Ñòð.68-69 Unit 8 ÃÄÇ Âåðáèöêàÿ Forward 10 êëàññ

Ïðèâåäåì âûäåðæêó èç çàäàíèÿ èç ó÷åáíèêà Âåðáèöêàÿ, Ìàêêèíëè, Õàñòèíãñ 10 êëàññ, Ïðîñâåùåíèå:

READING AND VOCABULARY

1 Read the first paragraph of each letter A-C.

Which writer:

1 agrees with Judy Boyle’s article.

2 partially agrees with Judy Boyle’s article.

3 disagrees with Judy Boyle's article.

A

Dear Sir/Madam,

I am writing in response to Judy Boyle’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 Ms Boyle’s views are exaggerated or simply wrong.

Firstly, I’m surprised that Ms Boyle, a journalist on one of the biggest daily newspapers, doesn’t realise that most of her 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 Ms Boyle really want a return to the days without advertising - die Dark Ages of the 1940s -when there was one public TV channel, two public radio stations and dull magazines and newspapers?

Ms Boyle complains about, how irritating adverts are. I wonder if she has a sense of humour? Hasn’t she 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 Ms Boyle 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, Ms Boyle, 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?

Yours faithfully,

Ashley Coates

Coates Advertising Associates

LONDON N5

B

Dear Dir/Madam,

After reading Judy Boyle’s article in Saturdays paper (‘Time To Declare War on Advertising') l wanted to congratulate her on a brilliant piece.

Like Ms Boyle, I am also fed up with the ridiculous stereotypes you find in adverts. Loot at car adverts, for example. In adverts, driving is never stressful or boring - it's one of the most editing things a man can experience (for women 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 its 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 advertise 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.

Yours faithfully.

Duncan Grant

Falkrik ST11

C

THE DAILY COMMENT

LETTERS TO THE EDITOR

Dear Sir/Madam,

I am writing in response to Judy Boyles article, which appeared in your paper on March 22nd. Although I agree with many of the things Ms Boyle wrote, I feel she 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 all, 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 invades 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 Ms Boyle suggests - but it’s a waste of money.

But there’s another point dial Ms Boyle 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 and who have newer things 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. In 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.

Yours faithfully,

Jean Ñîõ

Brighton

2 T055 Listen and quickly read the letters and try to decide what Judy Boyle wrote about in her article.

3 Choose the best title for each letter to the editor A-C. 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.

4 Find these words and phrases in the letters. How would you say them in your language?

Letter A: advertising, TV commercial (advertising), slogan, ad-break

Letter B: ad/advert, advertising, agency

Letter C: spam, billboard, junk mail, leaflet, poster

5 Read the letters again. Are these statements true or false?

1 Ashley Coates believes that, thanks to advertising, there is a bigger range of newspapers and magazines on the market.

2 He suggests that the 1940s were an exciting decade to live in.

3 He thinks that, adverts take a lot of" their ideas from pop videos.

4 Duncan Grant uses the example of car adverts to show how exciting adverts can be.

5 He suggests that stereotypes in adverts don’t change very quickly.

6 Jean Cox doesn’t believe that people have contact with 3,000 advertising messages each day.

7 She thinks that advertising makes us feel that, what we own is never good enough.

6 Work in groups and answer the questions.

1 Which of the opinions 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?