Английский язык в рекламе
Пособие включает в себя оригинальные тексты английских и американских авторов, раскрывающих существенные вопросы истории и организации рекламы, рассказывающих о значении, методах, типах рекламы, ее законах, правилах, процессе ее создания и управления.Для студентов высших учебных заведений, а также для предпринимателей, менеджеров, бизнесменов, использующих рекламу в своей деятельности и владеющих английским языком в объеме средней школы.
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1415ADVERTISEMENT AS A SERVICEThe Ethical QuestionsAdvertising is often criticized, the three most commoncriticism being:1. That it is wasteful and increases prices (i.e. without itsexpense, the goods advertised would be otherwise cheaper);2. That it is vulgar and tasteless; and3. That it exploits consumers and creates unnecessary needs.Its defenders point out that:1. Advertising seems to reduce rather than inflate prices,especially in competitive markets;2. Taste is individual matter, and advertisement are often moreattractive, tasteful and entertaining than the programmersor printed text that adjoin them; and ads reflect public needsrather than creating them. Moreover consumers are notmugs.For its part, the general public tend increasingly to like andimprove of advertising, seeing it as, at worst, harmless and, atbest, entertaining and helpful.Social BenefitsAlthough the average citizen is usually annoyed by all theadvertisements printed in newspapers and magazines and thecommercials broadcast on TV, the impact of the wholeadvertising industry on a single person is immense and plays avery important role in our lives. Advertising absorbs vast sumsof money but it is useful to the community.What are the functions of advertisements? The first one tomention is to inform. A lot of the information people have abouthousehold devices, cars, building materials, electronicequipment, cosmetics, detergents and food is largely derivedfrom the advertisements they read. Advertisements introducethem to new products or remind them of the existing ones.The second function is to sell. The products are shown fromthe best point of view, and the potential buyer, on having enteredthe store, unconsciously chooses the advertised products. Onebuys this washing powder or this chewing gum, because thecolorful TV commercials convince him of the best qualities ofthe product. Even cigarettes or sweets or alcohol are assoc...
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