Английский язык для студентов технического вуза: Средства массовой информации. Мир продвинутых технологий. Рабочая тетрадь для студентов продвинутого уровня. Ковалева Ю.Ю - 33 стр.

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33
3 Talk about what advertisers need to be careful with when creating a
TV commercial. There are some points below to help. How do you think
these points might differ from country to country?
· Language
· Similarity to other ads
· Use of people’s race / color
· Religion
· Exposure of the human body
· History
· The use of animals
· Talking about other countries
· Making fun of politicians or royalty
· Blood
LISTENING
4 You will hear a piece of news about Coca-Cola company new
advertisement. For questions 1- 8, fill in the missing information (1–4 words)
in the numbered spaces. You will hear the recording twice.
The Coca-Cola Company unveiled a (1) ____________ on December 8 to turn
around its image and sluggish (2) _____________.
The latest strategy focuses on the iconic shape of the (3) ___________________.
Executives said these slogans will more accurately reflect specific (4) _________
and (5) _______.
Coke CEO Neville Isdell said the new global ad strategy should return the
company to its former glories within (6) _______.
Marketing chief Mary Minnick outlined three new themes to appeal to customers –
(7) ___________________.
In January, Coca-Cola Blak, (8) __________, will hit the stores to get the ball
rolling.
5 Discuss in groups the following questions.
1 Why has Coca-Cola spelled its new product “Blak” - without the “c”? Do you
think this is good?
2 Why do you think Coke changes its slogan every two or three years, while other
companies stick with theirs for a decade or longer?
3 Coca-Cola constantly remarkets itself with new slogans. What do you think
about these past and present slogans? Why were they chosen?
“The ideal brain tonic.” (1893)
“Universal symbol of the American way of life.” (1943)
“Hello Coke.” (1944)
“Coke time.” (1954)
“Coke... after Coke... after Coca-Cola.” (1966)
“It’s the real thing.” (1970)
“I’d like to buy the world a Coke.” (1971)
“Welcome to the Coke side of life.” (2006)

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