Разговорные темы по английскому языку. Яшина Е.А. - 57 стр.

         3. Some agencies have come up with what is called “lifestyle” advertising. In
         order to create such lifestyle images they need to find out what we as audiences
         are thinking and feeling. So when market research uncovers new social trends
         advertisers are feeding back to us versions of ourselves.

         4. In the 1980s, images of thrusting, self-satisfied, high-consuming “yuppies”
         were rife in advertising. For the 1990s, agencies suggest the dominant images
         will be more socially and environmentally sensitive.

         5. “Greed”, they say, will be superseded by “Green”. But how can advertising be
         used for sociably desirable ends like promoting green issues? Is there a danger
         that concern for the environment is being translated into another “lifestyle” la-
         bel? Some advertising agencies have predicted a number of new labels for the
         1990s which are a strange concoction of “Greed” and “Green”. They include
         people who are “carers” but not “sharers” and “money-grabbing ecologists”.

         6. The Volkswagen Passat advertisement (1989) is a good example of this para-
         doxical formulations. It reiterates Volkswagen’s long-standing claim for the re-
         liability of its cars, but in a novel way. At the center of its story is a young
         Shirley Temple look-alike who is rescued by her father from an inner-city
         nightmare. The urban jungle is polluted by danger, crime and exhaust fumes. He
         leads her away to his powerful car where the mother is waiting to whisk her
         away. It offers a fairy-tale solution of private security against public squalor. A
         form of escape is being recommended which only some people can afford and
         which works to the detriment of others. Ironically, the motor car (which is ar-
         guably a major factor in urban migration and inter-city decay) is seen as provid-
         ing a kind of privileged escape. It presents a contradictory and very private kind
         of ecology.

            Your thoughts

           • What do you feel are positive and negative aspects of advertising today?
           • Are there certain styles of advertisement which are unacceptable?
           • Are there any products for which you think advertising should be re-
         stricted, e. g. tobacco products?

            Vocabulary summary

            Look back over the first two sections of this unit and write down ten items of
       vocabulary on a piece of paper. Then divide into pairs and decide who will be A
       and B. Student A should then define the first word on his own list as quickly and
       clearly as possible so that student B can say what the word is, e. g.


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