Иностранный язык для специалистов в области рекламы и связей с общественностью

Министерство науки и высшего образования Российской Федерации 

НОВОСИБИРСКИЙ ГОСУДАРСТВЕННЫЙ ТЕХНИЧЕСКИЙ УНИВЕРСИТЕТ 

 
 
 
 
О.В. УЛЬЯНОВА, С.В. ГРИЧИН 
 
 
 
ИНОСТРАННЫЙ ЯЗЫК  
ДЛЯ СПЕЦИАЛИСТОВ  
В ОБЛАСТИ РЕКЛАМЫ  
И СВЯЗЕЙ  
С ОБЩЕСТВЕННОСТЬЮ 
 
 
Утверждено 
Редакционно-издательским советом университета 
в качестве учебного пособия 
 
 
 
 
 
 
 
 
 
 
 
НОВОСИБИРСК 
2020 

ББК 81.432.1-7-923 
  У 517 
 
 
Рецензенты: 
Зникина Л.С., д-р пед. наук, профессор, заведующий кафедрой 
иностранных языков КузГТУ, 
Шевченко О.Г., канд. филос. наук, доцент кафедры иностранных 
языков гуманитарного факультета НГТУ 
 
 
 
Работа подготовлена на кафедре иностранных языков ГФ НГТУ 
 
 
 
Ульянова О.В.  
У 517  
Иностранный язык для специалистов в области рекламы и 
связей с общественностью: учебное пособие / О.В. Ульянова, 
С.В. Гричин. – Новосибирск: Изд-во НГТУ, 2020. – 80 с. 

ISBN 978-5-7782-4246-3 

Учебное пособие по дисциплине «Иностранный язык» разработано 
для студентов направления 39.03.01 «Социология» по профилю подготовки «Социология рекламы и связей с общественностью» и направлено на развитие навыков коммуникации в профессиональной сфере. 
Пособие содержит актуальные тематические разделы, комплекс заданий включает аутентичные материалы и авторские разработки. Пособие может использоваться для обучающихся всех направлений и 
уровней подготовки по дисциплинам «Иностранный язык», «Деловой 
иностранный язык», а также в качестве методического обеспечения для 
дополнительных программ языкового обучения. Печатается по решению редакционно-издательского совета НГТУ. 
 
ББК 81.432.1-7-923 
 
ISBN 978-5-7782-4246-3 
 Ульянова О.В., Гричин С.В., 2020 
 
 Новосибирский государственный  
 
    технический университет, 2020 

 
 
 
 
 
 
 
CONTENTS 
 

Unit 1. Advertising education and career ................................................................... 4 
Unit 2. Jobs in advertising ....................................................................................... 16 

Revision 1 .......................................................................................................... 27 

Unit 3. History of advertising .................................................................................. 30 
Unit 4. Advertising media ........................................................................................ 36 
Unit 5. Advertising techniques ................................................................................ 47 

Revision 2 .......................................................................................................... 55 

Unit 6. Advertising research .................................................................................... 58 
Unit 7. Advertising campaign .................................................................................. 64 

Project ................................................................................................................ 71 
Scripts ................................................................................................................. 71 
Keys to exercises ................................................................................................ 77 

References ................................................................................................................ 79 
 

UNIT 1 

ADVERTISING EDUCATION AND CAREER 

READING AND SPEAKING 1.1 

1. Read the sentences and spot out the meanings of the words in 
bold. 

1. In the business world advertising is sometimes called as "the engine 

of commerce". 

2. Advertisements* can be seen in newspapers, magazines, and on 

television every day of week. Many more advertisements are sent to 
customers' homes. 

3. Advertising companies are called agencies. The company has 
launched its new advertising campaign. 
4. Magazines need to attract advertisers to survive. The ratings 
determine how much advertisers pay  for commercials. 

5. It is most expensive to advertise at peak viewing times. A variety of 
methods were used to advertise the product. 

*Mind the short forms of “advertisement”: ad, advert. 

2. Complete the text with the correct words. 
Advertising 
advertisements (ads, adverts)     advertisers     advertise 
 
1________________ 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. 
When starting an 2________________campaign it is important to choose a 
combination of methods to use. It is called an 3________________ mix. 
4________________ do their jobs in many different ways. Many printed 
5________________ have headlines or boldly printed words that make 
people stop and read them. The headline may 6________________ a 

product by promising something that the reader wants, like a good price. 
Slogans are often used by 7____________. They are easy to remember and 
often use a catchy phrase. Famous persons often 8________________ 
different products.  They talk about a product and tell why they use it. 
Comparing a product with another one of the same type is also one of 
9________________ strategies. The 10________________ points out why 
a product is better. Some 11________________ 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 12___________ business. 
13________________ 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. 

3. Answer the questions to the text. 
1. What is the main purpose of advertising? 
2. What is an advertising mix? 
3. What is a headline? 
4. What is a slogan? 
5. Which advertising method shows why you should prefer a product to 
others of the same type? 
6. Why do you think famous people appear in commercials? 
7. How does repetition help to promote a product? 

READING AND SPEAKING 1.2 

4. Match terms 1-5 with definitions a-e. 
1. Bachelor’ degree 
2. Internship 
3. Entry-level position 
4. Job specialization 
5. Associate degree 
6. Master’s degree 
 
a) a degree awarded after a course of post-secondary study lasting two 

or three years; it is a level of qualification between a high school 
diploma  and a bachelor's degree. 

b) an academic degree awarded by universities or colleges upon 

completion of a course of study following previous study at the bachelor's 
level; master's graduates demonstrate advanced theoretical knowledge and 
skills in analysis, critical thinking, and solving complex problems 

c) a period of work experience typically undertaken by students and 

graduates looking to gain skills and experience in a particular field  

d) the first academic degree with the diploma awarded in specific areas 

of concentration 

e) a job that is normally designed for recent graduates line and typically 

does not require prior experience in the field or profession 

f) a process where individuals or employees develop specific skills and 

expertise to perform certain activities 

5. Organize the words from the previous exercise into categories 
Undergraduate degrees 
Advanced degrees 
Career 

6. Put the four steps to pursue the advertising degree and career in 
chronological order, then read descriptions 1-4 and check your answer. 
Find an entry-level position 
Complete an internship 
Earn a bachelor’s degree 
Specialize in a particular area 
 
1. While it is not required, a successful career in advertising usually 
begins with a comprehensive undergraduate education. A bachelor’s degree 
in advertising, communications, marketing or a related field can provide a 
foundation in the creative, management, interpersonal and analytical skills 
required to work in the field. Coursework in business, consumer behavior 
and media combined with classes in design, copywriting and photography 
prepares students to develop effective ad campaigns while employed at 
agencies around the country. 
2. Participating in an advertising internship allows students to gain 
practical advertising experience. Interns can form professional relationships 
in the advertising community which can prove invaluable when seeking a 
full-time job after graduation. With so much competition for advertising 
careers in general, it is helpful to stand out from the crowd when 

interviewing for work. Although an internship isn’t always required as part 
of an advertising undergraduate degree program, it can be very useful to 
those interested in building their resumes.  
In fact, because internships may result in offers of employment, more 
recent graduates than ever before are becoming interns to break into the 
business, according to CBS News. 
3. Advertising degrees qualify graduates for entry-level positions in 
advertising or a related field. Titles may include assistant media planner, 
assistant account executive or junior copywriter. During this time, it is 
important to learn as much as possible about advertising careers and the 
industry as a whole. In most entry-level positions, duties primarily consist 
of supporting the team with day-to-day responsibilities. For instance, entrylevel employees may research marketing materials, compile data and edit 
promotional copy. In time, it’s possible to take on larger roles contributing 
ideas, making pitches and working on campaigns. 
4. Those who stand out in the competitive field of advertising earn a 
reputation for developing client relationships and sharing fresh strategies 
and ideas. Developing strengths working with a specific demographic or 
creating compelling copy can propel advertising professionals to top 
executive positions. It’s also helpful to find a mentor who works in that 
specialty, particularly at larger agencies where it can be easy to get lost in 
the crowd. [1] 

7. Make up meaningful phrases by matching 1-11 to a-k, then use 
the phrases to speak about career steps in advertising. 
1) develop 
a) practical advertising experience 
2) support 
b) into the business
3) stand 
c) effective ad campaigns
4) edit 
d) ideas 
5) form 
e) in an advertising internship
6) seek 
f) a reputation 
7) break  
g) promotional copy
8) gain 
h) professional relationships 
9) contribute 
i) a full-time job after graduation
10) earn  
j) out from the crowd
11) compile  
k) the team with day-to-day responsibilities 
12) participate  
l) data

8. Complete the sentences with phrases from the previous exercise. 
In some sentences more than one option is possible. 

1. A bachelor’s degree in advertising provides creative, interpersonal 
and analytical skills required to ________________________ while 
working at agencies around the country. 
2. Students ________________ and ______________ by participating 
in an advertising internship. 
3. Professional relationships in the advertising community are often 
required when _________________ after graduation. 
4. Advertising is a very competitive industry, so practical experience 
and professional relationships can help you to _____________________. 
5. Entry-level 
employees 
may 
___________________ 
such 
as 
researching marketing materials, compiling data and editing promotional 
copy. 
6. If you want to stand out in the competitive field of advertising, you 
should _______________ for developing client relationships and sharing 
fresh strategies and ideas. 

9. Speak about each step of an advertising career. Say why it 
is important and what you should do to succeed. The following 
verbs will help you: 

– to tell why it is important 
provide (knowledge, skills, opportunities…) 
allow you/students… (to get experience, form professional relationships…) 
be helpful / useful (to stand out of the crowd, to earn reputation…) 

 to tell what you should do 
be required / important (to learn as much as possible…) 
you should / need (find a mentor, develop strengths) 

READIN AND SPEAKING 1.3 

10. Advertising degrees are available at all levels, from associate to 
doctoral online or in traditional classroom settings. Read about 
programs 
which 
prepare 
graduates 
for 
specific 
employment 
opportunities.   

ADVERTISING DEGREES 

Associate 
An associate degree in business or marketing can provide the skills 
needed to work in advertising support services. Some of these two-year 
associate degree programs allow students to choose courses in advertising 
principles, copywriting, advertising design and others. After graduation, 
students can also pursue a bachelor’s degree in advertising. 
Bachelor’s 
A bachelor’s degree in advertising is an essential step on the path to a 
full-time career in the industry. Students who earn advertising degrees learn 
about all facets of the business, including creative careers such as 
copywriting and art direction and business careers in advertising media, 
planning and sales. Typically, bachelor’s degree programs take four years to 
complete.  
Master’s  
A master’s degree in advertising program provides a mixture of handson experience with theory in the principles of advertising. Students learn 
more about advertising careers such as copywriter, art director, account 
executive, and strategic planner. Most graduate programs take 1-3 years to 
finish and prepare students for high-level creative and management roles in 
advertising as well as academia. 
Certificate in advertising 
The purpose of a certificate in advertising is to complement an 
undergraduate degree in business, communications or a related field. These 
programs prepare students for future careers in advertising, media or public 
relations and increase their chances of securing a job. Many colleges also 
offer certificates to working professionals looking to develop an advertising 
skill-set.  
Online  
Nowadays almost any academic degree course can be available online. 
Online advertising degrees are ideal for those who have personal and 
professional responsibilities that make it difficult to attend classes on 
campus. With so many well-ranked and accredited online programs, it’s 
possible to get an advertising education no matter how busy your schedule 
or where you are located. [1] 

11. In the text above find synonyms to the following collocations.  
1) to continue education and get a higher degree 
2) something that must be done 
3) practical training 
4) to enlarge or expand 
5) timetable or activities plan 

12. Answer the following questions using the phrases form the 
exercise above. 
1. Which degree is essential to build your career in advertising? 
2. What is the difference between an associate degree and a certificate in 
advertising? 
3. Which degrees are available online? 
4. What are the advantages of online programs? 
5. Which program do you think provides most hands-on experience? 
6. What can you do to complement you first academic degree in 
advertising? 

13. In this activity five people are speaking about their career goals 
and educational needs. Decide which of the programs described above 
will be best for each of them. 
David  
I would like to work in advertising, but I need a program that introduces 
me to the fundamental concepts and skills it would require. It’s important 
that I have the option of continuing my education if I decide advertising is 
the path I want to pursue over the long term. 
Theo  
As I work toward my goal of securing full-time advertising 
employment, I want a strong foundation in both the creative and business 
side of advertising. Eventually I would like to get a job in an agency, but 
I’m not sure which role would be right for me. 
Olivia 
My background is in business, but I feel drawn to the advertising world. 
Working in upper-level management appeals to me, but I’m also open to 
starting my own advertising agency at some point. 
Sarah  
I am passionate about pursuing an advertising degree but have personal 
and professional responsibilities that make it difficult to attend classes on 

campus. My goal is to find a well ranked and accredited on-line program 
that allows me to learn around my busy schedule. 
Sofia 
I have an undergraduate degree in business and currently enrolled in an 
MBA program. I want my degree to reflect my interest in working in an 
advertising environment. I’m looking for classes targeted specifically to the 
field, so I’m well prepared for a career in advertising management. 

14. Read the paragraphs again and match the statements to the 
speakers.  
1. ______ wants to complement his/her education. 
2. ______ is a complete beginner. 
3. ______wants to start a business in advertising. 
4. ______is very ambitious. 
5. ______doesn’t have a clear career plan. 
6. ______ wants to change the specialization. 

LISTENING 1 

15. You will listen to a public relations account executive talk about 
how she got into public relations. Before you listen match the words 
with their definitions. 
1) to network 
2) a flyer 
3) an internship 
4) meatier 
5) a portfolio 
6) a press release 
7) to get a foot in the door 
 
a) a collection of examples of your work 
b) to make professional contacts 
c) to manage to enter a business or profession 
d) an official statement from a government or organization 
e) an advertisement on a small sheet of paper 
f) to deal with something difficult 
g) a position where you can get practical experience in a job 
h) more important or interesting