Exercise 11. Write your own advertisements

C. Find three adjectives that mean difficult to believe.

B. Find three adjectives that mean very (very nice).

A. Find four adjectives that mean very big.

Exercise 10.

Exercise 9. Match the word combinations on the right to the ones on the left

advertising campaign products to distribute capital goods application demonstrable corporate advertising direct mail advertising a goods van to deal with a client

usage image advertising provable publicity campaign goods to disseminate investment goods a goods wagon to deal with customers resident mail advertising

Incredible, wonderful, fantastic, great, huge, amazing, giant, unbelievable, enormous, massive

a) on a new product: shampoo, tooth-paste, medicine;

b) a job vacancy for the position of: financial director, office manager, interpreter / translator;

c) on a new restaurant: fast-food restaurant, night club, casino.

TEXT 10. ADVERTISING AS A CAREER IN THE USA

Advertising is any paid form of presentation and promotion of products, services, or ideas by an identifiable indi­vidual or organization. It flour­ishes mainly in free-market, prof­it-oriented countries. It is one of the most important factors in accelerating the distribution of products and helping to raise the standard of living. Advertising cannot turn a poor product or ser­vice into a good one, but what it can do — and does — is to create an awareness about both old and new products and services. So the three main objectives of advertis­ing are: (1) to produce knowledge about the product or service; (2) to create preference for it; and (3) to stimulate thought and action about it.

Careers in advertising may involve working for advertisers, media, advertising agencies, or suppliers and special services. In the opinion of American special­ists, at most, only 35 colleges and universities in the USA have effective courses in advertising education. Fewer than 10 offer any truly significant amount of graduate work in advertising. However, advertising draws peo­ple from a variety of educational backgrounds.

Advertisers. Most companies that advertise extensively have advertising managers, or brand managers. Since these people help to coordinate the company's advertising program with its sales program and with the company's advertising agency, they must have aptitudes for both advertis­ing and management.

Media. All media uses sales­men to sell advertising space or broadcasting time. Media sales­men must be knowledgeable about business and skilled in salesmanship.

Advertising Agencies. A vari­ety of specialists are required in an advertising agency because it develops advertising programs, prepares advertisements, and places them in the media. Those interested in advertising research and fact gathering should know both statistics and consumer psy­chology. Competence in media planning and evaluation is essen­tial for a career in media. The media buyer must identity and determine the most effective media in which to expose the advertising messages, and pur­chase space or time in these media.

Copywriting requires creative writing skills and the ability to visualize ideas. The copywriter is a developer of advertising ideas and messages.

Layout, typography, and visu­alization are essential for those in art, both for print advertising and for television commercials. Print-production Specialists must know about printing, photoengraving, and typography.

Experience in "show business", dramatics, photography, music, playwriting, and allied fields are excellent backgrounds for the television producer.

Also, every agency needs the account executive to be a media­tor between an advertiser and an agency who should have back­ground in accounting and managerial skills.

Supplies and Special Services.

Positions similar to some of those already described are offered by the following services that sup­port advertising: marketing research organizations, television and radio producers, film produc­ers, art studios, photographers, producers of display materials, typographers, photoengravers, and product and package design­ers.

Job Prospects. More than 0.1 % of the U.S. population work in advertising, but their numbers are expected to grow rapidly. Opportunities for rapid advance­ment are generally greater in advertising than in most other industries. How rapidly a person moves up in responsibilities and pay is based largely on his own efforts, more than on age or length of employment. For women, opportunities in adver­tising — at least in advertising agencies and in retailing — tend to be greater than in most other business enterprises.

EXERCISES

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