Variant 5 Read and translate the text

VARIANT - 5

1. 
   Read and translate the text.
   

REKLAMA

Ishbilarmonlik dunyosi va ko'plab iqtisodchilarning nazarida reklama ajralmas vazifani bajaradi. Bu iste'molchilarga raqobatdosh mahsulotlar orasida tanlashga yordam beradi.

Shuningdek, mahsulotga talabni oshirib, u ommaviy ishlab chiqarish imkoniyatlarini kengaytiradi va shu bilan miqyosni tejashga va iste'mol xarajatlarini pasaytirishga olib keladi. Darhaqiqat, reklama ba'zida "farovonlik omili" sifatida tasvirlanadi.

Reklama iste'molchilarga mahsulot va xizmatlarning mavjudligi va afzalliklari to'g'risida ma'lumot beradi va ularni sotib olishga ishontirishga urinadi. Reklama qilishning eng yaxshi shakli, ehtimol, og'zaki reklama bo'lib, odamlar o'z do'stlariga o'zlari sotib olgan mahsulotlar yoki xizmatlarning afzalliklari to'g'risida gapirib berishganda paydo bo'ladi. Biroq, deyarli hech bir tovar yoki xizmatlarni etkazib beruvchilar bunga ishonmaydilar, ammo buning o'rniga pullik reklamadan foydalanadilar. Darhaqiqat, ko'plab tashkilotlar ma'lum mahsulotlarni sotishdan ko'ra o'zlarining obro'sini oshirish uchun ishlab chiqilgan institutsional yoki obro'li reklama usullaridan foydalanadilar.

             Reklama uchta sarlavha ostida tavsiflanishi mumkin:

1. tavsiflovchi;

2. ishontiruvchi;

3. ikkalasi ham tavsiflovchi, ham ishonarli.

              Ta'riflovchi reklama mahsulot haqida eng muhim ma'lumotlarni beradi. Bu reklamaning eng arzon shakli bo'lib, uni sotadigan mayda savdogarlar ko'p foydalanadilar mahalliy qog'oz orqali. Odatda shunday deyiladi:

1. mahsulot nima;

2. qancha turadi;

3. qaerda olish mumkin.

             Ishonchli reklama odamlarni bu mahsulot ekanligiga ishontirishga harakat qiladi

reklama qilinadigan narsaning o'ziga xos xususiyati yoki foydasi bor, bu uni yaxshilaydi boshqa shunga o'xshash mahsulotlarga qaraganda. Bu televizion reklama uchun juda ko'p ishlatiladi, bu erda iste'molchilar ushbu mahsulotni sotib olsalar, ular bo'ladi deb o'ylashga ishontirishadi juda mashhur yoki juda baxtli.

            Bu reklama ko'pincha tanqid qilinadigan sohadir. Reklama ba'zan chalg'itadi. Garchi reklama beruvchilar o'zlarining tovarlari, xizmatlari yoki narxlari to'g'risida noto'g'ri ma'lumot berishlari noqonuniy bo'lsa-da, ular hali ham o'z buyumlarini juda jozibali ko'rinishga olib keladi. Ular bizning egolarimiz va g'irt bema'ni narsalarimiz bilan ovora. Ular aks holda mavjud bo'lmagan talabni yaratadilar.

            "Menga reklama beruvchilar ta'sir qilmaydi!" Hamma ta'sir qiladi ma'lum darajada. Yaqinda subliminal reklama bo'yicha ba'zi tadqiqotlar o'tkazildi.

Televizor ekranida "qahva" so'zi chaqnadi. Bu shunchalik tez sodir bo'ldiki, hech kim uning sodir bo'lganligini bilmas edi. Bir necha soniya ichida u tomoshabinlarning ongida qayd etildi. Natija? Ajablanarli darajada ko'p odamlar aynan shu daqiqada kofe tayyorlashni tanladilar. Albatta, bu tasodif bo'lishi mumkin edi, ammo bu juda ehtimol bo'lgan.

         OAV orqali shaxsiy bo'lmagan muloqotning har qanday pullik shakli aniqlangan homiy tomonidan mahsulot reklama hisoblanadi.

          Homiylar - bu reklama evaziga radio yoki televidenie dasturchilariga pul to'laydigan odamlar yoki firmalar. Homiylik qilishi notijorat tashkilot, siyosiy nomzod, kompaniya yoki jismoniy shaxs. Reklama, homiylar shaxsiy vositalar orqali iqtisodiy va samarali ravishda erisha olmaydigan ko'plab odamlar bilan muloqot qilishni istaganlarida ishlatiladi.

          Ishlatiladigan ommaviy axborot vositalariga jurnallar, to'g'ridan-to'g'ri pochta, radio, televidenie, reklama taxtalari yoki taxtalar, reklama joylashtirilgan gazetalar kiradi. Reklama - bu mahsulot, voqea yoki ish kabi biror narsa to'g'risida gazetada, televizorda yoki afishada e'lon qilish. Reklama va reklama shakllaridan ham foydalaniladi. Radio va televidenie reklamalari reklama deb nomlanadi. Maxfiy e'lonlar, varaqalar, elektron pochta xabarlari, nomaqbul pochta va spamlar ham reklama shakllari. Mahfiy reklama (shuningdek, e'lon qilingan yoki kerak bo'lgan reklama) - bu biron bir narsani sotib olish yoki sotish, ish topish va hk istagan odamlar tomonidan gazetaga joylashtiriladigan kichik e'lonlar. Qog'oz e'lonlar - bu mahalliy savdogarlar foydalanadigan reklama turidir. Ular mehnat xarajatlari jihatidan qimmat va unchalik samarali emas. Noksiz pochta bu pochta orqali sizga yuboriladigan, siz so'ramagan va siz istamagan reklamalar. Spam ko'plab odamlarga yuboriladigan kiruvchi elektron pochta e'lonlaridir.

           Buyuk Britaniyaning reklama amaliyoti kodi iste'molchini reklama tomonidan noto'g'ri va noto'g'ri ma'lumotlardan himoya qilish uchun mavjud. Ularning shiori: "Barcha e'lonlar qonuniy, odobli va halol bo'lishi kerak".

Ex.1. Complete the sentences by using the words from the text.

1. The best form of advertising is probably word-of-mouth advertising.

2. Many organizations also use institutional or prestige advertising, which is designed to build up their reputation rather than to sell particular products.

3. Descriptive advertising gives the most important facts about the product.

4. Persuasive advertising tries to persuade people that the product which is being advertised has a special quality or usefulness which makes it much better than other similar products.

5. It is illegal for advertisers to make untrue statements about their goods, services or prices.

6. Advertising which invisibly registers information on the viewers' subconscious is called .

7. Advertisements on the radio and TV are called commercials.

8. Classified advertisements are small adverts placed in a newspaper by people wishing to buy or sell something, to find a job, etc.
Ex. 2. Fill in the table by entering the required words.

Verbs	Adjectives	Nouns
1.informative	informational	information
2. sponsor	sponsored	sponsorship
3.crede	reliable	credibility
4.descriptor	descriptive	description
5. deceive	deceived	deseiver
6.persuasion	persuasive	persuation
7. advertise	advertised	advertisement
8.desentralized	decent	desention
9. perform	performed	performance

Ex. 3.Find the definition in column B that matches the words in column A.

1) advertising - e) the cheapest type of advertising that gives the mos important information about the product.

2) sponsors - a) a nonprofit organization, a political party of a candidate, a company etc.

3) radio - d) the most popular kind of advertising in the United States.

4) television - c) the most expensive kind of advertising.

5) hoarding - g) advertisements usually put up in eye-catching position at the

side of the road.

6) mass media - f) direct mail, radio, television, billboards, newspapers etc.

7) descriptive advertising - e) the cheapest type of advertising that gives the mos important information about the product.

8) handbills - h) the type of advertisements used by local traders, which

are expensive in labour costs and not very effective.

Ex. 4. Place these 4 media types in the appropriate place on the table. (Bu 4 media turlarini jadvalning mos joyiga qo'yib joylashtiring.)
a. Junk mail b. TV c. Newspapers d. Billboards e. Spam

Media type	Advantages	Disadvantages
1. TV -	very good for short sharp messages	can be affected by the weather
2. Newspapers -	can be targeted	may be totally ignored by recipient
3. Spam -	can provide a lot of detail/ information	a company’s advertisement may be ‘lost’ amongst many others, possibly those of its rivals
4. Bilborads -	can demonstrate the product in use	consumers may not pay attention
5. Junk mail -	can reach a lot of people very quickly	can be deleted before it reaches customer

Ex. 5. Which of the following is correct?

1. It is legal to make untrue statements about goods.

2. Adverts influence all people. (correct)

3. Advertising creates an extra demand. (correct)

4. The manufacturers want their revenue to exceed their costs. (correct)

5. The mass media used in advertising include only radio and television.

6. A sponsor may be anyone who has money.

7. Advertising is generally accepted as a short-run investment.

8. There are two main types of advertising. (correct)

9. The British Code of Advertising Practice exists to protect the consumer

from being deceived by ads. (correct)