Celebrity fatigue

debate is raging among advertising agencies in New York on the effectiveness of using celebrities in advertising campaigns. Those in favour insist on the tremendous benefit celebrities bring to a company; those against fear that consumers are suffering

The use of celebrities in advertising is hardly new - Judy Garland and Joan Crawford were signed up by Max Factor in the 1930s and 1940s. For a long time after that celebrities

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avoided appearing in commercials to maintain the mystery surrounding their

That all changed when advertisers started offering big money to Hollywood stars - the 80

and 90s in response to the public's aale appetite for celebrity images.

Gwyneth Paltrow was signed by Estee Lauder and Charlize Theron became a spokeswoman for Christian Dior. Nicole Kidman starred in what is iepu_tedly the most expensive TV advertisement in history: a two-minute ad for Chanel No 5 perfume costing a reported $43 million dollars. Catherine Zeta-Jones became the US face of the mobile phone giant T-Mobile.

However, there is increasing evidence that the tide is turning on the celebrity age. Louis Vuitton, the luxury luggage manufacturer, has returned to professional models after using actresses such as Jennifer Lopez and Uma Thurman. T-Mobile has switched to a new campaign featuring '.an_nyillous: 'men on the street' instead of renewing Zeta­ Jones's contract. It appears that the stars are losing their selling power.

'Ten years ago, having a celebrity in your ad would make it more.classy,' says Robert Thompson of Syracuse University. 'Now there's something '.C!ieesy about it...there are so many celebrities on so many magazines all the time.' It is clear that consumers are becoming increasingly resistant to celebrity marketers, whose chief commodity has lost its novelt:Y. value. The stars no longer have the status of icons and consumers are losing interest in them. Perhaps the Hollywood actors and actresses of the 50s and 60s were right after all.

I

2 VOCABULARY business and advertising

a Complete the text with the correct form of a verb from the list.

become expand export import launch market set--l:lp take over

A friend of mine, Anne, was lucky enough to

i n herit a farm when she left university and so

c Complete the crossword.

2 3 4 5

she decided to I set uQ

her own organic food

business. The company 2 its products under the name of Bioplus and one of the most successful products it makes is muesli. Not all of the ingredients come from the farm, as Anne

3 the nuts and dried fruit from South America. These she mixes with her own cereal products to make the muesli. Nationally, her muesli sells well, but she also 4 to Northern European cou ntries like Norway and Sweden.

The com pany is 5 rapidly and Anne is always looking for new employees. Right now she's preparing to 6 a new cereal bar the company has been testing. Anne is very realistic

as she knows she will never 7 the market leader in the field, but neither does she want one of the big cereal giants like Kelloggs and Nestle to 8her company.

b Complete the sentences with the correct form of make or do.

I A company always does extensive market research before it launches a new product.

2 If a company a loss, the staff

Clues across -?

2... calling is probably the most irritating advertising strategy.

4 My bank is going to open a new... in the centre of town.

7 Ifmy... doesn't stop talking to me, I'll never get any work done today.

8 He works for a large... with offices in Europe and South America.

Clues down.J,

IMy... of department knows how to lead his team and get the best out of everyone.

3 The new company... cost a lot to design.

5 The lawyer accompanied his... to court.

6 Do you ever buy a product because you've seen the...?

7 Sheraton is a well-known luxury hotel....

4i@'1fttl• Studenf s Book p.156 Vocabulary Bank

3 PR ON U N CIATI ON changing stress in nou ns and verbs

a Write the word, then write N (Noun) or V (Verb).

often face job cuts.

3 Many countries started business with China when the trade sanctions were lifted.

4 The Managing Director __ the decision to close the factory yesterday.

I/'nnp:xt/ _j]JJ_P-.ort N

2 /d1'kri:s/ 3 /' ri:fAnd/ 4 /'prodju:s/ __

b Practise saying the words in a.

5 /'pr;mgres/_ 6 /m'kri:s/ 7 /n'k:l:d/ 8 /trren'sp::i:t/ _

5 My company is going to 30

people redundant after Christmas.

6 The assistant manager is the manager's job while he's away on holiday.

7 It's difficult to money out of producing CDs these days.

8 Ifwe a profit again next year,

the manager may think of opening another office.

4j@(!l fttl• Studenf s Book p.158 Sound Bank

4 M I N I GRAM MAR whatever, whenever, etc.

Complete the dialogues using whatever, whichever, whoever, whenever, however, or wherever.

1 A Where do you fancy going on holiday this year? B Wherever you want. I don't mind.

2 A Do you want tea or coffee?

B I don't mind. ----is easiest.

3 A What do you want for your birthday?

B Nothing special. I'll be happy withI get.

4 A How often does your boyfriend go to the gym? B He goes _he can.

5 A Who's coming to your party?

B wants to come will be welcome!

6 A I don't know how to do this kind of exercise. B You can do it_ you want.

5 G RAM MAR clauses of contrast and purpose

a Circle the correct answer.

1 @ though)/ Despite she's the head of department, she often goes out with her colleagues.

2 The account manager called his client for I to arrange a meeting.

3 The company is expanding even though I in spite of there is a recession.

4 The firm made several people redundant in order to I

so that cut costs.

5 His secretary stayed at her desk to not I so as not to miss an important phone call.

6 Everybody laughed at my boss's speech in spite of I

even though his terrible jokes.

7 The staff in my office are happy despite I although working long hours.

8 She closed the door of her office so as to I so that nobody could hea her conversation.

b Complete the second sentence so that it has a similar meaning to the first sentence using the word or phrase in bold.

1 Although he's the managing director, he goes to work by bike. despite

He goes to work by bike despite being the managingdirector

2 Although they don't do any marketing, their products sell well. in spite of

Their products sell well_

3 They reduced their prices so as to sell more products. so that

They reduced their prices _

4 I have to leave work by six o' clock so that I don't miss my train. so as

I have to leave work by six o' clod<: _

5 Despite the fact that I was late, my boss wasn't angry. although

My boss wasn't angry____

fj@(!Utn• Student's Book p.144 Grammar Bank 78

More Words to Learn

Write translations and try to remember the words.

El Listen to three speakers talking about TV adverts. Write the name of the product in the advert they describe.

Speaker 1

Speaker 2

Speaker 3

IJ Listen again. Which speaker...

A enjoyed the hu morous dialogue in the advert?

B especially liked the way the music fitted with the images?

C didn't realize that the action was real, not a special effect?

D only remembers adverts if there is a song?

E found out more information about a particular advert?

F enjoyed the advert because of the celebrity in it?

a Listen again with the tapescript on p.79 and try to guess the meaning of any words that you don't know. Then check in your dictionary.

fj@l'ltm• MultiROM

1 G RAM MAR relative clauses

a Check what you know. Revise the rules.

Then do b.

• relative clauses

defining relative clauses (giving essential information)

Julia's the woman who I that works with me. It's a book which I that tells you how to relax. That's the house where I was born.

That's the boy whose father is an artist.

He's the man (who I that) I met on the plane.

• To give important information about a person, place, or thing use a relative clause (= a relative pronoun + subject + verb).

• Use the relative pronouns who for people, which for things I animals, and where for places. Use whose to mean 'of who' I 'of which'.

• You can use that instead of who or which.

• Who,which, and that can be omitted when the verbs in the main clause and the relative clause have a different subject, e.g. He's the man I met on the plane. (The subject of met is I, so it's not necessary to put who.)

b Circle the correct relative pronoun. Sometimes both are possible. Inwhich sentence can you leave out the relative pronoun?

1 She's the woman / which came into the office yesterday.

2 That's the magazine which I that was lying on my desk this morning.

3 He's the man whose I who wife speaks five languages.

4 I'm the only one here whose I who is concerned about the environment.

5 The house where I which I lived as a child is no longer there.

6 This is the book which I that I told you about.

7 Jane is my friend who I that got married last year.

2 NEW LANGUAGE

c New grammar. Rewrite the sentences to make them more informal. Omit the relative pronoun wherever possible.

1 The plate from which you're eating was my grandmother's The plate you're eating from was my grandmother's

2 The company for which I work is an advertising agency. The company__

3 The man to whom I spoke is the head of my department. The man _

4 One of the people with whom I work is a part time model.

One of the people -------------- 5 The house into which they moved was nearly two hundred

years old.

The house -----------------

6 Her boyfriend is the only person to whom she can turn.

Her boyfriend _

d Complete the sentences with who, what, or which. Can you also use that in any of the sentences?

1 Do you know what you are doing?

2 My boyfriend, I've known for a month, is a model. 3 We can't come to your party, is a shame.

4 My friend wasn't hurt in the crash,was a relief. 5 I don't understand __you are saying.

6 We haven't seen my cousin for ages, is unusual. 7 My flat, I bought last year, is in the city centre.

fj@(IJ!"m9 Student's Book p.144 Grammar Bank 7C

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