By G. C. Thronley. Even when the paper for the advertisement has been chosen, the work has hardly begun

Even when the paper for the advertisement has been chosen, the work has hardly begun. There are the questions of the actual words to be used, and the size, shape and arrangement of the letters. How will the reader's eye be caught? A picture may help, but what sort of picture? Of course the picture of a pretty girl (who has no connection with the subject at all) may increase the sales of coal or railway tickets, but her picture must be placed in the best position. On which page of the newspaper will the advertisement appear? Some pages cost more than others, but they are the pages noticed by most readers. Such problems as these must be studied by the advertising specialist who wants to keep his business.

He must also study the question of colour in advertisements. Is it worth the extra cost? A coloured picture gives a much better idea of a woman's dress than a black-and-white drawing does. But extra attention which colour commands is in fact less than the extra cost of printing it, and the advantages of coloured advertisements haven't been proved. The study of this subject has not brought very clear results.

In hot weather green and blue seem to be preferred by the public to red; but red is not preferred to green and blue in the winter! It was once thought that men liked blue better than red; but numbers of men wear red neckties, especially with grey suits. It was also believed that women preferred red to blue; yet a lot of blue hats are sold to women and girls. In any case, who can possibly tell what a woman will choose in a shop?

The question of the best colours to use in letters of an advertisement has also been studied. For reading at a distance black letters on yellow are the clearest, and black on white are the next best. It has been shown that red and yellow walls make a room look small, but they may be the best colours for large rooms. Green or blue often make a room look larger than white does. But the final results of the effects of colour on the mind have not been determined.

Of course the advertiser may decide not to use the newspapers, but to put his notice on the side of a bus, or in a railway station, or in an underground train, or beside a road, where it will be seen by city walkers as they go to their offices day after day. The modern world provides other ways of persuading the public to spend their money. The first television service started in Britain did not, and does not advertise. It must not. It takes a pride in not advertising! If you are listening to the music of a great pianist, you will never be able to see what kind of piano he is playing, even when the television camera is pointing straight at his hands. The name of the maker of the piano is just not there.

2. Выпишите незнакомые слова из текста и выучите их. Затем переведите следующие слова и выражения:

рекламировать, рекламодатели, рекламное объявление, отрасль рекламы, менеджер по рекламе, вывеска, размер, форма, расположение, на расстоянии, воздействие на мозг, определить, изучить, бросаться в глаза, не иметь отношения к, увеличивать, размещать, замечать, появляться, вести дела, стоить лишних расходов, убедить, указать, предпочитать, доказать, владеть вниманием.

3. Ответьте на вопросы по тексту в письменной форме.

1. How should the words be designed if you want the reader's eye to be caught?

2. What is the connection between the picture of a pretty girl and the sales of coal or railway tickets?

3. On which page of the newspaper will the advertisement appear?

4. Is colour in advertisements worth the extra cost?

5. Have the advantages of coloured advertisements been proved?

6. Which colours seem to be preferred indifferent weather and season?

7. What are preferences of men and women in colour?

8. What are the effects of colour on the mind?

9. What are the alternatives to the use of newspapers for the advertiser?

10. Why is television service in Britain takes a pride in not advertising?

4. Прочтите определения и отгадайте термины, используя пропущенные буквы.

1. _ a _ _ e _ i _ _ _ i _: Product, price, promotion and place are this.
2. _ _ a _ _: The name of a product or group of products.
3. a _ _ i _ a _ _io _ _: The hopes and wishes of consumers.
4. _ o _ _ u _ e _ _: The people who buy or use the products.
5. _ i _ _ _: What sales reps or adverts do when they sell a product.
6. _ o _ o: The symbol of a company found on its products.
7. _ a _ _ e _ e _ _: The people who market the products.
8. a _ _ e _ _ i _ e: To promote the product.
9. _ o _ _ e _ i _ o _ _: Other companies selling the same products.

5. Подберите соответствия глаголов и существительных. Переведите словосочетания на русский язык.

6. Переведите на английский язык

1. выиграть в соревновании; 2. управлять кампанией; 3. предприятие, которое рекламирует; 4. каждый член группы продавцов; 5. рекламная кампания; 6. тематическая реклама; 7. световая реклама; 8. сопутствующее продвижение товаров; 9. определенная компания; 10. убеждать покупать изделия.

ВАРИАНТ 5

1. Прочитайте и письменно переведите текст.

" THE TOWN CRIER"