An international film magazine wants readers around the world to contribute a review to a special edition entitled The Art of Advertising: Selling Products through Film. You decide to write a review of a particularly memorable advertisement. In your review, you should evaluate the visual impact of the advertisement, outline its other features, and assess how much influence such advertisements have on us.
Sample answer
It is true that advertising has become an art form in its own 1_________. Nowadays, some of the very best film directors are employed to produce a visually impressive fifty or sixty seconds of footage 2________ we will remember and associate ever afterwards with the product being sold. My own favourite is a recent Guinness advert, which lives 3__________ to the high standards set by earlier adverts for this dark beer from Ireland.
The product becomes part of a visual extravaganza, 4_________ somewhere in South America or the Caribbean. 5_________ the outset, you are unsure what you are witnessing. Tension is in the 6_________ and you realise that a race is about to start – incredibly, a snails’ race! Each snail lines 7__________ in its own lane, with a number on its 8_________, and bets are taken 9_________ which one will be the winner. Snails being what they are, the race gets 10__________ to a slow start, but then, one snail finds its way into an almost-empty glass of Guinness, takes 11_________ the necessary sustenance 12__________ streaks home, to the wild cheers of the crowd.
One striking image follows another and special effects are judiciously 13_________ to accentuate the snail’s speed. The film is also shot from unusual angles – a snail’s eye 14_________, you might say, where human faces become slightly distorted and more unusual. At the end, we are almost participants in the vibrant celebration, which is fuelled 15_________ Guinness and exudes 16________ good humour and love of life.
Characteristically of a Guinness advert, busy scenes alternates 17__________ stillness. There is no need for a voice-over, which would only labour the 18_________. The overwhelming 19___________ created is that you are watching something utterly unique, a message that you will then associate with the product itself.
In general, I believe adverts have a huge effect on our lifestyle and aspirations. If they didn’t, far 20__________ money would be spent on them.
Video: https://www.youtube.com/watch?v=2NzRSCIKUlk
KEY
1. right
In your own right: because of your personal qualifications or efforts, not because of your connection with somebody else. As a result of your own ability, achievements, qualifications etc and not because of anyone else. E.g. She sings with a rock band, but she's also a jazz musician in her own right. Her father's a well-known author, but she's an excellent writer in her own right.
2. that/ which
Footage: /ˈfʊtɪdʒ/ part of a film showing a particular event. E.g. Old film footage of the moon landing. People see live footage of the war at home on their televisions.
3. up
Live up to: to do as well as or be as good as other people expect you to. E.g. He failed to live up to his parents' expectations. The team called ‘The No-Hopers’ certainly lived up to its name.
4. set
set something + adverb/preposition to place the action of a play, novel or film/ movie in a particular place, time, etc. E.g. The novel is set in London in the 1960s.
Extravaganza: /ɪkˌstrævəˈɡænzə/ a large, expensive and impressive entertainment. Sp. Gran espectáculo. E.g. A musical extravaganza. A five-day extravaganza of art, music and dance.
5. At
At/from the outset (of something): at/from the beginning of something. E.g. I made it clear right from the outset that I disapproved.
6. air
in the air: felt by a number of people to exist or to be happening. E.g. There's romance in the air.
7. up
Line up: to stand in a line or row; to form a queue/line. E.g. Line up, children! Cars lined up waiting to board the ship.
8. shell
9. on
bet: an arrangement to risk money, etc. on the result of a particular event; the money that you risk in this way. E.g. to win/ lose a bet. Bet on something We've got a bet on who's going to arrive first. He had a bet on the horses. They all put a bet on the race. I hear you're taking bets on whether she'll marry him.
10. off
Get off to a slow start: slow beginning.
be/get off to a good/bad/slow etc start used for saying that something begins in a particular manner, especially a race or a competition. E.g. She got off to a slow start in her election campaign. The Games are off to a flying start with a new world record in the women's marathon
Get off to a flying start/ get off to a flyer: to make a very good start; to begin something well. E.g. She's got off to a flying start in her new career.
Get off to a good start: begin with success. E.g. In Math, it's important to get off to a good start. I tried to get off to a good start with my new job.
11. in
Take sth in: to absorb something into the body, for example by breathing or swallowing. E.g. Fish take in oxygen through their gills /ɡɪlz/ (Sp. branquias).
12. and
Sustenance: /ˈsʌstənəns/ the food and drink that people, animals and plants need to live and stay healthy. Sp. Sustento. E.g. There's not much sustenance in a bowl of soup.
Streak: /striːk/ to move very fast in a particular direction. E.g. She streaked home in under 54 seconds.
Home: a place on a sports field that a player must try to get to in order to score a point in some sports. Sp. Meta. E.g. He was four fences from home.
13. used
Judiciously: /dʒuˈdɪʃəsli/ carefully and sensibly; showing good judgement. E.g. A judiciously worded letter.
14. view
a bird's-eye view (of something) a view of something from a high position looking down. E.g. From the plane we had a bird's eye view of Manhattan.
15. by
Fuel: /ˈfjuːəl/ to increase something; to make something stronger. E.g. To fuel speculation/rumours/fears. Higher salaries helped to fuel inflation.
16. only
Exude: /ɪɡˈzjuːd/ if you exude a particular feeling or quality, or it exudes from you, people can easily see that you have it. Sp. Emanar, irradiar. E.g. She exuded confidence.
Humour: (uncountable)
17. with
Stillness: /ˈstɪlnəs/ the quality of being quiet and not moving. Sp. Quietud, calma, tranquilidad. E.g. The sound of footsteps on the path broke the stillness.
18. point
Labour the point: to continue to repeat or explain something that has already been said and understood. Sp. Insistir, machacar. E.g. I understand what you're saying—there's no need to labour the point.
19. impression
Overwhelming: very great or very strong; so powerful that you cannot resist it or decide how to react. E.g. The evidence against him was overwhelming. The overwhelming majority of those present were in favour of the plan. An overwhelming sense of loss. She had the almost overwhelming desire to tell him the truth. You may find it somewhat overwhelming at first. There was overwhelming support for our policies.
20. less
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