B. Paraphrase sayings from exercise A following the rules:
A) Save the original idea, but do not introduce any fresh ideas.
B) Deal with a sentence as a whole, do not paraphrase word by word.
C) Find synonyms. If a synonym cannot be found, repeat the original word.
D) Save the same person and the same tone as in the original.
E) Render figures of speech literally in plain language.
C. Discussion. Chose a mate you like best (worst) in your group. Question him/her, let him/her ask a mate he/she likes best (worst) and so on. Are most of your group mates great fans of advertisements? And you? Why (not)?
1) What is advertising? Is it information or manipulation?
2) What makes a product or service most attractive to the potential audience?
3) Do you think advertisers aren’t satisfied with satisfactory?
4) Which of the following – print advertising, TV ads, radio advertising, outdoor advertising, online advertising (trailers, blogs, social networking), mobile advertising, press screening – are important to promote a new film?
5) Is it acceptable to use a shocking or provocative campaign to appeal to the emotions of the potential audience? Do you know any examples of guerilla advertising?
6) Is word of mouth a powerful marketing tool to get people talking about a product in a positive way?
7) Would you have a website or set up a Facebook page to represent your product? Would you use forums?
8) How would you advertise your company? Would you hire a reputable company to promote your product/service? Or would you do it yourself?
9) Who would work for nothing to promote your product and why?
10) What does co-advertising mean? Is it unethical to use product placement on television shows and/or movies?
D. Read the text «On Advertising in Movies»:
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dvertising is a deeply pervasive part of all lives lived in consumerist economies. The average individual in Western society is bombarded with several hundred adverts per day – billboards, TV commercials, film trailers and product placement in films, Internet ads, radio blurbs, newspaper and magazine ads, and more. Advertising both is a kind or popular culture, and it is a major way that we learn about and learn how to interpret other kinds of popular culture. Film trailers, for instance, not only seek to sell their cinematic product, but they also hope to shape the way we think about the movie.
Advertising is a major mode of socialization, telling us how to think and feel (what’s hip, what’s sexy, what’s normal), and what problems we need to worry about (lack of the latest e-gadget, insufficiently white teeth, mammary magnitude, etc.).
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Let’s get concentrated on advertising in movies. Unfortunately, advertising is what makes filmgoers annoyed and exhausted. Have you been to the movies lately and suffered through the half-hour mostly of ads and then coming attractions before the feature film finally appears? Ads came slow to movie theatres. First there were a few brief national ads, and then more and more, and longer and longer, and now a torrent of insufferable ads – for products, services and even TV shows. The chains that own most of the movie theatres don’t want to give up this newfound revenue. More and more people choose movies that just show movies – no ads.
There is one more question to discuss – product placement. Product placement also known as product brand placement, in-program sponsoring, branded entertainment, or product integration is an advertising technique, in which a brand name product is inserted into a scene of a television show or a movie. It gradually became a widespread practice after the classic placement of Hershey’s Reese’s Pieces was made in the 1982 theatrical release of E.T. the Extra Terrestrial. In the movie, Hershey’s Reese’s Pieces were prominently displayed as the young boy and the alien met and built their friendship. Sales of Hershey Reese surged 70% within the first month of the movie’s release. Hershey didn’t pay a dime to the folks to have their candy placed prominently in the movie. It agreed to promote E.T. with $1m worth of advertising in exchange for the product placement in the movie.
Movies and programs are watched many times, accordingly, product placements are not limited in time to the original filmed item. In addition, today’s technology can insert product placements in places they were not before. Service placements tend to be woven into the script and are probably more effective than product placements that are used simply as background props. Many consumers and researchers consider product placements as excessive commercialization of the media and an intrusion into the life of the viewer. The viewer does not go to the movie or television to see the product placement. At the same time some movie watchers have a positive attitude toward this form of marketing communication, feeling it is preferable to commercials shown on the screen before the movie. Product placements typically are seen as an acceptable practice, frank, amusing, pleasant and dynamic.
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Let’s take a look at examples of product placement in The James Bond movies. There have always been a smorgasbord of product placements, from remote-controlled BMWs and Omega watches to elaborate vacation destinations. But Heineken tops the list: Their U.S. division paid a reported $45m for a product placement in the 2012 film Skyfall. And for fans of the series that are used to hearing the character order his signature drink – martini (shaken, not stirred) – the in-movie placement was pretty obvious. In fact, it was almost alarming to hear Bond turn down his signature drink for a bottle of Heineken.
E. Answer the questions:
1) Are we heavily overloaded with ads?
2) What does product placement mean?
3) Does advertising influence on our likes and dislikes?
4) Why is advertising thought to be a major mode of socialization?
5) Why does advertising make moviegoers annoyed?
6) When was product placement used for the first time?
7) How much money did Hershey pay to have their candy placed in the movie?
8) Do viewers accept the commercial realities or are they strongly against product placement?
9) What products does James Bond usually advertise?
10) What drink did James Bond use to drink? What has he turned down his signature drink for?
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