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Read the text and decide which verb from the box best fits each gap. There are two verbs you will not need to use, and you may need to change the form of the verb to fit the gap.
WHAT MAKES A GREAT WRITTEN AD?
My advice to potential ad writers Is this: (1) …………………………………………… the following approach that I have always found very effective. Memorable ads always begin with good opening lines that involve the reader immediately. They (2) …………………………………………… a powerful initial mental image, and don't leave readers in any doubt about what they are reading. OK. these ads are not great literature, because their purpose is to (3) …………………………………………… the reader's attention Immediately, I use verbs, because they (4) …………………………………………… vivid and vibrant Images to mind, but I avoid adjectives, as these remind people of poetry. An effective ad makes a full circle, and (5) …………………………………………… with a mental image that is Just as effective as the first one. This last Image reinforces the first, and so (6) …………………………………………… the advertising message deep into people's memory which makes it an effective selling tool.
2. Many collocations are strong, i.e. the words are usually found together, although they are not fixed phrases, e.g. involve someone (in something). Make a note of four strong verb/noun collocations from the text above.
3. Read the text and choose the correct alternative to complete each compound word. Which one is a compound noun?
ADS ARE EVERYWHERE! Overt commercial advertising is found everywhere, and includes hoardings in the streets as well as ads taking up whole pages in newspapers and magazines. Targeted advertising uses printed flyers which are put through people's doors and (1) pop- / hold- / get-ups on websites that people visit on the net. Television commercials are generally thought to be the most effective format for (2) huge- / great- / mass-market advertising, and companies pay extremely high prices to advertise in commercial airtime during popular events such as (3) low- / high- / long-profile football games or (4) highly / greatly / importantly regarded soap operas. However, there is another form of advertising which is more covert, the (5) so-named / -called / -considered 'product placement'. In this form of advertising, which is found in films and on television, a character uses a product on screen with a (6) clearly identifiable / known / familiar brand name. Viewers may not think they notice the name, but the effect can be subliminal. Controversially, virtual billboards may also be inserted into (7) actual / authentic / real-life settings where none exists.
UNIT 3 What makes us tick Reading 1 Read the article quickly to compare your ideas. There are six paragraphs; make a note of which one deals with: A cultural attitudes  gender differences Ñ the writer's own experience D personal relationships E a work context F people of different ages Read the article and choose the answer (À, Â, Ñ or D) which you think fits best according to the article.
1In the first paragraph, the writer is acknowledging that A she is less arrogant than she used to be. Â she owes a debt of gratitude to her father. Ñ her boyfriend is more self-righteous than her. D her apologies for past mistakes were unsuccessful.
Date: 2015-12-17; view: 1806
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