Useful Language

Generalising 1. it is common knowledge 2. on the whole 3.___________ 4.___________	Listing 1.first 2. second 3.______________ 4. _____________ 5._______________
Expressing reason 1.as 2._________	Adding 1.moreover 2.____________ 3._____________
Expressing result 1.so 2._____________	Expressing contrast 1. however 2.__________

15 Read what famous people said about goals of advertising. Discuss the position of the authors. Support your point of view with reasons and examples from your reading, your observations or your own experience. Use the expressions from the Useful Language box.

The very first law in advertising is to avoid the concrete promise and cultivate the delightfully vague.

Bill Cosby (1937-), American actor, producer

The aim of advertising is to know the customer and understand what product or service fits him and sells itself.

Peter F. Drucker, American management consultant

The headline is the most important element of an ad. It must offer a promise to the reader of a believable benefit. And it must be phrased in a way to make it memorable.

Morris Hite

Advertising may be described as the science of arresting the human intelligence long enough to get money from it.

Stephen B. Leacock (1869-1944), Canadian humorist, economist

Advertising is a valuable economic factor because it is the cheapest way of selling goods, particularly if the goods are worthless.

Sinclair Lewis (1885-1951), American novelist, Nobel Prize Winner

16 Read what famous people said about the essence of advertising. Discuss the extent to which you agree or disagree with the opinion stated below. Support your point of view with reasons and examples from your reading, your observations or your own experience. Use the expressions from the Useful Language box.

1.Advertising is the greatest art form of the twentieth century.

Marshall Mcluhan (1911-1980), Canadian communications theorist

2. What you say in advertising is more important than how you say it.

David Ogilvy (1911-), American businessman, advertising expert

3. You can tell the ideals of a nation by its advertisements.

Norman Douglas (1868-1952), British author

4. Promise, large promise, is the soul of an advertisement. _j

Samuel Johnson (1709-1784), British author

5. Early to bed, early to rise, work like hell, and advertise.

Laurence J. Peter

Chapter SEVEN

PROMOTION

Unit 1. READING AND TRANSLATION PRACTICE

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