Active vocabulary of the lesson

Verbs: persuade, consume, necessitate, require, generate, em- bed, deliver, rely on, include, identify, own, engrave, feature, relate, insert, exert, focus upon, involve, employ, educate, reach.

Nouns: service, pattern, consumption, turn, homogenization, taste, reinvention, purpose, persuasion, announcements, item, charge, airtime, glasses, breakthrough, content, objective, ce- lebrity, truck, issues, deforestation.

Adjectives: particular, contemporary, marginal, persuasive, actual, definite, recent, exclusive, expensive, substantial, de- pendent, digital.

Adverbs: typically, recently, frequently, strictly, clearly, simi- larly, notably, skilfully, immediately, commonly, rapidly, rela- tively, directly, specially, continuously, periodically.

3. 1	billboard	A	a well-known person
   2	advertisement	B	a large strip of cloth, hung be- tween two poles, bearing a slogan
   3	celebrity	C	to convince smb to do smth by reasoning, arguing, begging
   4	persuade	D	a large, high, flat surface on which advertisements are placed
   5	banner	E	a notice of something for sale, for rent, etc., given in a newspaper, on TV, or pasted on a wall

   Complete the network for the word ADVERTISING. Add as many other bubbles as you like.

4. Word-building

Verb	Noun	Adjective	Adverb
persuade
	consumption
		marginal
			typically
generate

Grammar exercises

1. Identify the following verb forms:

attempts, has been, necessitated, required, are designed, is used, is placed, spend, sells, include, may rely, can include, pays, is embedded, owns, are featured, is considered, is reflected, fea- ture, relate, may be inserted, is trying, wants, is repeated, are shown, shows, are known, sees, buys, demonstrate, advertise, are involved, became, appeared, launched, is growing, has pro- vided, can be dedicated, are lighted, are used.

2. Make the following sentences negative:

1. Advertising attempts to persuade potential customers to pur- chase or to consume more of a particular brand of product or service.

2. Advertising focuses upon using celebrity power, fame, money, popularity to gain recognition for their products and promote specific stores or products.

3. The billboards are often lighted.

4. Social network advertising is growing rapidly.

5. The mobile phone became a new mass media in 1998.

6. Unsolicited bulk E-mail advertising is known as "spam".

7. Virtual advertisements may be inserted into regular televi- sion programming through computer graphics.

8. John Anderton owns a phone with the Nokia logo clearly written in the top corner.

9. Advertising has been more than a marginal influence on pat- terns of sales and production.

10. Many advertisements are designed to generate increased consumption of those products and services through the crea- tion and reinvention of the "brand image".