way2go! 6, Schulbuch

43 Read the article about advertising at the American Super Bowl 6 . First decide whether the statements (1–6) are true (T) or false (F) and put a cross (  ) in the correct box. Then identify the sentence in the text which supports your decision. Write the first four words of this sentence in the space provided. There may be more than one correct answer; write down only one. The first one (0) has been done for you. READING 29 M p. 16 6  Super Bowl: Finalspiel der US-amerikanischen Footballmeisterschaft Here’s why companies spend millions on Super Bowl ads Careers can be defined by a Super Bowl per- formance – not just for players, but also for the actors in the game’s much-anticipated commer- cials. Companies spend so much on Super Bowl ads chasing the same hope: that after the game, people will be talking about them. Consider the case of Jesse Heiman, whose face is more familiar than his name. Nerdy and decidedly plump, he has appeared in scores of movies and TV shows as an extra. But Heiman’s fame soared during a Super Bowl when he was featured in a Go Daddy ad kissing supermodel Bar Refaeli, supporting the company’s ‘Where smart meets sexy’ campaign. The modern phenomenon of the Super Bowl ad begins in 1984 when Apple aired a 60-second spot titled ‘1984’ that was more short movie than tra- ditional ad. It recreated the atmosphere of George Orwell’s book, with the promise “You’ll see why 1984 won’t be like 1984.” “The industry was mov- ing to a very fast, 15-second kind of world,” says one advertising executive. “That ad was the start of the storytelling genre.” The appeal of the long advertisement rose even as those Super Bowl seconds became ever more ex- pensive. For the 2016 Super Bowl, a 30-second spot cost a record $5 million. Networks can charge ad- vertisers so much because the Super Bowl provides a television program that is watched by a large audience at the same time. Professor of marketing Tim Calkins says, “The Super Bowl can be a great investment. If you want to reach a large portion of the US population quickly, there is nothing quite like the Super Bowl.” It is why these ads try so hard to stand out. “Win the hearts and minds of America. This is what a Super Bowl ad needs to do,” says adver- tising executive Gretchen Walsh. The success of Super Bowl ads can also be measured in the laughs it gets. Typical TV ads deploy humor about 20% of the time, but for the Super Bowl it’s more than 50%. Either way, their goal is sheer awareness. The worst thing that happens to an ad is if no one likes it or hates it. Neutral is death. Statements T F First four words 0 Super Bowl ads can affect actors’ jobs. Careers can be defined 1 Jesse Heiman’s name was well known before his Super Bowl ad. 2 Apple’s 1984 ad was shorter than average ads. 3 The Apple ad was based on a famous novel. 4 Super Bowl ads are expensive because they are so long. 5 Around half of the Super Bowl ads are funny. 6 The biggest disaster is if everyone dislikes your Super Bowl ad. Watch some Super Bowl ads on the internet. Present the one you like best in class. Explain what product it advertises and what makes the ad special. SPEAKING 30 Nur zu Prüfzw cken – Eigentum des Verlags öbv