Upper Intermediate Unit 5 Audio Script

UNIT 5 Ideas Recording S5.1

1
The interesting thing is that many of the people who hate it are the ones who
watch it.
2
The automobile has done less well since the economic crisis.
3
Those who voted for the car mentioned the harm it does to the environment
as the biggest problem.

UNIT 5 Recording S5.2

the interesting thing
the automobile
the economic crisis
the environment

UNIT 5 Recording S5.3

1
There’s been a breakthrough.
2
It’s a trade-off between cost and safety.
3
The long-term outlook is very good.
4
The downside is I get paid less.
5
There’s only one drawback.
6
There’s been a breakdown in communications.
7
What was the outcome of the meeting?

UNIT 5 Recording S5.4

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 Upper Intermediate Unit 5 Audio Script
I = Interviewer J = Jake
I: Jake, you’ve been in advertising for what, thirty-five years? How have
things changed over time?
J: Well, there have been huge changes in where and how we advertise,
but many of the basic principles of marketing are the same, for
example, how consumers choose brands.
I: Can you give me an example?
J: Yes, let’s imagine a coffee shop downtown somewhere, anywhere, and
it sells a thousand cups of coffee a day. Now, if another coffee shop
opened next door ...
I: ... the first owner would be furious.
J: Don’t be so sure. How many cups of coffee would each shop sell?
I: I don’t know. Five hundred?
J: Logical, but, no. They’d sell at least a thousand cups each.
I: Incredible. Why’s that?
J: Choices make people want things more. With one coffee shop, the
question is, “Should I get a coffee or not?” but, with two, the question
becomes “Which coffee should I get?”
I: Fascinating. So what else hasn’t changed?
J: Pricing is still important. People still like a bargain. But they also like to
treat themselves.
I: What do you mean?
J: Well, supposing you wanted to sell a new brand of chocolate and your
competitor’s price was $2, what price would you set?
I: Mmm, I’d reduce the price. Maybe 1.80?
J: Why?
I: Because consumers want to save money.
J: True, to a certain extent. But experience shows that, if the price is
higher, people think your product is better.

I: So $2.50 would be better?

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 Upper Intermediate Unit 5 Audio Script
J: Indeed.
I: How about advertising a product? It’s all video now, isn’t it?
J: Well, not completely, but much more. One thing hasn’t changed
though, which is the way we respond to color.
I: Oh, you mean like red means danger?
J: Yes, that kind of thing. We have built-in associations for every color.
Red is associated with energy, so it’s good for energy drinks, cars,
sports equipment and things like that. Green suggests safety, so it’s
often used for medical products. Apparently, yellow and orange
stimulate the appetite, so they’re used for food ads; blue, on the other
hand, suppresses the appetite, it’s linked more to intellect and
precision, so it’s used to promote high-tech products.
I: And this ... information is used in video ads as well?
J: Sure. If a video ad goes viral, it’ll get millions of views. And compared
with TV, it’s basically free. Your brand name will travel around the
world, provided the video goes viral.
I: And how can you ensure that?
J: You can’t, but there are certain things that can help.
I: Such as?
J: Well about twenty-five percent of viewers will click off the video in the
first ten seconds. So you need to grab the viewer in the first five
seconds.
I: Uh-huh.
J: And you need to make the video memorable. I’ll show you what I
mean. I’ll describe a video. You tell me the product.
I: OK.
J: Babies on roller skates dancing to hip-hop music.
I: Mineral water ...
J: A gorilla playing drums to a famous pop song.

I: Chocolate. OK. I see your point. They were all pretty bizarre.

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 Upper Intermediate Unit 5 Audio Script
J: Exactly, and memorable. People will click off unless the video is
memorable. And millions of people shared them. And that didn’t cost
the advertiser anything. It’s a great way to enter the market if you’re a
small business.
I: Yeah, I see. Any other guidelines?
J: Well, make it short. Fifteen to sixty seconds is good.
I: OK.
J: And it matters which day you post it. If you release the video on the
weekend, you’re dead.
I: But surely that’s when most people are free?
J: No, the best time is Monday and Tuesday, between eleven and one.
Back at work, at their desks, bored.
I: Right. And what about the content?
J: Tell a story. Engage the viewer. For example …

UNIT 5 Recording S5.5

1
I’ll buy it if you reduce the price.
2
I’d buy it if it weren’t so expensive.
3
Suppose you had the money, which one would you buy?
4
I’ll come as long as you let me pay.
5
You can’t come in unless you’re a member.

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 Upper Intermediate Unit 5 Audio Script
UNIT 5 Recording S5.6
M1 = Man 1 M2 = Man 2 W1 = Woman 1 W2 = Woman 2
W1: OK, people, so we’re going to look for ways to get people walking more
today, and Ben’s going to take notes.
M1: Right, OK, I'm just gonna get a pen.
W1: Thank you. At this stage, I think let’s just get all our ideas down, and
we can discuss them later.
W2: Right, what I think, some sort of branding, we need a sponsor. Like, I
don’t know, a shoe company, for example.
W1: OK. Next idea.
M1: Well, I think walking is the easiest exercise anyone can do, and …
W1: Benefits of it?
M1: Yeah, the benefits of, of exercise, you know, and losing weight …
keeping your heart healthy.
M2: And what about sort of the other side of that, you know, scare people
into thinking about what happens if you, if you sit down too much, if you
don’t, if you’re not walking.
W1: Good.
M2: You know health problems and …
M1: Good idea.
M2: I tell you what, what about …
M1: Health.
M2: Could you, you know, I don't know, close public transport for a day, so
everyone has to walk.
W2: That's good.
M1: So that's …
W2: That’s really good.
M1: So what in a town, in downtown, you mean?
M2: Yeah, yeah.
M1: Yeah, that’s a good idea.

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 Upper Intermediate Unit 5 Audio Script
W2 Hey, we're brainstorming!
M1: OK.
W1: Maybe a video showing just people’s feet, so you’ve got walking and
talking at the same time.
M1: Yeah—we could maybe, I know, incentivize people by raising money
for charity.
All: Yes.
M1: Like distance covered, how many steps or …
W1: Have one more, one more.
M2: Well, maybe get some celebrities involved.
W1: That's a great idea as well. Did you get all of that, Ben?
M1: Yeah, so we have, we have, um, sponsorship, health in ...
W1: Yes.
M1: … tied with that we have scaring people, you know.
W1: Yes.
M1: We have closing, um, public transportation in the town.
W1: Yeah.
M2: Yeah.
M1: We have a video.
W1: Online, the viral.
M1: Yeah, the viral, yeah. And a charity campaign.
W1: Uh-huh.
M2: We’re looking with …
M1: And, and, oh yes, celebrity. I didn't write that down.
W1: Celebrity, yeah, OK, terrific. Time’s up, and we have some really great
ideas, well done.

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 Upper Intermediate Unit 5 Audio Script
UNIT 5 Recording S5.7
W1 = Woman 1 W2 = Woman 2 M1 = Man 1 M2 = Man 2
W1: OK, we’re gonna look at the list and we have all the ideas, but we need
to cut it down now. So I’m gonna put them up on the screen. And we’ll
start with the shoe company one, the sponsor. How do you feel about
this idea?
M2: Well, actually, that could be a problem. I mean, we want the campaign
to be as wide as possible, don't we? So we don't want to link it just with
one company, do we?
M1: Yeah, no, that’s a good point.
W2: That’s true, actually.
M1: Yeah, I mean my idea, for example, about pursuing the health angle.
M2: Yeah.
M1: I, um. I mean we could get, we could get a TV doctor perhaps to make
a program about benefits of walking.
M2: Yeah, yeah.
W1: Nice.
M2: To be honest, it wouldn’t be my first choice, I have to say, I mean I, I
like it.
W1: If you had the scientific angle to it, it could work.
W2: Yeah, it’s a bit obvious maybe. D’you know what I mean, it’s kind of …
W1: What, been done?
W2: I think it has, actually. I think it’s a bit, a bit boring; I think the science
thing’s a bit boring. And actually that’s quite a lot of money to …
M1: OK, fair enough.
W2: … to stick something on the telly.
W1: Alright, so in that case would you consider the opposite idea of scaring
people into it?
M1: Well, frankly, I don’t think that will be effective. You know, people have
been told about the dangers of lack of exercise for years.

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 Upper Intermediate Unit 5 Audio Script
M2: Yeah, it’s not a new thing, is it?
W1: All right then. How does the idea of closing public transportation strike
you?
W2: I don’t think that’s realistic, to be honest with you. I don’t, I don’t think
the train and bus companies would go for that. They’d lose so much
money, I just, just, I just think …
M1: To put it bluntly, it …
W2: Disaster, OK.
M1: … It wouldn’t work.
W1: Because they’d just lose money.
W2: They’d lose too much money.
M2: Actually, I think we’re on the wrong track here.
W2: Yeah?
M2: I mean I think it would be great if we could get celebrities, to, sort of,
promote walking generally, I think.
M1: That’s not a bad idea at all. I think we should go for the feet idea.
W1: With the video of the feet walking.
M1: That's right, yeah.
M2: I mean I have to say at the moment I’m torn between the video and the
celebrity. You know, I think they’re the best two ideas.
W1: Alright, so with that in mind, suppose we try combining the two ideas,
our favorite ones. So we have the feet video …
W1: But we have it so it’s a celebrity.
M2: Famous feet!
All: Yeah, yeah.
M1: Famous feet! That’s a good title for it as well.
W1: Oh and you could …
M2: Yeah, I like it.
M1: Famous feet.
W1: … have it as a competition.

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 Upper Intermediate Unit 5 Audio Script
M1: Yeah, terrific!
W1: So to guess whose feet that was, for example.
W2: Yes.
M2: Yeah.
W1: So you have a shot at the feet walking, the person speaking and then
you have to guess who it is.
M2: Ah, nice.
M1: Sounds good to me.
W2 Yeah, I like that.
W1: OK, let’s go with that.

UNIT 5 Recording S5.8

1
How do you feel about this idea?
2
Would you consider the opposite idea of scaring people into it?
3
How does the idea of closing public transportation strike you?
4
I think it would be great if we could get celebrities to promote walking
generally.
5
I think we should go with the feet idea.
6
With that in mind, suppose we try combining the two ideas?
7
Let’s go with that.

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 Upper Intermediate Unit 5 Audio Script
UNIT 5 Recording S5.9
1
Actually, that could be a problem.
2
To be honest, it wouldn’t be my first choice.
3
Frankly, I don’t think that would be effective.
4
To put it bluntly, it wouldn’t work.
5
I have to say, at the moment I’m torn between the video and the celebrity.

UNIT 5 Recording S5.10

1
Well actually, I think it’s …
2
Well actually, I think it’s …
3
I have to say, I feel that …
4
I have to say, I feel that …
5
To be honest, it’s pretty …
6
To be honest, it’s pretty …

UNIT 5 Recording S5.11

Conversation 1
A: We would like to introduce to you an idea that will change the way you
eat: Yummy Utensils. As you can guess, we’re talking about knives,
forks and spoons that you can eat.

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 Upper Intermediate Unit 5 Audio Script
B: You’ll never have to throw plastic knives, forks and spoons in the trash
again. At the end of your lunch, after you finish eating, you simply eat
your utensils, like this.
A: Yummy Utensils are made of a special vegetable and flour mixture, are
strong enough to cut meat and pierce salad, but easy to digest after
you chew them.
B: They’re tasty, too—a bit like pretzels. Here, would you like to try one?
A: What makes our idea special is that it’s not just practical, and it’s not a
simple gimmick.
B: No, Yummy Utensils are not just practical and fun, they’re also
environmentally friendly. Just think of all of the resources that go into
making plastic utensils, which are just thrown into the trash and
become a permanent part of the waste that we litter the planet with.
Yummy Utensils are made from natural ingredients, using the same
processes that are used to make bread products and of course create
no trash at all. Even if you don’t eat your Yummy Utensils and throw
them in the trash, they dissolve within days. So there’s no damage to
the environment.
A: We envision this product being sold in supermarkets, in the same
section where you buy picnic supplies. But don’t be surprised if they’re
sold in the snack section—they taste better than some snack foods.
And they’re certainly better for you.
B: We think that Yummy Utensils will be a hit with families in particular,
since they’re the biggest consumers of disposable utensils.
A: And kids love having a fork or spoon they can eat. We’ve done some
market testing and it was amazing how much the children enjoyed
them.
B: In the future, we are planning to develop a sweetened version that will
make Yummy Utensils the perfect dessert.
A: Thank you for your attention, and we welcome any questions.

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