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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
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
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?