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Read the text "Advertising and Persuasion", observing the rules of intonation tekct registration.
ADVERTISING and PERSUASION
As consumers we are confronted by advertisements just about every day ºF our life. Lots of people pretend that they never read adverts, but this claim may be seriously doubted. It is hardly possible these days not to read advertisements: in virtually every newspaper or magazine there are special sections or columns through which nearly anything can be accomplished: you can find a job, buy or sell goods or services, book a trip.
Whatever its measurable effects, advertising clearly matters to advertisers, since huge sums are spent on advertising budgets and spending has trebled over the last decade. Most important consideration in preparing advertisements is effectiveness - achieving the purpose. This primary function is, of course, to sell goods and services. But we get the wrong idea if we think the only purpose of advertisement is to sell goods. Other equally important functions are to create awareness, to bring into light specific information, to get action and to affect attitude.
Advertisements can be classified into two broad categories: informative and persuasive. Typically an advert contains the elements of both. When a product is first launched, sales are low because very few customers are aware that it exists. The role of advertising here may be to inform the public of the product's existence and its particular uses. The same applies when a product has been modified or improved. In other cases, eg new cars or scientific calculators, the nature of the product may be such that a large amount of technical information has to be supplied, and advertising again may have to be informative. A great amount of knowledge we have about household goods derives largely from the advertisements we read. If you want to buy a washing machine, you are more likely to obtain details regarding performance, price, etc. from an advert. Advertising that informs and educates consumers gives them greater choice in their selection of goods and services. It can be seen as a form of competition between firms and may encourage manufactures to improve their products for the benefit of the consumer.
Persuasive advertising, as its name implies, is used to try and persuade a consumer to buy a particular product. Such advertising is subjective and contains many statements of opinion rather than fact. Persuasive advertising has been criticized because it emphasizes the advantages of a product and attempts to make those who do not use the product feel as if they were missing out. It plays on jealousy, envy and other feelings. It is normally very difficult to distinguish between the persuasive and informative elements in any advertisement. There is generally a blend of both.
Advertisements do not lie, at least, not in an obvious way. But they do offer a highly selective form of truth-telling. Since advertising uses powerful images to promote products, it also incidentally promotes «lifestyles». These images and lifestyles are created mainly by telling stories with human interest. Stories usually demand imaginative work from audiences, so we need to focus our attention on how they work. Advertising stories are not just series of events in time. They involve structures of cause and effect. This means that they also have values. Advertisements for items like cars and computers speak of status, style and success more than the actual features of the products. The kind of values \u200b\u200bportrayed and the way they are presented are important factors in creating ideologies which envelop the products. This is most often done by the creation of a mythical world which is offered as a superior form of existence. The purchase of the product becomes the key to entering this mythical world. So advertising has effects beyond stimulating the need to buy. In order to create such lifestyl ....

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Exercises
1. Locate the text "Advertising and Persuasion" English equivalents of the following phrases.
today it is hardly possible; over the last ten years; the costs tripled; informed of the existence of the product; modify or improve the product; regarded as a form of competition;
highlight the benefits of the product; achieve sang; possess a wealth of knowledge, have the wrong idea; to inform the audience, to restrict the choice of exhibitions; aim to achieve; to make the final selection; spend a fortune / advertising budget; contain the structure of causality; talk about the status and style; create an ideology; at least; obviously, the work of the imagination; product offer as a solution to the problem; here and there; form of existence; persuaded to buy goods; find out what we think and feel; market research; produce alternative advertising to make the final selection; the target audience; to enter the market; a number of temporary events; fulfill the promise; as in fact things

2. Turn on the Russian language.
to be confronted by advertisements; this claim may be seriously doubted; advertising matters to advertisers; to launch a product; to create awareness; the same applies to; to educate consumers;
to bring into light information; to give greater choice in selection of goods; to improve products for the benefit of the consumer, to try and persuade; to contain statements of opinion; to play on jealousy; equally important functions; it is more likely that; stories with human interest; series of events in time; the actual features of the product; the key to entering the mythical world;
effects beyond stimulating the need to buy; to enjoy broadcasting programmes; ....

3. Using Active vocabulary lesson
a) translated into Russian.
to be confronted by advertisements just about every day of our life; the most important consideration; the same applies; to give greater choice in selection; to improve for the benefit of the consumer, to contain statements of smb's opinion; to feel as if you are missing out; to distinguish between the persuasive and informative elements; to contribute to the launching of an advertising campaign; to encourage competition
b) translated into English.
to question the application; virtually every newspaper; primary function; Chances are that; try to convince customers; criticize; certain times of day; influence attitudes; benefit from advertising; ....

4. Translate the following phrases in the Russian language, paying attention to the use of prepositions adverbs n.
spending has trebled over the last decade - the cost has tripled over the past decade;
to offer one's products as solutions to pro

5. Form a derivative of these words and translate them into Russian.

6. translated into English.
1. Advertising - is information about consumer properties of goods and services in order to create demand and supply.
2. Advertising acquaints us with new products coming on the market, or is reminiscent of the existence of those that we already know.
3. To promote the products on the market advertisers use vivid images and using them act on the imagination of the potential buyer
4. Commercials - it is not easy chain of individual events.

7. translated into English without using a dictionary.
As buyers, we are confronted with advertisements every day and are well aware of what a huge role she graete our w

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