II. Read the text for obtaining information.

Here are some methods used in persuasive advertising. Read them. Decide which appeal to you and which don’t. Think of an example for each type from your country.

1. Repetition. It is the simplest kind of advertising. A slogan is repeated so often that we begin to associate a brand name with a particular product or service.

2. Endorsement. A popular personality is used in the advertisement.

3. Emotional appeal. Advertising often appeals to basics such as motherlove, femininity, manliness.

4. Scientific authority. Sometimes the advert shows a person in a white coat (i.e. a scientist) telling us about the product. More often it mentions “miracle ingredients” or “scientific testing” to persuade us.

5. Comparison. The advert lists the qualities of a product in direct comparison with the rival products.

6. An appeal to fear or anxiety. This type is similar to 3, but works on our fears.

7. Association of ideas. This is usually visual. Until it became illegal in Britain, cigarette advertising showed attractive, healthy people smoking in beautiful rural situations.

8. Information. If a product is new, it may be enough to show it and explain what it does.

9. Special offers/free gifts. This is a very simple and direct appeal – it’s half price!

10. Anti-advertising. This is a modern version which appeals to the British sense of humour. It makes fun of the techniques of advertising.

III. Comprehension check.

Match the words and their meanings by placing a proper letter on each blank.

__1. anxiety                                a. convincing

__2. rival                           b. approval or sanction

__3. persuasive                 c. belonging to the countrylife

__4. slogan                        d. not authorized by law

__5. illegal                         e. eager desire

__6. rural                          f. standing in competition

__7. endorsement                       g. a motto

Read the text again to decide whether the statements are true or false. Correct the false ones with the facts from the text.

1. Repetition is the simplest kind of advertising.

2. Popular personalities are never used in the advertisementfor endorsement.

3. The advert lists the qualities of a product without any comparison with the rival products.

4. Anti-advertising method appeals to the sense of humour.

Listen and read the advertisement. Decide what methods are used in it.

IV. Group work.

A new product

1. You are preparing to launch three new products: a soft drink, a yoghurt and an ice-cream, all with new fruity flavours. You are having a marketing meeting.

You are to divide into groups and decide on the type of your business organization and your job titles. Then work through the agenda below for the meeting and discuss each point in turn. You must reach the decision on each item. You can choose any product or take them all.

2. Now discuss and write the script for a one-minute radio or TV commercial for your product. Make use of the advert above. Perform your commercial for the class.

AGENDA FOR DISCUSSION

1. Flavour

Choice of fruit (or combination of flavours) for the product

2. Comparison with other products

In what way is it different from other similar products?

3. Packaging

How would you package and present it? In a bottle, a can, a jar, a plastic tube? What shape? How could you make it look different?

4. Name

What would be a good name for it?

5. Consumers

Who do you think would buy it? What age group?

6. Price

How much do you think it should cost?

7. The promotional offer

What sort of special offer might you start with?

8. Advertising

How and where would you advertise it? What sort of advertising image would you give it? What words would you use to describe it?

Administrative Letters

I. Study the vocabulary notes.

1. business concerns – фирмы, предприятия;

2. marginal uniformity – одинаковое расположение текста относительно поля;

3. the inside address…is blocked – внутренний адрес представлен в виде блока (единого целого, оформленного . по определенным правилам);

4. identification line – расшифровка подписи (строка, в которой расшифрована подпись).

II. Read and translate the following letter, which is an example of the Fully-blocked Letter Style.

PRENTICE-HALL, INC.

ENGLEWOOD CLIFFS, NJ. 07632

Your reference 12

Our reference MS/AP/101

17 August 2001

Ms Sheila Jones

The Modern School for Secretaries

12 Hamngton Place

Greenpoint N.Y. 10020

USA

Dear Ms Jones:

RE: The Style of Setting up a letter.

You asked me if there is any one style of setting up a letter that is used more than the others. Probably more business concerns use the block style of letter than any other style, because its marginal uniformity saves time for the typist

The inside address in such letters is blocked and the paragraph beginnings are aligned with the left margin. Open punctuation is used in the address.

The date and reference lines are flush with the right margin. The date line is two spaces below the letterhead, and the reference line is two spaces below the date line. The complimentary close begins slightly to the right of the center of the page. Both lines of the signature are aligned with the complimentary close.

As the dictator's name is typed in the signature, it is not considered necessary to include his or her initials in the identification line.

Sincerely Yours

M. Scott

Martha Scott

Correspondence Chief

Accounting Department

Enclosure: Order №34

Cc M Pryor, Accounts Manager

III. Comprehension check.

1. Find the English for the following:

внутрішня адреса, відкрита пунктуація, заключна формула ввічливості, додаток, індекс, вирівнювати, підпис, блочний стиль, абзац, ліве/праве поле, інтервал, заголовок листа (шапка), знаходитись на одному рівні.

2. Suggest the Ukrainian for:

sincerely yours, setting up a letter, align, block style, typist, inside address, paragraph beginning, left/right margin, flush, letterhead, reference, complimentary close, signature, enclosure.

Answer the following questions.

1. Who is the author of the letter? What position does he/she hold?

2. Who is the addressee? Where does she work?

3. What question does Ms Jones ask Martha Scott to clear up?

4. What letter style according to M Scott is used more than any others?

5. What is one of the block style important advantages?

6. What style does M. Scott herself use in her letter to Ms Jones?

7. How does the style of M. Scott’s letter differ from the block style she recommends?

Rearrange the parts of M. Scott’s letter according to her own instructions. Draw a layout of the block style letter.

IV. Writing.

Write a letter of congratulations or a thank-you letter to your chief making use of Martha Scott’s recommendations.

The Art of Writing CVs

I. Study the words. Make sure you know them.

Job, employer, job search, resume, curriculum vitae (CV), chronological resume, functional resume, combination resume, targeted resume, experience, abilities, covering letter, qualifications, skills, reference.