CAMBRIDGE
ENGLISH VOCABULARY IN USE ADVANCED
UNIT 49
Advertising
A
|
Promoting
quality
Advertisers like language that
suggests their product is of especially high quality.
Check out our latest smartphone –
you’ll love its innovative features. [original and interesting]
The design of our beds is unsurpassed.
[the best there is]
Our dishwashers leave other dishwashers
standing. [are much better than other dishwashers]
Sign up for exam courses that put/leave
other courses in the shade. [make other courses seem
insignificant]
|
|
B
|
Promoting value for money
Advertisers
like language that suggests things give you good value for money.
Rock-bottom
prices in our sale! [extremely low]
Prices
slashed! [dramatically reduced]
Bargains
galore! [a huge number of products on sale
at ridiculously low prices]
Order
now and get a 10% discount. [reduction in the price]
|
|
C
|
Promoting luxury and comfort
Advertisers
like language that suggests luxury and comfort.
Pamper
yourself with a full-body massage. [treat yourself
to something luxurious]
Indulge
yourself with our smooth, rich, perfectly
blended coffee. [let yourself do or have something that you enjoy but which
may be bad for you]
Enjoy
a sumptuous meal in opulent surroundings. [both adjectives mean
rich and special: sumptuous collocates most strongly with words relating to
food and furnishings, and opulent with words relating to lifestyle]
Live
in the lap of luxury for two weeks. [in a very luxurious way]
|
|
D
|
Promoting scientific backing
Advertisers
like language that suggests scientific backing for their product.
This
ergonomically designed reading lamp provides the perfect light. [designed
by studying people and their working
or living conditions, especially in order to improve effectiveness]
Our
health drink is medically proven to boost energy levels. [shown by
research]
All
our computers are state-of-the-art. [use the very latest technology]
|
|
E
|
Promoting attractiveness
Advertisers
like language that suggests their products make us more attractive.
Ties
that will make you stand out in the crowd. [be noticed]
In
our new styles, you’re guaranteed to turn heads. [be noticed]
Our
new lipsticks are tantalisingly appealing. [temptingly]
Use
our range of hair and skin products for glossy hair and radiant skin.
[both adjectives mean attractive and healthy-looking]
|
|
F
|
Common ways of advertising
1 very large boards
2 sheets of printed information
3 brief excerpts from a film, TV or radio programme
4 words written in the sky using smoke from a plane
5 advertising posters hung at the back and front of a
person, who then walks around a busy area
6 advertisements that appear on your screen suddenly
7 advertise
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EXERCISES
49.1
|
Complete
each of these sentences with one missing word from the opposite page.
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49.2
|
Match
the beginnings and endings of the sentences.
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49.3
|
Here
are some phrases typical of advertising language. Which of the categories A
to E opposite do they fit into? Some of them may fit into more than one
category.
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49.4
|
Look
at F opposite. What are these examples of?
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49.5
|
Over
to you
For
more examples of language used in advertising, visit the websites of
companies, restaurants, etc. and see how they describe their products. Match
the language to the categories in A to E opposite.
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ANSWER KEY
49.1
1 lap 6 sumptuous
2 crowd 7 leave/put 3 rock 8 galore 4 the art 9 indulge 5 pamper 10 slashing
49.2
1 d 2 h 3 g 4 f 5 a 6 b 7 c 8 e
49.3
1 B 5 D
2 A / C 6 A / C / E 3 E 7 E 4 C 8 B
49.4
1 a logo (on clothing)
2 a billboard 3 a sandwich board 4 a pop-up ad (on a website) 5 a flyer 6 sky-writing |
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