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26
UNIT 4
ADVERTISING
READING
1 You will read an article about advertising on the radio and TV. Before
reading complete the questions below.
· I like/ dislike watching advertisements on TV because………………
· My attitude towards the advertising on the radio is………………
· I never watch or listen to the advertisements because………………
2 Fill the gaps 1-10 using the words from the text below.
prevalent airs placate tempting sponsored
byproduct longstanding fierce advertisement
time
ushered
1 This program ______________ daily.
2 They are ______________ rather good, that’s why their show is so popular.
3 We couldn’t stop the meeting because the discussion was too __________.
4 To ________ the pupils, the teacher decided to come to end with the game.
5 All organizations know that the __________ costs a lot of money.
6 His offer was so _______________ that I couldn’t say ‘no’.
7 Most of the _______________ American advertisements belong to the
period of Creative Revolution.
8 It was the new theory that he _______________ into the world.
9 Some people think that advertising is a _________________.
10 When many people have the same opinion, it means that this opinion is ___.
THE HISTORY OF ADVERTISING
When radio stations began broadcasting in the early 1920s, the programs
were aired without advertising. The first radio stations were established by radio
equipment manufacturers and retailers offering programming to sell radios.
However, many non-profit operators followed suit, such as schools, clubs, and
civic groups.
The radio station owners soon realized they could earn more money by
selling sponsorship rights to other businesses. In those days, each show was
usually sponsored by a single business, in exchange for a brief mention of the
sponsor at the beginning and end of the show. This practice was carried over to
television in the late 1940s and early 1950s.
However, a fierce battle was fought between those seeking to commercialize
this new medium and the people who argued that the radio spectrum should be
considered the commons, to be used only non-commercially and for the public
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