalents in the text.

1)    листовки и
раздаточный материал;

2)    лживый и
обманчивый;

3)    язык и
слоган;

4)    оригинальный
и хорошо продуманный;

5)    художественная
ценность;

6)    наглядное
удовольствие;

7)    потребительское
общество;

    городской
пейзаж;

9)    загрязнять
окружающую среду;

10)          
важная
роль.

Exercise
18. Choose the correct ending for each of
the following phrase.

1.    
Oasis are doing a tour to
promote…

2.    
I think it’s a brilliant advert. It really grabs…

3.    
 Advertisers know that consumers will always compare…

4.    
 Advertisers are experts at persuading people…

5.    
 They really want to sell this product. They’ve just launched…

6.    
 The tobacco industry has been trying very hard to improve…

7.    
 At the moment British Airways are advertising…

8.    
 We’re trying to reach…

a)    
to spend their money.

b)   
 your attention.

c)    
 the under-18 market.

d)   
 two flights for the price of one.

e)    
 their new album.

8

f)     
 a huge advertising campaign.

g)   
 one product with another.

h)   
 its image.

Exercise
19. Complete the gaps in these sentences with the correct passive form of the
verb in brackets. Analyze their grammar forms.

Model: In
the UK advertising and PR (to teach) in universities but not usually at
schools.

In the
UK advertising and PR are taught in universities but not usually at schools.
– Present Simple Passive.

1. A young man (to take) to
hospital after injuring his leg.

2. Twenty cars (to steal) from the
city centre since January.

3. Where (to hold) the next
Olympics?

4. Alcoholic drinks (not to sell)
to children under 16.

5. (To build) the bridge a long
time ago?

6. I’m sorry, but dinner (not to
include) in the price.

7. (To freeze) the vegetables
immediately after you pick them?

8. My TV set (to repair) next
Friday.

9. Mary (not to tell) about the
accident yet.

Exercise 20. Match
advertising terms with their descriptions or definitions. Memorize them.

1)    direct
mail; 2) target; 3) audience; 4) poster; 5) advertising; 6) caption; 7) display
ads; leaflet; 9) outdoor display; 10) classified ads

a) a large printed notice, picture
or photograph, used to advertise something or as a decoration; b) small adverts
placed by private individuals in a newspaper; c) any outdoor signs that
publically promote a product or service; d) the kind of people that a
programme, advertisement etc. is supposed to attract; e) a small piece of paper
used for door-to-door advertising; f) attracting of public attention to a
product, service; g) any size messages located in the newspaper except the
editorial page; h) advertisements that are sent by post to many people; i) a
large sign used for advertising; j) typed text under advertising, cartoon
explaining the image.

9

Exercise 21. Read and translate the text.
Do the activities that follow it.

Print Advertising

         Advertising gets
to people through different forms of communication. Newspapers, magazines and
direct mail belong to print media. TV, radio and the Internet are among the
most important electronic media.

         Newspapers. Almost half of a
newspaper is made up of ads. Local papers have ads of local companies, but
nationwide newspapers also advertise products that are sold all over the
country. Most papers publish daily so many new ads, like products on sale or
movie openings can be placed every day. Newspapers sell advertising space in
all sections of their paper. Most newspapers receive about three-fourth of
their income from advertising and one fourth from circulation. In most cases
ads of products will be put in the section they are related to.

         Display ads can take up
from a few cm to a full page. They have illustrations, headlines and lots of
information on a certain field.

         Classified ads appear in a
separate section of a newspaper. Most of them only have a few lines and list
homes, cars for sale, furniture or other things that private people want to
sell or buy.

         Magazines.
Magazines mostly appear all over the country and are used by national
advertisers. In contrast to newspapers they are read when people have more
time. They are kept for a few weeks or even months. Better printing quality and
colour ads are among the advantages of magazines.

         Many special magazines are
made for groups of people. The ads that appear there are especially for these
groups. A computer magazine, for instance, may have many ads related to
computers, printers or scanners.

         Direct mail. Direct
mail consists of leaflets, brochures, catalogs or letters, that are mailed
directly to people. Mail-order companies profit from this kind of advertising.
Some mailing lists send information to all the people others only according to
their jobs, age or income. Direct mail costs a lot of money, but advertising
companies can be sure that they will reach the people.

         Outdoor signs.
Large colourful outdoor signs can easily catch the attention of by-passers. But
these ads must be short and simple because viewers see them only for a few
seconds.

         The main signs are
posters, billboards and electronic displays. Billboards or hoardings are owned
by local companies that rent them to advertisers. Sometimes ads are painted on
buildings. Electronic billboards have large displays where ads change very
quickly. They are the most expensive kind of outdoor signs.

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VOCABULARY

hoarding – плакаты, рекламные щиты

caption – заголовок;
подпись под картинкой

circulation – тираж

editorial page – редакторская
(редакционная) страница

target audience – целевая
аудитория

Exercise 22.
Answer the questions.

1.     What
do the advertising media include?

2.     What
kind of ads can newspapers offer to advertisers?

3.     What
is the difference between display and classified ads?

4.     What
are the advantages of ads in magazines?

5.     What
are the peculiarities of direct mail?

6.     What
is the difference between outdoor signs and the other kinds of advertising?

7.     What
is the most expensive kind of advertising?

Exercise 23. Read
the information from press release, complete the gaps with the best form
(active/passive) of the verbs from the box.

“… and this is the last
stage of the production process. As you know, Swift trainers are really very
expensive, and the reason they (1) so much is that they (2) of the highest
quality leather. We (3) over 10 million trainers to countries all round the
world and our shoes (4) by all types of people, from top athletes to children
at school.”

Exercise 24.
Speaking Task. Choose one of the advertising media. Make
a short presentation on its advantages and disadvantages.

Exercise 25. Look
at the following statements about advertising. Number them from 1 to 5: 1 =
strongly agree, 5 = strongly disagree.

1.     Advertising
is essential for business, especially for launching new consumer products.

2.     A
large reduction of advertising would decrease sale.

3.     Advertising
often persuades people to buy things they don’t need.

4.     Advertising
often persuades people to buy things they don’t want.

5.     Advertising
lowers the public’s taste.

6.     Advertising
raises prices.

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7.     Advertising
does not present a true picture of products.

8.     Advertising
has a bad influence on children.

9.     People
remember advertisements, not products.

Exercise 26. Read
and translate the text. Do the activities that follow it.

Advertising

         Advertising is a
form of selling. Advertising seeks to make people aware of things they need and
to make them want these things. It tells what products or services are on the
market, and how they can be obtained.

         It announces new products
and describes new uses and improved features of familiar ones.

         Advertising suggests that
we might enjoy nourishing foods, more attractive clothes and more comfortable
homes. In doing all these things, advertising helps us to improve our way of
living. It also shapes our tastes, habits and customs.

         Advertising messages are
carried to large audiences by TV, newspapers, magazines, radio and other means
of communication.

Exercise 27. Match
advertisement with its explanation.

ADVERTISEMENT: 1) Sale –
All Prices 10% off. 2) 16 Day Money Back Guarantee. Our Pledge of Full
Satisfaction. 3) Free Trail Without Obligation. 4) Direct from the
Manufacturer. 5) Free Demonstration. 6) A Price to Suit Everyone’s Pocket. 7)
Free Home Delivery on Selected Items. Buy Three Cookies Get One Free.

EXPLANATION: a) We make
them and sell them ourselves. b) If you buy three cookies, you pay only for
two. c) Anyone can afford it. d) We will deliver the item free direct to your
door. e) Prices are discounted. f) We’ll show how it works – there’s no charge.
g) Try it – you can return it to us if you don’t like it. h) If you don’t like
it you can have your money back within 16 days.

Exercise 28. Read
another information from press release and complete the gaps with the best form
(active or passive) of the verbs from the box.

This is the new Primera
Consul.

As you can see it (1).
The engine is much more powerful now and it (2) much quieter. There’s a
sun-roof which (3) when you press this button, and all models now (4) with a stereo
radio/CD player included.

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Exercise 29. Read
and translate the article from “Economist” and do the activities that follow
it.

Outdoor Advertising
– a Breath of Fresh Air

         The world of
outdoor advertising billboards, transport and “street furniture” (things like
bus shelters and public toilets) – is worth about $18 billion a year, just 6%
of all the world’s spending on advertising. But it is one of the fastest
growing segments, having doubled its market share in recent years.

         Outdoor advertising’s
appeal is growing as TV and print are losing theirs. The rising costs of TV are
prompting clients to consider alternatives. Dennis Sullivan, boss of Portland
Group, a media buyer, calls outdoor advertising the last true mass-market
medium. It is also cheap. In Britain a 30-second prime-time TV slot costs over
60,000 pound (100,000 $); placing an ad on a bus shelter for two weeks works
out at about 90 pound.

         Adding to its attractions
has been a revolution in the quality of outdoor displays. Famous architects are
designing arty bus shelters and kiosks with backlit displays. Backlighting,
introduced in Europe by Decaux and More, and plastic poster skins have vastly
improved colour and contrast.

         Movement is possible too.
Disney advertised its “101 Dalmatians” video on bus shelters with the sound of
puppies barking.

         This sort of innovation
has attracted a new class of advertiser. Recent data shows that in Britain
alcohol and tobacco have seen replaced by entertainment, clothing and financial
services. The big outdoor advertisers, like carmakers, are using it in new
ways. BMW ran a “teasers” campaign in Britain exclusively on bus shelters.
Particularly attractive to the new advertisers is street furniture, the fastest
growing segment of the outdoor market. It accounts for some 20% in Europe and
about 5% in America.

Exercise 30.
Answer the questions.

1.     What
do these numbers in the article refer to: 18, 6, 30, 60 000, 100 000,
90, 20, 5?

2.     Outdoor
advertising is increasing in many countries. Is this a good thing?

3.     Why
is outdoor advertising becoming more popular nowadays?

4.     Which
industries are becoming more involved in outdoor advertising?

5.     What
products do you think are suitable for outdoor advertising?

Exercise 31.
Identify the advertising terms.

ADVERTISINGPOSTERMARKETCAMPAIGNSEGMENTBUYERCLIENT

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Exercise 32. Find
the following advertising terms in the word search grid.

1)
billboard     2) cheap     3) outdoor     4) expensive     5) image     6)
indoor                 7) prime-time     segment      9) slot

B	N	L	J	Z	S	U	X	V	A
I	R	R	O	O	D	N	I	H	D
L	P	R	I	M	E	T	I	M	E
L	Z	P	R	B	J	P	C	C	S
B	E	V	I	S	N	E	P	X	E
O	C	H	E	A	P	S	P	E	G
A	J	R	S	X	C	P	W	G	M
R	D	P	Z	L	G	J	T	A	E
D	O	U	T	D	O	O	R	M	N
C	Q	M	Z	E	M	T	A	I	T

Exercise 33. Write
questions to the following sentences using the passive form.

1.     George
was taken to hospital because he had a heart attack. (ask why?)

2.     You
will be paid salary on Friday. (ask when?)

3.     Tickets
for the concert are sold at all large music stores. (ask where?)

4.     The
new theatre will be built in five years’ time. (ask when?)

5.     The
article was written by Urma Mackintyre. (ask who by?)

6.     The
plant has been moved because it wasn’t getting enough light. (ask why)

7.     Napoleon
was known as Boney. (ask who?)

8.     Portuguese
is spoken in Brazil. (ask where?)

9.     The
film was directed by Zeffirelli. (ask who by?)

10. Forty-seven people
have been injured. (ask how many?)

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Exercise 34. As
you know, many advertisements use modified quotation, proverb or saying,
sometimes only changing one word or adding a pan. Find equivalents to their
meaning and use them in sentences.

1.     When
in Rome, do as the Romans do.

2.     Achilles’
heel.

3.     Crossing
the Rubicon.

4.     Crying
over spilt milk.

5.     To
have one foot in the grave.

6.     All’s
well that ends well.

7.     To
cut the Gordian knot.

8.     You
can’t have too much of a good thing.

9.     A
rough diamond.

Exercise 35.
Creative task. Choose a proverb or saying and use them to
write captions to the advertise products (e.g. jewelry, dairy products, a
holiday, shoes, furniture). You can keep the expressions as they are, modify
them slightly or significantly, or give them a context, but they must remain
recognizable.

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