Advertising in Britain What does it say about a nation that when a national newspaper recently set (1)..

to establish the best television adverts of all time, as(2) .... as 10000 people responded? he answer lies (!) .... the fact that the "ritish have developed an intense admiration for a #enre that has developed into an art from its ($). ri#ht. %n 1&'', when (ibbs )* toothpaste broadcast the first + commercial, it was inconceivable that ads would ever end ('). bein# considered as sophisticated and innovative as the pro#rammes surroundin# (,) -et by 1&./, the author 0onathan 1rice was able to declare23 4inancially, commercials represent the pinnacle of our popular culture5s artistic e6pression. 7ore money and thou#ht per second #oes into (.) ma8in# and more cash flows from their impact than (/). ...the case for any movie, opera, sta#e play, paintin# or videotape.3 oday, (&) the e6plosion of channels and websites, there is more onus than ever (10).. the advertiser the shoc8 , amuse, enthral, and entertain in its !0 second slot. "ut are ads really worthy (11) . cultural appraisal, in the same way pro#rammes (12)..? 9nd what (1!).. an advertisement truly #reat ? 39esthetically, it5s somethin# that is watchable for 1000 viewin#s and still remains fresh :, says *obert ;pie, founder of the 7useum of 9dvertisin# and 1ac8a#in#. :;ften, this is to (1$) with perfect actin# and with every sin#le last detail (1')..correct. here are so many layers that you can watch it many times, li8e listenin# to a piece of classical music.

1. When %5ve had a..day at wor8, all % want to do is #o home and rela6 in front of the television. -ou shouldn5t have been so ..on 0ac8ie< she is only made a small mista8e and there was no need to shout at her li8e that. %5m a bit of hearin#. Would you mind spea8in# up? 2. 9nn is always #ossipin# about other people< % wish she5d her own business. .. your head when you #o throu#h this doorway, it5s rather low for someone tall. =olin earns an absolute fortune in his >ob <you, he has to wor8 e6tremely hard for it. !. ?laine5s self confidence is >ust a .because in fact she5s a very shy person.

he a#reement is that we have to pay the builders half the money up .. and the other half once they5ve completed the wor8. -ou must have #ot dressed in a hurry this mornin#< you5ve #ot your sweater on bac8 to ..
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;bviously, somethin# had fri#htened the cat because it out of the house and up the road with an e6pression of panic on its face. he critics her last film to shreds and one of them even called it @comfortably the worst movie in livin# memory5. 7i8e was obviously annoyed by the contents of the letter because as soon as he5d read it he .it up and threw it in the bin.

'. % didn5t want to arrive late so % left earlier than % needed to, >ust to be on the side. )ince they haven5t phoned to tell us otherwise, % thin8 it5s .to assume that they5re still comin# to see us ne6t wee8end. Aon5t worry, % won5t tell anyone what you5ve >ust told me<your secret ..with me. ,. Batherine and her sister loo8 so ali8e that % simply can5t.. them apart. % e6pect the boss is #oin# to .me off for not #ettin# my wor8 done on time a#ain. % bou#ht my niece a toy cloc8 because she5s >ust learnin# tothe time.

)o that he would be able to leave the room Cuic8ly, 7atthew stood by the door. positioned 7atthew ..as to be able to leave the room Cuic8ly . 2) % haven5t been told clearly what %5ll have to do in my ne6t pro>ect at wor8 required %t hasn5t been made.me in my ne6t pro>ect at wor8. !) %n my opinion, it was an absolute miracle that they survived the accident. short he fact that we survived the accident was., in my opinion.
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$) What #ave you the impression that )ue and 0ac8 were #oin# to split up? led What was.that )ue and 0ac8 were #oin# to split up? 5) % tried as hard as % could to ma8e sure that this problem would not arise. power %...this problem from arisin# 6) % don5t thin8 it was reasonable of you to complain so much about the service. justified % don5t thin8 you ...fuss about the service. .) Daura was faced by a lot of problems durin# her childhood. contend Daura had a ...durin# her childhood. /) he audience suddenly started to applaud loudly. sudden 9llfrom the audience

Laughing is Good for you Seriously %t is a sad fact that adults lau#h far less than children, sometimes (1).....as much as a couple of hundred times a day. 0ust ta8e a (2)at people5s faces on the way to wor8 or in the office2 you5ll be luc8y to see a smile, let (!)hear a lau#h. his is a shame <especially in ($)of the fact that scientists have proved that lau#hin# is #ood for you.3 When you lau#h,3 says psycholo#ist Aavid =ohen, :it produces the feel<#ood hormones, endorphins. %t counters the effects of stress (')..enhances the immune system .3 here are many (,).why we mi#ht lau#h less in adult life2 perhaps we are too wor8<obsessedE too embarrassed to(.)our emotions show. )ome psycholo#ists simply believe that children have more naFve responses, and as adults we naturally #row (/).of spontaneous reactions. Duc8ily, (&) ., it is possible to relearn the art of lau#hter. %n %ndia3 lau#hter clinics have been #rowin# (10)popularity of the last few years, (11). to the efforts of Ar 7adan Bataria (12).wor8 has won him (1!). devoted followin#. Ar Bataria believes that his lau#hin# techniCues can help to stren#then the immune system and lower stress levels, (1$)other thin#s. Ge teaches his patients different lau#hs or #i##les to rela6 specific parts of the

body. %n 1&&/ when Ar Bataria or#aniHed a World Dau#hter Aay at "ombay racetrac8, 10000 people (1')up.

1) Aavid played the main role when the proposal was drafted. instrumental Aavid of the proposal. 2) %f you hadn5t chan#e our ori#inal a#reement, everythin# would have been fine. stuck Gad a#reed, everythin# would have been fine. 3) % thin8 you should have some consideration for those who don5t have lives as privile#ed as yours. spare % thin8 you shouldlives aren5t as privile#ed as yours. $) We decided to stay for lon#er because we were so thrilled by the place prolonged We decided to ..we by the place. 5) =ompetitors were amaHed by how shrewdly he conducted his business affairs. marveled =ompetitors .which he conducted his business affairs. 6) % didn5t want to #ive up while some hope of success remained. defeat % was loath ..some hope of success. .) 9fter a lon# hard >ourney, % cheered up when % saw my home. sight 9fter a lon# hard >ourney, my spirits.of my home. /) -our attitude to life would be #reatly improved by a re#ular e6ercise wonders *e#ular e6ercise wouldat life.

4or many people the Dondon under#round is a #rim necessity that #ets them from 9 to ". "ut for ..author 1reethi Iair, it is a source of inspiration. )he has >ust published her first novel (ypsy 7asala<a tale she dreamt up whilst commutin# on the 7etropolitan Dine.3 Gave you observed people on the tube?3 she as8s.. :?veryone is in their own little world. % >ust used to sit there and ima#ine what 8ind of lives they led3 (ypsy 7asal charts adventures and .. thou#hts of three members of an %ndian family livin# in Dondon as they search for happiness. :%t5s a story about followin# your dreams3, says 1reethi who #ave up her hi#h<pressure >ob as mana#ement in order to #o in of her ambition of becomin# a writer. %t was a bi# ris8 but it was definitely the ri#ht decision in terms of peace of mind and :she e6plains. 1reethi was born in a small villa#e in the %ndian state of Berala and moved to Dondon with her parents at the a#e of three. )he says the stri8in# contrast in cultures made a impression and is reflected in her story, which flits between the suburbs of Dondon and %ndia. 7any of the scenes in the boo8 are based on the place where she was born and spent lon# summer holidays. :%t5s in a tiny villa#e that is lost in time. here is still no .water and it5s Cuite difficult to #et to. %t is completely ., and so beautiful3, she says.

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King of the atchmakers 4or a period of its history, the city of =oventry had a considerable =;I)%A?* reputation as the main centre of cloc8 and watchma8in# in "ritain =oventry timepieces made then werewith both Cuality )-I;I-7 and. .4ew people in the city today will have heard of *?D)amuel Watson, but he almostpaved the way for =oventry5s G9IA involvement in the cloc8 and watch business. Ge was at the. 4*;I of the watchma8in# revolution in the 1,/0s, and althou#h it is not 8nown how Watson became involved in the trade, he was a trailblaHer for others. Watson made his name in 1,/2 when he sold a cloc8 to Bin# =harles %% and was invited to be Bin#5s . he followin# 79 G?79 %=) year he be#an wor8 on an astronomical cloc8 for the Bin#, complete with planets and si#ns of the Hodiac, which too8 seven years to build. %t not

only told the time of the day but also the chan#es of the 1;)% %;I planets. Kueen 7ary acCuired it in 1,&1 and it is still in the.. ;WI of the *oyal 4amily. Ge built several other cloc8s, and by 1,&0 the clamour for Watson5s cloc85s was such that he left =oventry and too8 up.. in *?)%A? Dondon. Ge became 7aster of the Dondon =loc8ma8ers5 =ompany in 1,&2, which is testament to hisin the #rowin# industry. ) 9IA %n 1.12, )amuel Watson5s name disappears from the records of the Dondon =loc8ma8ers5 =ompany, and the ..is that he died D%B?Din that year.

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Aon5t cheat< you5ve >ust put a card down and it5s my . now %5m e6hausted because it5s been a very busy at wor8 and %5ve been on the .all day. Aaniel had a .at fi6in# the washin# machine but he couldn5t ma8e it wor8 properly. %t5s.. as well % remembered to ta8e the map with me, or we5d never have found our way there. here5s no need to #et upset.. because %5ve said that % don5t a#ree with you. Ao you thin8 you could phone bac8 an about ten minutes< % can5t spea8 to you now. hey .. to lose a lot of money if they are forced to close down their business. Ge has treated me very badly for a lon# time and % thin8 that the time has now come for me to..up to him. Wendy is e6tremely selfish and she can5t .it when she doesn5t #et her own way. % didn5t have a view of the sea from my hotel room because there was a . "i# bloc8 of flats in the way. he town where % live is not very well 8nown and doesn5t attract a .. many visitors. % didn5t want to #o into ...detail at that point, so % said % would discuss the matter further the followin# day.

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%n a united.of defiance, the protestors refused to disperse when ordered to do so by the police. he bur#lars were in theof brea8in# in when he spotted them and called the police. Gis was not well received by the audience and he left the sta#e to total silence.

,. %f you wait outside the buildin# at si6 a cloc8, %5ll .you up in the car. Ge obviously wanted to. 9 fi#ht with me but % refused to react to his a##ressive behavior. 7ost fans re#arded him as one of the best players in the country and were astonished when the selectors didn5t him for the national team. !ele"rity !rossover %t is not surprisin# that actors want to be pop stars, and vice versa. (1) that it deep in a part of our brain that most of us mana#e to 8eep (2).control, we all want to be pop stars and actors. )adly, there5s nothin# about the (!) profession that automatically Cualifies you for the other, ($). , of course, for the fact that famous actors and sin#ers are already surrounded by people whoever('). no to them. (,) .. the whole, pop stars tend to fare better on screen than their (.). numbers on =A. Dets (/). it2 not bein# able to act is no bi# drawbac8 in Gollywood, whereas not bein# able to play or sin# still tends to count (&) you in the recordin# studio. )ome stars do display a #enuine proficiency in both disciplines, and the few even maintain successful careers in both fields, but this >ust (10) a bad e6ample for all the others. (11)... every success, here are two doHen failures. 9nd most of them have no idea (12). terrible they are. (1!) as power tends to corrupt, so celebrity tends to destroy the ability to #au#e whether or not you5re ma8in# a fool of (1$).. . "ut perhaps we shouldn5t criticiHe celebrities for tryin# to e6pand their horiHons in this way. (1') there5s one #ood thin# about actors tryin# to sin# and sin#ers tryin# to act, it is that it 8eeps them all too busy to write boo8s.

1. %f ony hadn5t interfered, there would have been no problems yesterday, %5m sure. smoothly Without ony5s yesterday, %5m sure 2. % said that % thou#ht he was wron# about the best way for us to proceed. issue % .. best we should proceed. !. Ge didn5t want to #et in a position where he mi#ht loose all his money. possi"ility Ge didn5t want to e6pose. all his money $. he company received an enormous number of calls respondin# to the advert. deluged he company.. response to the advert. '. he mana#er said that he had paid attention to my complaints and would ta8e the appropriate action. note he mana#er said that he had accordin#ly 6. We5ll have to ma8e sure that costs are as low as possible or we5ll have no money left. minimum We5ll have to 8eep .. ourselves with no money left. .. Gis behavior at the conference #ave him the bad reputation he now has. conducted he way . %n the bad reputation he now has. /. Ger wor8 didn5t meet the standards that were considered acceptable. conform Ger wor8 . acceptable standards.

1eople say that 4ran8 is a nasty individual but whenever %5ve met him, %5ve always . him very pleasant. -ou5ve fault with absolutely everythin# at the hotel L %5ve never 8nown anyone complain so muchM Aespite all the evidence a#ainst him, he was not #uilty when the case came to court. he team showed no improvement on their previous terrible performances and so it was inevitable that they would loose .. a#ain. 9 chan#e in the law has been a#reed but the #overnment have . to announce e6actly when it will come into force. % e6pect 0ohn will contact me with the details but as % haven5t heard from him. )uddenly becomin# very famous went to his and became e6tremely arro#ant. here had been a lot of discontent amon# the staff and matters came to a .. at the monthly meetin#, when an ar#ument bro8e out. he #roups5 most loyal fans were at the .. of the Cueue, havin# waited overni#ht for the concert tic8ets to #o o sale. % was sittin# at the ne6t table to them so % couldn5t . overhearin# their conversation. 7y financial situation is pretty bad anyway, so this une6pected bill doesn5t e6actly .. % wish you wouldn5t . yourself to my =A5s without as8in# me first. Ge used to be one of the top players in the world but he has now had a .. of fifteen consecutive matches without a sin#le victory. Deavin# colle#e without completin# the course may seem li8e a #ood idNe now, but % thin8 you may come to re#ret it in the lon# .. . he film is about someone who escapes from prison and #oes on the . . here was a very contrast between the scenes of wealth % saw in some parts of the country and the scenes of poverty % witnessed in others. rudy is very .. businesswoman and that is what has enabled her to ma8e all the ri#ht decisions for her company.

here was a very. bend in the road and for a moment % nearly lost control of the car. !apitan e"" =apitan 7atthew Webb is fortunate in bein# remembered as the first man to swim the ?n#lish =hannel, rather than the one who later tried and failed to plun#e throu#h the Iia#ara 4alls. %f ever a man possessed self<confidence, it was WebbE but it was his stubborn refusal *?4J)? to #ive up that eventually proved his . . JIA; Jnwillin# to reco#niHe the =hannel crossin# as the pea8 of his career, he went on and on, addicted to #lory, literally swimmin# himself to death. Webb astonished the "ritish notion on 9u#ust 2'th, 1/.', with a =hannel crossin# that too8 a mammoth 21 hours and 2' minutes. Ge had entered the sea a merchant<ship captain livin# in. ;")=J*? but he emer#ed in 4rance, stun# by >ellyfish and half<dead with. ?OG9J) a national hero. Ge was feted, mobbed and cheered wherever he wentE his appearance in the city of Dondon brou#ht business to a . ) 9IA 9larmed by the sudden attention, the normally . Webb fled 4?9* to his native )hropshire. "ut all this was too much for him, and he made the fatal ) 9* error of many a pop star in later years. =ravin# .., he very nearly dissolved himself in a series of 911D9JA marathon swims for money, includin# a si6<day . contest. ?IAJ*? hen he sailed for 9merica, where he had a . schedule 1JI%)G of lon# swims. %t was 9merica that lured Webb to the final act in his tra#edyE his craHed attempt to swim the Iia#ara *iver beneath the 4alls in 0une 1//!. .. of all advice, he dived in from a *?(9*A boat and subsided forever into the boilin# rapids. #he slow arrival of the wheel it is nearly impossible in our post<industrial society to conceive of a world without wheels. 4rom cloc8s to hu#e machinery and from cars to computer dis8s, (1).. employs co#s, wheels or other types of cylindrical components that spin an a6is. (2) the wheel too8 relatively lon# time to be invented and several civiliHations reached a relatively hi#h level of technolo#ical sophistication (!).. it. he most li8ely e6planation is ($) neither terrain nor climate suited the wheel. Jntil 10000 "=, much of the world was (') . the #rip of the last vesti#es of the %ce 9#e. (,) . was not under ice

sheet was covered by desert, >un#le or bo# L conditions obviously unsuited for somethin# li8e the wheel. 7ost e6perts a#ree that the wheel evolved (.) .. the fact that Ieolithic man was familiar with movin# heavy ob>ects (/) puttin# a roller, such as a tree trun8, under the load. (&).. techniCues were used to move the hu#e stone bloc8s to build the pyramids around 2&/0 "= and probably )tonehen#e, which dates (10) . to around 2000 "=. (11) . techniCue for movin# lar#e heavy ob>ects was to place them on sled#es and to put the sled#es rollers. %n time it is li8ely that the sled#e wore #rooves into the rollers (12) the result that ancient man had a ratio < a small turn of the inner ed#e of the worn #roove #enerated a lar#er turn of the outer ed#e of the roller. he ne6t (1!) final step in the invention of the wheel was to reduce the wei#ht of the roller by cuttin# away the wood between the #rooves, in (1$) way creatin# an a6le with wheel at each end. 9t last man (1') better indul#e his passions for travel, speed and movement.

4rom her description of events, it was hard to #et a clear mental . of e6actly what happened. ". 9s re#ards the economic situation, the overall .. loo8s much the same as it did si6 months a#o. =. 4or some reason, we never #et a very #ood on this channel on our +
A.

9. % was feelin# a bit .. because %5d had a late ni#ht and % was be#innin# to #et the flu. ". % 8now you can5t #ive me the e6act fi#ure but could you #ive me a .. idea of what it mi#ht cost? =. he sea was very . and % be#an to feel ill half<way across. 9. % 8now you5re very upset now but %5m sure the feelin# will .. soon. ". Gis comment was so rude that % couldn5t let it . without tellin# him that % thou#ht he shouldn5t have said it. =. %t was so hot in that room that % felt % mi#ht at any moment

9. When all facts came to .. , there was such a scandal that he was forced to resi#n. ". We built a hu#e bonfire in the #arden out of all our rubbish and set to it. =. %t has been decided, that in the . ;f all the criticism it has received, the scheme will be abandoned. 9. he situation was already bad but your interference has made it worse .. ". % feel a bit #uilty about what happenedE .. , there5s nothin# % could have done to prevent it so % 8now % shouldn5t feel bad. =. % haven5t officially si#ned ay a#reement so % can . =han#e my mind if % want to. 9. 9fter the concert, all the eCuipment was away and transported in a convoy of lorries to the ne6t venue. B. (eor#e . %n his >ob and went travelin# around the world for a year. =. he club was absolutely ... and there was no room at all on the dance floor.

1) he film was so controversial that it was banned in several parts of the world. caused )uch was . the film, that it was banned in several parts of the world. 2) Ge had no idea what was #oin# to happen to him when he wal8ed into that room. store Dittle . him when he wal8ed into that room. !) -ou shouldn5t let trivial maters worry you so much. prey -ou shouldn5t let trivial matters . e6tent $) Ge became famous but it cost him his privacy. e$pense Gis rise . of his privacy.

') % helped *ay, with the result that his business became successful. favour % .. which his business became successful. ,) % had to wait for the mana#er for almost an hour before he would see me. "est he mana#er 8ept an hour before he would see me. .) %5ll have to consider wor8in# abroad if an opportunity doesn5t arise here soon. near Jnless an opportunity presents . future, %5ll have to consider wor8in# abroad. /) % wanted to ma8e sure that my #ood wor8 wasn5t wasted in that way. waste % wanted to prevent .. in that way.

#he world %"ogus& 4or years @bo#us5 was a word the "ritish read in the newspaper headlines D%I? but tended not to say. %ts popularity amon# the teena#ers of 9merica chan#ed that, althou#h they didn5t use it with its ori#inal meanin#. %t came from the Wild West. %ts first appearance in print, in 1/2., was in the ele#raph of 1ainesville, ;hio, where it meant a machine for ma8in# of coins. )oon those @bo#uses5 were turnin# out @bo#us 4;*(? money5 and the world had... a chan#e from noun to ad>ective. (; th "y the end of the 1& century, it was well<established in "ritain, applied to anythin# false, spurious or intentionally . . "ut computer D?9A scientists of 1&,0s 9merica, to whom we owe so much D9I(J9(? innovation, redefined it to mean @nonLfunctional5, @useless5, or @unbelievable5, especially in relation to calculations and en#ineerin# ideas. his way followed by its . amon# 1rinceton and -ale #raduates in the ?7?*(? computer community. "ut it was the of the word by 9A;1 9merican teena#ers #enerally, who used it to mean simply @bad5, that led to it bein# widely used by their counterparts in "ritain. .., @bo#us5 is one of only about 1!00 ?n#lish words for %I ?*?) which no sensible ori#in has emer#ed. he 1/2. @bo#us5 machine seems to have been named by an .. present at the time of D;;B its capture by police. "ut why that word? he ;6ford ?n#lish Aictionary

su##ests a connection with a Iew ?n#land word, @tantrobo#us5, meanin# the devil. 9 rival J) account sees it as a .. of the name of =;**J1 a for#er, called "or#hese or "or#es. .., it has been ?D)? connected with the 4rench word @ba#asse5 , meanin# the refuse from su#ar<cane production.