- •If you don't read the newspaper, you are uninformed. If you do read the newspaper, you are misinformed.
- •I wish there was a knob on the tv so that you could turn up the intelligence. They’ve got one marked "brightness", but it doesn't work, does it?
- •I ntroduction
- •1.1. Print media
- •Spine jacket subscription foreword issue binder edition quarterly
- •1.2. The newspaper: types and structure
- •1.3. The rise of the newspaper industry
- •The Rise of the Newspaper Industry
- •William Randolph Hearst (1863-1951)
- •Пулитцеровская премия
- •1.4. Reading newspapers
- •1.5. The british and american press
- •The british and american press
- •1.6. The news: gathering and delivering
- •1.7. From event to story – making it to the news
- •1.8. Newspapers in britain
- •Newspapers in britain
- •1.9. Newspaper headline language
- •1.10. The british newspaper market
- •The british newspaper market
- •1. National Daily and Sunday Papers
- •2. Local and Regional Papers
- •3. The Weekly and Periodical Press
- •1.11. A journalistic code
- •A Journalistic Code
- •The Public's Right to Know?
- •1.12. Interview with nigel dempster
- •1.13. Getting into the news
- •A Tabloid Experience
- •Press Invasion
- •1.14. Newspapers, inane sheets of gossip
- •Newspapers, inane sheets of gossip
- •1.15. The future of newspapers
- •The Future of Newspapers
- •1.16. Revision
- •2.1. Television
- •2.2. A national disease?
- •A National Disease?
- •2.3. The story of tv broadcasting
- •The Story So Far
- •2.4. Tv news
- •2.5. Radio and television
- •British Radio and Television
- •Radio and Television in great britain and the usa
- •2.7. Interview with Joanna Bogle
- •2.8. Censorship
- •2.9. Children under the influence of the media
- •2.10. Children and television
- •2.11. Print journalism versus electronic journalism
- •Print Journalism versus Electronic Journalism
- •2.12. Revision
- •3.1. Media and advertising
- •Illegible manuscript prose unprintable
- •Implicit catchy jingles exploit ubiquitous
- •3.2. Advertising language
- •3.3. Advertising tricks
- •Advertising tricks
- •1. "Before and after"
- •3.4. Advertising media
- •Advertising Media
- •3.5. Revision
- •Век свободы не видать?
- •A letter to the editor
- •Writing a comment
- •Academic writing 1
- •Academic writing 2
- •Agreement, disagreement and compromise
- •Comparison and contrast
- •Signpost expressions for discussions
- •In the course of a discussion there definitely come moments when some clarification is asked for and given.
- •If you are asked awkward questions, the following phrases may be useful:
Implicit catchy jingles exploit ubiquitous
bombard watchdog subtle informative
Modern advertisements contain hidden messages. (a)____________ in the advertisement showing the pretty girl in the new car or the smiling children round the packet of washing powder is the message that if we buy the product, we also achieve success and happiness. It is a (b)____________ approach since it seeks to (c)____________ our secret dreams, and it is inescapable since advertising is (d)____________ . Giant street hoardings and (e) ____________ on television (f)____________ us from all sides. They (g)____________ us into believing that we can realise our ambitions quickly and easily. On the other hand, defenders of advertising say that it is (h)____________ . Advertising is (i)____________ . Advertisements tell us about useful new products. They brighten our lives with colour and music. They increase demand, stimulate industry and so keep prices down. Whether for or against advertising, most people would agree that some kind of (j)____________ body, appointed by the government or by the advertising industry itself, is necessary to maintain standards of honesty and to discourage the more (k)____________ types of (l)____________ advertisements.
VOCABULARY PRACTICE
3.2. Advertising language
Task 1. Study the material and learn the vocabulary units you have been unfamiliar with.
A. Advertisers like language that suggests their product is of especially high quality.
Buy our latest CD player - many innovative features. [original and interesting]
The design of our beds is unsurpassed. [the best there is]
Our cars leave other cars standing. [are much better than other cars]
Use our exam courses - they will put/leave other candidates in the shade. [make candidates from other courses seem insignificant]
B. Advertisers like language that suggests value for money.
Rock-bottom prices in our sale. [extremely low]
Prices slashed! [dramatically reduced]
Bargains galore! [a huge number of products on sale at ridiculously low prices]
C. Advertisers like language that suggests luxury and comfort.
Pamper yourself with our new perfume. [treat yourself to something luxurious]
Indulge yourself with the best. [allow yourself something enjoyable]
Enjoy a sumptuous meal in opulent surroundings. [Both adjectives mean rich and special: sumptuous collocates most strongly with words relating to food and furnishings, and opulent with words relating to lifestyle.]
Live in the lap of luxury for two weeks. [in a very luxurious way]
D. Advertisers like language that suggests scientific backing for their product.
Vacuum cleaner scientifically designed to help you exercise as you use it.
Health drink medically proven to boost energy levels. [shown by research]
All our computers are state-of-the-art. [use the very latest technology]
E. Advertisers like language that suggests their products make us more attractive.
Our ties will make you stand out in the crowd. [be noticed]
Our new lipsticks are tantalisingly appealing. [temptingly]
Have fetching feet and alluring ankles in our summer sandals. [both adjectives mean attractive]
F. Advertisers often use rhyme and alliteration. [repetition of a sound]
G. Here are some different kinds of advertising that are common in contemporary life:
magazine and newspaper advertisements/adverts; classified ads; TV commercials; posters; billboards [very large boards used for advertising]; flyers [sheets of printed information advertising something]; trailers [brief excerpts from a film, TV or radio programme which are used to advertise it]; sports sponsorship; banners; sky-writing [words written in the sky using smoke from a plane]; sandwich boards [advertising posters hung at the back and front of a person who then walks around a busy area]; brochures; carrier bags; logos on clothing and other products.
H. In addition, personalities often use TV interviews to plug [advertise] a new book or film.
Task 2. Look at A to F in Task 1. Complete each of these sentences with one missing word.
Enjoy a weekend in the ................................... of luxury.
Don't just follow the herd - take the chance to stand out in the ................................... .
Don't miss the ................................... bottom prices in our special May Day sale.
For the best in state-of-the - ................................... equipment, come to Jones and Sons.
Why not pamper yourself this Christmas ................................... our new foam bath?
Treat yourself ................................... a special taste experience.
Our cosmetics ................................... all others in the shade.
You'll find bargains ................................... in our new discount superstore.
Task 3. Here are some more phrases that are typical of advertising language. Which of the categories, A to F, do they fit into? Some of them may fit into more than one category.
colossal discounts
fit for a king
eye-catchingly elegant
go on - spoil yourself
developed by a team of international experts
we outshine the best of the rest
flatteringly fashionable
outstanding value
Task 4. Look at G in Task 1. What are these examples of?
Task 5. Look at this text of an advert. What comments can you make on its language?
Task 6. Write an advert for one of these products - a lipstick, a car or a school. Try to make use of all the features in A to F. Use some of the new vocabulary from this unit.
READING&SPEAKING