The Benefits of Advertising

Text D

History of public relations

I. Прочтите текст и укажите, какие утверждения соответствуют тексту Т (True), а какие нет – F (False):

1. Most business leaders of the 19 ^th century expressed either indifference or contempt for the public.

2. The first school of public relations was established by Edward Bernays in 1923.

3. Lee was the first press agent who was open with reporters and who didn’t try to suppress the news.

4. PR business developed rapidly during World War I.

5. Professionalism in the field of PRs was not needed until recent times.

The use of publicity and press against agents in the 19 ^th century might never have merged into public relations had not been for American corporations. Far from being interested in gaining the public’s goodwill, most business leaders expressed either indifference or contempt for the public.

These attitudes were dangerous during an era when the public was becoming hostile to big business. During the first years of the 20 ^th century investigative reporters began to write sardonic articles about corruption in business and government. Many of these works were carefully documented and first appeared in magazines in 1902 – 4. It was in this social climate that corporations decided to promote themselves in a positive way. Among the first enterprises that sought favorable publicity were the railroads. They hired the Publicity Bureau, a Boston organization founded in 1900. During the next few years several more organizations were founded simply to create good publicity for corporations. Many were started by newspapermen.

One of the leaders in the development of public relations as a profession was Ivy L. Lee, a business reporter for the New York World. In 1903 Lee left his reporting job to manage the campaign of Seth Low for mayor on New York City. The next year he was hired as a press agent for the Democratic National Committee. In the next few years, after organizing a PR firm, he worked as publicity director for the Pennsylvania Railroad and for mine owners in Pennsylvania whose employees were on strike. Instead of trying to suppress the news, Lee was open with reporters.

World War I forced government into the PR business. In 1917 President Woodrow Wilson authorized creation of the Committee on Public Information, headed by George Creel. At a time when there was no radio or television, the committee conducted a national campaign to mobilize public support meetings in major cities as Charlie Chaplin and Mary Pickford arose patriotism.

In the period after the war there was a rapid growth of public relations as an industry. The journalist Walter Lippmann published his book “Public Opinion” in 1922. a year later Edward L. Bernays published “Crystallizing Public Opinion”, the first book on public relations as a profession. Many of today’s large public relations firms were founded in the years immediately after World War I.

After World War II the public relations industrygrew and prospered. By the late 1980s there were more than 2.000 PR firms in the United States and many more in other countries. Proffessonalizaion was encouraged by the founding of the Public relations Society of Americas (PRSA) in 1948 by combining the National Associations of Public Relations Counsel (founded 1936) and the American Council on Public Relations (1939). Early schooling for PR was mostly in the journalism departments of universities. Edward Bernays taught a PR course at New York University in 1923, three years after the subject was included in the curriculum at the University of Illinois. The first school on Public relations was established by Boston University in 1947.

II. Cоставьте возможные словосочетания:

1. conduct	a) somebody’s goodwill
2. press	b) way
3. gain	c) growth
4. positive	d) meetings
5. rapid	e) agents

III. Заполните пропуски, используя следующие слова:

a) magazines b) article c) reporter d) enterprise e) news:

1. His … is the biggest in our region.

2. I want to be a ….

3. Who is the author of this …?

4. What … do you usually buy?

5. This … is very bad.

IV. Подберите определение для каждого термина:

1. public relations	a) news media and agencies collectively, esp. newspapers
2. reporter	b) relating to people as a whole
3. journalism	c) a person who is employed to gather news for a newspaper, news agency, or broadcasting organization
4. public	d) the practice of creating a favorable image among the public towards an institution, public body, etc.
5. press	e) the profession of reporting about photographing or editing new stories for one of the mass media

V. Укажите верный ответ согласно тексту:

1. What was one of the first enterprises that sought favorable publicity?

a) engineering plants b) coal mines c) railroads d) automobile plants

2. Who organized the first PR firms?

a) Edward B. Benays b) Ivy L. Lee c) Walter Lippmann d) Charlie Chaplin

3. Where was the first school PRs established?

a) in Boston b) in Dnever c) in New York City d) in Washington

4. What were the main functions of the committee on Public Information?

a) to discuss global problems b) to inform people about the life of film celebrities

c) to mobilize public support for the war d) to retell about interesting events happening in the world

5. Who headed the Committee on Public Information?

a) Woodrow Wilson b) George Creel c) Ivy L. Lee d) Mary Pickford

Text E

Yellow journalism

I. Прочтите текст и укажите, какие утверждения соответствуют тексту Т (True), а какие нет – F (False):

1. Richard F. Outcault first drew his comic pictures for the Journal.

2. The owner of the New York World was Hearst.

3. The distinctive features of yellow journalism are sensational and scandalous news coverage, the use of drawings and the inclusion of comic strips.

4. Some techniques of the yellow-journalism period are successfully used nowadays.

5. The term “yellow journalism” can be applied to New York City newspapers only.

Yellow journalism is the use of shocking features and sensationalized news in newspaper publishing to attract readers and increase circulation. The phrase was coined in the 1890s to describe the tactics employed in furious competition between two New York City newspapers, the World and the Journal. The term itself derived from the phrase Yellow Kid journalism, referring to the Yellow Kid, a cartoon (1895) in the New York World, a newspaper having a reputation for sensationalism.

Joseph Pulitzer had purchased the New York World in 1883 and, using colorful, sensational reporting and campaigns against political corruption and social injustice, had won the largest newspaper circulation in the country. His supremacy was challenged in 1895, when William Randolph Hearst, the son of a California mining industrialist, moved into New York City and bought the rival Journal. Hearst, who has already built the San Francisco Examiner into a hugely successful, mass-circulation paper, soon made it plain that he intended to do the same in New York City by outdoing his competitors in sensationalism, crusades and Sunday features. He brought some of his staff from San Francisco and hired some away from Pulitzer’s paper, including Richard F. Outcault, a cartoonist who had drawn an immensely popular comic picture series, “The Yellow Kid,” for the Sunday World. After Outcault’s defection, the comic was drawn for the World by George B. Lucks, and the two rival picture series excited so much attention that the competition between the two newspapers came to be described as “yellow journalism.” This rivalry and its accompanying promotion developed large circulations for both papers and affected American journalism in many cities.

The era of yellow journalism may be said to have ended shortly after the turn of the century, with the World’s gradual retirement from the competition in sensationalism. Some techniques of the yellow-journalism period, however, became more or less permanent and widespread, such as banner headlines, colored comics, and copious illustration.

II. Подберите определение для каждого термина:

1. news	a) a number of copies of an issue of such publications as newspapers, magazines, etc.;
2. circulation	b) causing or intended to cause intense feelings, esp. of curiosity, horror, etc;
3. sensational	c) current events; important or interesting recent happenings;
4. to hire	d) to employ a person to do some work for an agreed payment, usually for an agreed period;
5. cartoon	e) a humorous or satirical drawings, esp. one in a newspaper or magazine, concerning a topical event;

III. Заполните пропуски подходящими словами:

1. Yellow journalism is the use of sensationalized news in newspapers publishing to … circulation.

a) provide low b) increase c) decrease d) vary

2. The era of yellow journalism has … shortly after the turn of the century.

a) begun b) revived again c) ended d) interrupt

3. In 1895 William Randolph Hearst, the son of a … mining industrialist, moved into New York City and bought the Journal.

a) California b) Minnesota c) Colorado d) San Francisco

4. Hearst hired some of his staff away from the New York World, including …

a) George B. Licks b) Joseph Pulitzer c) Richard F. Outcault d) Yellow Kid

5. The rival picture series of the World and the Journal excited … that the competition between the two newspapers was described as “yellow journalism.”

a) a lot of dispute b) so much attention c) so many attention d) gossip

IV. Какое слово является лишним (неверным):

a) sensational	a) sensationalized	a) furious	a) Pulitzer’s paper
b) World	b) Journal	b) Examiner	b) Yellow Kid
c) Joseph Pulitzer	c) Samuel Beckett	c) William Hearst	c) Richard Outcault
d) cartoonist	d) industrialist	e) publisher	e) journalist
e) circulation	e) comic	e) San Fransico	e) illustration

V. Расставьте пункты плана по порядку:

1.	a) World’s gradual retirement
2.	b) Pulitzer’s methods of going supremacy
3.	c) Origin of the term.
4.	d) Newspaper business of W.R. Hearst.
5.	e) Yellow journalism techniques.

Text F

The shooting begins

I. Прочтите текст и укажите, на какие вопросы в тексте есть ответы Y (Yes), а на какие нет – N (No):

1. What does the word paparazzi mean?

2. What’s the difference between photographer and paparazzi?

3. Who is the director on “La Dolce Vita”?

4. What’s the actors’ opinion about paparazzi?

5. What are advantages or disadvantages of being paparazzi?

If you were to see a casual photographer around town and called him a paparazzi, beware; he might be tempted to throw his camera at you, especially if he considers himself to be a photojournalist. So what's the difference you may ask? The answer is in the meaning of paparazzi, "buzzing insects." In 1960, these pesky freelance journalists were immortalized in Federico Fellini's internationally popular film La Dolce Vita, Italian for "The Sweet Life." La Dolce Vita focuses on the life of a jaded journalist, Marcello (played by Marcello Mastroianni), and his photographer colleague, Paparazzo (Walter Santesso). The origin of the name Paparazzo is disputed, but its onomatopoeic resemblance to the Sicilian word for an oversize mosquito, papataceo, made it apt to compare with Fellini's statement: "Paparazzo suggests to me a buzzing insect, hovering, darting, stinging." Fellini also drew an image of the character in which he describes; the drawing is of a human-like figure that has no bone structure and instead, looks like a vampirish insectile, implying that paparazzi, like mosquitoes, are also parasites.

After the movie was first released in Italy, the word paparazzi became synonymous with intrusive photographers who chase the stars to get that revealing act on film. However, Fellini said it was not the photographers he tried to emulate. Fellini claimed that he was putting newspapers and weeklies on film, and many of the vignettes that make up the movie refer directly to news stories. He wanted to capture the paparazzi-inspired events where reporters often begged involved parties for a story. However, it was the freezing-frenzied movements in the pictures captured by the photographer that sparked viewer interest, even for Fellini. "It recreates life in movement," he once stated.

The incorporation of the word paparazzi into the English language is indefinitely tied to La Dolce Vita when it was released in the United States in 1961. Time magazine introduced the word to the American public in an article entitled, "Paparazzi on the Prowl." Included is a paparazzi picture of throngs of reporters blocking the car of a princess visiting Rome. The text discloses "a ravenous wolf pack of freelance photographers who stalk big names for a living and fire with flash guns at a pointblank." Soon, the term would be spread across the pages of major news and entertainment publications across the globe, often accompanied by incriminating photos of the stars. Publications that were soon to follow this trend included Esquire, Cosmopolitan, and Life magazine. It was later introduced on the television screen by popular news-oriented shows like 60 Minutes. But no matter what the medium used to report on these "celebrity bounty hunters," it was clear that paparazzo was a derogative term. Having a recognized name may deem you a suitable target for the paparazzi, but that isnot always the case. As many photo editors explain, you have to be in demand, or be caught in an embarrassing situation. Here are a few examples of those celebrities that have been caught--by paparazzi surprise.

	ALEC BALDWIN A photographer confronted Alec Baldwin and wife, Kim Basinger, as they brought their newborn daughter home from the hospital to their Hollywood house. Baldwin was arrested after a photographer, Alan Zanger, said that the angry actor gave him a black eye^1. A jury acquitted^2 Baldwin for these charges^3 in March 1996.
	GEORGE CLOONEY Actor George Clooney, upset about a broadcast of his girlfriend, declared a boycott of Paramount Pictures becasue of its tabloid TV shows' use of "video paparazzi" film. Clooney says that paparazzi came into his house and took pictures of him and his girlfriend, which was later published in a newspaper.
	JOHNNY DEPP Earlier this year,Johnny Depp chased off ^4photographers in London with a piece of wood outside a restaurant. “The Sun” reported that Depp was drunk and started using dirty words.
	GEORGE MICHAEL Last April, George Michael was caught with his pants down in a Beverly Hills bathroom. Michael told The Advocate magazine he suspects that a photogropher tipped off ^5 policemen in order to sell photos that had been taken of him at the park a year earlier. Michael said the photographer was unable to sell the shirtless pictures until the pop star was caught in the act--then, they were worth $100,000.
	ARNOLD SCHWARZENEGGER Almost one year ago, Arnold Schwarzenegger and pregnant wife, Maria Shriver, were ambushed^6 by celebrity photographers and trapped^7 in their Mercedes-Benz between two cars piloted.

Notes:

1. to give smb a black eye – посадить синяк

2. to acquit – оправдать

3. charge (n) – обвинение

4. to chase – преследовать

5. to tip – давать чаевые

6. to ambush – нападать из засады

7. to trap – поймать в ловушку

II. Заполните пропуски, используя следующие предлоги:

a) on b) across c) at d) into (2):

1. Don’t throw stones … the windows.

2. All eyes were focused … the president.

3. You can read about the incorporation of Russia … the Common wealth of Western countries in this newspaper.

4. The news was spread … the pages of all newspapers.

5. The baby is crying, peer … the nursery-room.

III. Подберите определение для каждого термина:

1. camera	a) a picture formed by means of the chemical action of light on film
2. screen	b) a journalist or photographer who follows famous people around in order to get interesting stories of photos
3. photograph	c) an apparatus for taking photos
4. paparazzo	d) fresh information
5. news	e) a blank surface especially on a television or a part of a computer

IV. Составьте возможные словосочетания:

1. fire at	a) on television
2. introduce	b) pictures
3. take	c) a pointblank
4. look	d) a black eye
5. give	e) like

V. Cоотнесите имя актера с событием в его жизни:

1. Alec Baldwin	a) he and his pregnant wife were ambushed by photographers
2. George Clooney	b) he used dirty words to the photographers
3. Johnny Deppy	c) the actor and his girlfriend’s pictures were published in a newspaper
4. Arnold Schwarzenegger	d) he was caught with his pants down in a Beverly Hills
5. George Michael	e) he gave a photographer a black eye

TEXT G

ADVERTISING

I. Прочтите текст и укажите, какие утверждения соответствуют тексту Т (True), а какие нет – F (False):

1. Advertising is one of the largest industries.

2. Advertising often results in higher prices.

3. Advertising stimulates competition.

4. Everybody agrees that advertising benefits the economy.

5. Advertising strategies are classified as slogans, rational appeals, and emotional appeals.

6. Large-scale production can reduce costs.

7. Advertising stimulates consumer demand.

Advertising is one of the largest industries. In 1986, for example, American business spent over $100 billion to advertise its products. Since consumers are the principal targets of these sales campaigns, we ought to know something about the services advertisers perform, as well as some of the techniques they use.

Advertising benefits consumers and the economy in a number of ways:

- It provides us with information about prices, recent improvements in certain goods and services, and the availability of new ones.

- Advertising often results in lower prices. Large-scale production can reduce costs. By creating mass markets, advertising enables producers to reduce the costs of their products and pass those savings on to the consuming public.

- Advertising stimulates competition, and competition benefits us all.

- Advertising pays most of the cost of magazines and newspapers, and all of the cost of commercial radio and TV.

- Advertising helps the economy as a whole by stimulating consumer demand.

Consumer spending has a direct effect on the health of the economy. Advertising helps to keep that spending at healthy levels.

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