Advertising as persuasion реферат

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The plan of t he lesson

Teacher: Melnikova K.S.

Subject: Professional English Group: FL 38

Theme: advertising. The degrees of comparison of adjectives

The aims of the lesson:

Practical: to assimilate the new material on a theme “Advertising” and to fix the grammatical themes (Adjective and its comparison forms)

Educational: to develop students’ mental abilities, creative thinking, and imagination;

Up-bringing: to bring up interest to the subject; to form conscious relation to the subject;

Type of the lesson: the lesson of suistanble integrated application of knowledge ways of activity

Form of the lesson: reading, listening, speaking, writing

Relations with other subjects: English Grammar and Phonetics, Practice of Speech, Home reading;

Link to practical education: to develop students’ special competence and professional competence

Equipment: Inter active white board, book, copy

R.Murphy. Essential Grammar in Use. A self-study reference and practice book for intermediate students of English. – Cambridge, 2000.

Clive Oxenden, Christina Latham-Koenig ”New English File”, Pre-Intermediate. Student’s book, workbook, teacher’s book. - Oxford University Press, 2005.

The beginning of the lesson____________________________________________________________________________________

Classroom expressions. Good morning, everybody. How’s life? How’re the things with you? Now we can get down to work. I’m waiting for you to be quiet. First of all today I’d like to begin with presentation of our lesson plan. Teacher introduces the topic by focusing on famous logos.

Teacher: Look at these logos/ pictures, name the company and try to define the product they make. (slide 1)

Today we have an open lesson which is called “Advertising”. At the lesson we’ll talk about the advertisement and how it is demanded in our country. (slide 2)

Speech and oral exercises_________________________________________________________________________________

Here you can see some quotations made by some famous people about advertising. Read them. And pay your attention to the last one.

“Many a small thing has been made large by the right kind of advertising.” (Samuel Johnson)

I’m going to ask you to comment how you understand this quotation.

This quote means that if you advertise something well, even unimportant things can seem important and attractive.

If you want to speak about advertising, it’ll be very useful to give the definitions of this word and some other related words. (slide 3)

Students are giving the definitions of the words

Teacher: Can you tell me what do the words “the advertisement”, “the commercial”, “the advertiser” and the “advertising” mean?

An advertisement – is a paid announcement, as of goods for sale, in newspapers or magazines, on radio or television, etc.

A commercial – is the synonym of the advertisement.

An advertiser – is a person, company, organization that advertises something, especially in the media.

Advertising is the act or practice of calling public attention to one’s product, service, need, etc., especially by paid announcements in newspapers and magazines, over radio or television, on billboards, etc. (slide 4)

is a form of communication intended to persuade an audience (viewers, readers or listeners) to purchase or take some action upon products, ideas, or services. It includes the name of a product or service and how that product or service could benefit the consumer, to persuade a target market to purchase or to consume that particular brand . These messages are usually paid for by sponsors and viewed via various media. Advertising can also serve to communicate an idea to a large number of people in an attempt to convince them to take a certain action.

Finding the goods and products in the pictures.

Teacher: Look at the picture and find as many names of products and goods as you can. (slide 5)

Review___________________________________________________________________________________

Answering questions (slide 6)

Students, let’s look at the board and answer the questions

Do we need the advertisements? Why? Why not?

How often do you watch the advertisements?

What kind of advertising do you think is the most effective: print, television, transport, outdoor, Internet?

Does advertising affect on the choice of products you buy?

b) The results of the research of the most frequently advertised product in our country and the product which is sold in the most amount in our country/

Teacher: Kirill, I know that you have found the research result of the most frequently advertised product in our country. Let’s have a look at it. (slide 7)

Andrey: 1) Carbonated soft drink Coca-Cola

2) Chewing gum – Orbit

3) Chocolate – Snickers

4) Chewing candy – Skittles

5) Chocolates –M & Ms

6) Automobile Corporation – Toyota

8) Chocolate bar – Twix

9) Shampoo – Wash and go

10) Washing powder – Tide

Teacher: Almira, you have found the research result of the best-selling products in the world. Let’s listen to you.

Introduction a new material_________________________________________________________________________________

Speaking. Imagine that you are a civil servant. (slide 9)

Teacher: We can see or listen to the advertisement on TV, radio, billboards on the street. And, of course, for showing the advertisement the advertisers should follow the laws, and now let’s imagine that you are civil servants who work in the government and you are going to make some laws for the advertisement. For example, the advertisement should be shown only in the limited period of hour a day from 9 a.m. to 6 p.m.

Complete the sentences

Teacher: Look at the sentences and choose the right variant. (slide 10)

When I first started working in business, advertising was much less important/ the most important than it is nowadays and our budgets weren’t anything like a big/ bigger as they are now. Companies now realize that marketing is more complex/ complexer because there are so many different kinds of media. For example, the internet is one of the fastest/ most fast ways of launching a new product, especially to young people. At the click of a button you can send out adverts. It’s also cheaper/ cheapest than the television reaches the higher/ highest number of people at once but in many cases Internet advertising can be just as effective than/ as TV. For example, by choosing the right websites you are more/ most likely to reach your target market.

(To do the task is given 2 minutes and after that is checked up by the answers on the interactive board).

Finding the meanings to the words (slide 11)

Teacher: Today we have some new words which are concerned with our theme “the advertisement”. Let’s have a look on them and translate. There are also given definitions to these words, so let’s try find them.

Sponsorship commercial promote misleading slogan endorse logo

Commercial – реклама, рекламный

Promote – продвигать, содействовать

Slogan – слоган, лозунг

an advert on TV or radio

financial support a company gives in order to get publicity for themselves

a short phrase that is easy to remember

to say publicly that you support or approve of something

giving the wrong idea or impression

special design/ symbol that a company puts on all its products or adverts

to try to sell a product, e.g. by special advertising

We know that pictures and slogans are often used in advertisements. And they’re very important because they must attract our attention.

Now I want you to work with some very famous advertising slogans.

Watching TV, hearing over the radio and going along the streets of our city we find many slogans.

Maybe you remember some famous Russian slogans, for example: “ Новое поколение выбирает Пепси ” or “ Не тормози , сникерсни ”.

So now look at this slide. Here you can see the names of some famous brands and some slogans. Your task is to match them.

I think it won’t be so difficult because you have already herd or seen some of them.

That’s why I give you some minutes to do this task. You can discuss it in a pair. (slide 12)

Listening conversation and answering questions (slide 13)

Teacher: We are going to listen to three conversations about the advertisements of different products. Before listening to them, let’s read the questions which you have to answer after listening:

What type of product is advertised in each one?

A car; 2. A soft drink; 3. A washing powder

What brand was advertised?

Ford; 2. It doesn’t say; 3. He doesn’t remember;

Did the speaker enjoy the advert?

Yes, he enjoyed; 2. Yes, she enjoyed; 3. No, he didn’t.

What adjectives did they use to describe the adverts?

(Eye-catching, attention-grabbing, recognizable, effective, persuasive, inspirational, dull, irritating)

Teacher: Now I want to make a short test: “How well do you remember the adverts? (their melodies). Students, listen to the melodies of the advertisements attentively and raise your hand if you know whish product advertisement is the melody from

Soft drink Coca-Cola

Chewing gum Eclipse

Internet Browser Google Chrome

Coffee Jacobs Monarch

The cat’s food Whiskas

Teacher: Students, you have to divide into 2 groups and we’ll play such kind of debate by proving the themes “Advertisement is good for people” or “Advertisement is bad for people”. The first group will try to prove that “Advertisement is good for people” and the second group will try to prove that “Advertisement is bad for people”.

(To do the task is given 5-7 minutes and after that one from each group comes ant tell their reports). (slide 14)

Extra: *Making the advertisements (slide 16)

Teacher: Let’s make the advertisements in pairs. You may choose any product, goods or company you want

and make the advertisements. You have 3-5 minutes. Don’t forget about all features of a successful ad.

Use your imagination and creative skills as much as you can.

Giving home task

Students have to find modern proverbs and expressions (wisdoms) about the advertisement and also to write a short essay about advertising in your life, what it means for you, if it is important for you and if you follow some ad advice; also you should repeat the degrees of comparison of adjectives. (slide 17)

The results of the lesson

Giving marks to students, comment them.

Dear students! I’d like to thank you for your work. You were really great! May be, we haven’t answered the main question of our lesson yet: advertisement is it good or bad? But I think advertising is a part of our life. We must admit the fact that sometimes adverts help us to choose something. Because of advertisement we have free television. I hope you have learnt much and perhaps will use your knowledge of English in the future.

Theme: advertisement. Degrees of comparison of adjectives

Look at the sentences and choose the right variant.

When I first started working in business, advertising was much less important/ the most important than it is nowadays and our budgets weren’t anything like a big/ bigger as they are now. Companies now realize that marketing is more complex/ complexer because there are so many different kinds of media. For example, the internet is one of the fastest/ most fast ways of launching a new product, especially to young people. At the click of a button you can send out adverts. It’s also cheaper/ cheapest than the television reaches the higher/ highest number of people at once but in many cases Internet advertising can be just as effective than/ as TV. For example, by choosing the right websites you are more/ most likely to reach your target market.

Theme: advertisement. Degrees of comparison of adjectives

Look at the sentences and choose the right variant.

Theme: advertisement. Degrees of comparison of adjectives

Look at the sentences and choose the right variant.

Theme: advertisement. Degrees of comparison of adjectives

Look at the sentences and choose the right variant.

Если у вас стрессы, приобретайте универсальный кактус!

Если у вас аллергия, приобретайте универсальный кактус!

Если вы быстро утомляетесь, приобретайте универсальный кактус!

Если вам не с кем общаться, приобретайте универсальный кактус!

Универсальный кактус очень неприхотлив. Принеся кактус домой можно поставить его на подоконник и благополучно забыть о нем на две недели. Поливать растение нужно 1-2 раза в месяц, а подкармливать и того реже - 1 раз в год. Такой режим поможет вас сэкономить энергетические и денежные затраты.

Темно-зеленый цвет кактуса и его продолговатая форма успокаивают нервную систему.

Если у вас плохое настроение или вы утомились после напряженного рабочего дня, подойдите к кактусу и выскажите ему все, что у вас наболело. Это благодарный и безответный слушатель, поэтому вы можете говорить ему все что вам угодно вплоть до ругательств и угроз. Однако при этом не размахивайте сильно руками вблизи растения.

Если у вас аллергия на цветочную пыльцу, не беспокойтесь. Универсальный кактус никогда не зацветет, сколько бы вы ни старались.

Если у вас есть компьютер или телевизор, благодаря кактусу вы можете продлить время пребывания перед их экранами. Нужно просто поместить растение вблизи вышеназванных объектов, и оно будет поглощать вредные для человеческого организма излучения.

Что касается размножения универсального кактуса, то через год у вас уже будет 5 новых кактусов!

Если вы еще не приобрели кактус универсальный, не отчаивайтесь! Это можно сделать в нашей фирме по адресу:

Если у вас стрессы, приобретайте универсальный кактус!

Если у вас аллергия, приобретайте универсальный кактус!

Если вы быстро утомляетесь, приобретайте универсальный кактус!

Если вам не с кем общаться, приобретайте универсальный кактус!

Темно-зеленый цвет кактуса и его продолговатая форма успокаивают нервную систему.

Что касается размножения универсального кактуса, то через год у вас уже будет 5 новых кактусов!

Если вы еще не приобрели кактус универсальный, не отчаивайтесь! Это можно сделать в нашей фирме по адресу:

Алматинский государственный гуманитарно-педагогический колледж № 2

We are bombarded daily with a variety of communicative devices that attempt to influence our thoughts, behaviors, and attitudes in some way. The primary role of this advertising methodology is to persuade, to change the way we construct a certain meaning in our head. Persuasion is a very powerful tool in affecting our idea of how, what or who people should be. The media uses this tool in an attempt to create a need for their product in society. In the ad for Orthro Tri-Cyclen birth control pills they focus on the added benefit their product has over other birth control pills and topical skin medications. The producers try to entice the consumer into using their brand by promising extra rewards. The strategy producers employ to execute this persuasion and the effectiveness of that strategy will be identified and analyzed through the advertisement for Ortho Tri-Cyclen birth control pills.

Advertisers use a variety of techniques to modify our thoughts, beliefs and actions. One such strategy is the source used to transmit their message. We, as consumers, judge the source and formulate an opinion about the product based partly on their representation of it. There are three main categories, or source characteristics, we use to analyze a source, credibility, similarity and attractiveness. In this ad for Ortho Tri-Cyclen the source is the young woman who serves as a spokesperson for the company. I will use the characteristics mentioned above to assess the source presented.

Credibility is an essential factor to a communicator s effectiveness. Their message is believed to have a greater influence if they are perceived as credible sources. Credibility is dependent on a source s believability, which in turn depends upon five sub-factors: competence, trustworthiness, extroversion, composure, and sociability (DeFleur, Kearney &Plax, 1998). This source s credibility is questionable because she is in no way presented as being an expert in either birth control or dermatology. Any knowledge she has on the subject is assumed to be through experience. However, she is not professing a superior position of I know what is best for you . Rather she is in the position of it worked for me and it could work for you . Trustworthiness is hard to measure in this ad because we have no inclination to trust or to not. Our trust is constructed from the fact that she uses or has used the product and has a flawless complexion with no children to show. Extroversion is not a determinant of credibility in this case because it is impossible to tell how outgoing or bold the source is with our limited perspective. The composure of the source refers to their emotional state, if they are confident and poised and relaxed, they show more reliance in the product they represent. She is all of these things, which reflects her assurance in her product. She also sends signals of nonverbal immediacy, leaning forward, giving direct eye contact and smiling. This makes her sociable, she seems friendly and caring, just through her body language. It is as though she is making a personal recommendation to each one of us. She appears completely sincere and so we tend to give her a high credibility rating, and believe in the product she represents.

There are several other components that are used to analyze a source in an advertisement. One of the source characteristics is attractiveness. In our society, it is an unspoken fact that, what is pleasing to the eye has more value. Meaning, the more relative attractiveness sources have determines, in part, their effectiveness. The source in this ad is of average attractiveness. However, her overall appearance is polished. Her hair is neatly done in a contemporary style, she is well dressed in a casual way and has very natural make-up on. She is a typical young woman, offering advice on a birth control method that will help your complexion too. Her attractiveness is also a part of the degree of similarity she has to her intended receivers. Similarity is important because the product will be more easily accepted and adopted if the consumer identifies with the spokesperson. If the consumer relates to the source, the message given by the source becomes more relevant. It is for this reason that ads are becoming increasingly targeted at a specific audience (Ross Altarac, 1999). Attractiveness and similarity are valuable in establishing the capability of the source in delivering an effective message to consumers.

Message strategies are tools used by advertisers to persuade consumers and to effectively promote their product. Some are designed to accommodate this theory of specificity. There are two routes an advertiser can take in the persuasion process, central and peripheral (Donnerstein, 1999). In this ad the central route is used, making what is presented more important than who is presenting it. The audience is more critical of persuasive appeals because they have some knowledge of the product, and so they think carefully about the message. In this ad, the message focuses on the phrase, “If you decide to take the Pill, why not take the only one that helps your skin look better too?” They need to convince their consumers that there is some benefit to using their product. This “reward for behavior” technique is a prosocial Behavior-Alteration Technique. The prosocial technique is defined by messages of a certain kind, congruent with the message presented in this ad, that motivate people to yield to a particular influence (DeFleur, Kearney & Plax, 1998). Messages include phrases like, “It will help you” and “You will get a reward if you do”(DeFleur, Kearney & Plax, 1998, p.297). In this ad, the benefit of using Ortho Tri-Cyclen is better looking skin. It is a very rational appeal. In lecture, Shari Ross Altarac addresses Maslow s hierarchy of needs, and how ads address people at different levels. According to Maslow, people are inclined to satisfy the lower level needs first. This message is directed at more than one level on Maslow s diagram, Safety needs, and Social and Esteem needs. The use of the Pill in any case concerns safety needs, and the security of having protection against unplanned pregnancy. They build brand preference by linking their product onto these needs (Ross Altarac, 1999). The benefit of having better looking skin covers both the Social needs and the Esteem needs. Acne and other skin blemishes are a social stigma, and so the promise of better skin heightens a sense of belonging, which in turn raises self-esteem. Good looking, clear skin is more socially acceptable, and so is sought in many different ways by many different people. This is the essence of their Pill, it not only protects but it reduces acne, in most women, and acne is a problem that most women have to deal with at some point in their life. So, using this Pill over others conquers two problems in one dose.

The company uses a plain-folks pitch to reach their audience. The plain-folks pitch places the product in a normal environment, and associates it with simplicity. It appeals to an average person, in this case an average woman who suffers from acne and needs birth control. The source has takes the position of being an example of how well the product works. She is a representation of the positive effects the product could potentially have on any woman. The woman in this ad is easy to relate to and so women buy into the slogan. This ad uses very subtle persuasion. They are making a recommendation, without being forceful or adamant. It is well known that many other contraceptives are available, with this in consideration the producers of the ad claim that if this is the option chosen, their brand has an advantage.

The audience targeted by this ad is young women who are interested in finding a contraceptive to use, who also happen to have acne problems. This is specifically stated in the written accompaniment of the ad reading that Ortho Tri-Cyclen is ” a good choice for women with mild to moderate acne” whose previous attempts to clear their skin have failed. The targeted audience is also illustrated in other aspects of this ad. Most obviously, this ad is designed for women. Accordingly, a woman spokesperson is used, more specifically a young, attractive, poised, married woman. The benefit of having better looking skin suggests that the producers are targeting an audience of younger women, since acne is most common in teenage girls. The wedding ring on the finger of the source is a small detail that accords with the societal belief that pre-marital sex is unacceptable. By having the source in this birth control ad wear a wedding ring, they are safeguarding themselves against any criticism of encouraging sexual activity before marriage. Therefore, this ad may be targeted at newly wed women. This ad is very effective because it plays on the insecurities of young women. The advantage of having better looking skin is a very lucrative reward for using this product. The subtlety of this ad is also very attractive to a consumer because the product is not pushed at you. Many people, especially teenagers resent getting told what is best for them, and will often rebel from it for spite. This ad recognizes this and so recommends that if this is the choice made, this is the most beneficial product to use, it gives the consumer something to consider.

For this reason, I think this ad would be effective with college students. College students, in general, want to be in control of their lives and so giving them room to make their own decision makes the ad more favorable. The fact that Ortho Tri-Cyclen treats two things at once also draws students to this product. Money is a valuable and scare commodity among college students, therefore a Pill that cleared their skin while serving as a contraceptive is a wise investment, over buying two products to do the same job. Stating the advantages of birth control pills versus other contraceptives could raise the effectiveness of the persuasion on students. Safety is a big concern for women in college who choose to be sexually active, so addressing the effectiveness of the Pill alone is more convincing. The prosocial aspect of the persuasion is a key factor in reaching college students. Receiving an extra benefit, even if it is expected, is always advantageous to the prospective buyer.

After analyzing this ad it is evident, that persuasion is a very complex process. Many different components contribute to the effect a message will have on its intended receiver, and in advertising the efficacy of the message will hopefully bring about the desired change. A main objective of advertising is creating brand preference and Ortho Tri-Cyclen accomplishes this by offering an added benefit to using their product. They attach their product to the intrinsic human needs of safety and acceptance, as described by Maslow. The source used is appropriate for the purpose of the ad, in that she effectively represents the product without overshadowing it, and appeals to the target audience of average women with average concerns. Although the persuasion in this ad is very discreet, it is only part of a grand scheme that successfully reaches it s intended audience.

The influence of advertising in the mass media market has both advantages and disadvantages. On the plus side is the fact that people get an incredible variety of information, entertainment and culture at minimal cost. The disadvantage is that nearly all of America’s mass communications are heavily overloaded with commercial or persuasive messages.

All advertising contains both information and persuasion. The classified advertisements in the daily newspapers are almost pure information. So are most of the supermarket specials.

In Latin ad (vertere) means to turn the mind towards something. The American Marketing Association points out that advertising are tools of marketing along with the product price, distribution and personal selling. It also reminds us that advertising can be used as promote ideologies and services. This kind of promotion is non-personal – it is directed To Whom It May Concern and therefore it is effective because the audience is very receptive to it.

The first function of advertising is to distinguish among identical products. This attempt was exercised at the end of the 39 th century by means of brand name identification. It seemed that the brand name would become synonymous with the product or its quality. Today when we ask for Coca-Cola, Klinex or Xerox- it is due to this particular function of advertising.

While brand names were an effective advertising technique, something more was required to establish the product difference in the public mind. From the realm of political campaigning advertisers borrowed the slogan – a catchy summary of the product. Thus, the company Pears’ Soap updated itself instantly with a catchy Good morning, have you used Pears’ today?

The slogan gave way to the jingle, which was set to music and rhyme. Winston tastes good, like a cigarette should is an evident though an ungrammatical example.

The next technique applied to advertising was brand image. Its aim was to create an image for a product that puts it a little above the competition and hence makes it more desirable. Since the late 1960, a new concept has come to national advertising called positioning. Positioning consists of segmenting a market by persuading the customer that the new product will meet the needs of a selective group. Positioning recognizes the differences in people as individuals and the impossibility of any product capturing the entire potential market.

1. Объясните, как вы понимаете следующее:

National advertising, persuasive advertising in the USA, brand image, a gaily jingle, slogan, positioning in advertising.

2. Ответьте на следующие вопросы:

1) What advantages has advertising in the USA?

2) What does the advertising contain?

3) What was the meaning of advert in Latin?

4) What was the first function of advertising?

5) What are the main techniques applied to advertising?

3. Найдите в тексте следующие словосочетания:

влияние рекламы на средства массовой информации, невероятное количество, средства массовой информации перегружены, это напоминает нам, попытка была предпринята, казалось, что название марки станет синонимом, отличия продукта в массовом сознании.

most powerful and long-living icons that dominate the American landscape.

Advertising, like it or not, is everywhere. It is on buses, billboards and

hot-air balloons. It invades our living rooms, our classrooms and almost every

aspect of human life. The average American is exposed to 115 advertisements

during their morning commute. With this much exposure to the consumer market,

one wonders weather or not this is good or bad for the population at large. Not

surprisingly, professionals have disputed advertising?s effect across the

globe. In this paper I do not want to look at the effects of advertising as much

as the techniques in which the advertisers choose to convey their message. I

intend to argue and support that the several techniques used by advertisers are

underhanded and, in some cases, downright unethical. Advertisers use several

different techniques for selling products. One can analyze these as persuasive

techniques. This first point summarizes the oldest and most conventional

persuasive techniques Most are considered perfectly ethical at first glance, but

when you examine them further, things are not always as they appear. Two of

these techniques include the plain-folks pitch, and snob appeal. These two

techniques are used quite often. Both hope to attract your attention by getting

you to establish a need for the products. In the Plain-folks pitch, advertisers

try to make things appear much simpler than they are. An example of a typical

Plain-folks pitch is Toyota?s current pitch, ?Everyday?; as in everyday

people drive Toyota cars. The Snob approach, on the other hand tries to make you

believe that upon the purchase of their product you will be accepted into the

elitist society in which you always aspired to be a part of. These

advertisements are used when advertising most luxury items. Another approach is

the Bandwagon effect. This approach preys on the ?keeping up with the Jones?

fear that most people possess. It also relates to the feeling that if it is good

enough for the majority of my peers, it must be good enough for me. Finally, and

perhaps the most unethical technique is the hidden fear approach. This technique

preys on people?s fear to sell a product. It is most abused by the low

involvement products. Deodorant, toothpaste, shampoo and other products that are

easily substituted for by their competitors are extremely guilty for this type

of advertising. A Deodorant commercial even went far enough to say if you did

not use their product, you would be banished by society and forced to live the

remainder of your life as a hermit. These hidden approaches are considered to be

unethical by most experts in the field. These techniques incite irrational fears

in people. The hidden fear approach still it remains as one of the most

successful advertising techniques used. Another way in which one can examine

advertising techniques is through the Association Principle. The Association

Principle is summarized by Campbell as the association of a product with some

cultural value or image that has a positive connotation but may have very little

connection to the actual product. (Campbell 361) This is also a reason that

people are distrustful toward advertisers. Using this principal in advertising

is just another way in which people are tricked into believing that a product is

something that it is not. Cigarettes, when sold in Newport advertisements, are

associated with people who have bright white smiles, who are thin, and who are

having the most amazing time. When in reality, smokers have a forty percent

better chance of being depressed, ninety-five percent of smokers are over

weight, and everybody knows that a smoking turns teeth yellow. This is just a

small example of the association principle, but you can clearly see how it

works. In another example demonstrated in Campbell, The Gallo Wine Company

advertised an entire line of wines featuring two older entrepreneurs as the

owners of the Bartley & Jaymes Company. This company was a total fabrication

that the Gallo Company felt would relate to more of America?s younger

generation of wine drinkers. (Campbell 361) Yet another way to analyze ads as

deceptive selling tools is to analyze them through the Myth Analysis Technique.

Campbell defines this Technique in saying that ads are constructed as an

extremely short narrative that involves some conflict in which the conflict is

solved with incredible ease by the product being advertised. (Campbell 363) A

recognizable example of this is in one of the Miller Lite commercials. In this

situation, a male is shown alone at his house watching a game. Once he opens a

Miller Lite, the room fills with friends, beautiful girls, and the best time

that a popular guy would ever want to have. This commercial, in essence, states

that if you are lonely (Conflict), all that you need to become the popular,

party guy is a case of Miller Lite (Resolution) and your prayers will be

answered. This is totally untrue since a beer will not make you more popular,

and in extreme cases may turn you into an alcoholic. The example given by

Campbell is of the Marlboro Man. He is a representation of the individual rugged

spirit that is sought after by much of the population in our culture and in

cultures around the world. ?A conflict is generated by the audiences implicit

understanding of what is not in the ad—a fast paced, technology-driven urban

world where most smoking actually takes place. This implied conflict between the

natural world and thee manufactured world is apparently resolved by invoking the

image of Marlboro.? (Campbell 363) Through Myth Analysis, Marlboro will

transport any smoker from the technological world in which we live to a world in

which you ride horses and rustle cattle. Advertising is extremely important to

the economy of the world. It drives the market and pays for most of the

entertainment that so many of us Americans Enjoy. It is also the only way that

we are furnished information about new and innovative products. As I hope was

demonstrated in this paper, advertising does come with a price. As targets of

advertising campaigns, we need to be more objective of the messages that are

being fed to us by the corporations of America. If we are not careful, one could

be lead by the media gods down a path of destruction from which there is no

return. As stated in the thesis, advertisers use many underhanded techniques to

Advertising is the techniques and practices used to bring products, services, opinions, or causes to public for the purpose of persuading the public to respond in a certain way toward what is advertised. Most advertising involves promoting goods that are for sale, but similar methods are used to encourage people to drive safely, to support various charities, or to vote for political candidates. In many countries advertising is the most important source of income for the media through which it is conducted.

There are eight principal media for advertising. Perhaps the most basic medium is the newspaper, which offers advertisers large circulations. Magazines, the other chief print medium, may be of general interest or they may be aimed at specific audiences (such as people interested in outdoor sports or computers or literature).

In Western industrial nations the most persuasive media are television and radio. Although in some countries radio and television are state-run and accept no advertising, in others advertisers are able to buy short “spots” of time, usually a minute or less in duration. Advertising spots are broadcast between or during regular programs, at the moments sometimes specified by the advertiser.

The other advertising media include direct mail, outdoor billboards and posters, transit advertising, which can reach the millions of users of mass-transit systems, and various media, including dealer displays and promotional items such as matchboxes or calendars.

For an advertisement to be effective, its production and placement must be based on the knowledge of the public and skilled use of the media. A strategy will combine creativity in the production of the advertising messages with canny scheduling and placement, so that the messages are seen by the people the advertiser most wants to address.

There is no dispute over the power of advertising to inform consumers of what products are available. In a free-market economy effective advertising is essential to a company’s survival.

(“Encyclopedia Britannica”)

TEXT 2. Advertising & Market Research

Advertising affects the consumer in the following ways:

a) Information. A distinction is often made between informative and persuasive advertising. Informative advertising announces a product and gives potential buyers the details they need.

b) Persuasion. All advertisements contain both persuasive and informative elements. The advertising of many consumer goods is almost entirely persuasive in character. The information given is small, but all possible pressure is put on the consumer to buy the advertised product.

c) Maintenance of demand. Without the prodding of the advertisers, consumers would settle for a lower standard of living and far less energy would be put into the task of increasing material well-being.

d) Creating mass markets. The use of mass-production methods often results in lower unit costs. Large-scale production requires large markets, however, and forceful advertising and sales promotion can provide those markets, thus permitting large-scale production, lower costs and eventually lower prices.

e) Quality. The fact that the product has been widely advertised may compel a manufacturer to maintain high standards of quality.

Advertising may be used as a weapon of competition, particularly in a situation where there are only a few sellers, each of whom is trying to increase his share of the market.

Advertising today is not carried out in an accidental way. An advertising campaign is planned with a certain market in mind. If the product is one which is more likely to be sold to young married people in the 25-30 age group, then the campaign will be directed towards that group.

The means through which the advertisement is transmitted to the public is known as the advertising medium. A campaign is normally based not on a single medium, but on a selection of media. The choice of appropriate media is the subject of careful study and analysis.

a) The press (national and local newspapers, general magazines, specialist magazines);

b) Television and radio;

c) Outdoor and transport advertising (billboards and posters in public places, trains, buses, underground stations);

d) Window and point-of-sale displays;

e) Exhibition and trade fairs;

f) Direct mail advertising (circulars and catalogues);

The final choice of media used in a campaign will depend on:

- the social class (socio-economic group) and the age group to which the medium appeals;

- the geographical area covered by the medium;

- the cost of using a particular medium; the number of people reached by the chosen medium.

(L.W.Stafford, “Modern Commercial Knowledge”)

Механическое удерживание земляных масс: Механическое удерживание земляных масс на склоне обеспечивают контрфорсными сооружениями различных конструкций.

Общие условия выбора системы дренажа: Система дренажа выбирается в зависимости от характера защищаемого.

Организация стока поверхностных вод: Наибольшее количество влаги на земном шаре испаряется с поверхности морей и океанов (88‰).

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