Answer the following questions

a. What are the main kinds of advertising?

b. What main functions of advertising are distinguished?

c. What are the main requirements for the message of an advertisement?

d. What is the traditional structure of an advertisement? How should format elements

be arranged?

e. What does the impact an advertisement makes on the target audience depend on?

Role-play “Making an Advertisement”

You are the members of an advertising department. A new product or service is going to be launched into the market by your company. You are to create an effective advertisement of the new product.

You should:

1.select the product/ service;

2. determine its functions, advantages and benefits, target market;

3. work out the message of the product;

4. work out the layout of your ad: watch the format elements and their arrangement;

5. prepare the artwork of the advertisement;

6. demonstrate your ad to the groupmates.

Watch the ads of your groupmates and try to evaluate them according to the following criteria:

a. the idea (1-5)

b. the layout (1-5)

c. the artwork (1-5)

d. the message (1-5)

e. the effectiveness of the advertisement (1-5)

Vote for the most effective advertisement and choose the best one.

Glossary

Unit I

1. advertising

2. to advertise

3. advertiser

4. advertisement

5. consumer

6. seller

7. improvements

8. purchase

9. buyer

10. competitive

11. reminding

12. initial

13. to acquaint

14. agitating

15. skilful drawing up of the text

16. selection of expressive words

17. to generate requirement for smth

18. to distinguish

19. to convince

20. to support adherence to smth

21. to carry out

22. purpose

23. to be aimed at doing smth

24. direct mail