GLOSSARY. Dwell on the following issues:

VOCABULARY

SPEAKING

Dwell on the following issues:

1. What is the role of advertising?

2. How do you understand the difference between commercial and image-advertising?

3. Make comparison between advertising and public relations. Do they have anything in common? How are they different?

4. What means of mass communication are used for spreading advertising in society? What is the peculiarity of each of them? When is it better to use one means and when others? Why?. Which of them do you find the most effective?

advertising agent – агент по рекламе

advertising agency – рекламное агентство

advertising media – средства передачи рекламы

agreed budget/brief – согласованный бюджет

billboard Am. (hoarding Br. ) advertising – реклама на стендах

сlassified advertisements – систематическая реклама

depict v – изображать

descriptive advrtising – описательная реклама

display n – показ, объявление в рекламе на транспорте

advertisements ~ ads – изобразительные или макетные рекламные объявления

flyer (syn. fly sheet) – листовка, рекламный материал невысокого качества

handbill n – рекламный листок

informative advertising – информационная реклама

institutional advertising – рекламирование достоинств организации

junk mail – «макулатурная» почта (реклама)

mass media – средства массовой информации

misleading advertising – реклама, вводящая в заблуждение

persuasion n – убеждение

spam n практически бесполезная информация (обычно - реклама), принудительно рассылаемая большому числу абонентов электронной почты

sponsor n – фирма, заказывающая радио или телепрограмму в рекламных целях; устроитель, организатор; спонсор

subliminal advertising – реклама, действующая на подсознание

· Advertising – any paid form of nonpersonal communication through the mass media about a product by an identified sponsor.

· Word-of-mouth advertising – a form of advertising whenpeople tell their friends about the benefits of products or services that they have purchased

· Institutional or prestige advertising – a form of advertising which is designed to build up their reputation rather than to sell particular products

· Descriptive advertising – gives the most important facts about the product.

· Persuasive advertising – tries to persuade people that the product which is being advertised has a special quality or usefulness which makes it much better than other similar products.

· Adversisement /advert/ad – an announcement in a newspaper, on television, or on a poster about something such as a product, event, or job.

· Commercials – advertisements on the radio and TV

· Classified advertisements (also classifieds or want ads) – small adverts placed in a newspaper

· Junk mail is advertisements that you receive through the post, which you have not asked for and which you do not want.

· Spam is unwanted e-mail advertisements sent to a large number of people.

· Agreed budget/brief – a statement of the objectives of the advertising campaign

· Media plan specifies which media – newspapers, magazines, radio, television, cinema, posters, mail, etc. – will be used and in which proportions

Список использованной литературы

1. Бедрицкая Л. В. Английский для экономистов. – Мн.: «Книжный дом», 2004.

2. Князева Н. И. и др. Экономика. Шаг за шагом. 1-3 ч. – Мн., БГУ, 2000.

3. Коваленко П. И. Агабекян И. А. Английский для экономистов. – Ростов-на-Дону: «Феникс», 1999.

4. Лазаренко А. М. Сосредоточьтесь на экономике. – Мн.: «Лексис», 2003.

5. 'Advertising' 4th edition, Mandell (Prentice Hall)

6. Carrier Michael. Business Reading Skills. – Thomas Nelson and Sons LTD. – 1985.

7. Barnard Roger, Cady Jeff. Business Venture. – OUP.

8. Bateman T. S. Management Building. Competive Advantage. – MacGraw Hill Co. – 1996.

9. Burke David. Byz Talk. – Optima Books. – 1993.

10. English for Banking. – Москва: «Менеджер», 1997.

11. English for Business. A Functional Approach. – DP Publications LTD. – 1995.

12. Ivancevich et al. Management. Quality and Competitivenes. – Irwin. – 1994.

13. Jones Leo, Alexander Richard. International Business English. – CUP.

14. Horner David, Strutt Peter. Words at Work. – CUP.

15. MacConnel Campbell R., Brue Stanley L. Macroeconomics.– McGraw-Hill, Inc. – 1990.

16. Mac Kenzie Ian. English for Business Studies. – Cambridge University Press. – 2000.

17. Mankiw N. Gregory. Essentials of Economics. – Harcourt College Publishers.

18. Parkin Michael. Macroeconomics. – Addison- Wesley Publishing Company.

19. The Language of Trade (glossary of terms) – USIA.

20. Tucker Irving B. Surwey of Economics. – South Western College Publishing. – 2001.

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