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12 Read the descriptions 1-10 and give a word for each one. The first letter
is already there. There is one space for each other letter in the word.
1 It is someone who gives an advertisement.
2 These are banner advertisements that open in new
windows when a website is opened.
3 It is a paid advertisement on TV.
4 It is an organization which deals with the adverts.
5 It is stimulation in the selling of goods.
6 It is a place in newspapers or magazines where you can
find information about different things.
7 A person who is the head of the advertisement
department is called an advertising ……………………….
8 It is an advert which aim is not to sell goods but to
massage facts.
9 It is a board on which you can find different
advertisements.
10 These are useless averts which are sent to most
Internet users by e-mail.
a _ _ _ _ _ _ _ _ _
p_ _ - _ _ _
c_ _ _ _ _ _ _ _ _
a_ _ _ _ _ _ _ _ _ _
a_ _ _ _ _
p_ _ _ _ _ _ _ _
a_ _ _ _ _ _ _ _ _ _
s_ _ _ _
m_ _ _ _ _ _
a_ _ _ _ _ _ _ _ _ _
b_ _ _ _ _ _ _ _
s_ _ _
13 Fill the gaps 1-10 with the correct words derived from the words in
bold.
Although most (1)___________________ use humor or fantasy to
(2)________________ our attention, others try to shock us so that we
remember their message.
Some adverts (3)_________ us with a puzzle; they show an unusual
image which at first doesn’t make sense. For example, in the Micra
advert, when we see a half-shaved head, we want to know why the
man has had his hair cut like that. In the end, we (4)_________ that a
woman has shaved the man’s head because he borrowed her car!
Because we have had to work out the (5)_____, we will probably
remember the product better.
Other adverts play with words rather than images. When we
understand the joke, we feel very (6)__________with ourselves. Take
the advert with the words: ‘Last year 400,000 women killed their
husbands with a frying pan.’ At first, the words seem to refer to
domestic (7)_________________, but then we realize the advert is a
warning about eating high-fat food!
Charities have also started advertising in this way. There is so much
suffering in the real world that it is often difficult to hold people’s
attention. Because of this, charity advertisers have
(8)______________ ways of shocking the public. They use serious
and frightening images. In this case, such hard-hitting tactics are
surely (9)_________________.
On the other hand, some adverts go too far when they are
(10)_________ offensive. Justified? The advertisers would say yes if
the adverts sell the product.
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