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Контрольная работа по английскому языку
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- 2017 год
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Вариант III
1. a) Раскройте скобки и употребите глагол в нужном времени, лице, числе и залоге;
b) переведите текст письменно;
c) задайте к тексту 5 вопросов различных коммуникативных типов.
Advertising in the USA
The influence of advertising in the mass media market (to have) both advantages and disadvantages. On the plus side (to be) the fact that people (to get) an incredible variety of information, entertainment and culture at minimal cost. The disadvantage (to be) that nearly all of America’s mass communications heavily (to overload) with commercial and persuasive messages.
All advertising (to contain) both information and persuasion. The classified advertisements in the daily newspapers (to be) almost pure information. So are most of the supermarkets specials.
In Latin ad vertere (to mean) “to turn the mind towards something”. The American Marketing Association (AMA) (to point) out that advertising (to be) a tool of marketing along with the product price, distribution and personal selling. It also (to remind) us that advertising can be used to promote ideologies and services.
The first function of advertising (to be) to distinguish among identical products. This attempt (to exercise) at the end of the 19th century by means of brand name identification. It (to seem) that the brand name would become synonymous with the product or its quality. Today when we (to ask) for Coca-Cola, Kleenex or Xerox – it’s due to this particular function of advertising.
While brand names (to be) an effective advertising technique, something more (to require) to establish the product difference in the public mind. From the realm of political campaigning advertisers (to borrow) the slogan – catchy summary of the product. The slogan (to give) way to the jingle, which (to set) to music and rhyme. “Winston tastes good, like a cigarette should” (to be) an evident though ungrammatical example.
The next technique applied to advertising (to be) brand image. Its aim (to be) to create an image for a product that puts it a little above the competition and hence makes it a little more desirable. Since the late 1960s, a new concept (to come) to national advertising called positioning. Positioning (to consist) of segmenting a market by persuading the customer that the new product (to meet) the needs of a selective group. Positioning (to recognize) the differences in people as individuals and the impossibility of any product capturing the entire potential market.
2. Составьте словарь профессионализмов по теме «Advertising» ( не менее 30 единиц) и выучите их наизусть.
3.Заполните пропуски предлогами, где это необходимо.
The advertising agency is a mediator … the advertisers (manufacturers and distributors) and the mass media (print and broadcast). To be successful, the agency must serve both interests.
All agencies have certain client preferences. Some agencies deal … food and beverages, electronics, clothing and fashion; others … travel, drugs or cosmetics. …this kind … specialization, agencies are able to become closely acquainted … the particular facets … their client pricing, marketing and manufacturing problems. Some agencies prefer print as their basic medium, while others concentrate … television and radio.
A large advertising agency is a complex structure. A number … large agencies have review boards composed … major executives who play devil’s advocate … any planned campaign … it goes … the client.
4. Переведите на английский язык:
a) – Не могли бы вы помочь нам? Дело в том, что мы собираемся проводить рекламную кампанию, чтобы дать возможность потенциальным заказчикам получше познакомиться с нашей продукцией.
- Каким видом рекламы вы хотели бы воспользоваться?
- А что вы могли бы предложить нам?
- Что вы думаете по поводу наружной рекламы?
- А это дорого?
- Все зависит от выбора места рекламных щитов.
5. Ответьте на вопросы.
1) What is the main function of advertising?
2) What are the advantages and disadvantages of advertising in the mass media?
3) What is the primary intention of supermarket specials?
4) What are the basic techniques of advertising?
5) What does positioning recognize?
Вариант III
1. a) Раскройте скобки и употребите глагол в нужном времени, лице, числе и залоге;
b) переведите текст письменно;
c) задайте к тексту 5 вопросов различных коммуникативных типов.
Advertising in the USA
The influence of advertising in the mass media market (to have) both advantages and disadvantages. On the plus side (to be) the fact that people (to get) an incredible variety of information, entertainment and culture at minimal cost. The disadvantage (to be) that nearly all of America’s mass communications heavily (to overload) with commercial and persuasive messages.
All advertising (to contain) both information and persuasion. The classified advertisements in the daily newspapers (to be) almost pure information. So are most of the supermarkets specials.
In Latin ad vertere (to mean) “to turn the mind towards something”. The American Marketing Association (AMA) (to point) out that advertising (to be) a tool of marketing along with the product price, distribution and personal selling. It also (to remind) us that advertising can be used to promote ideologies and services.
The first function of advertising (to be) to distinguish among identical products. This attempt (to exercise) at the end of the 19th century by means of brand name identification. It (to seem) that the brand name would become synonymous with the product or its quality. Today when we (to ask) for Coca-Cola, Kleenex or Xerox – it’s due to this particular function of advertising.
While brand names (to be) an effective advertising technique, something more (to require) to establish the product difference in the public mind. From the realm of political campaigning advertisers (to borrow) the slogan – catchy summary of the product. The slogan (to give) way to the jingle, which (to set) to music and rhyme. “Winston tastes good, like a cigarette should” (to be) an evident though ungrammatical example.
The next technique applied to advertising (to be) brand image. Its aim (to be) to create an image for a product that puts it a little above the competition and hence makes it a little more desirable. Since the late 1960s, a new concept (to come) to national advertising called positioning. Positioning (to consist) of segmenting a market by persuading the customer that the new product (to meet) the needs of a selective group. Positioning (to recognize) the differences in people as individuals and the impossibility of any product capturing the entire potential market.
2. Составьте словарь профессионализмов по теме «Advertising» ( не менее 30 единиц) и выучите их наизусть.
3.Заполните пропуски предлогами, где это необходимо.
The advertising agency is a mediator … the advertisers (manufacturers and distributors) and the mass media (print and broadcast). To be successful, the agency must serve both interests.
All agencies have certain client preferences. Some agencies deal … food and beverages, electronics, clothing and fashion; others … travel, drugs or cosmetics. …this kind … specialization, agencies are able to become closely acquainted … the particular facets … their client pricing, marketing and manufacturing problems. Some agencies prefer print as their basic medium, while others concentrate … television and radio.
A large advertising agency is a complex structure. A number … large agencies have review boards composed … major executives who play devil’s advocate … any planned campaign … it goes … the client.
4. Переведите на английский язык:
a) – Не могли бы вы помочь нам? Дело в том, что мы собираемся проводить рекламную кампанию, чтобы дать возможность потенциальным заказчикам получше познакомиться с нашей продукцией.
- Каким видом рекламы вы хотели бы воспользоваться?
- А что вы могли бы предложить нам?
- Что вы думаете по поводу наружной рекламы?
- А это дорого?
- Все зависит от выбора места рекламных щитов.
5. Ответьте на вопросы.
1) What is the main function of advertising?
2) What are the advantages and disadvantages of advertising in the mass media?
3) What is the primary intention of supermarket specials?
4) What are the basic techniques of advertising?
5) What does positioning recognize?
Вариант III
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