MODULUL 14 Limba englez

14
MODULUL 14:
ARGUMENTS FOR AND AGAINST
ADVERTISING
Timpul mediu necesar pentru studiu: 120 minute.

Obiective educaionale
n urma studierii acestui Modul, vei dobndi urmtoarele competene
i aptitudini:
- vei citi, traduce, discuta texte de specialitate
exersnd n acelai timp structurile gramaticale studiate anterior
(pluralul substantivelor)
- vei exersa limbajul frecvent utilizat n domeniul publicitii
- vei putea argumenta pro sau contra publicitii utiliznd termeni
specifici domeniului reclamei i al publicitii.

Cuvinte cheie:
advertising, arguments, debate.

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Cuprinsul Modulului:
Modulul 14: ARGUMENTS FOR AND AGAINST ADVERTISING 293
Obiective educaionale ...................................................................... 293
Cuvinte cheie: .................................................................................... 293
Cuprinsul Modulului ......................................................................... 294
14.1 .................Arguments for advertising............................................ 295
14.2 .................Arguments against advertising............... ...................... 297
14.3. ..................Grammar review: Plural of Nouns..........................298
Subiecte pentru autoevaluare ............................................................... 300
ntrebri de autoevaluare ................................................................. 300
Teste gril pentru autoevaluare........................................................ 301
Exerciii rezolvate ............................................................................. 303
Subiecte pentru evaluare i control ...................................................... 305
Teme pentru aprofundarea cunotinelor ........................................ 305
ntrebri de evaluare ........................................................................ 306
Teste gril: ......................................................................................... 306
Referate ............................................................................................. 307
Exerciii propuse spre rezolvare ....................................................... 309
Rezumatul acestui Modul...................................................................... 312
Bibliografie obligatorie ......................................................................... 313
Bibliografie ............................................................................................ 313
Bibliografie general ............................................................................. 314

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UNITATEA DE NVARE NR. 14

n acest Modul se discut importana publicitii, rolul ei de a informa i a

convinge, cu scopul de a crea preferine pentru un anumit produs sau de a-i
motiva pe consumatori s consume un anumit produs. Sunt aduse n discuie
avantajele i dezavantajele publicitii.
Ideile sunt prezenatate ntr-o succesiune logic, schematic pentru
a uura parcurgera materialului. Exerciiile de vocabular vor fi
susinute de cele de gramatic pentru a asigura o comunicare
corecta i cursiv.

14.1 ARGUMENTS FOR ADVERTISING

1.

Advertisements tell consumers about the products that are

available, allowing them to make a wider and more informed choice.

2.

It encourages competition between firms, who have to produce

cheaper and better products. Advertisements tell consumers about the

products that are available, allowing them to make a wider and more
informed choice.
3.

Advertisements tell consumers about the products that are

available, allowing them to make a wider and more informed choice.

4.

By creating a wider market for products, advertising makes

large-scale production and sales possible. Mass production also makes

goods and services cheaper for consumers.
5.

Without advertising, media such as newspapers and television

would be more expensive. Many sporting clubs and other organisations also
benefit from advertising revenue.

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Dac ai neles paragrafele parcurse pn aici, atunci te rog

s completezi cuvintele lips n textul de mai jos:

It encourages .................... between firms, who have to

produce cheaper and better products.
.............................. tell consumers about the products
that are available, allowing them to make a wider and
more informed choice. By creating a wider market for
products, advertising makes ......................... and sales
possible. Mass production also makes goods and
services cheaper for consumers.

Scrie aici rspunsul considerat corect de ctre tine:

...........................................................................................
i apoi, verific-te mai jos dac ai dat rspunsul corect.

Rspunsul corect este:

competition, advertisements,large-scale
production

Dac ai rspuns corect, te felicit!

Dac nu, atunci trebuie s revii asupra paragrafelor parcurse
pn acum, pentru a le aprofunda.

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14.2. ARGUMENTS AGAINST ADVERTISING

1.

Advertising is expensive and may lead to prices being higher

than necessary. High advertising costs may also prevent new firms from
entering the market because they cannot afford the expense.
2.

Advertising can be misleading. However, there are substantial

controls upon the industry.

3.

Advertising can put pressure upon people to buy products that

they dont really need or cant afford.

4.

Advertising is often wasteful sometimes involving the same firm

advertising virtually identical products against each other (washing powder

is a good example).

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Dac ai neles paragrafele parcurse pn aici, atunci te rog

s rspunzi la urmtoarea ntrebare:

How does advertising put pressure on people?

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Dac consideri c ai rspuns corect, verific-te mai jos. Dac
nu, atunci te rog s revenii asupra paragrafelor parcurse pn
acum, pentru a le aprofunda.

Rspunsul corect la ntrebarea anterioar este:

Advertising can put pressure upon people to buy

products that they dont really need or cant afford.
Dac ai rspuns corect, te felicit!
Dac nu, atunci trebuie s revii asupra paragrafelor parcurse
pn acum, pentru a le aprofunda.

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14.3. GRAMMAR REVIEW: PLURAL OF NOUNS

1. Usually the plural is formed by adding s to the singular form.

e.g. car-cars
flower - flowers

!Remember

When the noun ends in a sibilant consonant (-s, -ss, -x, -ch, -sh, zz), the letter e is added after it, before the inflection s

e.g. bus buses

kiss kisses

quiz quizzes

fox foxes

bush bushes

beach beaches

When the noun ends in y preceded by a vowel, the plural is

formed by adding s in the ordinary way

e.g. day days

boy boys

When the noun ends in y preceded by a consonant, it changes into

i, and the plural will be ies.

e.g. story stories

study studies

Irregular plurals

e.g. man men

woman women
goose geese
foot feet
tooth - teeth
mouse mice
- three nouns get en in the plural
e.g. child children

ox oxen

brother brethren

(brother has regular plural, too)

1. Nouns can be countable (many) or uncountable (much).

Uncountable nouns do not take the indefinite article (a) and have no

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plural. Nouns which refer to general things, such as qualities,

substances, topics and processes, are uncountable.
e.g.

Humans need oxygen.

I bought some flour.
Humour is a great gift.

Here is a list of nouns that are often countable in other languages but
are uncountable in English: furniture, information, knowledge,
money, news, baggage, luggage, homework, traffic, advice, hair,
progress, research, machinery.

2. Some countable nouns have the same form for both singular and
plural. Many of these refer to animals and fish: sheep, deer, fish, cod,
salmon, means, series, crossroads, offspring.
There is a small group of nouns that only have plural forms. These
are often clothes and tools, which have two similar parts: clothes,
pyjamas, glasses, scissors, binoculars, wages, premises.

Collective nouns refer to a group of people or things. They are

followed by either a singular or a plural verb.
e.g. The government has changed.
The government are planning dramatic changes.
The following are collective nouns: army, jury, staff, council,
company, committee, audience, data, media, press, public,
community, family, group.
Further

reading:

http://www.myenglishpages.com/site_php_files/grammar-lessonplurals.php

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Subiecte pentru autoevaluare:

ntrebri de autoevaluare
1. What impact does advertising have on media?
Scrie rspunsul tu aici:
.............................................................................................................
.............................................................................................................
.............................................................................................................
.............................................................................................................
.............................................................................................................
.............................................................................................................
Rspunsul corect la ntrebarea de mai sus este:
Without advertising, media such as newspapers and television would be
more expensive.

2. Can all firms afford to pay for advertising? Which are the
consequences?
Scrie rspunsul tu aici:
.............................................................................................................
.............................................................................................................
.............................................................................................................
.............................................................................................................
.............................................................................................................
.............................................................................................................
Rspunsul corect la ntrebarea de mai sus este:

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Advertising is expensive and may lead to prices being higher than

necessary. High advertising costs may also prevent new firms from entering
the market because they cannot afford the expense.
Dac ai terminat de rspuns la ntrebrile de mai sus, verificai-v
rspunsurile date confruntndu-le cu materialul teoretic prezentat n
acest Modul.
Nu ai rspuns corect la toate ntrebrile? Nu fii dezamgii,
cci v recomandm s reparcurgei materialul teoretic i cu
siguran vei putea rspunde acestor ntrebri. E simplu! Putei
de asemenea, s v notai eventualele nelmuriri, pentru a le
clarifica n cadrul Activitii tutoriale (AT).
Ai rspuns corect la toate ntrebrile? FELICITRI!!!
Continuai parcurgerea acestui Modul pentru a v pregti
corespunztor n vederea atingerii obiectivelor stabilite pentru
acest Modul.

Test gril pentru autoevaluare:

1. In many markets there is a firm with a much larger market share
than its competitors, called a ..
a. market leader
b. monopolist
c. multinational
Rspunsul pe care l consideri corect este: ............................

2. A company that is number two in an industry, but which would

like to become number one think of Pepsi vs. Coca Cola is
known as a
a. market challenger
b. market competitor
c. market follower
Rspunsul pe care l consideri corect este: ............................

3. A smaller company in an industry, more or less content with its

existing market share, is called a
a. market challenger
b. market follower
c. market sharer

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Rspunsul pe care l consideri corect este: ............................

4. Small, specialised companies, which target segments within

segments, are called .
a. market failures
b. market followers
c. market nichers
Rspunsul pe care l consideri corect este: ............................

5. A market in which one single producer can fix an artificially

high price is called a/an .
a. homogeneous market
b. monopoly
c. undifferentiated market
Rspunsul pe care l consideri corect este: ............................

6. A market dominated by a few large suppliers, and which it is

hard for new companies to break into, is called a/an

a. conglomerate
b. market concentration
c. oligopoly
Rspunsul pe care l consideri corect este: ............................

Dac ai terminat de rspuns la testele gril de mai sus, verificai-v

rspunsurile date confruntndu-le cu cele din tabelul urmtor:
Nr. ntrebrii
1.
2.
3.
4.
5.
6.

Rspunsul corect:
a
a
b
c
b
c

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Exerciii rezolvate:
Rezolv problemele/exerciiile propuse mai jos. Rezolvarea lor o vei posta
pe pagina web a disciplinei, la butonul creat n acest scop n seciunea
specific aferent Sptmnii 14.
Translate the following text into Romanian:
Advertising to children: Is it ethical?

Ever since he first started practicing, Berkeley, Calif., psychologist Allen D.

Kanner, PhD, has been asking his younger clients what they wanted to do
when they grew up. The answer used to be "nurse," "astronaut" or some
other occupation with intrinsic appeal.
Today the answer is more likely to be "make money." For Kanner, one
explanation for that shift can be found in advertising.
"Advertising is a massive, multi-million dollar project that's having an
enormous impact on child development," says Kanner, who is also an
associate faculty member at a clinical psychology training program called
the Wright Institute. "The sheer volume of advertising is growing rapidly
and invading new areas of childhood, like our schools."
According to Kanner, the result is not only an epidemic of materialistic
values among children, but also something he calls "narcissistic wounding"
of children. Thanks to advertising, he says, children have become convinced
that they're inferior if they don't have an endless array of new products.
Source: http://www.apa.org/monitor/sep00/advertising.aspx

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Tradu textul aici

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Verific-te aici dac ai tradus corect textul:

Publicitatea la copii: este etic?
nc de cnd a nceput practica, psihologul Allen D Berkeley din California,
i-a ntrebat clienii mai tineri ce doreau s se fac atunci cnd vor crete.
Rspunsul era de obicei "asistent medical", "astronaut" sau alte cteva
meserii cu chemare intrinsec.
Astzi, rspunsul este mult mai probabil s fie "a face bani." Pentru Kanner,
o explicatie pentru aceasta schimbare poate fi gsit n publicitate.
"Publicitatea este un proiect masiv, de multe milioane de dolari, care are un
impact enorm asupra dezvoltrii copilului", spune Kanner, care este i
membru asociat al facultii ntr-un program de formare psihologic clinic
numit Institutul Wright. "Volumul de publicitate se crete rapid i invadeaz
noi zone ale copilariei, cum ar fi colile noastre.
Potrivit lui Kanner, rezultatul nu este numai o epidemie de valori
materialiste n rndul copiilor, dar, de asemenea, ceva ce el numete "rnirea

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narcisist" de copii. Datorit publicitii, spune el, copiii au devenit convini

c sunt inferiori n cazul n care nu au o gam nesfrit de noi produse.

Subiecte pentru evaluare i control

Teme pentru aprofundarea cunotinelor

Viziteaz, n scopul familiarizrii cu ele, informaiile postate pe
urmtoarele pagini web:

The Case for and Against Brands Publishing Content - link:

http://adage.com/article/cmo-strategy/case-brands-publishingcontent/226923/
Further reading on nouns:
http://www.myenglishpages.com/site_php_files/grammar-lessonplurals.php
http://www.grammar-quizzes.com/agree1a.html
Termen: sfritul sptmnii 14.

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ntrebri de evaluare
1.What is your opinion about advertising?
2. Do you think advertising has a great impact on peoples lives?
3. Are you in favour of advertising? Motivate your answer.
4. Are you against advertising? Motivate your answer.

Test gril:
1. This type of advertisement has ______________ ( = has been
successful) in the past.
a) performed well
b) gone the distance
c) marginalized
Rspunsul pe care l consideri corect este: ............................
2. Last year our agency won three big accounts with $25,000 in total
______________. ( = we had $25,000 worth of business)
a) billings
b) bills
c) bill payments
Rspunsul pe care l consideri corect este: ............................
3. A ______________ account = A huge/enormous account
a) block-beater
b) block
c) blockbuster
Rspunsul pe care l consideri corect este: ...........................
.
4. A ______________ is an attempt to convince someone to buy
something or hire someone.
a) patch
b) pitch
c) punch
Rspunsul pe care l consideri corect este: ............................
5. If an ad is described as celebrity-______________, it means
that its full of celebrities. ( = famous people)
a) drowned

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b) full
c) drenched
Rspunsul pe care l consideri corect este: ............................
6. The last advertising campaign helped us regain the
______________ ( = to be ahead) in worldwide market share.
a) lead
b) first
c) primary
Rspunsul pe care l consideri corect este: ............................
7. Some people refer to the advertising business as the
______________.
a) ad-biz
b) advertise-biz
c) commercial factory
Rspunsul pe care l consideri corect este: ............................
8. When an advertising agency refers to its ______________, its
referring to the work/projects that it does.
a) collateral
b) leads
c) output
Rspunsul pe care l consideri corect este: ............................
9. An effective advertising agency should seem personable and
______________.
a) approaching
b) approachable
c) reproaching
Rspunsul pe care l consideri corect este: ............................
10. One of our designers specializes in ______________-graphics. (
= moving graphics)
a) motioned
b) motion
c) movie
Rspunsul pe care l consideri corect este: ............................

Referat
Read the following text and then write and argumentative essay of 300
words length:
Source: http://howtolookatbillboards.com/

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For and against essays

A "for and against" essay is a formal piece of writing in which a topic is
considered from opposing points of view. You should present both sides
in a fair way by discussing them objectively and in equal detail. A good
essay of this type should consist of:
a) an introductory paragraph in which you clearly state the topic
to

be

discussed,

without

giving

your

opinion;

b) a main body in which the points for and against along with
your justifications, examples or reasons are presented in
separate

paragraphs;

and

c) a closing paragraph in which you state your opinion or

give a balanced consideration of the topic.
Note: Opinion words (I think, I believe, In my opinion, etc.) can only be
used in the closing paragraph where you give your opinion on the topic.
Points to consider
Before you start writing your essay you should make a list of the points for
and against.
Each paragraph should start with a topic sentence which summarises the
topic of the paragraph.
Do not use informal style (e.g. short forms, colloquial language, etc.) or
strong language to express your opinion (e.g. I know, etc.). Express your
opinion in a non-emotional way (e.g. It seems that, I therefore feel, etc.).
Introduction
Paragraph 1 state topic (summary of the topic without giving your opinion)
Main Body
Paragraphs 2 & 3 arguments for & justifications, examples, and/ or reasons
Paragraphs 4 & 5 arguments against & justification, examples, and/or
reasons
Conclusion
Final Paragraph balanced consideration/ your opinion directly or indirectly

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Exerciii propuse spre rezolvare:

Rezolv problemele/exerciiile propuse mai jos. Rezolvarea lor o vei posta
pe pagina web a disciplinei, la butonul creat n acest scop n seciunea
specific aferent Sptmnii 14.
1. All the words below form strong partnership with the word product:
1

V
4

E
5

T
7

I
8

S
9

10

I
N

11

Across:
1. A phrase that is used by advertisers and which sticks in the
minds of the prospective buyers
2. A publicity material which is usually folded
3. A stimulus
4. An advertising method where a well-known public figure
advertises a certain brand
5. To allocate the goods to consumers by means of wholesalers and
retailers
6. An ad included in newspaper, magazine etc.
7. Vehicles for carrying the advertising message to the buyer (pl.)
8. A large notice that you stick on a wall or notice board

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9. A list of companies grouped alphabetically or by their line of

business
10. The number of times the same people in a target group are
exposed
11. A short phrase meant to attract the consumers attention

2. Write the correct plural of the given word:

1. How many (person) ...................study English as a second language?
2. Five (woman) ..................... opened a computer service company.
3. Even (child) ................... enjoy learning on the internet.
4. Most basketball players are 6 (foot) ............... tall or more.
5. Which breed of (sheep) ........................... produces the finest wool?
6. My (tooth) ........................... are sensitive to the cold.
7. At daylight savings time, we have to change our (watch) ...................
8. The boys went fishing and caught 10 (fish) .......................... .
9. There are 10 (man) .......................... in the Maintenance Department.
10. The (wife) .......................... keep their (knife) ............................ on
the (shelf) ............... .
11. Goose) ....................... are water birds.
12. (Piano) .................... are difficult to move .
13. There are some (policeman) ......................... in.my house!
14. Ive lost my (luggage) ............................ .
3.Identify the correct form of the plural:
1. city - ...................

9.

2. house - ...............

10.

3. boy - ...................

11. nurse - ................

4. family - ..............

12. elf - ....................

5. life - ...................

13. phenomenon - ................

6. photo - ...............

14. criterion - .......................

7. phone - ...............

15. village - .........................

8. sandwich - .............

16. toy - ...................

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4. Choose the correct verb TO BE (IS/ ARE):

1) Ladies and gentlemen. Here ......................... the news.

2) Where ...................... my jeans?
3) Further information ............................. available in the
office.
4) The stairs .................... over there, Sir.
5) The furniture in our classroom ...........................
uncomfortable.
6) The USA ...................... a very nice country.
7) Your sunglasses ............................. on the table.
8) Homework ...................... boring.
9) The scissors on the table ....................... mine.
10) Physics ......................... not easy.

5.Fill in the following words and form meaningful phrases:

advice, chocolate, jam, lemonade, meat, milk, oil, rice, tea, tennis
Example: a cube of _____
Answer: a cube of sugar
1) a piece of...............................
2) a packet of ...........................
3) a bar of ................................
4) a glass of .............................
5) a cup of ...............................
6) a bottle of ............................
7) a slice of ..............................
8) a barrel of ............................
Termenul pentru postare: sfritul sptmnii 14

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Rezumatul acestui Modul

Advertising is a very controversial field, therefore there is a
great number of arguments in favour or against it.

Bibliografie obligatorie
1. 1. Mirabela Pop, Monica Sim, Business English for
Business Students, Editura
Universitii din Oradea,
Oradea, 2007, Capitolul 1
2. Bill Mascull, Business Vocabulary in Use, Cambridge
University Press, 2002, Capitolul 26.

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Bibliografie disponibil on-line

1. The Case for and Against Brands Publishing Content link:
http://adage.com/article/cmo-strategy/case-brands-publishingcontent/226923/

Bibliografie

1. Alexander Hollinger Test Your Business English Vocabulary,

Editura Teora, Bucureti, 2000.
2. Bill Mascull, Business Vocabulary in Use, Cambridge University
Press, 2002.
3. David Horner 1000 cuvinte cheie n afaceri, Editura Compania,
Bucureti, 2002.
4. Ian MacKenzie Management and Marketing with MiniDictionary, Thomson & Heinle, Boston, 1997.
5. Mark Powell - Business Matters, Thomson & Heinle, 1996.
6. Michael Brookes, David Horner Business English Engleza
pentru afaceri, Editura Teora, Bucureti, 2000.
7. Mirabela Pop, Monica Sim, Business English for Business
Students, Editura Universitii din Oradea, Oradea, 2007.

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