6 Adamconcludes that men

A B ( D

likeshopping asmuchaswomen. canno longeraffordcarsandmotorcycles. nevergrowup.

IUsefullanguage:Selecting

ha'len'tchanged 'Ier; much.

c. Do you think differences between men and women are innate or a result of social conditioning? Discussin groups.
"'"

. . .

It's hardto choose,but Ithink ... is probably the mosteffective...

the mosteffectIVe, as ... Surely... isthemosteffective because ...

Intermsof reaching large numbers, ...mightbe

They arealleffective indifferent ways, but if we

have to choose, I'dsay... ...isobviously the mosteffective, since ... There's nodoubtthat...isthe mosteffective.

Speaking- Part 3: Discuss, Evaluate& Select

:) Adve~ising
3
-

<

~et\tsA&B

(Speaking-Part 4

Look at these pictures showing different ways to advertise products. Talk to each other about the advantages of advertising in these ways. Then decide which you think is the most effective way of persuading consumers.

,~dentsA&B

Discuss the followingquestions.

Do you think, on balance, that advertising isa goodthing? 2 Doyouthink advertisements shouldbe subject to stricter control? 3 Haveyou everbeenpersuaded to buy anythingwhichyoulaterregretted? 4 Whatmakes a goodadvert? 5 Doyouthink that peoplegenerally are too materialistic nowadays?

-~ ~
~-

5
.

Listento two candidates doil"g

the speaking tasks above and compare their performance to that of your classmates. Assess your classmates in terms

-.&..
.
.....

>
...
~
.~~
-

of:
-------

grammar and vocabulary

What are the advantages of advertising in these ways?

Which do youthink isthe mosteffective wayof persuading consumers? --

discourse management pronunciation

interactive communication

English :) Everyday

Making predictions In pairs, decide what the other speaker has said and use the expressions below in response. a b c d I thinkso. There's no douBt. I doubtit. It'sinevitable.

~-

A: IsBob coming withusdowntown? B: I thinkso.

0=>_

219

"
Reading - Part3

,
1
a. Youaregoingto readan articleabout young peopleand advertising. b. Now readthe article.Forquestions1-7,choose the answer(A, B,( or D)which you think fits bestaccording to the text.

. .

Beforeyou read,in pairsdiscuss the fpllowing.

Whatsortof advertisements interestyou?Doyou haveanyfavouriteads? Howdo advertisers try to persuade us?Canyouthink of anyadverts whichmakeuseof the following techniques?
celebrities catchyslogans . music('jingles') science . repetition . humour mystery surprise wit

'illt1~sg(~rra~~

tJ&iits
Hng I ple a 5 not year-olds with instant impact messages, plain product pictures, bigger posters, annoying jingles, celebri" endorsements and repetitive ads. Today's youth are a :. far cry from today's thirty somethings who grew up as commercially-naive kids. Now a lifetime of MTV, the Internet, dawn-tilkJus~ advertising and PlayStation gaming has created a generation so used to being bombarded with fas~turnover informatiGn, they filter it instantly witho~ paying much attention to its meaning. "This is a generation of thoroughbred consumers," according te Stuart Armon, managing director of the company thai conducted research into the habits of the nation's youtf. "Previous generations were suspicious of advertising they might have liked ads, but they wouldn't necessorH buy the product. But this generation has beer consuming since they were born. They don't see aI'reason to be suspicious," says Armon. One young panellist in the focus group researcr embodied this attitude: "If the advert is good, you thin their product will be good because the more they car spend on advertising, the more money they are obviously getting for their product." Armon says the trend has become more pronounced over the sever years that the continuous tracking study has beer running, but has reached a peak in the lat~t round 0.' interviews with 600 youngsters. "Advertising is accepted and expected. Young people don't see anything wrong in being sold to and think the if a product is in a TV ad, it must be good. It's a myrthat they are interested in clever ads

Theperceptionof today's youngsters as media-savvy cynicscouldhardlybe furtherfrom thetruth.Instead,this generation of keenconsumers may turn wittyadvertising into an endangered species. Julia Day reports. The youth of today are cynicat
media-savvy,seenit all, done it all,
wouldn 't-be-seen-dead-i n-the- T-sh irt

lerally, ~e proc 'O'lellist ke ad O\Jthinl ~ere.' y(

"'e YOUI
:)ssip (

_ stingui: c:led to - throL atching

5 Sky.

types who appreciate only the most achingly trendy adverts, TV shows 5 and magazines, right? Wrong: that was the last generation.

--e resul
anner ( ~y won "JOn to f -'1ere is ':), Nooc re one-c eople al ~d are "'lulatio

Today's youngsters don't 'get'

clever ads, are not in the least suspicious of commercials, don't 10 know the difference between newspapers' political stances, or TV channels, and they don't mind admitting it. In short, they are not half as media, marketing and 15 advertising literate as we might have thought, according to new research commissioned by five media groups. As a result media companies and 20 advertisers are going back to basics to arouse the interest of 15- to 24-

- dvemE

-e says ( -DSt pop =sy to c ecode c I. e leves, ':J'-Imas c "he ma:

they are no-

220

-ex
-or ~

Research shows that, compared with the previous generation, young people today are A better informed. B more worldly-wise. C less perceptive. D more sensitive.

Young people seem to believe that costly advertising A B C D means the product is probably overpriced. makes no difference to the popularity of the product. does not inspire consumer confidence. is the mark of a good quality product.

Accordingto Stuart Armon,youngsters today pay more

attention to an advert A B C D if its message is immediately obvious. if it gives them something to think about. if it has a witty element. if it is on their favourite TV channel.

Advertisements aimed at the present young generation A are technologicallysophisticated. B are makinguse of old techniques. C are becoming more subtle. D are usinga varietyof new techniques. 5

It is suggested that young people today

A prefer watching cartoons to political programmes. prefer newspapers for current affairs. cannot detect differences of quality between TV channels. cannot detect different perspectives in newspapers. B C D

~~
-

decipher complicated messages, they want -::: e ones. They are looking for an instant message. If 55 -ot there, they don't take any notice. And they - :: i, and naively, believe celebrities in ads really use :yoducts they are advertising," says Armon. A girl ~e list from Birmingham commented: "In some of the :: ads they've got all these well-known footballers. 60 ..,ink, 'Oh my God, they've got everybody famous : You think it must be good if they want it." .'oungsters only read newspapers for the celebrity :>. p and sport, rather than news, and couldn't -guish between papers' political stances. They also 65 ed to distinguish between TV channels - they access .,rough programmes, not channels, for example :::ning Sky because The Simpsons is on, not because

-g to

Sid McGrath is concerned that young people these days A B C D are given too many choices. are encouraged to eat too much. do not get enough exercise. are not required to think.

According to McGrath, many advertisements today

are adapted to satisfy youngsters' A B C D forget their problems. understand their problems. see the funny side of their problems. find solutions to their problems. desire to

--

Vocabulary Practice

- "y.

Match the highlighted words in the article with their synonyms below. change attitudes satisfaction work out noticeable represented stimulate

'= -esults of the research deeply worry Sid McGrath, 70 -~er at an ad agency, but they do not surprise him. -lorry is that the youth of today are not being called io flex their intellectual muscles enough," he says.

Text Analysis

i-ere is instant gratification everywhere - in food it's " .Joodlesor vending machines, even their pop icons 75 '" :Jne-dimensional figures delivered on a plate. Young :ce are living vicariously through other people's lives ;: are not asking for much at the moment. A lot of -"lOtion is 'lean back' - it doesn't require as much ~. ement as it used to." 80 ;:';S advertising is changing as a result: "lots of the :x>pular ads at the moment are happy, clappy, fun. '0 digest. They've got no time or inclination to ::de ads." One reason behind the shift, McGrath ~ e es, is that young people want relief from the 85 .-,as of real life: "Advertising is becoming the opium -I: massesrather than the educator."

What doesthe writer meanbythe following?

media, marketing and advertising literate (II. 15-16) celebrity endorsements (II. 24-25) bombarded with fast-turnover information (II. 30-31) thoroughbred consumers (I. 33) one-dimensional figures delivered on a plate (I. 76) living vicariously (I.77)

r~

Discussion

Discussthese questions in groups.

1 2

Preparetwo ads for it; one for the radio and another for the press.Presentyour adverts to the class.

Do you agree with the writer's views on today's youth? will develop in the future?

How do you think advertising

In pairs,decideon a productto advertise. 221

Articlesand Punctuation ~

Grammar Reference

Rewritethe following items usingcapitalletters wherenecessary andcorrect punctuation.

next saturday 1mgoingto portsmouthto seemy aIr florence
Next Saturday I'm going to Portsmouth to seemy Aunt FlorencE.

Put a, an or thewhere necessary.

j '"/'

2 1m afraid1min no positionto helpyousaidtrevor 3 wevea sayingin my part of the countrywherether~ mucktheresbrass 4 A: do youthink hellcome B:I think its highlyunlikelypeter 5 Ive just finished reading tolstoys anna karenina '" probably the bestbookiveeverread 6 theresnothinghesaidthat I wouldntdo for you 7 michael who I usedto work for ismycousins husband 8 I stronglyadvise you mr smithto go on a diet saidthe doctor 9 Whenyou areintroduced to someone if youaresittirg youshouldstandup andshake hands. 10 allthings considered Ithinkyoushould taketheopportunit) otherwise youllregret it

. . . . the h. h Ben NeVls IS rg estmountainIn ...-... Britain.

I J
,

2 Let'sgo for
I

take

lunchat 'Pascal's' andthen walkalong river.

-----Howdo you spell 'Crocodile' ) '/

3 We managed to raise quite Iargesumof ....... money for buildingof the newshelter. 4 Whenhe got homefrom concert,he went

to

bedwith

headache fromall .......

BarbicanTheatre in ....... newplaybyTomStoppard. AnimalWelfaregroupthat stray or abandoned cats in taxi to

loudmusic. 5 We went to London to see 6 Alicehasjoined takes care of Athens.

7 I missed work. 8

busand had to take

It saysin paper that governmentis bringingin new bill that cracksdown on juvenilecrime. Hesaidthat nothingwould standin wayof his becoming general managerof ....... company. I've been reading book that throws ....... interestingnew light on Darwin's theoryof evolution. Let'snot go out after television andget supper; let'sjustwatch earlynight. bus-stop

'\

------...
---

/That's not how the ,dictionaryspellsit.

~
~it

you didn't as, me how the

"

10

~
3

Dependent Prepositions
a. Fillthe gaps with the correct preposition. 1 to payattention 2 to take notice sth sth

11 12 13 14 15

Sheasked man waiting at where BigBenwas. For

3 to putsth
4 5 6 7 8 9 10 to distinguish to givepriority to takeadvantage to be dissatisfied to investmoney to threatensb to consultsb

perspective ~
twothings sth sb/sth sb sth sth sth

peoplein some developingcountries life isstill struggle.

I can't remember nameof hotel, but it's smallbuildingoff mainroad. I woke up andranall hour late,missed wayto office. breakfast

222

b. Use the phrases in Ex. 3a in your own sentences.

~,e of English- Part 1 1 Forquestions 1-12, decide which answer (A,B,C or D)best fits each gap.

Use of English - Part 4

Forquestions 1-5, think of one word which can be used appropriately in all three sentences.
o Please cross out the incorrect answers. Whatever youdo, don't cross Billy- you don't want him asan enemy.

~
.;

Tellthe children to becarefulwhentheycross the road. My heart when I sawthe policecardrawingup outsidethe door. There wasno mains wateron the property sothe farmer a wellfromwhichhedrewwater. Tragically, the cruise linerwaslostinthestormand........... withouttrace. 2 I'll makeyou Shallwe for spreading liesaboutme! MrsHartwella visit?

a selleracceptsan offerto buy theirhouse,but then

B the agreement and accepts a higherofferfrom a ..rorId buyer, the first buyer has been 'gazumped'. The J:dice is understandablyfrowned 1) , but is not ~ in Englandand Wales. The first buyer is simply left _ the lurchand either has to offera higherprice or losingthe house. The problemfor buyers is that "'Ce an offerhas been accepted,they start 4) costs, e lawyers'bills,surveyorscharges and so on, without any -ga. 5) of ownership. Until contracts have been rnanged the sale agreement is not legally6) and ...:ateagents are obliged to tell the seller about any higher
'""'ers on the property.

I thinkyou'llgeton betterwith Lucyif youflatterher;why don't you hera compliment abouther newhair cut,for example? 3 Thatwasa night! of luck- findingataxiat thistimeof

UnlikeScotland,where a sale is consideredlegallybinding "Y{)ffi the moment an offer is accepted, gazumping is in Englandand Wales, and the government is ookingat measures to 8) the practice, including

I found the role of Amandaquite difficult at first but now that I've got the betweenmy teeth 1'rT' gettingon really well. If the printerisn't working,wait a again. 4 andther tl)

""\ilking sellers pay for structural surveys and legal expenses.

It was drizzliQg as we set out but it started raining shortlyafterwards. Paulis in verypoorhealth- he smokes drinksa lot too. TheBeatles were religionof the East. andhe

Until things change, you can help to ward 9) .............. gazumpersby pushingthe salethroughquicklyand stayingin -cgularcontact with the seller's agent. Insist the house is :dkenoff the market once your offer has been accepted and meek that the board outsidethe house has a 'sold' signon it. TObe extra safe, you can take out insurance10) as protectionor spend a bit extraon legal11) to get an exclusivity agreementdrawn12) withthe seller.

influenced by the cultureand

I can't believeyou were late for the most important meetingof the week; and sayingthat you forgot the timewasa pretty excuse. Thevoters areperfectly aware thatJohnGlenisa ........... leader andIdon't thinkthey'llvotefor him.

0 1 2 3 4 5 6 7 8 9 10 11 12

A A A A A A A A A A A A A

refuses at in prefer spending guarantee securing complete curb out liability fees out

B B B B B B B B B B B B B

C denies scraps in C on C at on comprise C endure mounting C financing title C definition confining C obliging widespread C worldwide cut C decelerate Cover away cover C policy accounts C payments C on up

crushes in to face incurring fee binding throughout rein off deal instalments D through

D D D D D D D D D D D D

Janerecovered from the flu but sheis still feelingtired and ............

'
. ,,. , ,. . .~ ,.. ~ ,..

jl

223 J

Useof English- Part2

Use of English - Part5

Forquestions 1-15, think of the word which best fits each gap. Use only one word in each gap.

Forquestions 1-8, complete the second senter'=:' that it has a similar meaning to the first senten::using the word given. Do not change the wrr:. given. You must use between three and sixwc-_

I ..

Women in Debt

a Slow down -I can't walk asfast asyou.

keep Slowdown-I can'tkeep upwithyou. Theshopmanager saidthat I hadstolena t>.Tperfume. accused The shop manager ........................... perfume. 2 a tx;-.o

i
-,

My husbandgaveme his full supportin my eF startmyown business. supportive My husband ........................... myeffortsto s-..aown business.

3 I havehadangrywordswith himin the past. somebody He ........................... I havehadangrywords '" past. 4 I regretsaying thosedreadfulthingsto her! only If ........................... thosedreadful thingsto her

Figures released 0) by a debt management company show a huge 209 per cent increase last year 1) the number of women aged 18 2) 30 who have approached the firm to help them cope 3) their spiralling debts. Company officials put the 4) .............................. for the rise squarely at the door of the Internet, which allows shoppers to buy at their will 5) ............................ even having to leave the comfort of 6) ............................ armchairs.

..,

5 Some painters havebeenpaintingthe house all -

week.

having I........................... all thisweek. 6 Tomywayof thinking,it'swrongto eat meat. am It'swrongto eat meat,........................... cancer": 7 My parents taughtmenever to tell lies. all My parents taughtme ........................... times. 8 'We'llmissthe busif we don't run,' saidAlan. ran Alansaidthat ........................... missthe bus.

'The Internet 7) become a shopping centre in your living room. You caQ even apply
8) a credit card online, get all the details you need within about 10 minutes and use 9) to start shopping straightaway,' says Chris de Souza, head of creditor strategy at the firm.

firm after 10)

One young woman, Rachel, 19, recently came to the up debts of 30,000 11) just a single year. She 12) .................... appliedfor severalcredit cards after her 18th birthday,

and then used the Internet to help her 13) on a year-long spending binge. Youngwomen are particularlyat 14) .............................. because of the aggressivemarketingof many firms on target health, beauty the net, 15) andfashionproductsat that agegroup.

224

WordFormation

"-'

~omplete the following sentences using words formed from the words in bold.
add

--

The use of additives is essential in order to keep some

5 comfort It is a

.
.

thought that theatre

.
2

packaged foods fresh.

Although we already have many good lawyers, Smith

audiences are on the rise despite the recession. He made an excuse later, saying his poor performance

willbe a welcome

to the team.
6

was down to his very tight costume causing him

. certain

apply His

. .

for the post of market research

assistant was successful.

It seems to me that these considerations are not

in this case.

. .

Thereare few established

the future of the economy.

about

I was

as to whetheror not it was

3 appear Therehasbeenan
consumption.

. .
.

worth paying. so much for a hat.

riseinfastfood
;

author The manager might the purchase of the new alarm system, even though he knows it willstretch the gallery'sbudget.

Allthe moneyIhadseemsto have

what can I have spent it on?

4 perceive
His teaching completely altered Jane's ....................... of how life should be lived.

.
and quickly understands

Staffare remindedthat
the generator room is strictly prohibited.

accessto

He'svery
people's hidden motives.

Jse of English - Part 3

TheMyth of Secure
E '~~lhCPtCinJ'
1,

Forquestions 1-10, use the words in bold to form words that fit in the numbered spaces in the text.

Several years into the e-commerce0) revolution,

there are still worrying security problems. Though it is true that most purchases go through without a hitch,. shouldexercisecautionwhendoing 1) business online. When Ryan Bromley's monthly credit card 2) arrivedwith2,000 in 3) charges, the 30-year-old public relations executive from Manchester thought he knew just who to blame. An avid online shopper, Ryan had a 4) that his credit card

REVOLVE

CONSUME STATE AUTHOR

SUSPECT TRANSACT information leakedfroma 5) ..................................................... with a small garden furniture site he visited. Ryan's credit card company covered the bogus charges but, 6) , he decided to be less UNDERSTAND ADVENTURE 7) in future. 'From now on I'll stick with established e-commerce sites that have the resources to invest in the most up-to-date technology,' 'i? he says. TEMPT But whilethere is a 8) to believe that the biggest, best-established web merchants have NECESSARY security all figured out, that's not 9) the case. Virtuallyevery medium-sizedto large e-commerce FRAUD sitehasbeenaffected.by 10) dealings of some sort.

225

i
I(

. ~,'~-%:~~~!"~<~~~,,

~~:'.'?'~;~~~1'<

Writing: R~view;f~fi}lS'1\~Lritin1J~I~~8,s~"'

~
1

Letters
a. Readthe rubricand the readinginput below
and underline the key words/phrases.
You recentlyread the article below in class.Your teacherhasaskedyou to write to the editor of the newspaper expressing your views. Readthe original article and the notesmadeby your classmates, and write yourletter to the editorin 180-220 words.

Read the model below, paying careful attention to the underlined sections. Then, rewrite these sections using information from your own country.

.:

.
. :
:

Dear Sir/Madam,

I am writing on behalf of my classto expressour

disagreement with a numberof points which appearedin your article on Englishculture in the June23rd edition of your newspaper. To beginwith, we feel that it is totally inaccurateto say that nobody in this country is producing any significantartistic,literary or musicalcontribution to our culture. On the contrary.there are manytalentedyoung people working in.the arts who have achieved both national and international recognition. These include artistssuchasTracyErnin. musicians suchasKate Rusby, aswell aswriters like Zadie Smith.

This is a country whosecultur~eems to be dying quickly. There are no artists, wnters or musicians
producing anything that will help to keep the culture alive. Even the languageis under threat - with fewer peoplethan everableto speakit properly. A lot of this is the result of peoplelisteningto music from other countries,and televisioncertainly hasa big influence. But the real problem lies with the people themselves; theyjust don't careabouttheir owncountry.

Secondly, asfar asthe Englishlanguage is concerned, we are convinced that your reporter has been misinformed. The number of people speaking the language is actuallyrising rather than falling. In addition. we fail to understand the reference to speaking the language 'properly'. Finally, there is no doubt that we are influenced by imported music and television. However. it would be wrong to saythat we suffer from an indifferencetowards our own culture and background.In fact. I would go as far asto saythat we are extremelyproud to be English. Yours faithfully, JaneRawlings

3
b. Imagine the article had been writtelJ about your country. Discussyour reactions with a partner and say what you would put in a letter to the editor.

Now answer the questions.

1 Have allthepoints inthe rubricbeen included?

2 3 ListJane's points.What examplesljustifications doesshe giveto supportthem? How does the writer sound (e.g. politeJimpolite)? Give reasons.

4 WhatstylehasJaneused? Giveexamples. 5 Whatinformation isincluded in eachparagraph? 6 In pairs, suggest anotherbeginning/ending-:;

226

a. Readthe rubricbelow andtick the appropriate boxes.

Your collegehas decidedto run a new coursein business studies. Youhavebeenasked to write to the 5- directorof the collegewith yoursuggestions for what : to include. Read the listof proposed subjects, together : with your notes, and the comments from your classmates, andusethem to write your letter in 180220words.

Your reason(s) for writing is/are to:

make an application offer an opinion make suggestions criticise 4 Itwould be wise to:

D
D

D
D
D

D expressgeneral support for disagree entirelywith allof the proposed subjects in the reading input.
5 Youmust include: all of the statisticsgiven in the notes
some of your classmates' comments,

TulkingtonCollege
Proposed syllabus for newBusiness Studies course:

. .
.

Historyof Fashion Retail Management Banks andBanking TheInternetandSelling . Advertising Studies

(20% interested) (0%) (10%) (30%) (90%)

quoted word for word D yourviewson the proposed subjects D a carefully-worded suggestion that Retail

Management shouldnot be studied b. Now write your letter.

Theoptionslook good. Not sureabout retail management though. I likethe soundof the advertising course. Dowe getto watchTVadsaswell? Banksand Bankingcould be interesting but it should be relevant to our lives.
The Internet course would be good if we could learn about more than just sales. Howabout contemporary fashion? Everyone wouldgoto that!
Why don't they include something about basic economic theory?

~
5

Reviews
Read the rubric below and underline the key words

You should write: a formal letter an informal letter

D D D

and phrases. Then answer the questions that follow.

You subscribe to a music magazine which regularly features reviewsfrom its readers. Writea reviewof a CD .. . : : that you own, pointing out what it isthat you likeabout ~ it and saying why you think other readers of the magazine should buy it. Writeyour review in 220-260 words.

2 It isgoingto be readby: someoneyouknowwell someoneyoudon't knowwell

1 Whichfeatures make a CDworth recommending? 2 Howformal does yourwriting need to be? Why?

227

"

Writing: Review 6
a. Readthe model belowand say what informationiscontainedin
each paragraph.

..
...

THEROLLING STONES: FORTY LICKS

ThisdoubleCD,bypossibly theworld'sbest-known rockband,spans fortyyearsof hits.Therecan'tbemanyCDs whichdosucha goodjob of documenting a band'scareer.And there is no band like the Rolling Stones. Thetracksthemselves neverdisappoint, astheretruly is something for everyone, from their blues-influenced rock classics to the slower, more meditativematerialthat camelater. Nobodylisteningto this collectioncouldfail to be movedby the raw emotionof 'Angie';and I would challenge anyoneto listento 'BrownSugar'without movingat leastsomepart of their body.Forme,thesearethe highlightsof Disc Two, but there is much more besides,including four previously oneisa classic. ThisCDdeserves a placeinyourcollection for thesimple reason that it follows the development of modern musicalmostfrom its very beginning in the early1960s. If you'rea fan,you'll beableto hearyour old favourites sounding asgoodasthe daytheywerereleased. Evenif yourtastein music ismuchmorecontemporary, it isworthinvestigating this mostinfluentialof bands. Theyarea majorpart of rockhistoryand anyone withtheslightest interest in thissubject should gostraightto the source. FortyLicks gives youthechance to dojustthat. It is hardto imaginethe musicscene without the Stones. If youwantto seewhatit takesto keep a bandin the public~rty years,look no furtherthantllia..(DI
unreleasedtracks.Asfor DiscOne,there is not a singleweaktrack - each

. ..

""",~
8
a. Readthe rubricbelow,underlthe key words and phrases, ar-:. tick the appropriate boxes.
A leading consumermagazine planning to runafeatureentitled-~~

.
:

Best of the Year'. Readers havebee asked to sendin theirreviews of (}""

ofthefollowing: a1Vcommercial aposter campaign a product theyhave bought

a restaurant
Write your review of one of these things,in 220-260 words,saying W" youthinkit deserves the title The BeY oftheYear'. Youhaveto write aboutsomething that youhavepersonal

"~

~I
b. In pairs, discusswhat information you would include about a
CDof your own. Then, suggest another beginning/ending.

Il
1 --erI
e' e:

experience of
that youhaveheardabout
that haswon an award or prize

C
C
C

fromeachof the categories mentioned 2 Youcouldwrite about:

Match the beginnings and endings of the sentences below, as in the example. Then say what is being reviewed in each case.

1 Ixn ~
"tit
n~:J ~~ -!r.I

[ill] [IT] [IT] [IT] lID [IT] [ill

Somuchattentionhasbeenpaidto"thelightinganddecorthat Thesplendour of the medieval manorhouseprovides Theperfectblendof factandfantasymeans that thistale It isthe vividcoloursandexaggerated brush-strokes that Nevertheless, it ishisearliernovels that havereceived Thepoundingdrumsandthe upbeatpianoin the openingbars Asthe camera zoomsin fromabove

C C C a restaurant youhavereadabout C
a humorous adon 1V advertisements in a newspaper an electrical appliance 3 It isimportantto include: the viewsof critics C reasons whyyouthinkit isthe'best'C negative points
op.

-aU

D D

a makethiswork standout asa masterfullandscape. b youfeelasthoughyouhavebeentransported into anotherworld,even

beforethe menuarrives. (Review of a restaurant) c forcethe listener to sit up andpayattention. d the first fewchordsbeginto fadein. e the perfectbackdrop for theseamazing pieces. f isasappealing for adultsasit isfor children. g the mostcriticalacclaim.

4 Yourwritingshouldbe:
formalbecause reviews arealways formal informalbecause magazines are always informal dependent on the expected readership of the review

pen CD beiJ belt anv

D
D

PI hab

228

b. Now write your review.

.
, 5
!

"
.. ~

Articles
Read the rubric below and say whether the statements that follow are true (T)or false (F),as in the examples.
An English language magazine hasa sectionentitled'What'5 OnLive!' in whichtheyfeatureperformances that areheldin yourcountry.Readers havebeenaskedto write an articlefor thiscolumn,pointingout how

b. List the writer's points. How does

he justify each? What linkers has he used? What style? c. Read the rubric below, underline the key words and phrases, and, tick the appropriate boxes. Youseethe followingannouncement in a magazine forstudents of English.

,
-

attending live performances differs from, say, reading a play orlistening

to a CD. Writeyourarticlein 220-260 words.

. . .

Everyone loves to shop!

We are looking for contributions to next month's issue. We aI: have different shopping habits and we want you to tell our readers about yours! All you need to do is to write between 220 and 260 words telling us about the shops in your area what is available, how far you I have to travel, which are your favourites, how often you go that type ofthing. We'll be including as many articles as we can, and there will be prizes for the best ones. So get writing!

- --c~ _ _
.~

1 2 3 4

Younaveto write a full review of aneventyouhaveattended. F Youshouldinclude yourownopinions aboutliveperformances. Youmustinclude the negative aspects of attendingliveevents. Yourcouldarguethat thereisno difference betweenlive performances andlistening to a CD. S Youshouldincludea paragraph abouthighticket prices in yourcountry. 6 Thefocusof yourwritingshouldbeon howattending a liveperformance isa uniqueexperience.

10

a.

Read the model. Have all points in the rubric been included?

What techniques has the writer used to start/end his article? How effective are they? In pairs, suggest another beginning.

I
-

,~

liJdJ~
Tick the appropriate boxes

You may not be very interested in the arts. You might not think that live performances are worth aUthe queuing and the high ticket prices. Nevertheless, everyone,to my mind, should experience a live event at least once. To start with, the theatre (and I would like to include the opera and ballet bere as well), nothing, in my opinion, compares to experiencing these art forms first-hand. If you read a play you might be able to study the text more closely, 1Utyou will miss all the other components that make the theatre such a truly 'Vonderfulexperience. From your seat in the audience, you can appreciate the movements, the costumes, the lighting effects and the set design - none of which come across when reading. Similarly, listening to an opera on CD or watching a ballet on television onlygivesyou a fraction of the experience. As far as other music is concerned, I would strongly recommend live performances. Of course, you can always listen to your favourite bands on CD, but if you get the chance, see them live. You can't beat the feeling of being in the crowd, singing along to your favourite songs. There's a sense of belonging, especially in a large crowd, and the atmosphere is far better than anything you can recreate at home. So the next time you see that there's something on near you, take the opportunity to go and see for yourself. But be warned; it might just become a habit!

Youhave to writeabout: different aspects of shopping

in yourarea
the last time you went shopping

D
D

It isimportantto include: references to differentkindsof shops comparisons with anotherarea D the negative aspects of shopping D in yourarea

:p-

3 Yourwritingshouldbe: formalbecause youwill usesome discursive writing lessformalbecause of the waythe announcement isworded ... 4 What Makes MyAreaUnique
Our FavouriteShop

D D D
D

A suitable title for yourarticlewouldbe:

Shoptill youDrop!

d. Now write your article.

229

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11

Reportsand Proposals
Read the rubric belowand answer the questions that follow.
You are the local secretary of an arts and c

To: From: Subject: Date:

Malcolm Cummings, General Secretary - Arts and Culture ~ Ann McManus, Local Secretary - Arts and Culture Society Local facilities 18th June 20...

Introduction The purpose of this report is to assess the arts and culture facilities in ~ _ an~ suggest how these facilities could be improved. Theatre/Opera facilities The main square serves as a venue for outdoor performances of the amateur dramatics society and the town hall is used for this purpose in ...;:: The town hall also makes its facilities available to travelling theatre gr" .~ and guest performers. There are no opera facilities. Venues for musical performances Traditional folk music is regularly performed during festivals held in the ~ square in summer. The local school has a brass band and orchestra.. -=nearby towns of Flaxton and Highbridge offer a variety of halls and ~ venues which feature live performances by well-known entertainers. Exhibitions The foyer of the Grand Hotel is used as an art gallery displaying the worL local artists. Drayton boasts a natural history museum and Leighton is ho~ a small folklore museum. However, both of these towns are nearly an h... away by car. Conclusion It is strongly felt by members of the society that the area would benefit tn."!!" an indoor, purpose-built arts centre equipped to show live performances a::to serve as a focal point for local arts and culture. If we had such a centre. would remove the need to travel in order to attend major cultural events. r.:.. would be a major boost for the community and would encourage visitors fro:: the surrounding areas.
t! t;tl ~i;

. :

culture society. The General Secretary is

planning to apply to the government for

funds and has asked you to write a

report on the facilities available in your

area and to say what you think is

lacking. Your report should include the following points:

what theatre/opera facilitiesexist in your area

where musical performances take

place how easy/difficult it isto see exhibitions

1 Who isthe target reader? 2 Howmany sectionswillyou include? 3 What headings could you use in your report ? 4 What information will you include under each section?

~.
,~

12

a. Readthe modelandanswerthe questions(1-3).

1 Isthe reportwell-structured? 2 What language does the writer use to make her suggestions; express cause and effect? In pairs, replace these phraseswith alternativeones. 3 Which of the following characterise the report?Tick(,f).

--

..-

13

a. Read the rubric below and underline the key words and phrases. Thentick the appropriateboxes.
A new shopping centre is going to be built nearyour home town. Bef~

D D D D D D D D

useof the passive shortsentences one-sentence paragraphs varietyof linkingwords formalstyle shortformsandeveryday English simplelanguage patterns well-developed paragraphs

is built, the architectresponsible for designing the centrewould like -

knowhowlocalresidents feelit should be used. Assecretary of JOresidents' committee, youhavebeenasked to writea proposal, suggest...~ the kindsof shops, etc,that couldbe locatedthere.Yourproposal shc.x.: mentionhowthe centrecould:

satisfythe needs of the localcommunity.

attractasmanyvisitors aspossible. Writeyourproposalfor the architectin 220-260 words.
....

b. In pairs, write an alternative conclusion to the report.

Youhaveto write about: the reasons the centreshouldbe built what youthinkthe centreshouldcontain yourobjections to the centre

o o o
0

2 Themaindifference between a proposal anda reportisthat: proposals aremoreformal 0

proposals focus more onthefuture

proposals always mentionthe present situation 0

230

3 Thelanguage youuseshouldbe: formal 0 semi-formal 0 4

informal0

15

a. Read the mode\and fI\\in

the gapswith the words given.

Proposals tendto contain: conditional andhypothetical constructions rhetorical questions colloquial language

0 0 0

. where which while

. although

merely

. however despite
In these days of rapid European expansion, my country is subjected more than everto the influencesof the English-speaking world. Most television channelsbroadcast American TV series and Hollywood movies,1) one or two more educationa( cfiannc(s OCCaS1QUay showdocumentaries. In mostcases they are subtitled rather than dubbed.The same situation applies in the cinema and 2) we do have a fairly buoyantfilm industryof our own, Hollywoodblockbusters drawfar bigger audiences thanSpanishproductions. The same cannot be said, 3) , for our tastein music. We havea very successful pop industIy

5 Thelayoutshouldbe: 0 a continuous text with connected paragraphs separate sections with headings 0

b. Nowwrite your proposal.

-;:1
~
I....

.r

, ,

Contributions to Longer Pieces

t)ead the rubricbelow and answerthe questionsthat follow.
Youseethe followingin aninternational magazine.

and pop stars compete with international stars for a place in the charts,4) makesfor a

. artists has had little

very healthymix. The influx of foreign effect on the influence of traditional music,which is kept alivepartly by the tourist industry, andpartly by the oldergenerations. Mainstream theatres continue to stage plays in Spanish. Nevertheless, there is a demand for foreign productions. There are a number of fringe theatres which stage plays in English,but theseare only to be found in university towns 5) ............................ you would expect to find a more cosmopolitan culture. 6) the dominanceof the English-speakingworld in most

. .
,

A Cultural Invasion?
We are in the process of planning a book on the main cultural influences of the English-speaking world and we need to know the situation in your country. Let us know your opinion on how important outside influences are where you live. For example, do people listen to mainly foreign or local music? What about films and the theatre - do people watch foreign productions or is there a thriving lo~al industry? You could also mention
literature

- for

instance, how much of it is read in translation?

Thebest contributions will be included in the book.

Writeyourcontribution for the book in 220-260words. 1 2 3 4 5 6 7 8 Whattypeof writingisthis? Whatinformation doyouneed to indude? Doyouhave to compare yourculture withthe English culture? Should youwrite mainlyaboutyourown country? Howformal does yourwritingneed to be? Which tenses willyoumainly use? Howcouldyousupportyouropinions? Suggest appropriate phrases. Inwhichparagraph will youstateyouropinion?

formsof entertainment,I seeno reason

to fear for the future of our culture. English is 7) a lingua franca which allows the nationsof the world to communicate with oneanother. I think it would be an over-reactionto talk aboutit in termsof aninvasion.

231

--

Writing:"Rgvi

b. Fill in the plan belowwith informationfrom the model.

:)
17

CompetitionEntries
that follow.
Readthe rubricbelow and answerthe que~
Youhave seen the followingin aninternational rra.=-~
--e

8l-c
Introduction Paragraph 2 Paragraph 3 Paragraph 4 Conclusion briiiflystatedpillpose
.........................................................................
. . .. . .. .. . .. . .. . .. .. . .. .. . .. .. . .. . .. .. . .. . .. .. . .. .. . .. . .. .. . .. .. . .. . .. .. .

. . .

COMPETITION

-- e"' .

Wina 50 booktoken!
Languages are dying out all overthe world 'cr : nurnberof reasons. How safeis yours?Write a-'"~ tell usaboutthe stateof yourlanguage. Isit lJr~ threat? What from? And what is being done J shouldbe done)to helppreserve it?

-f'Er' --If . "'

.........................................................
. . .. . .. .. . .. . .. .. . .. .. . .. . .. .. . .. . .. .. . .. .. . .. . .. .. . .. .. . .. .. . .. . .. .. . .. .

;:-e-. .s

.;..-;s

. rl.I

c. In pairs,suggestanotherbeginning/ending.
Writeyourcompetitionentry in 220-260 words.

.:.-"'<1

-_os:d

16

a. Readthe rubricbelow,underlinethe keywords and phrases, andtick the appropriateboxes.

A British publisher is planning a book aimed at teenagersentitled 'Spend! Spend! Spend!' and wants to c includeyour country. Youhavebeenaskedto write a : contributionfor the book, in which you describe what ~ young peoplein your countryspendtheir moneyon. Theareas the bookplans to coverinclude:

t
1 Doyouhave to argue thatyourlanguage isdying 0-.-2 Do you consideryour languageto be safe or ,,"~ threat?
lJ Ma)
...."Id tt

.tter

3 What kindsof thingscanhelpto preserve a languagE-

!
":1

"ere. j

h'ard! ree wh

18

a. Read the two models and say which is appropriate. Think about:

Any

going out fashion money management

debt findingbargains dailyexpenses You shouldwrite about two or three of theseareas, usingexamples wherepossible. Writeyourcontribution for the book.

style relevance grammar layout repetition topic sentences

really really

.;nywa

thing f

Mind your Language!

CI My language, Polish,
has been spoken since the ninti>

Thiscontribution for the bookshould: focuson youngpeoplein yourcountry sayhowyouspend yourfreetime listasmanypointsaspossible 2 In general, contributions to longerpieces: arewritten usingformallanguage 0 shouldcontainidiomatic language 0 arewrittento matchthe styleof the book 0 3 Contributions to longerpieces areclosest in styleto: articles 0 4 letters 0 reviews0

iiI
0 0 0

century. Today itisspoken by ninety-eightper cent of the

populationand is the official language of government,

media, administration and education, so I'd say it's

::& reasonably safe. That's not to say that, likemost languages that aren't widely spoken, Polish has, to a certainextent, come threat from American English. under

This is mainly
TV shows,

due to the and

rising popularity of American Internet use among

cinema

19

the young. Teenagers think it is 'cool

and trendy' to pepper their speech with Americanisms, which is also the reason why are giving their outlets and
instead

retailers and manufacturers products American names

of

Poiish ones, in an attempt to target the young

consumer. However, one thing that seems likelyto preserve our

Thestyleshouldbe: formal 0 informal 0

native tongue isthe film industry.After years of neglect,it is at lastbeginning to flourish, mainly thanks tb itsown effortsin the form of independent filmmakers and funding by cable companies. This obviously means that the

b. Now write your contribution for the book, in 220-260words.

language isstill very much

alivehere. And with Polishfilms

winning prestigiousawards at international filmfestivals, it seems that-the rest of the world is not likely to forget us either.
I think endangered

it's safe
~

to say that the Polish language

With a solid foundation

is not an
and

species!

at home

232

--

...

~"'-"""'...Itr ~

--

-......

1
Yourstyleof writing:

Polish Forever!
Therearemanylanguages all overthe world andsomeof -em are dying out, like Celtic languages,Basqueand -~aic. Sometimes there are political reasons, sometimes -n aregeographical reasons andsometimes thereareand -er reasons for this.Polish, at the other hand,isnot dying _~because 98 percentof the peopleherespeak it. English _~.'erywhere, in everycountryin everycontinentin all over:-eworld.Andlikethat, English is heretoo. Butthe English - ,,'On't beatPolishbecause sheis too strong.Wewatchon L!!!evision programmes in English andlistento the American I:'1gs on the radio. My favourites are Nirvana and delback and I know all words to their songsbecause I -"CJnd them on Internet. But we have good singersand ~icians hereaswell. Wesometimes seeEnglish - but not -'J:"y otherlanguages - onpackets in shops. That's because -eo.think they cansell more productsif the productsare ..otten in English. '-Aaybe they do but peoplestill buy Polishproductstoo. .-d the films in Englishare not asgood asthe onesfrom -ere.At least, I don't think so. Someof them havewon :- -.rds. In schools everyonespeaks Polishso I don't really ~ whatthe problemis. Anyway, I wishotherpeopleto learnPolishbecause it isa -ully nice language.There are many writers who write -~Iy nice booksin Polishso they can read them aswell. .ftyway,the governmentshouldhelp aswell. Anyway, one ;."'ngfor sure,Polish is onelanguage that neverdies!!

shouldalways beformal depends on the styleof the rubric shouldalways befriendlyandinformal 2

D D D
D

Inorderto win a competition, yourentrymustbe:

formal and factual

humorous andlight-hearted well-writtenandrelevant

D D
D

3 A competition entryisusually closest in styleto:

a letter

a proposal

an article 4

a review

D
0

A goodwayto improve yourentryisto:

create suspense

capturethe reader's attention usesophisticated language

D D

b. What arethe maindifferencesbetweenthis task andthe one in Ex.17.In pairs,makea paragraphplanfor this task.What linkingwords will you use? c. Now write your competition entry.

:)
20

InformationSheets
Readthe rubricbelow,underlinethe keywordsand phrases, and answerthe questionsthat follow.
A group of foreign students is planningto visit your town or city aspart of a culturalexchange programme.

b. Readthe appropriatemodelagainand answer the questions.

1 What styleof writing hasthe writer used? 2 Listthe writer'sarguments. Howdoeshesupportthem? 3 In pairsthink of anotherintroduction andconclusion.

. Youhave

:
:

volunteered to help by preparing an

information sheet, to be distributed to them on their

arrival. Youshouldinclude:

19 Readthe rubricbelow,underlinethe keywordsand

phrases, and tick the appropriateboxe~.
You see the following announcement in an Englishlanguage magazine.

Briefdetails aboutthe historyof the town/city

Sights and places of cultural interest

Youshouldalsoincludeanyother informationthat you thinkwould beusefulfor the visitinggroup. Writeyourinformationsheetin 220-260 words.
1 2 3 How formal should the writing be? Why? Could you use section headings? If so, how would you

. . .
,.

COMPETITION
Howfinanciallyresponsible areteenagers today?

We often hearthat teenagers haveit easyandthey I

have too much money. Wewantto knowhowyou I

feelaboutthis. Areteenagers spoilt?Do theywaste I their moneyon useless things?Shouldtheybe given moneybytheir parents or shouldtheywork for it? Write and tell us - and you could be next month's winner!

divideyourwriting into sections? What aspects of culturedo youthink might be relevant

to a cultural exchange programme? What kindof information couldyougiveforeignstudents about the historyof your town or city? What are the most important places of cultural interest in your area?

4
5

Writeyourcompetitionentry in 220-260 woeds.

Whatother informationcouldyou include?

233

---

Writing: Review 21
a. Readthe modeland fill in the correctheadings. b. Now answerthe questions
Hasthe writer covered all the ~J in the rubric? 2 What effect do you thir. informationsheet will have0'" reader? 3 What descriptive adjectives haswriter used? UnderlinethelT' :: then. in pairs. think of ~ appropriate onesto replace ther-

Eatingout

History Enjoy yourstay

Entertainment Places to visit

wetcoH(e;

ttJ

L~
22

4 Howdoes thewriterrecommerc
~

place? In pairs. thinkof analter".;:; recommendation. 1..................................... Leicesterbeganits colourful historyasa Celtic settlement. It hasbeenconqueredby the Romans,the Saxons andthe Normans,all of whom have left their mark on the city. During the industrial revolution,therewasa huge increasein population andthe industriesthat sprangup at the time led to Leicesterbecomingoneof the wealthiestcitiesin Europeby the 1930s. 2..................................... Leicester is home to many interesting museums. The LeicestershireMuseum and Art Gallery has an interesting collectionof ancientEgyptianrelics anddecorativeart and the City Gallery exhibits the work of modern painters, photographers,craftspeopleand sculptors. We also have a medieval castle, a famous cathedral and a large number of statelyhomeswhich arewell-worthvisiting. 3..................................... Leicesterhostsan impressive calendarof eventsthroughoutthe year. Highlights include an Asian Carnival in June and a CaribbeanCarnivalin August.The HaymarkettheatreandThe PhoenixArts Centre will cover all your needsas regardsthe arts,andmanyof the top popbandsplayat the University. 4..................................... Our multi-cultural population has led to a huge variety of restaurants.There are countlessplaces where you can get excellentIndian food, but restaurants are sonumerousthat you will be spoiled for choice. Whatever kind of food you are looking for, you are bound to find somethingto suit your taste andyour budget. 5..................................... We are confident that you'll enjoy all the cultural delightsthat Leicesterhas to offer. We wish you a pleasantand profitable stay. 2 S In pairsthink of anothertitle fo' pieceof writing.

a. Readthe rubricbelow, underlinethe keywords and phrases, and tick the appropriateboxes.
The college that you attend producing an information sr~ welcomingnew students.Youhe? '= beenaskedto write the text for ~-.: informationsheet.in whichyoug ~ students information about ~E following: places to eat whereto get the bestbargains advice on keeping to a budget

. . :

Write yourtext for the informaw sheetin 220-260words. Youhave to write: inanofficialstyle in astylethat will appeal to students Yourleaflet should contain: a formalbeginning andending aninformal. friendly tone 3 Yourleaflet: mustnotcontainheadings should containheadings. 4 Thethreebulletpointsinthe rubric: mustbeincluded inyourwriting 0 couldbeincluded inyourwriting 0

C C

C C C 0

b. Portfolio: Now write your

234

informationsheet.