CHAPTER 3

ADVERTISING: WE KNOW WHAT YOU WANT BEFORE YOU DO

PREVIEW
+ CLOTHER: BOTH OF THEM
+ ELECTRONICS: OTHER
+ CAR: PRICE
+ FOOD: FRIENDS, AND PRICE
+ RESTAURANT: PRICE
PART 1:
PREDICT
1. WILL ANYONE NOTICE THE SHOES?
2. AND THE WINNER IS…
3. AND THE WINNER IS…
4. UNDERCOVER MARKETING AND WILL ANYONE NOTICW SHOES?
CHECK THE FACTS:
READING 1:
1. FALSE. THE CANDIE IN READING IS PROPER NOUN.
2. TRUE.
3. TRUE.
4. FALSE. IN THE READING DOESN’T MENTION ABOUT YOUNG PEOPLE.
READING 2:
1. FALSE. THIS GROUP WANTS TO TEACH AMERICANS HOW INFLUENTIAL ADVERTISING CAN
BE SO THEY GIVE ADVERTISER AWARDS FOR BAD ADS.
2. FALSE. BC SCHMIOS ARE GIVEN FOR FALSE ADVERTISING AND FOR SOME ADS THAT ARE
JUST ARE JUST IN BAD TASTE SO ADVERTISERS WANT TO WIN CLIO.
3. TRUE.
4. TRUE.
5. FALSE. NIKE TREATS WOKERS VERY BADLY. THEIR SALARIES ARE LOW AND THEIR WORKING
CONDITIONS ARE TERRIBLE.
READING 3:
1. TRUE.
2. FALSE. THE ADVERTISING AGENCIES HIRE YOUNG ACTORS.
3. TRUE.
4. FALSE. IT BETWEEN THE AGES OF 18 AND 34.
5. FALSE. THE READING DOESN’T MENTION ABOUT.
ANALYZE
 1. SIMILAR:
BOTH TECHNIQUE USE MORDEN OR YOUNG ACTOR TO ADVITISE THE PRODUCT.
2. I THINK THE MEDIA AND DECRACY CONGRESS FEELS ABOUT UNDERCOVER MARKETING IS
GOOD BECAUSE THEIR GOALS ARE SIMILAR.
VOCABULARY WORK
GUESS MEANING FROM CONTEXT.
1.
+ IN BAD TASTE: IT IS OFFENSIVE AND IS INAPPROPRIATE FOR THE SITUATION.
+ AWARD: IT IS A PRIZE THAT A PERSON OR ORGANIZATION IS GIVEN FOR AN ACHIEVEMENT.
+ FALSE: NOT TRUE.
+ COOL: FASHIONABLE IN THE WAY THAT PEOPLE ADMIRE.
+ DECEPTIVE: MAKING YOU BELIEVE SOMETHING THAT IS NOT TRUE.
+ ENTHUSIASTIC: SHOWING ENTHUSIASM.
2.
+ CONTROVERSIAL: STHING PEOPLE DON’T AGREE ABOUT.
+ IN BAD TASTE: NOT POLITE
+ AWARDS: GIVES A PRIZE TO
+ FALSE: NOT TRUE
+ COOL: FASHIONABLE
+ DECEPTIVE: NOT TELLING THE TRUTH
+ ENTHUSIATIC: EXCITED
3. MOST OF THEM ARE BASED ON THE CONTEXT OF THE TEXT
4.
+ SCHOLAR: A SPECIALIST IN A GIVEN BRANCH OF KNOWLEDGE.
+ CUDDLY: POSTIVE
5.
IT IS THE WORD “EFFECTIVE”. IN THAT CONTEXT, IT HAS POSITIVE MEANING.
GUESS MEANING FROM RELATED WORDS
1.
READING 2
+ HARMLESS: IT IS NOT ABLE TO CAUSE HARM
+ INFLUENTIAL: IT HAS A LOT OF INFLUENCE ON S.O OR S.THING
+ CRITICS: SOMEONE WHOSE JOBS IS TO GIVE THEIR OPINION ABOUT S.THING.
+ EMPOWERMENT: THE PROCESS OF GIVING A GROUP OF PEOPLE MORE FREEDOM OR RIGHTS.
+ EMPOWER: TO GIVE S.O OFFICIAL AUTHORITY OR THE FREEDOM TO DO S.THING.
READING 3
+ UNDERCOVER: WORKING SECRETLY
+ STYLISH: HAVING A SPECIAL QUALITY THAT MAKES A PERSON OR THING SEEM DIFFERENT
AND ATTRACTIVE
+ TRADITONAL: FOLLOWING OR BELONGING TO THE WAYS OF BEHAVING OR BELIEFS THAT HAVE
BEEN ESTABLISHED FOR A LONG TIME.
+ UNDERGROUND: SOMETHING THAT IS DONE UNDERGROUND IS SECRET OR HIDDEN, USUALLY
BECAUSE IT IS NOT TRADITIONAL.
+ OVERHEAR: TO HEAR WHAT OTHER PEOPLE ARE SAYING UNINTENTIONALLY.
+ PERFORMANCE: AN ACTION INVOLVES A LOT OF ATTENTION TO DETAIL OR
TO SMALL MATTERS THAT ARE NOT IMPORTANT.
2.
THE WORD “PICTURE” USUALLY BEING BOTH A NOUN AND A VERB. IN THE PHRASE “AN AD THAT
PICTURES HER”, THE WORD “PICTURES” IS A VERB BECAUSE IT STANDS BEHIND THE SUBJECT “AN
AD”.
3.
+ GOLDEN: IT USUALLY HAS MANY MEANING, IT IS ABLE TO MAKE OF GOLD (JEWELS), COLOUR OF
GOLD, ECT.
+ IN THE PHRASE “IT IS GOLDEN GROUP”, IT HAS MEANING THE YOUNG PEOPLE.
READING SKILL
IDENTIFYING CULTURAL REFERENCES
1.

THEY ARE ALL WELL-KNOWN NAMES OF ADVERTISING AGENCIES, AWARDS OR MAJOR

MAGAZINES.
+ NATIONAL LABOR COMMITTEE, AND NATIONAL RIFLE ASSOCIATION.
+ FORD, NIKE, LEXUS, AND COVER GIRL.

2. I THINK IT'S IMPORTANT BECAUSE IF WE DON'T UNDERSTAND THESE REFERENCES WE WILL BE

CONFUSED ABOUT THEM.

UNDERSTANDING COHESION
1. CANDIE‘S SHOES
2. THE ADS
3. THE ADS
4. SOME PEOPLE
5. CUSTOMERS
6. CUSTOMERS