Professional Documents
Culture Documents
1
In pairs, compare photos AC, and say why you think
people might choose to live in each place.
Useful language
In photo A you can see ... , while in photo B ...
One thing these photos have in common is ...
Unlike photo A, photo B ...
One small / major difference is that ...
2
5.1
Listen to three people talking about the places
where they live. For each of the speakers 13, answer
the questions.
1 Which place is the speaker describing: photo A, B or C?
2 What are the advantages and disadvantages of living in
each place?
3
5.1
How did the speakers describe each place? Listen
again and write the adjectives.
Speaker 1: remote,
4
What do the expressions in bold mean?
1 We live in the middle of nowhere.
2 Some districts are a bit run down.
3 Theres a strong sense of community here.
5
Topic vocabulary: places advertising city life
Grammar: conditionals 0-3 conditional linkers
Word building: compound nouns collocations (1)
easily confused verbs
Writing: an essay linkers (4)
Exam preparation: Reading Part 1 Use of English
Parts 1 and 4 Listening Part 1 Speaking Parts 3
and 4 Writing Part 2
City space
5
Write short descriptions (20-50 words each) of two
places in your area. Then compare with a partner. Can
they guess which places youre describing?
Word boost
Places Workbook p. 28
Over to you!
6
In groups, decide whether photo A, B or C shows the
best place to live for a) teenagers, b) young families, c)
retired people. Give reasons for your opinions.
A
Unit 5
53
UNIT TARGETS
B
C
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Reading: Part 1 Multiple choice
54
A
B
1
Look at the photos and discuss the questions in pairs.
1 What are the differences between place A and place B?
2 Why do you think place B looks like this?
3 Which place do you think looks more attractive? Why?
2
You are going to read an article about advertising in
different cities. Quickly read the article on page 55 and
nd out where the places in photos A and B are.
Exam practice
Reading Part 1:
checking the context
Always check the context carefully!
Your answer must always be supported by evidence
in the text. It is a good idea to find and underline the
evidence in the text before choosing your final answer.
Watch out for misleading key words in the options
(A, B, C, D). Words which also appear in the text may
have a different emphasis there.
3
Read the article again carefully. For questions 18,
choose the answer (A, B, C or D) which you think ts
best according to the text. Use the ideas in the Exam tip
to help you.
1 What is the main point of the rst paragraph?
A We see more adverts than we realise.
B Many people are annoyed by television advertising.
C We do not pay enough attention to adverts.
D Advertising has increased in towns and cities.
2 What do we learn about the writers opinion of
advertising in Tokyo in the second paragraph?
A It lacks a personal appeal for him.
B He thinks that it is very creative.
C It seems excessive to him.
D He thinks it is Tokyos main attraction.
3 Why do advertisers see Tokyo as important?
A It sets trends which are often copied.
B Its distinctive style is popular with everyone.
C It reects trends that are popular elsewhere.
D Its style is imitated in every city.
4 What does the writer mean by sets it apart in line 30?
A makes it seem individual and different
B is something which visitors nd very inviting
C gives it something in common with other cities
D lends it a highly unattractive appearance
5 In the fourth paragraph, Roberta Calvino suggests that
A the largest adverts can usually be found in rural
areas.
B advertising is a particularly bad problem in Austria.
C outdoor advertising extends beyond urban areas.
D modern adverts are continuing to grow in size.
6 What does Roberta tell us about urban advertising in
the fth paragraph?
A It can be rather unconvincing.
B It helps us to full our dreams.
C It particularly affects women.
D It can lower our self-condence.
7 What comparison does Roberta make between urban
advertising and TV advertising?
A TV advertising is more effective in the long term.
B It is easier to ignore urban advertising.
C Urban advertising can have more impact.
D There is greater variety in urban advertising.
8 What response did the mayor get when he removed
advertising from So Paulo?
A The majority of private individuals and commercial
people supported him.
B Advertisers were willing to display fewer
advertisements in the city.
C Local artists were unsure how attractive the ofce
blocks would look.
D Most of the people who lived in the city welcomed
his decision.
Vocabulary in context: advertising
Find words and phrases in the article which mean:
1 adverts shown between TV programmes (paragraph 1)
2 large panels or signs displaying advertising (paragraph 1)
3 advertising messages (paragraph 2)
4 symbol or trademark used by a company (paragraph 2)
5 shoppers (paragraph 2)
6 small advertising leaets (paragraph 4)
7 advertising campaigns (paragraph 5)
8 product or company names (paragraph 5)
9 person who decides how a product or service should
be advertised or sold (paragraph 6)
Advertising Workbook p. 28
line 30
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H
ow many adverts do you think youll see today? 10? 30?
Astonishingly, according to the market research rm
Yankelovich, some of us see as many as 2,0005,000 adverts
a day! As well as commercial breaks, those irritating interruptions
to our TV viewing, there are adverts all around us. Most of the time
were not even consciously aware of them. But think about your
town or city. How many billboards does it have? What about shop
signs and posters?
Tokyo, in Japan, takes urban advertising to the extreme. Flashing
neon lights and gigantic outdoor TVs blaring out advertising slogans
make the city seem like something from science ction. Although
the city temples may still lay claim to being more impressive, the
explosion of sound and colour in the commercial centre can take
your breath away. Whether you nd the overall effect stunning or
nightmarish is a question of personal taste. However, it would be
hard not to admire the advertisers ingenuity. Recent innovations
include interactive games projected onto walls for people to play
with (all featuring a company logo, of course!). Smellvertising
is also catching on thats the idea of using pleasant smells like
chocolate to attract consumers attention!
Innovations in Tokyo are of huge signicance in the world of
advertising because where Tokyo leads, other cities soon follow. Big
cities from New York to London already have outdoor television
screens, although smellverts are still relatively unusual. Although
Tokyo is far from being universally admired, many urban authorities
nd its approach to advertising exciting and dynamic. So whats the
problem?
If every city copied Tokyo, it would be absolutely terrible! exclaims
Roberta Calvino of the advertising watchdog group, Ad Alert. At the
moment, Tokyos futuristic style sets it apart. It invites our attention
even if not necessarily our appreciation because theres simply
nothing like it. But we dont need 100 poor imitations. Do you want
tourists visiting your city to notice the wonderful architecture, the
upmarket shopping boutiques, or the millions of signs and yers?
In many cities, advertising is as bad as litter or vandalism it spoils
our environment. Go beyond the city outskirts and youll nd that
advertising is taking over the countryside, too. The worlds biggest
advert was actually in a eld in Austria, below the ight path to
Vienna airport. It was the size of 50 football pitches!
According to Roberta, advertising can also inuence the way we
think and feel. Advertisers want to convince us that their products
will make us happy or successful, just like the celebrities in the
promotions. Unfortunately, thats all an illusion you cant simply
buy a celebrity lifestyle at the shops! Nevertheless, advertisers
work hard to get us to swallow this message. For instance,
fashion brands prefer to advertise using images of glamorously
made-up supermodels because they want ordinary girls to feel
inadequate in comparison. The logic goes that the more dissatised
we feel with our lives, the more well spend to cheer ourselves
up! Although outdoor advertising may seem to make less of an
immediate impression than TV commercials, its message can have
greater force. If we dont want to watch a TV ad, we can turn over,
or switch off. We cant be so choosy about our surroundings.
Or perhaps we do have a choice? In 2007, one Brazilian city
made a radical protest. Gilberto Kassab, the mayor of So Paulo,
ordered the removal of more than 15,000 adverts! In justication,
he condemned urban advertising in very strong terms as visual
pollution. Unsurprisingly, this made many local businesses
unhappy. One marketing executive argued that adverts are more
like works of art, hiding grey ofce blocks and industrial estates,
a view which had some backing from a number of the citys
residents. However, a more typical response can be summed up
in this statement from Isuara dos Santos, 19. If wed known what
a difference it would make, wed have got rid of the adverts years
ago. Now we can see the real So Paulo, and its wonderful!
Unit 5
55
Vocabulary in context: advertising
4
Find words and phrases in the article which mean:
1 adverts shown between TV programmes (paragraph 1)
2 large panels or signs displaying advertising (paragraph 1)
3 advertising messages (paragraph 2)
4 symbol or trademark used by a company (paragraph 2)
5 shoppers (paragraph 2)
6 small advertising leaets (paragraph 4)
7 advertising campaigns (paragraph 5)
8 product or company names (paragraph 5)
9 person who decides how a product or service should
be advertised or sold (paragraph 6)
Word boost
Advertising Workbook p. 28
Over to you!
5
Tell your partner about adverts youve seen which you
really liked / hated. Do they share your opinion? Why? /
Why not?
6
Do you think there is too much advertising? Should any
kinds of adverts be banned or restricted? Discuss the
questions in groups, thinking about the following:
1 product promotion in lms
2 educational advertising
3 the advertising of cigarettes and alcohol
4 advertising in schools.
line 30
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5
Complete the conditional questions with your own ideas.
Then ask and answer your questions with a partner.
What was the most interesting thing you found out?
0 What will you (buy) buy if you go shopping
this week ?
1 If you (go) into town this weekend, ...?
2 If you (live) alone on a tropical island ...?
3 How ... your town or city (be) different if ...?
4 If you (see) a really good advert ...?
5 If you (be) in charge of your district ...?
6 Where ... you (buy) your dream house if ...?
6
How would things be different if situations 15 had
happened? Write sentences using third conditional.
1 the government banned all adverts last year
2 you were born in New York
3 no one invented cars
4 you grew up in a remote village
5 you spent all your money at the shops yesterday
Over to you!
7
If you were in charge of your town or city, what would
you change? Discuss your ideas in groups, using photos
AD to help you. Agree which three things you would
change rst and why.
Get ready: conditional linkers
A girl is trying to persuade her friends to come shopping. Read what her friends say by matching 16 to AG.
Which friend sounds the most enthusiastic?
0 Im working today, so I cant come, A as long as we can do something else afterwards.
1 OK, but I need to nd an umbrella rst B unless my rooms spotless. Right now, its a tip!
2 Shopping is boring! We can go into town C when Im free.
3 Denitely! Ill make it into town D in case it rains. And a coat ...
4 Mum says I cant go out E even though Id much rather go shopping!
5 Sorry, Im busy. Ill let you know F providing that you buy me a coffee.
6 Im skint. Ill come with you G even if I have to walk the whole way there!
Grammar: conditionals 0 3
1
Read the advertising slogans. Which did you nd the
most convincing? Why?
2
Complete the rules by matching slogans AD to the
conditional forms and their uses.
Conditionals 0-3
Conditional Used for ...
zero general truths
rst possible future actions or events
second
unlikely, imaginary or impossible
present or future actions
third
hypothetical past actions or events
(things which did not happen)
Language summary p. 160
3
In pairs, write rules for forming conditionals 03. When
do we use a comma to separate the two clauses?
Zero: If + present tense, present tense
4
Decide what type of conditional (03) the sentences
below are. Complete them using the correct form of the
verbs in the list.
be bring buy not see spend want
1 If the company more money on advertising
they might have been more successful.
2 Shoppers can get a discount on their purchases if they
along one of these yers.
3 If you a celebrity, would you be happy to
appear in advertising promotions?
4 You many adverts if you visit So Paulo!
5 If you to work in an advertising agency, you
need to be very creative.
6 you that particular brand if you
hadnt seen the advert?
56
If something sounds too good to be true, it
probably is.
If cats could speak, we wouldnt need to advertise.
You wont get it completely clean unless you
get it Splenda clean.
A
Kitty Chow (pet food)
Splenda (washing powder)
Campaign for Advertising Standards
B
C
D
If nature had intended man to y,
it would have given him wings.
Coach Express (cross-country coach travel)
A
B
C
D
Look at the linkers in bold above. Which linker or linkers mean:
1 if not 4 as soon as; at a particular
2 but only if time
3 because something might 5 whether or not (strong if)
happen 6 despite the fact that
Write your own advertising slogans! Complete the sentences
with your ideas. Look at a partners slogans: which of theirs
do you think would be more effective than yours? Why?
1 When you use MagicWash shampoo, ...
2 As long as you brush with Minty toothpaste, ...
3 Unless you read Whats On magazine, ...
4 Always carry an X-Talk mobile, in case ...
Conditional linkers Workbook p. 31
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Get ready: conditional linkers
1
A girl is trying to persuade her friends to come shopping. Read what her friends say by matching 16 to AG.
Which friend sounds the most enthusiastic?
0 Im working today, so I cant come, A as long as we can do something else afterwards.
1 OK, but I need to nd an umbrella rst B unless my rooms spotless. Right now, its a tip!
2 Shopping is boring! We can go into town C when Im free.
3 Denitely! Ill make it into town D in case it rains. And a coat ...
4 Mum says I cant go out E even though Id much rather go shopping!
5 Sorry, Im busy. Ill let you know F providing that you buy me a coffee.
6 Im skint. Ill come with you G even if I have to walk the whole way there!
Exam Practice
4
Complete the exam task.
Use of English Part 4:
key words
Look at the key word and identify what kind of
word it is (e.g. a verb, a noun, a linker).
Consider how we use this kind of word think
about grammar and collocations.
For questions 18, complete the second sentence so that it has a similar meaning to the frst sentence, using the word
given. Do not change the word given. You must use between two and ve words, including the word given.
0 Ill get there by six if the train is on time. AS
Ill get there by six ........................................................ is on time.
1 Both of the villages are equally picturesque. JUST
This village ........................................... that village.
2 You might want to buy something, so take your wallet with you. CASE
Take your wallet with you ........................................... to buy something.
3 Please take care of your little brother while Im out. LOOK
I want ........................................... your little brother while Im out.
4 If we catch the bus, we should reach the shop before it shuts. MISS
We should reach the shop before it shuts as long ........................................... the bus.
5 Going shopping at the mall always makes me feel happier. IF
I always feel ........................................... at the mall.
6 My preference is for leaving early rather than late. SET
I would rather ........................................... early than late.
7 We visited the outdoor market despite the rainy weather. EVEN
We visited the outdoor market ........................................... raining.
8 He got lost in the city because he forgot to take his map with him. LEFT
If he ........................................... behind, he wouldnt have got lost in the city.
AS LONG AS THE TRAIN
Use of English: Part 4 Key word transformations
Unit 5
57
2
Look at the linkers in bold above. Which linker or linkers mean:
1 if not 4 as soon as; at a particular
2 but only if time
3 because something might 5 whether or not (strong if)
happen 6 despite the fact that
3
Write your own advertising slogans! Complete the sentences
with your ideas. Look at a partners slogans: which of theirs
do you think would be more effective than yours? Why?
1 When you use MagicWash shampoo, ...
2 As long as you brush with Minty toothpaste, ...
3 Unless you read Whats On magazine, ...
4 Always carry an X-Talk mobile, in case ...
Grammar boost Conditional linkers Workbook p. 31
146999 _ 0053-0064.indd 57 18/12/09 13:12:26
58
Get ready: city life
1
Read these extracts from travel guides. What is unusual
about each city? Which would you most like to visit?
4
5.2
You will hear people talking in eight different
situations. For questions 18, choose the correct
answer, A, B or C.
1 On the radio, you hear a review of The UK City Guide
for Teenagers. Which aspect of the book disappointed
the reviewer?
A the size of one of the sections
B the writing style of the authors
C the lack of any cultural information
2 You hear a man talking about his journey to work.
What does he think about in the car?
A his interest in nature
B having a country home
C plans for the rest of his day
3 You hear a boy and a girl talking about life in their
village. Which problem are they discussing?
A boredom B crime C tourism
4 You hear some information about a holiday. The
speakers main recommendation for summer visitors is
to visit
A the city centre attractions
B the coast
C the countryside
5 You hear part of a programme about a new village.
What are the speakers doing?
A discussing reasons for creating the village
B giving advice on starting up a new village
C describing everyday life in the village
6 You overhear a conversation between a boy and a girl.
Where does the girl prefer to shop?
A in small boutiques
B at shopping malls
C on the high street
7 You overhear a woman talking on her mobile phone.
What change would she like to make to the city
centre?
A create more parking
B stop people from driving
C open better cafs
8 You hear a part of a radio programme. What is the
man talking about?
A a treatment for stress
B the beauty of the countryside
C his research into urban lifestyles
Over to you!
5
Which speaker said these things? What do you think?
Discuss your ideas with your partner.
1 Its greener to take the bus.
2 Just because youre a teenager it doesnt mean youre
a shopaholic!
Listening: Part 1 Multiple choice
M
otorbikes are the most popular way
to get around in Ho Chi Minh City!
Motorcycle taxis are speedier than public
transport so fasten your helmet before you
set off! If you want to escape the congestion,
take a detour down the backstreets. Youll
nd thousands of bargains on sale on
market stalls, so go on, treat yourself ...
H
ead to Bloomington, Minnesota, for
the biggest shopping mall in the US!
With over 400 stores, from high street
names to designer outlets, in addition to
movie screens, fast-food diners, and even
an indoor theme park, theres always a lot
going on. Getting there is easy visitors
can land at a local airport, or catch a train
directly to the mall!
V
enice is famous for culture and canals
much of the city is accessible only by
waterways! Boasting Europes largest car-
free zone, much of the commercial centre
is completely pedestrianised. Visitors can
admire the historic architecture, explore
the chic boutiques, or take in a gallery.
2
Complete the table with expressions from Activity 1.
How many more ideas can you add in one minute?
trafc shopping things to do
get around on sale a lot going on
3
Write a mini (5080 word) travel guide for a town
or city near you. Compare your descriptions with a
partner. Whose sounds more exciting? Why?
Word boost City life Workbook p. 28
Exam Practice
Listening Part 1: opinions
People often use set phrases to give opinions, e.g. I think.
Some opinions may be negative, I dont think, etc.
Watch out! Speakers do not always use set phrases,
so listen carefully!
In pairs, talk about the photos above. What might
people enjoy about shopping in these places?
Which place would you most enjoy visiting?
5.3
Listen to two students answering part of a Part 3
task. Which of the places in the photos do they like the
most / least? Why? Is there anything they disagree
about?
Work in pairs. How many different expressions can you
think of to complete the table?
Asking for an
opinion
Giving your
opinion
Responding to
your partner
Would you agree
with that?
I strongly believe
...
That s an
interesting idea.
5.3
Listen to the recording again. How many of your
ideas do the speakers use?
146999 _ 0053-0064.indd 58 18/12/09 13:12:35
Unit 5 59
1
In pairs, talk about the photos above. What might
people enjoy about shopping in these places?
Which place would you most enjoy visiting?
2
5.3
Listen to two students answering part of a Part 3
task. Which of the places in the photos do they like the
most / least? Why? Is there anything they disagree
about?
3
Work in pairs. How many different expressions can you
think of to complete the table?
Asking for an
opinion
Giving your
opinion
Responding to
your partner
Would you agree
with that?
I strongly believe
...
That s an
interesting idea.
4
5.3
Listen to the recording again. How many of your
ideas do the speakers use?
A
B
C
D E
Exam practice
Speaking Part 3:
discussing opinions
In Speaking Part 3, you must interact with your partner.
Ask your partners opinion.
Respond to what your partner says, e.g. Thats an
interesting idea, but ...
Use a range of interaction language. Just saying I think
or What do you think can sound repetitive.
5
Look at photos AH and discuss these Part 3 questions
in pairs. Use as many expressions from Activity 3 as
you can.