ADVERTISING IN MAD MEN

1 Vocabulary focus. Study the words and word combinations, practise their
translation, spelling. Check your knowledge in the test. Play vocabulary game and
set your own vocabulary game record.
2 Watch the video and put the words into the gaps in the sentences.
1.I just dont know what we have to do to make these government ____ happy.
They tell us to make a safer ____, we do it, and then suddenly thats not good
enough.
2.- You know, this morning. I got a call from my ____ at Brown & Williamson,
and theyre getting sued by the federal government because of the ____ _____
they made.
3.- Yeah, were aware of that, Mr. Garner, but you have to realize that through the
_____ of the mass media, the public is under the ____ that your cigarettes are
linked to certain _____ diseases.
4.- My granddad smoked em. He died at 95 years old. He was hit by a ____.
5.- But our hands are tied. Were no longer ____ to advertise that Lucky Strikes are
____.
6.- What the hell are we gonna do? Weve already funded our own tobacco _____
center to put this whole ____ to rest.
7.- And thats a very good start. But it may not ____ sales.
8.I might have a solution. At Sterling Cooper, weve been pioneering the
burgeoning field of research, and our analysis shows that the ____ risks
associated with your product is not the end of the world.
9.Actually, its a fairly well-established psychological principle that society has a
death wish, and if we could just tap into that, the _____ potential
10.
What the hell are you talking about? Are you ____?
11.
Theyve let you know that any ad that brings up the ____ of cigarettes and
health together well, its just gonna make people think of ____.
12.
Not exactly. This is the greatest advertising ______ since the invention of
cereal.
13.
- ____ on you. We breed insect-repellent tobacco seeds, plant them in the
North Carolina sunshine, grow it, cut it, cure it, toast it.
14.
No. Everybody elses tobacco is _____. Lucky Strike is toasted.
15.
Its a _____ on the side of the road that screams with reassurance that
whatever youre doing its okay.

3 Fill in the blanks in the sentences with words and word combinations, each
words and word combination can be used two times.
Sue; fatal disease; advertising opportunity; rumor; manipulation of the mass media;
health claim; competitor; impression; advertise; health risk; billboard
1.The pro-Union campaign is to make a bid to attract Scots still unsure of how to

vote in the referendum with _________ and press advertising campaign.

2.Tuberculosis in cattle must be tackled or the disease will spread out of control
and become a human ________.
3.There are many display networks, each providing its own set of ____ and for
businesses.
4.At the present time it is still not clear if blogs will become a major ________.
5.Politician is expected to say that alcohol and drug addiction should be seen as a
______ rather than a crime.
6.The fear is an example of how a ____, especially about a place as stormy as
Egypt these days, can influence Twitter users and make them believe lies.
7.Clinics have been told not to _______ Botox in popular womens magazines.
8.The Intel Corporation that once just sold chips to computer makers started
making everything from personal computers to supercomputers. Today the firm
became _____ of Sun Microsystems Inc. and the Hewlett-Packard Company.
9.Peta, the animal rights group, has been banned from using a ______ advert
showing a baby smoking a cigar.
10.The closest ______ to the iPhone is Samsungs Galaxy.
11.A ______ that Microsoft is releasing an iPad version of its Office software was
all over the Web on Tuesday. But Microsoft says its just not true.
12.Doctors believe that loneliness is not a major _______.
13.Twitter has opened its doors to businesses that want to _____, as the company

focuses on making money after building a huge user base.

14.Politicians believe that Congress must let gun victims _____ gun manufacturers.
15.A new study has found that most food buyers are unlikely to be influenced by
______ on products such as cereals and yogurts, preferring to shop on the basis
of price, taste and brand loyalty.
16.Gordon Brown will give a talk about _____ in developing countries today when
he uses a visit to the World Economic Forum.
17.Some of the biggest food firms are funding scientific research to establish _____
about their products, ranging from increasing brain power to improving driving
skills.
18.The families of two baby boys who died shortly after they were born in
Portlaoise hospital plan to ____ the Health Service Executive for damages in
the High Court.
19.The Turkish Prime Minister has called a television boss and forced him to
remove a headline. The politician has admitted ________.

20.Using the Internet gives the ______ of connecting us to the rest of the world, it

is ultimately a self-imposed sentence of solitude.

21.The Panama Deception is a powerful expose of the 1989 invasion of Panama,
raising fundamental questions about our Governments ______, as well as the
medias complicity.
22.Charles Wallendahl was so determined to make a good ______ in his first job
that he grew a beard to appear more grown up.
4 Match the phrase to the speaker
Don Draper (the Creative Director and a founding
partner at Sterling Cooper Draper Pryce
Advertising Agency in Manhattan, NY.

Pete Campbell (Head of Accounts)

Lee Garner, Jr. (Junior) (son of Lee Garner, Sr.,

owner of Lucky Strike)

Lee Garner, Sr. (Senior) (owner of Lucky Strike)

Roger Serling (a founding partner at Sterling

Cooper Draper Pryce Advertising Agency in
Manhattan, NY).

1. They tell us to make a safer cigarette, we do it, and then suddenly thats not

good enough.
2. But our hands are tied.
3. You still have to get where youre going.
4. Manipulation of the media? Hell, thats what I pay you for.
5. I dont know.
6. What the hell are we gonna do?
7. But it may not affect sales.
8. What the hell are you talking about? Are you insane?
9. I might have a solution.
10. This is the greatest advertising opportunity since the invention of cereal.
11. You still have to get where youre going.
12. Advertising is based on one thing: happiness.
13. Yes, and were grateful to them.
14. If you cant make those health claims, neither can your competitors.
15. Shame on you.
16. Thats very interesting.
17. Well, gentlemen, I dont think I have to tell you what you just witnessed
here.
18. I get it.
19. Thats your slogan?
20. Im not selling rifles here.
21. Lets get out of here.
22. We can say anything we want.
23. I think you do.
24. Its freedom from fear.

5 Match the parts of word combinations.

1
2
3
4
5
6
7
8
9
10
11
12

federal
health
psychological
field of
mass
research
market
fatal
the end of
affect
bring
Shame

A
B
C
D
E
F
G
H
I
J
K
L

media
the world
on you
diseases
government
sales
up the concept
claims
research
center
principle
potential

6 Answer the Questions

1. What problem did Lucky Strike have?
2. What health problems were connected with cigarettes? Did businesspeople

agree that cigarettes were dangerous?

3. How did agencies advertise cigarettes? Why was it difficult to create such an
advertisement? Why had some tobacco companies been sued by
government?
4. What was Dons first solution to the problem?
5. What alternative advertising strategy was proposed? What psychological
research was the new strategy based on?
6. Did clients from Lucky Strike agree to use new idea and new slogan? If not
what argument did they give not to accept the strategy?
7. What was Dons new idea? Could Lucky Strike make any heath claims or
talk about health in their advertisements?
8. Why was it important to know how cigarettes were produced? How did Don
use that information?
9. What new slogan and approach to advertising did Don propose? Why was it
innovative? How could Lucky Strike be different from their competitors?
10. What other product used similar advertising strategy that could help
differentiate identical products made by different firms?
11. Did clients from Lucky Strike like Dons idea?