I Read the text carefully
II Answer the questions or complete the sentences by choosing a, b or c
It is almost 30 degrees and people are packed into London Underground carriages like
sardines – the hot and sticky conditions are ideal for a deodorant company using the Tube
to promote its product. One train has been transformed into a moving advertisement, with
the hanging straps you hold onto replaced by mock deodorant aerosol cans. The agency
responsible for the campaign explains that they are hitting consumers in exactly the right
environment and at exactly the time when they might be thinking about wanting or
needing a certain product. Grabbing the attention of consumers who no longer take notice
of traditional advertising is the whole point of this kind of advertising, known as
‘ambient’ advertising. Examples include bus stops which squirt perfume at passers-by,
advertisements on supermarket floors, shopping trolleys, petrol pump handles, and even
on cows in fields near motorways. And it works too. In one petrol station which used
advertisements on the floor to advertise Sunkist soft drink, sales of the product jumped by
74%. Some people object to the way that advertising invades every available space but
advertisers say they have to do this for ambient advertising to work. People have to be
surprised and intrigued by the campaigns. However, the key to success, it seems, is
making sure the environment is appropriate to the product. Being clever is also important.
For example, Ford filled one of its cars with tropical fish and placed it in a very
fashionable London restaurant. Campaigns like this attract publicity – people write about
them and take photographs. This means advertisers get the most for their client’s money.
1. The train …
a) is hot and crowded.
b) smells of fish.
c) carries a special perfume.
2. The straps you hold onto when standing on the train …
a) are for sale.
b) are real cans of deodorant.
c) look like real cans of deodorant.
3. Ambient advertising targets people who …
a) like clever advertisements.
b) enjoy being entertained and amused.
c) ignore ordinary advertising.
4. What example of ambient advertising doesn’t the article mention?
a) sports facilities
b) live animals
c) transport facilities
5. The adverts work when …
a) they annoy people in some environments.
b) they stimulate the interest of consumers in the right kind of environment.
c) the product is a success.
6. Clever ‘ambient’ advertising campaigns aim to …
a) get as many people as possible to take notice of the product.
b) get someone to take a photo of the product.
c) improve the environment.
KEY
1.The train …
a) is hot and crowded.
b) smells of fish.
c) carries a special perfume.
2.The straps you hold onto when standing on the train …
a) are for sale.
b) are real cans of deodorant.
c) look like real cans of deodorant.
3.Ambient advertising targets people who …
a) like clever advertisements.
b) enjoy being entertained and amused.
c) ignore ordinary advertising.
4.What example of ambient advertising doesn’t the article mention?
a) sports facilities
b) live animals
c) transport facilities
5.The adverts work when …
a) they annoy people in some environments.
b) they stimulate the interest of consumers in the right kind of environment.
c) the product is a success.
6.Clever ‘ambient’ advertising campaigns aim to …
a) get as many people as possible to take notice of the product.
b) get someone to take a photo of the product.
c) improve the environment.
III Put the lines of the story in the right order. Fill in the table:
1.I first met Will when I a) was fun.
2.I put an advertisement in the popular local b) about everything that was important to us at
student newspaper and the time: politics, the environment, literature
and films.
3.When we met, c) we went out separate ways and since then
our lives have been very different.
4.Living with Will d) was looking for someone to share the house
I was renting.
5.We soon found out that we had e) and that’s important when you’re sharing a
house.
6.We always had really good discussions f) we hit it off straightaway and I told him he
could move in.
7.We also liked the same music g) a lot in common and quickly became close
friends.
8.When we graduated three years ago, h) he was one of the people who answered it.
1 ____ 2 ____ 3 ____ 4 ____ 5 ____ 6 ____ 7 ____ 8 ____
KEY
1 _D___ 2 __H__ 3 __F__ 4 _A___ 5 __G__ 6 __B__ 7 __E__ 8 __C__
IV Mini – close
Fill each of the blank spaces with one suitable word
The institution of marriage is found in almost every society, and its prevalence suggests
that it must meet certain needs. The most fundamental of these is security as the nuclear
1) family provides a shelter for the weaker members of 2) ………… such 3) ………..
infants or ageing relatives. However, the 4) ……… is that the institution of marriage is
now 5) …………. decline, and this indicates that we no 6) ………… feel the need for the
protection that a family can offer. Many people feel that as 7) ……….. as the state is
prepared to 8) ………… responsibility for them, there is little need to enter into an
unsuitable marriage. However, it remains to be seen 9) ……….. marriage will continue to
10) …………. in popularity or whether this trend will turn out to have been nothing more
than a temporary phase.
KEY
The institution of marriage is found in almost every society, and its prevalence suggests
that it must meet certain needs. The most fundamental of these is security as the nuclear
1) family provides a shelter for the weaker members of 2) society such 3) as infants
or ageing relatives. However, the 4) fact is that the institution of marriage is now 5) in
decline, and this indicates that we no 6) longer feel the need for the protection that a
family can offer. Many people feel that as 7) long as the state is prepared to 8) take
responsibility for them, there is little need to enter into an unsuitable marriage. However,
it remains to be seen 9) whether marriage will continue to 10) decrease in popularity
or whether this trend will turn out to have been nothing more than a temporary phase.
V Talking about you. Explain your answers
What would you do if …
1. someone sold you rotten fruit?
a) say nothing b) create a scene
c) calmly ask for some d) other
descent fruit
2. someone smoked in a non-smoking compartment you were in?
a) call an inspector b) ask a person not to smoke
c) suffer in silence d) other
3. a waiter ignored you in a restaurant?
a) walk out noisily b) wait patiently
c) go and get the waiter d) other
4. your boss criticised your work?
a) sulk b) get angry with your boss
c) discuss the matter d) other
5. a friend asked to borrow a new record of yours that you loved?
a) lend it to them b) tell them to get lost
c) come to a compromise d) other
