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Самостоятельное чтение для курса «Английский в профессиональной сфере»
(содержит 2 части)
Часть 1
Перевести текст на русский язык со словарем. Выписать незнакомые слова к каждому абзацу.
ADVERTISING
1. Intoduction
Advertising is a message that tries to sell something. Companies advertise everything from cars to candy. Advertising is also used to change people’s ideas. For example, an ad could try to make voters choose a certain candidate for president. Ads appear almost everywhere you look. You find them on the radio and on TV, in magazines, shop windows and on T shirts. They show up inside elevators, on school buses and even in schools. About 600 billion dollars are spent on advertising around the world every year.
2 Advertising techniques
Advertising does two main jobs. It tells people about something, like a product or a service and it also works to make people want to buy the product or service.
Ads do their jobs in many different ways. Many printed ads have headlines or boldly printed words that make people stop and read them. The headline may promise something that the reader wants, like a good price. Other headlines may carry the announcement of a new product.
Some ads use slogans that are used over and over again .They are easy to remember and often use a catchy phrase. Sometimes slogans are not related to the product
In many ads a famous person talks about a product and tells why they use it. This person may be an actor, a model or a well-known athlete. Or they may just be an average user of a product.
Ads also compare a product with another one of the same type. The ad points out why a product is better.
Some ads feature cartoon or product characters. They may appear in an ad over a long time. The characters become well known and people identify them with a product.
Repetition is one of the most basic techniques used in the advertising business. Advertisers broadcast their commercials several times a day for days or weeks to get the message across. When people see an ad more often they may be more likely to accept the message and want the product.
Advertising gets to people through different forms of communication. Newspapers, magazines and direct mail belong to print media. TV, radio and the Internet are among the most important electronic media.
3. Newspapers
Almost half of a newspaper is made up of ads. Local papers have ads of local companies, but nationwide newspapers also advertise products that are sold all over the country. Most papers are published daily so new ads , like products on sale or movie openings can be placed every day. Newspapers sell advertising space in all sections of their paper. In most cases ads of products will be put in the section they are related to.
Display ads are big ads that can take up from a few cm to a full page . They have illustrations, headlines and lots of information on a certain field.
Classified ads appear in a separate section of a newspaper . Most of them only have a few lines and list homes, cars for sale, furniture or other things that private people want to sell or buy.
4. Magazines
Magazines mostly appear all over the country and are used by national advertisers. In contrast to newspapers they are read when people have more time. They are kept for a few weeks or even months. Better printing quality and colour ads are among the advantages of magazines.
Many special magazines are made for groups of people. The ads that appear there are especially for these groups. A computer magazine, for instance , may have many ads related to computers, printers or scanners.
5. Direct Mail
Direct mail consists of leaflets, brochures , catalogs or letters, that are mailed directly to people. Mail-order companies profit from this kind of advertising. Some mailing lists send information to all the people others only have special lists according to the jobs that people have or their age or income. Direct mail costs a lot of money, but advertising companies can be sure that they will reach the people.
6. Radio
Local advertisers place about 70 per cent of advertising on the radio. An advantage of radio is that people listen to programs while doing other things. In some cases radios are on the whole day. Commercials last about 30 seconds. Radio stations are more specialized in what they broadcast. One radio station offers pop music and has a younger listening audience; the other may broadcast classical music with older listeners. The ads can be chosen according to the group of people who listen.
7. Outdoor signs
Large colourful outdoor signs can easily catch the attention of by-passers. But these ads must be short and simple because viewers see them only for a few seconds.
The main signs are posters, billboards and electronic displays. Billboards are owned by local companies that rent them to advertisers. Sometimes ads are painted on buildings. Electronic billboards have large displays where ads change very quickly. They are the most expensive kind of outdoor signs.
8. Television
Television combines sound and moving images. It is one of the most expensive forms of advertising, but on the other hand it reaches a very wide audience. Advertisers buy time from TV stations to broadcast their commercials. This time is cheaper at times when fewer people watch TV, as in the early morning hours and gets very expensive during prime time evening shows. Sometimes advertisers pay a lot of money to get their ads on TV during special programmes, like the Olympic Games or the Super Bowl.
Infomercials have become very popular in the last few years. They are normal TV shows that focus on the sales of certain products. Details on how to buy the product (telephone numbers etc..) are repeated many times during the programme.
Some TV stations also sell advertisers product placements. For example a brand of pizza can a car can appear in a scene of a TV show.
9. Internet
Internet advertising is becoming more and more important. Especially young people spend less time watching TV and more time on the Internet. The Internet has the advantage of being available to people around the world at all times.
Ads range from banners to pop-ups. Companies that spend a lot of money on advertising often create their own Internet site for a certain product. Web users are often asked to fill out a form that asks them about their daily routines, where they live, how old they are, how much they earn etc.. Companies use this information to find out what kind of people visit their websites. Sometimes ads are sent via email. Because a lot of unwanted emails (spam) are sent throughout the world many people don’t like this.
10. Other forms
Transit signs are small posters placed on trains or buses.
Window displays are designed to draw a customer into a store. They highlight certain products and encourage the customer to come into the shop. Some stores have their own department in charge of shop windows.
11. Production of Ads
Most companies hire special advertising firms that specialize in making ads.
The first step in making ads is to learn about the product and understand who uses it.
Information is gathered from customers. Market research takes a look at the customers’ buying habits and conduct sample surveys. Researchers also try to find out how customers rate various brands of products.
Research also tries to find out why customers buy a product. For example, advertisers may find out that people buy a certain car because they want to impress their friends or show that they have a lot of money. The age, sex and social status of a consumer may also be important. They also try to find out where and when a product is sold best. Snowboards for example can probably be sold better during the winter time and in skiing resorts. It is also important to determine which kind of media is best to advertise the product.
People in the creative department develop ideas and themes. They prepare photos or images if an ad is to appear in newspapers or magazines as well as jingles and slogans if it appears on radio or TV.
When the ad is ready it goes to the media organization where it is run.
12. Regulation
Governments have made laws that protect consumers from misleading advertising. There are also laws that ban certain kinds of advertising. Tobacco advertising, for example, is not allowed on TV in the USA and in many European countries. Some rules are directed at children's ads where the use of violence or dangerous activity is often not allowed.
13. History of Advertising
It is difficult to imagine how advertising worked before television, the radio and the Internet, but, in fact, advertising goes back to ancient Greece where people wrote " For Sale" on the sides of their houses if they wanted to move. In the Middle Ages merchants hung wooden signs in front of their stores to show people what they were selling.
The invention of the printing press in the 1440s had a big effect on advertising. Flyers and posters could be made very cheaply and by 1600 newspaper ads were common.
After the Civil War advertising agencies became popular in America. First they only sold space in newspapers and magazines but later on they also wrote and produced their own ads.
The invention of the radio in the 1920s and television in the 1940s revolutionized advertising. Companies could now inform millions of people about their products over the airwaves. More recently the Internet and e-mail have led to the development of new advertising strategies.
14. Pros and cons of advertising
There are many contrasting opinions about advertising.
Those in favour say that advertising educates consumers about new products and services that can help them improve their lives. It also increases sales so that companies can produce things at lower costs and make things cheaper.
They say that advertising helps the economy and gives jobs to many people. Without advertising some free radio and TV channels wouldn't be able to exist. Sporting and other events are sponsored by ads. Ticket prices would be higher without advertisements.
On the other side, critics say that consumers pay for advertising through higher product prices. They say that small companies sometimes have to close because they cannot compete with larger ones.
Through advertising, people sometimes buy products that they may not need and often cannot afford. This leads to a higher personal debt. It also leads to a throwaway society – goods are thrown away and more pollution and waste is produced.
Children are very often the main target of advertisers. They sometimes don't know which products are good for them and buy the wrong things. Fast food and snack companies show ads, which lead to obesity and diabetes
Technology has become an essential part of our daily routine, which we cannot live without. It’s everywhere and accompanies us everywhere we go. People communicate with each other in many ways. Digital technology, in the form of smart phones, web-based television and tablet PCs, is changing the world for advertisers.
A few decades ago advertising was much simpler. Advertising agencies concentrated on print media, television and radio to get their message across to the consumers. This has changed today. People are concentrating on digital media and advertising has to move there.
More and more people do not only watch commercials on TV but also see ads on their smartphone or tablets. Modern television is turning into a powerful computer that has access to the Internet. People can play games or watch interactive videos.
Consumers today can chose to interact with ads in a new way. They can take part in surveys or feedbacks or just switch them off if they want to. They can also promote a brand by suggesting how good a product is to other people. Social media networks like Facebook and Twitter also play a part in a global advertising strategy.
People also want relevant ads on their screens. While browsing the internet for information on washing machines it would be helpful for such ads to pop up. Internet users click on ads more often if they look for information or want to buy something.
Advertisers of the future face a great challenge: using new technology to form new relationships with customers and create new business models.
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Часть 2
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1. The End of Printed Newspapers?
The newspaper industry is entering a new era. The Seattle Post-Intelligencer has become America's first newspaper to stop printing and become the first newspaper to appear online only. The newspaper was 146 years old, the oldest in Washington State.
Only about 20 people work for seattlepi.com , the Internet version of the newspaper. Once over 150 people worked in the newsrooms of Seattle's most famous paper. There is only one daily newspaper left in Seattle, The Times. Many people think that it could follow the Post-Intelligencer by going online only too.
Among other big cities in the US, Denver only has one daily newspaper because the Rocky Mountain News closed a few weeks ago. Some newspapers around the US are afraid of going bankrupt. Among these are the Chicago Tribune and the Los Angeles Times.
One of the main problems that printed newspapers face today is advertising. Big local newspapers earn a lot of their money with ads. But that market has moved to advertising on the Internet which is either free or costs very little. Another reason is that many newspapers have become bigger and bigger. They have spent too much money expanding and buying up other papers.
Newspapers are reducing costs wherever they can. In Detroit daily newspapers are delivering their papers on only three days a week. In Ohio the state's largest newspapers are sharing stories. Almost 8,000 jobs have been lost in the newspaper industry.
Newspapers have lost millions of readers in the past years because a new generation of readers has emerged. Much of the news that people get online still comes from newspapers and most of them publish it for free. While newspapers have fewer reporters in big cities and abroad, observers say that they have lost much of their quality. The question is: Will they find a new home on the Internet?
2. Emails - Advantages and Disadvantages of Electronic Mail
Email is a short word for electronic mail. You create texts and send them over a network of computers. The first emails go back to the 1960s. The invention has influenced our lives and emails have become a popular means of communication.
Advantages of emails
Disadvantages of emails
3. Facebook Celebrates 5th Bithday
Facebook, the world’s biggest social networking site, is celebrating its fifth birthday. In a blog post, the site’s founder, Mark Zuckerberg, states that Facebook will continue to work as hard as it has in the last five years in order to stay the web’s number one communication site.
The company started in a dorm room in 2004. Today it has 150 million active users, more than the 130 million of rival MySpace.
Facebook is different from other social networking sites because you can communicate with people you really know and trust. Before, most people didn’t want to share their real identities online. Facebook has given people a safe and trusted environment for people to interact online. It has changed the way people view the world. A friend from any country is only a few clicks away.
It was back in February 2004 when Zuckerberg started “The facebook” from a Harvard student’s room. The aim was to help students get in touch with each other over the Internet. Within 24 hours over a thousand students had signed up and soon after that the network spread out to other universities.
By 2005 a research study showed that about 85% of the students in the network had a Facebook account. Another survey showed that Facebook was almost as important as an iPod.
At the end of 2005 Facebook came to the U.K. and up to today the site has been translated into 35 languages.
Five years after its start Facebook has escaped the universities and colleges. More than half of its users are not at college anymore and the fastest growing group are the 30 to 40 year olds. Every day 15 million users update their profiles to tell their friends and the world what’s happening to them. They also share photos, upload videos, chat, make friends, join groups – and simply have fun.
4. Are We Ready for E-Books?
In a typical Boston bookshop customers move their way through the corridors and rooms to browse through thousands of books that are spread over two floors. “It’s a lot of paper” says one of the shop assistants. She admits that the store could get much smaller if the digital revolution gets to the bookshelves.
The catchword is e-book , or electronic book - something you read on screen instead of on paper. You can load books onto small computers to read while you are on the move .
There are lots of different e-books. Some are really computers and may even be bound in leather to look like a real book. The RocketBook , for example, is a portable that can display pages. Others are just computer programs which you can use to display books on your computer or notebook.
Then there are PDAs, or pocket computers, that can be used as an e-book if you have the right software. They are portable and have wireless connections to libraries or bookstores.
E-books have many advantages :
Some people think that e-books will replace printed books in the near future. For dictionaries and encyclopedias this is already true. Wikipedia, for example, gives you more than a multivolume encyclopaedia can give you.
The e-book industry, however , still faces many problems. There are many different types of formats for e-books, and the book you may want to read may not be available in a certain format. Publishers develop their own format so that the reader has to download their books.
Microsoft Reader is one of the e-book formats that allow you to get books from other companies to read on your machine. Recently Sony has started a worldwide campaign on the digital book sector. The Sony Reader is a handheld device that has been on the market for just about a year. It is about the size of a paperback and can also store PDFs, photos and music. The battery lasts about 7500 pages before you have to recharge it. It can hold 80 books in its memory . Sony’s new invention weighs about 200 grams , is 2 cm thick and has a 15 cm long screen. It costs about 240 € .
Amazon has developed a small device called the Kindle. It can display books, magazines and newspapers . Users can download thousands of books found in the Amazon store.
Major publishers , like Random House, think that as consumers are doing more work on computers every day, they may also be reading more books on screen as well. Right now the company offers about 6,000 e-books. They cost about 2 € a book which is much lower than the price of a paperback . The high costs of paper books are caused by printing and distribution .
5. Google's Future is Chrome
The world’s number one search engine , Google, has developed a new operating system called Chrome. It automatically connects the user to the internet where people write their letters, emails, post their photos and do many other things they would normally do on a desktop OS .
The development of Chrome started in 2008 when Google built its own browser , also called Chrome. Today 12% of net community uses it regularly.
Google thinks that the operating systems of today, Windows, Apple’s MacOS and Linux are old fashioned and do not meet the needs of the people. Computer users of today we spend most of their time on the net and not with a desktop application .
Google’s vision of the next generation computer goes even further . It wants to put its Chrome OS on laptops and netbooks , so that the user just pushes a button and automatically gets connected . Chrome’s main aim is speed . It wants to make the computer fast. The first tests on netbooks showed that you could get connected to the internet within seven seconds from startup . Chrome OS skips everything from starting up the PC to getting connected.
Google also wants to make a computer cheaper. People who buy computers today often have to buy the operating system, anti-virus software and office programs before they can really work with it. This kind of software often costs hundreds of dollars. With these applications on the web you wouldn’t need to buy such expensive programs.
Chrome is not the first operating system that comes from the search engine. Android is already successful on tablet PCs and smartphones .
Windows is still the most successful operating system. Windows 7 has become very popular after the failure of its predecessor Vista. But this may change. By 2012 laptop and major netbook manufacturers are expected to offer machines with Chrome OS preinstalled .
Not everyone will use Google OS . Gamers will avoid it because need better hardware and those that use high-tech software will also stick to normal PCs. But for many normal users, pressing the button and getting connected to your Facebook account may soon become reality
6. Lady Gaga - The Queen of Social Media
Lady Gaga dominates the social media world. The queen of pop has more followers on Facebook, Twitter and YouTube than any other person in the world.
Even though she lost her number one spot on Facebook to Rihanna she is still the overall social media star. Lady Gaga has 41 million Facebook fans, almost 12 million Twitter followers and 1.6 billion YouTube views.
Forbes, a leading business magazine, has recently named Lady Gaga the most powerful celebrity on earth.
Lady Gaga’s social media success started a few years ago on MySpace, a social media platform that, at that time, was as popular as Facebook. In 2009 her team started concentrating on Facebook.
Today Lady Gaga’s social media success is based on a great team that supervises her fan pages and the star herself who tries to have as much contact with her fans as possible. She connects to her followers daily on Twitter, which she manages herself.
No other pop star in history has made so much success so quickly. One reason is that Lady Gaga, often compared to Madonna, is not scared to try something new. Apart from creating games for mobile phones the staff of the pop queen launched GagaVille , a virtual world with games, music and many surprises.
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