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
Showing posts with label 09 Food. Show all posts
Showing posts with label 09 Food. Show all posts
Close-up p 100. A Contribution To a Guidebook On Food Trends. Word Formation
A new year means new food and certain trends guide the global food industry. It is traditional. This inexact science, a blend of research, intuition and (1)_____________ (WISH) thinking might, depending on your point of view, seem either (2)_________ (HARM) or ridiculous. But it has been lucrative for many businesses. People follow the latest fads. When Instagrammable stuff gets old, they (3)__________ (INSTINCT) look for the next thing.
Special occasion dining
When we do dine in, it will be (4)___________ (MEMORY). More exclusive types of dining experiences in the dining room—think tasting menus, private dining experiences that go above and beyond with ingredients and access. People will go out for a truly (5)_____________ (FORGET) dining experience where they feel safe and can expect an experience (6)____________ (LIKE) anything they’ve had before. Dining out is starting to feel really special again—tasting menus with wine are an example.
This year will bring two (7)______________ (POLARISE) approaches to dining. One that embraces the need for simpler, comforting and soul-(8)__________ (NOURISH) cuisine and the other that functions as an escape and embraces (9)____________ (FRIVOLOUS)—allowing patrons to be both fancy and indulgent.
Individualized tasting menus
As diners feel more and more comfortable going out, the same old menus just won't cut it any more. Dining out will really become something (10)_______________ (SEEK) out for a unique experience. They want something created just for them, making it truly a reason to get out of the house and celebrate.
Small-group private dining will become more (11)_______________ (PREVAIL). Restaurants that can provide safe, intimate spaces for small groups will be more (12)___________ (SUCCESS).
At-home restaurant experiences
This year many restaurants across the globe had to quickly pivot towards expanding into takeout and (13)___________ (DELIVER), and this trend is not going away any time soon. It will evolve as chefs are creating new and interesting ways to bring the restaurant experience to life at home for guests. At our restaurants, paella became one of the most popular items on the to-go menus. The paella pan fits perfectly into a pizza box, while keeping the rice hot, so you had this element of presentation you'd get in the restaurant.
Restaurant-style meals (14)___________ (PACKAGE) for the family will definitely keep trending in the year to come. Plant-based, healthy vegetarian dishes with (15)__________ (SEASON) ingredients and global flavour are here to stay in the future. (16)______________ (WONDER) curated meals with soul, taste, and creativity can be picked up at a favourite restaurant and ready on the table in a split second.
More virtual cooking classes
Online, chef-driven virtual cooking classes will continue to expand this year. Many people will keep this fun way to get together with friends and family and be entertained at home while preparing a good meal and cooking along with a chef.
With everyone having been hunkered down, more and more people started cultivating their own food resources and began cooking more as well. There is a (17)_________ (THIRSTY) for knowledge again that we saw 10 years ago where cooking classes were really popular.
Condiments
With so many more people preparing more meals and washing more dishes than they have in decades, cooking with condiments and sauces will be a big trend. Whether you make your own chimichurri or sauerkraut or buy chili crisp by the bag-load, adding pre-prepared flavour to simple ingredients means dinner comes together easier and is often more exciting to eat. Plus condiments often have long shelf lives and can be stretched over a number of meals.Comfort food
The trends are going towards comfort and (18)___________ (SIMPLE). This is due to the pandemic, and everyone looking for a sense of comfort and (19)_________ (NORMAL). Anything that reminds them of what it used to be like. Classic pizzas (no pineapple), burgers without a bunch of crazy (20)___________ (TOP), real tacos (not fancy wraps), old-fashioned barbecue, mac and cheese, country fried steak, fried catfish, biscuits and gravy … you name it, as long as it tastes good, someone else makes it, and it’s not at your house!
TLC
Without
perspective and acts of (21)____________ (KIND), we won’t move forward
as a society. No longer is it appropriate and enough to treat customers
coldly and (22)_______________ (PERSON). If you can connect someone to a
venue, a publication, a brand
opportunity etc., that might be the very thing that helps a business or a
person survive.More fermenting, preserving, and canning
(23)________________ (FERMENT) is becoming really big again, same with canning and preserving. We saw a huge climb in this technique during COVID (24)______________ (LOCK), and it allowed us to still be able to support our farms. We were able to buy ingredients farmers had on-hand. We spent a lot of time indoors, so we canned, preserved, pickled and fermented as much as we could. I think a lot of us fell in love again with this way of preparing food.Restaurant industry overhaul
Restaurants need to (25)____________ (UNDER) a complete transformation because they currently are unstable and (26)_________________ (SUSTAIN). This truth has been being realized for years and reached its current zenith during the pandemic. What has emerged from the trauma and turmoil of our (27)______________ (COLLECT) stresses has been restaurants pivoting towards models that are more hybrid, take out, and curated (28)___________ (GROCER). This change is quite (29)____________ (POSSIBILITY) permanent. These models are an evolution that is at the vanguard of what's possible. We have seen a refocus on community and combating food access. Politics and social (30)_____________ (HIERARCHICAL) that have clouded that purpose are being put to bed in favour of an (31)_______________ (AWAKE) to a universal realization. That food and the service of it are an integral part of our being and not a luxury. While elegant dishes and the (32)____________________ (BEAUTY) of food is not going anywhere—nor should it—we find that food is becoming (33)_____________ (APPROACH) and (34)______________ (EGALITARIANISM) again. Community (35)___________ (REACH) and (36)_________________ (CHARITY) initiatives will be part and parcel of the new model. One can hope that one of the gifts of this (37)_____________ (TUMULT) pandemic years will be a more (38)____________ (EQUITABLY) future. Many (39)____________ (VULNERABLE) in restaurants were exposed, but we also came together like never before.
There will be an emphasis on practices to support the health and vitality of the restaurant industry, including an examination of overall price and tipping structures. Businesses will have continued conversations with consumers on how they can help promote (40)____________ (SUSTAIN) in the industry. We’ll see even more (41)___________ (RELY) on local sourcing and investing in the local economy. Chef collaboration and conversations to promote greater understanding of culture and cooking.
Destination restaurants
Given the current circumstances of things, it seems that more and more people will be looking to seek refuge from the city and search out dining destinations in more (42)_______________ (SECLUSION) areas where they can have a high quality experience with a bit more space to themselves. Between the need for open spaces and restrictions on international travel, domestic and drive-to destinations will become much more popular.Hygiene precautions
Even after everyone’s vaccinated, we won't see restaurants overbooking and (43)_________ (CRAM) as many guests in as possible for a few years at least. (44)___________ (SANITISE), spacing, and an overall concern for the guests' comfort levels will remain a high priority.All we know is that we are (45)______________ (AWARENESS) of what the future holds in store. This pandemic has been tough, and the (46)_____________ (DEVASTATE) to small businesses is too great to measure at this moment. However, as we've seen throughout history possibly the greatest (47)______________ (INNOVATE) and evolution will happen after tragic and (48)_____________ (TRAUMA) events.
KEY
1. wishful
2. harmless
3. instinctively
4. memorable
5. unforgettable
6. unlike
7. polarising
8. nourishing
9. frivolousness/ frivolity
the quality of behaving in a silly way and not taking anything seriously: We can't completely blame young people for their frivolousness. They criticised the frivolousness of the entertainment industry10. sought
11. prevalent
prevalent: common, widespread
12. successful
13. delivery
14. packaged
15. seasonal
16. Wonderfully
17. thirst
18. simplicity
19. normality
20. toppings
21. kindness
22. impersonally
23. Fermentation
24. lockdowns
25.undergo
26. unsustainable
27. collective
28. groceries
29. possibly
30. hierarchy
31. awakening
32. beautification
33. approachable
34. egalitarian
35. outreach
36. charitable
37. tumultuous
38. equitable
39. vulnerabilities
40. sustainability
41. reliance
42. secluded
43. cramming
44. Sanitation
45.unaware
46. devastation
47. innovations
48. traumatic
Objective Proficiency p 125. Should We Bribe People to Be Healthy? Extra Listening
The eminent Harvard political philosopher Michael Sandel brings his trademark style to a discussion on a current issue, questioning the thinking underlying a current controversy. In this programme, he takes a provocative look at the controversial subject of incentivising good health.
Michael Sandel has been enthralling students at Harvard for years. These discussions are challenging, outspoken and interactive.
Sandel turns his attention to health and ponders whether the present constraints on the NHS leave us with no choice but to bribe people to be healthy. Profound moral questions lie behind paying people to lose weight, quit smoking or abandon alcohol. Michael Sandel weaves through these issues with the help of philosophers past and present.
You can also listen to the same discussion on a BBC Radio 4 programme called The Public Philosopher: Should We Bribe People to Be Healthy?
Objective Proficiency p 125. Healthy Mind, Healthy Body . Extra Listening
Youth Radio's Venus Morris finds that changing teen eating habits is about much more than food.
By Venus Morris
When I was 17, I was living out on my own, free from my parents' rules. But it was no walk in the park, because I happened to be sleeping in one. I was homeless.
During that time, I ate at fast food restaurants like Taco Bell and Jack in the Box. The food wasn't great for me, but if it was convenient for my pocket, then it was convenient for my stomach. In any case, it was better than eating nothing at all.
I had so much going on in my life back then. It took me a couple weeks to notice that my jeans were getting tight. I was gaining weight even though I was only eating once or twice a day. People told me I needed to eat organic and shop at places like Whole Foods and Trader Joe's. But that was the last thing on my mind. I wanted to cook my own food or go buy a salad, but how was I supposed to prioritize what I ate when I was sleeping at a bus stop?
After six weeks on the street, I went back to my parents' house. But by then, I had gotten used to my bad eating habits. Rather than have my parents tell me what and when to eat, I just didn't. It got to the point where I passed out on my way to Spanish class from dehydration. I was in a health crisis. And I knew I needed help. So I went to a counselor to finally work out my issues.
Now I'm 21, and I work at a youth center where I cook for at-risk teens. A lot of them don't have support in their lives, let alone a home. I see so much of who I used to be in them. They have low self-esteem, and eat too much or too little. And they constantly hear they aren't good enough. But instead of me telling them they can't have chips, and they need to eat a salad, I ask them, "How's your day going?"
I've learned that you have to ask kids what's on the inside before you tell them how to fix the outside.
With a Perspective, I'm Venus Morris.
Venus Morris is 21 and works in Oakland.
During that time, I ate at fast food restaurants like Taco Bell and Jack in the Box. The food wasn't great for me, but if it was convenient for my pocket, then it was convenient for my stomach. In any case, it was better than eating nothing at all.
I had so much going on in my life back then. It took me a couple weeks to notice that my jeans were getting tight. I was gaining weight even though I was only eating once or twice a day. People told me I needed to eat organic and shop at places like Whole Foods and Trader Joe's. But that was the last thing on my mind. I wanted to cook my own food or go buy a salad, but how was I supposed to prioritize what I ate when I was sleeping at a bus stop?
After six weeks on the street, I went back to my parents' house. But by then, I had gotten used to my bad eating habits. Rather than have my parents tell me what and when to eat, I just didn't. It got to the point where I passed out on my way to Spanish class from dehydration. I was in a health crisis. And I knew I needed help. So I went to a counselor to finally work out my issues.
Now I'm 21, and I work at a youth center where I cook for at-risk teens. A lot of them don't have support in their lives, let alone a home. I see so much of who I used to be in them. They have low self-esteem, and eat too much or too little. And they constantly hear they aren't good enough. But instead of me telling them they can't have chips, and they need to eat a salad, I ask them, "How's your day going?"
I've learned that you have to ask kids what's on the inside before you tell them how to fix the outside.
With a Perspective, I'm Venus Morris.
Venus Morris is 21 and works in Oakland.
Objective Proficiency p 124. Tackling the Obesity Problem. Extra Listening
The government has been accused of "conniving with the food industry" and ignoring scientific evidence on obesity by a former advisor. Critics are also concerned that only a handful of companies have heeded voluntary guidelines launched last year to label food in restaurants with calorie counts and to reduce saturated fats, salt and sugar in food products.
So should the Government be doing more to monitor what is going into our food and introducing tougher regulation forcing the food industry to reduce fats and sugars? Or should you the consumer be doing more to stay healthy?
Listen to the programme on the You and Yours website.
So should the Government be doing more to monitor what is going into our food and introducing tougher regulation forcing the food industry to reduce fats and sugars? Or should you the consumer be doing more to stay healthy?
Listen to the programme on the You and Yours website.
Objective Proficiency p 124. Chocolate Cake for Breakfast ‘Helps’ Weight Loss. Extra Reading
TUCKING into a pudding as part of a full breakfast can help one lose weight and keep it off, scientists claim.
It should be a balanced 600-calorie breakfast that includes proteins and carbohydrates as well as the sweet treat, say the research team from Tel Aviv University.
The reasoning behind this is that the body’s metabolism is at its most active in the morning, so the body is better able to work off the extra calories throughout the day, according to Professor Daniela Jakubowicz and her team.
Attempting to avoid sweets completely can create a psychological addiction to these same foods in the long term, she said.
Breakfast is also the meal that most successfully regulates ghrelin, the hormone that increases hunger.
Adding dessert items to breakfast can control cravings throughout the rest of the day.
Participants in the 32-week –long study who added cookies, cake or chocolate to their breakfast lost an average of 40lbs more than a group that avoided such foods.
They also kept the pounds off for longer than the group that ate a low carbohydrate diet including a small 300 calorie breakfast.
In the first half of the study both groups had lost an average of 33lbs per person.
But in the second half the low-carbohydrate group regained an average of 22lbs per person while the participants in the group with the larger breakfast lost another 15lbs each.
It should be a balanced 600-calorie breakfast that includes proteins and carbohydrates as well as the sweet treat, say the research team from Tel Aviv University.
The reasoning behind this is that the body’s metabolism is at its most active in the morning, so the body is better able to work off the extra calories throughout the day, according to Professor Daniela Jakubowicz and her team.
Attempting to avoid sweets completely can create a psychological addiction to these same foods in the long term, she said.
Breakfast is also the meal that most successfully regulates ghrelin, the hormone that increases hunger.
Adding dessert items to breakfast can control cravings throughout the rest of the day.
Participants in the 32-week –long study who added cookies, cake or chocolate to their breakfast lost an average of 40lbs more than a group that avoided such foods.
They also kept the pounds off for longer than the group that ate a low carbohydrate diet including a small 300 calorie breakfast.
In the first half of the study both groups had lost an average of 33lbs per person.
But in the second half the low-carbohydrate group regained an average of 22lbs per person while the participants in the group with the larger breakfast lost another 15lbs each.
Objective Proficiency p 124. Why Organic Food May Not Be Healthier For You. Extra Listening
A Stanford University study challenges whether organic foods are more nutritious than conventional foods grown with pesticides. Will this study impact your buying habits at all? Why or why not?
Listen to these two programmes:
Listen to these two programmes:
- The Salt on NPR
When It Comes To Buying Organic, Science And Beliefs Don't Always Mesh
- Forum on KQED
Objective Proficiency p 123. Britain's Body Image Secrets with Anne Robinson. Extra Listening
Britain's Body Image Secrets with Anne Robinson
Britain's Body Image Secrets with Anne Robinson
Britain's Body Image Secrets with Anne Robinson
Objective Proficiency p 123. Helping Obese Kids Maintain a Healthy Weight. Extra Listening
17% of American kids are obese. That puts them at risk for health
problems such as heart disease, asthma, and diabetes. It also comes at
an emotional cost: obese kids get teased more than others and are often
excluded from group activities. We'll discuss the latest research on
nutrition and obesity in children and hear about the best ways to talk
to kids about their weight, and help them lose it.
Listen to Forum
Listen to Forum
Objective Proficiency p 120. Why Calories Count. Extra Listening
One in three adults in the U.S. is obese, and that doesn't account for the simply overweight. But many people still don't know what's actually making people fat. Is overeating to blame? Calorie counting gone awry? Too many carbohydrates? KQED Forum talks with nutrition and food expert Marion Nestle about her new book, "Why Calories Count: From Science to Politics."
Listen to the programme on the Forum website
Objective Proficiency p 120. Low And Slow May Be The Way To Go When It Comes To Dieting. Extra Listening
Low-glycemic foods that take awhile to digest may help keep weight off longer than other diets. The low-glycemic diet comes out on top in a new study that compared to the low-carb diet and the low fat diet.
Listen to the programme on the NPR website.
Objective Proficiency p 120. Childhood Obesity: Taking On an Epidemic. Extra Reading
Harvard Medical School researchers are proposing novel solutions in an effort to curb the rise in child obesity in the U.S.
Read more on the Harvard Medical School website
Read more on the Harvard Medical School website
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