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v advertising, business 1 READING 8. VOCABULARY LUCKIES It's toasted”! Your Throat Protection instirmtation ap. tcough fl a Look at the advert and answer the questions with a partner. 1 Whatis it being advertised? 2 What decade do you thinkit's from? 3 Why do you think they used a doctor in the advert? b Read the first paragraph of the article and check your answers to a. Cc Read the whole article and answer the questions. Write 1-4 next to sentences A—F. Which company (or companies)...? A Ea] deceived the public by pretending that their product had properties which it didn't really have B BA used a celebrity or a professional person in order for them to associate their product with a healthy lifestyle C [_] used technology to create a false impression DÍ | admitted that they had made a claim that wasn't true E [_] admitted that they had done something rong was punished for their misleading advert G clauses of contrast and purpose; whatever, whenever, etc b P changing stress on nouns and verbs Y Truth and lies y Advertising is the art of co people to spend money the have on something they don't Will Rogers, US humorist FOUR OF THE MOST MISLEADING ADVERTS OF ALL TIME 1 Cigarettes are not harmful to your health Hard to believe, but there was a time when tobacco companies actually tried to make us believe that doctors approved of smoking, or that certain brands were better for your throat than others. This advert for Lucky Strike from the 1920s is just one of dozens of ads featuring doctors recommending or 'preferring' one brand over another. Tobacco companies continued to use doctors to convince the public to smoke until the 1950s when evidence showing the link between smoking and lung cancer became too strong to ignore. 2 The thinner the better In 2009 fashion retailer Ralph Lauren made a series of advertisements using a model who was so heavily airbrushed that her waist appeared to be smaller than her head. The ads were widely criticized in the press and experts warned of the negative effect these kinds of images might have on young girls. Lauren threatened to sue a blogger, who was the first person to publish and comment on the image online. But later he made a statement apologizing and admitting that 'we are responsible for the poor imaging and retouching that resulted in a very distorted image of a woman's body.” However, he later fired the model in the advert, Fillipa Hamilton, because she was "overweight' (she weighed 54 kilos). 3 Vitamins prevent cancer In 2010 the pharmaceutical company Bayer was sued by the Center for Science in the Public Interest for running TV and radio commercials that suggested one of the ingredients in its One A Day vitamin supplement brand prevented prostate cancer. In fact, there is no scientific evidence that vitamins fight cancer in any way. Bayer eventually paid a fine and signed a legal agreement which banned it from claiming that vitamins can cure cancer. 4. You can lose weight without dieting or doing exercise During the 1990s Enforma, a US fitness company, ran an advertising. campaign using TV commercials in which baseball player Steve Garvey promoted two diet supplements, a 'Fat Trapper' that supposedly blocked the absorption of fat, and a product named "Exercise In A Bottle'. These two products together, according to the ad, would allow you to lose weight without dieting or exercise and promised consumers that 'they would never have to diet again". The Federal Trade Commission* (the FTC) took Garvey to court for making false claims about the product. So began an epic legal battle which the FTC ultimately lost when a federal court ruled that celebrity endorsers were not responsible for misleading statements in ads. However, this ruling eventually led to the passing of new regulations making it illegal for celebrities to make false statements of fact in advertisements. * The Federal Trade Commission is an independent agency in the US which helps to protect consumers. d Lookat the highlighted worqg E. ords out what they mean Then and phrases. Wi E m > E itha partner atch them with úl Partner, try to work 1 advertisements dE 1CIr meanings 151 3 GRAMMAR product S, Pictures, or films tell; : cla f ] ng people about a uses of contrast and purpose 74 —— NOUN advertis isements ; a ad EN . ments on the radio 2 a Look at some extracts from the listeningin 2, 4 y da A — nOUN two abbreviatior : and complete them with the phrases A-G. _— Verbsaying tl 2U0ns for advertis. y ha e rtisements i i A ace g that sthis true nents 1 In spite of , its price was really z se * A S people who promote a prod included in the magazine subscription. verb digitally € roduct y changed h 2 Even though and maybe don't 7 ? ged details in ; Arras: , Mt — houn types of product m A al a Photograph even like them, we immediately want to be a : y RUE a sb e by a particular company among the lucky few who have them. no Or com % s because of something they said pad to court to ask for money 3 Soasto_____ ,theyuseexpressions or did to % like, It's a must-have”... ce harm y j you adj giving the wron: í AAN ' g idea or impression, making y. 4 ...and they combine this with a that is not true y ya ; aa O ones photograph of a large group of people, so. 11 a po pe e buy goods or use services that . 8 EA y so advertising messages with the same theme 5 The photo has been airbrushed in order e Doadverts or commercials in your count ” ii : : ; ntry use any of the tricks attracti in real li mentioned in the text? Which ES y Cks ' more attractive than an arein E an ; Although , do you really thin she colours her hair with it at home? 2 LISTENING FA SPEAKING 7 Itwas probably produced for and paid for by them, too. a Look at the advertisement for mascara. The ad campaign for this product was withdrawn because it was misleading. Why do you think it was misleading? A the company itself B the actressis holding the product in the photo C we can't fail to get the message D make us believe it E we don't really need the products b (5)2)) Now listen to a radio E what the advert said programme about five tricks SN PP?” G make the models look even slimmer used by advertisers. Tick (Y) the things o meno b' 66)3)) Listen and check. Then look at the that are often used in adverts: Cerch plrráseregileó cial [] free gifts [] attractive models word(s) immediately before them. Which [_] limited supplies of the product [_] doctors and celebrities ones express a contrast? Which ones express [] two for one offers [|] smiling, happy families a purpose? i ovod son; O "e a iO 3 A c » p.148 Grammar Bank 9A. Find out more [_] crowds of people (O humour about clauses of contrast and purpose, and [|] a good slogan SE practise them. c Listen again. Why are the things you have ticked often a trick? d Sentence race: Try to complete as man ek ao: sentences as you can in two min E S i dvertising of expens gemma me, i Se . a po pue mac e 2. In spite of a huge marketing campa uct? buy (or not pegó A recently which wasn'tas good as the 3 ciento have bánned most ci 2 Have you bought - chink? How was ¿he advert misleading? (E do eN 2 tma ds 5: A “gverts? Have you ever forwarded one to other pd | tare vira : ) z asto. a de ? Do you have á favourite one? e 5 He's decided to cary me? tadvert which made you not wa 6 Even though the adW 4 Can you think ofa a che advert have this effect on you? the effect after a we8 buy the product? Why a ha you think have 2 really good logo or 7 1took my new laptopib Si nt to our hea 5 Arethere any erat you want to buy the products 8 Wewe slogan? Does it m MINI GRAMMAR - whatever, whenever, etc. «2 boss treating hi new rese Ss ees whe arch contract. never they won a We can also use: no" E anything), whichever number), whoever E any person), however (= in any way), Wherever (Sl = A = any place). Thi i . doesn't matter what / which / e / ho lle Complete the sentenc whoever, whenever, ho anything, from a es with whatever, whichever, ever, or wherever. Please sit you like —Therei i 18 a prize for can answer the question. als Opens her mouth she says something stupid. mgoingtobuyit___ expensiveitis! I give her, it's always the wrong thing. "11 go by bus or train, AS cheaper. 6 VOCABULARY business a Look at some words from the Honest workers or thieves? article. With a partner, say what they mean. + the head (of a company) + a department (of a company) + acolleague + set up (a business) + employees + customers b »p.162 Vocabulary Bank Business. c Answer the questions with a partner. What's the difference between...? a customer and a client aboom and a recession increase and improve rise and fall exporta product and dan owner importa product DO 0Na a manager an Y Changing stress on two-syllable nouns and verbs 7 PRONUNCIATION 8. SPEAKING changing stress on nouns and verbs Some words change their stress depending on whether they are verbs or nouns. The nouns are usually stressed on the first syllable, e.g. an export, a record and the verbs on the second syllable, e.g. to export, to record. Words like this include: increase, decrease, import, progress, permit, produce, refund, transport. 8 611) SONG The Truth 3 Read the information in the box and practise saying each word both ways, as a verb and as a noun. Underline the stressed syllable on the bold word. We're making good pro|gress with the report. The new buildings pro|gre|ssing well. We ex|port to customers all over the world. One of our main ex|ports is wine. a *0Na A Can you re¡fund me the cost of my ticket? B Sorry, we don't give re|funds. 6 Sales have injcreased by 10% this month, so there has been an in/crease in profits. 7 The demand for organic pro|duce has grown enormously. 8 Mosttoys nowadays are produced in China. 9 They're planning to trans|port the goods by sea. 10 There has been a rise in the number of people using public trans|port. e (8)10)) Listen and check. Practise saying the sentences. d Talktoa partner. In your country... 1 Whatagricultural products are produced or grown? What products are manufactured? 2 What are the main exports to other countries? What kind of products are usually imported to your country? 3 Is your country in a boom period, in a recession, or somewhere in between? How easy isitto find a job at the moment? Has the number of unemployed increased or decreased recently? » Tutor) ¿ 9 G uncountable and plural nouns V word building: prefixes and suffixes P word stress with prefixes and suffixes 9B Megacities 1 READING 8. SPEAKING a What do you think a megacity' is? Read the introduction to the text to check your answer. With a partner, in two minutes list what you think are probably the biggest problems for people who live in a megacity. b Read the article once. In which city are the things you discussed in a a problem: Tokyo, Mexico City, both, or neither? Cc Read the article again. Then, in pairs, using your own words, say why the following are mentioned. TOKYO 33 million eight million a letter from the train company driving schools 25 square metres the Hikikomori Rent a friend the Hashiriya MEXICO CITY taco stands Mariachibands two-and-a-half hours socialimbalance kidnapping Kevlar d Find words in the article which mean... TOKYO 1 adj operated by machines not people (paragraph 1) 2) adjimpossible to imagine (paragraph 1) S noun the number of people who don't have ajob (paragraph 1) 4 adj with.too many people init (paragraph 2) 5 noun a feeling that you don't belong to a community (paragraph 3) 6 ___ nounthefeelingofnot having any friends (paragraph 3) MEXICO CITY Pu _— noun the process of making air (and water) dirty (paragraph 2) 8 noun the state of being very rich 9 __nounthe state of being poor 10 adjective not having a house e Talk to a partner. 1 If you had to go to work or study in either Mexico City or Tokyo, which would you choose, and why? Li 2 What do you think are the main advantages of living in a big city? : 3 00 the biggest city you've ever been to? Why did you go there? What did you think ofit? Great cities, like cat themselves - al Rupert Brooke; Si UK poet Andrew Marr's Megacities BBC | Wednesday 8.00 p.m. By 2050, 70% of the world will live in cities, and by the end of the century three-quarters of the entire planet will be urban. There are now 21 cities called 'megacities”, ¡.e. they have more than 10 million inhabitants. In Andrew Marr's BBC series Megacities he travelled to five of these cities, including Tokyo and Mexico City. okyo, with a population of 33 million people, is by far the largest city in world. It's also the most technologically advanced, and the city runs like digital clockwork. The automated subway*, for example, is so efficient that it is able to transport almost eight million commuters every day and on the rare occasions that it goes wrong, nobody believes it. If you are late for work in Tokyo and, very little crime, violence, or vandalism in Tokyo and the streets are safe to walk by day or night. There is also relatively low unemployment compared to other big cities in the world. tds schools constructed on top of buildings. E Streets, parks, and subways are extremely p overcrowded. Property prices are so high and space is so short that a family of six people may AA live in a tiny flat of only 25 Square metres. loneliness, The Hikikomori are inhabitants of Tokyo who y Cannot cope with the mechanical coldness and robotic uniformity” of a megacity and have become recluses, rarely or never leaving their homes. There is also a new business that has grown up in Tokyo which allows friendless people to 'renta friend to accompany them to a wedding or just to sit and chat to them in a bar after work. as an excuse, you say that your train was late, you need to provide written proof from the train company. The idea of late trains is almost unthinkable. There is But such a huge population creates serious problems of space, and as Marr flew over Tokyo in a helicopter he saw football pitches, playgrounds, even driving There are other problems too, of alienation and Another strange group of people are the Hashiriya, Tokyo's street racers who risk their lives driving at ridiculous speeds along the city streets. During the week these men have ordinary jobs and they're model citizens. But on Saturday nights they spend the evening driving though the city as fast as they possibly can. It's a deadly game, but it's just one way of escaping the daily pressures of life in the metropolis. * the underground or metro systeM 4 LISTENING 8: SPEAKING War BLUE GUIDE > 0 ISTANBUL| When you travel to another country or city, do you normally try to find out about it before you go? Where from? What kind of information do you look for? b You are going to listen to an interview with Miles Roddis, a travel writer for the Lonely Planet guidebook series, talking about his five favourite cities. Look at the photos, and try to guess which continent or country they were taken in. (8)17)) Listen once and find out where they are. What personal connection does Miles have to each place? Le) d Listen again and make notes. What does Miles say is special about each place? o (5)18)) Now listen to some extracts from the interview. Try to write in the missing words. What do you think they mean? 1 ...there's wonderful surfing on Bondi beach and plenty of great little forsunbathing and swimming. 2 ...thechoice of placesto eatis___ 3 But what gives the city aspecial_____ during the festival is the Fringe”. 4 And the Museum of Islamic Art has a whole lotof_____ pieces from Muslim times. 5 Tuscany's two major tourist towns, Florence and Pisa, are absolutely_____-_____ withtourists all year round... 6 These walls are amazing — they're completely intact, and you can into people's living rooms as you walk past. 7 The Laotians are alovely,__,laid-back people. 8 TI remember looking down on it from one of the restaurants along its banks, and feeling that it was all my troubles. f Talkin small groups. 1 Which of the five places Miles mentions would you most like to go to? Why? 2 What other cities would you really like to go to? Why? 3 What are your two favourite cities (not including your own)? 4 Ofthe cities you've been to, which one(s) have you liked least? Why? a o) "A GRAMMAR Uncountab le and plural nouns CirclOthe Correct form. Tick i e iÉh C (Y) ifyou think be th are A good y guidebook will glve you ac lvice | advices about what to see. a 2 > / 2 You may have some bad weather | a bad weatherif you go to London in March : When I was in Rome and Pa aris, the accommodation was th 1 ACCOMmMOdations were extremely expensive It's best not to take too mu ch luggage | too many lugg gages if you go on a city break. The old town centre is amazing, but the outskirts í is| the outskirts are a bit depressing. 6 IT really liked the hotel. The rooms were beautiful, and the staff was | the staffwere incredibly friendly >> p.149 Grammar bank 9B. 1, earn more > about uncountable nouns and plural and collective nouns, and practise them. Play Just a minute in small groups. RULES : S a | RULES | One person starts. He / she has to try to talk for a minute | about the first subject below. | If he or she hesitates for more than five seconds, he / she | loses his / her turn and the next student continues. A A | | The person who is talking when one minute is up gets a | | Point. | good advice add de e what's in the news at the moment tourist accommodation in your country weather you like most e beautiful deenery you've seen C traffic in your town / city OCOlLaL€ ur country e olice in yo thes you love wearing WRITING » p.119 Writing Ba for a website about g ce 1 entertainment in your € nk A report. Write a report or good places for eating out C 3 (< IN THE STREET a (5)25)) Watch or listen to five people talking about advertising. How many of them say they are influenced by advertising campaigns? Dustin, Elvira, Ivan, Yasuko, 4 Part a VIDEO (6)23))_ Watch or listen to Part 3 and Circle) the correct phrase. 1 He thinks that billboard and BY advertising will remain important / slowly decline. He tends to notice both good and bad adverts | only well- made adverts, 3 He thinks Nike adverts are very successful because of their logo and slogan | because they make people feel good about themselves. Jeanine, South American American American American African b Watch or listen again. Who (J, D, El, L or Y)...? [El is against adverts which can make smoking seem attractive to young people En] prefers to do their own research before they buy a product (1) 3) say that they are concerned about young people's health [] is not sure we should ban the advertising of unhealthy products | thinks thatwomen are sometimes exploited in advertising 4 He thinks Apple's approach to advertising was very maise] a g Was very c (5)26)) Watch or listen and tes the reas 5 Their advertising message was honest and clear | o. a de E modern and informative. A EAS A 1 “..when they seeit they're very to the adverts illboard /'bilbo:d/ a large board on the outside of a building or at DA : as > the side of the road, o putting advertisements on and then they wantit immediately anditsa problem. 2 Tamsurelam, probably not consciously, but Pm Eno N 2 LOOKING AT LANGUAGE 3 “Theonly thing that 2200t0 that E should be banned from advertisement is...” | pe Metaphors and idiomatic expressions. 4 “That's MI the only thing that I can | George Tannenbaum uses a lot of bios and E | idiomatic expressions to make his langliage mer. 5 “..soI think that anything that causes health 1 cae ÍÑ ... | colourful, e.g. took the baton = carry on in the family , pos: dE | tradition, (from relay races In athletics) . or bad influences or addiction should be banned from being on commercials. a (6)24)) Listen to some extracts from the interview and complete the missing words. 4 SPEAKING 1 “You know they, what do they call Ea Answer the questions with a partner. worms?” > D think yow're influenced by advertising : and you can't get 1 Do you y 2 'They getinto your — campaigns? them out sa Abe for word if 2 Is there any product that you think shouldn't be 3 'AndIbetyoulm ge advertised? you could find it. ter rte al EA 3 Arethere any brands that you think make very good o1 4 “.wedoliveina celebrity up when they see a very bad adverts? popa there a 4 Arethere any jingles or slogans that you remember ity" ¡ hink they were so celebrity. s from your childhood? Why do you t h 5 “Um, have billboards pan isa memorable? Are there any others that have got into their A , your head since then? ive 6 “...because you've gota cap i i r ntry? Do you there many illboards in your country y y i d they rarely 5 Areth b : pi think they make the streets uglier or more attractiv ó j m lebrities hita das 6 Howimportant do you think humour and ce A Y ions Wi artner. What do you arein advertising? ressions with a p b Look atthe exP i n? think they mea a 
