4 GRAMMAR clauses of contrast and purpose a Read the advert below. Would you try Pumavitét

Why(not)?

slept my way to fítness'^

No exe-dse -bul now Simón has misdes

tedie for! Simón Sloth had never been a great one for exercise. With three children and a busy job there was very littie time for the gym.

Butthen Simón discovered PUMAVITE blets, an exclusive product marketed by Cure Everything Pharmaceuticals. A three-month coune of the tablets has transformed him!

'You take it at night,' explains Simón, 'and its special secret ingredient gets to work immediately.' PUMAVITE contains plant extracts from the Andes and complex v'rtamins. Together these produce exactly the same effect as a two-hour workout at the gym or swimming poo!.

'Pumavite is absolutely fantastic and a miracie cure for people \i\í& me. It is guaranteed to work and is the best investment I have ever made/ says Simón. 'I slept my way to fitnessl'

Only £500 for a ttiree-month supply

liimted stocks -offer Gloses

on March 31 st!

b Read the magazine article. Tick the 'tricks' that the Pumavite advert uses.

How adverttsers win our hearts and mbids.. .•

and get our There's no such thing as a free lunch 'Get a free camera when you subscribe to our magazine for two years.' ITiere's something about the word 'free' tliat immediately attracts us - something for nothing - 1 want it! The idea makes us feel clever, as i f weVe got the better of the company. But that camera (which wil l probably break as soon as you get it out of the box) wasn't a gift at all. In spite of ' : , its price was really included in the magazine subscription.

Buy now while stocks last! 'There are only a few left! And after they've been sold, there won't be any more available.' What happens when we read or hear these words? Even though ^ , maybe don't even like them, we immediately want to be among the lucky few who have them. But no manufactured producís are ever scarce. Do you really think the manufacturers of that 'limited edition' DVD couldn't produce a few more, i f they thought they could sell them?

Just sígn your ñame here - and give us your address 'Just ful in this form for .' Do you think manxifacturers really want to spend their money on sending you a free brochure? It costs them to produce it and to mail it. In fact, these kinds of adverts are really produced so as to

From then on, they wi l l bombard you with more direct advertising, probably passing on your ñame and address to other companies too.

c Read the article again with the glossary and complete it with the phrases below. A free information — •« ^ B the actress is holding the product in the photo C get us to believe it D get your personal detaüs , , E we can't fail to get the message J ^ F demónstrate the amazing eífects of their product ' ' G we don't really need the products , ^ H the advert saying it was free

d Look at the eight phrases again, and the highüghted ! i word(s) immediately before them. Which ones express ,; *' a contrast? Which ones express a purpose? . , , , >:

e O p.l44 Crammar Bank 7B. Read the rules and do the exerdses.

5 SPEAKING

Everybody's doing it And everybody can't be wrong, so the product must be fantastic. In order to ^ _ _ , they use expressions like, 'It's the new sensation sweeping the country', 'People just can't get enough of them', 'Record sales', 'Unbelievable response!' and combine this with a photograph of a large group of people, so that ° But don't be fooled. Even i f i t everybody is doing it (and they may not be), everybody can be wrong.

The camera never lies, or does it? Adverts frequently use'real people'to . on our health or fitness. But of course the person in the advert or TV commercial is a gym-toned model!

Trust me l'm a doctor (or a celebrity) I f a celebrity is using the product, it must be fantastic. I f a doctor recoinmends it, it must work. The bigger the authority, the more powerfiil the advertising message is. But be careful. Although ^ _ , do you really think she colours her hair with it at home? Do the authorities mentioned really exist? 'My dog biscuits are recommended by the International Association of Dog Nutritionists' (an organization I started last week). 'A recent studyfound thatmylemonade tastes better than any other brand' (my mother liked i t better).

Glossary subscribe pay money regularly in order to receive sth get the better of to defeat sb / sth or gain an advantage available able to b« bought or found be scarce there is not much of it bombard 'attack' sb with e.g. too many questions,

too much information be fooled be trlcked

.-sí!

f Sentence race. Try to complete all the sentences in two minutes. ^

1 The customer took the shoes back to the store to... ' 2 Even though I was really late, my boss... * 3 She applied for a job with a company in London so that... 4 He got promoted to branch manager despite... ^ 5 Mostof the staff don't like the new MD,although... 6 He left the company he used to work for in order to... 7 Although Jim was the hardest worker in the company,... 8 In spite of a huge marketing campaign,... 9 I went to our head office in New York for...

10 I think the advertising of cigarettes and alcohol should be banned, so as not to...

G E T IT B I C H T stress in word famil ies • Underline the stressed syUable in this word family. Be

careful - the stress is différent on one of the words: advertise advertísement I advert advertiser

• You can also use the abbreviation ad when talking about advertisements, and commercial to talk about an advertísement on TV or radio.

Talk in small groups. 1 Are there any products that you have bought recentiy...

a because of the adverts? b in spite of the adverts?

2 Have you bought something recentiy which wasn't as good as the advertísement made you think?

3 Are there any adverts which make you not want to ever buy the product? Why do they have this effect on you?

4 Do you think people should be allowed to advertise the foUowing? Why (not)? • alcohoUc drinks • expensive chUdren's toys \ • junkfood ; • political parties j

5 How successfiil do you think the foUowing forms of j advertising are? > ^ , ^ i-» , n , í • cold-caUing i • leaflets / brochures in your leuer box , j • junkemails j • website pop-ups S ¡ • sports sponsorship * í

6 Think of adverts which use the « ; foUowing to sell a product: - Í • a celebrity • an.authority (e.g. a doctor) t • agoodsong ! i • something free ^ • humour /, j • a good slogan , i • a story " | • animáis or nature ' i

7 Which of the above marketing techniques might » influence you to buy the product?

clauses of contrast and purpose

clauses of contrast 1 Although the weather was terrible, we had a good time.

I \vent to work even though I was ill. 1 Uke Ann though she sometirnes aiinoys me.

2 In spite of / Despite his age, he is still very active. being 85, he is still very acti^;. the feict that he% 85. he is stiíí vQty acth^.

1 Use although, though, even though + a clause. • Although and ei-en thou^ can be used at the beginntng or

in tlie middlc of a sentence. • Evetí though is stronger than although and h meé to ejEpress

a big or surprising contrast. • Though is more informal than although, It can only be used

in the middle of a sentence. 2 After in spite of oí despite^ use a noun, a verb in ihe -ing form,

or ífte^íí rfwr+subject • vcrb.

A Don't use c^with tkspiteHOX í)espíte o){he-rmn.-Tr

Complete the sentences mih one word

We're happy in our nc v house, fteígfe thcrc's a lot to do.

1 We enjoyed our holiday . the weather. 2 Cari doesn't like spending money _ though he's

very rich, 3 They went to the airport catch a plañe. 4 Sandy made a note of his number so „___,™.,™. not

to forget it. 5 My mother called the doctor's in _____ to makc

an appointment. 6 Guy passed the cxam in „ of the fact that

he hadn't studicd much. 7 Angela took a )acket so she wouldn t get cold. 8 the service was poor, the mcal was delicious. 9 I went hoiíie a shower before 1 went out

10 being late, he stopped for a coífec.

clauses of purpose 1 I went to the bank to

in order to talk to my bank manager, so as ta

2 l went to the bank for a meeting with my bank manager. 3 l wenl to the bank so thát l could take out so me money. 4 I wrote it down so as not to tiirget it.

• Use to, in arder to, so as to, for and so that to express purpose. 1 After to, in order to, and so as to use an infinitive. 2 Use for + a noun, e.g. for a meeting.

A You can also use for -f gerund to describe the exact purpo.se of a thing, e.g. This liquidis fcr deaning metal.

3 After so thau use a subject + modal verb {can, could, would, etc.).

4 To express a negative purposc use so as mt to or m order not to NOT ttoHo. You can ako use so that + subject woutíti't, e.g. í wrote it down so thatl wouldn t forget it.

b Rewritc the sentences.

Despitc playing badly, they won the match. Even thou¿i they played baMy, they won the matdk

1 We tot)k a taxi so as not to arrive late. We took a taxi so that...

2 Despite earning a fortune, she drives a very oíd car. Although...

3 Everyone saw the film even though the revicvvs were terrible, Everyone saw the film in spite of...

4 The piane managcd to land despite the very thick fog. The plañe raanaged to land even though,..

5 I told hcr 1 liked her jacket so that I wouldn't offend her. I told her I liked her jacket so as...

6 The manager called a meeting so as to cxplain thé new poHcy. The manager called a meeting in order...