Менеджеры и менеджмент (Executives and Management) - 69 стр.

UptoLike

ВУЗ: 

ТГТУ | Тамбов

Составители: 

Рубрика: 

243
Peter hopes that his image will help to promote disabled sport. The cynical might say it will simply
promote Nike. "I did wonder whether this ad was going to be in good taste," he admits. "But when they
explained the idea to me, I quite liked it. It portrays me as an athlete, not a victim, and I think it's a posi-
tive message.
"The fact is, I've always been like this. I was born like this and you don't miss what you've never had. I
dream of having limbs. Of course I do. But I'm happy the way I am and I get on".
Carel Press
B. Answer the questions:
a) Which company is using Peter Hull in their advertisements?
b) In what ways is Peter "not like ordinary people"?
c) What does Peter hope the advertisement will promote?
d) Why does he like the ad?
e) How long has Peter been disabled? Does he seem depressed?
f) What do you think of the Nike ad? Give reasons for your opinion.
Make use of these notes:
• in good taste? / in bad taste?
• promotes disabled sport? / pretends to promote disabled sport?
• makes you admire Peter? / makes you feel sorry for him?
• good for Nike’s image?
• will make people buy Nike products?
T a s k 14. Learn the following vocabulary and use it in the brief summary of the text.
Advertising campaign – planned series of advertisements
Giant – extremely large company
Billboard posters – very big adverts at the side of the road
Slogan – advertising phrase that is easy to remember
London Marathon – long-distance (41.8 km) race that takes place in London every year
Promote – make people more interested in
The cynical people – who do not believe in human goodness
In good taste – what most people think is artistically and socially acceptable; not offensive
Portrays – shows
T a s k 15. Fill each gap with a word or phrase from the glossary.
1. I don't like that ad because it … women as passive sex objects.
2. Their … , Real Juice For Real People, is easy to remember.
3. … can be more effective than TV commercials because so many people drive past them every day.
4. An advertising agency looks at new ways to … the product.
5. Then it launches an … in the press and on TV.
T a s k 16. Listen to the conversation about the advertisement for "Michelin Maps and Guides".
Discuss the USP of the product.
Man: What do you think of this advertisement?
Woman: Mm, I quite like it.
Man: Yes, yes, so do I. It makes the product seem sort of likeable, doesn't it?
Woman: Mm. well, it's an advertisement for three products really: hotel and restaurant guides, guidebooks
of places to see and maps.

Страницы