What are three of the needs that ads appeal to?

Friendship, success and escape.

Unit 4: The Art of Advertising

A. Complete the story. Use the words in the box.

• Imad wanted to buy a car. He went for a walk last week, and he saw a small, (1) classic car that he liked.
• It was parked on the street. He went to a car dealership to look at new cars.
• With a new car, you can (2) customize it to have exactly what you want. But a new car would be too expensive for Imad.
• A friend told him to call his neighbor Abdullah. He was trying to sell his old car because he had just bought a new one.
• Imad went to his neighbor’s house and looked at the car.
• Abdullah showed him the ad that he had written.
• It listed all the (3) options that came with the car.
• It was not as small as a compact car, but it was not too big. His neighbor said that the car was called a (4) compact and that it would never go out of style.
• The interior was clean and simple. And it would provide a very (5) smooth ride.
• Imad thought it was a great deal. He paid for the car and Abdullah gave him the keys. It was a great day for Imad!

B. Complete the paragraphs with the verbs in parentheses. Use the correct form of the passive (simple present, simple past, present perfect, or future).

• Before the 20th century, advertising was not very important, since most things (1) (make) were made at home or (2) (buy) were bought from small, local stores.
• But by 1900, many things (3) (produce) were produced in factories and (4) (sell) were sold to people who lived far from the factories.
• Through advertising, people (5) (tell) are told about these products.
• Advertising has become an art and a science. Today a lot of money (6) (spend) is spent on research for advertising.
• Before a company launches its ads, the ads (7) (show) will be shown to many people.
• If people don’t like the ad, it (8) (not / launch) won't be launched.
• For some time now, many questions (9) (ask) have been asked about the effects of advertising.
• (10) (affect) Will people’s attitudes and values be affected by advertising, and if so, how?
• In the future, even more time and money (11) (spend) will be spent on advertising.
• Even more questions about the effects of advertising (12) (ask) will be asked, and it will be important to find some answers.

C. Read the descriptions of people and objects that are in the Guinness World Records.
Write a headline for each description. Use the superlative form of the adjective.

1. The longest period marriage Octavio Guillen and Adriana Martinez had a very long marriage. They were married for 67 years!
2. The tallest man Robert Wadlow, who died in 1940, was 2.71 meters tall.
3. The most expensive movie Titanic (1997) was an expensive movie to make. Different problems made it more expensive than any other movie.
4. The most valuable How valuable can a slice of cake be? Very valuable! In 1998, a slice of cake left over from the wedding of the Duke of Windsor and Wallis Simpson more than 60 years before was sold for $29,900!

D. Complete the descriptions. Use the comparative form of the adjectives in the box.

1. He wants to sell him the car that’s more expensive, but he wants to buy the car that’s cheaper.
2. The shoes with the low heels are more comfortable than the shoes with the high heels, but the shoes with the high heels are more special.
3. Mohammed knows that water is healthier than soda, but he thinks that soda is more refreshing than water.
4. Maha likes the dress in the smaller size, but her mother wants her to try the dress in the larger size.

E. Write descriptions for the photos. Use as…as and the adjectives in parentheses.

1. The mountains are not as warm as the beach. (not / warm)
2. The compact car is not as expensive as the sports car. (not / expensive)
3. Juice is as healthy as water. (healthy)
4. Sometimes Thai food is as hot as Mexican food. (hot)

F. Complete the advertising slogans. Use the correct verb: look, smell, sound, or taste.

1. Smell like a rose with our new Spring Flower perfume.
2. Eat at Antonio’s Italian Restaurant. Our food is cooked in a restaurant, but it tastes like it is cooked at home!
3. Are you learning English? Listen to our English-language CDs, and soon you will sound like a native speaker.
4. Look like a professional. Wear a Valenziani suit.

G. READING

Read the article. Answer the questions.

1. What are two things advertisers use in their ads?

They use stories and pictures.

2. Generally, what do ads try to show people?

They try to show people that they can meet their needs by buying products.

3. What are three of the needs that ads appeal to?

Friendship, success and escape.

4. How are companies today getting children to influence their parents on what to buy?

Companies are advertising during children's TV shows.

H. Use the correct form of the verbs in brackets.

1. The electric iron (invent) was invented in 1882 by Henry W. Seeley in New York. His iron was heavy and took a long time to warm up.
Other electric irons (also/ invent) were also invented, including one from France, but it used a dangerous heating method.
2. The safety pin (invent) was invented and (patent) was patented by Walter Hunt.
It (make) was made by twisting a length of wire. The right to the patent (sell) was sold for $400.
3. In ancient Egypt, the papyrus plant (process) was processed and (use) was used as paper.
It (make) was made from thin sheets of papyrus that (soak) were soaked in water, pressed together and then dried.
4. Smart classrooms (equip) are equipped with interactive boards, a computer console, digital projector, sound system, and video system.
In many countries, a number of classrooms and seminar rooms (updated) are updated in this manner.
State of the art technology (install) is installed and teachers (train) are trained to use it, replacing traditional boards and pen and paper materials.

I. Which products or brand names do you associate with these slogans?

J. Look at the two ads for a watch and a pen. Answer the questions below.

1. What are four words that can describe each item?

watch Accurate, elegant, modern, reliable.
pen traditional, elegant, practical, smooth.

2. Name two places where you can use each item.

watch At work, in a party.
pen At work, at school.

3. How is a person likely to feel if he has each item?

watch In-fashion, elegant.
pen Special, elegant.

K. WRITING

You are going to launch a new soda for young people. Think about a catchy name. Think about features of the product and words that would make it appealing in an advertisement. List words that can be associated with: success, escape, and friendship in the boxes.

L. Circle the right word.

1. (That / Those) tablet is very light, and (this / these) laptops are heavy.
2. (These / That) is (a / an) old-fashioned bicycle.
3. (This / These) is Hashim. He’s (a / an) engineer.
4. (This / These) are my car keys, and (that / those) are my house keys.
5. (A / An) famous artist painted (that / those) painting.
6. Look at (that / those) cars! They’re (an / -) American cars.

M. Ask and answer about items in the shop. Use this/these or that/those.

1. sculptures

What are these? They are sculpture.

2. airplane

What's that? It's an airplane.

3. electric car

What's this? It's an electric car.

4. smartphones

What are those? They are smartphones.

5. computer users’ magazine

What's that? It's a computer users’ magazine.

N. Write advertising slogans for the items in M. Turn the sentences into imperatives. Use your own ideas.

1. You should visit the museum to admire their beauty.

Visit the museum, and see the ancient sculptures, you will be amazed!

2. If you want to travel first class, you must book your seat early.

Enjoy a first class travel, book your seat now!

3. You should take it for a test drive. You’ll feel its power.

Take the electric car for a test drive, feel the power!

4. Everyone needs them to get in touch quickly wherever you are.

Get in touch quickly. Use smartphones everywhere you are.

5. This will help you keep up to date with the latest advice for computer users.

Keep up to date with the latest advice.

O. Complete the conversations with the correct possessive pronouns.

1. A: Whose trousers are these? Are they yours, Ali?
B: Yes, they’re mine.
2. A: Don’t buy that dress, Sabah! It isn’t your color.
B: Oh, yes it is. It’s my favorite.
3. A: Is that Mom’s wallet?
B: No, that isn’t hers. Mom’s wallet is in her coat pocket.
4. A: Is this your family’s house, Mr. Morris?
B: Yes, it’s ours. My wife and I bought it last year.

P. Circle the correct word.

Omar: 1 (Who’s / Whose) blue bicycle is this? Is it 2 ( yours / your), Greg?
Greg: No, it isn’t 3 (my / mine). It’s 4 (too / enough) small for me. It belongs to 5 (my / mine) younger brother.
Omar: So 6 (who / which) bike is yours?
Greg: That big black 7 (one / ones) near the wall.
Omar: Hey! That’s looks sporty 8 (too / enough) to be a racing bike.
Greg: Yes, it is. When I lived in the US, my friends rode 9 (their / theirs) bikes in races.
Omar: Great! Why didn’t you race, too?
Greg: I didn’t have a fast bike like 10 (their / theirs), but my uncle won a race on 11 (his / hers).
Omar: Perhaps you’ll win a race one day if you train hard 12 (too / enough).