Задания для допуска на экзамен (экономисты 4 курс, 8 семестр)
I. Four sentences have been taken out of the text below. Head 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 after each gap.
ADVERTISING AND PERSUASION
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 farm of truth-telling
E. Some agencies have come up with what is called lifestyle advertising.
F. These images and lifestyles arc 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 advertisers, since huge sums are spent on advertising budgets and spending has trebled 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 sensitive 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 product»
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 “soil 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.
II. For each statement 1-8, put a tick in the "My view” column if you agree and a cross if you disagree.
My view Writer’s view
1. Advertising often promotes a particular lifestyle.
2. Advertising usually distorts the truth.
3. Advertising is incompatible with an environmentally sensitive way of life.
4. Advertisements often project an imaginary world.
5. Advertising can´t sell anything to anyone unless they really want to buy it
6. Advertisements can create dissatisfaction with life as it really is.
7. Advertisements often portray a product as a solution to your problem
8. Advertising often changes people’s behaviour.
III. Read the rest of the text “Advertising and Persuasion” and put a tick/cross in the Writer’s view column according to whether the writer seems to agree or disagree with statements 1-8. Leave the box blank if you think the writer expresses no opinion.
In many cases, advertisements offer their products as solution to problems. But they can also create dissatisfaction with the way things are. What if you cannot afford what is on offer and what if it fails to fulfill its promise? By offering products to aspire to in a mythical future, advertising may create discontent with the here and now.
Advertisements often promote feelings of dissatisfaction or desire amongst audiences which the products claim to remove. This is most often done by creation of a mythical (“Martini”) world which is offered as a superior form of existence. The purchase of the products becomes the key to entering this mythical world. So advertising has effects beyond stimulating the need to buy....