Language Practice

I. Mind the following words and phrase.

Exhibit, exhibition, exposition, exhibitor, exposure, display, attendance, showcase, show, dedicate, agent, examine, hold, merchant, wares, sponsor, entertainment.

1. Fairs became events devoted to commercial exhibits and entertainment. 2. The exhibits may be agricultural, commercial, industrial. 3. Some fairs are called expositions or exhibitions. 4. Some small fairs last just a few days and involve exhibitors and attendees from a local area. 5. Trade fairs are intended to provide commercial exposure for the products of the exhibitors. 6. World’s fairs have become a showcase for new inventions.7. A newly invented telephone was displayed in 1876. 8. Where and when was the first fair held. 9. Merchants from distant countries would come together, bringing native wares to trade with one another. 10. During the early Christian era, the church took an active part in sponsoring fairs. 11. Some of the fairs limit attendance only to people within the field covered by the fair.

II. Complete the blanks.

1. Activities at … vary widely. 2. Some trade fairs are important business events where products are … to consumer …. 3. Many cities have dedicated … where they hold fairs. 4. In the Middle Ages many fairs developed as … …. 4. Fairs were usually … to a special Christian religious occasion. 6. Some fairs were …, others charged tolls. 7. A trade fair is an … organized for companies to show their latest products. In medieval Europe craft producers visited towns for tradie fairs, to sell and … products. 9. Trade fairs often involve a considerable marketing …. 10. An increasing number of trade fairs are happening online, and these events are called … ….

III. In these sentences certain nouns are printed in bold. Give derivatives of them and fill in the blanks.

1. Most fairs also offer entertainment and cultural activities and promote tourism. Consequently, they give a way to the … of new places. 2. Every country publish a lot of new books every year. And … have opportunities to sell books rights in other markets to other …. 3. Fairs are held in a variety of public places. These … places may be streets and town squares, or even in large private garden. 4. World’s fair is an international exposition that features exhibits dealing with commerce, industry and science. … include national and private companies. 5. A number of famous structures have been constructed for world’s fairs. Costs for trade fairs include space rental, design and … of trade show displays, telecommunications, networking, travel, accommodations and promotional literature. 6. Trade fairs are very popular. And their … increases from year to year. An … number of trade fairs are happening online.

IV. Say whether these statements are true or false, and if they are false say why.

1. Activities at fairs are very limited. 2. Fairs are known by only one name around the world. 3. The fair is an ancient tradition. 4. Fairs are never held in conjunction with a significant event. 5. In the Middle Ages many fairs developed as temporary markets. 6. All fairs are free. 7. All types of fairs can be all people (public). 8. In the U.S. there are currently over 2500 trade shows held every year. 9. Modern trade fairs follow established only a few years ago. 10. From the late eighteenth century, Industrial Exhibitions in Africa became more common reflecting the technological dynamism of the industrial revolution. 11. Trade fairs never involve a considerable marketing investment by companies companies. 12. Costs include space rental, design and construction of trade show displays. 13. Cities do not promote trade shows as a means of economic development. 14. Trade fairs are never happening online.

V. Answer these questions.

1. What are the goals of fairs? 2. How can you characterize the activities of fairs? 3. What types of fairs do you know? 4. What public places are fairs held? 5. Are fairs often held in conjunction with significant event? 6. What events are mentioned in the text? 7. How can you describe agricultural fair? Trade fair? World’s fair? 8 Are all fairs open to the public? 9. How many trade shows are held in the U.S. every year? 10. What types of fairs more commonly reflect the technological dynamism of the industrial revolution? 11. Do trade fairs involve marketing investments? 12. What are the sources of these investments? 13. What do costs include? 14. How do cities promote trade shows? 15. Do you often visit fairs? 16. What types of fairs do you prefer? 17. What is your attitude to online trade fairs?

Unit 8

ADVERTISING

Word list

Advertising – рекламирование; advert – реклама; message – послание; include – включать в себя; benefit – приносить выгоду; attempt – пытаться, предпринимать; persuade – убеждать; purchase – покупать; consume – потреблять; advertisement – реклама; generate – порождать, вызывать; embed – внедрять; persuasive – убедительный; factual – фактический; media – средство, способ; billboard – рекламный щит; digital signage – цифровая подпись; wall poster – рекламный плакат, постер; display – объявление; manifestation – выражение; trace back – восходить; cobbler – сапожник; miller – мельник; tailor – портной; blacksmith – кузнец; horse shoe – подкова; flour – мука; cart – телега, повозка; wagon – повозка, фургон; proprietor – собственник, владелец; street caller (town cryer) – глашатай; announce – извещать, объявлять; whereabouts – местонахождение; convenience – убеждение; handbill – рекламный листок; affordable – доступный; promote – рекламировать; eventually – в конце концов; mail-order – заказ по почте; brief – краткий; civic group – общественная группа; pursue – cледовать; dotcom – интернет-компания; coupon – купон, дающий право на скидку; free access – свободный доступ; search engine – поисковик; relevant – соответствующий; unobtrusive – ненавязчивый; guise – облик; inundate-web popup – всплывающая реклама; receipt – чек; non-profit organization – бюджетная организация

Text study

Advertising is a form of communication used to help sell products and services. Typically it communicates a message including the name of the product or service and how that product or service could potentially benefit the consumer. However, advertising does typically attempt to persuade potential customers to purchase or to consume more of a particular brand of product or service. Modern advertising developed with the rise of mass production in the late 19th and early 20th centuries.

Many advertisements are designed to generate increased consumption of those products and services through the creation and reinvention of the “brand image”. For these purposes, advertisements sometimes embed their persuasive message with factual information. There are many media used to deliver these messages, including traditional media such as television, radio, cinema, magazines, newspapers, video games, billboards, mail or post and Internet. Today, new media such as digital signage is growing as a major new mass media. Advertising is often placed by an advertising agency on behalf of a company or other organization.

Money spent on advertising has increased dramatically in recent years. In 2007, spending on advertising has been estimated at over $150 billion in the United States and $385 billion worldwide, and the latter to exceed $450 billion by 2010.

History. Egyptians used papyrus to make sales messages and wall posters. Commercial messages and political campaign displays have been found in the ruins of Pompeii and ancient Arabia. Lost and found advertising on papyrus was common in Ancient Greece and Ancient Rome. Wall or rock painting for commercial advertising is another manifestation of an ancient advertising form, which is present to this day in many parts of Asia, Africa, and South America. The tradition of wall painting can be traced back to Indian rock art paintings that date back to 4000 BCE.

As the towns and cities of the Middle Ages began to grow, and the general populace was unable to read, signs that today would say cobbler, miller, tailor or blacksmith would use an image associated with their trade such as a boot, a suit, a hat, a clock, a diamond, a horse shoe, a candle or even a bag of flour. Fruits and vegetables were sold in the city square from the backs of carts and wagons and their proprietors used street callers or town criers to announce their whereabouts for the convenience of the customers.

As education became an apparent need and reading, as well printing developed, advertising expanded to include handbills. In the 17th century advertisements started to appear in weekly newspapers in England. These early print advertisements were used mainly to promote books and newspapers, which became increasingly affordable with advances in the printing press. However, false advertising and so-called “quack” advertisements became a problem.

As the economy expanded during the 19th century, advertising grew alongside. In the United States, the success of this advertising format eventually led to the growth of mail-order advertising.

In June 1836, French newspaper La Presse is the first to include paid advertising in its pages, allowing it to lower its price, extend its readership and increase its profitability and the formula was soon copied by all titles.

At the turn of the century, there were few career choices for women in business; however, advertising was one of the few. Since women were responsible for most of the purchasing done in their household, advertisers and agencies recognized the value of women's insight during the creative process.

In the early 1920s, the first radio stations were established by radio equipment manufacturers and retailers who offered programs in order to sell more radios to consumers. As time passed, many non-profit organizations followed suit in setting up their own radio stations, and included: schools, clubs and civic groups. When the practice of sponsoring programs was popularised, each individual radio program was usually sponsored by a single business in exchange for a brief mention of the business' name at the beginning and end of the sponsored shows. However, radio station owners soon realised they could earn more money by selling sponsorship rights in small time allocations to multiple businesses throughout their radio station's broadcasts, rather than selling the sponsorship rights to single businesses per show.

This practice was carried over to television in the late 1940s and early 1950s. A fierce battle was fought between those seeking to commercialise the radio and people who argued that the radio spectrum should be considered a part of the commons – to be used only non-commercially and for the public good. The United Kingdom pursued a public funding model for the BBC, originally a private company, the British Broadcasting Company, but incorporated as a public body by Royal Charter in 1927.

The late 1980s and early 1990s saw the introduction of cable television and particularly MTV, pioneering the concept of the music video. As cable and satellite television became increasingly prevalent, specialty channels emerged, including channels entirely devoted to advertising, such as QVC, Home Shopping Network, and Shop TV Canada.

Marketing through the Internet opened new frontiers for advertisers and contributed to the “dot-com” boom of the 1990s. Entire corporations operated solely on advertising revenue, offering everything from coupons to free Internet access. At the turn of the 21st century, a number of websites including the search engine Google, started a change in online advertising by emphasizing contextually relevant, unobtrusive ads intended to help, rather than inundate, users.

Advertising, in its non-commercial guise, is a powerful educational tool capable of reaching and motivating large audiences. “Advertising justifies its existence when used in the public interest - it is much too powerful a tool to use solely for commercial purposes” − Attributed to Howard Gossage by David Ogilvy.

Commercial advertising media can include wall paintings, billboards, street furniture components, printed flyers and rack cards, radio, cinema and television adverts, web banners, mobile telephone screens, shopping carts, web popups, skywriting, bus stop benches, human billboards, magazines, newspapers, town criers, sides of buses, musical stage shows, subway platforms and trains, stickers on apples in supermarkets, shopping cart handles, the opening section of streaming audio and video, posters, and the backs of event tickets and supermarket receipts. Any place an “identified” sponsor pays to deliver their message through a medium is advertising.

In the world of advertising, selling products is the most important goal. As companies are becoming more global, they are looking for new ways to sell their products all over the world. It is true because of global communication, the world is becoming smaller today.

But it is also true that the problems of global advertising problems of language and culture − have become larger than ever.

To avoid the problems of translation, most advertising firms are now beginning to write completely new ads. In writing new ads, globe advertisers must consider different styles of communication in different countries. In some cultures, the meaning of an advertisement is usually found in the exact words that are used to describe the product and to explain why it is better than the competition. This is true in such countries as the United States, Britain, and Germany But in other cultures, such as Japan's, the message depends more on situations and feelings than it does on words. For this reason, the goal of many TV commercials in Japan will be to show how good people feel in a party or some other social situation. The commercial will not say that a product is better than others. Instead, its goal will be to create a positive mood or feeling about the product.

Global advertisers must also consider differences in laws and customs. For instance, certain countries will not allow TV commercials on Sunday, and others will not allow TV commercials for children's products on any day of the week.