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Advertising and the Modern World
The modern world depends off advertising. Without it, producers and distributors would be unable to sell, buyers would not know about products or services, and the modern industrial world would collapse. If factory output is to be maintained profitably, advertising must be powerful and continuous. Mass production requires mass consumption which in turn requires advertising to the mass market through the mass media.
Advertising is not easily defined, though many people have tried. Narrowly, it means a paid form of non-personal communication that is transmitted through mass media such as television, radio, newspapers, magazines, direct mail, public transport vehicles, outdoor displays and now also the Internet, which aims to persuade, inform, or sell. It flourishes mainly in free-market, profit-oriented countries. It is one of the most important factors in accelerating the distribution of products and helping, to raise the standard of living. Advertising cannot turn a poor product or service into a good one. But what it can do – and does — is to create awareness about old and new products and services. So three main objectives of advertising are: (1) to produce knowledge about the product or service; (2) to create preference for it; and (3) to stimulate thought and action about it.
Advertising belongs to the modern industrial world. In the past when a shopkeeper had only to show and tell about his goods to passers-by, advertising as we know it today hardly existed. Early forms of advertising were signs such as the inn sign or the apothecary´s jar of colored liquid, some of which have survived until today.
Evidence of advertising can be found in cultures that existed thousands of years ago, but advertising only became a major industry in the 20th century. Today the industry employs hundreds of thousands of people and influences the behavior and buying habits of billions of people. Advertising spending worldwide now exceeds $350 billion per year. In the United States about 6000 advertising agencies help create and place advertisements in a variety of media, including newspapers, television, direct mail, radio, magazines, the Internet and outdoor signs. Advertising is so commonplace in the United States that an average person may encounter from 500 to 1000 advertisements in a single day, according to some estimates. Advertising permeates everyone´s daily life.
Advertising has become increasingly international. More than ever before, corporations are looking beyond their own country’s borders for new customers. Faster modes of shipping, the growth of multinational corporations, rising personal income levels worldwide, and falling trade barriers have all encouraged commerce between countries. Because corporations are opening new markets and selling their products in many regions of the globe, they are also advertising their products in those regions.
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1. What is advertising? Give the definition of advertising.
2. What are three main objectives?
3. Why has advertising become international?
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(2)….: Patricia Marchand, General Manager
(4): Visit of German agent
Please, note that Katya Shmidt, our German agent will be visiting the company on Friday, 26 April.
There will be a meeting on that day, at 11.30 a.m. in the boardroom, which you should all attend.
Ms Shmidt will be presenting her marketing plan for expanding sales in the German market.
If you wish to join us for lunch at a local restaurant, please let me know as soon as possible
18 April, all department heads, Subject, from