Английский язык в профессиональной деятельности для специальности «Реклама» = English in Professional Activities for the Specialty ‘Advertising’

Г. Г. Губина 

Английский язык 
в профессиональной 
деятельности 
для специальности «Реклама» 

Учебное пособие 

G. G. Gubina 

English in Professional Activities for the Specialty "Advertising" 

Study Guide 

Москва 
Берлин 
2019 

УДК 811.111:659(075)  
ББК 81.432.1я7 
        Г93  

Печатается по решению редакционно-издательского совета 

Г93       

 Губина, Г.Г. 
   Английский язык в профессиональной деятельности для  
 специальности «Реклама». = English in Professional Activities for  
  the Specialty ‘Advertising’.  [Текст] : учебное пособие /  
  Г. Г. Губина. – Москва ; Берлин : Директ-Медиа, 2019. – 62 с.  

ISBN 978-5-4499-0465-2             

Учебное пособие предназначено для студентов первого и 
второго курса вузов специальности 42.03.01 «Реклама и связи с 
общественностью», третьего курса колледжей на базе полного 
общего образования или четвертого курса колледжей на базе 
основного среднего образования специальности 42.02.01 «Реклама». 
Пособие направлено на выполнение стандартов ФГОС ВПО и СПО 
четвертого 
поколения, 
формирование 
и 
совершенствование 
общекультурных компетенций, а также языковой и коммуникативной 
компетенции на уровне, позволяющем использовать английский язык 
в 
профессиональной 
деятельности. 
Практическая 
отработка 
материала обеспечена коммуникативными упражнениями пособия.
 Текст печатается в авторской редакции.  

УДК 811.111:659(075)  
ББК 81.432.1я7

ISBN 978-5-4499-0465-2   
 © Губина Г. Г., текст, 2019 
© Изд-во «Директ-Медиа», макет, оформление, 2019 

Contents 

Preface.........................................................................................6 

Part I. Types of Advertising...........................................................8 

UNIT 1. Importance of Advertising ............................................................. 8 

UNIT 2. Types of Advertising. Introduction. Print and Marketing 
Advertising....................................................................................................... 10 

UNIT 3. Public Service and Media Advertising ........................................ 12 

UNIT 4. Broadcast Advertising and Radio Commercials........................ 14 

UNIT 5. Television and Online Advertising.............................................. 17 

UNIT 6. Outdoor Advertising ..................................................................... 19 

UNIT 7. Product Placement Advertising. Covert Advertising ............... 22 

UNIT 8. Public Service Advertising............................................................ 24 

UNIT 9. Control Task. Part I....................................................................... 26 

Part II. Strategies of Advertising.................................................. 27 

Unit 10. Definition and Concept of Advertising Strategies..................... 27 

UNIT 11. How to Develop Advertising Strategies................................... 30 

UNIT 12. More on the Stages of Developing Advertising  
Strategies .......................................................................................................... 33 

UNIT 13. Strategies of Persuasion in Advertising. Glittering  
Generalities...................................................................................................... 37 

UNIT 14. Transfer. Testimonials ................................................................ 40 

UNIT 15. Appeal............................................................................................ 43 

UNIT 16. Control Tasks. Part II. Project Work ....................................... 46 

Concise English-Russian Dictionary  of Business English............ 47 

Concise English-Russian Dictionary  of Advertising.............. 51 

3 

Содержание 

Предисловие ............................................................................ 7 

Часть I.  Виды рекламы .......................................................... 8 

Урок 1. Важность рекламы........................................................................... 8 

Урок 2. Виды рекламы. Введение. Печатная и маркетинговая 
реклама ............................................................................................................10 

Урок 3. Общественная реклама и реклама средств массовой 
информации..................................................................................................12 

Урок 4. Широкоформатная реклама и рекламные ролики  
на радио...........................................................................................................14 

Урок 5. Телевизионная реклама и реклама онлайн.............................17 

Урок 6. Наружная реклама .........................................................................19 

Урок 7. Реклама размещения продукта и скрытая реклама ...............22 

Урок 8. Общественная реклама ................................................................24 

Урок 9. Контрольные задания. Часть I...................................................26 

Часть II. Стратегии, используемые в рекламе ....................27 

Урок 10. Определение и концепция рекламных стратегий..............27 

Урок 11. Как разработать рекламные стратегии...................................30 

Урок 12. Подробнее об этапах разработки рекламных стратегий ..33 

Урок 13. Стратегии убеждения в рекламе. Сверкающие
обобщения .................................................................................................... 37 

Урок 14. Переключение внимания. Отзывы.........................................40 

Урок 15. Призыв ...........................................................................................43 

Урок 16. Контрольные задания. Часть II ...............................................46 

4 

Краткий англо-русский словарь делового английского 
языка........................................................................................ 47 

Краткий англо-русский словарь рекламы........................... 51 

PREFACE 

The Study guide is intended for the study of professionally-oriented 
English by students of the first and second courses of universities, 
specialty 42.03.01 "Advertising and Public Relations", the third and 
the fourth courses of colleges, specialty 42.02.01 "Advertising". It is aimed 
at the implementation of the Federal State Educational Standards of 
Higher Professional Education and Secondary Vocational Education of 
the fourth generation, 
the 
formation 
and 
improvement 
of 
general cultural competences, as well as language and communication 
skills at a level that allows the use of English in professional activities. 
Personal and meta-subject results are as important as the results of 
studying the subject.  
The tasks of the book also include the development of oral and 
written skills, lexical and grammatical skills in the field of advertising in 
English, the development of students' independent work skills. Practice is 
provided by communicative exercises. Consecutive systematic study of 
professionally-oriented English in the field of advertising determines its 
further use by students for academic purposes and in professional 
activities. 
The first part of the study guide presents materials for the study of 
professionally-oriented 
English 
based 
on 
the 
topic 
"Types 
of 
Advertising", which 
include 
print, 
marketing, 
public, 
outdoor, 
broadcast advertising, product placement and covert advertising. Each 
lesson contains practical materials, practical work and control tasks.  
In the second part of the study guide we study the methods and 
stages of developing advertising strategies and such advertising strategies 
as glittering generalities, transfer, testimonials and appeals. The final tasks 
for the semesters are presented by the project work. 
The reference materials of the study guide include a Concise 
English-Russian Dictionary of Business English and a Concise English-
Russian Dictionary of Advertising Terms. All verb forms and degrees of 
comparison of adjectives and adverbs are written out in dictionaries. 

6 

ПРЕДИСЛОВИЕ 

Учебное 
пособие 
предназначено 
для 
изучения 
профессионально-ориентированного английского языка студентами 
первого и второго курсов вузов, специальность 42.03.01 «Реклама и 
связи с общественностью», третьего и четвертого курсов колледжей, 
специальность 
42.02.01 
«Реклама». 
Пособие 
направлено 
на 
выполнение 
Федеральных 
образовательных 
государственных 
стандартов высшего и среднего профессионального образования 
четвертого 
поколения, 
формирование 
и 
совершенствование 
общекультурных компетенций, а также языковой и коммуникативной 
компетенции 
на 
уровне, 
который 
позволяет 
использование 
английского языка в профессиональной деятельности. Личностные и 
метапредметные результаты обучения также важны, как и результаты 
изучения предмета.   
 Задачи пособия включают в себя формирование навыков 
устной и письменной речи, лексических и грамматических навыков в 
области рекламы на английском языке, формирование навыков 
самостоятельной 
работы 
студентов. 
Практическая 
отработка 
материала 
обеспечена 
коммуникативными 
упражнениями. 
Последовательное 
системное 
изучение 
профессионально-
ориентированного английского языка в сфере рекламы обусловливает 
его дальнейшее использование в академических целях и в 
профессиональной деятельности.  
В первой части пособия представлены материалы для изучения 
профессионально-ориентированного  английского языка на основе 
темы «Виды рекламы», которые включают в себя печатную, 
маркетинговую, 
общественную, 
наружную, широкоформатную 
рекламу, рекламу размещения продукта и скрытую рекламу. Каждый 
урок содержит практические материалы, практические работы и 
контрольные задания. 
Во второй части пособия изучаются способы и этапы 
разработки рекламных стратегий, и такие рекламные стратегии как 
блистающие  
общности, 
переключение 
внимания, 
отзывы, 
призывы. Итоговые задания к семестрам представлены проектной 
работой.  
К справочным материалам пособия относятся краткий англо-
русский словарь делового английского языка и краткий англо-русский 
словарь рекламных терминов. В  словарях выписаны все глагольные 
формы и степени сравнения прилагательных и наречий.  

7 

Part I. Types of  Advertising 

UNIT 1 
Importance of Advertising 

Vocabulary 
Introductory Terms for Advertising 
Task 1. Listen to the words, read and learn them. 
advertising, n реклама 
Advertising as a form of communication is used to persuade an 

audience to take some action. The audience of advertising can include 
listeners, readers or viewers. 

advertiser, n 1 рекламодатель 2 газета с объявлениями 
Advertiser is the manufacturer, product and service supplier or 

retailer. Advertisers use all kinds of mass media. 

advertise (advertised, advertised, advertising), advertises, v 

рекламировать 

To advertise means to present product or service to audience. Any 

business advertises its products and services. 

advertisement =advert.=ad, n рекламное объявление; plural ad-

vertisements =adverts. =ads, n рекламные объявления   

Advertisement is one of the ways of advertising the product or 

service. Currently there’s a tendency to display the advertisements on the 
Internet. 

Reading 
Importance of Advertising 
Task 2. Learn the words before reading the text. 
consumer, n потребитель 
exposure, n 1 экспозиция 2 воздействие 
implementation, n внедрение 
means of persuasion средства убеждения 
provide (provided, provided, providing), provides, v обеспечивать 


select (selected, selected, selecting), selects, v отбирать 
Task 3. Guess the meaning of the words: business, individual, information, 

public, organization,   stimulate. 

Task 4. Match the meaning of English and Russian words. 
English words: goods, demand, retailer, service. 
Russian words: розничный торговец, спрос, товары, услуга. 

8 

Task 5. Answer the question ‘Why is advertising so important?’ after reading 

the text.  
Importance of Advertising 

It is aimed at implementation of their purposes. Advertising is realised through 
distribution of information. Advertising provides an  exposure of goods 
and services to selected consumers, and this information is usually paid by 
 individuals or organizations. It also attracts retailers. 

Why is advertising so important? This is because it stimulates demand 

for products and services. The potential customer reads, hears or watches 
advertisements and buys the advertised product. Advertising is a strong 
means of persuasion. It is both an industry and an art. 

Talk 
Effectiveness of Advertising 
Task 6. Read the talk of Michael and Mary about the effectiveness of 

advertising and dramatise it. 

Characters: Michael and his fellow mate David. Both are 

students currently studying advertising. 

Effectiveness of Advertising 
– Hello, Michael, how are you?
– I’m well, thank you, and you?
– Great. I’m going to become a specialist in advertising.
– Why?
– It’s so important and can be effective.
– What do you mean?
– Effective advertising contains specific information about goods

and their use, shows benefits to consumers, catches their attention. 

– Yes, it does, and the original message is also important as well as

placing advertisements in the media of high reputation. 

– Quite right.
– Good luck. See you soon.
– Goodbye.
Writing 
How to Make Advertising Effective 
Task 7. Write a dialogue about the effectiveness of advertising (10-12 replicas 

and responds. 

9 

Advertising is an inseperable part of business and public organizations. 

UNIT 2 
Types of Advertising. Introduction. 
Print and Marketing Advertising 

Vocabulary  
Specific Words for Print and Marketing Advertising 
Task 1. Learn the words about print and marketing advertising.  
advertorial, n реклама в газете или журнале, содержащая 

информацию о продукте в стиле редакционной журналистской статьи 

Advertorial is a special advertisement. Advertorial is an advertisement 

that provides information as in editorial articles.  

 banner, n баннер - заголовок или реклама, появляющаяся на веб-
странице в форме столбца или рамки
A banner is an advertisement on a web page. A banner can also be 

a heading on a web page. 

flyer, n 1 листовка 2 флайер 
Flyer is a small advertisement on one side of paper. Flyers advertise 

products and events. 

Task 2. Find the meaning of special words in the field of mass media, print 

advertising in the dictionary.  Choose printed or e-dictionary: brochure, journal, 
magazine, newspaper.  

Task 3. Learn the words before reading the text. 

cave paintings наскальные рисунки 
choice, selection n выбор 
evolve (evolved, evolved, evolving), evolves, v 1 развиваться  

2 эволюционировать 

papyrus sheets листья папируса 
Task 4. Guess the meaning of words related to computer English: chat, forum,

 video, website. 

Reading 
Print and Marketing Advertising 
Task 5. Answer the questions after reading the text "Print and Marketing

10 

assume (assumed, assumed, assuming), assumes, v предполагать

Advertising".
1. What does  print advertising include?
2. What is marketing advertising?

Print and Marketing Advertising
       Advertising has become a form of communication with numerous ways 
for a business to convey a message to a consumer. We can assume that  the 

cave paintings or papyrus sheets were the first forms of advertising. 

      Advertisers currently have a wide selection. There are the Internet sites,  

chats, forums, commercials, banners, videos. Print advertising includes everything

that is printed on paper: newspapers, magazines and journals, brochures, flyers.

Marketing advertising has become important over the past twenty years. 

It was developed based on creative ideas and innovations. This is an interactive 
form of advertising that attracts consumers to participate in promotional
events, taking into account time and place. 

Talk 
Branded Chat Rooms 
Task 6. Read and dramatise the dialogue.  
Characters:  
Richard Green, who  graduated as an advertising specialist two

 years earlier 

John White, advertising specialist  
Michael, a student who is currently studying advertising 
Branded Chat Rooms 
– Allow me to introduce my colleague, John White.
– Nice to meet you, Michael.
– Nice to meet you too. Could you, please, tell me about the use
of
branded chat rooms in advertising? 

– Oh, they are very useful, because you can discuss various

business problems in all areas, including advertising at different levels. 

– Including the level of top executives?
– Them too. I would advise you to watch these discussions, then

select some of them and become one of the participants in the chat. 

– Thank you.
Task 7. Make up a dialogue on the topic under discussion.
Writing 
Preference of Print Advertising 
Task 8. Write about what type of print advertisements you prefer and why. 

11 

UNIT 3 
Public Service and Media Advertising 

Vocabulary 
Specific Words for Types of Public Service and Media Advertising

Task 1. Explore definitions related to types of public service and media advertising.

broadcast advertising широковещательная реклама 

The commercials are a necessary part of broadcast advertising. 

Broadcast advertising is aimed at wide audience. 

covert advertising скрытая реклама 
Covert advertising is just mentioning of goods or products in the 

film. 

media advertising реклама в средствах массовой информации 

(СМИ) 

Advertising in the media has a wide target audience. The basis of 

media advertising is print advertising, radio, television and the Internet. 

mobile advertising мобильная реклама 
Mobile applications allow the use of mobile advertising. Mobile 

advertising can be applied to millions of mobile users. 

online advertising онлайн (интернет) реклама 
Availability is a benefit of online advertising. Another benefit of 

online advertising is immediate placement of advertisements. 

outdoor advertising наружная реклама 
The advantage of outdoor adverting is its visibility. Another advantage

of outdoor advertising is its large size. 

product placement advertising реклама размещения продукта 
Product placement advertising can be realised in the form of hidden 

display of goods and products in films.  

public service advertising общественная реклама 
Public service advertising is aimed at issues of public service interest.

Public service advertising touches such spheres as religion, politics, health, 
 safety. 

Reading 
Public Service and Media Advertising 
Task 2. Read the text and find definitions of broadcast, outdoor, product 

placement, covert advertising, public service, mobile and online advertising. 

12 

Public Service and Media Advertising 

One of the most widely used types of advertising is broadcast advertising,

i. e., both television and radio. Outdoor advertising is referred to as out-of-home 
advertising. It is usually placed outside. Public service advertising is aimed 
more at information and education of customers than at selling products 
or services. Product placement advertising can be hidden inside films or shows. 
Covert advertising is just mentioning of products or services. It is advertising 
of goods and services. The use of mobile advertising means connecting portable 
electronic devices to the Internet with the involvement of social networks. 
Online advertising is an important part of the Internet. It can be placed on any 
site.

Task 3. Say what types of advertising you prefer and why. Motivate your 

choice. 

Talk 
Online Advertising 
Task 4. Complete the dialogue with words and phrases below and dramatise it: 

advertising, online advertising, website. 

Characters: Ms. Smith, Advertising Lecturer 
Michael, a student who is currently studying advertising 
Online Advertising 
— Good morning, Ms. Smith. Could I ask you a question, please? 
— Yes, please. What is it about? 
— It’s about …. 
—  Oh, it is one of the most important types of …. Do you use it 

now? 

—  Not yet. 
— What a pity. Using online advertising, you will always be up to 

date with the latest business offers. 

— Where can I find it? 
— It can be found on almost any …. Try some of them. If you need 

my help, please tell me. 

— Thank you very much, Ms. Smith. 
—  Don’t mention it. 
Writing 
Preferable Type of Advertising 
Task 5. Find information in books or on the Internet and write a paragraph 

or two about any type of advertising. 

13