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III. Use the expressions from 1 to make your own words and phrases

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Together with your partner, make up a dialogue. One of you is going to negotiate on one important issue and doesn’t know how to behave. The other one gives him / her some advise. Present your dialogue to the class.


Learn about the different forms of advertising and the choice of the way to advertise goods and services.

Lesson 1. Advertisement Ideas

Warm Up

I. Identify the following pictures. What’s the difference between them? Interpret them.

1. What are brand names?

2. What of them show the product?

3. What of them are just symbols?

4. What can you say about the use of colour / slogans / initials?

5. What messages do the symbols transmit?

Language items that can be used: background, between, below, while, neither...nor, both, unlike …

Active Vocabulary

I. Match the words with their definitions:

symbol A graphic mark commonly used by commercial enterprises, organizations and even individuals to aid and promote instant public recognition. They are either purely graphic (symbols/icons) or are composed of the name of the organization.
sign Something such as an object, picture, written word, sound, or particular mark that represents something else by association, resemblance, or convention
badge A symbol or token of personal power, status or office, or of an official body of government or jurisdiction. They are especially used as an emblem of a specific or general authority.
insignia A pattern that is used to represent an idea, or an individual, it crystallizes in concrete, visual terms some abstraction, a representation of an object.
logo A piece of paper, polymer, cloth, metal, or other material affixed to a container or article, on which is printed a legend, information concerning the product, addresses, etc. It may also be printed directly on the container or article.
label A device or accoutrement which is presented or displayed to indicate some feat of service, a special accomplishment, a symbol of authority granted by taking an oath, a sign of legitimate employment or student status, or as a simple means of identification.
emblem An entity which signifies another entity.

II. Find an example of each on the web (or project the ones below), and explain when/how/when/why they are used.


III. What are logos and what is their function?

Reading. Read and translate the text. Discuss it with your partner.

Advertisement Ideas

Advertising a product plays a vital role in its total sales, because it helps to draw the attention of a large number of consumers. However, advertising needs to be done in a proper and systematic manner, to target the potential buyer.


Newspaper Advertising

Placing an advertisement of your products or company in the local newspaper, is still considered to be one of the best advertising ideas. For newspaper advertisements, be very specific when it comes to giving the wording for your ad, as you have to pay charges depending on the number of words. Make sure that the content in the advertisement is relevant, grammatically correct and appealing to the customers. Large sized color advertisements can be the best advertising technique for those with a high budget.

Radio Advertising

Due to the increasing popularity of radio, radio advertising has been the best means of making the people aware of your new products. Ad jingles are the best way advertising on the radio. Conducting interesting contests on the radio in which the radio jockey asks some product related questions and the lucky winners get your product as the prize, can be useful radio advertising ideas. You can also enter into a sponsorship deal with a radio station.

Television Advertising

Television advertising can help you reach a large audience and increase your sales turnover. For that, you will have to shoot ads with models and hire experienced ad directors. If you have a high budget, you can surely rope in some top celebrities to advertise your products. By airing your ads on popular channels and shows, you increase your chances of grabbing the attention of the viewers.

Internet Advertising

With the number of Internet users increasing at a rapid pace all round the world, Internet advertising becomes the best way of introducing your services and products. You can find out which are the most popular and highly surfed websites and place ads on them to reach maximum number of people. However, you should be aware of the internet advertising costs and terms and conditions to do the same.

Making use of Banners, Hoardings and Pamphlets

Banners, hoardings and pamphlets can also be good advertising ideas for marketing any kind of products. Pamphlets can be self made, by including all the detailed information of your products, whereas, banners would be made by others for you. Banners and hoardings cost much more than pamphlets.

From www.buzzle.com

Reading Comprehension

I. Find English equivalents of the following words and phrases:

привлечь внимание, нацелиться на потенциального покупателя, размещать рекламу продукта, оплачивать услуги, реклама на радио, рекламный джингл, увеличить продажи, снимать рекламный ролик, заполучить широкую аудиторию, знаменитости, рекламировать, воспроизводить рекламу в эфире, реклама в интернете, растяжки, рекламные щиты, брошюры.

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