Language review: Articles

A

1 More than 6,000 famous advertising people from around the world gathered in Cannes at the end of last month for the 44^th International Advertising Festival.

2 Many of those looking through the 4,000-plus commercials were searching for the multinational advertiser ideal: a simple idea that crosses borders and appeals to people on the same level in different markets. Unfortunately most of the awards were for ads created specifically for local markets.

3 The New Ford Puma campaign was created too late for this year’s festival, but expect to see it shine at the 45^th. Designed to launch Ford’s new sporty coupe across Europe, it contains that instantly recognizable idea that those multinational agencies’ clients seek.

4 Essentially, the late, great Steve McQueen drives a Ford Puma through the streets of San Francisco in the manner in which he drove a 1960s Ford Mustang in his classic movie Bullitt.

5 Footage from the film, supplied by Warner Brothers, is combined through the use of extraordinary computer technology with footage of the Ford Puma. The Car follows one of the routes the Mustang took in the film.

6 As McQueen ‘drives’ around the city, the car receives admiring glances from passers-by ranging from a traffic cop to an attractive woman out walking. Finally he pulls into his garage where he parks the Puma alongside the original Mustang.

B

an advert, a commercial, a concept, a USP, a university, a VIP, an hour, a European, an exhibition, an MBA, an employee, an endorsement

C-E

C 1 the streets of San Francisco

2 a) Bullitt b) the Ford Puma

c) one of the routes taken by the Mustang

d) the 1960s Mustang Steve McQueen drove in Bullitt

3 a) San Francisco b) the Ford Puma c) the one

Steve McQueen has been ‘driving’ round the city

d) the one Steve McQueen drove in Bullitt

D We use the definite article when we know which one(s) because it’s been mentioned before, because it’s explained or because it’s the only one around.

E We use the indefinite article when we don’t know exactly-or it doesn’t matter – who or what is meant.

Skills: Starting presentations

Formal

Good morning everyone, on behalf of myself and Focus Advertising, I’d like to welcome you. My name’s Sven Larsen, I’m Commercial Director. This morning, I’d like to outline the campaign concept we’ve developed for you. I’ve divided my presentation into three parts. First, the background to the campaign, next the results of our market study, thirdly, the concept itself. If you have any questions, please don’t hesitate to interrupt me.

Informal

Hi, I’m Dominique Lagrange. Good to see you all. As you know, I’m Creative Director of DMK. I’m going to tell you about the ideas we’ve come up with for the ad campaign. I’ll give you the background and talk you through the results of the market study, and tell you all about our concept. If you’re not clear about anything, go ahead and ask any questions you want.

C

1 ask a question

2 tell a personal story

3 offer an amazing fact

4 state a problem

UNIT 5 Employment

Reading: Choosing the best candidate

B

Fundamentally, people stay the same. They may learn things, and later in life forget them, but basic abilities- such as language learning and numeracy – change little.

C

1 People who panic; people with impressive qualifications who can’t learn; hypochondriacs; unstable people; those who don’t come up to expectations.

2 That some people had potential when they were employed-but never realized that potential.

3 Employers should select candidates for what they are rather than for their ‘potential’.

D

intelligence & ability: bright; astute; clever; sharp; slow

emotional stability: calm; easy- going; moody; neurotic; quick-tempered

conscientiousness: reliable; hard-working; punctual; responsible

Date: 2015-12-11; view: 2217