What product(s) do you think this video clip shows? Listening 13 a Listen to someone talking about the video. 1 Why was it so successful? 3 Look at the features of a good viral ad mentioned in 2 How is it different from a conventional advert? the article. Which (if any) of them apply to this video? The speaker uses these words. What does he say? b u4ih75 16 c planned hype fizzes lethal firework display geyser publicity eruption videos user-generated globally Imagine you are telling someone about the clip. Describe what happens and why it went ‘viral’. Use the words in 13c. Look at the quote. How do you think it applies to the viral video you heard about? Talk together. Do you agree with the quote? d “The internet is the first thing that huma nity has built that humanity doesn’t understa nd, the largest experiment in anarchy that we have ever had.” (Eric Schmidt, CEO of Google) Speaking 14 a b Selling a product Advertising language often makes use of multi-word expressions to cram as much information as possible into a limited space. Look at these sentences. What part of speech are the highlighted expressions? How else could you express the same idea? 1 Against this too-good-to-be-true backdrop, though, is the reality: viral marketing only works when the user is in control. 2 B&O are famous for developing state-of-the-art hi-fi systems. What do the highlighted expressions mean? 1 Book our seven-day cruise for a once-in-a-lifetime experience! 2 Who needs professionals with our do-it-yourself stores and how-to classes? 3 Make your life easier with ready-to-eat meals from Deli! 4 Our service team have a can-do attitude to their job and are prepared to work long hours. 5 Our smartphone was voted this year’s must-have gadget for teenagers. 6 Our kitchens feature award-winning design combined with cutting-edge technology. Language focus Multi-word expressions 15 a b Language skills Extras Explore 4 It’s all about advertising 49 Nur zu Prüfzwecken – Eigentum des Verlags öbv
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