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Comprehension Ex.1 Which person or people hold(s) these opinions?

  1. Crime on television leads to crime in society.

  2. Television is more violent because society is more violent.

  3. Society has always had the problem of crime.

  4. We need to know how violent our society is.

  5. We should not overreact to news of crimes.

  6. What is shown on television is not important.

  7. We must take care when using statistics.

  8. Violence on TV is much worse than it used to be.

  9. Programmes can defer us from committing crimes.

  10. Fictional criminals rarely achieve their aims.

  11. What is shown on television is not important.

Discussion

Ex.1 Answer the following questions.

  1. Do you agree with any opinion presented in the text above? Why?

  2. Do you think that TV makes people commit crime? Why / Why not?

  3. Do you think there’s too much crime and violence on TV and in movies?

Ex.2 Give your opinion about television in our country. Pay attention to the following aspects:

  • the quality of the commercials

  • the frequency of commercial breaks

  • the degree of violence

  • the number of channels

  • the number of imported American programmes

  • the number of sports programmes

  • any other aspect of television

How you are persuaded to spend more by…advertising

Adverts focus either on what products do, or how the products make feel. Our emotional response to a product is very important. If the advertisement makes us feel good, i.e. has images which we enjoy and remember, then we start to associate good feelings with the product.

We respond well to adverts which demonstrate a lifestyle we would like to have. Famous people are often used in adverts because of their successful lifestyle. Footballers advertise sports drinks. We buy the drink, and sense the success. A survey of 4,000 adverts with celebrities were 10 percent more effective than adverts without.

Humour is also used, as funny adverts are remembered for longer. In addition, advert makers appeal to our senses. They want you to want their product.

Warning signs:

  • High price: if a product costs a lot of money, it won’t necessarily be good quality. It might be just part of its image.

  • Famous people: Advertisers want you to believe that if you buy their product, you can start to live the lifestyle of the celebrity who advertises it.

  • Reward and Punishment: ‘if you buy this, you will stay young’ (the reward). Also means ‘Unless you buy this, you will look old’ (punishment).

Comprehension

Ex.1 Answer the following questions.

  1. What are adverts focused on?

  2. Our emotional response to a product is essential, isn’t it?

  3. What techniques do advertisers use to pay our attention to their ads?

  4. How can advertising influence us?

Discussion

Ex.1 Answer the following questions.

  1. Why is advertising a powerful force?

  2. Why are the people annoyed by TV commercials?

  3. What adverts, if any, can be useful and helpful?

  4. What are your favourite / least favourite advertisements? Why?

  5. Do you think people in general spend more because of advertisements?

  6. Have you ever bought something that you didn’t really want because of a good advertisement?

A newspaper with a difference

It was 102 years old, boring and unpopular. But now Las Ultimas Noticias (LUN: The Latest News), has become on of Chile’s favourite newspapers. Employees at LUN say it’s a revolution in journalism. Critics say it’s rubbish.

In 2001 LUN started counting the number of clicks on each story on its website (www.lun.com). The clicks tell the editors which stories are popular and which are not. If an article gets a lot of clicks, the newspaper continues the story the following day, or finds similar ones. If an article gets only a few clicks, the story is killed. According to Augustine Edwards, the newspaper’s publisher, LUN reflects the changing values and interests of Chile.

So, what news did readers choose when world leaders arrived in Santiago for an important trade meeting? One of the top stories was about where US politician Colin Powell went to dinner and what he ate (prawns with couscous). Another popular story was about which politicians gave the best tips to the waiters (the Japanese).

The critics say LUN now has no serious news. Edwards replies, 'I’m focused not on what people should read, but what they want to read. I want my journalists to write for the people, not for me or their editors.' He even plans to pay his journalists according to the number of clicks their stories get.

One question remains. Only 30% of the country has Internet access: the richest 30%. So is LUN really a reflection of ‘the changing values and interests of Chile’?

Comprehension

Ex.1 Answer the following questions.

  1. Who normally chooses the news we read: readers / editors?

  2. What news do you think is most popular: stories about international business / gossip about famous people?

  3. How many people do you think read news on the Internet regularly: about 505 / fewer than 30%?

Ex.2 Choose the best headline for the story.

  1. Chilean newspaper celebrates its birthday.

  2. Chile paper lets readers choose the news.

  3. Chile’s journalists stop writing serious news.

Ex.3 Are the following sentences true or false? Correct the false ones.

  1. LUN was always a very successful newspaper.

  2. LUN uses Internet technology to find out which stories are popular.

  3. LUN’s most popular articles are usually very serious stories.

  4. Augustine Edwards thinks LUN is popular because it has stories that people want to read.

  5. At the moment LUN pays more money to the journalists if they write popular stories.

  6. At least 70% of Chileans don’t click on their favourite stories on (www.lun.com).

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