Close-up p 144. ADVERTISING AS COMMUNICATION. Extra Cloze

In its simplest sense the word 'advertising' means (1)__________ attention to something' , or notifying or informing somebody of something. You can advertise by (2)_________ of mouth, quite informally and locally and without incurring great (3)__________. But if you want to inform a large (4)____________ of people about something, you might need to advertise in the more familiar sense of the word, by (5)___________ announcement. If you (6)_____________ up a notice in a local newsagent's shop, design a poster or buy some space in a local newspaper, you are likely to (7)___________ the information you wish to communicate to the attention of more people than if you simply (8)_________ the word around friends and neighbours. You could (9)___________ further and distribute leaflets as well, get someone to (10)__________ a placard around, even broadcast on local radio and organize a (11)___________ stunt.
However, you might not be (12)__________ to simply convey certain facts and (13)__________ it at that. You might wish to add a bit of emphasis or even to exaggerate the facts by (14)____________ to people's emotions. And this is of course (15)_________ all the controversy about advertising in its current form arises.



KEY

1. drawing
2.  word
by word of mouth because people tell each other and not because they read about it The news spread by word of mouth. 3. expense
incur something if you incur costs, you have to pay them. E.g. You risk incurring bank charges if you exceed your overdraft limit. expense: [uncountable] the money that you spend on something. E.g. The garden was transformed at great expense. 4. number
5. public
6. put put up: to fix something in a place where it will be seen. Display. E.g. to put up a notice.
newsagent’s (pl. newsagents) (British English also ˈpaper shop) a shop/store that sells newspapers, magazines, sweets/candy, etc. E.g. I'll go to the newsagent's on my way home.
7. bring

bring someone or something to someone's attention to make someone aware of someone or something. E.g. Thank you for bringing this to my attention. I am grateful for your bringing her to my attention.

8.  pass/ spread
pass the word around. E.g. please pass the word around and come along for a great day - bring your friends. 

spread the word to tell people about something

9. go

go further to say more about something, or make a more extreme point about it. E.g.  I would go even further and suggest that the entire government is corrupt.

10. carry
placard /ˈplækɑːd/ a large written or printed notice that is put in a public place or carried on a stick in a march. E.g. They were carrying placards and banners demanding that he resign.




11. publicity
stunt: something that is done in order to attract people’s attention E.g. a publicity stunt

12. content / satisfied




13. leave

leave it at that (informal) to say or do nothing more about something. E.g. We'll never agree, so let's just leave it at that.

14. appealing
appeal (to something) to try to persuade somebody to do something by suggesting that it is a fair, reasonable or honest thing to do. E.g.  They needed to appeal to his sense of justice. Max appealed to her good sense to make her change her mind. Aristotle recognized the importance of appealing to people's emotions (pathos) in the art of persuasion. Appealing to people's emotions is antidemocratic because emotions bypass rational thought and draw people into easy approbation of political plans.



15. when

You can do the rest of the test here