Підручник Англійська мова 9 клас (9-й рік навчання) - Л.І. Морська - Астон 2017 рік
UNIT 7. MASS MEDIA - PROS AND CONS
1. Look at the pictures and read the phrasal verbs with «up» and their definitions. Match the verbs with the pictures and the definitions. Use the dictionary to help you.
a. fill up
b. grow up
c. clear up
d. bring up
e. fed up (with something or somebody)
f. put up (with something or somebody)
g. break up
h. pick up
1. to become an adult ___
2. to fill to the top ___
3. to raise a child ___
4. to end a relationship ___
5. to feel annoyed, unhappy, or bored, especially with a situation that has existed for a long time ___
6. to tolerate, accept or continue to accept an unpleasant situation or experience ___
7. to take (passengers or freight) into a vehicle ___
8. to make clear or clearer, to clarify ___
2. Look at the pictures and match them with the words from the box.
1. TV commercial
3. advertising slogan
4. neon light ads
7. advertising poster
8. junk mail
Exam Skill Builder
3. Read the first paragraph of each letter (A-C) and say which writer:
1. Agrees with Steve Maddock’s article. ___
2. Partially agrees with Steve Maddock’s article. ___
3. Disagrees with Steve Maddock’s article. ___
I am writing in response to Steve Maddock’s article, «Time To Declare War On Advertising» which appeared in Saturday’s paper. As someone who works in the advertising profession, I have to say that many of Mr. Maddock’s views are exaggerated or simply wrong.
Firstly, I’m surprised that Mr. Maddock, a journalist in one of the biggest daily newspapers, doesn’t realize that most of his newspaper’s income comes from advertising. If advertising didn’t exist, newspapers would be more expensive - and thinner! And there is no doubt that there would be fewer titles to choose from. This is also true of magazines and TV channels. Does Mr Maddock really want a return to the days without advertising - the Dark Ages of the 1940s - when there was one public TV channel, two public radio stations and dull magazines and newspapers?
Mr Maddock complains about how irritating adverts are. I wonder if he has a sense of humour? Hasn’t he noticed that adverts are entertaining and, above all, informative? It’s a sad fact that there are often more ideas and creativity in a thirty-second TV commercial than there are in the programmes that come before or after it. Everyone has a favourite advert that we look forward to seeing. Adverts often capture the public’s imagination and we talk about them and even start to use their slogans in everyday situations. Comedians make jokes about them. Pop video producers copy their ideas.
If adverts irritate Mr Maddock so much, there is a simple solution. The three-minute ad-break on TV is just enough time to make a nice cup of tea. And while you’re in the kitchen, Mr. Maddock, look at the box of teabags. Why did you decide to buy them? A long, serious discussion with friends about different teabags? Or was it perhaps thanks to a memorable thirty-second advert?
After reading Steve Maddock's article in Saturday’s paper («Time To Declare War On Advertising») I wanted to congratulate him on a brilliant piece.
Like Mr Maddock, I am also fed up with the ridiculous stereotypes you find in adverts. Look at car adverts, for example. In adverts, driving is never stressful or boring — it’s one of the most exciting things a man can experience (forwomen it’s eating chocolate). There are never traffic jams because when you buy a new car all the roads magically become empty of traffic.
There are other mysteries. Why does nobody wear glasses — unless it’s not an advert for an optician's? Why do women in adverts always slowly brush their hair in a kind of trance? How do they find the time? In my house, people would start banging on the bathroom door because they wanted to use the shower. And why do people who eat yoghurts always look as if they’ve just discovered the meaning of life? And are biscuits really that exciting?
I don't know anyone who behaves like the people who I have to watch on my TV every twenty minutes. And yet, I have been watching fools like these advertised products for the past twenty years! Do people who work for advertising agencies have any contact with real life? Or do they just sit in their offices and watch old adverts all day?
I wonder what other readers think.
I am writing in response to Steve Maddock's article, which appeared in your paper on March 22nd. Although F agree with many of the things Mr Maddock wrote, F feel he didn't mention some important points.
A recent report suggests that, on average, each person has to put up with about 3,000 advertising messages every day. At first sight, this number seems impossible, but let's think about it. First of ail, there are adverts in papers and magazines, on TV and on the radio. Then there's spam — emails with advertisements — and pop-up adverts on Internet pages. Then there are billboards in the street. Finally, there is junk mail and leaflets, advertising slogans on T-shirts and shopping bags, posters in waiting rooms, on public transport, at sports matches and concerts. Advertising completely invaded our lives.
Do you or I buy 3,000 products every day? No, of course not. So not only is advertising irritating and an invasion of our privacy, as Mr Maddock suggests — but its a waste of money.
But there's another point that Mr Maddock didn't mention: advertising makes us dissatisfied. All of us are bombarded every day by adverts showing us people who are more attractive and successful than us. In reality, most of us have longer and much more comfortable lives than our ancestors and yet people are more dissatisfied with their lives than ever before. A coincidence?
In short, advertising is one big lie. It tells us that luxuries are necessities and what you already have is not satisfactory. Fn fact, if you can relax in the evenings by watching adverts you already have all you need to live comfortably. The purpose of advertising is to make you forget this.
4. Scan the letters from the previous exercise again and try to decide what Steve Maddock wrote about it his article. Then find all phrasal verbs in the text you have learnt from exercise 1.
5. Read the letters from exercise 3 and match them with the titles. There are two titles that you don’t need.
1. More advertising cliches.
2. How advertising helps the economy.
3. Life before advertising.
4. Why advertising is a good thing.
5. How advertising makes us unhappy.
6. Read the letters from exercise 3 again and say whether the statements are true or false.
1. Ashley Borland believes that, thanks to advertising, there is a bigger range of newspapers and magazines on the market.
2. Ashley Borland suggests that the 1940s were an exciting decade to live in.
3. The author of the first letter thinks that adverts take a lot of their ideas from pop videos.
4. Kim Grant uses the examples of car adverts to show how exciting adverts can be.
5. The writer of the second letter suggests that stereotypes in adverts don’t change very quickly.
6. Jane Forester doesn’t believe that people have contact with 3,000 advertising messages daily.
7. She thinks that advertising makes us feel that what we own is never good enough.
7. Work in groups to answer the following questions.
1. Which of the opinions (exercise 3) in the letters do you agree with most? Why?
2. What is your favourite billboard/ TV advert? Why do you like it?
3. Can you think of any advertising slogans which have entered everyday language?
4. Can you think of any more cliches or stereotypes that are used in adverts?