KEYS: UNIT 2 Lesson 1 Exercise 1 The Beano - A comic The Oxford Mail - A local newspaper The Express - A daily newspaper Woman’s Realm - A woman’s magazine The Independent on Sunday - A Sunday newspaper TV Quick - A TV guide Vanity Fair - A monthly magazine Exercise 2 a. editor; b. proof-reader; c. publisher; d. columnist; e. reporter; f. typesetter; g. subscriber; h. reviewer Exercise 3 1. edits out; 2. editorial; 3. edited; 4. editorship; 5. editorialise; 6. edition; 7. copy editor; 8. editor Exercise 4 1. press secretary; 2. press corps; 3. press release; 4. press barons; 5. press office; 6. press coverage; 7. press pack; 8. press gallery Exercise 5 1. title; 2. headline; 3. reporter; 4. article; 5 column; 6. front page presented; predict; amazing figure; expect; Exercise 6 1. F; 2. F; 3. T; 4. T; 5. F; 6. T; 7. F; 8. F Exercise 7 Front page : exclusive; headline story Back page : a report on a football match Inside pages : a crossword; a TV page; a cartoon strip; a review of a film Exercise 8 1e – 2d – 3b – 4c – 5f – 6g – 7i – 8a – 9h Lesson 2 ELIMINATA Lesson 3 Exercise 1 1.B – 2.B – 3.A – 4.B – 5.B Exercise 2 What do they have in common? Same date (July 8 2005); same leading story; they show people involved in the terrorist attack In what ways are they different? The Daily Mirror has a full-page image composed of two pictures (the one at the bottom of the page is a collage of the most dramatic images of victims) and a big headline in bold separating the two pictures; its headline uses the alliteration and assonance techniques; it gives impressive numbers of dead The Herald shows a usual front page with different articles (even though all linked to the same leading story) and an impressive picture at the centre (the newspaper has chosen one victim to give a sense of the slaughter), the main headline is smaller. How does the physical layout of the pages effect the way in which readers approach the newspaper? The former exploits the power of images to give more dramatic emphasis to the news and uses a sequential-narrative image technique by putting the picture of the exploded bus at the top of the page and the disaster results at the bottom of the page. The latter has inserted the image at the centre of the page, surrounding it with text explaining and providing a context to the picture. Exercise 3 The image is a spoof copy of a famous Abba’s one. The title on it uses rhyme to ironize Prince Harry’s succession in line. The headline contains a pun played on intertextuality: remember the famous phrase from the Flintsones The titles of the spoof songs are all full of puns : The original ones are: 1 - Mamma Mia (Ma’am means lady) 2 - Dancing Queen 3 - Knowing Me, Knowing You 4 - The Winner Takes it All 5 - Money, Money, Money 6 - Take A Chance On Me 7 - Super Trouper (trooping means walking somewhere together as a group - After lunch we all trooped down to the beach. 8 - Thank You For The Music 9 - I Do, I Do, I Do, I Do… 10 - Chiquitita Colloquial expressions : fab (stands for fabulous); boogying (to dance to fast pop music); knees-up (a noisy party, with dancing); bash (a large party or celebration); let your hair down (to relax and enjoy yourself, especially in a lively way) Exercise 4 1. F; 2. F; 3. T; 4. F; 5. T; 6. F; 7. F; 8. T Exercise 5 true love; pop the question (2 times); bride; pair; affection; crush; dream; together; split; in each other’s arms; relationship (3 times); romance; engagement (2 times); dating; girlfriend (2 times); item; couple (2 times); wed Exercise 6 “Waity Katie”; wealthy middle-class background; down-to-earth nature; mature outlook; strode confidently; pretty brunette; keen netball and hockey player; “level-headed and down-to-earth”; “absolutely phenomenal girl… popular, talented, creative and sporty”; A-grade pupil; all-rounder; popular; a joy to teach; not entirely a goody-two-shoes; her mother was criticised for chewing nicotine gum; took a back seat and sat patiently in the wings ( note the stark contrast between Williams’ commitment to his military career and the dissipation of her attempts to forge a career ). Exercise 7 Some examples : held out; met; were studying; switched; considered; caught; arrived; forked out; strode; revealed… Exercise 8 1. took 2. didn’t enjoy 3. didn’t disturb 4. left 5. didn’t sleep 6. flew Exercise 9 1. he’s just gone out 2. I haven’t finished, yet 3. I’ve already done it 4. Have you found it yet? 5. I haven’t decided, yet Exercise 10 1. had gone 2. went 3. had gone 4. broke 5. saw – had broken – stopped Lesson 4 Exercise 1 1. advertising; 2. advertising; 3. advertisement; 4. advertising; 5. advertisement; 6. advertisement; 7. advertising Exercise 2 1) American Journal of Nursing; Parent’s Magazine 2) Our Navy, Men’s Health 3) Cosmopolitan, Good Housekeeping 4) American Journal of Nursing, Parent’s Magazine, Vogue 5) Cosmopolitan, Saturday Evening Post, Good Housekeeping, Vogue Exercise 3 1 f; 2 a; 3 e; 4 b; 5 d; 6 c. Exercise 4 a 3; b 7; c 5; d 8; e 1; f 2; g 4; h 6 Exercise 5 1 b; 2 a; 3 c; 4 c; 5 a. Exercise 6 a) a 7; b 1; c 2; d 5; e 8; f 3; g 4; h 6. b) i 10; j 12; k 13; l 9; m 11. Exercise 7 (possible answers) 1. Britain’s best business bank (Allied Irish Bank) alliteration; assonance; hyperbole 2. Dream. Dare. Do. (Girl Guides) alliteration; asyndeton; climax 3. Don’t dream it. Drive it. (Jaguar) alliteration; asyndeton; ellipsis 4. Nothing fitz like a Ritz (Ritz crackers) rhyme 5. Tic Tac. Surely the best tactic (Tic Tac candies) alliteration; pun 6. If it’s on, it’s in (Radio Times) ellipsis; anadiplosis 7. How refreshing. How Heineken. (Heineken beer) alliteration; anaphora, asyndeton 8. The World’s biggest little station (KFPM radio station) oxymoron; hyperbole 9. The spirit of Ireland (Bayleys) metaphor, personification, pun 10. Money talks (American Express Card) personification 11. Everywear (Burton men’s wear) coined word, misspelling, pun 12. City linking. Smart thinking (City Link) rhyme, asyndeton Lesson 5 Full Audio text from BBC Learning English - London Life: Brand Museum Yvonne : Now whatever we think of advertising and branding or about the effect that it has on shoppers, we’ve got to admit that it’s clever - and it’s big business! But why does it work? You’re listening to bbclearningenglish.com – I’m Yvonne Archer. Welcome to London Life! Why are we convinced that we’ll look and feel like the happy model in the advert if we buy that new shampoo? And look, the bottle’s so pretty! Of course, we know what the advertisers are doing – but we still reach for our wallets . Why? We left London’s busy shoppers for The Museum of Brands, Packaging and Advertising to find some answers. The museum’s director, Robert Opie, has been collecting brands and packaging for the last 30 years so he was happy to tell us how it all began. As you listen, try to catch the three types of products that Robert mentions; they were sent to the ‘grocers ’, the individual shop keepers, ‘in bulk’. What does Robert mean by ‘in bulk’? Robert Opie , Director, Museum of Brands, Packaging and Advertising Well if you go back to say the middle of the 19th century, virtually all the products being produced at that time were sent to the grocer in bulk. And he would make up and blend his own specific teas or he would dole out the dried fruits or the sugar or whatever it was. And it would be prepared in front of you and you could see what the product was. Yvonne : Up until around 1850, the middle of the 19th century, the products that grocers sold were sent to them ‘in bulk’. Did you work out what that means? Yes, things like tea, dried fruit and sugar - the three products we were listening out for - were sent to them in large amounts or quantities, often in large sacks. So shoppers could see what they were getting when they paid for a pound in weight of tea, for example. Now as we know, packaging is bad for our environment and makes shopping more expensive. So can’t we go back to our old ways and why the big change? Robert Opie , Director, Museum of Brands, Packaging and Advertising Come the packaging revolution, that all disappeared and why was that? Well, people were getting a bit wary about what the grocer was putting into his tea and so on. He was making up weights of that pound that you ordered with little bits of spurious… hmm, perhaps the sawdust from the floor even! Yvonne : Yuck – sawdust?! That’s certainly ‘spurious’ - shavings of wood instead of pure tea?! It was the dishonest grocer who brought on the packaging revolution. Of course, the people who made the products – the ‘manufacturers ’- soon realised that packaging could mean new publicity opportunities, as Robert puts it ‘a whole new publicity angle’. And customers got a few extras too! Listen out for two examples – the soap package that Robert talks about is from the 1880s… Robert Opie , Director, Museum of Brands, Packaging and Advertising Once the manufacturer had control over his product, he could put recipes on, he could say this is the same quality as the time before.