Translate in writing the paragraph from the text concerning transit panels.

9) Explain the following:

 

1. Location is vital in this medium - and prices are based on the traffic that is exposed to the site.

2. Both types of transit advertising require eye-catching graphics, but the copy can be longer than for outdoor posters.

 

10)Answer the following questions:

 

1. What are other forms of advertising?

2. What is a standard outdoor advertisement?

3. What is the procedure for this type of advertising?

4. How can nonprofit organizations obtain usage of outdoor space?

5.What do cards in transit vehicles often carry?

Sum up the contents of the text in one or two sentences.

12) Develop the following statement from the text in no more than 100 words:

 

Most outdoor advertising employs paper sheets pasted on a wooden or metal background.

13) Render the following text in English:

Наружная реклама

 

Наружная реклама (англ. outdooradvertising) - медиаканал, который доно­сит рекламные обращения до получателей при помощи отпечатанных типо­графским способом плакатов, рисованных щитов или световых табло, устанав­ливаемых в местах наиболее оживленного уличного движений, а также вдоль шоссейных и железных дорог. Основными носителями наружной рекламы следует назвать рекламные щиты (англ. billboard), вывески на остановках (busshelter), электронно-механические щиты с периодически сменяющимися изображениями

(prismavision), световые короба (citylight), световые короба на опоре (citylightonpole), стационарные панно на зданиях - брандмауэры, пространственные конструк­ции (например, огромные объемные макеты: упаковки пленки «Kodak», бутылки «Соса-Cola», пачки сигарет «МагНюго» и т.п.), транспарант-растяжки (баннеры, от англ. banner), «бегущая строка» и др.

Рекламный контакт достигается во время передвижения по городским улицам и автострадам и поэтому является очень кратким по времени. В связи с этим обращение должно быть лаконичным, тексты - краткими, а изображе­ния - привлекающими непроизвольное внимание и выразительными по форме.

Преимуществами наружной рекламы являются: широкий охват аудитории, частотность, гибкость, относительно невысокая стоимость одного контакта и долговременность воздействия на аудиторию.

Наружная реклама наряду с преимуществами имеет и недостатки. К ним необходимо отнести большие сроки, необходимые на проведение кампании с использованием данного медиа-канала. Под влиянием атмосферных явлений (дождь, мороз, ветер и т.н.) резко снижается качество изображения на щитах. Носители наружной рекламы требуют постоянного контроля над их состоя­нием. Рекламодателю, осуществляющему общенациональную кампанию, проконтролировать эти моменты практически невозможно.

TextD

Posters

Posters are used in a variety of settings to create awareness and remind people of something. Many companies use posters on bulletin boards to remind employees about basic company policies and safety precautions.

A good example is the Nissan Motor Company's poster campaign to remind employ­ees at various U.S. offices to buckle up when driving. Nissan used a series of posters with a lighthearted touch, using famous artworks and personalities. One poster draped a seat belt over a stock movie photo of Sherlock Holmes with the caption, "It's Elementary, Buckle Up Now".

Government agencies often use posters as part of public information campaign about preventing AIDS, getting flu shots, or having pets neutered. The government of New Zealand used an extensive poster campaign to warn returning citizens from abroad about the dangers of bringing fruit and other banned products into the island nation. The large poster, in full color, carried the headline "Lethal Weapon" and showed a collage of banned food products in the shape of a machine gun. The copy below the picture was simple and brief:

 

Don't Bring One Home

 

The everyday items you bring back from overseas could contain pests and diseases with a more lethal effect than any weapon:

• Devastating our economy.

• Destroying our environment.

Just ask your travel agent for a brochure on what you can and can't bring back. And if you're in doubt, leave it behind.

Museum exhibits and art shows lend themselves to poster treatments. The poster, often a piece of art itself, can promote attendance and can also be sold as a souvenir of the show.

Posters can also be used as mailers to business prospects and key opinion leaders. The American Management Association regularly sends posters to businesses promot­ing its services and conferences, they are mailed in the hope that the recipients will dis­play them on bulletin boards so that additional people are informed.

To be effective, a poster must be attractively designed and have strong visual ele­ments. It should be relatively large, convey only one basic idea, and use only a few words to relate basic information. A poster is a small billboard.

Posters, if done property, can be expensive to design and produce. Therefore, you need to assess how the posters will be used and displayed. Costs can be controlled, often by buying ready-to-use posters from printers and having the organization's name or logo printed on them. Local chapters of national organizations, such as the American Cancer Society, also get posters from the national organization that can be easily localized.

 

□ Notes:

the American Management Association - АмериканскаяАссоциацияменеджмента. Основана в 1923 г. Штаб-квартира в г. Нью-Йорке.

□ Vocabulary:

poster - афиша, плакат, постер

variety - разнообразие

setting - окружение; окружающая обстановка

create - создавать

awareness - осознание, осведомленность, знание

remindsmb. of - напомнитьк.-л. о

bulletinboard - доскаобъявлений

employee - служащий

precaution - предостережение; предосторожность

buckleup - пристегнуть ремни

light-hearted - беззаботный, веселый, беспечный

drape - драпировать; накинуть (что-то сверху)

stockmoviephoto - кадр из фильма

caption - подпись (под фотографией); титр

campaign - кампания, мероприятие

preventAIDS - помешать распространению СПИДа

getflushots - получить лекарства от гриппа в виде инъекции

havepetsneutered - кастрировать, стерилизовать любимых домашних животных

lethal - летальный, смертельный

collage- коллаж

banned - запрещенный

item - предмет

overseas - из-за моря, из-за границы

contain - содержать

pests - паразиты, вредители

desease - болезнь

devastate - опустошать, разорять

destroy - уничтожатьenvironment - окружающаясреда

be in doubt - сомневаться

exhibits - экспонаты

ailshows - выставка, показы произведений искусства

treatment - подход, обработка

promote - способствовать

attendance - посещение, посещаемость, публика

mailers - рекламно-информационные материалы, рассылаемые по почте

recipient - получатель

display - выставлять, показывать

attractively - привлекательно

visual - наглядный, видимый, зрительный

convey - передавать

relatively - относительно

relate - излагать, передавать

properly - как надо; должным образом; как следует

assess - оценить

ready-to-use - готовый к употреблению

logo логотип; фирменный знак

localize - ограничить распространение; локализовать

Exercises

1) Find the English equivalents in the text. Use them in sentences of your own:

 

1. основная политика компании

2. пристегнуть ремни

3. островное государство

4. полноцветный

5. поместить заголовок

6. авторитет, лидер мнений

7. готовыйкупотреблению

2) Find in the text the words which describe or mean the following:

 

1. a large printed notice, picture, etc., used to advertise something or as a deco­ration —

2. a thin book giving information or advertising something -

3. an occasion when a lot of similar things are brought together in one place so that people can come and look at them -

4. a board on the wall that you put information or pictures on –

5.alarge sign used for advertising -

6.words printed above or below the picture in a book or newspaper or on a televi­sion screen to explain what the picture is showing -

7. a small design or way of writing a name that is the official sign of a company or organization –

3) Translate the following words into Russian. Use them in sentences of your own:

 

to get flu shots;

to prevent AIDS;

to have pests neutered;

collage of banned fruit products;

in the shape of;

to promote attendance;

to have strong visual elements;

lethal weapon.

 

4)Match the words. Use them in sentences of your own:

machine	campaign
opinion	posters
ready-to-use	settings
local	belt
variety of	chapters
seat	gun
public	leader
relatively	large

5) Translate the following sentences into Russian:

1. That cocktail looks pretty lethal.

2. Lara plans to study overseas.

3. Many historians were stunned by the book's inaccurate treatment of the event.

4. Miss Morton gets an employee discount at Carson's.

5.A campaign against the death penalty was waged in the country.

6. Attendance at Central park was down last year.

 

6)Complete the following sentences from the text and translate them into Russian:

 

1. Posters are used in a variety of settings to create....

2.... as mailers to business prospects and key opinion leaders.

3. Museum exhibits and art shows lend themselves to....

4. To be effective, a poster... and have strong visual elements.

5.Posters, if done properly, can be expensive to....

6. The poster, often a piece of art itself, can promote attendance and....

7)Match the words which are close in the meaning:

island	receiver
to promote	to exhibit
recipient	appealingly
to display	isle
attractively	competently
properly	to encourage

 

8) Match the words having the opposite meaning:

island	to prevent
to promote	unacceptably
recipient	repulsively
to display	sender
attractively	to conceal
properly	mainland

 

9)Write questions to the following answers:

1........................................? Many companies use posters on bulletin boards to remind

employees about basic company policies and safety precautions.

2........................................? Government agencies often use posters as part of public

information campaigns about preventing AIDS, getting flu shots, or having pets neutered.

3........................................? The poster, often a piece of art itself, can promote atten­dance and can also be sold as a souvenir of the show.

4........................................? Posters can also be used as mailers to business prospects

and key opinion leaders.

5........................................? A poster should be relatively large, convey only one basic

idea, and use only a few words to relate basic information.

6.........................................? Costs can be controlled, often by buying ready-to-use

posters from printers and having the organization's name or logo printed on them.

10) Explain the following:

1.Museum exhibits and art shows lend themselves to poster treatment.

2. To be effective, a poster must be attractively designed and have strong visual elements.

3. Posters, if done properly, can be expensive to design and produce.