Contents. 1. Unit I “The Nature of Advertising ” .5

1. Unit I “The Nature of Advertising ”………...………………………….5

2. Unit II………………………….……………………………………….12

a. Reading 1 “The Contents of Advertisement”....................................12

b. Reading 2 “The Message of Advertisement”………………………17

c. Reading 3 “The Structure of Advertisement”………………………22

d. Informative Reading “Cherry 7-Up Targeted at Youth Market”…...29

3. Test Yourself……………………………………………………………31

4. Glossary…………………………………………………………………33

5. Supplement……………………………………………………………….36

Unit 1.

“ The Nature of Advertising”

Pronunciation

1. Note the pronunciation of the following words:

a. advertising

b. consumer

c. improvement

d. buyer

e. purchase

f. informative

g. competitive

2. Watch the pronunciation and spelling of these words:

a. reminding

b. initial

c. agitating

d. requirement

e. to distinguish

f. function

g. propaganda

Warm-Up

Study the following definitions of the word “advertising”, find similarities and differences, work out your own definition based on the given ones.

a. The activity or business of telling people publicly about a product or service in order to persuade them to buy it on TV, in newspapers, etc. (Longman Dictionary of Contemporary English).

b. The promotion of goods or services for sale through impersonal media, such as radio or television (Collins English Dictionary).

c. The business of encouraging people to buy goods by means of advertisements (Longman Dictionary of English Language and Culture)