Разговорные темы по английскому языку. Яшина Е.А. - 55 стр.

         Part B

         Reading
         Advertising and persuasion
           1. Four sentences have been taken out of the text below. Read through the
              text and then choose the best sentence (A-G) to fill each gap. To help
              you choose the correct sentence, look carefully at the text before and af-
              ter each gap.
                  A. This means that they also have values.
                  B. Its primary function is, of course, to sell goods and services.
                  C. The purchase of the product becomes the key to entering this
                     mythical world.
                  D. But they do offer a highly selective form of truth-telling.
                  E. Some agencies have come up with what is called lifesyle advertis-
                     ing.
                  F. These images and lifestyles are created mainly by telling stories
                     with a human interest.
                  G. But they can also create dissatisfaction with the way things are.

             Whatever its measurable effects, advertising clearly matters to advertis-
       ers, since huge sums are spent on advertising budgets and spending has treb-
       led over the last decade. (1)................ . But since advertising uses powerful
       images to promote its products, it’s also incidentally promotes “lifestyles”.
       Some advertisements, like those for public utilities and environmentally sen-
       sitive industries, are solely devoted to promoting public images of themselves.
       (2) ............................. .
             Advertising stories are not just series of events in time. They involve
       structures of cause and effect. (3) ………….... . Advertisements for items like
       cars or computers speak of status, style and success more than the actual
       features of the products. The kind of values portrayed and the way they are
       presented are important factors in creating the ideologies which envelope the
       products.
             Advertisements do not lie. At least, not in an obvious way. (4)
       ……………….. . There are clear differences between the frontal “hard sell”
       approach which makes direct claims about products and urges audiences to
       behave in specific ways and the more “soft sell” which leaves audiences to do
       more imaginative work themselves. Stories usually demand this kind of
       imaginative work from audiences, so we need to focus our attention on how
       they work.


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