9.Çàíÿòèå Ïðàêòè÷åñêîå çàíÿòèå

ADVERTISING THROUGH COMMERCIALS

The main feature of American radio and television "culture" is adver­tising. Radio and television are two important modern media, influ­encing public opinion. The right to them is licensed out to private companies, the major of which are the American Broadcasting Company (ABC), the Columbia Broadcasting System (CBS), and the National Broadcasting Company (NBC).

Advertising agencies and TV networks together commission1 and choose programs suitable for advertising. The money for the pro­grams is provided by the manufacturers of cars, soap, cigarettes, spaghetti, cosmetics, etc. For example, automobile companies com­mission special shows for the time of year when their new models are first put on sale. Commercials^ appear at 5-10 minute intervals. Every performance, except the sacred baseball match commentaries, is interrupted by commercials. Even the News is shown in parts. It makes you believe that the man or woman who is successful, attrac­tive to the opposite sex, has a happy marriage, raises children well, etc., does so thanks and only thanks to the advertised products.

Advertising largely depends on viewing times. It is important for a sponsor and his advertising agency to know as exactly as possible who is likely to watch TV at what time. An automobile manufacturer would not want to buy a program for children, no matter how good the show and how large its audience. He will have his program broadcast at a time when most men will be watching.

Radio as well as television in the United States is free and produc­tion costs are also covered by money from advertising. Roughly 20 per cent of the broadcasting time is given over to commercials. In the most popular programs one-minute commercial costs about 500 thou­sand dollars. And you can't escape from the radio here. Radios are switched on early in the morning and go on all day as a permanent background noise. So you listen in wherever you go - in houses, cars, restaurants, taxis, railway stations.

 

Óïðàæíåíèÿ äëÿ êîíòðîëÿ

      Answer the questions:

1.  What are very important media for influencing public opinion?

2.  What are the major broadcasting networks in the USA?

3.  How much of TV and radio air time is given to commercials?

4.  What is the function of commercials?

5.  What is the importance of viewing times?

6.  Why is advertising called a fine art?

7.  What effects do TV commercials use?