Ex. 3. Fill in the blanks with a suitable form of the word in brackets.A a. They showed open … to this advertising project. (hostile) b. Many find the attitudes of advertisers …. (contempt) c. In defence of itself, the advertising business can point to the jobs created by the stimulation of …. (consume) d. There are a number of … controls on what advertisers can and cannot say. (statutes) e. The passionate arguments some people use against advertising are often rather …. (excess) B A man takes a single (1) … of a substance and puts it in his mouth. Instantly he is transported to another world, a place of surreal visions and swirling colours. He rushes (2) … into this parallel universe. What is this (3) … compound with the power to induce such a mind-blowing trip? Is it some kind of drug that makes the user hallucinate? No, it’s just a humble cereal ad on TV. The Fruity Wheat ad is the latest in a long line of (4) … ads whose imagery appears to draw on the effects of mind-altering substances. Colin Rees of the “Stop TV Advertising” group, said: “I find this and other such ads totally (5) …. Take this stuff and you will experience something out of this world – the (6) … of the ad seems clear to me. The companies who make them will say that any relation to drugs is just one (7) … of the advert, and not one that they (8) …. When I complained about this ad, I was told that it didn’t contain any (9) … messages. I thought that was a bit rich – I think the message in it is blatantly obvious! And I don’t think we should be giving TV viewers any (10) … in that respect.” SPOON
HEAD TERRIFY
CONTROVERSY
ACCEPT IMPLY
INTERPRET INTENTION
CONSCIOUS
ENCOURAGE Ex. 4. A. Many firms and shops choose a short name which attracts attention, is easy to remember and immediately identifies the service being offered. This name (trade name) is often spelt in a kind of simple phonetic spelling to make it even more unique and memorable, e.g. EAZIWASH (easy wash) is a launderette and FIZZEEK (Physique) is a gymnasium and health club.
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