2. Linking readings one and two

Imagine that you are an advertiser who read Julia Ross’s speech in Adworld. What did you learn? How is this information related to the problems of global advertising that are described in Reading One? Consider such areas as laws, customs, and likes/dislikes.

Complete the following letter with your own ideas.

Date

Dear Ms. Ross:

1. recently read part of your speech in Adworld. I was especially interested to leam that

It was also interesting to hear that

1. have a few questions for you.

?

1. have another question.

?

Thank you for taking the time to respond to my letter.

Sincerely,

Reviewing language

1. Exploring language

Read each sentence. Look at the underlined words and the four choices below each sentence. Which of the choices is not related to the underlined word? Circle it. The first one has been done for you.

1. The goal of the advertising campaign was to sell more cars to women.

1. purpose c. hope_

2. plan d.(futur

2. Women with young children are part of a growing market.

1. group of people c. group of buyers

2. group of stores d. group of customers

3. The ad’s message was that the new cars were safe.

1. idea c. style

2. information d. story

4. The ads were successful because many women believed in the safety of the cars.

1. effective c. powerful

2. certain d. convincing

5. As a result, the ads convinced mothers to buy the cars.

1. encouraged c. taught

2. pushed d. told

6. However, the ads failed to sell cars to single women without children.

1. didn’t sell c. were unable to sell

2. couldn’t sell d. tried to sell

7. The advertising campaign will become global next year.

1. multinational c. organized

2. worldwide d. international

8. Ads for the competition will not become global.

1. race c. other sellers

2. other companies d. different firms

В. WORKING WITH WORDS

Idioms are phrases that have a special meaning. The meaning of the phrase is very different from the meanings of the words taken separately. Idioms are often used in conversation.

Listed below are sentences from Reading Two. Read the sentences and match the underlined idiom to the best definition.

1. said “no” strongly e. very common

2. had difficulty f. enter quickly

3. one after another g. hurry

4. did not succeed h. consider the general situation _______ 1. In places like France and Spain, you’ll watch at least a half hour of

the program, then you’ll get some commercials. All in a row.

2. Government advertising, yes - that was all over the place.

3. Don’t come in overnight and start advertising. Take your time. Plan

your campaign carefully.

4. Remember, there are millions of people in China who don’t know

what a Big Mac is. So don’t rush over there and try to sell them one.

5. The Russians may have liked it all right, but Pizzaria didn’t go over

too well with foreign visitors.

6. Another problem was that if you wanted to take the pizza home with

you, the chef wouldn’t hear of it. He didn’t want it to get cold.

7. New markets are opening up all the time. You have to look at the big

picture before you start planning a campaign.

8. Remember that for years in China and Russia, people had a hard

time buying things.