o STARTING POINT, Print advertisements ‘A Palr work Lock at the thvee advertisements, Which kind do you think is the mast etecive? Where else do you see advertisements? ‘magacne ats company gos B Pair work Read these opinions about advertisements. Do you agree with them? Whet do you think makes a good advertisement? ‘* “Ithink consumers need to insist that advertisements be truthful in every respect.” ‘+ "i seems to me that a good ad is a memorable ad - one that sticks in your head.” * “Ibelieve it is essential that an ad be clever and witty in order tobe effective.” ‘© “Some ads seem to demand thatthe customer buy the product. | don't ikea ‘hard-sell’ approach.” “(think is crucial that an ad clearly communicate the benefits ofthe product is seling.” LISTENING Radio ads | ‘A Pair work What types of products or services are typical advertised ‘onthe radio? Do you think radia is an effective acvertsing medium? B Listen to three radio advertisements. What produsts are they for? Write the name and type of each product in the chart in part C. Listen again, What benefits of the products ere highlighted inthe ads? Complete the chart. Hl ences Dreitcd Eero) 1GRAMMAR Verbs in the subjunctive Certain expressions and verbs such as demand, insist, propose, recommend, request, and suggest are fellowed by the subjunctive, The subjunctive uses the base form of the verb. Itis generally used in formal language to express a wish or necessity. ‘think consumers need to insist (that) advertisements be trutrul in every respect. ‘Some.ads seem to demanc (that) the customer buy the product. ‘These expressions are frequently followed by the subjunctive: ‘tiscucial _—_—itis imperative it isimportant ‘isessental itis vital itiscrtcal ‘believe itis essential that an ad be cleverand wity in ore tobe effective. © A Look at the Starting Point on page 66 again. Which opinion does not use the subjunctive? © B Use verbs iollowed by the subjunctive insiead of should or must to rewrite these sentences without changing the meaning. 1. Companies should adverlise more to increase sales. (I / suggest) 1 suggest that companies advertise more to increase sales. 2. Advertising agencies should use humor in their ads. (tis important) Cities should tear down billboards thet obstruct city views. I / demand) The government must regulate ads on the Internet. (It is essential) Viewers should skip the ads that precede online video clips. (| / recommend) The advertising of harmful products must stop. (tis crucial) False advertising should be treated as a serious crime. (I/ propose) Public television should remain commercial free. (Its vital) en anse © Group work Use the verbs and expressions in the box below to give these people advice on their problems. Do you ever have similar problems? ‘Ask your group for advice. insist itis crucial itis essential propose recommend suggest. 0 rete dn aria sles commana and storewitt bia sme they hive reseed Weems 5 “Going Cutof Spam ems rom a Business signin the recent sal ces wndowtast yer o fam ec Bijeg sone, Tent nanatoust ty send what they actually ieiteaf dethes Now, ‘the emails Someone ive me looks pretty isa year later, ant ta taciakiy bad and realy thesigu stil there ° matey 0) ‘mal acount? MEZSENI consumer awareness 67 Cone romPasays Tit Ein Level, © Copyright Came Unity res 25f2) MC onus yt Now ‘The following verbs can be followed by a that clause with a subjunctive verb, ‘advise beg requre — stipuate ask prefer specty vote He advised that his students be on time. Our store policy clearly stipulates that ail sales associates report to work by 8:30 4m. ‘The negative subjunctive is formed with not and the base form of the verb. The advertising executive's contract required that he nat recelve a bonus that year ‘The passive form of the subjunctive ie formed by bo + past participle. ‘The sponsors asked thal their product be featured prominent in the movie. ‘The manufacturers preferred hat their shaving cream not be endorsed by misbehaving stars. @ 1 Complete the sentences using an active or passive subjunctive form of the verbs in the box. Verbs may be used more than once. 1, The return policy stipulated that customers __be given __cash refunds for returned items. 2. Anew guideline advises that telemarketers from calling after 8:00 1s. 3, Its required that an advertisement any false information. 4, Parents begged that companies from advertising candy on children's TV shows. 5. The contract clearly specifies that the station our ads 24 hours a day. 6. The customer repeatedly asked that she a free sample of the perfume. 7. | would prefer that companies me spam e-mail of any kind, 8. We voted that those billboards blocking the town’s ocean view Complete the sentences with an appropriate form of the verb in parentheses. Use the subjunctive when possible. 1. It's clear that the time devoted to commercials on TV _has inereased (increase) over the past 10 years. 2. She advised that pressure (apply) to companies that engage in false advertising. . learned that my neighbor (be) a stealth marketer. . The store required that each customer (open) his or her bag for inspection. He specified that this advertisement (place) in this month's issue. . The actress begged that she (not cast) in such a low-budget commercial. I discovered that my sister (be) addicted to shopping.