Unit 12

UNIT 12
ADVERTISING
READING

Read the article By Andrew Edgecliffe-Johnson
and choose the best headline.
a. Honda predict record sales as advert breaks new ground

b. Honda skydivers push limits of TV adverts
c. Viewers tune out of normal TV advertising Honda responds

In a new definition of a publicity stunt, Channel 4 and Honda have
turned to a team of skydivers to tackle the problem of viewers
turning out of traditional television advertising.
On Thursday night, the broadcaster was due to devote an
entire 3 minute 20 second break in the middle of Come Down With
Me, its dinner party program, to a live skydiving jump in which 19
stuntmen spelt out the carmaker’s brand name. Described as the
first live advertisement in modern times, the campaign is the latest
attempt by advertisers and broadcasters to find alternatives to the
30-second spot.
The development of digital video recorders such as Sky+
and Tivo, which allow ads to be skipped, has forced advertising
agencies and channels’ sales teams to collaborate on more
innovative attempts to keep the viewer’s attention.
“We wanted to create something unmissable,” said Andy
Barnes, the broadcaster’s Sales Director. “This concept breaks the
boundaries of TV advertising,” he added, highlighting a Channel 4
campaign called” innovating the break”.
The campaign follows initiatives such as LG’s “Scarlet’
campaign, in which the television manufacture ran advertisements
appearing to travel a glamorous new television show, which turned
out to be a promotion for the design features of its’ hot new series’
of screens.
Thursday night’s live advertisement, while designed to
demonstrate the power of television advertising, was backed up by a
complex multimedia and public-relations campaign.
The campaign’s developers-including Channel 4 in-house creative
team, Wieden + Kennedy, Starcom, Collective and Hicklin Slade
& Partners- spent more than a month pushing the Honda slogan of
‘difficult is worth doing’ before Thursday night’s slot.
Read the article again and answer the questions.
1. Why did Honda need a new publicity stunt with skydivers?
2. Why was the Honda advert unique?
3. Why are Sky + and Tivo a problem for advertisers?
4. What happened in the Honda advert?
5. What happened in LG’s ‘Scarlet’ campaign?
6. What did the Honda campaign’s developers do?
7. What different types of advertising did Honda use?
VOCABULARY
EXERCISE 1

Find all the word pairs in the text using the words advertisement
or advertising.
1. ………………………………………
2. ……………………………………..
3. ………………………………………
4. ……………………………………….
EXERCISE 2
Match the words in bold in the word pairs (1-5) to their
meaning (a-e).
1. Publicity stunt
2. Design features
3. Honda slogan
4. Poster campaign
5. Press coverage
a. newspapers and magazines
b. a short phrase that is easy to remember
c. a series of actions intended to get a particular result
d. an important, interesting or typical part of something
e. something done to get people’s attention
EXERCISE 3
Complete the text with some of the word pairs from Exercises
1 and 2
Nothing will get your product noticed faster than a well –
through out and well- performed …...... (1). First, you need to
plan a …....... (2). You could start with some …………... (3) on
radio or TV and design some large adverts for a ………… (4).
You need to highlight all the key …… (5). Alert the local media
and get good …… (6). Tip off the local radio or TV station that
something is going to happen. When it comes to the actual
publicity stunt, ensure that all……… (7) or logos are visible.
And if you have the money, why not try a ………… (8) on TV?
Finally, try to get some free ………. (9) and hopefully end up on
You Tube.
STRUCTURE
Parallel Structure
Parallel Structure with coordinate conjunctions or, but, and
Same structure and Same structure
or
but
Examples
1. I like singing and dancing (gerunds)
2. She is not a teacher but a lawyer (noun persons)
3. My boss is sincere and nice (adjectives)
4. The papers are on my desk or in the drawer (prepositional
phrases)
6. He eats and sleeps only when he takes a vacation (verbs)
7. They are not interested in what you say or
what you do (clauses)
Parallel structure with paired conjunctions
(both…….and…….), (neither………….nor……..),
(either……… or………), (not only……..but also………)

Examples
1. I want both this book and that one.
2. Either Mark or Sue has the book.
3. The tickets are neither in my pocket nor in my purse.
4. He is not only an excellent student but also an outstanding
athlete.
LANGUAGE FUNCTION
Saying ‘no’ politely

•It’s very kind/nice of you but………………………
•I’m very sorry, but…………………………….

Apologizing
•I must apologize…………………….
•I’m terribly sorry, but……………………….

Showing sympathy
•I quite understand………………….
•I know how you feel……………………...

Ending a conversation
•Sorry, I really must be off………………………
•Please excuse me, I really have to leave………………

Raising a problem
•Could I have a quick word with you?
•I need to talk to you about something.
DIALOGUE

Dialogue 1
Woman: Excuse me. I bought this watch last week and now
it’s stopped. Can you replace it for me?
Shop Assistant:I’m terribly sorry, madam. I have to get
the manager. Would you mind waiting here for a
moment?
Woman: Look! This came from your shop and it’s not
working. I want a refund.
Shop Assistant: Wait a moment. I have to find the
manager.
Dialogue 2
A: Well, to succeed in the future, children will need lots of
imagination. They’ll need to read a lot.
B: I agree, but they’ll also need a lot of money, because
things will get more and more expensive.
A: Mm… and also languages. They’ll need to speak more
than one language.
B: Yes, you’re right, that’ll be really important.
A: I also think children will need to know a lot about
computers.
B: Yes, and to enjoy their hobbies as well, because they’ll
live longer and have a lot of free time.
A: And to enjoy all that free time, they’ll need to be fit.
B: Yeah, and they’ll need to tackle to the problem of
pollution. The world’s getting more polluted all the time.

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UNIT 12

a. Honda predict record sales as advert breaks new ground

Saying ‘no’ politely

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