4 GRAMMAR clauses of contrast and purpose

a Read the advert below. Would you tryPumavitt

Why(not)?
slept my way
to ftness'^
No exe-dse -
bul now Simn has misdes
tedie for!
Simn Sloth had never been a great one for
exercise. With three children and a busy job
there was very littie time for the gym.
Butthen Simn discovered PUMAVITE ^bl ets,
an exclusive product marketed by Cure
Everything Pharmaceuticals. A three-month
coune of the tablets has transformed him!
'You take it at night,' explains Simn, ' and
its special secret ingredient gets to work
immediately.' PUMAVITE contains plant extracts
from the Andes and complex v'rtamins. Together
these produce exactly the same effect as a two-
hour workout at the gym or swimming poo!.
'Pumavite is absolutely fantastic and a miracie
cure for people \i\& me. It is guaranteed to
work and is the best investment I have ever
mad e/ says Simn.
'I slept my way to fitnessl'
Only 500
for a ttiree-month supply
liimted stocks -
offer Gloses
on March 31 st!
b Read the magazine article. Tick the'tricks' that thePumavite
advert uses.
How adverttsers win our hearts and mbids.. .
and get our
There's no such thing as a free lunch
'Get a free camera when you subscribe to our magazine for
two years.' ITiere's something about theword 'free' tliat
immediately attracts us - something for nothing - 1 want it!
The idea makes us feel clever, as i f weVe got the better of
the company. But that camera (whichwi ll probably break
as soon as you get i t out of thebox) wasn't agift at all.
I n spite of ' : , its price was really included i n
the magazine subscription.
Buy now whilestocks last!
'There areonly a few left! And after they've been sold, there
won't be any more available.' What happens when we read or
hear thesewords? Even though ^ , maybe don't
even like them, we immediately want to be among thelucky
few who have them. But no manufactured producs are ever
scarce. Do you really thi nk the manufacturers of that 'li mi ted
edition' DVD couldn't produce a few more, i f they thought
they could sell them?
Just sgn your ame here - and give us your address
'Just ful i n this form for .' Do you thi nk
manxifacturers really want to spend their money on sending
you a free brochure? It costs them to produce i t and to mai l
i t. In fact, thesekinds of adverts are really produced so as to
From then on, they wi l l bombard you wi th
more direct advertising, probably passing on your ame and
address to other companies too.
c Read the article again with the glossary and complete it
with the phrases below.
A freeinformation ^
B the actress is holding the product i n the photo
C get us to believe it
D get your personal detas , ,
E we can't fail to get the message J ^
F demnstrate the amazing efects of their product ' '
G we don't really need the products , ^
H the advert saying i t was free
d Look at the eight phrases again, and the highghted ! i
word(s) immediately before them. Which ones express ,; *'
a contrast? Which ones express a purpose? . , , , >:
e O p.l44 Crammar Bank 7B. Read the rules and do the exerdses.
5 SPEAKI NG
Everybody's doing it
And everybody can't be wrong, so the product must be
fantastic. I n order to ^ _ _ , they use expressions
like, 'It's the new sensation sweeping the country', 'People
just can't get enough of them', 'Record sales', 'Unbelievable
response!' and combine this with a photograph of a large
group of people, so that But don't be
fooled. Even i f it everybody is doing it (and they may not
be), everybody can be wrong.
The camera never lies, or does it?
Adverts frequently use'real people'to . on
our health or fitness. But of course the person in the
advert or TV commercial is a gym-toned model!
Trust me l'm a doctor (or a celebrity)
I f a celebrity is using the product, it must be fantastic. I f a
doctor recoinmends it, it must work. The bigger the
authority, the morepowerfiil the advertising messageis.
But be careful. Although ^ _ , do you really
think she colours her hair with it at home? Do the
authorities mentioned really exist? 'My dog biscuits are
recommended by the International Association of Dog
Nutritionists' (an organization I started last week). 'A
recent studyfound thatmylemonade tastes better than
any other brand' (my mother liked it better).
Gl ossary
subscribe pay money regularly in order to receive sth
get the better of to defeat sb / sth or gain an advantage
available able to b bought or found
be scarce there is not much of it
bombard 'attack' sb with e.g. too many questions,
too much information
be fooled be trlcked
.-s!
f Sentence race. Try to completeall the sentencesin two minutes. ^
1 The customer took the shoes back to the store to... '
2 Even though I was really late, my boss... *
3 She applied for ajob with a company in London so that...
4 He got promoted to branch manager despite... ^
5 Mostof the staff don't like the new MD,although...
6 Heleft the company he used to work for in order to...
7 Although Jimwas the hardest worker in the company,...
8 In spite of a huge marketing campaign,...
9 I went to our head office in New York for...
10 I think the advertising of cigarettes and alcohol should
be banned, so as not to...
G E T I T B I C H T stress in word famil ies
Underline the stressed syUable in this word family. Be
careful - the stress is diffrent on one of the words:
advertise advertsement I advert advertiser
You can also use the abbreviation ad when talking
about advertisements, and commercial to talk about an
advertsement on TV or radio.
Talk in small groups.
1 Are there any products that you have bought recentiy...
a becauseof the adverts?
b in spite of the adverts?
2 Have you bought something recentiy which wasn't as
good as theadvertsement made you think?
3 Are there any adverts which make you not want to ever
buy the product? Why do they have this effect on you?
4 Do you think people should be allowed to advertise the
foUowing? Why (not)?
alcohoUc drinks
expensive chUdren's toys \
junkfood ;
political parties j
5 How successfiil do you think thefoUowing forms of j
advertising are? >^, ^ i- ,n,
cold-caUing i
leaflets / brochures in your leuer box ,^ j
junkemails j
website pop-ups S
sports sponsorship *
6 Think of adverts which use the ;
foUowing to sell a product: -
a celebrity
an.authority (e.g. a doctor) t
agoodsong ! i
something free ^
humour /, j
a good slogan , i
a story " |
animis or nature ' i
7 Which of the above marketing techniques might
influence you to buy the product?
clauses of contrast and purpose
clauses of contrast
1 Although the weather was terrible, we had a good time.
I \vent to work even though I was ill.
1 Uke Ann though she sometirnes aiinoys me.
2 I n spite of / Despite his age, he is still very active.
being 85, he is still very acti^;.
the feict that he% 85. he is sti vQty acth^.
1 Use although, though, even though + a clause.
Although and ei-en thou^ can be used at the beginntng or
in tlie middlc of a sentence.
Evet though is stronger than although and h me to ejEpress
a big or surprising contrast.
Though is more informal than although, It can only be used
in the middle of a sentence.
2 After in spite of o despite^ use a noun, a verb in ihe -ing form,
or fte^ rfwr+subject vcrb.
A Don't use c^with tkspiteHOX )espte o){he-rmn.-Tr
Complete the sentences mih one word
We're happy in our nc^v house, ftegfe thcrc's a lot to do.
1 We enjoyed our holiday . the weather.
2 Cari doesn't like spending money _ though he's
very rich,
3 They went to the airport catch a plae.
4 Sandy made a note of his number so ___,.,. not
to forget it.
5 My mother called the doctor's in _____ to makc
an appointment.
6 Guy passed the cxam in of the fact that
he hadn't studicd much.
7 Angela took a )acket so she wouldn t get cold.
8 the service was poor, the mcal was delicious.
9 I went hoiie a shower before 1 went out
10 being late, he stopped for a cofec.
clauses of purpose
1 I went to the bank to
in order to talk to my bank manager,
so as ta
2 l went to the bank for ameeting with my bank manager.
3 l wenl to the bank so tht l could take out so me money.
4 I wrote it down so as not to tiirget it.
Use to, in arder to, so as to, for and so that to express purpose.
1 After to, in order to, and so as to use an infinitive.
2 Use for + a noun, e.g. for a meeting.
A You can also use for -f gerund to describe the exact
purpo.se of a thing, e.g. This liquidis fcr deaning metal.
3 After so thau use a subject + modal verb {can, could, would,
etc.).
4 To express a negative purposc use so as mt to or m order not
to NOT ttoHo. You can ako use so that + subject woutti't,
e.g. wrote it down so thatl wouldn t forget it.
b Rewritc the sentences.
Despitc playing badly, they won the match.
Even thoui they played baMy, they won the matdk
1 We tot)k a taxi so as not to arrive late.
We took a taxi so that...
2 Despite earning a fortune, she drives a very od car.
Although...
3 Everyone saw the film even though the revicvvs were terrible,
Everyone saw the film in spite of...
4 The piane managcd to land despite the very thick fog.
The plae raanaged to land even though,..
5 I told hcr 1 liked her jacket so that I wouldn't offend her.
I told her I liked her jacket so as...
6 The manager called a meeting so as to cxplain th new poHcy.
The manager called a meeting in order...