How Does Advertising Work?

МИР РЕКЛАМЫ – II

Учебное пособие

по дисциплине: Иностранный язык: английский

для специальности: 42.02.01 Реклама

Разработала: Л.П. Крикова

Рассмотрено на заседании

ЦК ОГСЭ

Протокол №__ от ____ 2015г.

Председатель ________ О.Г.Кольцова

Крикова Л.П. Мир рекламы – II – Чебоксары: Крона, 2015,

- 45 с.

Учебное пособие предназначено для студентов, обучающихся на IV курсе по специальности 42.02.01 Реклама и представляет собой вторую часть комплекса пособий по английскому языку.

©Крикова Л.П.

Составление и редактирование, 2015

СОДЕРЖАНИЕ

ПРЕДИСЛОВИЕ

Данное учебное пособие предназначено для студентов, обучающихся на IV курсе по специальности 42.02.01 Реклама и представляет собой вторую часть комплекса пособий по английскому языку.

Цель пособия: развитие коммуникативной компетенции в основных видах речевой деятельности путем изучения актуальных аутентичных материалов, соответствующих профессиональным интересам студентов.

Структура пособия представляет собой три основных главы. В первой рассматриваются тексты и упражнения о способах построения рекламы. Во вторую часть включены научно-исследовательские работы по англоязычным слоганам и торговым маркам. Дается подробный анализ стилистических приемов, используемых копирайтерами при создании рекламы, приводятся образцы слоганов и упражнения на узнавание торговых марок.

Комплекс пособий предназначен для работы на уроке и для самостоятельной внеаудиторной работы студентов.

Глава I. How to Advertise

Advertising Steps

(1) The Objectives should be clearly stated no matter whether it's informing, persuading or reminding.

Informingprevailson the stage of introducing a new product on the market.

Persuading forms a special demand for a certain brand of products. Some persuading adverts tend to be comparative, i.e. they tend to show advantages of one brand cf the other one of the same trade class. Comparative adverts are used to promote such categories of goods as deodorants, tooth paste, tires, cars.

Remindingis important to make the consumer remember the product but not to persuade or inform. It's a kind of advert that approves of the right choice, e.g. happy buyers adoring their newly bought car.

(2) The Budget can be drawn up according to such principles as 'on the level of competitors', 'out of certain objectives and goals' etc…

(3) The Appeal presupposes the forming of the idea, choice of forms of appeal and implementation. Any advertiser should keep in mind the four AIDA points: attention, interest, desire, action, - consequent stages of the consumer's response before buying.

Forming of the idea: the idea can be formed by way of combining types of satisfaction that a customer anticipates - rational, aesthetic, social or a satisfaction of pride of ownership - with types of emotional experience.

The choice of forms of appeal: the appeal is supposed to inform the receiver of something interesting and desirable. Also, it should convey an idea of the exceptional nature of the product compared to the other brands of the same trade category. The appeal should be verisimilar and demonstrable.

The implementation of the appeal is very important when advertising such similar goods as cigarettes, coffee and beer. The impact depends not on what has been said but the way it has been said. Usually the advertiser elaborates the text stressing the contents, goals, integrity and the right tone.

(4)The Choice of Means of Information Distribution depends on settling the following questions: stating the range of frequency and the impact of the advert; choosing a specific advertising means and the right schedule. Most companies prefer a pulsing schedule.

(5)Assessment of the Results presupposes the evaluation of the communicative and commercial effectiveness before, during and after the publicity campaign.

Vocabulary:

How Does Advertising Work?

If you want to find out why anything works - or doesn’t work - it's not a bad idea to take it to pieces and see how it all fits together and what makes it stick. Here are four unsuccessful advertisements: look at them carefully and discuss why they didn't attract many customers. If you know why a thing doesn't work it is much easier to make one that does.

Discuss these advertisements and decide where they have gone wrong - style approach and the papers in which they appear. When you have talked about their weaknesses look carefully at the next section and then redraft these advertisements and suggest newspapers or magazines in which they should appear.