Paper 1, Parts 1 and 2
Date: 2015-10-07; view: 507.
1)
1 The following techniques can be used for effect in written advertisements:
- exaggeration
- humour
- irony
- repetition
- unusual collocations
- unusual use of words.
Think of any examples of these techniques in advertisements you have seen.
2 Read the following text and decide which answer (A, B, C or D) best fits each gap. Then identify any examples of the techniques discussed in Exercise 1.1. How effective do you think this advertisement is?
| When fitting your new Bose speakers you'll find your old system will (1) in very handy. The new Bose speaker system (2) old approaches to stereo sound to history. (3) the traditional pair of boxes that only produce stereo at one (4) point, our technology delivers open, spacious high-fidelity sound with incredible realism. Bose fills your room with sound, not speakers. Two tiny, easily positioned cubes, 40% smaller than their predecessors, yet with even better performance, (5) with the hideaway Acoustimass bass module to reproduce a natural balance of reflected and direct sound throughout the listening area. So now you and your friends can experience powerful, distortion-free bass with stunning (6) in the higher frequencies. Close your eyes and you could be in front row at a performance. Audition the Acoustimass 5 speaker system at your Bose dealer. Then you'll know that there are better things to do with your speakers than listening to them. |
1 A get B go C come D move
2 A consigns B develops C constrains D suggests
3 A As well as B Instead of C In addition to D Equivalent to
4 A fixed B stationary C rigid D secure
5 A associate B merge C combine D unify
6 A lucidity B clarity C sensitivity D simplicity
2)
1 What packaging techniques do manufacturers use to make their products more interesting and attractive to consumers? Think of some examples of products with effective packaging.
2 Read the following text and decide which answer (A, B, C, or D) best fits each gap.
| The history of packaging The appearance of a product has always affected what people think of it. The Romans recognized wine and water from the shape of their earthenware (1) . In the sixteenth century, goods in paper wrappers with their producer's signature on the outside became a way of authenticating the quality of the product. Then a nineteenth-century tea merchant did a (2) trade when he began putting his tea into sealed bags rather then selling it (3) . With technology and changing lifestyles, packaging has (4) . First, it became more sophisticated canning in mid nineteenth-century, and the cheap manufacture of plastics in the last century (5) ensuring more widespread use. Then changing social conditions guaranteed its place in our culture. The rise of the self-service supermarket, for example, meant that goods needed to (6) more for themselves, with no jolly Mr Cornershop to help the housewife make her choice. |
1 A cisterns B cases C casks D containers
2 A blazing B roaring C ripping D glowing
3 A loose B free C alone D untied
4 A intensified B duplicated C protracted D proliferated
5 A thereby B therewith C thereupon D therein
6 A cope B look C speak D show
3 Read the text again and find the reasons why packaging has become such an important part of marketing. Do you think that the writer is in favour of modern packaging or against it?
3) Discuss the following questions.
1 What influences you most when you are choosing a product, the advertising or the appearance of a product?
2 Can you think of any particular products that use more packaging than is necessary? Why do you think manufacturers use packaging to such an extent? What problems can this cause?
3 Can you think of any other ways in which modern technology is affecting methods of advertising and marketing goods?
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