63 Read the text about a famous ad. Some words are missing. Choose the correct answer (A, B, C or D) for each gap (1–10). Put a cross ( ) in the correct box. The first one (0) has been done for you. LANGUAGE IN USE 1 90 seconds of puppy love A group of advertising experts has analysed the results of a big study of consumers between the ages of 18 and 64. Now it’s official: the famous ‘Puppy Love’ ad which Budweiser (0) for the 2014 Super Bowl has been (1) the most popular Super Bowl ad of all time. If you have ever seen the ad (and who hasn’t?), you’ll definitely remember it. But what exactly makes it so (2) ? (A) In the ad, a puppy and a horse become friends. Because the puppy wants to play with the horse, it keeps escaping the woman who looks (3) it, and the owner of the horse returns it to the woman every time. In the end, when all the horses on the farm stop the puppy from being taken (4) in a car, the humans give up and agree to let them play together. And it looks like they have also fallen in love with each other. (B) Why is this simple, familiar story such a hit with (5) ? First of all, people love stories, and the most (6) ads always use storytelling. The ad also plays with our emotions, not only because we all love cute furry animals, but also because we respond to the romantic music playing in the background. And we can really (7) on the story and our emotions because the product, Budweiser beer, is only shown briefly at the end. (C) The story has a typical American (8) : the farmhouse, the white fences, the little church in the background … This indicates that the ad’s target audience is probably American consumers. However, this doesn’t mean that the ad’s (9) story and beautiful images do not work well on the international market. Far from it! It’s (10) to say that, if you have 90 seconds to spare, watching this ad is guaranteed to make you smile, wherever you may live. The story takes place in America, but the message is universal. 0 A relaunched B released C reviewed D recreated 1 A voted B elected C chosen D approved 2 A memorable B thoughtful C forgetful D mindful 3 A for B in C at D after 4 A over B away C off D up 5 A clients B consumers C target group D users 6 A advertised B descriptive C successful D satisfied 7 A point B focus C insist D promote 8 A scene B place C setting D set-up 9 A competing B compelling C contrasting D controlling 10 A save B secure C safe D solid Unit 03 See it. Want it. Buy it. Key Nur zu Prüfzwecken – Eigentum des Verlags öbv
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