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• 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.
Man: Mm, I like the way the nice pale colors catch your attention – and the smiling Michelin man looking straight
at you makes you want to step into the countryside – even though it's only a drawing. It has a nostalgic, old-fashioned
look and that makes you interested in reading the text.
Woman: That's right yes, and when you read the text you find the selling points of each of the three products. It
makes them all seem very desirable.
Man: The message is "Make sure it's a Michelin", which means next time you're thinking of buying a map or a
guide book, you should think of Michelin products.
Woman: What kind of people is this message directed at, do you think?
Man: Well. I suppose motorists and tourists, people who stay in hotels or eat in restaurants.
Woman: Yes, and what seems to be the Unique Selling Proposition of the products, according to the ad?
Man: It's actually different for each product. Er … the red guides list more hotels and restaurants than their competi-
tors. Er ... the green guides use a star system to rate places of interest. And the maps are updated every year – u ... unlike
their competitors, we are supposed to think.
Woman: Yes, but it also says that the three products are cross-referenced, which means they can be used together
easily. They're a sort of package. I'd say that was the USP!
Man: Yeah, yes, you're right.
T a s k 17. Read, translate and discuss the following text.
Selling
You don’t have to be a special kind of person to sell a product. But although successful salespeople often have
special talents and an outgoing personality, the skills they employ are used by us all: we build and maintain relation-
ships with different kinds of people, we listen to and take note of what they tell us and don’t just enjoy the sound of our
own voices, and we explain things to them or discuss ideas with them.
A firm may depend on their own sales team and/or on the salesmanship of their distributors, wholesalers or retail-
ers. But any company needs to establish a personal relationship with its major clients ("key accounts") and potential
customers ("prospects"). It is often said that ‘people do business with people’: a firm doesn’t just deal impersonally with
another firm, but a person in the buying department receives personal visits from people representing the firm’s suppli-
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